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Operationalizing the Demand Funnel - Sirius Decisions Summit 2014

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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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About HireVue - HireVue make business personal again. And we do it by promoting meaningful human interaction through a digitally-enhanced, connected experience that we call a Talent Interaction Platform™.

Veröffentlicht in: Technologie, Business

Operationalizing the Demand Funnel - Sirius Decisions Summit 2014

  1. 1. Operationalizing the Demand Funnel Kevin Marasco CMO | HireVue
  2. 2. HIREVUE | TALENT INTERACTION about me…
  3. 3. Less Blur. More Brilliance. Digital Recruiting
  4. 4. Operationalizing for Rapid Growth Q1 12 Q2 12 Q3 12 Q4 12 Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 HIREVUE | TALENT INTERACTION Source: Name of Data Provider 2012 2013 2014 183% PIPELINE CAGR
  5. 5. Demand Funnel… In Action
  6. 6. Leadership…
  7. 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. 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. 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)
  10. 10. Sales & Marketing…
  11. 11. Real-Time DF Dashboard HIREVUE | TALENT INTERACTION Drilldown: Segment, Geo, Campaign, Source, Attribution
  12. 12. Marketing Operations…
  13. 13. Daily & Weekly Flash Reports HIREVUE | TALENT INTERACTION Real-Time Stage Volume, Conversion Time, Conversion Rates
  14. 14. The Playbook
  15. 15. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  16. 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. 17. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  18. 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. 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. 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. 21. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  22. 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. 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. 24. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  25. 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. 26. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  27. 27. Integrated into SF Workflow HIREVUE | TALENT INTERACTION
  28. 28. HIREVUE | TALENT INTERACTION
  29. 29. Attribution Tracking HIREVUE | TALENT INTERACTION Use Custom Objects, Workflows, Timestamps in SFDC
  30. 30. Predictive Scoring 45% of sales coming from 6% of leads HIREVUE | TALENT INTERACTION
  31. 31. 3-Dimensional Campaign Reporting Explicit Qualification + Implicit Interest Level + Predictive HIREVUE | TALENT INTERACTION 6 32 25 13 1 10 2 1 8 9 19 11 14 2 6 1 9 LEADS BY STAGE & PREDICTIVE SCORE 30% 47% 18% 5% 0% A B C D E LEADS BY 2-DIMENSIONAL SCORE 30 47 18 5 0 35 39 17 5 A B C D E PREDICTIVE SCORE VS. 2-DIMENSIONAL SCORE
  32. 32. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  33. 33. HIREVUE | TALENT INTERACTION
  34. 34. HIREVUE | TALENT INTERACTION
  35. 35. HIREVUE | TALENT INTERACTION
  36. 36. HIREVUE | TALENT INTERACTION Process Team Technology 2 3 4 Alignment1 Deployment5 Governance6 Improvement7
  37. 37. Demand Funnel on Steroids HIREVUE | TALENT INTERACTION  Partner with Finance  Benchmark (Demand Gen, Sirius)  Social Integration  Content Integration  LEAN Six-Sigma Approach
  38. 38. Summary
  39. 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
  40. 40. Thank You

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