OGaraCoFrom Lead Gen to Marketing Value
The Current State of Lead/Demand Generation (1 of 4)
B2B Marketers Priorities
◉ Lead quality over quantity (83%)
◉ Better campaign results (71%)
◉ Sales & Marketing alignment (61%)
◉ More leads, better data and measuring business impact & ROI ◉ How does your business compare?
The Current State of Lead/Demand Generation (2 of 4)
What are the MOST IMPORTANT OBJECTIVES of an effective Lead Gen Strategy?
◉ Improving lead quality (70%)
◉ Increasing sales revenues (58%)
◉ Increasing lead volume (54%)
◉ Most useful metric:
Sales Qualified Leads (SQL)
◉ How does your business compare?
The Current State of Lead/Demand Generation (3 of 4)
◉ Lack of effective strategy (40%)
◉ Lack of budget (33%)
◉ Lack of content (27%)
◉ Lead-to-Revenue attribution (26%)
◉ Marketing-sales alignment & mgt support
◉ How does your business compare?
What are the MOST CHALLENGING OBSTACLES to Lead Generation Success?
The Current State of Lead/Demand Generation (4 of 4)
What are the MOST EFFECTIVE RESOURCES for executing lead generation tactics?
◉ Best results come from outsourcing to specialists or combining outsourcing with in-house (say 83%)
◉ Top reason: shortage of specialist skills
◉ What is your most effective resource mix?
OGaraCo | Focused on B2B Software & SaaS Providers
Consulting & Training | Dem Gen Strategy | Marketing Ops | Lead Management | Performance Management
◉ World’s largest independant Automation provider
◉ Private Equity in recent years:
Carlyle Group and EQT giving strong
investment for international growth
◉ Recent rebrand & acquisitions of a similar
sized competitor, ORSYP
◉ Double digit growth targets required merger,
integration and change management program of:
➊ PEOPLE ➋ PROCESS ➌ TECHNOLOGY
Company: Automic Software Gmbh
Founded: 1985
Customers: 2,500
Employees: 640
Head Office: Vienna (+ London & Seattle)
Locations: 13 incl. AT, DE, FR, GB, HK, US
Web: automic.com
Case Study
Interfacing with the global sales team we were able to deliver an additional €3.5M
of marketing sourced revenue in our first year, a
50% YOY increase in Sales Accepted Leads to
pipeline, while reducing overall spend by 20% vs
the previous year.
Craig Beddis CMO
Automic Software
“
”
Results: More Revenue With Less Budget◉ 100% YOY increase in marketing sourced revenue
◉ 50% YOY increase in Sales Accepted Leads
◉ 20% reduction in overall marketing spend: increasing ROI
Deliverables: People / Process / Technology
➊ People: transform sales & marketing to partner & focus on revenue
➋ Process: a unified lead-to-revenue process mapped to buyer journey
➌ Technology: defining & integrating CRM, Marketing Automation & BI platform
“People before process. Process before technology. Technology
implemented last - to enable your people and the process”
➊ People Before Process | Sales & Marketing Alignment
➊GOALS &
OBJECTIVES
Redefining joint sales and marketing
roles with aligned measures of
success around revenue and growth
➋ORG DESIGN
Designing & implementing aligned
marketing and sales organisation
structure
➍REGIONAL REVENUE
TEAMS
Moved from traditional field marketing
to several regional Revenue Teams of
marketing, sales & services
➎REGULAR
INTERLOCK
Quarterly revenue interlock meetings
with C-level sponsor & bi-weekly
updates for campaign feedback
➌GLOBAL DEMAND CENTRE
From multi-region to one global
marketing demand gen centre -
increasing effectiveness at lower cost
➏LEAD MGT & REPORTING
Agreeing lead definitions, shared
language, SLAs & reporting for full
visibility and accountability
Adrian from OGaraCo came on board during a period of big and frequent change at Automic. He was very supportive with everyone on the team which allowed him to
quickly understand the challenges of the business and understand their unique skill sets, helping him reorganize us into roles that matched our strengths. This
resulted in teams that could meet the aggressive targets from leadership by focusing us on our respective areas, inbound, outbound, programs and operations. He is a
strong believer in developing people through coaching and mentoring.
Patrick Bradshaw, Global Director, Inbound Marketing, Automic
“
”
➊LEAD-TO-REVENUE
Architecting a unified lead-to-revenue
process, for marketing to sales, aligned
with specific buyer journeys
➋PRODUCT/
MARKET FIT
Specific lead qualification by
products/markets: established / new
concept / new paradigm
➌GO-TO-
MARKET
Global campaigns process with local
execution - integrating the right
balance of inbound & outbound
➍AGILE
SCRUM
From waterfall to Agile SCRUM bi-
weekly sprints: faster results &
continuous improvement
➎INTEGRATE
BACK OFFICE
Partnering with IT & Finance to agree
back office processes to support ROI
measurement & management
➋ Process Before Tech | Lead-to-Revenue Buyer Journey Alignment
I worked with Adrian from OGaraCo and we tackled some pretty meaty projects around lead process. He is very pragmatic in approaching a project and digs into details. He will always provide context around stats and always comes up with
innovative ways of looking at results, goals and issues that need solving.
