Sales and Marketing Demand Funnel

DemandGen EMEA: Marketing Automation Webcast#12

Panel: Marketing and Sales Can Speak the Same Language with a Demand Funnel

June 20th 2012/ 1PM GMT/2PM CET

John SweeneyCustomer Success DirectorDemandGen UK

Chris PorrecaMarketing Operations

John SweeneyCustomer Success DirectorDemandGen UK

• [email protected]

• DDI: +44 207 096 1835

• www.demandgen.co.uk

• L “B2B Marketing Automation UK”

Who are DemandGen?

#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”

Lead Management, Marketing Automation and Demand Generation know-how

mailto:[email protected]

http://www.demandgen.co.uk/

#EE12EU @Chris_P_Duck_

Marketing and Sales Can Speak the Same Language with a Demand Funnel

Chris PorrecaMarketing Operations Analyst — EMEA

Concur Technologies


About Me

Lubbock

San Salvador

Boston

London

Chris’s Latitude and

Longitude:

Lat: 36.391233

Lon: -49.382648

Geomidpoint.com


What You’re Going to Learn Today

• Understand the challenges Concur EMEA faced before implementing a unified Demand Funnel

• Gain Insight into the steps Concur EMEA took in order to ensure that the Demand Funnel implemented is both valuable and something that all departments across the Business Unit believed in

• See what kind of results your company can expect if you implement a similar unified Demand Funnel


About Concur (NASDAQ: CNQR)

Concur is a leading provider of integrated travel and expense management solutions. Founded in 1993 on the premise of helping drive costs out of businesses through innovation. Process over $35 billion in T&E spend 1,600 employees worldwide

10,000 clients in 90 countries EMEA Headquarters: UK

Frankfurt, Paris, Amsterdam, Prague


EMEA Marketing VP

Field Marketing

FMM UK

FMM DACH

FMM France

EMEA Client Marketing

EMEA Content Manager

Market Development

MDR Manager UK

MDR x 8

MDR Manager CE

MDR x5

Segment Marketing

UK

DACH/EmMa

France

Marketing Operations

ChrisP!

MarkOps @ HQ

Ashley @

Concur EMEA Marketing Structure

EMEA Graphic Designer


Our Vision

Build an engine to make demand generation and prospect progression more systematic to scale the business in our EMEA Business Unit.Project phases:1. Define common language – Demand Funnel stage definitions2. Efficiency – lead scoring3. Automation – lead nurturing

Tailoring – mapping the experience to the regional buyer needs for each of our core EMEA markets

Business Intelligence – map internal systems & integrate

9 © Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.

Phase 1: Define a Common Language


Phase 1: Define a Common Language

• Objective: Adopt the Sirius Decisions taxonomy and organizationally define stages to integrate the marketing and sales funnels into one achieving greater marketing & sales alignment throughout for our core EMEA markets


The Concern

• Tuesday, 9:30 | Campaign E.Blaster 101

This is Jenny(from Field Marketing)


The Concern

•Jenny (from Marketing):

“Hey Sales, how are the leads?”


The Concern

•Matt (from Sales):

“They were rubbish and we need more of them!”


The Concern

@$sh@!%


Target

Leadership

Sales

Mkt Dev

Mkting Ops

Field MktingField

Mkting

Mkting Ops

Mkt Dev

Sales

Leadership

The

+ Mkt Ops HQ


Concur Global Demand Funnel Stages

Inquiry

MarketingQualified (MQL)

MDRWorking

SalesQualified (SQL)

SalesWorking

ClosedWon

Lead GenCampaigns

MarketingHands Off

Nurturing / MDR Works

Pre-MQLNurturing

MDRHands Off

Nurturing / Sales Works

Suspect

Marketing

MarketDevelopment

Regional Sales


The Funnel in SFDC

• The Funnel Stages within the AppDemand

Funnel Stages are NOT just

pretty pictures in posters on

our desks!


Phase 2: Two – Dimensional Lead Scoring


Phase 2: Two – Dimensional Lead Scoring

Demand Generation = Marketing + Sales


Two – Dimensional Lead Scoring

Qualification

Level

Interest

Level

Lead Rating

A - E

A

BCD


Example – Chris’s Teenage Years – (Think of Match.com)

Qualification (aka MATCH): Plays Battlefield 1942 Likes The Offspring Always up for a party!

HIGH

Qualification (aka MATCH): Likes Sad Brit-Pop Likes cats Likes to chill at home

and watch indie films

MEDIUM

RocioKattya

Interest :

LOW

Interest :

HIGH

Chris circa 1997 Listens to The Cure and wears

a RAMONES T-shirt Plays Call of Duty Likes Independent films

AC


Measuring Interest

In the physical world salescan see the interest of a lead.


Measuring Interest

Now you can see their

digital body language (interest)

(2009) Steven Woods, Eloqua’s CTO and co-founder of Eloqua


How Do We Measure Interest?

