Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

On target 2015, Julian Archer, SiriusDecisions

On Target 2015 is the Go-To Conference for B2B Sales & Marketing. On Target 2015 Stockholm is a one day event held by thought leaders on how to accelerate growth for companies with long and complex sales cycles, many stakeholders and high order values.

  • Login to see the comments

On target 2015, Julian Archer, SiriusDecisions

  1. 1. Julian Archer RESEARCH DIRECTOR SiriusDecisions
  2. 2. Pipeline Acceleration: Increasing Marketing and Sales' aligned contribution to closed revenue Julian Archer Research Director Demand Creation Strategies julian.archer@siriusdecisions.com Tel: +31 653392741
  3. 3. © 2015 SiriusDecisions. All Rights Reserved 3 The SiriusDecisions Offering Portfolio Research ConsultingInquiry Learning Events Best practice insights Operational models Decision frameworks Proprietary research Benchmarking Buyer intelligence Project engagements Strategic advice Process audits Organizational design Functional alignment SME access Validation Problem solving Planning Decision support On-site workshops On-line learning Annual summit Quarterly forums Client roundtables Your Advisory Membership Deliverables
  4. 4. © 2015 SiriusDecisions. All Rights Reserved 4 Executive Summary • Key issues • Revenue targets for marketing functions are increasingly becoming the norm • A systematic, collaborative pipeline acceleration approach is necessary to drive consistent joint sales and marketing activity • We have seen pockets of acceleration success; however, organizations rarely take a comprehensive approach • What you will walk away with • A framework that combines isolated best practices into three acceleration zones • A breakdown of the requirements for success in each zone • Practical real-life cases for each pipeline acceleration type
  5. 5. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 5 Close The SiriusDecisions Demand Waterfall The b-to-b standard for defining, measuring, modeling and diagnosing demand creation performance across marketing, tele and sales functions. Marketing Qualification Inquiry Sales Qualification Inbound Tele Qualified Leads (TQLs) Sales Accepted Leads (SALs) Teleprospecting Accepted Leads (TALs) Automated Qualified Leads (AQLs) Tele Generated Leads (TGLs) Sales Generated Leads (SGLs) Outbound Won Business Sales Qualified Leads (SQLs)
  6. 6. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 6 Close Sales Qualification Marketing Qualification Inquiry OutboundInbound Teleprospecting Qualified Leads (TQLs) Teleprospecting Accepted Leads (TALs) Sales Generated Leads (SGLs) Sales Accepted Leads (SALs) Automation Qualified Leads (AQLs) Teleprospecting Generated Leads (TGLs) Sales Qualified Leads (SQLs) Won Business PATENT PENDING Pipeline Acceleration: Key Types Pipeline acceleration focuses on the tele and sales portions of the Demand Waterfall® to create and progress opportunities through the sales pipeline. Creation of high-propensity leads that get into the pipeline faster Collaborative efforts to move stalled deals in early/middle stages Collaborative efforts to push deals across the finish line LAST MILE INTRA- PIPE RAPID ENTRY
  7. 7. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 7 Use Cases for Pipeline Acceleration Pipeline acceleration can address specific situations to rapidly create opportunities and address common pipeline stall reasons. LAST MILE INTRA- PIPE RAPID ENTRY Breaking new ground Rapidly identify and qualify new leads to create pipeline Re-engaging and progressing deals after a change in buying teams Starting over Climbing the ladder Reaching executives and overcoming their concerns and objections Increasing the priority of the deal to the clientJumping the queue Proving value Demonstrating clear ROI and value for the deal
  8. 8. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 8 Why Pipeline Acceleration? Jointly agreed-upon pipeline acceleration activities improve marketing’s revenue contribution and lead to more efficient Waterfall conversion rates. Close Sales Qualification Marketing Qualification Inquiry OutboundInbound Teleprospecting Qualified Leads (TQLs) Teleprospecting Accepted Leads (TALs) Sales Generated Leads (SGLs) Sales Accepted Leads (SALs) Automation Qualified Leads (AQLs) Teleprospecting Generated Leads (TGLs) Sales Qualified Leads (SQLs) Won Business PATENT PENDING 25% 5% 60% 40% 333 17 10 4 1 5% 60% 40% 27% 308 15.4 9.3 3.7 1 308 Increased marketing supported revenue contribution
  9. 9. © 2015 SiriusDecisions. All Rights Reserved 9 Question • Does your organization employ structured, collaborative pipeline acceleration activity? • Yes • At times • No
