Post on 18-Jul-2015
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%
B2B Marketing Summit, June 2014
CRM Technologies B2B Marketing Operations and Consultancy
Andrew Freeman
CEO
Andrew.Freeman@crmtechnologies.com
www.linkedin.com/in/andrewmfreeman
@crmtechnologies
B2B Marketing Summit, June 2014
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
B2B Marketing Summit, June 2014
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.
B2B Marketing Summit, June 2014
Sales & Marketing Alignment?
B2B Marketing Summit, June 2014
ALIGNMENT AT BASWARE
B2B Marketing Summit, June 2014
We Follow the Waterfall Model
B2B Marketing Summit, June 2014
Sales & Marketing is ‘automated’
• Eloqua
B2B Marketing Summit, June 2014
THE PROBLEM
B2B Marketing Summit, June 2014
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
B2B Marketing Summit, June 2014
The Sleeping Pipeline Root Cause: lack of
alignment
B2B Marketing Summit, June 2014
Root Causes
B2B Marketing Summit, June 2014
Tuesday, 9:30 | Campaign eBlaster
101
B2B Marketing Summit, June 2014
“Hey Sales, how are the leads?”
B2B Marketing Summit, June 2014
“They suck and we need more of them.”
Definitions
Consistency
B2B Marketing Summit, June 2014
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
B2B Marketing Summit, June 2014
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
B2B Marketing Summit, June 2014
Service Level Agreement (SLA)
B2B Marketing Summit, June 2014
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
B2B Marketing Summit, June 2014
RESULTS
B2B Marketing Summit, June 2014
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%
B2B Marketing Summit, June 2014
Value of Early Stage Opportunities, Q1, 2013/14
6/25/2014 24 [Select "Insert > Header & Footer" and add footer text]
B2B Marketing Summit, June 2014
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
B2B Marketing Summit, June 2014
Questions?
• Contact:
• http://uk.linkedin.com/in/cerijones/
• @cerijones216
• ceri.jones@basware.com
• www.cerijones.me
B2B Marketing Summit, June 2014
THE SLEEPING PIPELINE
Ceri Jones VP, Global Demand Generation
Basware Oyj