Do you know how much revenue your marketing programs will drive? Can you trace leads through closed deals? How can you better enable your sales people and help them grow business faster? How do you institute a culture of sales and marketers working together? This panel presented how they tackle the issues to provide visibility into performance across the full sales and marketing funnel.

1. ©2012 MASSTLC ALL RIGHTS RESERVED.
Sales and Marketing Seminar:
Connecting Marketing to Revenue
through Sales Analytics, Enablement
and Communication
JUNE 18, 2013
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9. A Quick Poll
• How many people…
– Are goaled on MQLs? Sales Opportunities? Revenue?
– Regularly review conversion metrics with execs
– Have a “Smarketing” meeting
– Cuddle up with Google analytics before bed

10. Connecting Marketing to Revenue
Key Question:
If you had one more dollar to
spend in marketing, do you know
how it would impact revenue?
Data-driven sales & marketing
Team collaboration
Feeding the sales engine

11. Go-To-Market
Product Marketing
Advocate Marketing
About
Me
Brian Gladstein
@briangladstein
bg@explorics.com
781-820-2654

12. Our Panelists
Bernd Leger
Greg Donahue
Zorian Rotenberg
Elle Woulfe

13. Presenter
Bernd Leger
VP of Marketing
Date
June 18 2013
Connecting Marketing to Revenue

14. Presentation to
MassTLC Panel
Case Study 1:
Situation: 1-person Marketing team
30 Inside Sales Specialists
95% of leads based on outbound cold calling
No culture of sales/marketing collaboration
Challenge: Build a scalable marketing engine
Make marketing’s contribution more measurable
Build a partnership with sales

15. Presentation to
MassTLC Panel
Solution: Freemium-driven marketing model
Leverage field marketing for collaboration and
pipeline acceleration
Focus on key pipeline and deal metrics
Marketing
ROI
Marketing-sourced
Pipeline/Bookings
Marketing-influenced
Pipeline/Bookings
Results: Company grew from 50 to 350 employees
CAGR of 90%+
Inc 500 Fastest Growing Companies
Boston Globe Top Places to Work

16. Presentation to
MassTLC Panel
Case Study 2:
Situation: Rapidly growing company
1 person marketing team
Exploding market (app analytics & marketing)
Challenge: Build marketing infrastructure and drive
pipeline & bookings after 2nd funding round
Solution: Built team of 8 within 6 months
“This is our number”
Focus on the basics (create marketing & sales
SLAs, data quality, define funnel stages)

17. Presentation to
MassTLC Panel
Case Study 3:
Situation: Apps now representing 50%+ of overall
bookings
Challenge: Make marketing’s contribution directly
measurable in the app
Solution: Focus on key elements: segmentation, funnel
conversion
1 simple use case: Net Promoter Score (NPS)
Fortune 500 eCommerce Provider

18. © 2013 Mercury Systems, Inc.
Greg Donahue
Mercury Systems
Connecting Marketing to
Revenue

19. 19
© 2012 Mercury Systems, Inc.
Mercury Systems supplies Electronic Systems
RADAR EW EO/IR – C4I
BAMS; NATO AGS
Global Hawk
SEWIP
AEGIS
AEGIS Ashore
F-15
Patriot
Black Hawk
Reaper
Gorgon Stare
F-16
Badger/Buzzard
Shadow
Global Hawk F-35
F-35
F-16
P-8

20. 20
© 2013 Mercury Systems, Inc.
Align with Sales
• It’s all one funnel – marketing to sales
• Marketing and Sales are partners in delivering revenue
• Agree on and set up a funnel/lead process
• Make sure you maintain the relationship!!
– Meet w/ sales leaders regularly – bi-weekly and ad hoc
– Communicate w/ sales team – weekly w/ Inside Sales; ad hoc w/ rest of
team; participate in all sales team meetings
• Work with Sales Operations!
• How is Sales measured/compensated?
Sales is your customer – treat them right!

