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We are witnessing an industry reactive to changing buyer behaviours and undergoing major restructure.
We are moving and growing at a phenomenal pace, with unexpected competitors arriving on the scene daily.
This in turn opens doors to new channels to deliver to market.
The Disrupters
INDUSTRYDRIVERS
A successful offer is dependent on knowing if the lead is ready
SOURCE: Bizible “The Step-by-step Guide to Measuring Marketing ROI”, Dec 2015
75% ofdecision makers havetaken an appointment orattended an eventbased on anunexpected sales call or email
SOURCE: DiscoverOrg survey of more than 1,000 senior executives
66–90% of thebuyer’s journey is complete beforehe even reaches out toa sales person
SOURCE: Marketo, Lean Content Marketing Report
Companies focus on the10-15% of leads that are immediately sales ready,
Yet they ignore the70% that aren’t
SOURCE: Annuitas, “What’s Worth More?” Sept, 2010
At any given time, only3% of your market is actively buying
56% are not ready40% are poised to begin
SOURCE: Vorsight
93% of Asia Pacific marketers believe digital engagements can drive competitive advantage for their brands
SOURCE: CMO Council, “APAC Digital Directions”, 18th June 2015.
As marketers we have access to numerous
platforms and channels
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.
Sales & Marketing professionals are working amidst the rise of an aggressive and competitive start up community, born out of crowd funding initiatives and rapid innovation and technology growth.
We need to stay open to new methodologies, with a combination of innovating and adapting to survive.
New leaders are emerging.
The Innovative Adaptors
BECOMING THELEADERS
Source: Demand Gen Report
SDRs are the first point ofverbal interaction witha customer
They mold the customer’s introduction and perception of the company
SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015
Inbound leads eventually dry up
Constantly invest innew lead generation strategies to
prepare for the day whenyour existing lead sources run out
SOURCE: Ryan Denehy, Operations & Strategy at Groupon, Blog post 13th April 2015
Sales leaders seelead volume/quality as more important than
skills training & process
SOURCE: CSO Insights
If marketing hits its goals,but sales isn’t hitting theirs,
then the companyas a whole is lacking
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SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015
Pipeline marketers are focused on understanding where leads come from and the path leads take through the funnel
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.
Of marketers not familiar with pipeline marketing, only28% are tightly aligned with their sales teams
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.
50% of marketers who are extremely familiar with
pipeline marketing are tightly aligned with sales
With the emergence of big data there are big expectations.
There are constant demands to provide insight into sales & Marketing activity and show measurable ROI across all channels and data is integral to creating team alignment.
We need the truest data, best technology and processes to cohesively move forward.
The Data Gurus of Growth
DRIVINGGROWTH
Companies that increased theirstrategic speed improved their
top and bottom lines,averaging
over a three-year periodSOURCE: Harvard and Economist Intelligence Unit study, “How to Harness The Value of Strategic Speed With Alignment & Analytics”, June 2015
40% 52%highersales
higheroperatingprofits
Pipeline marketing is a mindset and set of practices used by marketers focused on getting real results from their marketing
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.
Marketing Automation, Customer Relationship Management, and Marketing Attribution Platform
make up the foundation for astrong demand generation program
SOURCE: Frye Lauren & Nguyen Andrew, 2015, State of pipeline marketing, How B2B marketers drive growth, Bizible.
Industry estimates show that data decays at a rate of25%-30% per year
SOURCE: Annuitas, “What’s Worth More?” Sept, 2010
Data-driven marketing is on the rise
And no wonder - marketers would be 6X as likely to report higher
profits if they usedata-driven strategies,
SOURCE: “Three ways it pays for marketers to be more data driven, Doug Campeljohn, Aug 2015
Data integrity is just as important as lead generation, especially if you want teams to successfully
work the leads you generate
SOURCE: MarketingProfs, “Six Huge Lead-generation Pitfalls That Are Hurting Your Business”, Dec 2015
SOURCE: Marketing Profs, “Six Huge Lead-Generation Putfalls That Are Hurting Your Business” Dec 2015
Whether you attack data integrityall at once or piece by piece,
you provide your team with better quality contacts and a much higher chance at success
Sales ignore a much as 80% of marketing leads
When sales & marketing work well together, businesses are 67% better at closing deals
SOURCE: Marketo & Reachforce
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Consult with SalesPond for sales & marketing alignment