Marketing Sales Predictions 2014

8/13/2019 Marketing Sales Predictions 2014

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PREDICTIONS

2014How Data Will Change

The Playing Field For

Marketing And Sales


2/28

WE'VE SAID IT BEFORE.IT IS AN AMAZING TIME TO BE WORKING IN MARKETING AND SALES.

Technology has changed the game. Now, more than ever before, we have access tomore data and insight to help us market, sell and service our customers. Companies onthe cutting edge are learning from consumer counterparts to utilize the wealth of datato improve their businesses. We are pushing overselves to become more data-drivenin our decision making and planning. But it's more than just lip service.

So we connected with over 20 thought leaders in marketing and sales and asked the

same question:

How will sales and marketing professionals becomemore data-driven in 2014?

We enjoyed reading everyone's predictions and we hope you will to. Please feel freeto add your prediction and share this with anyone you feel would find value in it.

Enjoy!-The Lattice Team


3/28

Using insight to

shorten sales cyclesCompanies will marry big data marketing and salesinsights with detailed "outside-in" understanding oftheir buyers' journey to drive higher campaign and salesproductivity resulting in 20% shorter sales cycles.

@chriscrandell

Christine

Crandell

Chief ExperienceInnovator

New BusinessStrategies


4/28

B2B will model sales

and marketing after B2CTechnology accelerates transactions, increasesefficiency and lowers the cost of doing business.Technology impacts people's behaviors and in the B2Cspace, it gets consumers to make decisions in real time.When we get hungry we go to Yelp. When we need a

car, we go to Zipcar. B2B buyers demand similar, instantresponses in the B2B space. They'll often realize thatit is easier to get information and insights about aproduct or service from a peer than it is from the B2Bvendor. In 2014 sales and marketing professionals needto translate information into insights that deliver real

value to the customer - in real time.

@gerhard20

GerhardGschwandtner

CEOSelling Power


5/28

A deeper understanding

of the customerSales and marketing professionals have been leveragingdata to learn more about their customers. They willcontinue leverage data and analytics to develop deeperunderstanding of the customer.

But in the coming year, we will see data and analyticsused to bring rich, concrete and specific insights totheir customers. These insights will be company,functional and role specific. Sales and marketing peoplewill leverage these to drive specific conversations tohelp customers improve their businesses and moreeffectively achieve their goals.

@davidabrock

DaveBrock

CEOPartners inEXCELLENCE


6/28

The year of context

We will see great use of "context" in sales andmarketing. By context, I mean everything from recentbehaviors and activities to location to real-timepredictions. Companies will get better at bringing inthis rich contextual data and using it to make better

decisions about how to prioritize sales team's time andpersonalize marketing interactions.

@jonmiller

JonMiller

VP Marketing andCo-Founder

Marketo


7/28

New technology brings

productivity boostsSalespeople will see a massive productivity gain byadopting a new wave of technology aimed at them. Thistechnology will help them engage the right prospects atthe right time with the right message.

@markroberge

MarkRoberge

Chief RevenueOfficer

HubSpot


8/28


9/28

The end of separate

systemsThe greatest advances in 2014 will come from sales andmarketing using the SAME data to prioritize and act onthe right, ready-to-engage prospects. Too often todaythey're using separate systems, separate databases.Pull that data together and magic can happen!

@heinzmarketing

MattHeinz

PresidentHeinz Marketing Inc


10/28

Leveraging the heck out

of technologyWith all the hype around content marketing, social adsand ad optimization, etc. in 2014 I predict a year morefocused on the business processes connecting salesand marketing. We have all the technology we need. It'stime to leverage the heck out of it.

@kaykas

JaschaKaykas-Wolff

CMOMindjet


11/28

Data drivenit's not

what you thinkThere are two types of marketers - those who aretrying to become more data driven and those whorealize there is WAY more data than just what peopledownloaded and what web pages they visited. Themarketers who have mastered scoring with their

marketing automation will begin looking to more datato make better decisions (aka predictive analytics).

@funnelholic

CraigRosenberg

PartnerTOPO


12/28

Change in compstructures

I predict many marketers' new comp plans will reflectrevenue performance metrics, not MQLs or any othermetric. Data will drive quality pipeline. Jason Long ofthe Pedowitz Group has it covered in this blog post:

http://www.pedowitzgroup.com/blog/vanity-marketers-your-days-are-numbered

@etratnyek

ErikTratnyek

Regional DirectorLattice Engines


13/28

The transformation ofmarketing

We've all had a front row seat to the marketingtransformation over the past 10 years: digitization,real-time, social media, content marketing, inbound,marketing automation. These were not ephemeralideas. They transformed marketing. Predictive

analytics is now emerging as central to the modernmarketing organization and a top focus for 2014.

