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Julian Archer RESEARCH DIRECTOR SiriusDecisions

On target 2015, Julian Archer, SiriusDecisions

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Julian Archer

RESEARCH DIRECTOR

SiriusDecisions

Pipeline Acceleration:Increasing Marketing and Sales'

aligned contribution to closed

revenue

Julian Archer

Research Director

Demand Creation Strategies

[email protected]

Tel: +31 653392741

© 2015 SiriusDecisions. All Rights Reserved 3

The SiriusDecisions Offering Portfolio

Research ConsultingInquiry Learning Events

Best practice insights

Operational models

Decision frameworks

Proprietary research

Benchmarking

Buyer intelligence

Project

engagements

Strategic advice

Process audits

Organizational

design

Functional alignment

SME access

Validation

Problem solving

Planning

Decision support

On-site workshops

On-line learningAnnual summit

Quarterly forums

Client roundtables

Your Advisory Membership Deliverables

© 2015 SiriusDecisions. All Rights Reserved 4

Executive Summary

• Key issues

• Revenue targets for marketing functions are increasingly becoming the norm

• A systematic, collaborative pipeline acceleration approach is necessary to drive

consistent joint sales and marketing activity

• We have seen pockets of acceleration success; however, organizations rarely take a

comprehensive approach

• What you will walk away with

• A framework that combines isolated best practices into three acceleration zones

• A breakdown of the requirements for success in each zone

• Practical real-life cases for each pipeline acceleration type

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 5

Close

The SiriusDecisions Demand WaterfallThe b-to-b standard for defining, measuring, modeling and

diagnosing demand creation performance across marketing, tele and sales functions.

Marketing Qualification

Inquiry

Sales Qualification

Inbound

Tele Qualified Leads (TQLs)

Sales Accepted Leads (SALs)

Teleprospecting Accepted Leads (TALs)

Automated Qualified Leads (AQLs)

Tele Generated Leads (TGLs)

Sales Generated Leads (SGLs)

Outbound

Won Business

Sales Qualified Leads (SQLs)

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 6

Close

Sales Qualification

Marketing Qualification

Inquiry

Outbound Inbound

Teleprospecting Qualified

Leads (TQLs)

Teleprospecting Accepted Leads (TALs)

Sales Generated Leads (SGLs)

Sales Accepted Leads (SALs)

Automation Qualified Leads (AQLs)

Teleprospecting Generated

Leads (TGLs)

Sales Qualified Leads (SQLs)

Won Business PATENT PENDING

Pipeline Acceleration: Key TypesPipeline acceleration focuses on the tele and sales portions of the

Demand Waterfall® to create and progress opportunities through the sales pipeline.

Creation of high-propensity

leads that get into the

pipeline faster

Collaborative efforts to

move stalled deals in

early/middle stages

Collaborative efforts to

push deals across the

finish line

LAST

MILE

INTRA-

PIPE

RAPID

ENTRY

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 7

Use Cases for Pipeline Acceleration Pipeline acceleration can address specific situations to rapidly create

opportunities and address common pipeline stall reasons.

LAST

MILE

INTRA-

PIPE

RAPID

ENTRYBreaking new ground

Rapidly identify and qualify new leads to create

pipeline

Re-engaging and progressing deals after a change

in buying teams Starting over

Climbing the ladder Reaching executives and overcoming their concerns

and objections

Increasing the priority of the deal to the client Jumping the queue

Proving value Demonstrating clear ROI and value for the deal

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 8

Why Pipeline Acceleration?Jointly agreed-upon pipeline acceleration activities improve

marketing’s revenue contribution and lead to more efficient Waterfall conversion rates.

Close

Sales Qualification

Marketing Qualification

Inquiry

Outbound Inbound

Teleprospecting Qualified

Leads (TQLs)

Teleprospecting Accepted Leads (TALs)

Sales Generated Leads (SGLs)

Sales Accepted Leads (SALs)

Automation Qualified Leads (AQLs)

Teleprospecting Generated

Leads (TGLs)

Sales Qualified Leads (SQLs)

Won Business PATENT PENDING

25%

5%

60%

40%

333

17

10

4

1

5%

60%

40%

27%

308

15.4

9.3

3.7

1

308

Increased

marketing

supported

revenue

contribution

© 2015 SiriusDecisions. All Rights Reserved 9

Question

• Does your organization employ structured, collaborative pipeline

acceleration activity?

