What is a Lead?

What is a Lead?

© 2010 Marketo, Inc.

http://www.marketo.com/

Our Speakers

#RevenueMasters

Jill KonrathCEO & Chief Sales OfficerSelling to Big Companies

@jillkonrath

Craig RosenbergVP Products and Services

Focus.com@funnelholic

Sandy CarterVP Business Partners and Midmarket

IBM@sandy_carter

Moderated by

Jon MillerVP Marketing and Co-FounderMarketo@jonmiller2

Book Prize

#RevenueMasters

Moderated by

Jon MillerVP Marketing and Co-FounderMarketo

20092009was thewas thebiggest biggest single yearsingle yeardropdropin revenue. in revenue.

Source: CSO Insights 2010 Study comparing the last 16 years.

#RevenueMasters

5252%%

of sales repsof sales reps

DID NOT DID NOT ACHIEVEACHIEVEtheir sales goal.their sales goal.

Source: CSO Insights 2010 Study

#RevenueMasters

Quotas Quotas Continue to Continue to Rise! Rise! 8484

%%of Quotas Higher of Quotas Higher Year over YearYear over Year

Source: CSO Insights 2010 Study

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6 out of 6 out of 10 10 CompaniesCompaniesRate Their Rate Their LEAD LEAD GENERATIONGENERATIONas Sub Paras Sub ParSource: CSO Insights 2010 SPO Sales Strategy Analysis

#RevenueMasters

Marketing Marketing can step can step

upup

#RevenueMasters

#RevenueMasters

The Way The Way Your Buyers Your Buyers

Buy Has Buy Has

Changed Changed ForeverForever

Buyers Buyers overloaded overloaded with with informationinformation

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More Than More Than

Messages Per Messages Per

DayDay

50050000

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AverageAverageAttentionAttentionSpanSpan

9 9 secondsseconds

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#RevenueMasters

It’s Time forIt’s Time for

The New The New Revenue Revenue EngineEngine

It All Starts with aIt All Starts with a

LeadLead

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So…So…

What is a Lead? What is a Lead?

#RevenueMasters

Poll Question: What is a Lead?

• A Website Visitor• A Name in Your Database• Someone Marketing Passes to Sales• Someone Sales Calls• All of the Above?

Barbra Gago, Social Media Manager of Cloud9 Analytics

Funnel ModelsFunnel Models

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Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions

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Carlos Hidalgo, President of The Annuitas Group,

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From: Marketo’s Secret Sauce to Demand Generation

Marketo’s Revenue CycleMarketo’s Revenue Cycle

#RevenueMasters

All N

am

es

Pro

sp

ect

&

Recycle

d

Lead

AW

AR

EN

ES

S

En

gag

ed

Opportunity

Customer

Sale

sLead

MQLSQL

SAL

Nurturing Database

Q1. What is a Lead?Q1. What is a Lead?

#RevenueMasters


@jillkonrath




IBM@sandy_carter

Q2. What is the Q2. What is the valuevalue of a lead?of a lead?

#RevenueMasters


@jillkonrath




IBM@sandy_carter

Opportunities($2,000)

New Customers($5,800)

Leads($120)

Prospects2/3 paid ($83)

1/3 unpaid ($0)($55 average)

28%Active Prospect

Database

3.0% / month 75%

NamesPaid $33

Unpaid $0

15%

40% Inactive (Last 6

Months)

34.5%

46% of prospects eventually become a lead

Lead Type Variants•Source•Channel•Division•Size

72%

8.4% of leads / 1.4 leads per opty = 6% lead to opty

Marketo: Measuring the Value of a Marketo: Measuring the Value of a

LeadLead

#RevenueMasters

Q3. How can you move Q3. How can you move leads forward?leads forward?

#RevenueMasters


@jillkonrath




IBM@sandy_carter

Q4. How can we measure Q4. How can we measure our lead management?our lead management?

#RevenueMasters


@jillkonrath




IBM@sandy_carter

Measuring Results: Metrics that Measuring Results: Metrics that

MatterMatter

#RevenueMasters

Measuring Results: Metrics that Measuring Results: Metrics that

MatterMatter

Trends over timeTrends over time

Metrics that matter:• Balance• Flow• Conversion• Velocity

Metrics that matter:• Balance• Flow• Conversion• Velocity

#RevenueMasters

Q5. Where do you Q5. Where do you start?start?

#RevenueMasters


@jillkonrath




IBM@sandy_carter

QQ&&AA#RevenueMasters


@jillkonrath




IBM@sandy_carter

Moderated by



@jillkonrath




IBM@sandy_carter

Moderated by


What is a Lead?

Business

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