Drive Marketing Automation Success - Cross-Functional Alignment

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Drive Marketing Automation Success: Cross-Functional Alignment

May 29, 2014

Shyna ZhangEnterprise Sr. Product Marketing Manager

Allison DryerDigital Services Sr. Solutions Consultant

“If you could get all the people in an organization rowing in the same

direction, you could dominate any industry, in any market, against any

competition, at any time.”

- Patrick LencioniThe Five Dysfunctions of a Team: A Leadership Fable


Marketing Leadership

Sales Leadership

IT Leadership

Business Unit

Leadership

CMOVP MarketingDigital Marketing LeaderCampaign Strategist (Email and Events) Social Media DirectorKPI’s/Analytics LeaderTechnical Marketing Leader

Cross-Functional TeamKey Personnel

CROVP SalesSales Ops ManagerSales DirectorField Sales ManagerInside Sales ManagerCRM Administrator

CIODirector of ITSys AdminCRM Admin

GMDirectorProduct Marketing


Enterprise Focus AreasPillars for Success

Marketing Strategy

Assess your organization’s

sales and marketing

strategy, maturity, and overall readiness

Cross-Functional Alignment

Exercises and workshops

designed to align your resources and team roles

Sales & Marketing

FunnelEvaluating your

technology stack and

understanding the impact it has

on the overall success

Measurement & Reporting

Determining the key reporting

metrics used by your team,

determining how to measure future success, and ultimately

building the Business Case

Enterprise Focus AreasDeliverables

Marketing Strategy

Marketing Maturity Matrix

Marketing StrategyStrategic

Campaign Roadmap

Cross-Functional Alignment

Resources & Team Roles

Sales & Marketing Funnel Model

Joint Execution Plan

Sales & Marketing

FunnelLead Lifecycle

Lead and Opportunity

StagesSLA’s & Alerts

Measurement & Reporting

Key Performance Indicators -

Tactical v. Revenue

Business CaseAudience &

Cadence

Main Painpoints:• “How do I get better quality leads from Marketing?”• “When are the new marketing campaigns happening so I can

get more leads?”• “Why is marketing reaching out to MY leads?”

SalesNeed more leads

Main Painpoints:• “How much revenue can I forecast this quarter through my

direct vs indirect business?• How can I grow the business faster than my competitor?• How do I drive loyalty among my existing customers?• How do I drive awareness amongst net new customers?”

Business Unit Run the Business

Main Painpoints:• “How do I get the right data from Sales to create an accurate

funnel?”• “How do I get the right support from IT to ensure that my

marketing operations team gets the support that they need?”• “How do I get everyone aligned on the same terminology:

MQL, SQL, SAL, Conversion Rate, etc..?”

MarketingFocus on the Funnel

Main Painpoints:• “How does marketing automation technology fit into the

existing technology architecture?”• “What’s the integration strategy?”• “Is data secure at every stage?”• “What’s the uptime and deliverability?”• “What are the stages of a successful implementation?”

ITLet’s make this Secure


Solving for a Leaky Sales Funnel Traditional Marketing

Focus

Warm Leads Lead Out

Sales

Traditional Sales Focus

Your Customer Base is your Strategic Asset

Traditional Marketing

Marketing Automation

Integrated Marketing

Revenue Performance Management

Basic Marketing Automation • CRM Integration• Scoring• Automated Nurturing

Utilize the entire Sales Funnel & its Stages

• Targeted Marketing• Detour Stages• Dynamic Lead Routing• Triggers & Alerts

Create a multi-touch attribution model and use it to tweak performance

• Attribution Model • Operational Reporting• Sales Empowerment via

CRM campaign execution

PROVIDERActiveHealth Management

iTriageMedicity

Neonatal Management ProgramPractice iQ

EMPLOYERActiveHealth Management

iTriageNeonatal Management Program

WellMatchWellness 2.0

Workforce Availability

PAYERActiveHealth Management

WellMatch

Align Funnel Taxonomy and Definitions

Funnel Stage

Name SFDC Status

Owner Definition Fit Criteria

Demand Gen Suspect N/A Mktg A marketing target about whom very little is known

N/A

Nurturing Prospect Open Mktg A respondent to a marketing campaign with a known name and valid email address

• First Name• Last Name• Email Address • Phone Number

Nurturing > Qualification

Lead (MQL) Sales Ready Mktg. A prospect who meets the minimum fit criteria and has displayed enough interest to be handed over to sales.

• Title• Org. location• Org. Type / Footprint• Timing• Org. Tech Utilization

Qualification Sales Accepted Lead (SAL)

Working Inside Sales or Sales Dev.

A MQL that has been accepted by sales (or inside sales team) for further qualification to determine pipeline readiness.

• Active in Payment Reform (RAM, SSM, PFP, etc.)

• Implementation plan• Funding for Initiative

Qualification Sales Qualified Lead (SQL)

Qualified Sales A SAL that has progressed to an opportunity and is now committed to pipeline

• Strategic fit • Aetna Relationship

Revenue Closed Won Closed Won Sales An opportunity that has resulted in revenue.

Opportunity Closed, stage (TBD)

Assign SLAsCreate Accountability

Cross-Functional AlignmentAlignment within your Funnel

The deliverable and outcome is a process and completed worksheet that aligns your team and creates synergy and alignment on key business goals/drivers across the marketing and sales teams.

Potential Campaign Example – Integrated Campaign – Direct Mailer + Digital Interactions

Anonymous Identified Pre-Qualified Sales Working Sales Relationship Opportunity Closed/Won

Campaign Stage

Program Selected & Launched

BusinessProgram Selected & LaunchedSalesProgram Selected & LaunchedMarketing

Success Path Stages

Campaign Flow

Find through SEO WOM, Conference on Topic or Trend

Engage us Via Website

Fill out Form, Sign up for Newsletter Recycled

List Segmentation, etc.

Direct Mailer Campaign Sent Out

with Assets

Follow-Up Email Vetting Lead

Disqualified

Closed Lost Closed Won

Conversation, Discuss Details,

Verify Opportunity

Craft Proposal/SOW/Pitch

for Specific Need

Expresses Interest via select channels

and or we Follow-Up

Joint Execution Plan A roadmap for moving forward

Outline the steps to take to ensure an efficient close and hand off of Marketo.

1. Embark on the listening tour – what’s working, what’s not working?

2. Clearly establish what success looks like (ie. Consistent taxonomy, SLAs, content execution, KPIs)

3. Identify the right stakeholders & assemble the Tiger Team across multiple teams

4. Celebrate small successes & report out on progress!

Best Practices

in·no·vate

A flexible, collaborative, and consultative assessment involving Marketo’s Digital Strategy Consultants and your cross functional teams.

Assessments evaluate your sales & marketing strategy, cross functional alignment, sales & marketing funnel, and measurement & reportsto deliver strategic recommendations and plans for improvement.

INNOVATE


Takeaways & Q&A

• Cross-Functional Alignment is critical to the success of transformational marketing

• Engage with Marketo to map your resources, create clear hand-offs between teams, and implement a joint execution plan

Thank you! [email protected]

[email protected]

Drive Marketing Automation Success - Cross-Functional Alignment

Technology

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