  10. 10. Pipeline Acceleration Framework A framework for successful and effective implementation
  11. 11. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 11 Elements of Pipeline Acceleration Pipeline acceleration programs of all types require a common set of prerequisites to ensure effectiveness and success. INFORMATION Provides a fact-based view of where acceleration should be applied and for what accounts and opportunities PROCESS Binds sales and marketing together around acceleration execution ROLES Defines marketing’s part in acceleration, based on type MENU Provides an agreed-upon list of possible choices and options INFRASTRUCTURE Supports efforts through process, technology and organization
  12. 12. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 12 Pinpoint Roles and Tactics The pipeline acceleration framework provides guidance on what tactics to use and how to deploy them. Information Void Provides information where it is lacking Customer Proxy Makes a prospect feel like a customer Financial “Hard” offers used to drive business Enablement TacticFamilies Command/Control Opt-In Situational Selection Deployment Options
  13. 13. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 13 Acceleration Readiness Framework The readiness framework provides examples of what is needed to execute all three types of pipeline acceleration. Rapid Entry Intra-Pipe Last Mile Information • High-priority account list by segment/territory • Current data status • Data/list augmentation • Pipeline width/length calculations • Key “stall zone” identification • Rep feedback on selling experience • Buyer feedback on purchase experience • Complex/transactional determination • Observable outcomes • Winnability/deal importance • Resource leverage/availability Process • Propensity question creation • Telemarketing • Outbound marketing • Telequalification, handoff • Entry time rules • Notification system • Failure time rules • Recycle • Offer construction • Deal selection • Adaptation • Deployment Marketing Role • Stimulus (information void): Command/control • Stimulus (information void): Opt-in • Enablement: Situational selection • Enablement: Situational selection • Stimulus (info void): Command/control • Stimulus (customer proxy): Command/control • Stimulus (customer proxy): Opt-in • Stimulus (financial): Situational selection • Enablement: Situational selection Menu • Self-assessments • Case studies (business issue) • Short-burst trials (with support) • Needs templates • Subject-matter-expert access • Demos/demonstration centers • Case studies (solution focused) • Online information center invite • Temporary community access • Onboarding introduction • Closing events • Discounts Infrastructure • Email tool • Marketing automation platform • Sales force automation platform • Marketing automation platform • Sales force automation platform • Email tool • Marketing automation platform • Sales force automation platform Rapid Entry • High-priority account list by segment/territory • Current data status • Data/list augmentation • Propensity question creation • Telemarketing • Outbound marketing • Telequalification, handoff • Stimulus (information void): Command/control • Stimulus (information void): Opt-in • Enablement: Situational selection • Self-assessments • Case studies (business issue) • Short-burst trials (with support) • Needs templates • Email tool • Marketing automation platform • Sales force automation platform Last Mile • Complex/transactional determination • Observable outcomes • Winnability/deal importance • Resource leverage/availability • Offer construction • Deal selection • Adaptation • Deployment • Stimulus (customer proxy): Opt-in • Stimulus (financial): Sit. selection • Enablement: Situational selection • Temporary community access • Onboarding introduction • Closing events • Discounts • Email tool • Marketing automation platform • Sales force automation platform Intra-Pipe • Pipeline width/length calculations • Key “stall zone” identification • Rep feedback on selling experience • Buyer feedback on purch. experience • Entry time rules • Notification system • Failure time rules • Recycle • Enablement: Situational selection • Stimulus (info. void): Com/control • Stimulus (customer proxy): Command/control • Subject matter expert access • Demos/demonstration centers • Case studies (solution focused) • Online information center invite • Marketing automation platform • Sales force automation platform
  14. 14. © 2015 SiriusDecisions. All Rights Reserved 14 Question • Which pipeline acceleration type is most relevant to your organization? • Rapid-entry • Intra-pipeline • Last-mile
  15. 15. Case Studies Pipeline acceleration examples from the field
