How MongoDB Achieved a 360-Degree View of Sales & Marketing Alignment
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www.fullcircleinsights.com Session by Jason Paquette, Director of Sales Operations, and Meg Goetsch, Director of Marketing Operations, on achieving a single view of the buyer journey across sales and marketing and reporting on funnel KPIs (such as volume, conversion, and velocity) within Salesforce. April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.
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How MongoDB Achieved a 360-Degree View of Sales & Marketing Alignment
- 1. How MongoDB Achieved a 360° View of Sales & Marketing Alignment +
- 2. Jason Paquette Director of Sales Operations @paquettejason Meg Goetsch Director of Marketing Operations @meggoetsch
- 3. Our Goal Single view of the buying journey across sales and marketing that was easy to understand and report on in Salesforce.
- 4. Our First Step Define our Framework
- 6. “House List” Anonymous Inquiry MQL SAL SQL SQO Closed MongoDB Simplified Demand Waterfall Velocity Conversion Volume
- 7. How we got there Got everyone into one room
- 8. Problem Tools not aligned to our needs
- 9. 9 Problem Different Teams in Different Systems…Trying to contribute to the same funnel...
- 10. “House List” Anonymous Inquiry MQL SAL SQL SQO Closed Lead Contact Opportunity Campaign Member Problem: Funnel data fragmented across 4 tables in SFDC Lead Contact
- 11. “House List” Anonymous Inquiry MQL SAL SQL SQO Closed Solution: Track all funnel metrics on Members CampaignMember Lead Contact Opportunity
- 12. How we got there Implemented Full Circle Insights Sales Enablement Training
- 13. Problem People appear in two places at once...
- 14. Problem: Inquiries as Leads, vs. People at Companies as Contacts & Accounts 4 Inquiries... ...From 3 People... ...From 1 Company Download John Smith Acme Inc. Webinar Attended Jane Doe White Paper Bob Johnson Tradeshow List
- 16. Solution: Lead to Account Dedupe Tools New Lead Existing Account John Smith Acme, Inc. New Contact John Smith Add to Campaign John Smith Acme john@acme.com Name: Company: Email: Webform
- 17. How we got there Well we are almost there... Dedupe Tools that work with Elouqa
- 18. Problem REPORTS Salesforce did not provide the reporting we needed
- 19. Problem: Could not get to KPIs Salesforce MongoDB Revenue Metric Amount (TCV) Annual Contract Value Attribution 100% or 0% Weighted Distribution Which Campaign? Last Touch before Opp Created Multiple How much revenue did the Campaign Source or Influence?
- 20. Solution: Configurable Attribution Models Opportunity $ $ $ $ $ $ Original Source $ $ MQLing Touch $ $ $ Last Touch $
- 22. Funnel KPIs: Conversion Rates, Velocity, & Volume
- 23. Funnel KPIs: Seeing Campaign Members by Funnel Stages
- 24. 3 Take-Aways 1. Don’t accept limitations or the status quo. 2. Get buy-in early on your vision. 3. Define your systems based on your processes.
- 25. Jason Paquette Director of Sales Operations @paquettejason Meg Goetsch Director of Marketing Operations @meggoetsch Q&A