M A S001 Whiteley 091707

Bridging the Sales & Marketing Divide

3:45pmMarketing on the Front Lines: Making Messages Work in the Field

5:00pmWhat's Next: 21st Century Lead Cultivation

11:15amHands-On: Search Campaign Success with Google Adwords

9:00amAdvanced Search Engine Marketing

10:15pmAdvanced Segmentation and Reporting

11:30pmHow Salesforce.com Uses Salesforce

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2:30pmSuccessforce.com – How to Build a Successful Online Community

1:15pmExtreme Measurement: Proving Marketing's Return

3:45pmData Quality: Who Doesn't Want It?

Bridging the Sales & Marketing Divide

Durango, Colorado

Bellevue, Washington

Sr. Director, Marketing

Stuart Robertson

Chief Marketing Officer

Jim MacKay

Director of Business Development

Scott KingDallas, Texas

Stuart Robertson

Sr. Director, Marketing

[email protected]://sturobertson.typepad.com

• INDUSTRY: Financial Services

• EMPLOYEES: 165 (20 in 401(k))

• GEOGRAPHY: US

• # USERS: 15

• PRODUCT(S) USED: SFDC Enterprise Edition + AppExchange

ShareBuilder 401(k) offers on-demand 401(k)s designed for small businesses Launched November, 2005 – start-up unit within ShareBuilder, the 6 th largest online brokerage Already the market leader in selling ETF-based 401(k) plans

Vision: Increase savings rate of Americans

Leverage online channels & strategic partnerships (e.g. Costco, CareerBuilder)

On the same side – so what’s the problem?

“We need more good leads now”

“I’m wasting my time on bad leads”

“Which leads are hot?”

“Inbound leads are great… it ain’t like cold calling.”

“Don’t ‘brand’ leads bad based on a small sample”

“Next quarter… it gets a lot better.”

Sales Marketing

The epicenter of the divide is Sales Optimization

Contribute

Create Awareness

Nurture

Install

Fund

Purchase

Demand Generation Story Architecture Channel Mix Lead Optimization

Sales Optimization Nurture Tools & Incentives Responsibilities & Process

Customer Success Product & Service Experience Promote/Community Customer Growth Programs

Sales & Marketing Challenges at ShareBuilder 401(k)

• Fast growing lead base; hard to manage efficiently

• Holding size of sales team relatively flat

• Maintain high close rates = increase sales per consultant

• Small businesses are hard to reach, limited understanding of 401(k) programs

How do we get the most out of our investment in prospects!

Idea: Automate Lead Development for Sales

Put prospect online activity into salesforce.com and

use to rank leads dynamically for the sales team!

More Sales

=

http://www.salesforce.com/products/sales-force-automation/

http://www.salesforce.com/products/marketing-automation/

http://www.salesforce.com/products/

A Better Way to Work Together

Lead forms identify a prospect on your site

Emails are ground cover for Sales

Spend a lot of time fact finding

Title, timing, & “identified needs” drive rankings

Take in good faith prospects purchase timing

Visits identify a prospect on your website

Emails determine who is engaged for Sales

Sales knows prospect’s interests Prospects ranked dynamically by web

interactions plus traditional elements Web activity and content consumed

are strong purchase indicators

Result: Sales knows which leads are Hot

Old Standard A Better Way

http://upload.wikimedia.org/wikipedia/commons/1/15/1896_telephone.jpg

http://images.apple.com/iphone/gallery/images/gallery7_hires20070622.jpg

Program Goals

Increase sales per rep by 10%

Maintain or increase lead to close rates

Achieve high engagement with Emails

Goal Typical B2B

Email Open Rates: 15% 5%-20%

Clicks Thrus: 2% 1%-4%

Opt Outs: <1% 1%-2%

Integrate Web Analytics and Email with Salesforce.com

1. Launched dynamic, real-time lead scoring

2. Automated nurture email marketing

3. Optimize site and email programs based

on web site consumption

Bonus: Optimize Search keywords based

on cost of acquisition, not just CPL

Deployment Details• Salesforce.com Enterprise Edition• AppExchange for web and email applications• 15 Users• Redefined lead stages and created rules for scoring• Optimize scoring based on sales & activity trends

http://www.salesforce.com/products/marketing-automation/

http://www.salesforce.com/products/

Education Facilitates the Prospects Decision Challenge

Engaged

No Action

Familiar Connect ConfidenceIntegrated email-web activity enables prospect to set pace

Real-time email leads to next topic

Automated once a week email if no action

Web

vis

it

Em

ail

Education:

Emails Cover Saving, Costs, Features, Case Studies…

Make it Easy and Fast for the Sales Team to Act

Give the Sales Team Insight at a Glance Sales knows key content consumed and if prospect is

“active” or not

DEPLOYMENT DETAILS

Web-to-lead & custom fields

capture actions a prospect

takes prior purchase

Know the Prospect’s Needs & Interests before you Call

Email click thru

Web click path

How the Scoring Engine Works

Scores have dynamic elements with “recency”

being the core driver

DEPLOYMENT DETAILS

Manticore Technology populates web

data

Salesforce.com lead forms and/or sale

person populates timing and other data

Empower prospects with information at the right time Result: High engagement with ShareBuilder 401(k)

• Prospect web activity determines if program is a week or 12 weeks

Develops leads automatically for sales team Result: Close more sales, faster

• Lead scoring to prioritize leads for Sales

Less resources required to manage more leads Result: Higher margin, lower CAC

• Move sales team from 50% of time closing to 80%+

It Works for Your Prospects and Your Company

Imagine it. Learn it. Use it.

