BEST PRATICE: How Basware aligned sales and marketing to increase sales accepted leads by 136%

B2B Marketing Summit, June 2014

THE SLEEPING PIPELINE

Ceri Jones VP, Global Demand Generation

Basware Oyj

How Basware aligned Sales and

Marketing to increase Sales

Accepted Leads accepted by 136%


CRM Technologies B2B Marketing Operations and Consultancy

Andrew Freeman

CEO

[email protected]

www.linkedin.com/in/andrewmfreeman

@crmtechnologies

http://www.schroders.com/global

http://www.telecitygroup.com/


What I’d like to cover

• Alignment at Basware mid - 2012

• Business Drivers for addressing alignment issues

• ‘No Lead Left Behind’ Project

• Understanding Process

• Pipeline Management Alignment

• Results


Basware – Connected Commerce

Reduced invoicing costs by

75%

Cut 3rd party spend by

10%

Receive

97% of invoices as electronic invoices

Reduce costs of Accounts Payable function by

60%

Process over

90% of invoices without any manual intervention

Pay over

85% Of suppliers within 7-10 days to capture discount

Reduce costs of processing expense claims by over

50%

Basware provides open,

secure, cloud-based

purchase-to-pay and e-

invoicing solutions to

organizations of all sizes,

resulting in greater

efficiencies in

procurement, accounts

payable and accounts

receivable.


Sales & Marketing Alignment?


ALIGNMENT AT BASWARE


We Follow the Waterfall Model


Sales & Marketing is ‘automated’

• Eloqua


THE PROBLEM


The Business Challenges

€s locked up in dormant leads &

opportunities

Low confidence in sales forecasting

threatens business predictability

Process disconnect & lack of

accountability

Inconsistent working practices in

lead management

Poor insight into conversion ratios

and pipeline velocity

Blocked Funnel!

€€€€€ locked up in dormant leads &

opportunities


The Sleeping Pipeline Root Cause: lack of

alignment


Root Causes


Tuesday, 9:30 | Campaign eBlaster

101


“Hey Sales, how are the leads?”


“They suck and we need more of them.”

Definitions

Consistency


Sales & Marketing Alignment Objectives

1.Agree a Basware-wide process to manage the

Sales and Marketing pipeline, from lead

creation to closed opportunity and clarify

naming conventions

2.Define how the process should be executed at

a detailed level in supporting systems. Identify

weaknesses in the current system support for

the process and recommend changes

3.Recommend target metrics for each of the

stages in the process and document the

process and the metrics in an SLA between

Sales & Marketing

4.Recommend how training and adoption of the

defined process should be managed

ALIGN

MENT


Process & Pipeline Alignment

Lead Opportunity

Pre-lead

‘Sales

Ready’

Lead

Opportunity

SO-10

(Qualified

Prospect)

Opportunity

SO-50

(Proposal

Given)

Opportunity

SO-70

(Decision

Due)

Opportunity

SO-90

(Pending

Sale)

Win New

Marketing

Lead Lost

Opportunity

SO-0

(Marketing

Prospect)

Pipeline

Process

Custome

r for Life Sales Opportunity Management Lead Handover Lead

Qualification Lead Creation

Owner

Marketing Sales Basware Tele-qualification

Accept


Service Level Agreement (SLA)


Escalation & Reporting

• ‘All opportunities that are still set

to a Sales Process Status of

‘Marketing prospect’ after 3

working days will trigger an email

alert to the opportunity owner.

Sales Management will receive

weekly reports on all

opportunities that do not conform

to the SLA. Escalation will be

managed through normal line

reporting practices.’

Escalation Example


RESULTS


Funnel Dynamics 12 months on

PIP

EL

INE

VE

LO

CIT

Y

Q1’2012

Average No. Days

84

Q1’2013

Average No. Days

41

Q1’2012

Average No. Days

31

Q1’2013

Average No. Days

45

NML to SAL

SAL to SQO

LE

AD

PR

OD

UC

TIV

ITY

Q1’2012

2,800

Q1’2013

3,300

Q1’2012

250 Sales Accepted Leads

Q1’2013

590*

New Marketing Leads 18%

136%

LE

AD

CO

NV

ER

SIO

N NML to SRL

Q1’2012

3%

Q1’2013

17%

SR* to SAL Q1’2012

3%

Q1’2013

17%

SAL to SQO Q1’2012

39%

Q1’2013

40%


Value of Early Stage Opportunities, Q1, 2013/14

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This is a journey…

‘Every day you may make progress. Every step may be fruitful. Yet there will stretch out before you an ever-lengthening, ever-ascending, ever-improving path. You know you will never get to the end of the journey. But this, so far from discouraging, only adds to the joy and glory of the climb.’

Sir Winston Churchill (1874 - 1965)

ALIGNMENT

Sales & Marketing

No Lead Left Behind


Questions?

• Contact:

• http://uk.linkedin.com/in/cerijones/

• @cerijones216

• [email protected]

• www.cerijones.me


THE SLEEPING PIPELINE

Ceri Jones VP, Global Demand Generation

Basware Oyj