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Creating Predictable
Revenue
Bill Binch
VP Sales and Customer Success
Marketo, Inc
2009was thebiggest single yeardropin revenue.
The Road to Predictable Revenue
Source: CSO Insights 2010 Study comparing the last 16 years.
52%
of sales reps
DID NOT ACHIEVEtheir sales goal.
The Road to Predictable Revenue
Source: CSO Insights 2010 Study
Quotas
Continue to
Rise! 84%of Quotas Higher
Year over Year
The Road to Predictable Revenue
Source: CSO Insights 2010 Study
6 out of 10 CompaniesRate Their
LEAD
GENERATIONas Sub Par
The Road to Predictable Revenue
Source: CSO Insights 2010 SPO Sales Strategy Analysis
To Make
1 sale The Average Rep
Needs to Make
1,000Phone Calls
The Road to Predictable Revenue
Source: "Cold Calling Dead or Alive" - Doyle Slayton
Buyers
overloaded
with
information
The Road to Predictable Revenue
The Road to Predictable Revenue
More Than
Messages Per Day
Average
Attention
Span
9 seconds
The Road to Predictable Revenue
The Sales Machine
on its own,
IS NOT SUFFICIENT
to driverevenue growth
The Road to Predictable Revenue
Source: Demand Gen – The New Revenue Engine
Systematic
Repeatable
Consistent
Spans marketing & sales
Drives predictable revenue
The Road to Predictable Revenue
What’s needed?
The New Revenue Engine
Top Sales
Effectiveness
Initiative 2010
Boosting Lead Generation
The Road to Predictable Revenue
Source: CSO Insights 2010 SPO Going Forward Analysis
45%
The Road to Predictable Revenue
Lead
Qualification
Determine if
prospects want to
engage with
Sales
Are You Ready?
VisibilityInto Prospect Interest and Behaviors
Helps You Connect
The Road to Predictable Revenue
Lead Nurturing
25% Uplift in
Qualified Leads
The Road to Predictable Revenue
Rev the Engine
Source: Marketo Lead Generation Secret Sauce Webinar
Lead Scoringwith a focus on
Buying Behaviors
Watch for Signs
The Road to Predictable Revenue
Prioritize
Sales Time
to increase
revenue by
23%
The Road to Predictable Revenue
Optimize the Engine
Source: Revenue Cycle Optimization Study
BIG Benefits
The Road to Predictable Revenue
IncreasingLead Conversions
GeneratesMore Deals
The Road to Predictable Revenue
The Road to Predictable Revenue
Prioritizing
leads increases
Sales Productivity
Optimizing your
Marketing and
Sales Cycle…
The Road to Predictable Revenue
Source: Aaron Ross, Predictable Revenue
CreateGreater Revenue
Let’s Grow!
The Road to Predictable Revenue
Highlights from the Revenue Engine eBook
Know your Revenue Cycle
Converse with your Prospects/Customers
Execute
The Road to Predictable Revenue
Page 24
Cust-omer
Marketo Revenue Cycle
Pe
nd
ing
ProspectRecycled
Lead Oppor-tunity
Aw
are
ne
ss
Name & Email
In-ProfileSales-Ready/ Score>65
Sales Active
Anony-mous
Inq
uir
y
Nurturing Database
~60 days ~45 days
Lead a ConversationToday’s buyer buys on their terms
The Road to Predictable Revenue
60 WeekThought Leadership
Best Practices
Product
Recycle
The Road to Predictable Revenue
Elevator PitchCreate and confirm
The Road to Predictable Revenue
DifferentiatorSomething only you can do and no one
else can
The Road to Predictable Revenue
Leave no lead behindEvery lead should have a path
The Road to Predictable Revenue
CompeteBetter/equal/worse than your
competition?
The Road to Predictable Revenue
Page 31
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2299
blog.marketo.comwww.marketo.com
Bill BinchVice PresidentSales & Customer Success
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