Marketing metrics have changed. The evolution of marketing automation tools and business analytics has made it easier to obtain measurements, but many sales and marketing organizations still struggle to prove marketing's worth. Join Sales Engine International's CEO and Founder, Paul Rafferty and Kim Cool, Sales Engine International's Director of Customer Success, for a discussion of common B2B measurement challenges and a demonstration of dashboards built to track KPIs.

2. Today’s Presenter
Paul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding
Partner and Chief Executive
Officer of Sales Engine
International. Paul is a richly
experienced senior sales
executive whose unique insights
and steady hands are greatly
valued by all Sales Engine clients.
Prior to founding Sales
Engine, Paul spent 20 years with a
Fortune 500 company, rising from
Field Sales Rep to Regional VP of
Sales and finally National VP of
Sales Operations, with a
responsibility for a sales force
exceeding 600.

3. Kim Cool
Director of Marketing Program
Management, Sales Engine International
Kim Cool oversees account
management for all Sales Engine
clients. Kim’s strong project
management, database building and
marketing measurement expertise
bring value to every aspect of a client’s
engagement with
Sales Engine.

4. About Sales Engine
International

5. Why We Need More Content?
The World of Selling Has Changed
- 85% of Cold Calls Go to Voice Mail
- 80% of B2B Buyers “Find” the Sellers

6. Integrated Marketing:
The Starting Point for Sales 2.0
Integrated Marketing
and Sales
Acceleration Map to
FIND, CONNECT
with and ENGAGE
Prospects

7. So what’s the Problem with
Measurement?
• We live in the “Age of
Complexity”
• CEO’s need to know
where to invest funds, and
where to cut
• Marketers need to prove
out the ROI of their People
and Programs
• Marketers need to
communicate with their
Sales counterparts
He who has the data stands a much better chance of winning
the argument.

8. Agenda
• Determining What to Measure
• Suggested KPIs You Can Control
• Establishing Benchmarks
• Sample Dashboards
• Extracting Actionable Insights

9. Why do B2Bs struggle with
measurement?

10. What to Measure:
Deciding What is Important
What does the CEO need to know?
•Are sales growing?
•How can I improve them?
•How is Marketing building the brand?
•How is Marketing driving revenue?
•Is my Sales Function effective?
What does marketing need to know?
•Are my people and programs driving revenue?
What does sales need to know?
•Are we competing in enough opportunities?
•Are we winning our share of them?

11. Demand Generation Stages
•SEO / PPC
Suspect •Events
•Campaigns
•Fit Score >X
MQL •Interest Score >Y
•Total Lead Score >Z
•Budget
•Authority
SQL •Need
•Timeframe
•Sales Stage;
or
Opportunity •Opportunity
Scorecard
•Won
Win/Loss •Lost – Competitor
•Lost – No Decision

12. Demand-Gen Engagement
Process
Lead
Suspect score
>X Campaign
response, Trigger
MQL Yes
(Marketing Qualified event, etc.
Lead)
Sales Contact
Call Ready No
record
Yes
SQL Opportunity
(Sales Qualified Lead) record
Opportunity • First “Stage” of sales process; or
• First action in “Opportunity Scorecard”
Win/Loss

13. Demand Generation Metrics
• Database Size &
Suspect Segmentation
• Social Media
• Opens, Clicks, Lead
MQL Scores
• % of Database
Engaged
SQL • # and % Converted
to SQL
• Pipeline Value
Opportunity • Opportunity
Scorecard
•Revenue Won
Win/Loss •New Names
•Cross Sold

14. Demand Generation Metrics
•Data Base
Size and
Suspect
Marketing
Segmentation
•Social Media
•Opens ,Clicks, Lead
MQL Score
(Marketing •% of Database
Engaged
Qualified Lead)
•# of MQL-3, 2, 1s
SQL
(Sales Qualified •# and % to
Converted
Lead) SQL
•Pipeline Value
Opportunity •Opportunity
Scorecard
•Correlate
Win/Loss Wins to
Sales Campaigns

15. The Funnel as a Communication
Tool

16. Opportunities Needed:
Start at the finish line and build backwards
$10 M
Annual Sales Goal
$1 M
Average Win Size
10
Number of Wins Needed
25%
Opportunity Win Rate (% of True Opportunities That You Win)
40
Opportunities Needed/SQL
5%
Lead Conversion Rate (% of Companies Showing Interest That Conduct a Formal
Evaluation
800
#MQLs Needed

17. Database needed to hit goals:
Known Prospect Database Size
10%
Prospect Conversion Rate (% of Prospects Who Become MQLs)
25%
% Leads From Other Programs (Referrals, Trade Shows)
6000
Database Size Needed (Known Prospects)

18. Sample Dashboards
• Proprietary dashboards
built by Sales Engine for
our clients
• Developed based upon
years of experience
• Integrated with
SalesForce.com and our
marketing automation
platform, Manticore
• Released April 2012

19. Demand-Gen Engagement
Process
Lead
Suspect score
>X Campaign
response, Trigger
MQL Yes
(Marketing Qualified event, etc.
Lead)
Sales Contact
Call Ready No
record
Yes
SQL Opportunity
(Sales Qualified Lead) record
Opportunity • First “Stage” of sales process; or
• First action in “Opportunity Scorecard”
Win/Loss

20. Summary
Agree on an Integrated Sales and Marketing
Process – Soccer Not Football!
Establish KPI Goals for the Process
Assign the KPI’s to the Appropriate leader
Establish the Tool Set to Capture KPI Results
Manage to Them!

21. Map Offer
If you are interested in taking a closer
look at Sales Engine’s Integrated
Marketing Map, visit
www.salesengineintl.com to download
a copy.

22. Thank you
Q&A’s