1 / 39

Pulling the Right Levers to Drive Revenue Growth

Pulling the Right Levers to Drive Revenue Growth. Doug Sechrist. VP Demand Marketing, Eloqua. Increase marketing budget by 35%. How do I grow 35%?. Hire 35% more sales reps. 8. Reply hazy, try later. Revenue Performance Management (RPM). Definition:

cayla
Download Presentation

Pulling the Right Levers to Drive Revenue Growth

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Pulling the Right Levers to Drive Revenue Growth Doug Sechrist VP Demand Marketing, Eloqua

  2. Increase marketing budget by 35% How do I grow 35%? Hire 35% more sales reps 8 Reply hazy, try later

  3. Revenue Performance Management (RPM) Definition: A strategy for managing a company’s interactions with buyers through the entire purchase process that enables dramatically more predictable, rapid and profitable revenue growth

  4. A Tale of Two Approaches to Growth 2007 2008 2009 2010

  5. The Difference: Revenue Performance Management Eloqua customers implementing a RPM 1.0 strategy outperform the S&P 500. 2007 2008 2009 2010 Data Source: Google Finance as of 1/11/2011 All figures show average Cumulative GAAP Revenue Growth for companies in the index using SEC filings reported to-date. Eloqua companies appear exclusively in either the Eloqua RPM index or the Eloqua Pre-RPM index

  6. The Difference: Revenue Performance Management Eloqua customers implementing a RPM 1.0 strategy outperform the S&P 500. 2007 2008 2009 2010 Data Source: Google Finance as of 1/11/2011 All figures show average Cumulative GAAP Revenue Growth for companies in the index using SEC filings reported to-date. Eloqua companies appear exclusively in either the Eloqua RPM index or the Eloqua Pre-RPM index

  7. RPM Adopters Follow a Better Plan Where is our next revenue opportunity? Revenue Discovery How do we optimize revenue investments? Should we invest more in sales or marketing? One View Of The Truth What drives the best demand? How do we generate more leads? Demand Generation & Lead Mgmt How do we close more deals? Sales Pipeline 8

  8. The Building Blocks: Marketing Automation Essentials Buying Process Purchase Interest Learn Justify Evaluate Marketing Automation Practices Targeting & Segmentation Lead Scoring Lead Nurturing & Recycling Sales Enablement

  9. The Benefits of Are Real Increase MQL to SQL from 23 to 31%, driving $12m to bottom line Lead flow up 82% over past three years and revenues are up 34%. 1% = $1 million spend, and by focusing on improving conversion we will save over $3 million in future expense

  10. The Benefits of Are Real

  11. The NetApp Journey Erin Rampey Marketing Automation Manager NetApp

  12. $4 Billion #5 10,000 1 Billion

  13. Integrate Innovate Grow

  14. Insight Efficient Consistent Global

  15. x x x x x

  16. Process. Tools. Crew. Data Leads Campaigns

  17. Process.Tools. Crew. Web Analytics Marketing Automation CRM BI Content Management

  18. Process. Tools. Crew. Operations Demand Gen Analytics Strategy Systems

  19. Vision Roles Results

  20. Operations. Data. Campaigns.

  21. Operations. Data. Campaigns. 150 internal customers Efficiency Consistent Execution Data Privacy

  22. Operations. Data. Campaigns. Standardization Data Cleanse Append Data Governance

  23. Operations. Data. Campaigns. Foundational End to End Campaign Hierarchy Visibility

  24. Lead Management • Shared Funnel

  25. Lead Scoring. Lead Nurturing. 42% lower rejection rate 9% MQLs from scoring 12% attributed to nurturing 47% MQLs been nurtured

  26. Lead Scoring. Lead Nurturing. Reactivate Unengaged Resuscitate Rejected MQLs Process Validation 27% reactivated 13% 4x conversion

  27. 3x MQLs YoY 14% acceptance improvement 100% campaign adoption

  28. x x x x

  29. Sponsorship • Excellence • Alignment • Automation • Analysis

  30. Erin Rampey Marketing Automation Manager NetApp rampey@netapp.com (408) 419-5086

More Related