What happens when your leads move down the funnel only to get stuck in the middle? See how one organization identified the tools and tactics to break through the bottleneck and learn how targeted engagement with prospects and timely hand-offs from marketing to sales makes all the difference by watching this #LLS16 webinar with Full Circle Insights: http://dg-r.co/2aYDLb3

1. #LLS16
Stuck in the Middle:
Strategies for Turbocharging Your
Funnel
SPONSORED BY:

2. #LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

3. #LLS16
Follow This Webinar On Twitter
#LLS16Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Full Circle Insights: @fc_insights
Bonnie Crater: @BonnieCrater
Vidyard: @vidyard
Joe Gelata: @RevenueEngineer

4. #LLS16
About Demand Gen Report
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generation and marketing technology
since 2007
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original research and live events
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• Additional resources at:
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@DG_Report
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5. #LLS16
Questions, Tweets & Resources
Submit your
questions here
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today’s resources
Join the conversation
#LLS16

6. #LLS16
Panelists
Joe Gelata
Head of Global Demand
Gen & Revenue Operations
Vidyard
@RevenueEngineer
Bonnie Crater
President
& CEO
Full Circle Insights
@BonnieCrater
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report

7. Agenda
• Middle of Funnel Defined
• Where Middle of Funnel Fits in the Sales Cycle
• Common Problems and How to Break Through
• Vidyard’s Middle of the Funnel Success
• Q&A

8. What is the Middle of the Funnel?
8
SiriusDecisions Demand Waterfall®

9. What is the Middle of the Funnel?
9
Top
Middle
Bottom
Customer
Top
Middle
Bottom
Marketing-to-Sales
Handoff
Sales Development
Rep (SDR)-to-
Account Executive
(AE) Handoff
SiriusDecisions Demand Waterfall®

10. What Happens in the Middle?
10
MIDDLE
Marketing-to-Sales
Handoff
SDR-to-AE Handoff
MIDDLE OF FUNNEL ACTIVITIES
Marketing
• Marketing-to-
Sales
handoffs
• Marketing
content
accelerating
leads
Sales
• SDR’s
engaging and
qualifying
leads
• SDR-to-AE
handoffs

11. Why is the Middle Important?
11
Opportunity to (1) address
individual prospect challenges,
(2) set product narrative against
competitors
Indication of buying interest
(not just learning interest)
Biggest potential for misalignment
between Marketing and Sales, as
well as SDR’s and AE’s
FIRST 1-ON-1 SALES
CONVERSATION
THE GATEWAY
TO BUY NOW
VULNERABILITIES
IN HANDOFFS

12. Common Problem Areas in the Middle
12
Marketing-to-Sales
Handoff
SDRs Take Too Long
Between Handoffs
SDR-to-AE
Handoff
1 2 3

13. Area #1: Marketing-to-Sales Handoff
13
POTENTIAL PROBLEM
0
1,000
2,000
3,000
4,000
5,000
6,000
MQLs SALs SQLs Closed
Won
Lead Volume by Stage
Target Actual
POTENTIAL FIX
• Invest more in the
campaigns driving the
most leads
• Not getting enough
leads from marketing
• Invest more in
campaigns that result in
closed sales, divest from
those that don’t
• Low-quality leads
• Implement lead scoring
• Hire more SDRs
• Too many leads

14. Area #2: SDR-to-AE Handoff
14
0
1,000
2,000
3,000
4,000
5,000
6,000
MQLs SALs SQLs Closed
Won
Lead Volume by Stage
Target Actual
POTENTIAL PROBLEM POTENTIAL FIX
• AEs starved for demo
appointments
• SDRs setting low-quality
demo appointments
• Too many appointments
for AEs
• Start a SDR or AE
outbound calling
campaign
• SDR training and
alignment around leads
• Have Marketing execute
sales-enablement
programs
• Hire more AEs

15. Area #3: In Between Handoffs
15
17% 14% 26% 43%42%
38%20% 16%0%50%
Minutes
Time Elapsed from
MQL to
SDR Contact
% of Total Follow-Ups
SAL to SQL Conversion Rate
POTENTIAL PROBLEM POTENTIAL FIX
• SDRs not following up
on leads fast enough
• Sales cycle lengthening
due to macroeconomic
factors
• SDRs at capacity
• Implement an SLA and
monitor
• Re-consider target
segments
• Create incentive offers
• Hire more SDRs

16. Aligning Marketing & Sales
16
Create organizational discipline to solve
unforeseen problems.
No matter the problem, align marketing &
sales with:
Cross-organization understanding of
marketing and sales processes
Metrics to diagnose problems
SLAs and incentives tied to quantified
goals
Reviewing and refining alignment efforts

17. Summary
17
Understand the middle of
the funnel and its
importance to the rest of
the organization and
your business.
Anticipate potential
pitfalls and proactively
diagnose problems in
volume, conversion,
and velocity.
Create organizational
discipline around
attaining marketing and
sales alignment to adapt
to the unpredictable.