Website Behavior Number of visits, depth of visit, how recent

Form Submission Activity How many, which ones

Email Responsiveness Eloqua Engage

Program Participation Online events Offline events


Qualification Criteria

Title/Role

Industry

Department/FunctionExpense Issues


Lead Rating

B

D

E

A

C

C

A

B

B

Interest Level

Qua

lific

atio

n Le

vel

Marketing Qualified Lead (MQL)

Low Med High(0 – 20) (21 – 59) (60-100+)

High(60-100+)

Med(21-59)

Low(0-20)


Lead Scoring Views in the App

Lead & Contact Layout


Phase 3: Automated Lead Nurturing


Phase 3: Automated Lead Nurturing

Suspect

Inquiry

MarketingQualified (MQL)

SalesQualified (SQL)

MDR Working

SalesWorking

ClosedWon

Overall Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition from marketing on to sales in an automated fashion.

Nurtures Developed:• UK Small Business• UK Enterprise• DACH• France


Content, content, content…

• Content Mapping Exercise What we learned:

o We had lot’s of content for mature prospects toward the bottom of the funnel

o We had almost no content for new ‘suspect’ prospects at the top of the funnel. We had to create A LOT of new content!

• Localise =/= Google Translate!• Who owns and who creates the content?

• Before: • Now:• Local Field Marketer owns• Local Field Marketer creates

• Local Field Marketer owns• Content Manager creates and

approves

This is Gina

(our content manager)


Database Segmentation: A Necessity

NURTURE TRACK Business Unit Market Segment

UK SMB TRACK EMEA UK SMB

UK ENTERPRISE TRACKEMEA UK ENTERPRISE EAST

EMEA UK ENTERPRISE WEST

DACH TRACKEMEA DACH NATIONAL

EMEA DACH PRIMARY

FRANCE TRACK

EMEA FRANCE MAJOR

EMEA FRANCE NATIONAL

EMEA FRANCE PRIMARY


UK SMBSuspect Nurture

Objective: Probe potential prospects (email addresses) for pain. Guide them to raise their hand to create Inquiries and MQL’s for MDR’s.

3 (+2) Suspect Email Touches.


UK SMBInquiry Nurture

Objective: Allow prospects to self-educate to become aware that they have a problem and allow marketing to qualify and score to get MQL status.

5 Inquiry Email Touches.


UK EnterpriseSuspect Nurture




UK EnterpriseInquiry Nurture




FranceSuspect Nurture




FranceInquiry Nurture




DACHSuspect Nurture




DACHInquiry Nurture




Our Results: Pipeline Coverage

• 20% Year-on-year growth

• 256% achieved of passed opportunities

• DACH 198% of Q2 Target Dennis (DACH Nationals) — 605% (Q2)

Thomas (DACH Primaries) — 2125% (Q2)


RSM & RSD Quota Busters for Q2 - SALES

Adam 122%

UK SMB - WEST

Dafydd 101%

UK SMB

Thierry 140%

FRANCE


Market Development Quota Busters for Q2MDR = Market Development Rep

Alexandre 129%

FRANCE

Veronika125%

DACHIEE

Alex 164%

FRANCE

Martin 200%

UK

Michael 111%

DACHIEE

Peter 183%

UK

Sarlote 110%

DACH

Milena 100%

UK

Simon 118%

DACHIEE


Our Results: Rejection Rates

• Declining Rejection Rates

o11.6% reduction in first quarter since launch• This is more than the total we had achieved three quarters prior


How this Affects InvestmentUK SMB Example

FY12 SMB ModelInvestment required 850,633$ Lead to spend ratio 1:130Inbound leads required 6543Lead to op conversion rate 20%Total passed opps 1309Rejection Rate 51%Total accepted opps 867Total pipeline inc sales cycle 13,000,000$ ARR Goal total 2,600,000$

FY12 SMB ModelInvestment required 670,367$ Lead to spend ratio 1:130Inbound leads required 5157Lead to op conversion rate 20%Total passed opps 1031Rejection Rate 19%Total accepted opps 867Total pipeline inc sales cycle 13,000,000$ ARR Goal total 2,600,000$

51% 19%

• Fixed Client Base• Limited Resources• Recession


Our Results: One Source of the Truth — Reporting

CleggyMDR


Our Results: Culture

• By completely aligning the Sales and Marketing teams in our EMEA Business Unit, we have made sure the people, process and systems around the world are working together for total Revenue Performance Management.

• The results of this alignment have had a profound cultural impact on us as well as an impact on revenue, with 20% growth this past year.

• We finally have a predictive model and a united team to drive the business every day.


Do this next: Watch this FILM!

• Ignore Baseball• Passion• How to Carry out a

successful Project Mistakes Stakeholders

• Lead Scoring Scouting model


And Finally…

3. Start your own “Fellowship of the Lead”

1. Create and Respect the Funnel

2. Run a Content Mapping Exercise


Thank You!

• Chris Porreca• Marketing Operations Analyst @ Concur EMEA

• Chris_P_Duck_• Chris Porreca

• [email protected]

• Chris Porreca

mailto:[email protected]

LI: B2B Marketing Automation UK John SweeneyCustomer Success DirectorEmail: [email protected] Phone: +44 (0) 207 096 1835

Next Webcast: Marketing Automation #13

Next Webcast :Cloud Marketing

July 24th - 1pm UK/2pm CET

Ebrief LEAD SCORING

Ebrief LEAD NURTURING

Webcasts are broadcast live monthly on the“Demand Generation” channel http://www.brighttalk.com/channel/275

Sales and Marketing Demand Funnel

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