Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processes And Models To Target Prospective Buyers

#B2BMX
Life Beyond the Lead
Terry Flaherty @TFlaherty @siriusdecision

2 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @TFlaherty
May 2017: The Introduction to Demand Units..

What Happened in Vegas…DIDN’T Stay in Vegas
Excitement! Opinions!
WOW! WHY? HOW?
Inquiries…
lots and lots of inquiries!

Executive Summary
• Key issues
• What you will walk away with
• In many organizations, marketing is focused on generating leads, while sales is focused
on identifying, qualifying and closing opportunities, causing misalignment
• Aligning marketing and sales to a shared focus on demand units requires changes in
culture, process and technology
• Account-focused strategies like account-based marketing (with complex buying
committees and complex portfolios) accelerates the need for transformation
• Learn why to change your organization's focus from leads to demand units
• Insight on the key organizational challenges demand marketers will face in this
transformation
• A “crawl, walk, run” roadmap for demand unit adoption

A Quick Review of Key Concepts…
What’s a Demand Unit and Why Should I Care?

SiriusPerspective:
6 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Key Criteria for Demand Units
The Demand Unit entity must provide core capabilities to track demand progression
and be available to all key functions in the demand process.
• Who’s the Buyer? Associate individuals
into a buying group
• What’s the Need? Align buying group to
business needs
• What’s the Solution? Align buying group
to solutions
• Track qualification progression over
stages
• Make available to marketing, tele and
sales as part of workflows

SiriusPerspective:
Key Concepts for Demand Unit Waterfall Implementation
Successful Demand Unit Waterfall implementation requires an understanding of
process and system impacts in three core areas.
Demand Unit WaterfallDemand Units Demand Maps

The Journey to Demand Units
Why Organizations Need to Plan for Life Beyond the Lead

Starting the Journey to Demand Units
Demand Marketers Get it
(and Love it!) …
But Moving Beyond the Lead
is Disruptive (in a good way)
to the Entire Organization…
So How (and Why) do Demand
Marketers Drive this
Transformation?
Demand Units are a
New Concept
Demand Type

The Issue: Why we Need to Think Differently
Many B2B Organizations are betting their business on a cross-
organizational business process that as currently defined and
measured has a 99% failure rate.

A Look at a Common Demand Management Process
Alignment
Organizational success is
driven by the ability to define
the relationship between
individuals, buying groups and
opportunities in a repeatable,
scalable and optimized way
Sales success is defined and
measured in its ability to
interact with (and close)
buying groups with needs
Opportunities!
Marketing success is defined
and measured in its ability to
interact with individuals (leads)
they qualify and send to sales
AQLs! TQLs!MQLs!

The Big Picture Issue: Siloed Roles and Responsibilities
Marketing’s success is
defined and measured
in its ability to interact
and qualify individuals
In today’s current Lead Management
processes, sales has the responsibility to
determine the relationship between
individual leads and buying groups,
accounts and opportunities
Sales

Insight on Buying Groups
If sales is determining the relationship, where does that information
typically reside???
Where it should exist Where it usually exists
Captured in SFA Opportunities and supporting entities Inside salespeople’s heads
Marketing Lead

Impact of This Barrier
Marketing with limited vision
• Lack of insight into true personas for
buying groups for solutions impacts
program design, messaging
• Marketing attribution visibility limited
Sales with limited vision
• Sales not enabled with insight of
engagement of members of buying
group beyond Lead1
• Second+ leads in accounts (other
buying group members) automatically
disqualified
• Sales not provided insight on account
interest in other solutions

SiriusPerspective:
10
AQLs
Results
A Real World Example: The Second Lead Syndrome
The Second Lead Syndrome introduces process break points that prevents
subsequent leads from the same account to progress through the Demand Management process
Marketing
Sales
Let’s aim at
some key
accounts!
Awesome..
Let’s go
after these
500!
OK.. New
programs
launched!
time
Yay!
Hey… where
are all my
leads??
We are
generating
tons of
AQLs!
Look.. Here’s
10 AQLs from
a single
account!
1
SQL
9 DQ:
Duplicate
Lead

Now Let’s Look at the Solution…
Transforming Sales and Marketing Alignment with Demand Units

Required Changes for Demand Unit Adoption
Cultural
Marketing, tele, sales and channel all
inform and leverage demand units
throughout the entire demand
management process
Process
All interactions provide valuable insights,
are processed with appropriate resources
and mapped to the appropriate demand
unit
Technology
Demand units are integrated into
systems and made available to all
functions throughout the process