18. Case Study: Vidyard
18
Joe Gelata
Head of Global Revenue Operations
Vidyard

19. • Founded in 2010, 150+ employees
• Video Intelligence Platform for Business
• SaaS model running as a monthly business
• Huge focus on effectiveness, efficiency,
visibility and intelligent growth
• “Revenue Marketing” mindset
We help companies drive more revenue through the use of online video.
ABOUT VIDYARD!

20. https://www.thinkwithgoogle.com/
1. Nearly half of all B2B
researchers are millenials
2. 81% of non C-Suite
employees now influencing
purchase decisions
3. Majority of B2B researchers
use mobile and watch video
through entire purchase path

21. We care a LOT about:
1. New business
2. Renewals
3. Upsells
4. Customer experience, value,
and customer success

22. Marketing
Sales
Customer Success
Support
Sales
Product Product
Operations?
Insights?

23. Despite Sales Ops, Marketing Ops, CRO’s and CMTO’s…
Sirius Decisions found that B2B organizations with tightly aligned marketing and sales
achieved 24% faster revenue growth and 27% faster profit growth over a three-year period
REVENUE OPERATIONS

24.  Centralized management of process,
“tech stack”, funnel data, and reporting
 Track and improve performance across
the entire revenue engine
 Discover new insights that can drive
growth for our business
REVENUE OPERATIONS
Data & Insights
Solution
Development
Implementation
Governance &
Training

25. LEAD FLOW
INQUIRY MQL SAL SQL SQO WON
MARKETING SDR (Inbound)
BDR (Outbound)
AE

26. Funnel Stage
Inquiry
MQL
SAL
SQL
SQO
SQO Won
Conversion
Rates
-
50%
40%
15%
80%
30%
Reach/Volume
10,000
6,000
2,400
240
192
58
Velocity
(Days)
0
1
7
3
25
-
Value ($MM)
-
-
-
$5
$4
$1.2
INSIGHTS: FUNNEL

27. Question: What were the common
attributes of leads that were being
accepted vs. rejected?
Method: Compare waterfalls for
prospects grouped by different lead-
level and account-level attributes.
Insights: Conversion rates for leads
with specific Marketing Automation
Platforms (MAP) much higher!
CASE 1: IMPROVING MQL>SAL CONVERSIONS

28. Actions:
 Focused on programs that could filter by MAP
 Bumped up lead scoring weight on MAP field
Results:
 Improved SAL volume and cost-per-SAL
 Downstream conversions also increased leading
to more pipeline!!
Full Circle Insights give us a detailed funnel waterfall report…sliced by ANY metric
CASE 1: IMPROVING MQL>SAL CONVERSIONS

29. Nice work!
Now can we do more of that?
CASE 2: IMPROVING SAL>SQL CONVERSIONS
Goal: Increase SQL volume by increasing SAL>SQL rate.

30. CASE 2: IMPROVING SAL>SQL CONVERSIONS
Question: What were the common attributes of SALs that
were converting at a higher rate?
Method: Compare SAL>SQL rate for leads based on
lead/account data and sales engagement attributes.
Insights: When MQL>SAL occurs in under 60 minutes, the
SAL>SQL rate almost doubles!

31. CASE 2: IMPROVING SAL>SQL CONVERSIONS

32. Actions:
Implemented 1 hour SLA for MQL follow-up and
invested in SDR/BDR resources accordingly.
Added automated email notification for owners
when MQL ages beyond 60 minutes.
Scheduled SDRs in shifts to accommodate leads in
multiple time zones.
Results: SQL conversion rate increased by almost 50%
CASE 2: IMPROVING SAL>SQL CONVERSIONS

33. • We love $$$ and we love to be efficient
• Revenue Operations helps with both!
• Detailed waterfall data with powerful reporting is
key to making smarter decisions
• We started at the top, now we’re here…
SUMMARY

34. THANK YOU!

35. #LLS16
Q&A / Panelists
Joe Gelata
Head of Global Demand
Gen & Revenue Operations
Vidyard
@RevenueEngineer
Bonnie Crater
President
& CEO
Full Circle Insights
@BonnieCrater
MODERATOR:
Carol Krol
Editor-In-Chief
Demand Gen Report

36. #LLS16
Thank You For Attending
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