Los Angeles Salesforce User Group March 20 th 2013
Jan 23, 2015
Los Angeles Salesforce User
Group March 20th 2013
Top 5 Pitfalls of Tech
Resumes
My Brother is a Salesforce Architect
Tech Runs in the Family
He’s only 25!
My Husband is a Web Developer
Tech Runs in the Family
About Me
• Grew up in Cupertino (Silicon Valley)
• Former Deloitte IT Consultant
• Tech Recruiter at Crescent Solutions
#5: Hard to Read
Top 5 Pitfalls of Tech Resumes
Objective: I am an Information Technology wizard looking to use my unique skills and experience to meet the IT challenges that confront business today. The integration of information technology is an ongoing endeavor that requires someone like me whose knowledge
base of technology encompasses multiple avenues .. The intersction of technology and magic are my passions and I want to pursue it in a large org.Education:I received my certification in Wonder and Illusions from the Magic Castle in 2011 and became a certified Magician through the Alliance of Magicians. I also received my Bachelor of Arts in Sociology from University of California; Los Angeles. I am a certified Salesforce.com Administrator and Developer.Experience:Freelance Magician and Salesforce Consultant, Los Angeles, CA; 2012 to PresentMy last position was a contract job implementing Salesforce for a large company in the entertainment industry.. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the implementation was to serve as a Salesforce Administrator and facilitate any enhancements needed for the modules.
George Oscar Bluth Jr.
123 Cherry Tree LanePleasantville, CA 90000
ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meet the IT challenges that confront business today. The integration of information technology is an ongoing endeavor that requires someone like me whose knowledge base of technology encompasses multiple avenues. The intersection of technology and magic are my passions and I want to pursue it in a large organization.
EducationMagic Castle – Certification in Wonder and Illusions Alliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
#4: Lacks a Summary or Technical Skills
ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meet the IT challenges that confront business today. The integration of information technology is an ongoing endeavor that requires someone like me whose knowledge base of technology encompasses multiple avenues. The intersection of technology and magic are my passions and I want to pursue it in a large organization.
EducationMagic Castle – Certification in Wonder and Illusions Alliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meet the IT challenges that confront business today. The integration of information technology is an ongoing endeavor that requires someone like me whose knowledge base of technology encompasses multiple avenues. The intersection of technology and magic are my passions and I want to pursue it in a large organization.
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationMagic Castle – Certification in Wonder and Illusions Alliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, Visio
ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. While performing my primary duty as a business analyst to gather user
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
#3: Includes Irrelevant
Information
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationMagic Castle – Certification in Wonder and Illusions Alliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, Visio
ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a small company in the entertainment industry. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
EducationMagic Castle – Certification in Wonder and Illusions Alliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, Visio
ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint, Project Visio
ExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. I acted as a business analyst to gather user requirements and communicate with the sales department. My main task after the
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
#2: Doesn’t Have Enough Detail or
Specifics
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint, Project Visio
ExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the My main task after the implementation was to serve as a Salesforce Administrator and facilitate
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint, Project Visio
ExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in the entertainment industry. While performing my primary duty as a business analyst to gather user requirements and communicate with the sales department, I also provided on-site magic illusions and amusements during office celebrations and parties. My main task after the My main task after the implementation was to serve as a Salesforce Administrator and facilitate
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
• Primary Salesforce Administrator and Developer for 400 users at a large entertainment company.
• Led the 3-month Salesforce implementation project.• Worked closely with the business and IT teams to define and document business
requirements.• Created and managed all custom fields, validations, workflows, triggers, objects and
relationship
#1: Missing ROI Statements
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint, Project Visio
ExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• Primary Salesforce Administrator and Developer for 400 users at a large entertainment
company. • Led the 3-month Salesforce implementation project.• Worked closely with the business and IT teams to define and document business
requirements.• Created and managed all custom fields, validations, workflows, triggers, objects and
relationship
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experience implementing and configuring the Salesforce CRM platform in enterprise environments.
EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)
Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint, Project Visio
ExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• Primary Salesforce Administrator and Developer for 400 users at a large entertainment
company. • Completed and led the 3-month Salesforce implementation project $30K under budget and
1 month ahead of schedule.• Worked closely with the business and IT teams to define and document business
requirements.• Created and managed all custom fields, validations, workflows, triggers, objects and
relationship
George Oscar Bluth Jr.123 Cherry Tree Lane
Pleasantville, CA [email protected]
555-555-5555
• Streamlined business processes by creating a custom Salesforce help desk system for all departments.
