www.fullcircleinsights.com Session by Season Holland, Senior Director of Marketing Operations and Analytics at SkillSurvey. Season walks through the reports built and consistently used by SkillSurvey to measure performance, make marketing projections, and set monthly targets. April 11, 2016 @ the Circulate 2016 conference hosted by Full Circle Insights, a B2B marketing analytics and funnel metrics solution provider.

1. —
Driving Sales & Marketing
Alignment Using Funnel Targets
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2. My Company
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Online Reference Checking
Digital Physician Credentialing

3. - Marketing and Sales Operations
- Full Circle Insights customer since Q2 2014
- Focus on process and measurement
My Role
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4. Our Funnel
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Inquiry
MQL
TAL
TQL
SAL
SQL
Closed - Won

5. The Environment
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- Aggressive goal set by the board
- Many players, disconnected planning
- Sales/marketing relationship tenuous (but on the mend)
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6. The Plan
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7. Built in Excel
Full Circle Outputs
The Tool
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Updates Automatically

8. The Baseline Assumptions
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Inquiry Volume

9. Baseline Assumptions
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Source

10. Baseline Assumptions
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Conversions by Stage

11. Baseline Assumptions
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Velocity

12. The Tool
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Conversion %
INPUTS PAGE

13. The Tool
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Velocity
INPUTS PAGE

14. The Tool
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Average Deal Size
INPUTS PAGE

15. The Tool
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INPUTS PAGE

16. The Tool
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Monthly Targets
OUTPUTS PAGE – MONTHLY

17. The Tool
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OUTPUTS PAGE – MONTHLY
Expected Bookings

18. The Tool
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Model vs. Plan
OUTPUTS PAGE – VS. PLAN

19. Decrease Time to CloseStandardize SQL Definition
Increase TQLs with PredictiveOpen MQL Definition for SMB
The Meetings
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20. Conclusion/Moving Forward
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- Focus shifting at least 1 level deeper in the funnel
- Changing the marketing conversation
- Early indicators of downstream problems
- We’re continuing to work….organic process…tool is
organic
- Upcoming stuff we’re working on
Confidential | SkillSurvey, Inc.

21. — Season Holland
Senior Director, Mktg Operations & Analytics
SkillSurvey, Inc
sholland@skillsurvey.com
www.linkedin.com/in/seasonholland
Confidential | SkillSurvey, Inc.
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