• Yes

• At times

• No

Pipeline Acceleration Framework

A framework for successful and effective implementation

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 11

Elements of Pipeline Acceleration Pipeline acceleration programs of all types require a common set of

prerequisites to ensure effectiveness and success.

INFORMATION

Provides a fact-based view of where

acceleration should be applied and for

what accounts and opportunities

PROCESS

Binds sales and marketing together

around acceleration execution

ROLES

Defines marketing’s part in acceleration,

based on type

MENU

Provides an agreed-upon list of possible

choices and options

INFRASTRUCTURE

Supports efforts through process, technology and organization

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 12

Pinpoint Roles and Tactics The pipeline acceleration framework provides guidance on what

tactics to use and how to deploy them.

Information Void

Provides information where it is

lacking

Customer Proxy

Makes a prospect feel like a

customer

Financial

“Hard” offers used to drive

business

Enablement

Ta

cti

c F

am

ilie

s

Command/Control Opt-In Situational Selection

Deployment Options

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 13

Acceleration Readiness Framework

The readiness framework provides examples of what is needed to

execute all three types of pipeline acceleration.

Rapid Entry Intra-Pipe Last Mile

Information

• High-priority account list by

segment/territory

• Current data status

• Data/list augmentation

• Pipeline width/length calculations

• Key “stall zone” identification

• Rep feedback on selling experience

• Buyer feedback on purchase experience

• Complex/transactional determination

• Observable outcomes

• Winnability/deal importance

• Resource leverage/availability

Process

• Propensity question creation

• Telemarketing

• Outbound marketing

• Telequalification, handoff

• Entry time rules

• Notification system

• Failure time rules

• Recycle

• Offer construction

• Deal selection

• Adaptation

• Deployment

Marketing Role

• Stimulus (information void): Command/control

• Stimulus (information void): Opt-in

• Enablement: Situational selection

• Enablement: Situational selection

• Stimulus (info void): Command/control

• Stimulus (customer proxy): Command/control

• Stimulus (customer proxy): Opt-in

• Stimulus (financial): Situational selection

• Enablement: Situational selection

Menu

• Self-assessments

• Case studies (business issue)

• Short-burst trials (with support)

• Needs templates

• Subject-matter-expert access

• Demos/demonstration centers

• Case studies (solution focused)

• Online information center invite

• Temporary community access

• Onboarding introduction

• Closing events

• Discounts

Infrastructure• Email tool

• Marketing automation platform

• Sales force automation platform

• Marketing automation platform

• Sales force automation platform

• Email tool

• Marketing automation platform

• Sales force automation platform

Rapid Entry

• High-priority account list by

segment/territory

• Current data status

• Data/list augmentation

• Propensity question creation

• Telemarketing

• Outbound marketing

• Telequalification, handoff

• Stimulus (information void):

Command/control

• Stimulus (information void): Opt-in

• Enablement: Situational selection

• Self-assessments

• Case studies (business issue)

• Short-burst trials (with support)

• Needs templates

• Email tool

• Marketing automation platform

• Sales force automation platform

Last Mile

• Complex/transactional determination

• Observable outcomes

• Winnability/deal importance

• Resource leverage/availability

• Offer construction

• Deal selection

• Adaptation

• Deployment

• Stimulus (customer proxy): Opt-in

• Stimulus (financial): Sit. selection

• Enablement: Situational selection

• Temporary community access

• Onboarding introduction

• Closing events

• Discounts

• Email tool

• Marketing automation platform

• Sales force automation platform

Intra-Pipe

• Pipeline width/length calculations

• Key “stall zone” identification

• Rep feedback on selling experience

• Buyer feedback on purch. experience

• Entry time rules

• Notification system

• Failure time rules

• Recycle

• Enablement: Situational selection

• Stimulus (info. void): Com/control

• Stimulus (customer proxy):

Command/control

• Subject matter expert access

• Demos/demonstration centers

• Case studies (solution focused)

• Online information center invite

• Marketing automation platform

• Sales force automation platform

© 2015 SiriusDecisions. All Rights Reserved 14

Question

• Which pipeline acceleration type is most relevant to your organization?