How to Be a (Sales)force to Be
Reckoned With
• Salesforce.com certifications• User groups• Blog• Awards and recognition:
• Participating in Dreamforce, hackathons• Being in the Force.com e-mail newsletter• Getting your work published• Winning industry awards
• LinkedIn profile
Resume Boosters
Legendary Cover Letters• Write short paragraphs (3-4 sentences)• Stay under 1 page• Feature your proudest accomplishments• Highlight your soft skills through work
examples• Tailor it to the specific job• Keep it focused
E-mail Excellence• Keep e-mail responses concise• Respond no later than 48 hours after contact• Maintain a professional tone• Refrain from using slang and emoticons • Pay extra attention to spelling and grammar
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo on Marketing
Jon Miller, VP Marketing and Co-FounderExecutive Editor of Modern B2B Marketing blog@jonmiller
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCEINFORMATION
Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Research, funny videos, curated lists, infographics, thought leadership, definitive guides
Types of Content
NO
YES
MOSTLYNO
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Measuring Programs is Hard
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple people. Typical buying committee has 5-21 people
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, Jan 2013
Nurture Email - CTA
Nurture EmailPaid Online (PPC+Email)
Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Running Webinars
Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Targ
et
&
Recycle
d
En
gag
ed LeadNurturi
ng
Most New Targets Are Not Ready to Buy Building relationships with qualified prospects
regardless of their timing to buy, with the goal of earning their business when they are ready.
Con
-ta
cte
d OpportunityS
ale
sLead
MQLSAL
SQL
Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg.•% Slow Leads: 80%
Page 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing in a Word: Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early (4.1.1 cadence)• Mid and Late• Customer
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”http://bit.ly/DGtoLN
Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Lead Scoring
• Early stage content +3• Attend webinar: +5• Visit any webpage / blog : +1• Visit careers pages: -10
Interest
• Pricing pages: • +10 regular, +15 detailed
• Watch demos: • +5 overview, +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for “Marketo” +8
Buying Intent
@jonmiller
“Shared sales and marketing methodology
for ranking leads in order to determine their sales
readiness”
• Demographics (e.g. title)• Data append - firmographics• Data quality• Corporate email• Geo location
Fit
Page 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
1. The way buyers buy has changed forever – the way we market and sell must change as well
2. Publish / own content to help leads find you
3. Multi-touch attribution to measure program ROI
4. Most leads are not “sales ready” – nurture relationships over time
5. Use behavior and fit scoring to find the best sales leads
Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Marketo, Inc.901 Mariners IslandSuite 200San Mateo, CA 94404
Direct: +1.650.376-2310
blog.marketo.comwww.marketo.com
JON MILLERVP Marketing
[email protected]@jonmiller
Question and Answer
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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ReadyTalk for SalesforceAudio + Web Conferencing | Web Events + Professional Services | Recording + Syndication
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Who is ReadyTalk?
Founded in 2000, privately held Headquartered in Denver with 160 employees Audio & web conferencing + webinars
– 100s of millions of conferencing minutes per year– More than 10,000 conferences per month– Over 500 managed events per month
~8000 active direct customers in 2012 Ranked as one of Deloitte’s Fastest Growing Tech
Companies 5 years in a row
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ReadyTalk Strategic Partners
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What is ReadyTalk for Salesforce?
Interactivity Data
Registration Data
Attendance Data
Salesforce
ReadyTalk
Automation
Recording Data
A full-featured and reliable conferencing platform that integrates seamlessly with
Salesforce
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Key Uses Cases
Sales Demos & Meetings
Marketing Webinars
Online Training
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Customer Problem Solution
(Sales Use Case)
Lack of visibility into my prospect’s webinar activity
Creation of a nurtured sales lead by seeing real-time ReadyTalk Webinar Information
(Training Use Case)
Timely communication needed with past webinar participants with appropriate filters
Use a ReadyTalk for Salesforce report to apply filters and email their targeted customers
(Marketing Use Case)
Eliminate some of the time and spreadsheets it takes to compile large webinar results
Utilized ReadyTalk’s integration with Salesforce and Eloqua to automate manual processes from beginning to end
Customer Use Cases