How to operationalize the demand funnel - as presented at Sirius Decisions Summit 2014. Presented by Kevin Marasco, HireVue CMO and David Lewis, CEO DemandGen.
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7. Demand Funnel Snapshot
Current Month & Quarter: Actual vs. Demand Plan
HIREVUE | TALENT INTERACTION
$6.3M
38%
PIPELINE $16.4M
10.1M REMAINING
212
38%
SAL 563
351 REMAINING (-71 SQL)
411
36%
MQL 1130
719 REMAINING
TODAY 55%
Q1
$3.47M
69%
PIPELINE $5M
1.5M REMAINING
103
56%
SAL 185
82 REMAINING (-56 SQL)
185
49%
MQL 378
193 REMAINING
TODAY 71%
March
= Current Period SQL (Pending SAL), $0 assigned
8. Demand Funnel Detail: QTD
Q1: Created vs. Demand Plan - This Quarter Only
HIREVUE | TALENT INTERACTION
PIPE
SAL
$2.6M
131%
2M*
LEFT
121
49%
248
140 LEFT
TODAY 66%
SMB
PIPE
SAL
$191K
26%
$737K
545K LEFT
7
34%
21
14 LEFT (7 SQL)
TODAY 66%
EMEA
PIPE
SAL
$4.7M
41%
$16.4M
6.6M LEFT
144
46%
315
171 LEFT
TODAY 66%
ENTERPRISE
PIPE
SAL
$1M
68%
$1.5M
483K LEFT
71
91%
78
7 LEFT
TODAY 66%
UPSELL
= Current Quarter SQL (Pending SAL)
*target was $1.2M (bookings target of $300k); KM boosted to 2M for RSM
Churn & new hire ramp
SQL’s & SQO’s are just 5 basis-points short of target run-rate but SAL’s & Pipe
need focus; 2 new reps ramping & targeted campaigns
SQL’s leading indicator of SAL; early signs of traction but need more early, but largely on track with good (25%) attach rate
9. Demand Funnel Trend: PIPELINE
YTD Rolling: Actual vs. Demand Plan & Biz Model
HIREVUE | TALENT INTERACTION
$7,275,907
$79,975,988
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
$90,000,000
FEB MAR APR
Prev Yr
Actual
Plan
Model
+256% YoY
68% Of Plan*
*plan based on cumulative target at end of current month (actual doesn’t factor remainder of period)
15. HIREVUE | TALENT INTERACTION
Process
Team
Technology
2
3
4
Alignment1
Deployment5
Governance6
Improvement7
16. Integrated Sales & Marketing Model
HIREVUE | TALENT INTERACTION
SALES
Headcount
Quota (Seasonality Factor)
Deal Size
Win Rate
Time to Close
MARKETING
Inquiry to MQL *Rate & Time
MQL to SQL
SQL to SAL
SEGMENTS
For Each GEO/SBU/PROD
Segment Attribution
INPUT
HEADCOUNT COVERAGE
CONVERSION RATES
CONVERSION TIMES
AVG DEAL SIZE
TARGETS (Month/Quarter/Year)
Inquiries
MQL’s
SAL’s
SQO’s
Wins
SEGMENT ANALYSIS
MARKETING PERFORMANCE
OPS & CAMPAIGN PERFORMANCE
MODEL OUTPUT
17. HIREVUE | TALENT INTERACTION
Process
Team
Technology
2
3
4
Alignment1
Deployment5
Governance6
Improvement7
18. Sales & Marketing Model
$ales
Inquiry
Wins
SQL
MQL
SAL
Marketing Conversion Rate: 18%
Lead Gen Conversion Rate: 46%
Sales Acceptance Rate: 90%
Marketing Contribution: 60%
Win Rate: 25%
AVG Deal Size: $50K
HIREVUE | TALENT INTERACTION
19. Process Design & Alignment
Inquiry MQL SQL SAL SQO: Stage 0 SQO: Stage 1
Owner Marketing Lead Gen Lead Gen Sales Sales Sales
Exit Criteria
• Profile Started
• Lead Score A-C
• MR Expedite*
• Profile Complete
• Qualified “SQL”
• Meeting Set
• Ph. 1 Discovery
• Buyer Confirmed
• Ph. 2 Discovery
• RSM Accepts
• RSM Rejects
• Ph. 3 Discovery
• Biz Case Confirm
• Team/Time Access
• Exec Sponsorship
• Opp Persona ID’d
Activities
• HireVue Evaluation
• Marketing Email
• 2D/3D Scoring
