Sales and Marketing Demand Funnel

DemandGen EMEA: Marketing Automation Webcast#12

Panel: Marketing and Sales Can Speak the Same Language with a Demand Funnel
June 20th 2012/ 1PM GMT/2PM CET

Chris Porreca
Marketing Operations John Sweeney
Customer Success Director
DemandGen UK

Who are DemandGen?
Lead Management, Marketing Automation and Demand Generation know-how

John Sweeney
DemandGen UK

• John.sweeney@demandgen.com

• DDI: +44 207 096 1835

• www.demandgen.co.uk #363 in Inc. Magazines 30th (2011) Annual “Fastest
• L “B2B Marketing Automation UK” Growing Private Companies”

Marketing and Sales Can
Speak the Same Language
with a Demand Funnel

Chris Porreca
Marketing Operations Analyst — EMEA
Concur Technologies
#EE12E @Chris_P_Duck_
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About Me

Boston

Lubbock London

San Salvador

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What You’re Going to Learn Today

• Understand the challenges Concur EMEA faced before
implementing a unified Demand Funnel

• Gain Insight into the steps Concur EMEA took in order
to ensure that the Demand Funnel implemented is both
valuable and something that all departments across the
Business Unit believed in

• See what kind of results your company can expect if
you implement a similar unified Demand Funnel
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About Concur (NASDAQ: CNQR)

Concur is a leading provider of integrated travel and expense
management solutions. Founded in 1993 on the premise of
helping drive costs out of businesses through innovation.
 Process over $35 billion in T&E spend  10,000 clients in 90 countries
 1,600 employees worldwide  EMEA Headquarters: UK
 Frankfurt, Paris, Amsterdam, Prague

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Concur EMEA Marketing Structure
EMEA
Marketing VP

Field Market Segment Marketing
Marketing Development Marketing Operations

MDR Manager MDR Manager UK ChrisP!
FMM UK
UK CE
MarkOps @
FMM DACH DACH/EmMa HQ
MDR x 8 MDR x5
Ashley @
FMM France France

EMEA Client
Marketing

EMEA Content EMEA Graphic
Manager
Designer
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Our Vision

Build an engine to make demand generation and prospect
progression more systematic to scale the business in our EMEA
Business Unit.
Project phases:
1. Define common language – Demand Funnel stage definitions
2. Efficiency – lead scoring
3. Automation – lead nurturing
 Tailoring – mapping the experience to the regional buyer needs for each
of our core EMEA markets
 Business Intelligence – map internal systems & integrate

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Phase 1: Define a Common Language

• Objective: Adopt the Sirius Decisions taxonomy and
organizationally define stages to integrate the marketing and
sales funnels into one achieving greater marketing & sales
alignment throughout for our core EMEA markets

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The Concern

• Tuesday, 9:30 | Campaign E.Blaster 101

This is Jenny
(from Field
Marketing)

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The Concern

•Jenny (from Marketing):
“Hey Sales, how are the leads?”

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The Concern

•Matt (from Sales):
“They were rubbish and we need more of them!”

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The Concern
@$sh@!%

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The

Leadership
Leadership

Sales
Sales

Target
Field
Field Mkt
Mkt
Mkting
Mkting Dev
Dev
+ Mkt
Ops HQ
Mkting
Mkting
Ops
Ops
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Concur Global Demand Funnel Stages

Suspect
Lead Gen
Campaigns
Inquiry Marketing
Pre-MQL
Nurturing Marketing
Qualified (MQL)
Marketing
Hands Off
Market
MDR
Working Development
Nurturing /
MDR Works
Sales
MDR Qualified (SQL)
Hands Off
Sales Regional Sales
Working
Nurturing /
Sales Works Closed
Won

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The Funnel in SFDC

Demand
• The Funnel Stages within the App Funnel Stages
are NOT just
pretty pictures
in posters on
our desks!

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Phase 2: Two – Dimensional Lead Scoring

 Demand Generation = Marketing + Sales

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Two – Dimensional Lead Scoring

Qualification Interest Lead Rating
Level Level A-E

D
C B

A

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Example – Chris’s Teenage Years – (Think of
Match.com)
 Chris circa 1997
 Listens to The Cure and wears
a RAMONES T-shirt
 Plays Call of Duty
 Likes Independent films

Kattya Rocio
 Qualification (aka MATCH):  Qualification (aka MATCH):
 Plays Battlefield 1942  Likes Sad Brit-Pop
 Likes The Offspring  Likes cats
 Always up for a party!  Likes to chill at home
and watch indie films

HIGH MEDIUM

 Interest :  Interest :

LOW HIGH
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Measuring Interest

In the physical world sales
can see the interest of a lead.
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Measuring Interest

(2009) Steven Woods,
Eloqua’s CTO and co-
founder of Eloqua

Now you can see their
digital body language (interest)

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How Do We Measure Interest?

