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Demand  Gen  Report:  @DG_Report  Carol  Krol:  @carolkrol    

Full  Circle  Insights:  @fc_insights  Bonnie  Crater:  @BonnieCrater  

Jobvite:  @Jobvite  Ma5  Singer:  @MaLhewDSinger  

 

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Ma5  Singer  VP,  MarkeIng  Jobvite      @MaLhewDSinger  

Bonnie  Crater  President  &  CEO  Full  Circle  Insights      @BonnieCrater  

Panelists  MODERATOR:  Carol  Krol  Editor-­‐In-­‐Chief,  Demand  Gen  Report  

Agenda

•  Introduction

•  About Full Circle Insights

•  Our 5 Step Approach

•  Jobvite’s Approach

•  Questions

7

The problem we solve

8

Salesforce Marketing Automation

The problem we solve

9

Salesforce Marketing Automation

Native marketing analytics within Salesforce

10

Campaigns / Leads / Contacts / Accounts / Opportunities

companies that Full Circle 11

Our Approach

Acknowledge you have a marketing data problem 1

2

3

4

5

Set goals, definitions, and aspirations

Align teams and execs

Measure progress

Reassess results to drive further success

12

AUTOMATES THE RECRUITING FUNNEL

JOBVITE

•  Drive employee referrals •  Leverage social networks •  Hire better candidates

JOBVITE REFER

•  Powerful web search •  Powerful database search •  Web page campaigns •  Social media campaigns •  Email campaigns •  Candidate relationship management

JOBVITE ENGAGE

•  World-class applicant tracking JOBVITE HIRE

•  Real-time data to support decision-making

JOBVITE REPORTING & ANALYTICS

RECRUITEDEmployee

Hire

Candidate Stages

Candidate Engagement

Prospect Nurture

Talent Pool

Inquiry/Prospect

Jobvite Customer Reach Retail &

Consumer Energy &

Transportation Financial,

Media & Services Internet Technology Healthcare & Education

Agenda

Problem We were asked to demonstrate our ability to "scale the marketing engine in 2014 Challenges No single source of data Lack of alignment with Sales and Marketing Solutions & Results

I. Problem

Problem: Scale the funnel to assess fundraising goal

Jobvite’s CEO: “We are going to raise more money! How much money do we need to generate X million in revenue?” Matt: “How can we slice and dice the funnel to get the answers?”

II. Challenges

Challenges

•  No single source of data •  Data mistrust •  Lack of executive buy-in •  Lack of alignment between different departments

Bookings (SQL Won)

Pipeline (SQLs)

MQL/TQL/SAL

Inquiries / Net new Leads

•  Clear goals from the CEO and the board.

•  Cost per Inquiry? •  Cost per Lead? •  Campaign Influence? •  Campaign ROI?

•  Where is the data? •  No Alignment! •  No Collaboration! •  No definitions! •  No SLAs!

III. Solutions & Results

Solution: Creation of Operations “A-Team”

Merging of Sales & Marketing Operations into 1 team!

Results: A-Team 1.  Centralization of knowledge 2.  Exec buy-in 3.  Liaison & alignment 4.  Realistic timelines 5.  Shared goals In reality: •  Is it scalable? •  It’s not easy to find experts in both Marketing & Sales ops? •  How do you justify budget?

Solution: Single source of truth Full Circle Implementation in Salesforce

Results: Single source of truth 1.  Credibility 2.  Transparency 3.  Increase efficiency 4.  Agreed upon definitions In reality: 1.  It takes time! 2.  Need buy-in!

Solution: The 1:1 Funnel

MarkeIng  Funnel  

Sales  Funnel  

Slice and dice the funnel by Source

Sales  &  MarkeIng  Funnel  

Results: Single source of truth 1.  Credibility 2.  Transparency 3.  Increase efficiency 4.  Agreed upon definitions In reality: 1.  It takes time! 2.  Need buy-in!

Results: SLAs & Funnel Definitions •  20+% improvement in SLAs (90%+ of Leads "

are being processed within few hours) •  10% increase in Sales Accepted Leads •  Fewer pushed deals •  Fewer bogus Opportunities

Solution: The Funnel

The  SMB  Funnel   The  Enterprise  Funnel  

Slice and dice the funnel by team

Solution: The Funnel (Trends) Slice and dice the funnel by funnel stage

Solution: The Funnel (Personalized Funnels) Slice and dice the funnel by sales rep

Solutions: SLAs & Funnel Definitions Define à Train à Measure à Optimize

Lead Status Rejected

Rejected Reason

Lead Status Nurture

Nurture Reason

Lead Status Sales

Accepted

Lead Status Attempting

Contact

Lead Status Open

24H

12/21 Days

Solution: Funnel Velocity

Funnel  Velocity  

AcPonable  leads  

Velocity  

Find leaks in your funnel

Results: The Funnel 1.  Understanding funnel leakages 2.  Increase communication and transparency 3.  Reverse funnel to determine DG budget

In reality: 1.  It takes time! 2.  No secret sauce or best practices.

Results: Doubled Productivity

+0.77% Inquiry to win

+10% "Sales Accepted

+33% Mid/Enterprise Inquiries

+20% "accuracy Pipeline/

Bookings Forecast

7 "out of 10

Customer at-risk predict

Our Approach

Acknowledge you have a marketing data problem 1

2

3

4

5

Set goals, definitions, and aspirations

Align teams and execs

Measure progress

Reassess results to drive further success

36

Thank you.

#SPS2015

Ma5  Singer  VP,  MarkeIng  Jobvite      @MaLhewDSinger  

Bonnie  Crater  President  &  CEO  Full  Circle  Insights      @BonnieCrater  

Q&A  \\  Panelists  MODERATOR:  Carol  Krol  Editor-­‐In-­‐Chief,  Demand  Gen  Report  

#SPS2015

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