Leading marketers are leveraging data science tomarket and sell more intelligently. They are bringingevery relevant buying signal from the web, social,CRM and marketing automation sources to find,

prioritize and close their next customer. Inspired by theawesome predictive analytics engines of Google andAmazon, we are seeing a marketing arms race emergepowered by data.

@bkardon

BrianKardon

CMOLattice Engines


14/28

Social media will leaddemand

We will see more B2B lead gen from social. Marketersare learning how to tap into social networks - Twitter,LinkedIn and Facebook to drive engagement andcapture the lead. Services like Social123, LittleBirdand InsightPool are helping us figure out better

acquisition strategies, find business influencers andappend contact information. And the beauty of socialis that the account owner is incented to maintain theirinformation, so we will see a higher level of accuracythan from traditional list vendors.

@meisenberg

MeagenEisenberg

VP of DemandGenerationDocuSign


15/28

The buyer remains incontrol

The buyers control of the sales process will continueto grow. Today, the research and prospecting process isdominated by the prospects. They go online, researchwho has solutions for the problems theyre facing,read case studies and talk to their colleagues. In 2014

and beyond this domination of the buying processwill continue into the qualification and solutiondesign stages of the pipeline with prospects visitingyour website and determining whether or not yourequalified to do business with them, not the other wayaround! Prospects are taking action and reaching out to

sellers proactively more than ever before! Before, theydidn't know you were there until you called. Today, youdon't know they are there until they buy!

@engagecolleen

ColleenFrancis

PresidentEngage Selling


16/28

The journey torepeatable success

Given the various evolving technologies, applicationsand digital channels, organizations really need tothink big about how they approach their audiences.Integrated strategic measures are critical to deliveringon the promise of relevance and value, and data fuels

the ability to refine communications.

One of the ways data will support the alignment ofmarketing and sales is by enabling the two teams tomaximize the value of their respective reporting andanalyses. When everyone understands how to analyzedata in ways that are meaningful to key performance

indicators, organizations can improve on theircommitments to repeatable success.

@amandaf_batista

AmandaBatista

ContentMarketingManagerOracle Eloqua


17/28

The rise of smarketingThe departments of marketing and sales give thefirst steps towards an inevitable merger to a newdepartment called smarketing. The digital disruptionof all businesses leads to the creation of this newmultidisciplinary group.

@joaofmferreira

JooFerreira

CCOSanitop


18/28


19/28

Optimize and predict!I want to believe that 2014 will be the yearorganizations begin to use their data to optimize andbecome more predictive. In looking at some of therecent studies, it is clear that many B2B organizationsare still grappling with how to use their data as a key

strategic driver of their business. The tools and accessto data are more prevalent than ever and 2014 needsto be the year where the application of this insight isapplied to drive Customer Lifetime Value and revenueoutcomes.

@cahidalgo

CarlosHidalgo

CEOANNUITAS


20/28

The democratization ofdata science

In 2014, marketers will realize that they can harvestthe buying signals from the web, social media and 3rdparty data sources to improve every aspect of demandgeneration and sales. The prize will go to those whodo this first by following the practices of Internet-

scale companies like Google, Facebook and Netflixand focusing on drawing insights from data to makepredictions about who is likely to buy next. All thepieces are now in place the cloud, large installedbases of CRM and marketing automation systemsand the exploding data volume. Predictive marketing

and sales applications will democratize the power ofbuying signals for everyone, no team of data scientistsrequired.

@shashisf

ShashiUpadhyay

CEOLattice Engines


21/28

A focus on online andaccount-level

With 67 percent of the buyer's journey happeningonline, and not all of it at the start of the journey,sales has a big interest in knowing what's happeningonline and what to do about it. Next year will seetighter alignment of tools that give visibility into

online behavior and delivery of sales enablement thatmakes it more efficient for reps to follow up with theright response. We'll also see marketers doing a betterjob of planning their efforts against account-levelobjectives and not just general market assumptions.Finally, 2014 will be seen as the year b-to-b got serious

about customer experience, with sales and marketingdefining their roles in the post-sale relationship basedon understanding customer needs and behavior onlineand off.

