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New Relic Template 2015
Presenter Name, Title and or Date ©2008-15 New Relic, Inc. All rights reserved.
541 And the geeks shall inherit the Earth… Baxter Denney, Vice President, Online Marketing & Operations, New Relic!
New Relic Template 2015
Confidential ©2008-15 New Relic, Inc. All rights reserved.
Building a global brand, driving demand
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“Half the money I spend on advertising is wasted. The trouble is I
don’t know which half.”!-John Wanamaker
Confidential ©2008-15 New Relic, Inc. All rights reserved.
marketing technology
SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved
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Marketing Technology Spend Has Rapidly Increased Investment in marketing systems and tools has increased
steadily in many organizations over the past several years.
Marketing Budget as a % of Corp Rev
$0M
$2M
$4M
$6M
$8M
$10M
$12M
$14M
$10B $5B $1B $500M $100M
B-to-B Non-Software
$0M
$2M
$4M
$6M
$8M
$10M
$12M
$14M
$10B
$5B
$1B
$500M
$100M
B-to-B Software
New Relic Template 2015
§ At least 4 years of relevant professional online marketing experience § Technical degree (economics, engineering, statistics) strongly
preferred. § Experience with overall marketing strategy, including budget
allocation, opportunity assessment and prioritization. § Strong familiarity with SQL. § Advanced Excel functionality. § Prefer to be hands-on and can multi-task with ease. § A desire to work in a fast-paced, data-driven environment
5
Job Requirements, Marketing Operations Manager:
Confidential ©2008-15 New Relic, Inc. All rights reserved.
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Job Requirements, Sales Operations Analyst
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ B.A. or B.S. degree or equivalent § 5-10 years solid sales operations experience § Expert in “all things” SFDC is a must § Experience in subscription-based and/or SaaS-based business, including quote-to-order process § Experience in using using Microsoft Office Suite, especially Excel (Pivots, Look-Ups, Filtering) and
PowerPoint, Google Apps for Business, DocuSign, WebEx, and DiscoverOrg § Self-starter with ability to work in a fast-paced, ever-changing environment § Team player with strong cross group collaboration skills § Experience with presentations to senior executives in sales, finance and/or operations § Strong communication skills and management presence § Superior problem-solving skills. Must be able to accurately compile and synthesize quantitative and
qualitative data § Excellent customer service attitude § Have empathy
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7 Confidential ©2008-15 New Relic, Inc. All rights reserved.
New Relic Template 2015
©2008-15 New Relic, Inc. All rights reserved.
Growth in Marketing and Sales Technology Jobs
8 Data from Indeed.com job trends
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Talent Characteristics
9 Confidential ©2008-15 New Relic, Inc. All rights reserved.
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Framework for talent
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ Proactive § Hacky § Analytical § Connected § Empathetic § PHACE
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Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ PROACTIVE: controlling a situation by making things happen or by preparing for possible future problems
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Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ HACKY: moving fast and breaking things, not settling for things that don’t work they way they should. Unafraid of the unknown, especially as it relates to technology.
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Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ ANALYTICAL: characterized by analysis rather than inflection. AKA #datanerd
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Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ CONNECTED: part of the Marketing and Sales Technology ‘scene’, online or otherwise. Asks to go to conferences, attend user groups and meetups, etc. Spends time with folks outside their department.
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Framework for Talent: PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ EMPATHETIC: putting yourself in others’ shoes
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Evaluating PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
0
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PROACTIVE
HACKY
ANALYTICALCONNECTED
EMPHATHETIC
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Secondary characteristics
§ Introverted
§ Thoughtful
§ Quirky
Confidential ©2008-15 New Relic, Inc. All rights reserved.
New Relic Template 2015
Sourcing and Recruiting
18 Confidential ©2008-15 New Relic, Inc. All rights reserved.
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Sourcing - internally
§ Within your department
§ Sales/Marketing Operations
§ Business Operations
§ Business Analysts
§ Admin and support functions
Confidential ©2008-15 New Relic, Inc. All rights reserved.
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Sourcing - externally
§ LinkedIn § Conferences / Meetups
§ Consultants
§ Technology community sites
§ Other unicorns!
Confidential ©2008-15 New Relic, Inc. All rights reserved.
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“Where do you see yourself in 5 years?”!
Confidential ©2008-15 New Relic, Inc. All rights reserved.
“Tell me about a time when…”!
“What are your biggest strengths/weaknesses”!
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“What’s your most interesting project outside of work?”!
Confidential ©2008-15 New Relic, Inc. All rights reserved.
“What metric do you wish you could track (and how would you do it)?”!
“What app do you love (or hate) and why?”!
“What was the most interesting talk or presentation you’ve seen this year?”!
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Interviewing - exercise
Confidential ©2008-15 New Relic, Inc. All rights reserved.
If you were hired for this position, one of your responsibilities will be to gathering, analyze, and synthesize data from various sources for marketing and sales teams at New Relic. Use the provided spreadsheet to answer the following questions: • Volume: How many MQLs were routed? How many people signed up for a
Trial? Activated their trial? How many MQLs were created and routed? • Conversion: What is the conversion rate from Trial Sign Up to Activation?
From Inquiry to MQL? From MQL to SAL? • Velocity: How many days did it take to go from signing up for a trial to
activation? From Sign up to MQL? Show each of the above metrics grouped by Company Size, by Qualification Reason, and by Selling Team. Considering the data, what could New Relic do to increase volume, velocity, and conversion for the following quarter? Exercise Deliverable: Build a short slide deck (no more than 5 slides excluding title and appendix slides) that answer the above business questions for delivery to Marketing and Sales leadership.
New Relic Template 2015
Development / Retention
24 Confidential ©2008-15 New Relic, Inc. All rights reserved.
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Beyond PHACE
Confidential ©2008-15 New Relic, Inc. All rights reserved.
§ Creative marketing
§ In-person communication
§ People management
§ Working with extroverts
§ Simplifying the technically complex
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Retention
Confidential ©2008-15 New Relic, Inc. All rights reserved.
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Conclusion
Confidential ©2008-15 New Relic, Inc. All rights reserved.
New Relic Template 2015
©2008-15 New Relic, Inc. All rights reserved.
Thanks!