Marketo Secret Sauce for Sales and Marketing Alignment © 2011 Marketo, Inc. Fergus Gloster Managing Director, Marketo EMEA @fgloster
Marketo Secret Sauce for Sales and
Marketing Alignment
© 2011 Marketo, Inc.
Fergus Gloster
Managing Director, Marketo EMEA
@fgloster
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Lead generation costs >$100B,
but 40-80% are never acted on
Source: Direct Marketing Association and Yankee Group: Optimizing Lead Management
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Changing Buyer
SALES REP SALES REP
INFO SCARCITY INFO ABUNDANCE
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Sales and Marketing Must Change
Sales reps DO NOT achieve their sales goals - CSO Insights 2010 SPO Sales Strategy Analysis
52% Marketing qualified leads will never close - Sirius Decisions 94% Companies rate their Lead Generation as subpar - CSO Insights 2010 SPO Sales Strategy Analysis
60%
Sales people who view their marketing as “sales savvy” - CMO Council
10%
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Delivers on THE Biggest Business Issues
Align Marketing and Sales to Adapt to New Buyer
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Impact Spans All Industries Manufacturing & Energy
Business Services Hi Tech Manufacturing
Financial Services Non-Profit & Education Healthcare & Life Sciences
Software & Cloud
Media & Communications
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
McKesson Boosts Revenue with Marketo
Increased Qualified Leads by 1,700%
“We chose Marketo because of
its ease of use, rapid
implementation, and its ability
to score leads based on
characteristics that we define
and weight”
Chris Borr, FACHE VP, Marketing
• 4 deployments, including McKesson Pharmaceutical
• Sales increased 300% faster than peers
• Qualified leads increased by 1700%
• Campaign Capacity grew by 422%
• Saved 75% in Labour Costs
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Highly Efficient Revenue Engine
80% of revenue directly
sourced by marketing
0.00
0.50
1.00
1.50
2.00
Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Q4-11
Productivity (1-year New Customer Bookings / $M+S )
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo’s Revenue Cycle
All
Nam
es
Pro
spe
ct
&
Re
cycl
ed
Lead
AW
AR
ENES
S
Enga
ged
Opportunity Customer
Sale
s Le
ad
MQL SAL
SQL
Nurturing Database
Marketing SDR Sales
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
(Days) Lead to
Oppty Index
3rd Party Email Blast 9,049 $36 20% 32 0.5
Trade Show 3,786 $36 22% 29 1.8
Trade Show – Virtual 3,125 $18 17% 48 1.0
Paid Webinar 1,971 $71 26% 33 0.7
PPC 1,494 $135 45% 15 1.8
AppExchange 1,128 $41 72% 3 2.4
Content Syndication 881 $69 18% 29 1.2
Social Media 588 $94 33% 16 0.2
Other Paid 1,645 $45 25% 32 0.9
Website/Inbound 5,133 58% 9 1.9
Referral / WOM 564 21% 32 1.4
Sales Prospecting 349 19% 71 3.9
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
All
Nam
es
Pro
spe
ct &
R
ecy
cle
d
Enga
ged
Lead Nurturing
Lead Nurturing Plugs the Leak
Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Value of Lead Nurturing
Fast Leads (MQL <1 mo)
Slow Leads (MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)
Without Nurturing 20% 6.67% 26.67% $206.00
With Nurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Marketo ROI Results
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
45% of Sales’ Time is Wasted
Trying to Figure Out Where to
Spend Their Time!
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Marketing-Sales Handoff (SDRs)
• Best place for dramatic improvements in business performance
• Benefits of a Sales Development function:
• Faster, more consistent, and better quality follow-up on leads
• Human touch enhances lead nurturing
• Better data and more metrics
• Talent development for sales
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Programs Analyzer
Screenshot: Marketo Revenue Cycle Analytics
First-touch allocation, multi-touch
allocation, investment, volume, etc.
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
• Grow revenue by making sales more productive, not just by hiring more reps
• Focus on entire revenue cycle, not just the top of the funnel
• No lead left behind service level agreements
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
We are the Fastest Growing SaaS Company
All revenue numbers normalized to Marketo Year 1
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Revenue Performance Management Leader
• Fast 40%+ improvement across sales & marketing
• >1500 customers; 140% YOY growth
• Outsized growth in Enterprise segment
• Rapid innovation with major new functionality every year
• Thought leadership helping to drive marketing transformation
• Most experienced global management team in category
Best Marketing Solution
Marketing Solution Winner
#1 Fastest Growing Private Silicon Valley Co.
#28 Most Promising Company in America
Salesforce - Best Marketing Automation
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© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Why Marketo
Increase Revenue Pipeline
Improve Lead Quality and Boost Conversion
Enable Marketing and Sales Collaboration
Gain Insight Across Unified Revenue Cycle