Comments on: Thought Leadership Interview #3: The Manticore Cannot Be Stopped: Marketing ROI 101 with Christopher Doran http://www.funnelholic.com/2009/01/13/thought-leadership-interview-3-the-manticore-cannot-be-stopped-marketing-roi-101-with-christopher-doran/ a blog for those of us who live and work at the top end of the b2b funnel: Demand Generation, Lead Generation, Online Media, B2B Sales and Marketing, Marketing Automation, DRIP, Lead Nurturing, and Fun. Wed, 08 Feb 2012 07:06:02 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Christopher Doran http://www.funnelholic.com/2009/01/13/thought-leadership-interview-3-the-manticore-cannot-be-stopped-marketing-roi-101-with-christopher-doran/comment-page-1/#comment-1598 Christopher Doran Wed, 14 Jan 2009 21:22:27 +0000 http://www.funnelholic.com/?p=615#comment-1598 I've been with Manticore Technology for over 5-years now and during that time we've grown substiantially. Our definition of has constantly evolved. When we were a small team, any lead was a great lead! Now, we're more discerning. As we continue to grow our qualifiers will continue to become more stringent. I’ve been with Manticore Technology for over 5-years now and during that time we’ve grown substiantially. Our definition of has constantly evolved. When we were a small team, any lead was a great lead! Now, we’re more discerning. As we continue to grow our qualifiers will continue to become more stringent.

]]> By: Jay http://www.funnelholic.com/2009/01/13/thought-leadership-interview-3-the-manticore-cannot-be-stopped-marketing-roi-101-with-christopher-doran/comment-page-1/#comment-1597 Jay Wed, 14 Jan 2009 14:36:44 +0000 http://www.funnelholic.com/?p=615#comment-1597 Thanks. That is helpful, we do have a (very loose) definition of what an SQL is, which may be the problem and the lead gen accountability issue arises from this confusion. We are a small company and are still very much evolving when it comes to reporting lead gen activities, however after one year of measurement marketing probably takes responsibility for more than 15% of the leads, and that is using a very conservative methodology. Funny thing is I thought we had an established SQL. Thanks. That is helpful, we do have a (very loose) definition of what an SQL is, which may be the problem and the lead gen accountability issue arises from this confusion. We are a small company and are still very much evolving when it comes to reporting lead gen activities, however after one year of measurement marketing probably takes responsibility for more than 15% of the leads, and that is using a very conservative methodology. Funny thing is I thought we had an established SQL.

]]> By: Christopher Doran http://www.funnelholic.com/2009/01/13/thought-leadership-interview-3-the-manticore-cannot-be-stopped-marketing-roi-101-with-christopher-doran/comment-page-1/#comment-1596 Christopher Doran Tue, 13 Jan 2009 23:55:35 +0000 http://www.funnelholic.com/?p=615#comment-1596 Hey Jay - this is a common issue (hence my wish for sales and marketing to have peace in 2009) Your VP of marketing and Sales need to get in the same room and define (down to the nitty gritty) - what is a sales qualified lead (SQL). In other words what industry, title, size company, etc does a lead need to be to be considered sales ready. Additionally what call-to-action must they have taken (behavior) to become an SQL - is it dropping their card in the "free Wii" fishbowl at your most recent tradeshow? Or should they have taken several CTA's - downloaded a whitepaper, viewed an online demo, requested a sales call, etc Before you can actually track SQLs both teams need to agree on a common definition. Once this is in place you can allocate SQLs to marketing for generation, with the remainder needing to be sales generated. Sirius Decisions (www.siriusdecisions.com) cites that on average marketing is accountable for 10-15% of the pipeline. I think it would be much larger is your a small company. Do you guys currently have an SQL definition? Hey Jay - this is a common issue (hence my wish for sales and marketing to have peace in 2009)

Your VP of marketing and Sales need to get in the same room and define (down to the nitty gritty) - what is a sales qualified lead (SQL). In other words what industry, title, size company, etc does a lead need to be to be considered sales ready. Additionally what call-to-action must they have taken (behavior) to become an SQL - is it dropping their card in the “free Wii” fishbowl at your most recent tradeshow? Or should they have taken several CTA’s - downloaded a whitepaper, viewed an online demo, requested a sales call, etc

Before you can actually track SQLs both teams need to agree on a common definition. Once this is in place you can allocate SQLs to marketing for generation, with the remainder needing to be sales generated.

Sirius Decisions (www.siriusdecisions.com) cites that on average marketing is accountable for 10-15% of the pipeline. I think it would be much larger is your a small company.

Do you guys currently have an SQL definition?

]]> By: Jay http://www.funnelholic.com/2009/01/13/thought-leadership-interview-3-the-manticore-cannot-be-stopped-marketing-roi-101-with-christopher-doran/comment-page-1/#comment-1595 Jay Tue, 13 Jan 2009 22:46:37 +0000 http://www.funnelholic.com/?p=615#comment-1595 Thank you for actionable information shared. Just a quick question regarding the metrics piece. Do you have another recommendation on a good metric that helps assess marketing accountability for lead generation/pipeline nurture when there is a very limited audience that sales has already targeted and engaged the majority of prospects? We always run into the issue when defining leads, who gets the credit, sales (inside sales) or marketing when most times it is impossible to discern and should probably be credited as a collaborative effort. Thank you for actionable information shared. Just a quick question regarding the metrics piece. Do you have another recommendation on a good metric that helps assess marketing accountability for lead generation/pipeline nurture when there is a very limited audience that sales has already targeted and engaged the majority of prospects? We always run into the issue when defining leads, who gets the credit, sales (inside sales) or marketing when most times it is impossible to discern and should probably be credited as a collaborative effort.

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