Will Scully-Power

Top 10 Key Takeaways – ad:tech Sydney 2012

1.) Marketers need to  focus on REVENUE metrics to earn a seat at the revenue table.

2.) Marketers need to move from quantity KPI’s to quality KPI’s.

3.) Marketers need to stop throwing ALL leads over the fence to the sales team as this creates cherry picking from the sales team and tension between both marketing and sales about true “lead quality”.

4.) Marketers need to start their strategic marketing planning with a Revenue target and work backwards. Identity how many leads they need at each stage of the Revenue Cycle to ensure their sales team hit their revenue target.

5.) Marketers need to escape “Excel Hell” by centralising all of their marketing data (email, search, web, mobile, display)  in a Marketing Automation Database and then integrate this database with their internal CRM database.

6.) Marketers need to set up a scoring methodology which allows them to score their prospects and customers explicit data e.g. demographic as well as their implicit data e.g. web, search, email behaviour to ensure they focus on those customers who are highly engaged and prioritise those that need follow up.

7.) Marketers need to take those prospects and customers who are are not yet ready to engage with sales and place them into nurturing campaigns. Marketers need to A/B test the content of these campaigns to ensure they are targeting each prospect and customer with relevant content with is creating action e.g. a click.

8.) Marketers need to analyse the key touchpoints and influences within the prospect and customer lifecycles to identify which marketing channels are having an impact at specific stages of the buyers journey.

9.) Marketers need to focus on identifying trends in their data and taking action on their insights to ensure they optimise what’s working and what’s not.

10.) Marketers need to aim for the end goal of Marketing Automation which is being able to predict marketing’s impact on revenue contribution to an organisation.

Ready to get started?

Will Scully-Power
Managing Director
+ 612 9045 0946


Making Love with Data: Avinash Kaushik’s Strata 2012 Keynote
March 18, 2012, 1:04 am
Filed under: Web Analytics

Multi-Channel Funnels in Google Analytics
March 18, 2012, 12:42 am
Filed under: Uncategorized

TEDxVancouver: The Weight of Data
March 7, 2012, 9:57 am
Filed under: Uncategorized

EVENT INVITATION: Tues 29th May 2012
March 7, 2012, 9:16 am
Filed under: CRM, Data, Datarati, Events | Tags: ,

REGISTER HERE: http://www.letstalkbusiness.nsw.gov.au/2012-program/data-strategies/

Top 10 Takeaways from ADMA B2B Marketing Seminar
March 1, 2012, 9:27 am
Filed under: Datarati, Marketing Automation, Revenue Performance Management (RPM) | Tags: ,

Hi All,

Here are the top 10 key takeaways from the ADMA B2B Marketing Seminar which I chaired in Sydney today.

1.) Recognise The Problem – You have a leaky funnel.

2.) Identify the cost – What is the cost of the leaky funnel to your business? Use this to create a business case for Marketing Automation.

3.) Define Requirements – look for strategic partners who will help you plan for an effective implementation. Then look at vendors. Here is your marketing automation success formula. 70% people, processes, methodologies. 25% CRM expertise and 5% the actual marketing automation tool.

4.) Marketing & Sales Process Definition & Alignment – define and agree on lead scoring (demographic & behavioural), lead statuses, lead allocation rules, alerts and service level agreements between Marketing & Sales.

5.) Marketing & Sales (Revenue Cycle Model) Definition – define revenue stages in 1 funnel. Start with the organisations revenue target and work backwards to get an understanding of what marketing needs to contribute in terms of marketing sourced and marketing influenced opportunities/pipeline on a monthly basis.

6.) Identify quality sources of qualified inbound leads e.g. Paid Search, Paid Display, Events, Webinars, Social Media etc. What’s driving Sales Accepted Leads (SAL’s) and what’s driving Sales Qualified Leads (SQL’s).

7.) Identify additional data sources to help enrich your inbound lead data. e.g. www.data.com

8.) Develop content based on segments focused on specific roles of buyers within the buying cycle.

9.) Launch lead nurturing campaigns targeting the 95% of leads who are not yet sales-ready. Test & Optimise content types and frequency of communication.

10.) Hold monthly “What’s working What’s Not” sessions with both Sales & Marketing heads in an effort to improves lead quality and internal lead management and lead recycling processes.

Need Help Getting Started? Click Here to Request a Meeting!



Will Scully-Power
Managing Director
+61 400 828 866

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