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Presentation from #DF10 in which Steve Woods of Eloqua explores the question, "Is Marketing Really a Revenue Engine?"
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Is Marketing Really a Revenue Engine?
Wednesday, December 81:45 -2:45 pm
Steve Woods: EloquaDaniel Greenberg: TrialPayMichael Williams: McAfeeDr. Christopher Boorman: Informatica
Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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Marketing is a Revenue Engine
Illustrate how marketing drives revenue in today’s top-
performing organizations
Has the measurement of marketing changed?
Deliver tactics to make your marketing deliver more
revenue
Walk away with actionable advice on driving revenue.
Steve Woods
Eloqua
All About Eloqua
Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow.
• Largest RPM provider with over 800 global customers and 60,000 users
• Integration with Salesforce.com, Jigsaw and Chatter• Native Force.com applications• Solutions scale for SMB to Enterprise• Headquartered in Vienna, VA with offices in Toronto,
London, Frankfurt, Singapore and throughout North America.
What’s the Growth Challenge?
6
Create & Manage Awareness
Automating Demand Generation
Managing Sales and Customer Processes
One View of
the Truth
All About Informatica
Informatica Corporation (NASDAQ: INFA) is the world’s number one independent leader in data integration software. Informatica provides enterprises with a comprehensive, unified & open platform to lowering IT costs and gaining competitive advantage from their information assets – whether on-premise or in the internet cloud.• More than 4,200 companies use Informatica• More than 1,000 companies use the Informatica cloud
integration service• Voted NUMBER ONE data integration service on
AppExchange for last TWO years• Positioned as a Leader in the Gartner Magic Quadrants for
Data Integration, Data Quality & MDM of Customer Data.
Marketing Goals
1. Partner with Sales to exceed revenue targets
2. Raise the brand of Informatica within
its target market
3. Deliver a marketing infrastructure to support
all elements of the Informatica business
4. Lead a world-class Marketing team
Lead Nurturing & scoring
Visibility; Opportunities; Pipeline
• EN; DE; FR; JP; CH; KR; SP
• Demo’s, white papers, microsites
• Advertising on external web sites
• Leads, leads, leads
Marketing infrastructure
Driving SEO through Social Media
Budgeting
Regional rollup, cost per lead by marketing type, etc
Leading Indicators
InquiriesLeads
Opportunitiesby region, by product area etc
Trailing indicators
PipelineMost-likely
Billingsby region, by product area etc
Eloqua
Flow analysisEvent registrationInteraction stats
By opportunity, company, contact, lead
PR / AR
Database
WEB
SEO ,Blogs, SocialVisitors, DownloadsLeads, Opportunities
Balanced Scorecard
CustomerAdvocacy
Accounts
Contact Visibility
Communication Strategy
CxOVP
ManagementDeveloper
Campaign
Demand Generation Objectives
2010 License
bookings Targets
Marketing Sourced Target
Marketing Influence
Target
On-premise Data Integration $XXXMM 20% 80%
Cloud Data Integration $XXXMM 50% 80%
Data Quality $XXXMM 20% 80%
Single View of Customer $XXXMM 30% 80%
Etc. $XXXMM 30% 80%
Measurement within SFDCFABRICATED DATA
FABRICATED DATA
Campaign Scorecard
Area DI DQ MDM DQ B2B Cloud M&A GRC Etc.
Messaging
Web Demo
Web Completeness
Campaign Deliverables
PR Outreach
Social Execution
AR Influence
Customer References
Enablement
Executing globally?
FABRICATED DATA
FABRICATED DATA
Sales Visibility
WEB pages visited
Downloads
EmailsContacts Company X
All about TrialPay
We help online companies sell more
by presenting promotions around their transactions
Used by•70 million consumers •10,000 companies …including Facebook, Gap, Skype, Fandango, AVG
Role of the CMO
Generate Demand
Define & Position “Must Have” Products
Chart a Strategy for Revenue Growth
SALES
MARKETING
Demand Generation: The Role of Marketing
Moving from Art to Science
Two Trends in Demand Generation
1
2 Emergence of Revenue Performance Management
The Funnel is the Blueprint for Demand Generation
VisitWebsite Register Generating
Revenue
Awareof TP SatisfiedDeployed
LARGE ACCOUNTS
SMALL & MEDIUM ACCOUNTS
Set-up SubmitProduct
ApprovedLogin
MQL SAL SQL Opportunity Won
NotQualified
NotAccepted LostDisqualified
OpportunityNotQualified
Did Not Submit Product
Not Approved
Not Deployed
Not GeneratingRevenue
Did Not Set-up
Did Not Register
Did Not Visit
Not awareof TP
Not SatisfiedDid Not
Login
The Marketing Dashboard Measures ProgressFABRICATED DATA
FABRICATED DATA
Dashboard: Measuring Channel EffectivenessFABRICATED DATA
FABRICATED DATA
1) How are we doing?– Marketing Influenced Sales over time
– Marketing Influenced Pipeline over time
– MQL’s over time
Popular Key Performance Indicators
2) Where to Invest Budget?– Which Programs?– Which Channels?– Which Sources?
3) Where to Invest Time?– Which points in the funnel are losing the
highest percentage of prospects?
All About McAfee
McAfee delivers proactive and proven solutions and services that help secure systems, networks, and mobile devices around the world, allowing users to safely connect to the Internet, browse and shop the Web more securely.
• 125 million McAfee users• 94% Fortune 100 companies using McAfee• 180+ million mobile devices shipped with McAfee• 7 Gartner Magic Quadrants that feature McAfee• 100+ McAfee Security Innovation Alliance partners• 6088 McAfee employees globally
Traditional (Reactive) Pipeline
ReactiveReactive$300M
Revenue
Current Quarter 60 DaysQuarter -1
• Simple Pipeline Reporting (not a forecast)
• No Adjustments Possible
• Driving in the rear view mirror…
$ales Forecast$ales ForecastSales OpportunitiesSales OpportunitiesSales Accepted
Leads(SAL)
Sales Accepted Leads(SAL)
REACTIVE STATE
REACTIVE STATE
Proactive State
ProactiveProactive$300M
Revenue
Quarter -2 Quarter -1Quarter -3
PROACTIVE STATE
PROACTIVE STATE
MarketingQualified Leads
(MQL)
MarketingQualified Leads
(MQL)
ResponsesResponses
• Basic “Forecast”
• Very little adjustability
• Sufficient for simple product lines & segmentation
Strategic
$300M Revenue
Quarter -2 Quarter -2Quarter -6
StrategicStrategic• 4-6 Quarter View
• A Truly Predictable Forecast
• Highly Adjustable
• Driving with GPS….STRATEGIC STATE
STRATEGIC STATE
BehaviorBehavior
The Revenue Engine
STRATEGIC STATE
STRATEGIC STATE
$
• 6 Quarter view by• Product Mix • Segment• GEO
• Board Level Projections • Revenue/Bookings• Profitability• MFG Plan
• Time to adjust programs to meet strategic objectives (Top/Bottom Line Growth)
• Deploy technical, sales & services resources as needed
Marketing & Sales truly become ONE at the Board level
Is Marketing Really a Revenue Engine?
Daniel GreenbergChief Marketing Officer
Michael WilliamsVice President, Field Marketing
Dr. Christopher Boorman
Chief Technology Officer
Question & Answer
Steve Woods
Chief Marketing Officer