The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation

The Ultimate Revenue Engine: Maximizing Results Through Inside

Sales and Marketing Automation

© 2012 Marketo, Inc.

Today’s Speakers Jon Miller, VP Marketing and Co-Founder Marketo @jonmiller

Ken Krogue, President InsideSales.com

@kenkrogue

#RevEngine

#RevEngine © 2012 Marketo, Inc. #RevEngine @jonmiller


ABUNDANCE INFORMATION


Revenue Generation Must Fundamentally Adapt

Run more programs over more channels

Open the top of the funnel as wide as

possible

Leverage word of mouth and influence

marketing

Make fact-based decisions on program investments

Nurture and win the minds of self-directed buyers

Detect and exploit buying signals instantly

Prioritize sales time on most likely buyers

Respond to buyer interest quickly and

appropriately


Revenue Generation Must Fundamentally Adapt

Run more programs over more channels

Respond to buyer interest quickly and

appropriately

Nurture and win the minds of self-directed buyers

Detect and exploit buying signals instantly

Prioritize sales time on most likely buyers

Open the top of the funnel as wide as

possible

Leverage word of mouth and influence

marketing

Make fact-based decisions on program investments



<25% of All Names Are Ready To Go To Sales

Source: Marketo actual data

50%

25%

25%

Marketo Data:

•% new Prospects not sales-ready: 81%

•Prospect to Lead time: 123 days avg.

•% Slow Leads: 66%

Source: RainToday


All N

am

es

Pro

spect

&

Recycle

d

Engaged

Lead

Nurturing

Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

Opportunity

Sale

s Lead

MQL

SAL SQL

“The art of maintaining permission to stay in front of your buyers as

they educate themselves”


Lead Nurturing Relevance 1. BUYING STAGES • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. PERSONA • Molly Marketer • Sam Sales • Jack Executive

Get The “Definitive Guide to Lead Nurturing”

http://bit.ly/DGtoLN

3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization

4-1-1 cadence

for content

http://bit.ly/DGtoLN


Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture Disqualify Pass to Sales

Pass to Sales

Fit Interest Buying Stage


Hard ROI of Lead Scoring

We pass everything

to sales and let them cherry

pick

We score leads

based on fit

We score leads

based on fit as well as interest

0%

5%

10%

15%

20%

25%

30%

35% Revenue Growth vs Peers

We pass everything

to sales and let them cherry

pick

We score leads

based on fit

We score leads

based on fit as well as interest

0%

10%

20%

30%

40%

50%

60%

70% Sales Time Spent Selling

Source: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)


A Framework for Lead Scoring

Explicit What the prospect tells you

Inferred What you observe or infer

Fit Are you interested in them?

• Demographics

• Firmographics

• BANT

• Data append

• Data quality

• Corporate email

• Location

Interest Are they interested in you?

• BANT

• Latent behaviors (engagement)

• Active behaviors (sales readiness)

Get The “Definitive Guide to Lead Scoring”

http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Identifying Marketing Qualified Leads

21+ Super-Target

Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest


Using PowerDialer

Local Presence!

Call Reporting and Analytics


Sales Insight

Copyright © InsideSales.com Inc. All Rights Reserved Copyright © InsideSales.com Inc. All Rights Reserved

#RevEngine

Inside Sales Growth

15×


#RevEngine

PowerDialer Immediate Response


#RevEngine

46.5% 41.5%

35.3%

20.2% 13.6%

25.2%

0%

20%

40%

60%

80%

100%

MakingContact with

Leads

AccessingDecisionMaker inCompany

Knowing whoto Contactand When

InaccurateLead

Information

Lack ofProduct

Knowledge

Other

Top Sales Rep Obstacles


#RevEngine

Response Time

Contact rates

significantly

drop off after

5 minutes

Contact Rate 100x decrease from 5 min to 30 min

Qualification Rate 21x decrease from 5 min to 30 min

Contacted Leads

Qualified Leads

Immediacy


#RevEngine

% Sales by Call Attempt

Source: InsideSales.com Internal Study

Persistency


#RevEngine

Optimal


#RevEngine

Best times to contact

Are between

8–9 and 4–5

Time of Day


#RevEngine

Best days to contact are

Wednesday and Thursday

Day of Week


#RevEngine

Used with Permission from Vorsight

Direct Dial Phone Numbers

Associate

Average

Meetings Per

Month (last 3)

% Direct Lines

on Contact List

Rep 1 11 51%

Rep 2 13 45%

Rep 3 20 76%

Rep 4 22 74%

Rep 5 29 87%

Rep 6 33 97.6%


#RevEngine

Caller ID


#RevEngine

Omniture Summit 2008 526 54.9% 54:06 1.74

Dreamforce 2008 124 53.2% 44:31 1.14

Dreamforce 2009 2,875 39.9% 41:07 1.07

Cloudforce 2010 472 30.7% 49:49 1.32

Leads Con East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 20:11 2.05

ResponseAuditTM - Immediacy

Source: InsideSales.com Response Analysis Studies

Hours 46:53


#RevEngine

Source: InsideSales.com Response Analysis Studies

Omniture Summit 2008 526 54.9% 54:06 1.74

Dreamforce 2008 124 53.2% 44:31 1.14

Dreamforce 2009 2,875 39.9% 41:07 1.07

Cloudforce 2010 472 30.7% 49:49 1.32

Leads Con East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 20:11 2.05

1.30

ResponseAuditTM - Persistency


#RevEngine

7 Rules to Increase Contact Rates

① Respond Immediately

② Respond Persistently

③ Respond Optimally

④ Best Time of Day

⑤ Best Day of Week

⑥ Direct Dial

⑦ Local Caller ID


Key Takeaways

1. Sales doesn’t want names, they want win-ready leads

2. <25% of new prospects are sales-ready

3. Nurture and win the minds of self-directed buyers

4. Prioritize sales time on most likely buyers

5. When you detect buying signals, follow the seven rules to maximize contact rates


Stay Tuned


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bit.ly/50demo

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insidesales.com/sweatshirt

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Drive higher revenue.

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Questions?

Jon Miller @jonmiller

[email protected] Subscribe to blog.marketo.com

Ken Krogue @kenkrogue

[email protected] Follow me on Forbes.com

Connect with me on LinkedIn

Thank you!

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The Ultimate Revenue Engine: Maximizing Results Through Inside Sales and Marketing Automation