Presentation given recently. I love talking about this stuff.

1. The Revenue Chain:
Five Keys to a
Predictable Demand
Generation Funnel
Craig Rosenberg
@funnelholic
www.funnelholic.com
@Funnelholic

2. The supply chain
1. Driven by quantifiable goal(s)
2. A series of process steps that an organization can track,
measure, and then optimize
3. Specialists own their distinct steps
4. Technology drives effectiveness, scale
@Funnelholic

3. The revenue chain yesterday vs today
Yesterday Today
Time-sensitive campaigns Always-on campaigns
Seller-centric Customer-Centric
Haphazard A carefully defined series of steps
“Arts and crafts” Revenue accountability
Sales and marketing Sales with marketing
“Free safeties” Job function specialization
Collateral Content
Manual Technology Platform
“We used to design our funnel based on when WE wanted to talk
to them (customers), now you have to design your process to be
there when they want to talk to you”
Adam Needles @abneedles
@Funnelholic

4. The revenue chain
PLAN CAMPAIGNS NURTURING LEAD QUAL SALES CUSTOMER
1 2 3 4 5 6 7
Total Prospect Lead Good Opportunity Revenue Upsell
Available Lead
Market
OBJECTIVES/METRICS
CONTENT
PROCESS
PEOPLE
TECHNOLOGY
Source: RQ’s “2013 Marketing Trends” Presentation January, 2013 @Funnelholic

5. The customer profile feeds the revenue chain
Customer
Customer
Buying Plan
Profile
Process
1.Customer profile – pains, needs etc
2.Buying process
3.Consumption patterns
4.Marketing – to – sales transition
@Funnelholic

6. Map the customer journey
MARKETING FUNNEL LEAD QUALIFICATION FUNNEL SALES FUNNEL
Handoff to sales
SAL
field sales
Phone: will make decision
SQL in 2 months
Re-target: downloads vendor Site: views telesales
whitepaper LP 9C vendor demo
start to finish
Site: downloads third party
“buyers guide”
Email: completes IT priority Email: opens
survey and lists storage as top 3 Email: does not open
webinar email
MQL priority follow up survey
Phone: commits to
Re-target: no view online demo
click thru on
banner
Site: does not attend live webinar
Email: opens vendor Phone: cannot connect
incentive offer after 10 dials
Re-target: clicks thru ITManagement
banner on ESPN.com
Phone: won’t make
decision for 5 months
Marketing
Phone: no project right now;
Database
check back in 6 months
COLLECTING GATHERING COMPARING SHORTLISTING
INFORMATION REQUIREMENTS VENDORS VENDORS
@Funnelholic

7. Demand generation options
Outbound External Pull Inbound
Marketing Marketing
Lead Quality Lower Lower 5 Highest 7
Time to Value Short-term Short-Term Long-Term
Ability to reach High Low Low
executives
Targeting High Medium Low
Cost High Medium Low
Example •List Rental •Publishers •Your Website
•Telemarketing •Trade shows •Blog
•List Purchases •Microsite
•Unsolicited email
@Funnelholic

8. Nurture
5 7
Source: Tom Scearce @TLOTL
@Funnelholic

9. The content command center
1. .
PLAN CAMPAIGNS NURTURING LEAD QUAL SALES CUSTOMER
5 7
CONTENT
Internal Command Center feeds content across the
revenue chain
1. Reports to corporate marketing and is not product
marketing
2. Responsible for content across the buying process
@Funnelholic

10. Lead qualification = revenue chain success
Rule Number 1: Sales Sales won’t have the time or
desire to make the effort
will not follow-up on necessary to convert a lead
leads, they will follow to a Qualified Lead --
up on qualified leads 3-15 Touches = particularly once 3-5 good
1 QL* deals are on their forecasts
Generation Qualification Direct Sales Cycle
Validate
Generate Qualify Develop
A Opportunity
Lead Propose
(or get a
Negotiate
Qualified Lead)
Close
Time & Effort
*Touches includes dials, voicemails, emails, conversations with gatekeepers
@Funnelholic

11. The people
• Specialists along specific areas of the revenue chain
•Use operational metrics that help move leads through buying process
(e.g. Lead Qual group is measured by opportunities created and “good
lead/opportunity conversion”
PLAN CAMPAIGNS NURTURING LEAD QUAL SALES CUSTOMER
1 2 3 4 5 6 7
Total Prospect Lead Good Opportunity Revenue Upsell
Available Lead
Market
OBJECTIVES/METRICS
CONTENT
TECHNOLOGY
@Funnelholic

12. Marketing technology stack
Marketing Program/Campaign Process
PLAN CREATE DISTRIBUTE CONVERT ANALYZE
RESEARCH TOOLS EMAIL OPTIMIZATION
CONTENT
CONTENT TOOLS
PRODUCTION
EXPERIENCE
SOCIAL MEDIA
ANALYTICS
DIY PLANNING CREATIVE TOOLS
DISPLAY MARKETING
AUTOMATION
CONTENT
MANAGEMENT RETARGETING
SYSTEM
MRM
PAID SEARCH
CRM
+++
DATA SERVICES
DATA LAYER
Source: RQ’s “2013 Marketing Trends” Presentation
January, 2013 @Funnelholic

13. Managing the revenue chain
1. Look at unified view across entire chain
2. Track and measure steps along the customer journey
3. Create common definitions
4. Have an owner of the revenue chain
@Funnelholic

14. Thank you
Craig Rosenberg
@funnelholic
www.funnelholic.com
Inspired by:
Carlos Hidalgo @cahidalgo
Adam Needles @abneedles
Scott Albro @scottalbro
Greg Alexander @gregalexander
Tom Scearce @TLOTL
@Funnelholic