1.
CRM and MA: Understanding the
Relationship Continuum
Presenter or subtitle

2.
Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

3.
The Usual Conundrum
Sales wants all
“leads” fast Marketing hits the
“more” button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “leads”
are no good
Marketing:
Wasted effort, poor performance,
Reference: Sirius Decisions bitterness, despair
3

4.
What Typically Happens
Inquiry
Inquiry Inquiries
No nurture/ Inbound Outbound
qualification 80%
Marketing Qualification
Marketing and Tele Qualification Leads
Marketing Qualified
Automation Qualified Leads (AQLs)
Sales accepts
everything/nothing 100% Teleprospecting Accepted Leads (TALs)
Teleprospecting Qualified Teleprospecting
Sales AcceptanceLeads (TGLs)
Leads (TQLs) Generated
Inefficient use of
sales resources 3% - ?? Sales Qualification
Sales Generated Sales Accepted
Sales Qualified Leads
Sales Qualification
Leads (SGLs) Leads (SALs)
Poor pipeline Sales Qualified Leads (SQLs)
dynamics 10% - ?? Close
SQL Close inquiries to
417
close 1 deal
Won Business
Reference: Sirius Decisions
4

5.
Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

6.
Change the Process & the Results
or t
Marketing Responsibility t Ef f Sales Responsibility
Join
LEADS SQL &
CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
Campaigns, Content, Programs, SLAs,
Measurement & Results

7.
Acquisition Programs
• Build Database
– Permission-based list acquisition
– Data capture
• Attract Attention NAMES LEADS SQL & CUSTOMERS ENGAGED ADVOCATE
MQL OPPORTUNITIES & FAN
– Tell the story CUSTOMERS
– Links, videos, & images
• Content Strategies
– Blog, website, social media
– Right target receiving relevant and engaging content
Gather prospect information where ever possible

8.
Develop & Deploy Great Content
• Develop
– Partner & co-sponsor
with industry thought leaders
– Capture emergent trends/topics
– Repurpose content
• Deploy
– Promote in multiple channels
– Website, social media, email
– Insist on a call to action
Create a hub of compelling and contemporary
content – reuse as appropriate

9.
Nurture Before You Sell
• Coordinated Campaigns
– Editorial Calendar – compelling content and events
– Share your story – easy to embrace and understand
– Sales and Marketing – same coordinated story
• Scoring
– Segmentation and nurturing based on actions
– Who gets what based on what they have done
• Feedback
– “Know” how they are finding you
– Constant iteration to keep content fresh
– Take advantage of repurposing content
Organizations that nurture leads see lead generation
ROI of 138% versus 78% for those that don’t
Source: Marketing Sherpa

10.
Deliberate Approach to Scoring
EMAIL MARKETING WEB VISITS WEBINARS
• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees
• More points for specific messages • Which pages did they visit: • Who visited registration page but
• Do not assign score for: Contact Us and/or Pricing vs didn’t submit
• “Email sent” – no action taken Support?
on their part • How often do they visit the site?
• “Opens” • Where did they come from?
• Download whitepaper or other
media?
FORMS PAY-PER-CLICK PHYSICAL ACTIVITIES
• Submitted /viewed form • Which keywords perform the best? • Attended a trade show / physical
• How did they respond to the • What is my cost per click? event?
questions? • Where did they come from? • Which mailing lists performed the
• Is the data they provided valid? best?
• Do they fit your target audience? • Which print advertising generates
leads?
Act-On Customer Rapid Notify had 50% increase in opportunity
creation and 20% increase in close rate after implementing scoring

11.
Lead Scoring Example
Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.
Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System 3 Sales Engineer -4
Administrator
Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5

12.
Setting Up Scoring

13.
Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

14.
The Art of the Handoff
LEADS SQL &
CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
• Lead definitions (what is a lead?)
• Timeframe & responsibility
• Criteria for acceptance & rejection
• Routing of leads (who gets what?)
• Well defined service level agreements (SLAs)

15.
Using Scores to Prioritize Leads

16.
CRM Integration – Hot Leads to Sales

17.
Ensuring Success
• Focus
– Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve
– Adjust based on performance metrics, data and feedback
• Enforce
– Those bound by SLAs must be held responsible
– Visibility into key performance metrics for each function
– Agreement between leaders on how to manage
• Own
– Marketing and sales operations usually own maintenance
– Marketing and sales leaders sign and communicate contents
Automation helps track & measure performance
17

18.
Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

19.
Start by Keeping it Simple…
Function Key Metrics
All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
• Accept/reject/disqualify/promote timeframes
Telesales
• Disqualify reasons (adherence and lead quality)
• Accept/reject/disqualify/promote timeframes
Sales
• Disqualify reasons (adherence)
Truly successful decision making relies on a
balance between deliberate and instinctive
thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
19

20.
From Leads to Revenue… Close the Loop
New Leads
• Complete campaign
reports to measure leads
& opportunities
Leads Converted • Detailed reports groups
To Opportunities campaign by campaign
type
• Integrate Opportunity and
Closed data from SFA
Opportunities
To Revenue
Campaign
Performance by
Campaign Type

21.
Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up and Questions

22.
Marketing Automation for the Customer Lifecycle
STAGES
LEADS SQL &
CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
ACTIVITIES
ACQUISITION NURTURING MARKETING TO CUSTOMER
PROGRAMS PROGRAMS SALES HANDOFF SUCCESS EXPANSION
PROGRAMS
Social Implementation Advocacy
Webinars Training Referrals
Whitepapers Usage Increased Purchases
SYSTEMS

23.
About Act-On
• Our Company
– Founded in 2008 by founders of Responsys and Webex
– 140+ employees today in Oregon & California
• Our Technology
– Designed from the ground up for small marketing teams
– Simple, powerful and easy to integrate
– 3rd generation SaaS platform built to scale
• Our Customers
– 1,400+ and growing across all major vertical industries
– From Progressive Insurance and Cisco to many companies
you probably don’t recognize

24.
Questions…
Phone: (877) 530-1555 Email: info@act-on.com
@ActOnSoftware | #ActOnSW

25.
Thank You
Subtitle