Directions EMEA Connected InNAVation! Mannheim, Germany, October 5-7, 2015.

Transcription

1 Directions EMEA 2015 Connected InNAVation! Mannheim, Germany, October 5-7, 2015.

2 George Brown Founded Salesworks 1986 Started working with Navision in Denmark in 1997 Developed OnTarget Methodology Marketing through to Development Authored Microsoft Dynamics Cloud Partner Profitability Guide Developed Global Road to repeatability program for Microsoft Executive or Board member of many large Global NAV partners Currently engaged with several large NAV partners globally BDO Rand Group

3 The aim of marketing is to know and understand the customer so well the product or service fits them so well it sells itself Peter Drucker

4 The marketing objectives of a NAV Partner or ISV 1. Generate market/brand awareness for the organization in the markets it serves. 2. Generate a sufficient quantity and quality of marketing qualified leads so as to enable the organization the meet its sales and growth targets. 3. To make a return on marketing investment most of the time. 4. Maintain a low marketing cost of new customer acquisition.

5 Things that keep marketing people up at night 1. On average it takes 46 hours 53 minutes for a sales rep to call a marketing generated lead 2. The odds of contacting a lead if called in 5 minutes are 100 times higher versus 30 minutes. 3. The odds of qualifying a lead if called in 5 minutes are 21 times higher versus 30 minutes 4. On average a sales professional makes a GRAND TOTAL of 1.3 attempts to contact the suspect before declaring the lead was bad or not good (it takes 5 minimum) 5. Only 27% of marketing generated leads ever get followed up on (source: Dr. James Oldroyd )

6 7 Sins of Senior Management 1. Failure to understand the vast differences between marketing and sales

7 The Holy Grail of Marketing Reports CLOSED DEALS BY LEAD SOURCE Account name 2014 Actual Revenue 2015 Forecast revenue Lead Source Account Name Confidential $440,904 $250,000 Google organic Account Name Confidential $376,323 $110,000 PPC Account Name Confidential $373,282 $78,000 Network referral Account Name Confidential $367,681 $81,000 Google organic Account Name Confidential $212,149 $65,000 signature Account Name Confidential $205,709 $75,000 LinkedIn PPC Account Name Confidential $161,529 $75,000 PPC Account Name Confidential $119,740 $35,000 PPC Account Name Confidential $95,601 $25,000 Google organic Account Name Confidential $88,350 $25,000 Bing search Account Name Confidential $52,450 $15,000 Network referral Account Name Confidential $41,360 $6,500 Network referral

8 The Dichotomy Marketing needs more Budget Management needs Proof its working

9 Very Important metrics to determine Marketing Return on Investment (MROI) Are we using life time value of a net new customer as the marketing measure? OR Attribution / Source? What was recorded as turnover in Y1

10 Very Important metric to determine MROI (Lifetime Value) 1. Lifetime value of one of your customers 1. First years turnover including licenses, projects services, support, BREP, own IP maintenance, other 2. Average period of time you keep a customer (7-10 years) 3. Average spend per customer per year in Y2 onwards 2. Example: Year 1 turnover in total: 100,000 Average life of a NAV customer: 7 Average spend per customer per year: 30,000 Lifetime Value per customer add: 310,000 (7x30,000=210, ,000=310,000) Marketing ROI average: 6200% +/-

11 Very Important metrics to determine MROI 1. On average in this example a net new customer add has a lifetime value of 310, What is the cost to acquire that customer from a marketing perspective? a) Typically average cost of lead acquisition: $325 USD b) Number of leads to close a deal? Depends on sales force responsiveness and competency. c) Range in USD from $ $4550 (5 14 leads)

12 Very Important metrics to determine MROI (Attribution/ source) 1. Attribution / Source means we have the underlying system to determine the Original Source of customer 2. This is VERY Challenging 1. Relies on clean data to start (few partner have that) 2. Relies on marketing and sales systems that are ALWAYS used 3. Relies on accurate data entry from everyone in the organization 3. Can t determine ROI if we are not absolutely accurate on source

13 Revenue Potential by Lead Medium Web call tracking CRITICAL HERE!!!!!

14 What tactics are used to meet the objectives? 1. Branding 1. Positioning and core messages 2. Campaigns 3. Marketing coverage matrix 1. Advertising (Online, remarketing, LinkedIn, magazine, radio, TV, Banner, Billboard, etc.) 2. Direct mail 3. Tele-marketing 4. Press Campaigns 5. Sponsorships

