INBOUND 2015

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Don’t Listen to the
Marketing Consultants
Bryan Semple
CMO, SmartBear Software

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Operations
Sales SaaS Product Marketing
High Velocity Large Company Org Multiple Markets, Open Source, Profitable
Ops, Sales, Marketing, Big,
Small, High Velocity, High Touch

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Funnels are for Beer

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Imaginary B2B Cycle

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Real B2B Cycle

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REVENUE = F(traffic, site conversion, MQL%, SAL%,
opportunity close rate)
Funnel Math Formulas are
Simple

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REVENUE = F(traffic quality, site performance, site copy, site structure,
conversion page effectiveness, persons intent, strength of offer, follow on
nurturing, pricing, lead routing, sales follow up time, sales effectiveness,
competitive environment, product trial experience, product features, match
between persons intent and product features, budget cycle timing)
Funnel Math Formulas are
Simple?

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• SALs, MQLs drive bad behavior
• SLA – teams do this?
• Marketing compensation –Tied to leads? Tied to MCtR?
SAL, MQL, SLAs and
Compensation Schemes

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Service Levels and Hand Offs on
the Red Sox

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Measure What You Can

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Measuring the B2B Cycle/Funnel

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Capacity Based Measurement

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2 Sales and Marketing
Budgets are the Same

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• How much time do you spend in budget meetings?
• How much time do you spend allocating budgets?
• How much time do you spend justifying budgets?
• Fighting for budgets?
Ask Yourself

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Yet How Much Does a Budget
Matter?

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• Assumes you can spend your way to
success
• Can you program organic traffic or does it
take people/content/expertise something
real to say?
Marketing Spend/Employee is
Misleading

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Impact Marketing Sales
Top Inbound Cold Calling
Middle to
Bottom
Unattended High Touch
Top More
Programs
More Reps
Middle More Tech
Content
More Sales
Engineers
All More
Marketers
More Sales
Reps
Sales and Marketing Expense –
One Bucket

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Spending Plans vs. Budgets

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3 Sales and Marketing People
Alignment

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The Marketing Flow is Complex

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Forbes Says Marketing Orgs are
Changing

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The “New Marketing Org”

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Functional Alignment Not Ideal

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Operational Alignment with
Sales
Product
Marketing
Sales
Manager

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Analysis isn’t Marketing Ops Job

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Follow my blog:
www.storymetrix.com
bryan@storymetrix.com
We are hiring in Somerville, MA