• Rapid-entry

• Intra-pipeline

• Last-mile

Case Studies

Pipeline acceleration examples from the field

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 16

Rapid-Entry: Lawson Accelerates Intro to North AmericaTargeting refinement based on data quality, high-impact direct mail

and personalized account-based experience creates new pipeline opportunities.

Rapid Entry

Information

• Selection of high-priority account list

• Current data status

• Data/list augmentation

• Contacts and roles verified

Process

• Joint sales and mktg verification of targets

• Initial outbound marketing

• Further marketing followup

• Account assignment and followup

Marketing Role

• Stimulus (info void): Command/control

• Stimulus (customer proxy): Situational

selection

• Enablement: Education: Command

Menu

• Extensive investment in 3D mailer

• Investment in focused in-person event

• Senior executive presence

• Dedicated and maintained microsite

Infrastructure• Salesforce automation platform

Information:

• Data cleansing reduced list

from 70 to 60 accounts

• Significant persona verified

Process:

• Needed immediate alignment

of inbound and outbound

• Moved from command/control

to opt-in

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 17

Rapid-Entry: Lawson Program ImpactTargeting refinement based on data quality, high-impact direct mail

and personalized account-based experience creates new pipeline opportunities.

Prospect Response Major Deals Credibility

Thirty-six of the 60

companies targeted

visited personal

URL

Two major deals

entered pipeline and

closed within six

months

Business unit

founded on

success, and

program used for

future rapid-entry

efforts

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 18

Intra-Pipeline and Last Mile: Events With Different Goals

Event in a Box

• Theme topic selection

• 12–18 people

• Customer in attendance

Executive Events

• Experience money can’t buy

• 6–8 people

Event in a Box

• Program preplanned

• Sales selects accounts

• Sales champion attendance!

Executive Event

• Marketing organized

• Sales selects attendeesEvent Intimacy

Strategic Positioning

Executive Networking

Sales Acceleration

Executive Events

(EE)

Thought Leadership

Product Expertise

Sales Networking

Sales Acceleration

Event in a Box

(EiB)

While events are common in acceleration programs, they must use a

format tailored to attendees’ position within the sales cycle.

Intra-Pipeline/Last Mile

Information

• Selection of lighthouse accounts

• Sales selected accounts and contacts

• High propensity to buy verified

• Stage within sales cycle

Process

• Joint sales and mktg verification of targets

• Sales commitment, not just involvement

• Senior executives’ participation

Marketing Role

• Stimulus: (Information void) opt-in

• Stimulus: (Customer proxy) opt-in

• Enablement: Education situational selection

Menu

• Two event styles – EiB and EE

• Marketing planned events

• Senior sales executive endorsement/drive

Infrastructure• MAP – Eloqua (Oracle Marketing Cloud) EiB

• Salesforce.com

• Concur

SiriusPerspective:

© 2015 SiriusDecisions. All Rights Reserved 19

Intra-Pipeline and Last Mile: Concur ImpactWhile events are common in acceleration programs, they must use a

format tailored to attendees’ position within the sales cycle.

Executive Event

Conversion in

revenue from open

opportunities to

closed/won

bookings

Deal Progression

• 18 accounts in total

• 10 accounts signed

• One account VOC

• One account new

proposal

Credibility

“The event program has proved a

huge success in gaining access to

the senior-level people we would

otherwise struggle to meet.”

“The relationship with the client’s

CFO definitely enabled that deal to

close in September when it looked

like it was slipping.”

© 2015 SiriusDecisions. All Rights Reserved 20

Action Items

• Marketing

• Use pipeline analytics to align with sales around specific

areas to provide acceleration support

• Use the planning process and campaign framework to

anticipate the requirements for pipeline acceleration

• Sales

• Ensure that deals progress accurately through the pipeline to

allow better visibility into trouble spots

• Use pipeline information to isolate what slows deals, and

work with marketing, product/service and others to fix it

© 2015 SiriusDecisions. All Rights Reserved 21

19th - 20th October 2015 – 6th Annual EMEA Summit

• Westminster Park Plaza,

London

• 19th - 20th October 2015

• Executive Leadership

Exchange

• 500+ B2B sales, marketing

and product attendees

For more information, please contact your account executive directly, or Lucia DeAngelis-Jeziorski

[email protected], or visit: http://www.siriusdecisions.com

© 2015 SiriusDecisions. All Rights Reserved 22

Thank You!

Julian [email protected]

Christian [email protected]

Jon [email protected]