The Revenue Engine
A Pathway for Technology Firms

Your
presenter
Abhi Banerjee
SVPDigitalMarketing
Solutions
• Passionate marketing tech and
big data native – strategist and
orchestrator
• 19 years of global marketing and
biz dev experience
• Helmed digital strategy projects
for brands like 3M, XL Catlin, RR
Donnelley, Aviva
• Power user of martech platforms
including Sitecore, Oracle
Marketing Cloud, Salesforce
Marketing Cloud, Watson
Campaign Automation
• Core marketer in growth of Zycus
from a startup to a $200+ M, #2
eSourcing software company in
the world
• Currently authoring ‘the science
in the art’ on data driven
marketing

IN TODAY’S SESSION…
It’s all about revenue
Getting started – baby steps & a
roadmap for Tech Firms
The Revenue Engine
Revenue and demand gen – not
a golden handshake

Revenue – Most Important Metric

Revenue – Most Important Metric

Demand Gen must
drive Revenue.
74% of companies that weren't exceeding
revenue goals did not know their visitor, lead,
MQL, or sales opportunities. Hubspot
80% of marketers report their lead generation
efforts are only slightly or somewhat effective.
BrightTalk
80%
92% marketers list qualified leads as their top
goal. But only 15% of organizations are
measuring against this goal. TrueInfluence
B2B Demand Gen Trends Survey 2017
6

Be Relevant or Lose Customers
There is no middle ground.
70% of business buyers says it’s absolutely critical for companies
to provide a personalized experience.
74% of business buyers conduct more than half of their
research online before making an offline purchase.
75% of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.

The Reasons CX and thus Demand
Gen Fail
No Executive Buy In
Customers expect to be engaged in real time, and on a personal level. This is now the baseline.
No Cross Channel Strategy
Lack of a demand generation strategy across the customer journey.
No Personalization
B2B buyers, after experiencing efficient digital purchasing with popular retailers, expect the same
experience at work. B2B is not immune from CX.

CX Fail Outcomes
The Big Three.

CX + Demand Gen don’t
equate to Revenue
Reality. No golden handshakes.

What ails Demand
Gen
and...Revenue
Isolated systems.
Lack of Single View of the Customer
.
Missing cross channel demand gen and
CX strategy.
11
No personalization….no relevance.
Limited Executive buy-in.

Your data lives in siloes
You can’t measure. You can’t report.
No Single View of the Customer

Customer
Journey Emails driving traffic
to Specific landing
pages
Promotional emails/offers/ invite for
webcasts based on website visit
Send relevant alerts and thought
leadership material on different
channels
Engaged with
sales team
Unknown
visitor
Clicks
and
reads
content
SignupforWebcast
Nurture with
relevant
information
Top Funnel lead
generation
Profile of Visitor
based on digital
foot print on
the website
Utilize context to target 1:1
Known Visitor
MQL
Lead
score>threshold,
lead is
transitioned
from marketing
to sales team)
Search,
Social,
Marketing
automation
(Survey),
content
marketing
Email
and
webcast
invite Data to
CRM
Arrives
on
website
Retargeting
Single actionable profile is
created for the lead. lead
score is updated)
Profile created
(lead score is
assigned)
Single actionable profile
updated (lead score
reaches threshold
Single actionable
profile updated
(lead score
updated)
Lead score 30,
Data updated in
CRM
Lead score 50,
data updated in
CRM
Lead score 70,
Data updated
in CRM
Lead score 100,
Data updated in
CRM
Known
visitor
Data to
CRM

Poor quality sales leads
Poor customer insight. Poor CX. Poor revenue outcomes.

BROKENRECORDS (ChiefMarketerSurvey,B2B)
15

Source: Harvard Business Review
The better you understand your customer and
prospect base, the more you build experiences
and services they crave, the lower your Customer
Acquisition Cost and Customer Service Cost should
be.

Source: Scott Brinker – ChiefMartech.com
One of the single most important imperatives
for every marketing operations team is to fight
against data fragmentation and find ways to
unite the whole marketing stack at the data
layer.