 Website Behavior
 Number of visits, depth of visit, how recent

 Form Submission Activity
 How many, which ones

 Email Responsiveness
 Eloqua Engage
 Program Participation
 Online events
 Offline events

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Qualification Criteria

Department/
Title/Role
Function
Expense Issues

Industry

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Lead Rating
Marketing Qualified Lead (MQL)

High
(60-100+) B A A
Qualification Level

Med
(21-59) D C B
Low
(0-20)
E C B
Low Med High
(0 – 20) (21 – 59) (60-100+)
Interest Level

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Lead Scoring Views in the App

Lead & Contact Layout

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Phase 3: Automated Lead Nurturing

Overall Objective: Suspect
Educate and guide prospects
efficiently through the buying process
in order to help facilitate the
Inquiry
transition from marketing on to sales Marketing
in an automated fashion. Qualified (MQL)

Nurtures Developed: MDR Working
• UK Small Business
• UK Enterprise Sales
• DACH Qualified (SQL)
• France Sales
Working

Closed
Won

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Content, content, content…

• Content Mapping Exercise
 What we learned:
o We had lot’s of content for mature prospects toward the bottom of
the funnel
o We had almost no content for new ‘suspect’ prospects at the top of
the funnel. We had to create A LOT of new content!
This is
• Localise =/= Google Translate! Gina
(our content
• Who owns and who creates the content? manager)
• Before: • Now:
• Local Field Marketer owns • Local Field Marketer owns
• Local Field Marketer creates • Content Manager creates and
approves

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Database Segmentation: A Necessity

NURTURE TRACK Business Unit Market Segment

UK SMB TRACK EMEA UK SMB
EMEA UK ENTERPRISE EAST
UK ENTERPRISE TRACK
EMEA UK ENTERPRISE WEST
EMEA DACH NATIONAL
DACH TRACK
EMEA DACH PRIMARY
EMEA FRANCE MAJOR
FRANCE TRACK EMEA FRANCE NATIONAL
EMEA FRANCE PRIMARY

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UK SMB
Suspect Nurture
Objective: Probe potential
prospects (email addresses) for
pain. Guide them to raise their
hand to create Inquiries and
MQL’s for MDR’s.

3 (+2) Suspect Email Touches.

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UK SMB
Inquiry Nurture
Objective: Allow prospects to
self-educate to become aware
that they have a problem and
allow marketing to qualify and
score to get MQL status.

5 Inquiry Email Touches.

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UK Enterprise
Suspect Nurture


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UK Enterprise
Inquiry Nurture


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France
Suspect Nurture


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France
Inquiry Nurture


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DACH
Suspect Nurture


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DACH
Inquiry Nurture


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Our Results: Pipeline Coverage

• 20% Year-on-year growth
• 256% achieved of passed opportunities
• DACH 198% of Q2 Target
 Dennis (DACH Nationals) — 605% (Q2)

 Thomas (DACH Primaries) — 2125% (Q2)

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RSM & RSD Quota Busters for Q2 - SALES

Adam Dafydd
122% 101%

UK SMB - WEST UK SMB

Thierry
140%

FRANCE

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Market Development Quota Busters for Q2
MDR = Market Development Rep

Alexandre
Veronika Alex
129%
125% 164%
FRANCE DACHIEE FRANCE

Martin Michael Milena
200% 111% 100%

UK DACHIEE UK

Peter Sarlote Simon
183% 110% 118%
UK DACH DACHIEE

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Our Results: Rejection Rates
• Declining Rejection Rates

o11.6% reduction in first quarter since launch
• This is more than the total we had achieved three quarters prior

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How this Affects Investment
UK SMB Example
FY12 SMB Model FY12 SMB Model
Investment required $ 850,633 Investment required $ 670,367
Lead to spend ratio 1:130 Lead to spend ratio 1:130
Inbound leads required 6543 Inbound leads required 5157
Lead to op conversion rate 20% Lead to op conversion rate 20%
Total passed opps 1309 Total passed opps 1031
Rejection Rate 51% Rejection Rate 19%
Total accepted opps 867 Total accepted opps 867
Total pipeline inc sales cycle $ 13,000,000 Total pipeline inc sales cycle $ 13,000,000
ARR Goal total $ 2,600,000 ARR Goal total $ 2,600,000

• Fixed Client Base
• Limited Resources
• Recession

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Our Results:
One Source of the Truth — Reporting

Cleggy
MDR

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Our Results: Culture
• By completely aligning the Sales and Marketing teams
in our EMEA Business Unit, we have made sure the
people, process and systems around the world are
working together for total Revenue Performance
Management.

• The results of this alignment have had a profound
cultural impact on us as well as an impact on revenue,
with 20% growth this past year.

• We finally have a predictive model and a united team to
drive the business every day.
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Do this next: Watch this FILM!

• Ignore Baseball
• Passion
• How to Carry out a
successful Project
 Mistakes
 Stakeholders
• Lead Scoring
 Scouting model

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And Finally…

1. Create and
Respect the
Funnel

2. Run a Content
Mapping Exercise

3. Start your own
“Fellowship of
the Lead”
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Thank You!

• Chris Porreca
• Marketing Operations Analyst @ Concur EMEA

• Chris_P_Duck_
• Chris Porreca

• chris.porreca@concur.com

• Chris Porreca

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Next Webcast: Marketing Automation #13

Next Webcast :Cloud Marketing

July 24th - 1pm UK/2pm CET

Webcasts
are broadcast live monthly on the
“Demand Generation” channel
http://www.brighttalk.com/channel/275

John Sweeney
LI: B2B Marketing Automation UK
Email: John.Sweeney@demandgen.com
Phone: +44 (0) 207 096 1835

Ebrief LEAD NURTURING
Ebrief LEAD SCORING

Sales and Marketing Demand Funnel

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