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Transcript

Case Study 1 - Net New Opportunity

What happened?

What should have happened?

Case Study 2 - Upgrade Opportunities

What happened?

What should have happened?

What happened?

What should have happened?

Case Study 3 - Non MQL Opportunity

What should have happened?

  • The KDM (customer) driven from Config should be converted, with a net new opportunity created with them as the champion
  • The IT signer would be added to the opportunity as an ‘economic buyer’ - but do not replace the KDM
  • This would mean marketing gets ‘marketing sourced’ PG from the opportunity
  • This is a Net New SAO example

Context:

  • Config runs a webinar attended by a customer (for example, KDM of Whiteplus)
  • Deal progresses via sales after marketing event
  • Final signer is IT, who had no interaction with the deal as they are just a signer <- No marketing interactions is associated with them
  • Opp is closed <- Since the IT person isn’t the person who would be touched by marketing events, there is no attribution to marketing in the system.

What should have happened?

  • An opportunity should only be created if there is clear interest from an account with a champion driving the conversation
  • The Senior design lead from the webinar should be converted and added to a new upgrade opportunity as a champion (first contact)
  • Additional contacts can be added to the opportunity throughout the deal cycle
  • This is a Upgrade SAO example

Context:

  • Marketing runs webinar attended by senior design lead at Mizuho Bank (KDM) who is keen to discuss ENT
  • There is already an open ENT opportunity created for Mizuho Bank with no champion
  • The deal progresses, but the KDM hands over the conversation to another member of the team who is added to the original opportunity as the champion
  • The deal closes off the original opportunity. Marketing do not get attribution.

What should have happened?

  • Mitsuo Okazawa should have been added to the opportunity as a champion despite not being the decision maker
  • This would mean Marketing would get ‘marketing influenced’ PG from the opportunity
  • KDM (key decision maker) should also be added to the existing opportunity - but does not replace the first contact
  • This is a Non-MQL SAO example

Context:

  • Marketing runs event attended by Mitsuo Okazawa (Director from Sony)Mitsuo Okazawa hands over discussion to a KDM (key decision maker) to progress deal, after marketing event
  • Deal is progressed with KDM linked, who wasn't at the event
  • Deal closes with KDM who didn’t attend event linked as contact, <- No attribution to marketing despite event being driver for deal to start.
  • Sony Network Communications (Original event was PDM days, contact passed to KDM after)

Case Study 4 - Convert MQL to existing Opp

What happened?

Case Study 5 - Upgrade Opportunities

What happened?

Remember!

  • You can add MQL’s to existing opportunities if the lead is the right persona and has the ability to influence the deal in some way
  • In this instance, Marketing would great ‘Marketing influenced’ PG on the opportunity
  • Video to learn more. THIS IS SPECIFICALLY APPLICABLE TO ENT + STRAT ENT SEGMENTS!!

Remember!

  • Please create upgrade opp from contact not through ACCOUNT!
  • The incorrect way is shown below:
  • The correct way is shown below:

Creative beings

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Digital beings

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