Demand Gen Report's Strategy & Planning Series session presented by Full Circle Insights

1. #SPS2015
Get
Out
Of
The
Dark
And
Turn
On
The
Insights
–
5
Steps
To
Full
Funnel
Visibility
SPONSORED BY:

2. #SPS2015
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#SPS2015
Demand
Gen
Report:
@DG_Report
Carol
Krol:
@carolkrol
Full
Circle
Insights:
@fc_insights
Bonnie
Crater:
@BonnieCrater
Jobvite:
@Jobvite
Ma5
Singer:
@MaLhewDSinger

3. #SPS2015
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4. #SPS2015
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5. #SPS2015
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6. #SPS2015
Ma5
Singer
VP,
MarkeIng
Jobvite
@MaLhewDSinger
Bonnie
Crater
President
&
CEO
Full
Circle
Insights
@BonnieCrater
Panelists
MODERATOR:
Carol
Krol
Editor-­‐In-­‐Chief,
Demand
Gen
Report

7. Agenda
• Introduction
• About Full Circle Insights
• Our 5 Step Approach
• Jobvite’s Approach
• Questions
7

8. The problem we solve
8
SalesforceMarketing Automation

9. The problem we solve
9
SalesforceMarketing Automation

10. Native marketing analytics within Salesforce
10
Campaigns / Leads / Contacts / Accounts / Opportunities

11. companies that Full Circle 11

12. Our Approach
Acknowledge you have a marketing data problem1
2
3
4
5
Set goals, definitions, and aspirations
Align teams and execs
Measure progress
Reassess results to drive further success
12

13. AUTOMATES THE
RECRUITING FUNNEL
JOBVITE
• Drive employee referrals
• Leverage social networks
• Hire better candidates
JOBVITE
REFER
• Powerful web search
• Powerful database search
• Web page campaigns
• Social media campaigns
• Email campaigns
• Candidate relationship management
JOBVITE
ENGAGE
• World-class applicant tracking
JOBVITE
HIRE
• Real-time data to support
decision-making
JOBVITE
REPORTING & ANALYTICS
RECRUITED
Employee
Hire
Candidate Stages
Candidate Engagement
Prospect Nurture
Talent Pool
Inquiry/Prospect

14. Jobvite Customer Reach
Retail &
Consumer
Energy &
Transportation
Financial,
Media & Services
Internet
Technology
Healthcare &
Education

15. Agenda
Problem
We were asked to demonstrate our ability to "
scale the marketing engine in 2014
Challenges
No single source of data
Lack of alignment with Sales and Marketing
Solutions & Results

16. I. Problem

17.
Problem: Scale the funnel to assess fundraising goal
Jobvite’s CEO: “We are going to raise more
money! How much money do we need to
generate X million in revenue?”
Matt: “How can we slice and dice the funnel to
get the answers?”

18. II. Challenges

19. Challenges
• No single source of data
• Data mistrust
• Lack of executive buy-in
• Lack of alignment between different departments

20. Bookings
(SQL Won)
Pipeline (SQLs)
MQL/TQL/SAL
Inquiries / Net new Leads
• Clear goals from the
CEO and the board.
• Cost per Inquiry?
• Cost per Lead?
• Campaign Influence?
• Campaign ROI?
• Where is the data?
• No Alignment!
• No Collaboration!
• No definitions!
• No SLAs!

21. III. Solutions & Results

22. Solution: Creation of Operations “A-Team”
Merging of Sales &
Marketing Operations
into 1 team!

23. Results: A-Team
1. Centralization of knowledge
2. Exec buy-in
3. Liaison & alignment
4. Realistic timelines
5. Shared goals
In reality:
• Is it scalable?
• It’s not easy to find experts in both Marketing & Sales ops?
• How do you justify budget?

24. Solution: Single source of truth
Full Circle Implementation in Salesforce

25. Results: Single source of truth
1. Credibility
2. Transparency
3. Increase efficiency
4. Agreed upon definitions
In reality:
1. It takes time!
2. Need buy-in!

26. Solution: The 1:1 Funnel
MarkeIng
Funnel
Sales
Funnel
Slice and dice the funnel by Source
Sales
&
MarkeIng
Funnel

27. Results: Single source of truth
1. Credibility
2. Transparency
3. Increase efficiency
4. Agreed upon definitions
In reality:
1. It takes time!
2. Need buy-in!

28. Results: SLAs & Funnel Definitions
• 20+% improvement in SLAs (90%+ of Leads "
are being processed within few hours)
• 10% increase in Sales Accepted Leads
• Fewer pushed deals
• Fewer bogus Opportunities

29. Solution: The Funnel
The
SMB
Funnel
The
Enterprise
Funnel
Slice and dice the funnel by team

30. Solution: The Funnel (Trends)
Slice and dice the funnel by funnel stage

31. Solution: The Funnel (Personalized Funnels)
Slice and dice the funnel by sales rep

32. Solutions: SLAs & Funnel Definitions
Define à Train à Measure à Optimize
Lead Status
Rejected
Rejected Reason
Lead Status
Nurture
Nurture Reason
Lead Status
Sales
Accepted
Lead Status
Attempting
Contact
Lead Status
Open
24H
12/21
Days

33. Solution: Funnel Velocity
Funnel
Velocity
AcPonable
leads
Velocity
Find leaks in your funnel

34. Results: The Funnel
1. Understanding funnel leakages
2. Increase communication and transparency
3. Reverse funnel to determine DG budget
In reality:
1. It takes time!
2. No secret sauce or best practices.

35. Results: Doubled Productivity
+0.77%
Inquiry to win
+10% "
Sales Accepted
+33% Mid/
Enterprise
Inquiries
+20% "
accuracy Pipeline/
Bookings
Forecast
7"
out of 10
Customer at-risk
predict

36. Our Approach
Acknowledge you have a marketing data problem1
2
3
4
5
Set goals, definitions, and aspirations
Align teams and execs
Measure progress
Reassess results to drive further success
36

37. Thank you.

38. #SPS2015
Ma5
Singer
VP,
MarkeIng
Jobvite
@MaLhewDSinger
Bonnie
Crater
President
&
CEO
Full
Circle
Insights
@BonnieCrater
Q&A
Panelists
MODERATOR:
Carol
Krol
Editor-­‐In-­‐Chief,
Demand
Gen
Report

39. #SPS2015
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