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

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Automating the Demand Funnel for Revenue Performance Management

Robb Nielsen VP, Web Strategy & Marketing Operations Concur Greg Forrest Manager, Global Marketing Operations Concur

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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
• Headquarters: Redmond, WA

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Scaling Marketing Through Automation

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Our Vision

Build an engine to make demand generation and prospect progression more systematic to scale the business. Project Phases:

1.

Define Common Language – Demand Funnel stage definitions

2.

Efficiency – Lead scoring

3.

Automation – Lead nurturing

4.

Business Intelligence – Map internal systems & integrate

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Phase 1: Define a Common Language

Objective: Adopt the Sirius Decisions taxonomy and

• rganizationally define stages to integrate the marketing and

sales funnels into one achieving greater marketing & sales alignment.

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Concur Global Demand Funnel Definitions

Marketing Market Development (Inside Sales) Regional Sales

* * *

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Demand Funnel is in CRM

SFDC Contact SFDC Opportunity

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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.

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Phase 2: Lead Scoring

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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

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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

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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

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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

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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

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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

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KPI: Demand Funnel Conversion

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KPI: Monthly Segment Trending

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KPI: Influenced Revenue

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KPI: Influenced Revenue – Campaign Type

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KPI: Return On Marketing Investment

1st Campaign Campaign before SQL Stage Everything after 1st & Before Close Won 30% 50% 20% Campaign Touches: Annual Recurring Revenue Distribution:

Distributed ROMI Attribution

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KPI: Return On Marketing Investment

1st Campaign Campaign before SQL Stage Everything after 1st & Before Close Won 30% 50% 20% Campaign Touches: Annual Recurring Revenue Distribution:

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Takeaways

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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

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Start with the End

• What metrics?
• KPI’s Documentation

– Definition – Questions answered – How used – How obtained

• Design to get the data

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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

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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

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Here’s What You’re Going To Need

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Time

• 6 month core project

– Campaign management, systems integration, web forms already in place

• Never done

– Data integrity, growing business demands, strategy revisions

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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.

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Technology & Partners

Technology Strategic Partners

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Thank You & Questions

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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