View
822
Download
1
Category
Tags:
Preview:
DESCRIPTION
Are you looking for ways to create significant marketing and sales success within your company? Join Paul Albright, former CMO for SuccessFactors and newly appointed Chief Revenue Officer for Marketo, as he shares what has worked for him in an exclusive webcast. As part of the Revenue Masters Webinar Series. Visit www.marketo.com for more information.
Citation preview
Revenue SecretsRevenue SecretsDemystifying the strategies of high momentum marketing and sales
#Marketo
Revenue SecretsRevenue SecretsDemystifying the strategies of high momentum marketing g gand sales
Paul AlbrightChief Revenue Officer MarketoChief Revenue Officer, Marketo
#Marketo
Page 3
Focus on Growth
A History of Innovation “Firsts”
Sybase: $200m - $1B revenue
I f ti $0 $1B M k t C IPO
1993
Informatica: $0 - $1B Market Cap IPO
Greylock: SuccessFactors Advisor
1995
2003 Greylock: SuccessFactors Advisor
Network Appliance: $3B -$14B Market Cap
2003
2004 Network Appliance: $3B $14B Market Cap
Success Factors: $2m - $2B Market Cap
2004
2007
Page 4
p2007
© 2011 Marketo, Inc. All Rights Reserved
Growth & Market ShareGrowth & Market Shareis Least Expensive Todayis Least Expensive Today
Economic downturns can more than double thelikelihood that a business significantly changes itsindustry ranking and those that make it into the top
Economic downturns can more than double thelikelihood that a business significantly changes itsindustry ranking and those that make it into the topindustry ranking, and those that make it into the topquartile during a downturn typically sustain theirmarket premium for an average of three years
industry ranking, and those that make it into the topquartile during a downturn typically sustain theirmarket premium for an average of three yearsmarket premium for an average of three years.market premium for an average of three years.
Page 5
Source: Corporate Executive Board
Goal – Don’t Waste A Good Recession
Grow Faster
Generate More Cash
I ti P d t & B iInnovation: Product & Business
Best People Used in the Best Way
Partnering for Real Results
Continual Productivity Improvement
Improve Operating Margins
Page 6
Improve Operating Margins
© 2011 Marketo, Inc. All Rights Reserved
Page 7
Key Questions
What are your company’s goals & how are you aligned?
Are you telling a different story that drives action?
Do you have proof of your claims so others get it?
Are buyers finding you before your competition?
Are you seeing improved performance monthly? Do others see this as well?
Your top 5 metrics you use to measure success?Your top 5 metrics you use to measure success?
Are your sales people and partners marketing’s biggest fans?
Page 8
g gg
© 2011 Marketo, Inc. All Rights Reserved
Example Metrics
How much has marketing contributed to sales in the last week? Month? Quarter?
What % of your budget is focused on lead nurturing?
How large is your associated DB/list?
What is your demand-to-close conversion rate?
What is your pitch-to-win-ratio?
How many lead sources do you have now? How many lead sources do you have now?
How are your key metrics changing over time? ROI by campaign? By region? By partner/rep?
Page 9© 2011 Marketo, Inc. All Rights Reserved
What Are You Playing For?What Are You Playing For?
Page 10
Page 11© 2011 Marketo, Inc. All Rights Reserved
Page 12
1. Change the way you get buyers1. Change the way you get buyersg y y g y
2. Track and improve every buying step
g y y g y
2. Track and improve every buying step
3. Tell sales where to spend their time
4 Report results weekly/monthly
3. Tell sales where to spend their time
4 Report results weekly/monthly4. Report results weekly/monthly
5. Measure brand/sales impact
4. Report results weekly/monthly
5. Measure brand/sales impactpp
Page 13
More, High-Results, Revenue Programs
HighPotential $
g
ssssss
L HighLow Accessibility
xxx
L
Page 14© 2011 Marketo, Inc. All Rights Reserved
Low
Map Your Campaigns to the Right AudienceRight Audience
OUTCOMEExecutiveC O
PROCESSMiddle Management
[CxOs]
PROCESSMiddle Management[Dir./VP]
PRODUCTDo’ers
Page 15© 2011 Marketo, Inc. All Rights Reserved
45% of Sales’ Time is Wasted 45% of Sales’ Time is Wasted Trying to Figure Out Where to
Page 16
y g to gu e Out W e e to Spend Their Time!
Page 17
Revenue Performance: Marketing Must Play a Bigger RoleMarketing Must Play a Bigger Role
Nurture Score
More Deals,Lower Cost
000s ofCreate
Preference Lower CostCampaignsPreference
Early
Page 18© 2011 Marketo, Inc. All Rights Reserved
Old Way
{Untouched
Suspects { {
Touched Inbound
Marketing
{LeadOpp
Sales Cycle
Opportunities { SalesSales CycleClose
L/S Pipeline {Page 19© 2011 Marketo, Inc. All Rights Reserved
{
New Way
{Untouched
Suspects { Touched Inbound
MarketingLeadOpp
Sales Cycle Sales
{Opportunities {Sales Cycle
CloseSales
{
L/S Pipeline {Page 20© 2011 Marketo, Inc. All Rights Reserved
{
Benchmark & Report Results
Tech Industry
Lead to Opportunity
yAverage
10%Lead to Opportunity
Opportunity to Close
10%
15%Opportunity to Close
Lead to Close
15%
1 5%Lead to Close 1.5%
Page 21© 2011 Marketo, Inc. All Rights Reserved
Innovate:Innovate:Innovate:Innovate:
Preparation + Perspiration =
$ €$$!Preparation + Perspiration =
$ €$$!Page 22
$ucc€$$!$ucc€$$!
Beat Your Goals
1. Get buyers via social media
2. 10x Your Lead Sources
3. Measure by campaign, channel, rep
4. Nurture = Insight = Performance
5 Score before selling5. Score before selling
Page 23© 2011 Marketo, Inc. All Rights Reserved
Style & Lessons Learned
Execution-driven… results, results, results
Data-centric & customer focused
Initiate: Take the offense and lead
Outside-in thinking
Accountable: Drive decisions during times of ambiguity
High expectations
bl f lAble to see patterns from complexity
Preparation + Perspiration – Interference = Potential
Thi k f l dThink, feel, do
Be direct, take feedback, be real
Don’t suffer fools
Page 24
Don’t suffer fools
© 2011 Marketo, Inc. All Rights Reserved
Page 25
Call to Action
Leverage others’ experiences to plan
S t bi ti l t iSet big-time goals + metrics
Make changes to grow fasterMake changes to grow faster
Put systems in place now y pto scale!
Page 26© 2011 Marketo, Inc. All Rights Reserved
I Stand Ready to Help:I Stand Ready to Help:y p
palbright@marketo com
y p
palbright@marketo compalbright@marketo.compalbright@marketo.com
Page 27
Page 28
l Alb i hPaul AlbrightChief Revenue Officer, Marketo
&&#Marketo
Post-webinar discussionhttp://bit ly/MarketoChathttp://bit.ly/MarketoChat
Webinar slides and discussion highlightsWebinar slides and discussion highlightshttp://linkd.in/marketo-group
#Marketo
Thank YouThank YouContact Us+1.877.260.6586www.marketo.com
#Marketo
© 2011 Marketo, Inc. All Rights Reserved
Recommended