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Funnel Stage Development

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22 diapositives · 513 Views · Jul 12, 2014

Funnel Stage Development. An Oracle | Eloqua Power Hour. Powered by. Hosts. Melissa McConnell – Oracle , Marketing Advisor. Bobette Turco – Oracle , Marketing Advisor. Presenters. Jenna Lynch. Senior Program Developer, Sales Enablement Automatic Data Processing, Inc (ADP)

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Funnel Stage Development
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  1. Funnel Stage Development An Oracle | Eloqua Power Hour Powered by

  2. Hosts Melissa McConnell – Oracle, Marketing Advisor Bobette Turco – Oracle, Marketing Advisor

  3. Presenters • Jenna Lynch • Senior Program Developer, Sales Enablement • Automatic Data Processing, Inc (ADP) • Lead Strategy Development and Execution • jenna.lynch@adp.com

  4. Presenters • Stephen Macatuno • Director, Marketing Operations at Cvent • One of Cvents first marketing employees • Focus on lead generation and management across 9 divisions • stephen@cvent.com

  5. Roundtable Format • It’s a Conversation! • NOT a straight presentation. The goal is to have an engaging conversation. • Learn from each other about defining Funnel Stages • Please Participate! • We want to know your questions and learn from you! Please chat us your questions and comments at any time.

  6. The Integrated Sales & Marketing Funnel

  7. Why Funnel Stages? “The measurement of demand creation and the sales pipeline begins the process of co-ownership of the funnel by both marketing and sales; clearly identifies the role that both play in the health of an organization’s new business pursuits; and systematizes the fact that quality activity at the funnel top will results in a healthier funnel bottom.” - SiriusDecisions

  8. Effectively Tracking Lead Stages

  9. Panelists Stephen Macatuno Director, Marketing Operations Cvent, Inc.  Jenna Lynch Senior Program Developer, Sales Enablement ADP, Inc.

  10. SiriusDecisions Demand Waterfall

  11. Map Buying Process to Sales Process Customer Buying Process Interest Learn Evaluate Justify Purchase Sales Qualified Opportunity (SQO) Sales closes revenue opportunity Sales validates BANT criteria Sales Accepted Lead (SAL) Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Qualified Lead Sales & Marketing Process Suspect Inquiry Closed Won Oppstalls: Sales sends to nurture Opplost: Sales sends to nurture Sales rejects lead: Sends to nurture

  12. Panelists Stephen Macatuno Director, Marketing Operations Cvent, Inc.  Jenna Lynch Senior Program Developer, Sales Enablement ADP, Inc.

  13. ADP’s Lead Process Lead Platform Qualifier Quota Carrier Opportunity Closed Won / Lost Sales Accepted Sales Review Lead Raw Lead Pre-Sales Review Lead needs tele-qualification to determine if ready for sales attention Lead ready for sales attention, as defined in common sales/ Lead Center SLA Quota Carrier agrees that lead meets acceptance criteria as defined in common sales/marketing SLA Committed contribution has been made to the sales pipeline, and close can be forecast Contact has interest, e.g. ‘Hand raiser’ who has interacted with adp.com StageDefinition Nurturing Opportunity Recycled Reconstituted Pre-MQL / “Not Sales Ready”

  14. Map Buying Process to Sales Process Customer Buying Process Interest Learn Evaluate Justify Purchase Sales Qualified Opportunity (SQO) Sales closes revenue opportunity Sales validates BANT criteria Sales Accepted Lead (SAL) Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Qualified Lead Sales & Marketing Process Suspect Inquiry Closed Won Oppstalls: Sales sends to nurture Opplost: Sales sends to nurture Sales rejects lead: Sends to nurture

  15. Panelists Stephen Macatuno Director, Marketing Operations Cvent, Inc.  Jenna Lynch Senior Program Developer, Sales Enablement ADP, Inc.

  16. Panelists Stephen Macatuno Director, Marketing Operations Cvent, Inc.  Jenna Lynch Senior Program Developer, Sales Enablement ADP, Inc.

  17. Conversion Rates Through the Funnel

  18. Resources Continue Your Journey • Schedule a Facilitated Discussion with a Marketing Advisor on Funnel Stage Definition • Eloqua University Course: RPM: Lead Quality • Topliners Post: Be a (Sales) Hero | Define Funnel Stages • Customer Presentation: EEE13 - Imagine It: Plugging (Holes In) A Leaky Funnel

  19. Thank You • Hosts • Bobette Turco, Marketing Advisor, Oracle Marketing CloudBobette.turco@oracle.com • Melissa McConnell, Marketing Advisor, Oracle Marketing CloudMelissa.mcconnell@oracle.com