15 What are we measuring? 1. Aided Awareness a) When asked about a product category, the buyer, if aided with a list of company names recognizes the company. 2. Unaided brand awareness a) A measure of the number of people who express knowledge of a brand or product without prompting. 3. Impressions 4. Conversions / responses 5. Marketing qualified leads (MQL) a) Fit in terms of segment, size, geo, interest 6. Sales Qualified leads (SQL) 7. Pipeline total value of identified opportunities 8. Forecast - what will sales guarantee will close in 90 days or less 9. Closed deals CIF (Cash in Fist)

16 Where does the data come from 1. Aided Awareness 2. Unaided brand awareness 3. Impressions 4. Conversions / responses 5. Marketing qualified leads (MQL) 6. Sales Qualified leads (SQL) 7. Pipeline 8. Forecast - 9. Closed deals CIF (Cash in Fist) 1. Focus Group 2. Focus groups/survey 3. Analytics Google / Nielsen / press tool 4. Marketing automation 5. CRM system for all other categories (5-9)

17 How often should marketing report? This all depends on your stage of development. Preference is: 1. Status bi-weekly 1. Activities 2. Progress to plan 3. Road blocks 2. Detail monthly 1. Actual results / spend 2. Web traffic patterns 3. Links, Domain Authority, page Rank (top 5 ) 4. Top producing assets 3. Quarterly trend analysis 1. What can kick your behind that you are not expecting? 2. What is better / worse than expected?

18 What are we looking at in any given period? 1. Sales by lead source 2. Number of MQL 3. Unique visitors to web site 4. Average time on site 5. Bounce rate 6. Top performing 1. Pages 2. Downloads 3. Videos 7. Number of inbound links added in the period 8. Press interaction rate 9. Event attendance (live or webcast)

19 The major challenges with marketing reporting 1. Marketing process that enables measurement a) Call tracking on all numbers b) Reception call handling process c) Lead conversions on web site d) Event registrations e) Network participant registration 2. Underlying systems in the businesses a) Marketing automations system b) CRM system c) PR media system 3. Data not structured based on reporting needs

20 Where do we get the data? Google Analytics Search Engine Optimization Blast to 3 rd Party List Web Site Inside Sales/ Telemarketing Referrals Services Products Verticals Social Media Geographical Blog Posts Demo Vignettes Direct mail Pay-Per-Click (AdWords) Automated Nurture Marketing Lead Scoring Gated Conversion Forms Suspect Mining Marketing Automation System (MAS) CRM System

21 CRM Marketing Tracking

22 Lead Medium: Web Sources

23 Lead Medium: Referral Network

24 Measuring Success (KPIs)

25 Measuring Success (KPIs)

26 Measuring Success (KPIs) Search Engine Marketing (SEM):

27 CRM Leads Lead Status 300 Jan 1, 2014 to April 30, Qualified Open Disqualified Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

28 CRM Leads Lead Status - Qualified 20 Jan 1, 2014 to April 30, Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

29 Press Results

30 Trends reporting Quarterly Looking at trends in the space you market in.

31 AX vs NAV vs GP vs SL US Nation Wide Average monthly search demand for NAV is barely higher than SL (last 12 months average)

32 Microsoft products vs. 5 Year Crude Oil - Texas This flatter search demand while crude prices are high appears to carry through to individual Microsoft product.

33 Trends Conversions by Hour

34 Trends Conversions by day of week All Sessions

35 Trends Conversions by day of Month All Sessions

36 The Holy Grail of Marketing Reports CLOSED DEALS BY LEAD SOURCE Account name 2014 Actual Revenue 2015 Forecast revenue Lead Source Account Name Confidential $440,904 $250,000 Google organic Account Name Confidential $376,323 $110,000 PPC Account Name Confidential $373,282 $78,000 Network referral Account Name Confidential $367,681 $81,000 Google organic Account Name Confidential $212,149 $65,000 signature Account Name Confidential $205,709 $75,000 LinkedIn PPC Account Name Confidential $161,529 $75,000 PPC Account Name Confidential $119,740 $35,000 PPC Account Name Confidential $95,601 $25,000 Google organic Account Name Confidential $88,350 $25,000 Bing search Account Name Confidential $52,450 $15,000 Network referral Account Name Confidential $41,360 $6,500 Network referral

37 Microsoft and Dynasource Dynasource is the first online IT talent platform, combining both the supply and the demand side of IT ecosystems on a partner-to-partner platform. This means: load balancing resource capacity. Dynasource helps you to connect to partners that have complementary skills and resources. 1. You can go to market faster 2. You generate higher efficiency 3. You increase profitability

38 Microsoft and Dynasource Sign up now and Participate in a limited-time offer with no cost at sign up Give acces to a growing base of partners with a current focus in Europe. Increase your profitability through: widen your reach better resource utilization

39 Q&A