You can do it! -- we did it with 2 Mktrs, 1 Designer, ½ PM, ¼ Prod Dev

1. Commit to start it fast – be remarkable, not perfect

2. Use a web analytics / email solution to integrate with salesforce

3. Determine lead scoring parameters to rank leads

4. Determine education needs and align with purchase process

5. Create “new action” call list for sales team in salesforce.com

6. Analyze actions, review scoring, test emails and web pages

Tips for Success Deep link or build unique landing pages for each email

Insert winning new content you develop as you go

Keep feedback loop open with sales team and adjust

Results: More Sales Faster

Increased lead to close rate significantly in just its first 90 days 65% of leads closing in first 30 days vs. 51% prior Revives leads: 12% of new sales are now >1 year old vs. <3%

Email statistics exceed forecast Results GoalTypical B2B

Email Open Rates: 18% 15% 5%-20%

Clicks Thrus: 3% 2% 1%-4%

Opt Outs: 0.3% <1% 1%-2%

Sales per rep increased by 17% over the first 6 months

Success: Sales & Marketing teams are deeply integrated and happy!

Jim MacKayChief Marketing Officer

[email protected]

• INDUSTRY: Enterprise Software

• EMPLOYEES: 50

• GEOGRAPHY: Worldwide

• # USERS: 12

• PRODUCT(S) USED: Enterprise, Google Adwords for Salesforce

iTKO is an Industry Leader in Automated Testing for SOA Yes, we are an enterprise software company Focus on Fortune 1000 Financial Services, Insurance, Travel, Government, Tech

Manage lead flow to support direct Sales and guide Marketing activities

Lead management should be as automated and as measurable as possible

Marketing Many campaigns for

lead generation

Lead volume

fluctuates

‘Stuff the Pipe’

Common Goal – Different Processes

Sales Sales resources are

constrained

Too many leads

Leads are

unqualified

Inefficient

forecasting

The Black Hole between Marketing and Sales

Marketing

Focused, Measurable

Marketing Campaigns

Lead Hardening

Process

Bi-weekly ‘offers’

Supplemental Needs

Analysis (Lead

Qualification)

Sales

Cherry Picking

Lead Prioritization

Sales Process

Feedback to Marketing

Demos

POCs

Better ForecastingBusiness Business DevelopmentDevelopment

Common Goal – Process Integration

Marketing Manager

Business Develop-ment

Sales

Reports & Dashboards

Lead Management Opportunity ManagementLead Generation

SFDC

Qualified / POC

Marketing Campaigns

Current Customer

Upsell

Needs Analysis

Custom Demo

Webinar Demo

Demo / Qualified

Lead / Demo

Campaign ROI

Lead Source

POC / Close

Qualified?yes

no Sales Process Win

yes

no

Opportunity Pipeline

ASP

Industry Marketing

Types of Campaigns

•Google•Email Campaigns•Advertising•Trade Shows

Sales Stages•Needs Analysis•Initial Demo•Requirements Gathering

•POC

Needs Analysis•Current Testing Situation•SOA initiative•Opportunity Size•Timeframe•Budget•Decision Maker

Qualified Opportunity•Is developing services•Has seen a demo•Supported technology•Defined budget•Sponsor•POC / Next Steps

Needs Analysis

•Proposal•Selected•Negotiating•Closed/Won•Closed/Lost

Marketing Manager


Sales


SFDC

Marketing Campaigns

Current Customer

Upsell

Needs Analysis

Custom Demo

Webinar Demo

Qualified?yes


yes

no

Industry Marketing

Types of Campaigns



•POC



Needs Analysis


Lead Generation

‘Push’ and ‘Pull’

Google Adwords for

Salesforce

Webinars, eMail, Trade

Shows, etc.

Industry Initiatives

Salesforce ‘Campaigns’

Marketing Manager


Sales


SFDC

Marketing Campaigns

Current Customer

Upsell

Needs Analysis

Custom Demo

Webinar Demo

Qualified?yes


yes

no

Industry Marketing

Types of Campaigns



•POC



Needs Analysis


Leads

Opportunities

Lead Hardening

Cherry Picking

Qualifying

Marketing Manager


Sales


SFDC

Marketing Campaigns

Current Customer

Upsell

Needs Analysis

Custom Demo

Webinar Demo

Qualified?yes


yes

no

Industry Marketing

Types of Campaigns



•POC



Needs Analysis


Sales Cycle

Reports & Dashboards

Qualified / POC

Demo / Qualified

Lead / Demo

Campaign ROI

Lead Source

POC / Close

Opportunity Pipeline

ASP

Common Goal – Process Integration Measures Lead to Demo

Are we effective in converting new leads to talk with sales

Demo to Qualified How effective are the demos

Qualified to POC/Eval Are we profiling correctly

POC to Close Are we running Evaluations correctly

Closed to Revenue Measures Average Selling Price

Lead to Revenue Measures Marketing Campaign ROI

Common Goal – Results

Number of opportunities

Cost per Opportunity

Marketing Campaign effectiveness

• Win Rate is stable

• Forecast accuracy is increasing

• Revenue is increasing

3:45pmMarketing on the Front Lines: Making Messages Work in the Field

5:00pmWhat's Next: 21st Century Lead Cultivation

11:15amHands-On: Search Campaign Success with Google Adwords

9:00amAdvanced Search Engine Marketing

10:15pmAdvanced Segmentation and Reporting

11:30pmHow Salesforce.com Uses Salesforce

To

day

Tu

esd

ayW

edn

esd

ay

2:30pmSuccessforce.com – How to Build a Successful Online Community

1:15pmExtreme Measurement: Proving Marketing's Return

3:45pmData Quality: Who Doesn't Want It?