Rachel Teare, Senior Global Director, Digital Marketing, Automic
“”
➌ Technology to Support People & Process | CRM, MA & BI Platform
➊CRM & MAPLATFORM
Old disjointed CRM and Marketing
Automation platforms replaced to
support new processes
➋PROJECT
MGT
Agile SCRUM project management
platform to track & improve project
execution
➌REPORTING
Design and implement MA+CRM
dashboards for sales and marketing
operational reporting
➍ANALYTICS
Setting clear requirements with IT for
Business Intelligence platform for
board level reporting
Adrian from OGaraCo is a true international sales and marketing expert. He helped set up a remote marketing and sales development team to service my region -- with a clear
plan to successfully transition them to my local office. His knowledge of the region and how to support remote teams from across the globe is a unique skill.
Tho Chien, VP Sales, APAC at Automic Software
“”
OGaraCo | Aligning People, Process & Technology
Models & Best-Practice Can Be UsefulBut Executable, Result Driven Programs Create Real Results
So many models! Where do you start?
OGaraCo Marketing Value Maturity Model™
GOALS & OBJECTIVES MATURITYMEASURES &
METRICSPROCESS & CHANNELS
SKILLS &ORG DESIGN
PLANNING &BUDGETING
STRATEGY & TACTICS
Quantity of Leads
LEVEL 1Lead Gen Lead Volume
By Activity With High Risk of
Being Cut
Mixed skills - global or regional
Throw & Stick Activity Based
Number of Opens, Clicks &
Raw LeadsLAGGARD
Quality of Leads
LEVEL 2Demand Gen
Marketing Performance Measurement
Based on Reverse Waterfall
Central Demand Centre &
Regional Field Marketing &
Sales
Multiple Channel
Inbound & Outbound
MQL, SAL, SQL BEST PRACTICE
Value of Leads &
Opportunities
LEVEL 3Revenue Gen
Current/Future Pipeline & Revenue
Estimates
Central Demand Centre & Regional
Revenue Teams
Multichannel Inbound
+Outbound
Marketing Sourced Leads, Opportunities &
Revenue
BEST IN CLASS
Customer Lifetime Value
LEVEL 4Value Gen
Business Performance Management
Future Predictive
Customer Value
Fully Integrated Marketing/Sale/
Services CX Teams
Advanced Omnichannel e.g. ABM &
Social Selling
Predictable Multi-year
Lifetime Value
FUTURE CLASS
© Copyright OGaraCo
Revenue Performance Management
Consulting, Training & Coaching
Strategy Assessment◉ Marketing Value Maturity Roadmap
◉ Org Structure & Design: Demand Centre & Revenue Teams
◉ Skills Gap Analysis for Training/Hiring Plan
◉ Lead Management & Lead Spectrum Analysis
◉ Demand Waterfall Analysis & Budgeting
◉ Product Demand Type Mapping
◉ Campaign Process & Go-to-Market
◉ KPIs, Reporting & Analytics Assessment
◉ Agency Audit
◉ Content Audit & Gap Analysis
◉ Contact Database Healthcheck
◉ Data Management, Account Hierarchy & Segmentation
Requirements Gathering & Selection◉ Agency Selection
◉ Marketing & Sales Platforms & Tools
◉ Reporting & Analytics Platforms & Tools
Workshops, Training & Coaching◉ ABM Strategy, Planning & Execution
◉ Agile Project Management for Campaign Execution
◉ Lead Management & Lead Spectrum Analysis
◉ Marketing Performance & Operations Strategy
◉ Marketing-Sales Alignment (SL2 Agreement)
◉ Social Selling for Inside Sales & Account Execs
See latest public training courses: http://bit.ly/ogaraco
OGaraCo | Public Training Partners
Adrian O’Gara delivers public training for some of the UK’s best marketing knowledge providers:
From Digital to Integrated MarketingB2B Lead Generation:
Integrating Online With Offline14 July 2016
22 September 2016
Digital Transformation Marketing Essentials: From
Leads to Revenue Generation22 September 201624 November 2016
Advanced B2B MarketingInternational Marketing Strategy
Sales & Marketing AlignmentMarketing Performance Management
Early 2017
OGaraCo also offers bespoke in-house training based on your requirements
OGaraCo | Program Execution Partners
Our partners work with us to support their client’s strategy. Our clients work with our partners to execute: content, campaigns, data & technology
Account Based Marketing Strategy & Account Profiling - ABM Technology Platform &
Campaign Execution
Content & Lead GenContent Creation, Campaign
Execution & Distribution (Paid/Earned/Owned)
Marketing Automation Integration & Management: SFDC, Dynamics, Eloqua,
Marketo, Allocadia....
Mktg/Sales AutomationIntegrated MA, Lead Mgt, CPQ,
Commissions, Content & Training Hub
Salesforce.comOutsourced Implementation
& Management
Contact DataData Cleansing, Data
Structure & Data Management
OGaraCo | Meet The Team
With 18 years in B2B sales & marketing for software, SaaS and service companies, Adrian has worked for niche start-ups and global industry leaders. As the founder and lead consultant at OGaraCo, Adrian uses his experience in demand gen strategy with sales and marketing operations to help clients increase revenue and ROI through performance management.
With 10 years in telecommunications and media, Susan has specialised in sales and marketing infrastructure projects – from salesforce automation to closed loop marketing. Susan helps clients execute their newly formed strategy by training people to adopt and adapt to the new environment and deliver the best practice expertise to get you started.
With 10 years in project management, Louise turns strategy into execution with her natural ability to get things done: on time and within budget. Louise helps clients execute their newly formed strategy by coordinating and collaborating with key project stakeholders. Engaging everyone to be aligned and bought-in to the project to ensure success.
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