Automating the Demand Funnel for Revenue Performance Management - PowerPoint PPT Presentation

Automating the Demand Funnel for Revenue Performance Management Robb Nielsen VP, Web Strategy & Marketing Operations Concur Greg Forrest Manager, Global Marketing Operations Concur #EE11SF

#EE11SF

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  10,000 clients in 90 countries  1,600 employees worldwide  Headquarters: Redmond, WA #EE11SF

Scaling Marketing Through Automation #EE11SF

Our Vision Build an engine to make demand generation and prospect progression more systematic to scale the business. Project Phases: Define Common Language – Demand Funnel stage definitions 1. Efficiency – Lead scoring 2. Automation – Lead nurturing 3. Business Intelligence – Map internal systems & integrate 4. #EE11SF

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. #EE11SF

Concur Global Demand Funnel Definitions Marketing * Market Development (Inside Sales) * Regional Sales * #EE11SF

Demand Funnel is in CRM SFDC Contact SFDC Opportunity #EE11SF

Phase 2: Lead Scoring Objective: Marketing & Sales Alignment - Increase inside Sales efficiency and help prioritize sales efforts in order to decrease the sales cycle duration, and increase conversions and deal size. #EE11SF

Phase 2: Lead Scoring #EE11SF

Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won #EE11SF

Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won #EE11SF

Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won #EE11SF

Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won #EE11SF

Phase 3: Automated Lead Nurturing Objective: Educate and guide prospects efficiently through the buying process in order to help facilitate the transition of the prospect from marketing on to sales in an automated fashion. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Closed Not Won #EE11SF

Phase 4: Business Intelligence Objective: Reduce the dependency of error prone and busy staff by automating stages and transitions, funnel conversion metrics become more clear and accurate. Primary KPI’s: 1. Sourced Pipeline/Revenue 2. Influenced Pipeline/Revenue 3. Concur Demand Funnel Conversion Metrics 4. Return on Marketing Investment #EE11SF

KPI: Demand Funnel Conversion #EE11SF

KPI: Monthly Segment Trending #EE11SF

KPI: Influenced Revenue #EE11SF

KPI: Influenced Revenue – Campaign Type #EE11SF

KPI: Return On Marketing Investment Distributed ROMI Attribution Campaign before Everything after 1st & Before Campaign Touches: 1st Campaign SQL Stage Close Won Annual Recurring Revenue Distribution: 30% 50% 20% #EE11SF

KPI: Return On Marketing Investment Campaign before Everything after 1st & Before Campaign Touches: 1st Campaign SQL Stage Close Won Annual Recurring Revenue Distribution: 30% 50% 20% #EE11SF

Takeaways #EE11SF

Align Sales & Marketing  Marketing and sales need to agree on: – Definitions of the integrated Demand Funnel – What and how to score – SLA’s for marketing qualified leads – Nurture content – System and people process – Reporting metrics #EE11SF

Start with the End  What metrics?  KPI’s Documentation – Definition – Questions answered – How used – How obtained  Design to get the data #EE11SF

Automate to Deliver Accurate Metrics  Leverage systems: Eloqua and Salesforce  Automated stage transitions – funnel metrics – Stamp fields on Lead, Contact, and Opportunity  Data flow and process – Keep original data through the process  Rely on systems vs people whenever possible – Balance and lean on the data flow #EE11SF

Ask for Help and Seek Advice  Don’t re -invent the wheel  Follow best practices – Design for your business  Use for strategic advice and execution expertise  Allow a third party to guide change management #EE11SF

Here’s What You’re Going To Need #EE11SF

Time  6 month core project – Campaign management, systems integration, web forms already in place  Never done – Data integrity, growing business demands, strategy revisions #EE11SF

People  Departments For Each Business Unit (# People) – Marketing Operations (2) – Field Marketing (2) – Sales & Marketing Leadership (2) – Sales - Inside & Field (2) – Marketing Communications (1) – Sales Operations (2) – DemandGen Intl. #EE11SF

Technology & Partners Technology Strategic Partners #EE11SF

Thank You & Questions #EE11SF

Greg Forrest Manager, Marketing Operations greg.forrest@concur.com Twitter: gregforrest Eloqua Customer for 5 years Rob Nielsen VP Web Strategy & Marketing Operations robb.nielsen@concur.com Twitter: uxmatters_robbn Eloqua Customer for 5 years #EE11SF