Some get it.
1.9 Billion added to pipeline.
In cost savings.1.3M
Marketing operationalized
internationally.
18

Some don’t.
Global killer brand.
Years in business.128
Owned the digital
photography patent.
19

Big data means you can’t see
the wood, for the trees

THEREVENUEENGINE
21
A maturity model
An integrated CX platform
First steps to Single View of the Customer
Customer insights
Cross channel demand gen orchestration
CMS
Inbound Website
Optimization for
Increased Leads.
Improved conversion
from personalization.
Marketing
Automation
Nurture for Higher
Quality Leads.
Personalized flows
based on web
conversions.
CRM
Deliver Real MQLs to
Sales.
Centralization of
Customer Insight.
Success Metrics.

#SitecoreSYM
Flying Blind Quick Business Wins 1:1 Marketing
Revenue Engine
Maturity Model
Engagement Analytics
Easy Personalization
Real Time Profiling
AB Testing
CMS Updates
Traffic Analytics
Spray and Pray
using MAP
Ad Hoc Social
Landing Pages
CRM
MAP
CMS
Core Contact DataCustomer
Engagement/Behavior
Funnel Stage and Lead Score

23
MAP is your pitcher. CMS catches and converts. CRM keeps score.

COLD LEAD
WARM LEAD
HOT LEAD
Read Testimonial
Download Whitepaper
Access Gated Content
Subscribe
Newsletter
Quote
Calculator
Top of Funnel Nurture
Middle of Funnel
Bottom of Funnel
Watching Brief
Influence
MQL
MAP CMS CRM
Contact Sales
DRIVE LEADS CONVERT LEADS MANAGE LEADS
Connector Connector

Objectives Source new, unknown prospects &
convert to known leads that can be
nurtured.
Qualify Leads to MQL & accelerate
purchase decisions with relevant
engagement.
Sales Lead Qualification and Deal
Closing, Followed by Customer
Onboarding
Strategy and Tactics AdWords/Banner advertising
Personalized website journeys
Gated content and web forms
Social media marketing
Blogging
Outbound channel marketing
Lead Scoring
Triggered Outbound Campaigns
Event management (webinars,
tradeshows, etc.)
Generate SAL & sales insight
Campaign conversion
Single view of customer
Upsell and Cross Sell campaigns
NPS and CSAT surveys
Advocacy, Loyalty and Retention
Data Anonymous clickstream
Sitecore profiling
First and third party cookies
CMS personalization
Known profile & digital footprint
Lead score & Qualified Response
Campaign insights
Account level data
Purchase History
Loyalty Profile
Customer Satisfaction Survey data
Technology CMS CMS & MAP CMS, MAP & CRM
Middle of Funnel
Warm Lead
Top of Funnel
Cold Lead
Bottom of Funnel
Hot Lead
CMS
CRM
MAP

Your most important
channels – working
in symphony.

Top of Funnel
Awareness
Search Ad Comparison Site
Social Campaign Microsite
Home Page
Top of Funnel
Interest
Product Pages
Blogs YouTube
Middle of Funnel
Decision
Gated Content Testimonials
Quote Tool CRM Known Contact
Bottom of Funnel
Decision
Bottom of Funnel
Loyalty
Web Offer Sales Call
Email Offer Bundle Offer
Print Welcome Pack Mobile App
Monthly Email Cross Sell
Purchase Team
Digital Channels
Low Engagement
Unknown
Captured IP Address
Company ID
Lead Score/AMB
Low Engagement
Profiling
Personalization
Known Contact
Lead Score/AMB
Medium Engagement
Marketing Automation
Cross Channel
Customer
Cross Sell
High Engagement
Marketing Automation
Personalization
Customer
Cross Sell
High Engagement
Marketing Automation
Personalization
COLD LEAD WARM LEAD HOT LEAD

Getting started…

WHERE AND HOW – a step at a time
29
• The Revenue Audit
• The Revenue Workshop
• Establishing marketing-sales alignment
• Defining quick outcomes/wins
• Move up the maturity model based on a roadmap

MQL
SAL
SQL
Win/Loss/
ND
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
LEAD
A//unknown
prospect
Raw
Lead
Source: SiriusDecisions
Parameter Check
Website visit +1
Website download +1
Email open +1
Email click through +1
Twitter follower +1
LinkedIn Shared group
member
+1
Company revenue, location +2

32

Questions?