Hiring technical talent in Marketing

Presenter Name, Title and or Date
©2008-15 New Relic, Inc. All rights reserved.
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And the geeks shall inherit the Earth…
Baxter Denney, Vice President, Online Marketing & Operations, New Relic!

Conﬁdential ©2008-15 New Relic, Inc. All rights reserved.
Building a global brand, driving demand

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“Half the money I spend on
advertising is wasted. The trouble is I
don’t know which half.”!
-John Wanamaker
marketing technology

SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 4
Marketing Technology Spend Has Rapidly Increased
Investment in marketing systems and tools has increased
steadily in many organizations over the past several years.
Marketing Budget as a % of Corp Rev
$0M
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$10B
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$500M
$100M
B-to-B Non-Software
$0M
$2M
$4M
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$10B
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B-to-B Software

§  At least 4 years of relevant professional online marketing experience
§  Technical degree (economics, engineering, statistics) strongly
preferred.
§  Experience with overall marketing strategy, including budget
allocation, opportunity assessment and prioritization.
§  Strong familiarity with SQL.
§  Advanced Excel functionality.
§  Prefer to be hands-on and can multi-task with ease.
§  A desire to work in a fast-paced, data-driven environment
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Job Requirements, Marketing Operations Manager:

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Job Requirements, Sales Operations Analyst

§  B.A. or B.S. degree or equivalent
§  5-10 years solid sales operations experience
§  Expert in “all things” SFDC is a must
§  Experience in subscription-based and/or SaaS-based business, including quote-to-order process
§  Experience in using using Microsoft Oﬃce Suite, especially Excel (Pivots, Look-Ups, Filtering) and
PowerPoint, Google Apps for Business, DocuSign, WebEx, and DiscoverOrg
§  Self-starter with ability to work in a fast-paced, ever-changing environment
§  Team player with strong cross group collaboration skills
§  Experience with presentations to senior executives in sales, ﬁnance and/or operations
§  Strong communication skills and management presence
§  Superior problem-solving skills. Must be able to accurately compile and synthesize quantitative and
qualitative data
§  Excellent customer service attitude
§  Have empathy

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Growth in Marketing and Sales Technology Jobs
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Data from Indeed.com job trends

Talent Characteristics
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Framework for talent
§  Proactive
§  Hacky
§  Analytical
§  Connected
§  Empathetic
§  PHACE

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Framework for Talent: PHACE
§  PROACTIVE: controlling a situation by making
things happen or by preparing for possible
future problems

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§  HACKY: moving fast and breaking things, not settling for things that don’t work they way they should.
Unafraid of the unknown, especially as it relates to technology.

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§  ANALYTICAL: characterized by analysis rather than inﬂection. AKA #datanerd

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§  CONNECTED: part of the Marketing and Sales Technology ‘scene’, online or otherwise. Asks to go to
conferences, attend user groups and meetups, etc. Spends time with folks outside their department.

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§  EMPATHETIC: putting yourself in others’ shoes

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Evaluating PHACE
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1
2
3
4
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PROACTIVE
HACKY
ANALYTICAL CONNECTED
EMPHATHETIC

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Secondary characteristics
§  Introverted
§  Thoughtful
§  Quirky

Sourcing and Recruiting
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Sourcing - internally
§  Within your department
§  Sales/Marketing Operations
§  Business Operations
§  Business Analysts
§  Admin and support functions

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Sourcing - externally
§  LinkedIn

§  Conferences / Meetups
§  Consultants
§  Technology community sites
§  Other unicorns!

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“Where do you see yourself in 5 years?”!
“Tell me about a time when…”!
“What are your biggest strengths/
weaknesses”!

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“What’s your most interesting project
outside of work?”!
“What metric do you wish you could track
(and how would you do it)?”!
“What app do you love (or hate) and why?”!
“What was the most interesting talk or
presentation you’ve seen this year?”!

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Interviewing - exercise
If you were hired for this position, one of your responsibilities will be to
gathering, analyze, and synthesize data from various sources for marketing and
sales teams at New Relic.

Use the provided spreadsheet to answer the following questions:
•  Volume: How many MQLs were routed? How many people signed up for a
Trial? Activated their trial? How many MQLs were created and routed?
•  Conversion: What is the conversion rate from Trial Sign Up to Activation?
From Inquiry to MQL? From MQL to SAL?
•  Velocity: How many days did it take to go from signing up for a trial to
activation? From Sign up to MQL?

Show each of the above metrics grouped by Company Size, by Qualiﬁcation
Reason, and by Selling Team. Considering the data, what could New Relic do to
increase volume, velocity, and conversion for the following quarter?

Exercise Deliverable:
Build a short slide deck (no more than 5 slides excluding title and appendix
slides) that answer the above business questions for delivery to Marketing and
Sales leadership.

Development / Retention
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Beyond PHACE
§  Creative marketing
§  In-person communication
§  People management
§  Working with extroverts
§  Simplifying the technically complex

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Retention

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Conclusion

Thanks!

Hiring technical talent in Marketing

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