Marketing Contribution to Revenue… Best Practices from Advanced Demand Generation Professionals The Pedowitz Group Q Debbie Qaqish, Principal The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

About The Pedowitz Group Demand Generation is an emerging category We are early adopters and practitioners in the field We are not a research company…we are experts in Demand Generation I’ve sat in your seat The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

The Study Part I: Qualitative = “Observations” – 18 One-on-One discussions with Demand Generation leaders Part II: Quantitative = “Data” – On-going now through the OnLine Marketing Summit – 10 Questions – Both Studies: – B2B focused The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

Demand Generation The revenue focused set of activities of both sales and marketing that: 1.Get quality leads into the top of the sales funnel and 2.Pull opportunities through the funnel quicker.

Discussion 1: What measurable contribution does marketing make to the company? Observation 1 – Used the language of business results Observation 2 – Frequent & formal reporting Observation 3 – Not afraid of the “R” word – Revenue! Quote 1: “Anyone in a management position in the last 3-5 years knows that marketing is no longer about nice ads or hiring ad agencies, it is about getting results for the company.” Quote 2: “Focus on things that draw results in terms of revenue with the executive team- you are not the "make it pretty department.” Quote 3: “Lead generation was important last year, but it is EVERYTHING this year!” The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: Percent of budget for Lead Generation? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: To whom do your report these metrics? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

Discussion 2: What gets measured? Observation 1: Metrics were specific and top of mind Observation 2: Metrics mattered to the business Observation 3: What they measured changed over time Quote 1: “Never confuse activity with results.” Quote 2: “When asked a traditional marketing metrics question, I would respond with - Who cares?” Quote 3: “I abandoned early metrics because the business did not care about them. What I measured 2 years ago was a joke.” Quote 4: “Start with measuring something and keep asking yourself, “Is this the best I can do?" The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: What metrics do you track and report on? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: How often do you report these metrics? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

Discussion 3: Change in Role Observation 1: Major change in role is occurring Observation 2: Where hired from – 50% hired from within – 50 % brought in with this focus or this capability Business backgrounds Observation 3: Quota and Variable Compensation Quote 1: “My role went from being all about brand to all about leads!” Quote 2: “My role has changed in three ways – it is less creative, more people management focused and very measurement driven.” Quote 3: “I was hired because I had a background in sales, operations and demand generation.” Quote 4: “It's like marketing is now the secret and silent new sales person in the company.” The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: Which is true about your role? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: % of Role is Lead Generation? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: Variable Compensation? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

Discussion 4: Challenges Observation 1: Balance Observation 2: Reporting & Systems Observation 3: People Quote 1: “It’s hard to focus. There are so many things to do, it’s hard to know which way to go.” Quote 2: “Everybody wants something different. You have to work hard to set expectations.” Quote 3: “My biggest challenge is integration of systems - revenue, CRM and marketing.” Quote 4: “One of my biggest challenges was changing the mindset of my traditional marketing team.” Quote 5: “One of my biggest challenges was educating the senior mgt team - getting the right data to the right execs at the right time.” The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: What are your biggest challenges? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

Discussion 5: Advice Observation 1: Work with sales Observation 2: Measurement that Counts Observation 3: You don’t know what you don’t know Quote 1: “View sales as your #1 constituency, create a real relationship with sales to the extent you won't want to let each other down.” Quote 2: “It takes a village to sell.” Quote 3: “ Track everything and continually look for how to convert your metrics into meaningful information.” Quote 4: “You don't know what you don't know until you get going.” Quote 5: “If you are going to fail, fail fast and make sure you fail forward!” The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: Sales and Marketing Alignment? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

OnLine Survey: Systems? The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

Key Learnings 1.Demand Generation is the NEW core competency required for marketing success 2.Education and Communication 3.Technology is an enabler 4.Get comfortable with accountability and revenue Quote 1: “There is a huge learning curve in demand generation and expect that what you think is important when you start, may not be important once you are in it.” Quote 2: “Deciding who gets what information, in what format and how often, is critical to success and depends on if you are a marketing, sales or ops driven organization.” Quote 3: “Tracking, measurement, and metrics are all necessary and inevitable for marketing.” Quote 4: “There is no silver bullet.” The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

What are your demand generation challenges? Number of leads? Quality of leads? Sales & Marketing Alignment? Metrics? Systems? Lots of other stuff???

Q & A Resources: DemandGen Report, iGNITE Series from Marketing Profs, Sirius Decisions, & OMS Community Go to to participate in the surveywww.pedowitzgroup.com Give me your card with “PPT” written on back to get final copy of this presentation Call me at or me at Thank you! The Pedowitz Group©, All Rights Reserved Proprietary and Confidential

About The Researcher Debbie Qaqish, Principal Over 25 years sales & marketing experience Led national sales & marketing teams An innovator and implementer of Web 2.0 technologies Passionate about the combined power of sales, marketing, and Web 2.0 technologies The Pedowitz Group©, All Rights Reserved Proprietary and Confidential