21. 21
© 2013 Mercury Systems, Inc.
Spend time on the Process – It’s Everything
• Work with Sales to outline/define the marketing to sales funnel
– Define the lead flow
– Determine what is a MQL, SAL, etc.
– Feedback loop for SRLs (lead nurturing)
– Design in flexibility
– Document the process
• Overlay metrics
– What do you want to measure?
– Can you measure it?
• Use SLA (service level agreement) if needed
• Re-visit the process periodically
– For example, we tweak lead scoring
Process determines your day-to-day work and your metrics

22. 22
© 2013 Mercury Systems, Inc.
What do I measure? Three tiers of Metrics
• Tier 1 – Executive Metrics (1-4 key metrics that they care about)
– Marketing Influenced Sales Opportunities
– Lead funnel health by region
• Tier 2 – Marketing Metrics (decide investments/marketing mix)
• Tier 3 – Program Metrics (to improve program performance)
– Open rates, CTRs, page views, downloads, etc.
Base your metrics on what drives your business

23. 23
© 2013 Mercury Systems, Inc.
Metrics – A Story
I wanted to get more $$
• Told the CEO and VP of Sales that I would “add $1 million in new
revenue from new customers over the next 12 months”
• Worked with Marketing Ops and DBA to get numbers
• Created a detailed plan to reach the goal
Investment Requested: 223,844$
Expected leads generated: 2,791
Expected new product sales revenue: 760,375$
ROI: 340%
Time frame from kick-off: 1 to 9 months
Government Technology Cost
Total
Reach
Response
Rate
Number
of Leads
Conversion
Rate
Average
Sale Revenue
Full page ad; 3 times 15,000$ 75,000
enewsletter sponsorship 11,000$ 600,000 0.2% 1200 5% 1,800$ 108,000$
American City & County
Full page ad; 3 times 21,000$ 74,000
Total Investment: 47,000$ Total Leads: 1,200 Total Expected Revenue: 108,000$

24. Hostedby
Zorian Rotenberg
VP, Marketing @ InsightSquared
Email: zorian@insightsquared.com
• VP@ 3 startups all 100%+ yearly salesgrowth at $8MM - $100M
• CEO@ StarWind Software, 100%+ global annual salesgrowth
• B.S.from Lehigh University (Finance major,minors in Applied Math and in
Computer Science), Harvard MBA
• Interests: Intersection b/w Sales&Marketing Management &Analytics

25. Oranges vs. Orange Juice

26. MarketingGenerated $ Sales Pipeline

27. MarketingGenerated $ Sales Revenue

28. Track Leads,Don’t Talk Leads

29. Photo Source (CreativeCommons)
• OrangeTrucks:http://www.flickr.com/photos/mandellb/3290077011/sizes/l/in/photolist-61JvgH-64gcSX-686cU1-6cPgfb-6dRUXz-6dRV6V-6hp7Df-
6hYCmi-6iNLH2-6jwocY-6m5r32-6pN2NU-6pZHD8-6qCAig-6qGLPN-6qJgQ3-6uwj24-6vukH6-6Fawee-6Htwbi-6Wg4Py-6XBbbQ-71uixc-78TCBG-
7bGXdm-7eUmmm-7foRzb-7hnTM6-7iCvP6-7jTHMw-7nDPdG-axj9jM-b3v5fF-e6KWUd-aY41Ba-emWqfJ-bDbkD3-83XCaQ-8LVYqk-8bAYsd-ainggj-
8A86nJ-9rnwjV-a82vsq-7D3iQG-8dyKyZ-7S6ZFa-ar16sE-aqXrZz-aqXrSg-aqXrHe/
29

30. Building a Revenue Engine
Elle Woulfe, VP Marketing
June 16, 2013

31. A Tale of Two Funnels
31
LEAD
VISITOR
What’s Different?
Demand Type
Lead Volume
Benchmarks
Marketing Contribution
Velocity
OPP
SUSPECT
PROSPECT
MQL
SAL
SQ
O 30
Days
6 - 9
Months

32. Grow Awareness, Increase Demand…
CONFIDENTIAL 32
WHY
Backupify?
WHY
Cloud to Cloud
Backup?
WHY
Google Apps?

33. Expand the Funnel, Gain Levers
33
SQO
SQL
MQL
PROSPEC
T
SUSPECT
ACTIVE
DEMAND
LATENT
DEMAND
Marketing Contribution
%
%
%
Volume/Quality/Cost
Benchmarks
Velocity
Attribution Model