Double the bid-to-win ratio for the top 20% highest performing sales reps as a result of marketing automation. If they used to close 2 out of 10 deals per period, they will close an average of 4 out of 10 qualified and prioritized deals within a year of investing in marketing automation (possibly more). According to research 68% of All Other organizations are passing unqualified leads to sales – which means sales has to search for the needles

1. WhatSales LeadersShould
REALLY Expect from Marketing
Automation
Ian Michiels
Principal & CEO
Gleanster Research
COMPLIMENTSOF:

2. Chat

3. #ActOnSwSocial

4. WhatSales LeadersShould
REALLY Expect from Marketing
Automation
Ian Michiels
Principal & CEO
Gleanster Research
COMPLIMENTSOF:

5. Agenda
Sales Goals in 2014
Sales Challenges in 2014
Sales Perceptions of Marketing
Automation
What should you expect?
How do you get there?

6. TODAY’S STATS
Total survey responses: 465
PERFORMANCE
BASEDALGORITHM
All
Respondents
Customer
Experience
(Jan. 2014)
n= 276
B2B
Marketing
(Dec. 2013)
n= 189
Top Performers:
Respondents that
achievedTopQuartile
performance in key KPI’s
Everyone Else
Gleanster
Benchmark
Stats

7. Customers in Control
SalesGoals in
2014
RevenueTargets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Accountability
Employee Development
Lead Generation
Sourcing and RetainingTalent

8. Customers in Control
SalesGoals in
2014
RevenueTargets!
Operational Efficiency
Data-Driven Decisions
Risk Mitigation / Accountability
Employee Development
Lead Generation
Sourcing and RetainingTalent
+MARKETING
+HR
SALES
+PRODUCT DEVELOPMENT
+SERVICE & SUPPORT

9. There’s No
Perception
Gap in Lead
Quality
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 50% 100%
How would you rate the quality of leads generated by
marketing on a scale of 1 to 5?

10. There’s No
Perception
Gap in Lead
Quality
25%
5 – Qualified Leads
1 – Not Leads
2
3
4
MARKETING (n=98) SALES (n=76)
100% 50% 50% 100%
10%
38%
27%
5%
34%
27%
19%
15%0%
How would you rate the quality of leads generated by
marketing on a scale of 1 to 5?

11. Challenges in
2014
37%
49%
55%
65%
72%
89%
0% 20% 40% 60% 80% 100%
Locating contact information
Insufficient materials
Navigating multiple decision
makers
Sales forecasting
Establishing relationships with
buyers
Longer sales cycles
Challenges with Customer Engagement in 2014
Sales (n=112)
* Customer Experience Management
Survey, Q1 2014, n=276

12. Mitigating
Challenges
CHALLENGES
Longer sales cycles
Establishing relationships with buyers
Sales forecasting
Multiple decision makers Insufficient materials
Locating contact information
Marketing
Automation
Landing Pages Lead Nurturing Lead Scoring CRM Integration Analytics
Marketing Automation

13. But moaaam…

14. Marketing
Automation is
not…
 Just about “automating” marketing
 For marketers only
 Another fragmented technology investment

15. Challenging
traditional
perspectives
7%
9%
12%
15%
18%
19%
20%
0% 20% 40% 60% 80% 100%
Tradeshow badge scan
Email campaign open rate
Downloading a whitepaper
More than 5 website visits
Downloading 2 or more…
Demo Signup
Contact Us form fill
Sales (n=78)
* 2013 Marketing Automation Survey,
Sales Reps n=78
What activity drives the most conversion to a
qualified opportunity in your organization?
No Clear
Winner?!?

16. What should sales really
expect from marketing
automation?

17. What should
sales expect
from
marketing
automation
Faster sales cycles
Efficiency gains
Forecast accuracy
Visibility into buyer behavior
Conversation starters
Downstream accountability

18. SurveySays
Tangible
Fluffy
REVENUE

19. What’s on your
mind?
Save
Time
Improve
Success
Rate
Path to
Revenue

20. Expect it to be
an investment
in time, not
necessarily
budget
Budget usually resides in marketing
Establish a common language
Definition of a “qualified lead”
Integration with CRM
Lead alerts
Territories and account business rules
Stop guessing

21. But I’ve heard
about too many
failed
implementations
Top Performers are 4x more likely to invest
in marketing automation
Establish a “Clarity of Focus”
Share CustomerWin Data with Marketing
Prioritize 3-5 Key Personas
If you don’t know where you are
going every path will take you there.

22. Expect 2x
higher bid-to-
win ratios from
your highest
performing
reps
32% of All Respondents
report leads that are
passed to sales are
qualified by BANT criteria.
Top Performing
organizations report 2x
higher bid-to-win ratios in
the first 12 months of using
marketing automation.
* B2B Marketing Survey, Q4 2013,
n=189

23. But do I need to
disrupt existing
processes to get
there?
Lead scoring creates rules to automate
qualification and outsource it to
marketing
Content uncovers intent- conversation
starters
Multi-channel communication is less
intrusive to prospects
Real-time alerts in CRM give reps
context

24. Expect an
average of 1.5x
higher revenue
year-over-
year.
100% of respondents reported an average of
1.5x higher revenueYoY.
82% of sales leaders report
“significant improvement” in lead
quality within the first year of
investing in marketing automation.
76% report a “significant decrease”
in lead quantity.
* B2B Marketing Survey, Q4 2013,
n=189

25. But every time
we beat a target
…my target
increases!?!
Measure the conversion from “marketing
qualified” to “sales accepted lead”
Measurement gives Marketing and Sales
leaders to confidence on performance so
you can say:
Sales: “if you give us X sales accepted
leads we will convertY revenue in this
timeframe.”
Marketing: “to generate X sales accepted
leads we needY in marketing spend.”

26. ExpectShorter
SalesCycles
89% of sales leaders report sales cycles
decreased “as a result of marketing
automation.”
* B2B Marketing Survey, Q4 2013,
n=189

27. Expect an
increase in
CRM adoption
among sales
reps
Sales Leaders (Director and Above, n=56)
In your opinion, did marketing automation with
CRM integration lead to an increase in CRM usage
among reps?
Yes- 76%
No- 24%
* B2B Marketing Survey, Q4 2013,
n=189

28. Expect
marketing to
be just as
accountable as
sales.
Quantify everything. Leads meet the criteria
or they don’t.
Link marketing spend to revenue for closed
loop measurement.
Determine what messages resonate across
different channels. Help sales reps adjust
tactics.
Replicate and scale best practices.

29. What to
expect?
 2x higher bid-to-win ratios
 “significant increases” in lead quality
 “significant decrease” in marketing-to-sales lead
quantity
 1.5x higher increases in revenue
 increased CRM adoption
 reduced sales cycles
 tangible accountability – in marketing

30. Complimentary
Deep Dive
Research Report
What Sales Should Really
Expect from Marketing
Automation

31. Ready to Learn More?
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com

32. Thanks!
Q&A
Ian Michiels
Gleanster Research
@InsightFanatic
ian.michiels@gleanster.com