What is a Lead? by Marketo

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									     What is a Lead?



© 2010 Marketo, Inc.
                                Our Speakers


   Jill Konrath                               Craig Rosenberg                       Sandy Carter
CEO & Chief Sales Officer                     VP Products and Services       VP Business Partners and Midmarket
Selling to Big Companies                            Focus.com                                IBM
       @jillkonrath                                @funnelholic                        @sandy_carter




                            Moderated by
                            Jon Miller
                            VP Marketing and Co-Founder
                            Marketo
                            @jonmiller2
                                                                         #RevenueMasters
          Book Prize




Moderated by
Jon Miller
VP Marketing and Co-Founder
Marketo

                              #RevenueMasters
 2009
 was the
 biggest
 single year
 drop
 in revenue.
Source: CSO Insights 2010 Study comparing the last 16 years.




                         #RevenueMasters
52
of sales reps
                           %

DID NOT
ACHIEVE
their sales goal.
Source: CSO Insights 2010 Study


                  #RevenueMasters
                                   84%
Quotas
Continue to
Rise!
                                   of Quotas Higher
                                   Year over Year
 Source: CSO Insights 2010 Study

                                            #RevenueMasters
                                                    6 out of 10
                                                    Companies
                                                    Rate Their
                                                    LEAD
                                                    GENERATION
                                                    as Sub Par
Source: CSO Insights 2010 SPO Sales Strategy Analysis


                                                             #RevenueMasters
Marketing
can step
   up

    #RevenueMasters
The Way
Your Buyers
Buy Has
Changed
Forever
       #RevenueMasters
Buyers
overloaded
with
information


    #RevenueMasters
More Than




Messages Per Day
            #RevenueMasters
Average
Attention
Span
9 seconds
     #RevenueMasters
 It’s Time for

The New
Revenue
 Engine

         #RevenueMasters
It All Starts with a




      Lead
                 #RevenueMasters
     So…
What is a Lead?


            #RevenueMasters
     Poll Question: What is a Lead?
•   A Website Visitor
•   A Name in Your Database
•   Someone Marketing Passes to Sales
•   Someone Sales Calls
•   All of the Above?
Funnel Models




      Barbra Gago, Social Media Manager of Cloud9 Analytics



                                     #RevenueMasters
Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions



                                                 #RevenueMasters
Carlos Hidalgo, President of The Annuitas Group,



                         #RevenueMasters
Marketo’s Revenue Cycle

                                                      MQL
AWARENESS




                                  Prospect &
                                                                  SQL
            All Names




                                   Recycled
                        Engaged




                                                                                SAL




                                                                 Sales
                                                       Lead



                                                                 Lead
                                                                           Opportunity       Customer




                                               Nurturing
                                               Database


                                               From: Marketo’s Secret Sauce to Demand Generation

                                                                                   #RevenueMasters
        Q1. What is a Lead?



   Jill Konrath             Craig Rosenberg                       Sandy Carter
CEO & Chief Sales Officer   VP Products and Services       VP Business Partners and Midmarket
Selling to Big Companies          Focus.com                                IBM
       @jillkonrath              @funnelholic                        @sandy_carter




                                                       #RevenueMasters
     Q2. What is the value
          of a lead?


   Jill Konrath             Craig Rosenberg                       Sandy Carter
CEO & Chief Sales Officer   VP Products and Services       VP Business Partners and Midmarket
Selling to Big Companies          Focus.com                                IBM
       @jillkonrath              @funnelholic                        @sandy_carter



                                                       #RevenueMasters
Marketo: Measuring the Value of a Lead
                               New Customers
Lead Type Variants                ($5,800)
• Source                      34.5%
• Channel                                                8.4% of leads /
                               Opportunities
• Division                        ($2,000)             1.4 leads per opty
• Size                                                 = 6% lead to opty
                                                          46% of prospects
                                       Leads         eventually become a lead
                                       ($120)
                                                   3.0% / month     75%

                             28%
  Names                                         Active Prospect
  Paid $33
 Unpaid $0             Prospects                   Database
                      2/3 paid ($83)                                 Inactive
             40%     1/3 unpaid ($0)                                  (Last 6
                     ($55 average)
                                          72%                        Months)
                                                              15%

                                                          #RevenueMasters
Q3. How can you move
    leads forward?


   Jill Konrath             Craig Rosenberg                       Sandy Carter
CEO & Chief Sales Officer   VP Products and Services       VP Business Partners and Midmarket
Selling to Big Companies          Focus.com                                IBM
       @jillkonrath              @funnelholic                        @sandy_carter



                                                       #RevenueMasters
Q4. How can we measure
 our lead management?


    Jill Konrath             Craig Rosenberg                   Sandy Carter
 CEO & Chief Sales Officer   VP Products and Services   VP Business Partners and Midmarket
 Selling to Big Companies          Focus.com                            IBM
        @jillkonrath              @funnelholic                    @sandy_carter




                                                                 #RevenueMasters
Measuring Results: Metrics that Matter




                            #RevenueMasters
Measuring Results: Metrics that Matter



                                      Trends over time
               Metrics that matter:
               • Balance
               • Flow
               • Conversion
               • Velocity




                                         #RevenueMasters
             Q5. Where do you
                  start?


   Jill Konrath             Craig Rosenberg                       Sandy Carter
CEO & Chief Sales Officer   VP Products and Services       VP Business Partners and Midmarket
Selling to Big Companies          Focus.com                                IBM
       @jillkonrath              @funnelholic                        @sandy_carter



                                                       #RevenueMasters
   Jill Konrath                               Craig Rosenberg                       Sandy Carter
CEO & Chief Sales Officer                     VP Products and Services       VP Business Partners and Midmarket
Selling to Big Companies                            Focus.com                                IBM
       @jillkonrath                                @funnelholic                        @sandy_carter




                                                                    Q&A
                            Moderated by
                            Jon Miller
                            VP Marketing and Co-Founder
                            Marketo
                            @jonmiller2                                  #RevenueMasters
   Jill Konrath                               Craig Rosenberg                   Sandy Carter
CEO & Chief Sales Officer                     VP Products and Services   VP Business Partners and Midmarket
Selling to Big Companies                            Focus.com                            IBM
       @jillkonrath                                @funnelholic                    @sandy_carter




                            Moderated by
                            Jon Miller
                            VP Marketing and Co-Founder
                            Marketo
                            @jonmiller2
     Thank You
     Contact Us
     +1.877.260.6586
     www.marketo.com




© 2010 Marketo, Inc.
© 2010 Marketo, Inc.   Marketo Proprietary and Confidential

								
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