Tim Price, Act-On Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.

1. CRM and MA: Understanding the
Relationship Continuum
Tim Price, Act-On

2. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

3. The Usual Conundrum
3
Sales wants all
“leads” fast Marketing hits the
“more” button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “leads”
are no good
Marketing:
Wasted effort, poor performance,
bitterness, despairReference: Sirius Decisions

4. What Typically Happens
4
Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Close
417 inquiries to
close 1 deal
Sales Acceptance
Marketing and Tele Qualification
Inquiry
80%
No nurture/
qualification
100%
Sales accepts
everything/nothing
3% - ??
Inefficient use of
sales resources
SQL
10% - ??
Poor pipeline
dynamics
Sales Qualification
Close
Sales Qualification
Marketing Qualification
Inquiry
OutboundInbound
Teleprospecting Qualified
Leads (TQLs)
Teleprospecting Accepted Leads (TALs)
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Automation Qualified Leads (AQLs)
Teleprospecting
Generated Leads (TGLs)
Sales Qualified Leads (SQLs)
Won Business
Reference: Sirius Decisions

5. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

6. LEADS
MQL
SQL &
OPPORTUNITIES
CUSTOMERS
ENGAGED
CUSTOMERS
ADVOCATE
& FAN
Change the Process & the Results
Campaigns, Content, Programs, SLAs,
Measurement & Results
Joint Effort
Sales ResponsibilityMarketing Responsibility

7. Acquisition Programs
• Build Database
– Permission-based list acquisition
– Data capture
• Attract Attention
– Tell the story
– Links, videos, & images
• Content Strategies
– Blog, website, social media
– Right target receiving relevant and engaging content
Gather prospect information where ever possible
LEADS
MQL
SQL &
OPPORTUNITIES
CUSTOMERSENGAGED
CUSTOMERS
ADVOCATE
& FAN
NAMES

8. Develop & Deploy Great Content
• Develop
– Partner & co-sponsor
with industry thought leaders
– Capture emergent trends/topics
– Repurpose content
• Deploy
– Promote in multiple channels
– Website, social media, email
– Insist on a call to action
Create a hub of compelling and contemporary
content – reuse as appropriate

9. Nurture Before You Sell
• Coordinated Campaigns
– Editorial Calendar – compelling content and events
– Share your story – easy to embrace and understand
– Sales and Marketing – same coordinated story
• Scoring
– Segmentation and nurturing based on actions
– Who gets what based on what they have done
• Feedback
– “Know” how they are finding you
– Constant iteration to keep content fresh
– Take advantage of repurposing content
Organizations that nurture leads see lead generation
ROI of 138% versus 78% for those that don’t
Source: Marketing Sherpa

10. Deliberate Approach to Scoring
EMAIL MARKETING WEB VISITS WEBINARS
FORMS PAY-PER-CLICK PHYSICAL ACTIVITIES
• Clicked on message
• More points for specific messages
• Do not assign score for:
• “Email sent” – no action taken
on their part
• “Opens”
• How many pages did they visit?
• Which pages did they visit:
Contact Us and/or Pricing vs
Support?
• How often do they visit the site?
• Where did they come from?
• Download whitepaper or other
media?
Act-On Customer Rapid Notify had 50% increase in opportunity
creation and 20% increase in close rate after implementing scoring
• Attendees vs. Non-Attendees
• Who visited registration page but
didn’t submit
• Submitted /viewed form
• How did they respond to the
questions?
• Is the data they provided valid?
• Do they fit your target audience?
• Which keywords perform the best?
• What is my cost per click?
• Where did they come from?
• Attended a trade show / physical
event?
• Which mailing lists performed the
best?
• Which print advertising generates
leads?

11. Lead Scoring Example
Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.
Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System
Administrator
3 Sales Engineer -4
Location of
Headquarters
United States 5 Hong Kong 4 Romania -5
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information
Technology
Services
5 Computer
Software
4 Automotive -5
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5

12. Setting Up Scoring

13. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

14. The Art of the Handoff
• Lead definitions (what is a lead?)
• Timeframe & responsibility
• Criteria for acceptance & rejection
• Routing of leads (who gets what?)
• Well defined service level agreements (SLAs)
LEADS
MQL
SQL &
OPPORTUNITIES
CUSTOMERS
ENGAGED
CUSTOMERS
ADVOCATE
& FAN

15. Using Scores to Prioritize Leads

16. CRM Integration – Hot Leads to Sales

17. Ensuring Success
• Focus
– Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve
– Adjust based on performance metrics, data and feedback
• Enforce
– Those bound by SLAs must be held responsible
– Visibility into key performance metrics for each function
– Agreement between leaders on how to manage
• Own
– Marketing and sales operations usually own maintenance
– Marketing and sales leaders sign and communicate contents
17
Automation helps track & measure performance

18. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

19. Start by Keeping it Simple…
19
Function Key Metrics
All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
Telesales
• Accept/reject/disqualify/promote timeframes
• Disqualify reasons (adherence and lead quality)
Sales
• Accept/reject/disqualify/promote timeframes
• Disqualify reasons (adherence)
Truly successful decision making relies on a
balance between deliberate and instinctive
thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005

20. From Leads to Revenue… Close the Loop
• Complete campaign
reports to measure leads
& opportunities
• Detailed reports groups
campaign by campaign
type
• Integrate Opportunity and
Closed data from SFA
New Leads
Leads Converted
To Opportunities
Opportunities
To Revenue
Campaign
Performance by
Campaign Type

21. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up and Questions

22. Marketing Automation for the Customer Lifecycle
ACQUISITION
PROGRAMS
NURTURING
PROGRAMS
MARKETING TO
SALES HANDOFF
CUSTOMER
SUCCESS
PROGRAMS
Social
Webinars
Whitepapers
STAGESACTIVITIESSYSTEMS
LEADS
MQL
SQL &
OPPORTUNITIES
CUSTOMERS
ENGAGED
CUSTOMERS
ADVOCATE
& FAN
EXPANSION
Advocacy
Referrals
Increased Purchases
Implementation
Training
Usage

23. About Act-On
• Our Company
– Founded in 2008 by founders of Responsys and Webex
– 140+ employees today in Oregon & California
• Our Technology
– Designed from the ground up for small marketing teams
– Simple, powerful and easy to integrate
– 3rd generation SaaS platform built to scale
• Our Customers
– 1,400+ and growing across all major vertical industries
– From Progressive Insurance and Cisco to many companies
you probably don’t recognize

24. Questions…
Phone: (877) 530-1555 Email: info@act-on.com
@ActOnSoftware | #ActOnSW

25. Thank You
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