Demand Units Provide Alignment Context
Marketing Teleservices Sales
Alignment
• Create Demand Units
• Inform/Update Context
• Leverage Insight
• Trigger Processes and Progression
• Clearly Defined Roles
/Responsibilities/SLAs

SiriusPerspective:
There are several options for where to create the demand unit entity:
System Entity Options – The “Where”
Marketing, sales and product must align to determine where and when to create the
demand unit entity within a system.
Option 1:
Leverage the
opportunity
entity in SFA
Option 2:
Create a custom
object in SFA
and sync to the
opportunity entity
Option 3:
Leverage demand unit
entity in other platforms
and sync with the
opportunity entity*
Most organizations will
choose
this option
An option if business
rules restrict
opportunity creation
A viable option if you’re
leveraging/plan to leverage
one of these platforms

SiriusPerspective:
Keys to Mapping Interactions
Mapping of interactions to demand units is dependent on identifying both the
persona and the context of the interaction.
Sally
• Role: VP of HR
• Action: Downloads Talent
Management Best Practices e-
book
Identify personas to map to the
buying center
Who they are
Title/Job
Function
Persona
Mapping
Persona and
Buying
Center
Identify context to map to the
demand unit
What they are interested in
Interaction Context
Mapping
Demand
Unit

Talent
Acquisition
Target
Demand
Payroll and
Benefits
Target
Demand
Learning
Management
Target
Demand
Key Concept for Mapping Interactions to Demand Units
Active
Demand
Engaged
Demand
Prioritized
Demand
Engaged
Demand
Sally
• Role: VP of HR
• Action: Downloads Talent
Management Best Practices e-book
?
Anonymous
• Role: ?
• Action: Signal of account-level Web
activity on Benefits Admin Pages
Tom
• Role: Director of Benefits Admin
• Action: Responds to tele intro
contact
Helen
• Role: Director of Talent Management
• Action: Attends “Improving Hiring
Accuracy and Efficiency” webinar

Demand Units in Action
The Imprivata Story

Imprivata, Inc.
• IT Security solutions for healthcare
providers
• Target ~6000 large healthcare
networks and hospitals globally
• 4 Potential Solutions per Hospital

Mapping Key Personas to Demand Units
• Created in collaboration
with sales and product
marketing
• 12 Unique personas
mapped to 4 Demand Units
• Personas can be in multiple
Demand Units

Demand unit attributes
• Salesforce Opportunity object
• Demand units created when
account is created
• New Opportunity stages to
handle target, active, and
engaged stages
• Custom Persona object
• Personas = Contact Roles
• Sales won’t see Lead object

Demand unit handoffs
• Scoring used to define depth and
breadth of engagement
• Flow/score incorporates the role of
tele reps in the flow
• Person score
– Persona score
– Demand unit score
• Demand unit score moves
Opportunity to Sales

Demand Unit Flow at Imprivata

Demand Unit Flow at Imprivata: New Stages
TargetTarget
Active
Engaged
Prioritized
Qualified
Pipeline
Won

Demand Unit Flow at Imprivata: New Elements
Target
Planning
and
Acquisition
Intent and
Targeted
Programs (ABM
Plays)
Coverage Programs
Group
Scoring
Group
Qual
Pipeline
Acceleration
Won
• Engagement Planning
by Demand Unit
• White space analysis
• Accounts
• Demand Units
• Personas
• “Coverage” programs/
plays triggered at
Engaged to Group
• Scoring of groups
• New metrics
• DU Conversion
• DU Coverage

Introducing Demand Units in Your
Organization…
A Crawl/Walk/Run Roadmap

Crawl/Walk/Run Action Items for Demand Unit Adoption
Foundation
• Establish organizational buy-in on alignment to buying groups and
demand units
• Identify core Demand Units (buyers, needs, solutions)
Crawl
• Persona mapping
• Content mapping
• Teleservices qualifies
individuals
• Creates/passes
opportunities
• Add additional
contacts to
opportunities

Crawl/Walk/Run Action Items for Demand Unit Adoption
Walk
• Align Program
design and
execution to
buying groups
• Teleservices
identifies/attaches
additional buying
group members
• Second-lead
syndrome resolved
• Sales
receives/verifies
multiple
contacts/opp
• Add additional
contacts
Run
• Marketing
creates DU
• Automated
mapping of
interactions
• Scoring of
demand units
• Inbound acts as
trigger for outbound
• Sales
prospecting
activities tied to
DUW stages

Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processes And Models To Target Prospective Buyers

Life Beyond The Lead: How Top B2B Organizations Are Rethinking Their Processes And Models To Target Prospective Buyers

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