@megheuer

MeganHeuer

VP and GroupDirector, Data-Driven MarketingSiriusDecisions


22/28

Data will provide a legup on the competition

Based on the results of our 2014 Sales PerformanceOptimization (SPO) study, we continue to see adeterioration in the conversion rate of leads to firstdiscussions. To overcome this, marketing first needs todo a more effective job of analyzing which prospects are

more likely vs. less likely to want to engage with theirfirm, and then execute targeted lead gen campaignstowards those accounts.

Sales then needs to thoroughly research those accountsto develop compelling reasons for why the prospectshould agree to include a salesperson in their "buying"

process. Vendors who succeed at leveraging data toaccomplish both these tasks will have a significant legup on their competition.

@jimdickie

JimDickie

Managing PartnerCSO Insights


23/28

Farewell tofinger-pointing

In the B2B economy, the trajectory of data-drivendecision making will move toward consolidation inthe front office. Specifically, I think we'll see moreChief Revenue Officers emergereplacing formerlydistinct (and isolated) VPs of Sales and Marketing. It's a

farewell to finger-pointing. The intelligence aggregatedfrom data enables more expansive viewsand moreexpansive decision making power. Interestingly,marketing directors and sales directors, managers ofthe data at the operational level, will become morepowerful, too.

@brittonmanasco

BrittonManasco

PrincipalVisible Impact


24/28

Finding the rightinsights

With clear and measurable evidence that data-drivenorganizations perform better, sales and marketingteams will continue to find ways to quantify patternsand derive insights from data to find, close and keep theright (most profitable) customers.

In our era of massively available data, it is not easy tofigure out what information really matters. I predictthat we will see sales and marketing leaders hiring(or contracting or partnering with) data scientists,dedicated to analyzing buyer and seller behavior toincrease revenue generation, sales productivity and

customer retention.

@annekeseley

AnnekeSeley

Coauthor, "Sales2.0" and CEO andfounderRealityWorks Group


25/28

The year of changeThe shift to digital business will impact sales andmarketing professionals in a way like no either.Professionals will:

Recognize that we no longer sell products andservices, as buyers seek experiences and outcomes.

Democratize the data to decisions pathway to enableinnovation. Data driven decisions are the norm andspeed up the time to action.

Realize that B2B and B2C are dead. Its a P2P andM2M world.

Focus on context as right time relevancy beats real

time information overload. Data drives context andrelevancy.

Shift from engagement to personalization at scale.We're making that move right now.

@rwang0

R "Ray"Wang

Principal Analyst

& ChairmanConstellationResearch


26/28

Love the oneyou're withI very much hope that we will witness greater

concentration and focus on the development of existingclient relationships. The reality is that far too manyorganizations are devoting 80% of their resources onfinding new opportunities and yet 80% of their business

arrives from current clients/customers. Unsurprisingly,those same customers who took so long to first identify,then qualify, then close, are often left feeling extremelyneglected, and eventually disappear - or more often,are "stolen" by a competitor who shows more interest inthem. Let's make 2014 the year we "love the one we're

with" rather than being so commercially promiscuous.

@topsalesworld

JonathanFarrington

Senior Partner

Jonathan Farrington& Associates


27/28

Content = data + artIn 2014, content will become even more importantfor sales and marketing, and the most effective (and,increasingly, innovative!) content will be inspired bycustomer insights based on real factssupported bydatanot just hunch, opinion, guesswork or feel.

But, at the same time, content can never be completelydata-driven. In other words, data is part of the process,but its just a part because creative inspiration is equallyimportant.

The best content tells a true story well. The ability to

create a compelling story (via creative inspiration)based in real customer insight (via data) is the key.

I guess you could say that data + art are the killerstrategy in 2014 and beyond.

@annhandley

AnnHandley

Chief ContentOfficerMarketingProfs


28/28

Lattice delivers data-driven business applications that helpcompanies of all sizes market and sell more intelligently.Inspired by todays consumer applications, Latticebrings every relevant buying signal into the worlds mostcomprehensive, cloud applications. With Lattice, companiesstop guessing and start relying on data science in anapplication that anyone can use to find, prioritize and closetheir next customer. Its rapidly growing customer base,including Dell, SunTrust and VMware, use Lattices open andsecure applications to generate 75% more pipeline, tripleconversion rates, and double win rates. Lattice is backed bySequoia Capital and NEA.

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Marketing Sales Predictions 2014