  16. 16. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 16 Rapid-Entry: Lawson Accelerates Intro to North America Targeting refinement based on data quality, high-impact direct mail and personalized account-based experience creates new pipeline opportunities. Rapid Entry Information • Selection of high-priority account list • Current data status • Data/list augmentation • Contacts and roles verified Process • Joint sales and mktg verification of targets • Initial outbound marketing • Further marketing followup • Account assignment and followup Marketing Role • Stimulus (info void): Command/control • Stimulus (customer proxy): Situational selection • Enablement: Education: Command Menu • Extensive investment in 3D mailer • Investment in focused in-person event • Senior executive presence • Dedicated and maintained microsite Infrastructure • Salesforce automation platform Information: • Data cleansing reduced list from 70 to 60 accounts • Significant persona verified Process: • Needed immediate alignment of inbound and outbound • Moved from command/control to opt-in
  17. 17. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 17 Rapid-Entry: Lawson Program Impact Targeting refinement based on data quality, high-impact direct mail and personalized account-based experience creates new pipeline opportunities. Prospect Response Major Deals Credibility Thirty-six of the 60 companies targeted visited personal URL Two major deals entered pipeline and closed within six months Business unit founded on success, and program used for future rapid-entry efforts
  18. 18. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 18 Intra-Pipeline and Last Mile: Events With Different Goals Event in a Box • Theme topic selection • 12–18 people • Customer in attendance Executive Events • Experience money can’t buy • 6–8 people Event in a Box • Program preplanned • Sales selects accounts • Sales champion attendance! Executive Event • Marketing organized • Sales selects attendees Event Intimacy  Strategic Positioning  Executive Networking  Sales Acceleration Executive Events (EE)  Thought Leadership  Product Expertise  Sales Networking  Sales Acceleration Event in a Box (EiB) While events are common in acceleration programs, they must use a format tailored to attendees’ position within the sales cycle. Intra-Pipeline/Last Mile Information • Selection of lighthouse accounts • Sales selected accounts and contacts • High propensity to buy verified • Stage within sales cycle Process • Joint sales and mktg verification of targets • Sales commitment, not just involvement • Senior executives’ participation Marketing Role • Stimulus: (Information void) opt-in • Stimulus: (Customer proxy) opt-in • Enablement: Education situational selection Menu • Two event styles – EiB and EE • Marketing planned events • Senior sales executive endorsement/drive Infrastructure • MAP – Eloqua (Oracle Marketing Cloud) EiB • Salesforce.com • Concur
  19. 19. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 19 Intra-Pipeline and Last Mile: Concur Impact While events are common in acceleration programs, they must use a format tailored to attendees’ position within the sales cycle. Executive Event Conversion in revenue from open opportunities to closed/won bookings Deal Progression • 18 accounts in total • 10 accounts signed • One account VOC • One account new proposal Credibility “The event program has proved a huge success in gaining access to the senior-level people we would otherwise struggle to meet.” “The relationship with the client’s CFO definitely enabled that deal to close in September when it looked like it was slipping.”
  20. 20. © 2015 SiriusDecisions. All Rights Reserved 20 Action Items • Marketing • Use pipeline analytics to align with sales around specific areas to provide acceleration support • Use the planning process and campaign framework to anticipate the requirements for pipeline acceleration • Sales • Ensure that deals progress accurately through the pipeline to allow better visibility into trouble spots • Use pipeline information to isolate what slows deals, and work with marketing, product/service and others to fix it
  21. 21. © 2015 SiriusDecisions. All Rights Reserved 21 19th - 20th October 2015 – 6th Annual EMEA Summit • Westminster Park Plaza, London • 19th - 20th October 2015 • Executive Leadership Exchange • 500+ B2B sales, marketing and product attendees For more information, please contact your account executive directly, or Lucia DeAngelis-Jeziorski lucia.deangelisjeziorski@siriusdecisions.com, or visit: http://www.siriusdecisions.com
  22. 22. © 2015 SiriusDecisions. All Rights Reserved 22 Thank You! Julian Archer julian.archer@siriusdecisons.com Christian Lunoe christian.lunoe@siriusdecisons.com Jon Ticehurst jonathan.ticehurst@siriusdecisions.com

×