Revenue Secrets: Demystifying the Strategies of High Momentum Marketing and Sales

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

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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

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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.

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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

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Improve Operating Margins


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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?

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g gg


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?

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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

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More, High-Results, Revenue Programs

HighPotential $

g

ssssss

L HighLow Accessibility

xxx

L


Low

Map Your Campaigns to the Right AudienceRight Audience

OUTCOMEExecutiveC O

PROCESSMiddle Management

[CxOs]

PROCESSMiddle Management[Dir./VP]

PRODUCTDo’ers


45% of Sales’ Time is Wasted 45% of Sales’ Time is Wasted Trying to Figure Out Where to

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y g to gu e Out W e e to Spend Their Time!

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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


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%


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


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

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Don’t suffer fools


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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!


I Stand Ready to Help:I Stand Ready to Help:y p

palbright@marketo com

y p

palbright@marketo [email protected]@marketo.com

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l Alb i hPaul AlbrightChief Revenue Officer, Marketo

&&#Marketo

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