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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
The truth is, there’s a gap between marketing and sales. First, marketing is passing leads off to sales before they are ready. Because sales is getting lots of unqualified leads, they have to pick and choose which to follow up with. Those who might buy in the future end up being ignored. Eventually marketing spends even more time and money on reacquiring those leads down the road. This increases the cost to acquire each new customer.
Companies with these process challenges need, on average, 350 leads to create one paying customer.
Companies that have implemented these best practices typically see a fivefold improvement in their conversion rate from inquiry to customer.
Within Marketo, you can create a model to measure and optimize your marketing and sales processes. The beginning of the funnel, seen here on the left, is controlled by marketing and is automated by Marketo. Once a lead is passed to sales, control over the progress of the lead is managed by sales in the CRM system, but Marketo still has visibility into all of the actions and reporting so that you can focus your optimization on the entire revenue cycle.
A revenue model in Marketo has what we call a success path, which is the route that a lead takes to become a customer. It begins with an anonymous website visitor, who becomes known to you after filling out a form or taking some other action. As they start to engage with you, they gain points through scoring. Once they gain a sufficient amount of points, they reach the threshold, at which point they are usually passed to telemarketing or sales. Then sales works the lead, converts them into a contact/account, creates an opportunity, and eventually closes the opportunity as won.
Not every person ends up being a good lead for sales. We also have a stage for those people who will never buy from us, such as competitors, employees, and people in countries or regions we don’t serve.
Some leads might be good targets but just not ready to buy now. These leads can be detoured into a recycle bucket, where marketing nurtures them with communications and programs until they are ready to be routed back to sales for follow up again.
If you set up this revenue model in Marketo, you will get very useful metrics that can help you optimize your business. The model will give you information on flow, conversion, impact, and ROI, just to name a few.