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Marketo Secret Sauce for Sales andMarketing AlignmentFergus GlosterManaging Director, Marketo EMEA@fgloster 2011 Marketo, Inc.
Lead generation costs 100B,but 40-80% are never acted onSource: Direct Marketing Association and Yankee Group: Optimizing Lead ManagementPage 2 2011 Marketo, Inc.Marketo Proprietary and Confidential
The Changing BuyerINFO SCARCITYINFO ABUNDANCESALES REPPage 3 2011 Marketo, Inc.SALES REPMarketo Proprietary and Confidential
Sales and Marketing Must Change52%94%60%10%Page 4 2011 Marketo, Inc.Sales reps DO NOT achieve theirsales goals- CSO Insights 2010 SPO Sales Strategy AnalysisMarketing qualified leads willnever close- Sirius DecisionsCompanies rate their LeadGeneration as subpar- CSO Insights 2010 SPO Sales Strategy AnalysisSales people who view theirmarketing as “sales savvy”- CMO CouncilMarketo Proprietary and Confidential
Marketo Delivers on THE Biggest Business IssuesAlign Marketing and Sales to Adapt to New BuyerPage 5 2011 Marketo, Inc.Marketo Proprietary and Confidential
Marketo Impact Spans All IndustriesManufacturing & EnergyMedia & CommunicationsSoftware & CloudPage 6 2011 Marketo, Inc.Financial ServicesHi Tech ManufacturingMarketo Proprietary and ConfidentialHealthcare & Life SciencesNon-Profit & EducationBusiness Services
McKesson Boosts Revenue with MarketoIncreased Qualified Leads by 1,700% 4 deployments, including McKessonPharmaceutical Sales increased 300% faster than peers Qualified leads increased by 1700% Campaign Capacity grew by 422% Saved 75% in Labour CostsPage 7 2011 Marketo, Inc.Marketo Proprietary and Confidential“We chose Marketo because ofits ease of use, rapidimplementation, and its abilityto score leads based oncharacteristics that we defineand weight”Chris Borr, FACHEVP, Marketing
Highly Efficient Revenue Engine80% of revenue directlysourced by marketingProductivity (1-year New Customer Bookings / M S )2.001.501.000.500.00Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Q4-11Page 8 2011 Marketo, Inc.Marketo Proprietary and Confidential
SALSalesLeadLeadProspect&RecycledMQLEngagedAll NamesAWARENESSMarketo’s Revenue CycleSQLOpportunityNurturingDatabaseMarketingPage 9 2011 Marketo, Inc.SDRMarketo Proprietary and ConfidentialSalesCustomer
Marketo Prospect Generation 1H2011Source3rd Party Email BlastTrade ShowTrade Show – VirtualPaid WebinarPPCAppExchangeContent SyndicationSocial MediaOther PaidWebsite/InboundReferral / WOMSales ProspectingPage 10 2011 Marketo, Inc.ProspectsCost% LeadVelocity(Days)Lead toOppty 3564349 36 36 18 71 135 41 69 94 eto Proprietary and Confidential
Lead Nurturing Plugs the LeakPage 11 2011 Marketo, Inc.LeadNurturingMarketo Proprietary and ConfidentialSalesLeadSALLeadProspect &RecycledEngagedAll NamesMQLSQLOpportunity
The Value of Lead NurturingMarketo ROI ResultsFast LeadsSlow Leads Total Leads Cost / Lead(MQL 1 mo)(MQL 1 mo)WithoutNurturing20%6.67%26.67% 206.00WithNurturing20%20.0%40.0%Source: Actual Marketo data; assumes 55 per prospectPage 12 2011 Marketo, Inc.Marketo Proprietary and Confidential(MQL)(MQL) 137.50
45% of Sales’ Time is WastedTrying to Figure Out Where toSpend Their Time!Page 13 2011 Marketo, Inc.Marketo Proprietary and Confidential
The Marketing-Sales Handoff (SDRs) Best place for dramatic improvements inbusiness performance Benefits of a Sales Development function: Faster, more consistent, and better qualityfollow-up on leads Human touch enhances lead nurturing Better data and more metrics Talent development for salesPage 14 2011 Marketo, Inc.Marketo Proprietary and Confidential
Enable Sales InsightPage 15 2011 Marketo, Inc.Marketo Proprietary and Confidential
Proving — and Improving —Marketing’s Impact on Revenue
Track All Touches Across PeopleScreenshot: Marketo Revenue Cycle AnalyticsPage 17 2011 Marketo, Inc.Marketo Proprietary and Confidential
Programs AnalyzerFirst-touch allocation, multi-touchallocation, investment, volume, etc.Screenshot: Marketo Revenue Cycle AnalyticsPage 18 2011 Marketo, Inc.Marketo Proprietary and Confidential
Key Takeaways Grow revenue bymaking sales moreproductive, not just byhiring more reps Focus on entirerevenue cycle, not justthe top of the funnel No lead left behindservice levelagreementsPage 19 2011 Marketo, Inc.Marketo Proprietary and Confidential
We are the Fastest Growing SaaS CompanyAll revenue numbers normalized to Marketo Year 1Page 20 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#28 Most PromisingCompany in AmericaPage 21 2011 Marketo, Inc.#1 Fastest GrowingPrivate Silicon Valley Co.Marketing SolutionWinnerMarketo Proprietary and ConfidentialBest MarketingSolutionSalesforce - BestMarketing Automation
Why Marketo Increase Revenue Pipeline Improve Lead Quality and Boost Conversion Enable Marketing and Sales Collaboration Gain Insight Across Unified Revenue CyclePage 22 2011 Marketo, Inc.Marketo Proprietary and Confidential
Page 23 2011 Marketo, Inc.Marketo Proprietary and Confidential
Page 10 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketo Prospect Generation 1H2011 Source Prospects Cost % Lead Velocity
