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Presentation given to about 50 Chief Marketing Officers at the CMO Thought Leadership Summit
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The Panel….
Why Demand Generation?
The 5 Mistakes
1. Me, not you
2. One Time Events
3. Lists ≠ Leads
4. Response Rates ≠ Results
5. Managing CEO Expectations
Oops!
Mistake #1- All about me
Almost all websites say what we do
Customers need to solve problems
Mismatch
What Resonates
With Customers?
Mistake #1 Me
“No one cares about your product except you.”
Buyer point of view
The Problem
Maybe a white paper
See the world differently
Single Tactic – Some Results
• Direct Campaign
• Flat Envelope
• 2% Response
On Going Program Approach
Results • Investment in Holistic
Customer Cycle
• Reduced Cost Per Lead, with Greater Response
• Improved Process Adoption by Sales Team
• Marketing As Thought Leader vs Executor
Building Relationships
Mistake #3-Confusing Lists & Leads
Case Study
Why do we consider that ‘Name’ a ‘Lead’? Because Salesforce.com says so!
Leads have many different life cyclesAssessing what type of Lead you have is paramountTrue comparisons can be made once all assumptions are
knownDemand generation to develop leads at each level increases
overall conversion
Mistake #4: Focusing on Response Rates vs Results
Case StudyAdvertising/Adwords
campaigns can be big culprits of mismatched expectations Reach, Awareness, Shock
Effect, Inquiries, Sales What is the focus and goal?
Ultimately all comes down to Sales. But is everyone aligned?
When Marketing is excited and Sales is less than impressed, something is wrong Leads…leads…leads….the
results are great. Are they? 3% versus .02% became
customers with simple change Only be happy when sales is
complaining less than normal about Leads
Mistake #5: Managing CEO Expectations
“Average CMO tenure is less than three years”
Spencer Stuart, February 2008
Education, Process, Metrics
• Review &
Communicate Best
Practice
• Map to Sales Cycle
• Set Specific Targets
• Measure End to End
Demand Generation Demand Generation
Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score
Pct. Accepted Leads 94% 70% 134% Pct. Accepted Leads 94% 70% 134%Pct. Completed Leads 93% 50% 186% Pct. Completed Leads 93% 50% 186%% Qualified Leads 82% 40% 205% % Qualified Leads 82% 40% 205%
Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score
Pct. Accepted Leads 60% 70% 86% Pct. Accepted Leads 60% 70% 86%Pct. Completed Leads 32% 50% 64% Pct. Completed Leads 32% 50% 64%% Qualified Leads 24% 40% 60% % Qualified Leads 24% 40% 60%
Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score
2-day lead distribution interval 96% 90% 107% 2-day lead distribution interval 96% 90% 107%
Q1 Actual Q1 Target Q1 Score YTD Actual YTD Target YTD Score
Total Inquiries 1331 1300 102% Marketing Qualified Leads 1331 6032 22%% Conversion 39% 20% 195% % Conversion 39% 2 24%Sales Ready Leads 519 260 199.6% Sales Ready Leads 519 2561 20.3%% Conversion 65% 60% 108% % Conversion 65% 3 23%Sales Qualifed Leads 338 156 217% Sales Qualifed Leads 338 1853 18%% Conversion 12% 20% 60% % Conversion 12% 1 13%# of Opportunities 40 31 128% # of Opportunities 40 435 9%Opportunity $ Value (Stage 1-5) $2,000 each
$ 84,318 $ 62,400 135% $ 84,318 $ 869,700 10%
% Conversion 0% 20% 0% % Conversion 0% 1 0%# Opportunities Won 0 6 0% # Opportunities Won 0 103 0%Closed Sales $ Value $ - $ 12,480 0% Closed Sales $ Value $ - $ 206,115 0%
Process Adoption Field Sales
Lead Distribution
IB MarketingCampaign Results
Inside SalesProcess Adoption
Open Discussion
• Other Mistakes?
• Other Success Stories?
• Other Lessons Learned?
Contact Info
• Barbara Dondiengo, Level3(720) 888-8341; [email protected]
• Ed Lemire, Acteva(650) 222-0938, [email protected]
• Jeff Ogden, Find New Customers(516) 284-4930, [email protected]
