The webinar discussed marketing automation campaigns and aligning sales and marketing processes. Key points included: 1) Sales and marketing should align on common definitions, processes, goals and messaging to improve growth, close rates and customer retention. 2) Sales-driven campaigns can be triggered directly from CRM systems based on lead status and sales knowledge to send the right message at the right time. 3) Prospecting should consider active leads not yet qualified but viable, to move them through the funnel faster. 4) Sales processes should be optimized based on "pipeline dynamics" like conversion rates and flow between stages. Monitoring flows is more important than just volumes.

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Upcoming Webinar
December 9th, 2011 - 8:30 AM PT
Understanding Marketing Automation Campaigns
We'll discuss several types of campaigns, designed to engage
Suspects, Prospects, and Customers to accelerate the buying process
Grab a cup of coffee, today’s webinar will start at 8:33
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2. Before we get started…
• We respect your time, 30 minutes...
• Questions are welcome
• We will get to as many as possible
• A copy of the presentation will be available on-line
• Available in the eTrigue InfoCenter
• www.etrigue.com/InfoCenter
• A version with audio will be available next week
• Please feel free to suggest future Coffee with eTrigue topics
Legal Disclaimer
The information contained in this presentation is for general guidance on matters of interest only. The
application and impact of laws can vary widely based on the specific facts involved. Given the changing
nature of laws, rules and regulations, there may be omissions or inaccuracies in information provided.
Accordingly, all information is provided with the understanding that the authors and publishers are not herein
engaged in rendering legal, accounting, tax, or other professional advice and services. As such, it should
not be used as a substitute for consultation with professional accounting, tax, legal or other competent
advisers.
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3. Today’s Guest
Thomas Oriol
Director, Nimble Apps Limited
• Understand your pipeline
• Improve pipeline/opportunity reliability
• Forecast and simulate pipeline scenarios
Nimble Apps publishes SalesClic, a simple and
powerful sales pipeline management solution
combining sales management, analysis and forecasting
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4. Agenda
1. Align Sales and Marketing
• More than just lead definitions
2. Design sales-driven campaigns
3. Prospect up the funnel
4. Define the stages of a sale
5. Prioritize opportunities
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5. Aligning Marketing and Sales
• Align Marketing and Sales:
• Common buying personas
• Common messaging • Educate
each
other
• Common language/definitions • Jointly
develop
your
process
• Develop
shared
goals
• Common sales processes
• Companies who spend the time to align their teams:
• Grow 5.4% faster than competitors
• Close 38% more deals
• Lose 36% fewer customers
~Marke,ng
Sherpa
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6. Lead Definition
• Definition is often the greatest challenge
• Without it, it’s impossible to decide “Who” does “What” and “When”
• Does sales understand the marketing process?
• Does the marketing process really reflect the sales
process?
- Suspect
- Prospect
- Engaged
- Marketing Qualified (MQL)
- Sales Accepted (SQL)
- Closed/Won
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7. The Vertical Funnel
• Sales and Marketing jointly “own the funnel”
Marketing Sales
1. Awareness
2. Engagement MQL
3. Phone Qualification
4. Campaign
5. Sales Initiated Campaign
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8. Sales Driven Campaigns
Sharing the funnel… means sharing control!
• Let sales drive timing and message
• Direct control for sales – CRM menu selections
• Implied control – Based on CRM data
• Many campaign messaging options
• Competitive
• Product
• Objections
• Consider more than just messaging
• Set the appropriate tone for the audience
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9. Sales Triggered Campaigns
• Sales participation builds buy-in
• Timing is key to increased pipeline velocity and close rates
• Initiate campaigns directly from your CRM
• Product
Specific
Accelera1on
• Target
Objec1ons
• Compe11on
Based
Marke1ng
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10. Sales Driven Campaigns
• Check
to
see
if
it’s
1me
to
send
to
a
sales
ini1ated
campaign
• Confirma1on
Alert
to
sales
• Change
Score
• Add
to
Objec1on
TCO
campaign
• Sales
targets
key
objec1ons
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11. Prospecting up the Funnel
• Look for active Companies, Prospects etc.
• c1ve
Prospects
not
A
yet
in
CRM
• ush
to
Lead
P
• onvert
to
Contact
C
• rospects
from
P
companies
you
are
engaged
with
but
not
MQL
• ast
business
P
acquaintances
• nusual
Ac1vity
U
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12. Prospecting up the Funnel
• Real-Time Lead Alerts before prospect is Marketing Qualified
Use
real-­‐1me
alerts
to
iden1fy
ac1ve
prospects
who
may
not
meet
the
MQL
defini1on,
but
are
viable
candidates.
• ne
size
does
not
fit
all
O
• ot
all
salespeople
are
N
created
equal
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13. Defining the “Right” Sales Process
• Modern sales methodologies insist on:
• Considering sales as a process
• Matching sales and buying processes
• How do I know my sales process is optimized?
• “Pipeline dynamics” are the best indicator
• Reasonable conversion rates from one stage to another
• Balanced durations
• Monitor flows – not just volumes
• Leverage the historical data buried in your CRM software

14. Flows and Volumes
Flows
Volumes

15. Linking Sales Management and Forecasting
• Most B2B companies can’t use quantitative forecasting
• They must rely on the judgment of sales reps and managers
• A well-managed sales process helps with forecasting
• Timely updates  meaningful historical data
• Optimized process  stable conversion rates and durations
• Base forecasts on pipeline dynamics
• volumes x conversion rates x durations  improved forecasts
• Static CRM info (e.g. amounts, closing dates and probabilities
yields unreliable forecasts
• Simulations help when faced with “outliers”

16. Identifying Priority Opportunities
• A well-managed sales process reveals your
“ideal pipeline”
• Required knowledge:
• Daily historical record of pipeline
Actual • Detail of opportunities won/lost
• Pipeline dynamics
Ideal
• Goes beyond traditional forecasting
Priority by telling you where to focus
Target

17. Closing Comments
1. Sales and Marketing alignment is critical
Using common language/definitions, a jointly developed and understood
process will increase velocity
2. Design sales-driven campaigns
Let sales knowledge help drive the right message at the right time
3. Prospect up the funnel
MQL definitions are not the only reason leads should move to CRM
4. Define the “right” sales process
Monitor and Optimize Pipeline Dynamics - the most reliable indicator
5. Prioritize opportunities
Timely updates - meaningful historical data
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18. •
For more information on Salesclic please visit http://www.salesclic.com/download/
For more information please visit www.eTrigue.com
or call 1-800-858-8500
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