Published on December 19, 2013
Align Sales and Marketing The Marketing Automation Advantage Derek Grant Director of Sales Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Hi, I’m @derekgrant I’m Derek Grant • I manage sales at Pardot, a salesforce.com company Motto: • Be Brief • Be Brilliant • Be Gone
What is Marketing Automation? At a high level
What is Marketing Automation Lead Lead Data Lead Events Personalized 1:1 Messaging Buying Cycle Journey
POLL Are you currently using a marketing automation system?
Features and Benefits 5 ways marketing automation adds value
Shift from selling to buying The Internet is changing the buyer’s journey
The sales process is changing • 70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions) • By 2020, customers will manage 85% of their relationship without talking to a human. (Gartner)
The sales process is changing
Give Sales X-Ray Vision Monday: • Message Left • Email • Click Thru Email • View 4 Pages Wednesday: • Message Left • Email • Search “Pricing” • View “Pricing” Page
Give Sales X-Ray Vision
Identify “Sales Ready” Leads Lead qualification drives sales performance
Sales Bandwidth is Limited • Only 17% of leads convert to qualified opportunities (Bridge Group) • 80% of all marketing-sourced leads are mis-handled by sales (Forrester Research)
Focus on the Most Promising Leads Activities Determine Interest • Form Submission +50 • “Contact Me” Form +150 • Page View +1 • Careers Page -30 Demographics Determine “fit” • US-Based, +$500M A+
Focus on the Most Promising Leads
Send Sales The Best Leads Timely follow up drives connect rates & pipeline
Being Timely Matters • For inquiries submitted on the web, 78% of sales go to the first company to respond (InsideSales). • 25% of marketers that adopt mature lead management practices report that the sales team routinely contacts the prospects within one day (Forrester).
Strike While the Iron is Hot Assign The Best • Automation Rules Assign “Sales Ready” leads • Geography • Industry • Salesforce lead assignment rules • Create SFDC Tasks • Update Campaign Status
Strike While the Iron is Hot
Nurture Early Stage “Suspects” Stay top of mind with all your prospects
POLL Are you currently nurturing prospects?
Nurturing Drives Performance Educate Prior to Sales Engagement: • Average 20% increase in sales opportunities from the nurtured leads (DemandGen Report) Eliminate Repetitive Sales Tasks: • It takes an average of seven touches to convert a “suspect” to a “prospect,” which grows to eight touches for enterprise-level accounts (Bridge Group) Earn More of their Budget: • Nurtured Leads have a 47% higher order value than their non-nurtured peers (Annuitas Group)
Stay Top of Mind Nurture the Rest • Nurturing stays in front of early stage prospects • Warm up “Suspects” • Sales Driven “Stay in Touch” • Automated “Recycling” • “On Behalf Of” • Fakes Sincerity
Show Your Value Revenue growth garners respect for Marketing
Show the Value of Marketing CEO’s Don’t Trust Marketers • 80% of chief executive officers admit that they do not really trust and are not very impressed by their chief marketing officers (Fournaise Marketing Group). It Earns Respect • 76% of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.” (Forrester Research)
Show the Value of Marketing • Perception of Marketing as a “Cost Center” • Granular Campaign Analytics empower data driven decisions: • Search (SEO, PPC) Email (Blast, Drip) • Social Media • Everything is compared to revenue
Show the Value of Marketing
Derek Grant Director of Sales @derekgrant email@example.com
Marketing and Sales ... Marketing Automation; ... That’s why successful organizations are breaking down the barriers to align Sales and Marketing.
Are you ready to transform your business with marketing automation? ... email marketing, ... Align Marketing & Sales with Marketing Automation ...
Small Medium Business Advantage: Sales ... rather than focused externally to better align with ... Marketing has their Marketing Automation, Sales ...
3 Reasons to Integrate CRM and Marketing Automation. ... align sales and marketing on both a ... align the two departments to take advantage of data ...
As marketing automation grows in importance, ... Take advantage of the vendor’s consulting services (no question is too simple or obvious to ask!) ...
Posts about marketing automation ... with marketing automation: 1) ALIGN SALES ... take advantage of marketing automation to tailour the ...
... Marketing Automation ... advantage of marketing automation benefits at a pace that is appropriate for your business. Does marketing automation really ...
Learn how marketing automation helps improve ... Align marketing and sales ... Marketing automation can give your team a serious competitive advantage.
Oracle Marketing Cloud Sales Enablement solution gives sales teams a competitive advantage throughout the sales ... Align marketing and sales processes ...