Guest speaker and April 2017 presentation to the University of Colorado/Denver evening MBA program and marketing class focused upon CRM.

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The Marketing Funnel is Dead –
Long Live the Marketing Funnel!
Fred Isbell, Senior Marketing Director, SAP
University of Colorado Denver
April 2017

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Agenda
 Introductions & Objectives
 Marketing Funnel, BANTS and Conversions
 The “New” Buyers Journey, Modern Marketing & the Sirius Decisions
Waterfall
 Customer Relationship Management, Data Science and Big Data/Analytics
 Navigating Marketing Technology
 Q&A and Wrap-Up

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About Fred Isbell
 Senior Marketing Director and BMO Lead, SAP Digital
Business Services and SAP HEC Marketing
 Director SAP North America Field Marketing and SMB
Channels Marketing 2000-2004
 Senior Director NA Marketing and Head of Services Marketing
2004-2012
 Solutions, Internet and Services Marketing Compaq and
Digital Equipment Corporation (DEC) 1988-2000
 Senior Consultant, Burke Marketing Services and IRI 1985-
1988
 BA Economics & Political Science Yale and MBA Marketing
Duke Fuqua School of Business; Fuqua Scholar and recipient
of 2015 Fuqua Alumni Exemplary Leadership Award

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The Marketing Funnel

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Lead Qualification and BANTS Scoring
BUDGET AUTHORITY
TIMEFRAMENEED
Key Considerations:
 Establish a Lead Level
thought Qualification
Questions
 Score the Lead and establish
a minimum level/score for
lead pass to sales and/or
additional qualification
 Take into consideration
customer readiness for a
project, budget available, the
presence of a decision maker
and overall timeframe

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BANTS Lead Scoring:
Example
L3
L4
L5
21-50
51-80
81-100
Have specific
customer needs or
pain points been
identified?
Yes=7
Was a specific SAP
solution or service
discussed?
Yes=20
Does a project or a
compelling
event/situation exist?
Yes=18
7
25
45
Is there a commitment
at an executive level for
this project?
Yes=8
53
What is the role of the
person?
Decision Maker=4
57
Timeframe?
<9 Months=1067
Is there a budget to address the
specific business need being
discussed?
Yes=12
79
L4
BANT
Score=79

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SAP Marketing Funnel and Conversions
Marketing Leads
Marketing Generated
Pipeline Volume & Value:
(L1)
(L2)
(L3)
(L4)
(L4)
(L5)
Increase
Conversion
Lead
Acceleration
LeadGen&
Awareness
Sales
Funnel
Funnel
Acceleration
F-A
% YoY
% Plan
Marketing
Pipeline
Contribution (%)
Lead
Conversion (%)
Booked-Won
Conversion (%)
Marketing Generated
Booked-Won Volume & Value:
% YoY
% Plan
% YoY
% Plan

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The Marketing Funnel is Dead … Long Live the Marketing Funnel
“Yet despite its ubiquity, the funnel isn’t a particularly flattering shape for
modern marketing.
It fails to take into consideration the powerful feedback loops between
existing customers and newly arriving prospects that search and social media
have wired up. It has no notion of repeat business or strengthening an
existing customer’s account. It writes off people who end up choosing an
alternative solution — when, in fact, those relationships still have value, too”
Source: Scott Brinker, The Artist Formerly Known As The Marketing Funnel, October
2013
A better metaphor, which has been growing in popularity, is “the buyer’s journey”
Then
Now
“Symptoms of a sick funnel show up inside tech vendor companies, too.
Sales and marketing teams bicker over the number and quality of leads.
Companies lack the right data to judge performance, predict the pipeline,
and refine strategy. Salespeople don't have the tools needed to sell in
spite of the fact that they have access to a tonnage of content. Prospects
fall out of the pipeline, and no one knows why”.
Source: IDC

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The “New” Buyer’s Journey Unites and Aligns Sales and Marketing
How this is different:
 No implicit hand-offs between sales and marketing
 Majority of exploration done on-line before talking to a
sales rep
 Introduces new content requirements – importance of
mobile-ready content
 Departure from traditional “Marketing funnel”
Source: IDC Source: Kapost

