Swan(sea) Song – personal research during my six years at Swansea ... and bey...
Linked in data to power sales - dreamforce nov 18 2013 - vfinal w. appendix
1. Learn 3 Key Concepts of How
LinkedIn Made Their Sales Org
More Effective
“Leveraging Data to Drive Sales at LinkedIn”
James Raybould, LinkedIn, Sr. Director Insights and Enterprise Marketing
Andres Bang, LinkedIn, Head of Global Sales and Operations Systems
2. Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or
implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking,
including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements
regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded
services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality
for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results
and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated
with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history,
our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer
deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further
information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for
the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing
important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available
and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features
that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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3. We lead sales systems & data insights at LinkedIn
www.linkedin.com/in/andresbang
@drebang
www.linkedin.com/in/jamesraybould
@londonjames
@drebang
@londonjames
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4. Today’s story starts in 2010 with an ambitious goal
“Power the most effective enterprise
sales & marketing engine in the world by
leveraging LinkedIn's unique data assets”
@drebang
@londonjames
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5. LinkedIn has 3 B2B units and a sales team for each
259M+
Hire
Members Worldwide
Market
Sell
~$1B in Revenue 2012; ~85%YoY
@drebang
@londonjames
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6. “Leveraging data to drive sales at LinkedIn” Agenda
LinkedIn’s approach
Learnings & tips
@drebang
@londonjames
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7. “Leveraging data to drive sales at LinkedIn” Agenda
LinkedIn’s approach
Learnings & tips
@drebang
@londonjames
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8. LinkedIn’s data driven approach blends 3 key elements
Users/buyers
Data
Technology
@drebang
@londonjames
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10. Let’s start with our first “A”: Account Lens
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
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11. Companies don’t buy products
And people don’t buy products
People on behalf of companies buy products
12. We focus at account level and consider “how big?” & “how likely?”
High
Size Of
Prize
How Big?
Low
Temperature
High
How Likely?
@drebang
@londonjames
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15. We focus at account level and consider “how big?” & “how likely?”
High
Size Of
Prize
How Big?
Low
Mktg
automation
+ Field Sales
“Red
Carpet”
Mktg
automation
Inside
Sales
Temperature
High
How Likely?
@drebang
@londonjames
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16. Analytics is the 2nd “A” in our pyramid
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
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17. Each model results in 1 number, which we use to sort
@drebang
@londonjames
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18. We start with defining each metric, then build our models
Size of Prize
At full potential,
how much ($) will this
account spend with LI?
What
Data
Temperature
How likely/soon
is this account to
convert to Closed Won?
Linkedin.com data
Hiring activity
& number of recruiters
Industry and location
Company size
@drebang
Aggregation of decisionmaker & influencer activity
Web visits, whitepaper
downloads, “Contact me”
@londonjames
LinkedIn.com engagement
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19. Automation is the final “A” in our pyramid
ACCOUNT LENS
Buyer
Data
Technology
ANALYTICS
AUTOMATION
@drebang
@londonjames
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20. We are turning our team from beat cops...
@drebang
@londonjames
into Batman
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21. Big data surfaces active and passive signals to act as triggers
Active
Signals
Visiting mktg website, taking action
Passive
Signals
Sample signals
Customer hasn’t used product in past 2 weeks
Social Media Status updates
Profile/role changes (LinkedIn)
Mktg or sales have not contacted in X months
Renewal dates, anniversaries, birthdays
@drebang
@londonjames
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22. We describe our approach as event-based account management
event-based
account management
(eBAM)
@drebang
@londonjames
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23. We’re live with “Crystal Ball”: right triggers at right accounts at right time
Account Alerts -
78
Workday Decision Maker Move
Aug 27 Jane Doe, a DM at AcmeCo joined
White paper downloaded
Aug 26 John Smith, downloaded paper D
Product buy (Linkedin.com) Aug 23 Sally Jones, purchased product F
Netflix
Seat Holder Move
Aug 27 Bob Miller, moved from BobCo to
Marketing email opened
Aug 26 Emily Taylor, opened email K
@drebang
@londonjames
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24. Our goal is simplicity for the user, it just works.
The complexity is “underneath the water”
@drebang
@londonjames
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25. High Level Solution Architecture – We use SFDC as a Platform
Firewall
BOOMI
ATOM
DATA
WAREHOUSE
PROPRIETARY
DATA SOURCES
& APPLICATIONS
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26. Crystal Ball Results
4 Months
from concept to deployment. < 1 Month for
data orchestration and piping.
50x
more data in span of a month.
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36. Entering 2014, we’re inspired by the same goal as in 2010
“Power the most effective enterprise
sales & marketing engine in the world by
leveraging LinkedIn's unique data assets”
@drebang
@londonjames
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