Using marketing automation software tools, huge ROI is possible. So how is it that your boss never knows that? Convin

1. Best Practice Webinar
How to sell marketing automation to your boss

2. @brainsell
@salesfusion

4. Delivering more revenue with:

5. My Life Before Marketing Automation

6. The Manual Way...
1. Create landing page with form on website.
2. Put it on FTP within file directory
3. Blog
4. Aggregate email list from within CRM
5. Export list
6. Import to Constant Contact
7. Send email to list
8. Leads come in via email
9. Manually put leads into CRM
10. Hope that reps follow up
11. Go back in email and CRM to find leads, houd
sales people
12. NO analytics
1. Create landing page and form in MA
2. Blog
3. Segment list within MA
4. Set up campaign to send email, put
HQL’s in CRM, set task for sales
person to call
5. Look at analytics
The Automated Way...

7. Reporting Before Marketing Automation...

8. Reporting After Marketing Automation...

9. Marketing Automation is Critical

10. C-levels see the severe
disconnect that exists
between marketing and
sales. Marketing
automation platforms
(MAP) drive deeper
alignment between sales
and marketing teams.
The social web reduces
the power of the
traditional sales team.
Marketing automation
platforms are now
Integrating online
channels (email, social,
PPC, blog, etc.)
Sales should work in a
clean CRM with leads
pushed through from a
robust Marketing
Automation platform.
Thorough integration of
MAP and CRM.
Buyer control is shifting
due to online research.
Marketing automation
supports the movement
away from bulk email
blasts toward nurture-
based marketing
programs.
Sales and marketing landscape

11. How people buy has changed
Bring metrics to the table for discussion

12. Selling MAP to your boss
● Marketing Automation is a revenue-focused
solution
● Marketing is a revenue-generating department
● Marketing consumes a large percentage of a
corporate budget
● Fundamental changes in how marketing
functions have occurred
● Changes in how people evaluate and buy have
occurred

13. Key points
● Marketing Automation is enterprise-class technology
● It has a direct influence on revenue
● It required top-down direction
● It requires business process alignment between marketing,
sales and finance
● Marketing Automation produces verifiable metrics to justify
short and long term ROI and justification of marketing
budgets
● Historical data in a MAP is as valuable if not more so than
traditional forecast metrics in CRM (leading indicator
metric)

14. How people buy has changed

15. Responsibility for the funnel
● Marketers are increasingly
responsible for direct lead
generation
● A large percentage of the funnel
rests on marketing’s shoulders
● Marketing and sales alignment is
critical

16. Misalignment is a revenue issue
● A mis-aligned funnel is the result
of both technology and process
malfunction
● A mis-aligned funnel causes
direct revenue leakage
● The broken funnel is relatively
easy to fix with the right
technology, process, training and
executive sponsorship

17. Top performers get it
● Aberdeen Group Study (2011)
● Top performers - companies that
outperform their peers in
revenue performance
● Studied the type of marketing
data that is integrated with CRM

18. Justifying the spend
• Combine marketing & sales data
• Focus on revenue centric outcomes,
not campaign-level metrics
• Ensure data presented is sales-
validated
• Match metrics with the defined sales
funnel

19. Alignment pays dividends

20. Alignment pays dividends

21. Alignment pays dividends

22. Justify spend
• Combine marketing & sales data
• Focus on revenue centric outcomes,
not campaign-level metrics
• Ensure data presented is sales-
validated
• Match metrics with the defined sales
funnel

23. Financial Ramifications
• Combine marketing & sales data
• Focus on revenue centric outcomes,
not campaign-level metrics
• Ensure data presented is sales-
validated
• Match metrics with the defined sales
funnel

24. Conversion Tracking

25. Who is using MAP