17th Annual Rainmaker Sales and Marketing Symposium Analysing How To Effectively Measure Your Marketing Spend And Return On Investment
Will ScullyPower Managing Director Datarati Proudly sponsored by:
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17th Annual Rainmaker Sales and Marketing Symposium Marketers Revenue Revolution! Proudly sponsored by:
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Hashtag #sympo
17th Annual Rainmaker Sales and Marketing Symposium Agenda 1. Revolutionary change for marketers 2. Strategic organisational challenges 3. Operational marketing challenges 4. Tactical marketing challenges 5. What are these challenges costing us? 6. How do we address these challenges? 7. Combined marketing & sales process 8. ROI metrics 9. Success Roadmap 10. Questions
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17th Annual Rainmaker Sales and Marketing Symposium Revolution
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17th Annual Rainmaker Sales and Marketing Symposium History Repeats Itself
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17th Annual Rainmaker Sales and Marketing Symposium Scientific Management Proudly sponsored by:
Optimise Tasks & Mass Production (1900)
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17th Annual Rainmaker Sales and Marketing Symposium Total Quality Management Proudly sponsored by:
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Measurement / Testing / Controls (70’s)
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17th Annual Rainmaker Sales and Marketing Symposium Supply Chain Management Proudly sponsored by:
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Just In Time Inventory Management (80’s)
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17th Annual Rainmaker Sales and Marketing Symposium Customer Relationship Management Proudly sponsored by:
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Cloud Computing /Software as a Service (90’s)
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17th Annual Rainmaker Sales and Marketing Symposium Common Thread?
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17th Annual Rainmaker Sales and Marketing Symposium Lowering Costs
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Targeted specific sources of corporate spending 17th Annual Rainmaker Sales and Marketing Symposium What’s missing?
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17th Annual Rainmaker Sales and Marketing Symposium Fin Services Expressed as a %
Optimising the process (Marketing & Sales) in attracting and securing revenue! Proudly sponsored by:
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17th Annual Rainmaker Sales and Marketing Symposium Revenue Performance Management Proudly sponsored by:
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Combined Marketing + Sales Processes (2011)
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17th Annual Rainmaker Sales and Marketing Symposium Strategic Challenges
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17th Annual Rainmaker Sales and Marketing Symposium Top Line Revenue Growth
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17th Annual Rainmaker Sales and Marketing Symposium Chief Executive Officer How do we grow revenue by 20%?
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17th Annual Rainmaker Sales and Marketing Symposium Sales Director How do I generate 20% more sales opportunities?
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17th Annual Rainmaker Sales and Marketing Symposium Marketing Director How do I generate more Marketing Qualified Leads (MQL’s) for Sales?
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17th Annual Rainmaker Sales and Marketing Symposium Operational Challenges
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17th Annual Rainmaker Sales and Marketing Symposium Buyer Now In Control
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17th Annual Rainmaker Sales and Marketing Symposium Social Sharing Recommendations
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17th Annual Rainmaker Sales and Marketing Symposium Using New Devices/Apps
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17th Annual Rainmaker Sales and Marketing Symposium New Expectations More Pressure
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17th Annual Rainmaker Sales and Marketing Symposium Tactical Challenges
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17th Annual Rainmaker Sales and Marketing Symposium Disparate Data
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17th Annual Rainmaker Sales and Marketing Symposium The Result is Excel Hell!
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17th Annual Rainmaker Sales and Marketing Symposium Sales & Marketing Split/Divide
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17th Annual Rainmaker Sales and Marketing Symposium What’s it costing us?
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17th Annual Rainmaker Sales and Marketing Symposium 20% Followed Up 20% 30% Don’t Ever Buy Qualified 80% 80% No Follow Up Proudly sponsored by:
Disqualified How much REVENUE is left on the table?
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Source: Sirius Decisions 70% Will buy within 24 months if they are nurtured Official publication:
Lead/Customer Scoring Lead/Customer Nurturing What is this Leakage Costing? 17th Annual Rainmaker Sales and Marketing Symposium How do we solve?
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Integrate Marketing + Sales Data
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17th Annual Rainmaker Sales and Marketing Symposium New Technology: Push vs. Pull
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17th Annual Rainmaker Sales and Marketing Symposium New Processes
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17th Annual Rainmaker Sales and Marketing Symposium Acquisition & Retention Proudly sponsored by:
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Combined Marketing & Sales Process & Funnel
17th Annual Rainmaker Sales and Marketing Symposium New Metrics
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17th Annual Rainmaker Sales and Marketing Symposium Stage Driven Metrics
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17th Annual Rainmaker Sales and Marketing Symposium Produce Revenue Metrics
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17th Annual Rainmaker Sales and Marketing Symposium Benchmark against Best Practice
SiriusDecision' Waterfall Model gives benchmark numbers for conversion rates between the different stages in the funnel. With improved lead management, conversion rates will be higher. SiriusDecisions Inquiries MQLs SALs SQLs SQLtoclose Benchmark N/A 5.1% 61% 56% 26.5% Best Practice N/A 9.7% 82% 62% 29% MQL = Marketing Qualified Lead SAL = Sales Accepted Lead identified) SQL = Sales Qualified Lead (i.e. sales opportunity Example: Moving from Benchmark to Best Practice §For each 1,000 leads, bestinclass companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase). §Estimate for $<insert value> additional revenue per month (based onOfficial
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deals per month at an average deal size of $<insert value>) Proudly sponsored by:
17th Annual Rainmaker Sales and Marketing Symposium Marketing Predicting Revenue
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17th Annual Rainmaker Sales and Marketing Symposium Can You Prove The ROI?
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17th Annual Rainmaker Sales and Marketing Symposium Success Roadmap
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17th Annual Rainmaker Sales and Marketing Symposium Summary 1. Recognise this change is here to stay 2. Focus on REVENUE as your key metric 3. Integrate your marketing & sales data 4. Plug your leaky revenue funnel 5. Implement a marketing automation solution 6. Listen and trigger off social media data 7. Define a combined marketing/sales process 8. Focus on REVENUE as your key metric 9. Get executive sponsorship / Business case 10. Use external consultants to manage change
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17th Annual Rainmaker Sales and Marketing Symposium In closing “The things that come to those that wait are what’s left behind, by those who got there first!” ‐ Stephen Tyler
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17th Annual Rainmaker Sales and Marketing Symposium Good Luck!
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17th Annual Rainmaker Sales and Marketing Symposium Questions?
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17th Annual Rainmaker Sales and Marketing Symposium Contact Will Scully‐Power Managing Director Datarati [email protected] Proudly sponsored by:
+61 400 828 866 Twitter: @willscullypower Blog: willscullypower.wordpress.com
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