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Secret Sauce for Sales Bill Binch, VP Sales and Customer Success, Marketo Anneke Seley, CEO and Founder, Phone Works

Secret Sauce for Sales

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Page 1: Secret Sauce for Sales

Secret Sauce for Sales

Bill  Binch,  VP  Sales  and  Customer  Success,  MarketoAnneke  Seley,  CEO  and  Founder,  Phone  Works

Page 2: Secret Sauce for Sales

50

100

150

200

300

Marketo at a Glance

©  2009  Marketo,  Inc.      

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Page 3: Secret Sauce for Sales

Revenue Cycle BenchmarksInvestment-­‐to-­‐

PipelineAverage  cost  of  demand  crea0on  

of  the  sales  pipeline

Sales-­‐to-­‐  Marke;ngRa0o  of  sales  investment  to  marke0ng  investment

Marke;ng  Sourced  Pipeline%  sales  pipeline  

uniquely  created  by  marke0ng

Customer  Acquisi;on  Cost∆Gross  Margin  /  

sales  and  marke0ng  costs

4-­‐6% 3:1 21% 0.7

3-­‐6% ? 32% 1.0+

9% 1:1 60% 1.3Source: SiriusDecisions, Marketo, Bessemer Venture Partners

Marketo

Best  Prac-ce

Benchm

ark

Page 4: Secret Sauce for Sales

Cust-­‐omer

Marketo Revenue Cycle

Pend

ing Prospect

RecycledLead Oppor-­‐

tunity

Awaren

ess

Name  &  Email In-­‐Profile Sales-­‐Ready

/  Score>65Sales  Active

Anony-­‐mous

Inqu

iry

Nurturing  Database

Page 5: Secret Sauce for Sales

Marketo Revenue Cycle~60  days ~45  days

Cust-­‐omer

Pend

ing Prospect

RecycledLead Oppor-­‐

tunity

Awaren

ess

Name  &  Email In-­‐Profile Sales-­‐Ready

/  Score>65Sales  Active

Anony-­‐mous

Inqu

iry

Nurturing  Database

Page 6: Secret Sauce for Sales

A Conversation, Not a Script

Older solutionsassume marketing can script the buyer’s process

Marketo is based on listening and responding tothe buyer

©  2009  Marketo,  Inc.      

Page 7: Secret Sauce for Sales

© 2009 Marketo, Inc.

Page 8: Secret Sauce for Sales

Sample of Lead Scoring MethodologyVisit  any  webpage:  +1

Watch  demos:  +5  each

Register  for  webinar:  +3

AIend  webinar:  +5

Download  thought  leadership:  +3

Download  Marketo  reviews:  +12

More  than  8  pages  in  one  visit:  +7

Visit  website  2X  in  one  week:  +8

Search  for  “Marketo”:  +15

Visit  pricing  pages:  +5

Visit  careers  pages:  -­‐10

Page 9: Secret Sauce for Sales

Lead Follow-Up Processes

Low  Score High  Score  /  Latent  Buying

High  Score  /  AcWve  Buying

Enterprise

Target

Other

Target  Account Unrealized  Need Immediate  Sales  Follow-­‐Up

ProspecWng  2.0 Unrealized  Need Immediate  QualificaWon

X X Low-­‐Priority  QualificaWon

Page 10: Secret Sauce for Sales

No Lead Left Behind

Day  1:  >65  Point  Lead  Score

Day  2:  Call  &  Sales  2.0  Email

Day  5:  Content  Offer  Email

Day  9:  Call

Day  16:  Email  1-­‐4

Day  21:  Recycle

Page 11: Secret Sauce for Sales

Final Email

Please let me know your interest level in Marketo’s lead management solution on a scale of 1-4

Page 12: Secret Sauce for Sales

5 Item Qualification Sheet

1. Compelling  Event

2. Key  Pains  or  Needs3. Tools/Current  MarkeWng  Process

4. Timeframe

5. Annual  Revenue

Page 13: Secret Sauce for Sales

Email Alerts

Page 14: Secret Sauce for Sales

Lead Dispositions

• Reset  score  to  20

• OpWonally  specify  Wmeframe

Recycle Convert

Page 15: Secret Sauce for Sales

Definitive Guide to Lead Nurturing

Marketo.com/dg2lead-­‐nurturing

Page 16: Secret Sauce for Sales

© 2009 Marketo, Inc. Marketo Confidential Until June 9, 2009

Page 17: Secret Sauce for Sales

Two Week Free Trial

Page 18: Secret Sauce for Sales

Lessons Learned

Sales  and  marke;ng  alignment

Are  you  execu;ng  to  the  last  mile?

Best  prac;ces  focused  on  driving  revenue

Page 19: Secret Sauce for Sales

Question and Answer

Anneke  SeleyFounder  &  CEO  [email protected]  

Bill  BinchVP  of  [email protected]