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The Sirius Decisions Waterfall
Source: SiriusDecisions
Critical Success Factors:
 Standard Methodology
 Systems and Processes
 Dashboards & Reporting
 Governance and Review
 Marketing Automation & CRM
Integration
Foundation for “new” SAP
Lead Management Principles
and transition in 2017

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Customer Relationship Management (CRM)
Customer relationship management (CRM) is an approach to managing a company's interaction with
current and potential future customers that tries to analyze data about customers' history with a company
and to improve business relationships with customers, specifically focusing on customer retention and
ultimately driving sales growth.
Components in the different types of CRM
Source: Wikipedia
CRM Solutions Include:

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SAP Customer Relationship Management (CRM) Phases
SAP CRM Phase Definitions:
F: New Entry into CRM 0% probability
E: Early Stage of Sales Cycle 0-25%
D: Probably or Upside Deal 25-50%
C:Probably or Upside Deal 50-75%
B: Current Quarter Deal 75-99%
A: Won or Booked closed 100%

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Modern Marketing
Modern Marketing is:
 Strategic
 Driven by data and insights
 Combines left and Right Brain
skills
 Aligned with Sales
 Agile (like modern software
methodology)
 Leverages Marketing
Technology (MarTec) and
Automation

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The Geeks Won: Data Sciences
Napoleon's March – from “The Visual display Of Quantitative Information”
Data Science definition:
 In general terms, data science is the
extraction of knowledge from data
 It employs techniques and theories
drawn from many fields within the
broad areas of mathematics,
statistics, information theory and
information technology
Data Scientists definition:
 Data scientists investigate complex
problems through expertise in
disciplines within the fields of
mathematics, statistics, and
computer science
 A data scientist will most likely be
expert in only one or at most two of
these areas and merely proficient in
the other(s).
Edward Tufte is a statistician, artist, and
Professor Emeritus of Political Science,
Statistics and Computer Science at
Yale University

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My Information Technology (IT) Journey & Navigation
IBM 3270
Terminal
c.1982
Compaq
“Portable”
c. 1983
Tech
Stack
c.2015
Desktop,
Laptop &
iPAQ PDA
c. 1998

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Marketing Technology: A Definition
Source: ITSMA 2015
Marketing Technology is
included in the “3rd Platform”
and Based Upon Key Elements

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Navigating the Marketing Technology Landscape
Focus your Learning &
Development upon:
 Customer Relationship
Management (CRM)
 Marketing Automation
 Marketing Dashboards
 Digital Media
 Big Data and Analytics
 Data Visualization
 Predictive Analytics
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com and Lumascape
 The number of marketing solutions doubled year over year (YoY) --
~4,000 marketing technology solutions
 ~3,500 unique vendors
 Up from ~350 in 2012!

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SAP is a long-time trusted leader
in transforming businesses
More at www.sap.com

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Five Key Concepts to Take Away
 The Marketing Funnel (like chivalry) may be sick, but it’s not dead! Focus on understanding
the methodology, processes and tools around it and embrace the “modern version” (the
SiriusDecisions Waterfall) and the “new” Buyers Journey
 CRM is a critical tool for sales and marketing – become an expert related to your function,
organization and skill set – you will be glad to did!
 Modern Marketing is here – it’s both “art” and “science” and lots of STEM makes it “STEAM”
when we apply the “art” to the “science”
 Embrace Data Sciences in your own way and related to your role/function – the Geeks Won!
 Stay ahead of the curve regarding Marketing Technology – start with the tool discussed
today and expand upon this and be your own team’s/organization’s resident expert

20. Wrap-Up and Q&A

21. Thank You!
Fred Isbell
Senior Director, BMO Lead SAP Digital
Business Services & SAP HEC Marketing
fred.isbell@sap.com
www.sap.com/services
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In: www.linkedin.com/pub/fred-
isbell/0/827/903Edit