Last month we identified simple steps for an effective sales enablement program. Now let’s talk about ways to facilitate a constructive dialogue between sales and marketing in order to advance your common goal: driving revenue.
1. Unite in Purpose
Communication improves when sales and marketing really join forces and focus on their shared goal. What does having a singular goal of driving revenue mean for day-to-day operations? Many successful companies use Revenue Performance Management (RPM), which helps identify the drivers and obstacles for growth and redirect focus.
Once you identify a driver, say, SEO, you can view it through the lens of your revenue goal. Where your SEO team once chose keywords that drove traffic, the RPM model shifts the lens toward choosing keywords that drive sales qualified leads to increase revenue.
At a high level, marketing starts to look beyond traditional metrics toward metrics that more closely align with the overarching goal.
2. Change the Conversation
Introduce Key Performance Indicators (KPIs) as a measurement of success for marketing, and let results, like the number of sales qualified leads a campaign produces, drive conversations.
Here’s an example. If your company has a lead scoring process, negotiate a percent of sales qualified leads that sales expects marketing to deliver – making sure everyone is on the same page.
Let the KPI results lead conversation. You can discuss what the marketing team plans to do to improve the number of sales qualified leads rather than focusing on the fact that the goal isn’t being achieved.
3. Schedule Reoccurring KPI-Check-in Meetings with Senior Management
Meet regularly to discuss whether you’re hitting revenue goals, and whether the trend indicates that your yearly goal is in reach. This meeting is a good opportunity for marketing and sales to create a short-term and a long-term plan to address issues.
Let’s say leads are flat and the rejection reason is always the same. You already have a meeting on your schedule to talk through why you’re stuck. Maybe there are too many rejection options and sales can’t quickly identify the right one. Perhaps management was reluctant to change the campaign, but might be influenced once they see the flat results. Either way, putting your heads together can be the catalyst for change. And collaborating on a plan will help shift resources back toward revenue goals.
Eloqua is a marketing automation and revenue performance platform that executes campaigns, testing, measurement, prospect profiling and lead nurturing.
The deployment of Eloqua 10 is now in full swing, and Eloqua 10 is the only option for new Eloqua clients. If you’re an Eloqua user and haven’t switched to Eloqua 10, you will most likely receive a call in the near future to schedule your update. However, your firm may be asking whether switching over to Eloqua 10 is a good idea.
By Sam Oh, Marketing Technologist
Whether you use Google Analytics or Omniture for reporting, know how Secure Search will impact program measurement.
In May of 2010, Google launched its new Secure Search (or SSL Search) for public use. Users had to type in https://www.google.com (adding the ‘s’ after http) to reach Google Secure Search. By adding a secure option for search, Google created a way for people to protect their search queries and results from third-party sites or services, providing privacy. Learn more about Google Secure Search.
On October 18, 2011, Google made another change to make Secure Search the default when someone is logged into one of the Google services (e.g., gmail, google+, etc.). This means anyone logged into gmail who searches the Web using the same browser will be performing a Secure Search. However, there are still a few gaps. For example, if someone is logged in and searches using the browser toolbar, he or she is most likely not performing a secure search, as the toolbar was not setup with the https URL. In addition, searches that result in a paid link click will continue to report the original search query by the user.
So, how does this affect those who build and manage sites? Google’s Secure Search will no longer report organic (non-paid click) results in any third-party Web analytics tool, including Google Analytics. According to Google, this should affect less than 10% of overall search traffic. It may differ from site to site though. If your site uses Google Analytics, Secure Search will appear in keyword reports. If you’re an Omniture user, these searches will no longer be considered search engine traffic. Find info on how to report on Secure Searches in Omniture.
Providing relevant, accurate content is still the best way to get your site to rank well within Google. Moving forward, Google will continue to address user privacy and modify the way search results rank pages, and as online marketers, we must continue to adapt.
By Sam Oh, Marketing Technologist
Interested in adding more video content to your website? Check out this story for YouTube tips.
Embedding a YouTube video on your website has never been easier, but there are times when customizing the settings is imperative. Imagine that you embed a product demo on your website and each time someone watches it, they see a list of related videos, one of which is from your competitor. Obviously, this isn’t an ideal situation, but it is a very real possibility since YouTube automatically displays similar videos based on its search algorithm.
There are two ways you can disable this function. First, when you are on your YouTube channel, click the “Embed” button. Below the code there are several options, one of which is “Show suggested videos when the video finishes.” Uncheck this option to ensure related videos are no longer shown. If you have several embedded videos, this method may take too much time. Instead, your Web team can update the code directly on the back end of your site by adding the following parameter to the end of every video ID in the embed code: ?rel=0.
Here is an example of the embed code designed to disable the option of showing related videos:
<iframe width=”560″ height=”315″ src=”http://www.youtube.com/embed/bsnqc4UNvLs?rel=0” frameborder=”0″ allowfullscreen></iframe>
For a complete list of customizations, follow the link http://code.google.com/apis/youtube/player_parameters.html, and for general details about embedding YouTube videos, visit http://www.google.com/support/youtube/bin/answer.py?answer=171780.