• MR Outreach *
• Social Follow
• 3-Stage Lead Gen
• Social Outreach
• 2D/3D Scoring
• Social Outreach
• LG Interaction
• LG Discovery
• Account Discovery
• Mobilizer Engaged
• RSM Interaction
• Intro
Preview/Demo
• RSM Discovery
• RSM Confirmation
• SAL Confirmation
• F/U Calls
• Account Expansion
• ID Opp Persona
• ID Buying Process
• Discovery Calls
• Account Mapped
• ID Comp Projects
• Expand Contacts
• Update SFDC
• Confirm Resources
Governance
• DFR Daily Flash
• Campaign Report
• MR SLA (24 hr)
• DFR Weekly Flash
• Lead Gen Report
• LG SLA (48 hr)
• DFR Weekly Flash
• Lead Gen Report
• LG (ongoing)
• Leadership Report
• DFR Weekly Flash
• RSM SLA (48 hr)
• Quarterly Biz Rev
• Sales/Mrktg Report
• Sales Mgmt
• Quarterly Biz Rev
• Sales Forecast
• Sales Mgmt
Tools &
Programs
• Inquiry Template
• 2D Scoring (ELOQ)
• Predictive Scoring
• Inquiry Nurture
• Progressive Prof
• LG Templates
• Dialer
• KiteDesk
• LG Discovery
Guide
• Product Videos
• Social Selling
• KiteDesk
• Social Outreach
• Infographics
• Videos
• RSM Discovery
Guide
• Opportunity
Nurture
• Benchmark
Assessment
• Preliminary ROI
• Challenger Preso
HIREVUE | TALENT INTERACTION
Demand Funnel Matrix
20. Out of Funnel Stages
MQL MQL SQL SAL/SQO
Nurture Disqualify Rejected Closed Lost
Owner Lead Gen Lead Gen Sales Sales
Reason
• Active Opportunity
• Dead Opportunity
• No Longer Customer
• Poor Fit
• Too Early
• No Budget
• No Response
• Competitor Engaged
• International
• Influencer
• Trash
• No Info
• Employee
• Competitor
• Partner
• Candidate
• Left Company
• No Show
• Didn't Meet SQL
Definition
• No Interest
• No Budget
• No Decision
• Hold
• Legal Concerns
• Technology
• Price
• Product
• Lack of Interest
HIREVUE | TALENT INTERACTION
21. HIREVUE | TALENT INTERACTION
Process
Team
Technology
2
3
4
Alignment1
Deployment5
Governance6
Improvement7
22. Team Structure
HIREVUE | TALENT INTERACTION
SHARE OF VOICE
INQUIRIES
Field Marketing
Corporate
Marketing
Marketing
Communications
MQL’s
SQL’s
PIPELINE
Demand Mgmt
Demand
Marketing
Lead Gen
WIN RATE
DEAL SIZE
Product Lines
Product
Marketing
Intelligence
SHARE OF WALLET
EXPANSION PIPELINE
Account Mrktg
Customer
Marketing
User Mrktg
23. Team Structure
HIREVUE | TALENT INTERACTION
Demand Marketing
Programs
Demand Management Lead Gen
Digital Response Opp Consultants
Event Response
Content
SMB
Social Response
Demand Gen
EnterpriseAnalystsSystemsOperations
24. HIREVUE | TALENT INTERACTION
Process
Team
Technology
2
3
4
Alignment1
Deployment5
Governance6
Improvement7
25. HIREVUE | TALENT INTERACTION
Marketing
Automation
Community/G
amification
System of
RecordSalesforce.com
CRM + Chatter
HireVue
User
Jive
Community
Lattice Engines
Predictive Scoring
Everyone Social
Social Syndication
Eloqua
Marketing Automation
KiteDesk
Social Selling
InContact
Dialer
Misc.
Data Hygiene
Social/
Sales
Klipfolio
Dashboard/BI
Analytics
26. HIREVUE | TALENT INTERACTION
Process
Team
Technology
2
3
4
Alignment1
Deployment5
Governance6
Improvement7
39. Takeaways & Lessons Learned
HIREVUE | TALENT INTERACTION
Start with the end in mind
Always align with sales & the business
KSS to start
Set expectations
Execute while you build