Is marketing a revenue engine

Is Marketing Really a Revenue Engine?

Wednesday, December 81:45 -2:45 pm

Steve Woods: EloquaDaniel Greenberg: TrialPayMichael Williams: McAfeeDr. Christopher Boorman: Informatica

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Marketing is a Revenue Engine

Illustrate how marketing drives revenue in today’s top-

performing organizations

Has the measurement of marketing changed?

Deliver tactics to make your marketing deliver more

revenue

Walk away with actionable advice on driving revenue.

Steve Woods

Eloqua

All About Eloqua

Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow.

• Largest RPM provider with over 800 global customers and 60,000 users

• Integration with Salesforce.com, Jigsaw and Chatter• Native Force.com applications• Solutions scale for SMB to Enterprise• Headquartered in Vienna, VA with offices in Toronto,

London, Frankfurt, Singapore and throughout North America.

What’s the Growth Challenge?

6

Create & Manage Awareness

Automating Demand Generation

Managing Sales and Customer Processes

One View of

the Truth

All About Informatica

Informatica Corporation (NASDAQ: INFA) is the world’s number one independent leader in data integration software. Informatica provides enterprises with a comprehensive, unified & open platform to lowering IT costs and gaining competitive advantage from their information assets – whether on-premise or in the internet cloud.• More than 4,200 companies use Informatica• More than 1,000 companies use the Informatica cloud

integration service• Voted NUMBER ONE data integration service on

AppExchange for last TWO years• Positioned as a Leader in the Gartner Magic Quadrants for

Data Integration, Data Quality & MDM of Customer Data.

Marketing Goals

1. Partner with Sales to exceed revenue targets

2. Raise the brand of Informatica within

its target market

3. Deliver a marketing infrastructure to support

all elements of the Informatica business

4. Lead a world-class Marketing team

Lead Nurturing & scoring

Visibility; Opportunities; Pipeline

• EN; DE; FR; JP; CH; KR; SP

• Demo’s, white papers, microsites

• Advertising on external web sites

• Leads, leads, leads

Marketing infrastructure

Driving SEO through Social Media

Budgeting

Regional rollup, cost per lead by marketing type, etc

Leading Indicators

InquiriesLeads

Opportunitiesby region, by product area etc

Trailing indicators

PipelineMost-likely

Billingsby region, by product area etc

Eloqua

Flow analysisEvent registrationInteraction stats

By opportunity, company, contact, lead

PR / AR

Database

WEB

SEO ,Blogs, SocialVisitors, DownloadsLeads, Opportunities

Balanced Scorecard

CustomerAdvocacy

Accounts

Contact Visibility

Communication Strategy

CxOVP

ManagementDeveloper

Campaign

Demand Generation Objectives

2010 License

bookings Targets

Marketing Sourced Target

Marketing Influence

Target

On-premise Data Integration $XXXMM 20% 80%

Cloud Data Integration $XXXMM 50% 80%

Data Quality $XXXMM 20% 80%

Single View of Customer $XXXMM 30% 80%

Etc. $XXXMM 30% 80%

Measurement within SFDCFABRICATED DATA

FABRICATED DATA

Campaign Scorecard

Area DI DQ MDM DQ B2B Cloud M&A GRC Etc.

Messaging

Web Demo

Web Completeness

Campaign Deliverables

PR Outreach

Social Execution

AR Influence

Customer References

Enablement

Executing globally?

FABRICATED DATA

FABRICATED DATA

Sales Visibility

WEB pages visited

Downloads

EmailsContacts Company X

All about TrialPay

We help online companies sell more

by presenting promotions around their transactions

Used by•70 million consumers •10,000 companies …including Facebook, Gap, Skype, Fandango, AVG

Role of the CMO

Generate Demand

Define & Position “Must Have” Products

Chart a Strategy for Revenue Growth

SALES

MARKETING

Demand Generation: The Role of Marketing

Moving from Art to Science

Two Trends in Demand Generation

1

2 Emergence of Revenue Performance Management

The Funnel is the Blueprint for Demand Generation

VisitWebsite Register Generating

Revenue

Awareof TP SatisfiedDeployed

LARGE ACCOUNTS

SMALL & MEDIUM ACCOUNTS

Set-up SubmitProduct

ApprovedLogin

MQL SAL SQL Opportunity Won

NotQualified

NotAccepted LostDisqualified

OpportunityNotQualified

Did Not Submit Product

Not Approved

Not Deployed

Not GeneratingRevenue

Did Not Set-up

Did Not Register

Did Not Visit

Not awareof TP

Not SatisfiedDid Not

Login

The Marketing Dashboard Measures ProgressFABRICATED DATA

FABRICATED DATA

Dashboard: Measuring Channel EffectivenessFABRICATED DATA

FABRICATED DATA

1) How are we doing?– Marketing Influenced Sales over time

– Marketing Influenced Pipeline over time

– MQL’s over time

Popular Key Performance Indicators

2) Where to Invest Budget?– Which Programs?– Which Channels?– Which Sources?

3) Where to Invest Time?– Which points in the funnel are losing the

highest percentage of prospects?

All About McAfee

McAfee delivers proactive and proven solutions and services that help secure systems, networks, and mobile devices around the world, allowing users to safely connect to the Internet, browse and shop the Web more securely.

• 125 million McAfee users• 94% Fortune 100 companies using McAfee• 180+ million mobile devices shipped with McAfee• 7 Gartner Magic Quadrants that feature McAfee• 100+ McAfee Security Innovation Alliance partners• 6088 McAfee employees globally

Traditional (Reactive) Pipeline

ReactiveReactive$300M

Revenue

Current Quarter 60 DaysQuarter -1

• Simple Pipeline Reporting (not a forecast)

• No Adjustments Possible

• Driving in the rear view mirror…

$ales Forecast$ales ForecastSales OpportunitiesSales OpportunitiesSales Accepted

Leads(SAL)

Sales Accepted Leads(SAL)

REACTIVE STATE

REACTIVE STATE

Proactive State

ProactiveProactive$300M

Revenue

Quarter -2 Quarter -1Quarter -3

PROACTIVE STATE

PROACTIVE STATE

MarketingQualified Leads

(MQL)

MarketingQualified Leads

(MQL)

ResponsesResponses

• Basic “Forecast”

• Very little adjustability

• Sufficient for simple product lines & segmentation

Strategic

$300M Revenue

Quarter -2 Quarter -2Quarter -6

StrategicStrategic• 4-6 Quarter View

• A Truly Predictable Forecast

• Highly Adjustable

• Driving with GPS….STRATEGIC STATE

STRATEGIC STATE

BehaviorBehavior

The Revenue Engine

STRATEGIC STATE

STRATEGIC STATE

$

• 6 Quarter view by• Product Mix • Segment• GEO

• Board Level Projections • Revenue/Bookings• Profitability• MFG Plan

• Time to adjust programs to meet strategic objectives (Top/Bottom Line Growth)

• Deploy technical, sales & services resources as needed

Marketing & Sales truly become ONE at the Board level

Is Marketing Really a Revenue Engine?

Daniel GreenbergChief Marketing Officer

Michael WilliamsVice President, Field Marketing

Dr. Christopher Boorman

Chief Technology Officer

Question & Answer

Steve Woods

Chief Marketing Officer