RV173 - Expert Session: Signal-Based Pipeline Architecture with Crissy Saunders and Charlie Saunders
Apr 30, 2024
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Marketing Operations experts Crissy and Charlie Saunders discuss setting up measurement frameworks for demand programs, pipeline sources, and funnel tracking. They delve into data infrastructure errors, revenue team alignment, lead management tactics, partner contribution tracking, and signals for sales success.
Implement a unified model for go-to-market measurement by utilizing custom objects in CRM for tracking the buyer's journey and pipeline sources.
Traditional pipeline structuring challenges in CRM systems hinder accurate insights, advocating for a unified data model approach over multi-touch attribution.
Customization and automation tools are crucial in Salesforce CRM for effective sales process management, highlighting the importance of investing in tailored solutions.
Deep dives
Unified Approach to Data Architecture for Marketing Insights
Implementing a unified model for go-to-market measurement can greatly benefit businesses in analyzing the buyer's journey all the way from a sales-ready signal to revenue. By utilizing a custom object within CRM to track this journey, teams can unify data on a single platform, allowing for insights into different channels and signals influencing conversions. This approach emphasizes the importance of pipeline architecture over multi-touch attribution, providing a more straightforward and comprehensive view of the sales process and marketing activities.
Challenges with Traditional CRM Data Handling and Reporting
The challenges companies face with traditional pipeline structuring in CRM systems, such as overwriting historical data and difficulties in cross-object reporting, hinder accurate insights and optimization. Attempting to blend all data in standard CRM objects leads to data fragmentation and inconsistency. Moreover, relying solely on multi-touch attribution for measurement can overlook critical nuances in the buyer's journey and result in a limited view of conversion and sales process optimization.
Enhancing Business Insights and Performance Evaluation
By shifting focus towards a unified data model that captures signals leading to sales interactions and revenue, marketers can elevate their strategic impact on the business. This approach empowers teams to diagnose bottlenecks, optimize the sales process, and evaluate performance across the entire go-to-market spectrum. Emphasizing a holistic view of both first-party marketing data and third-party sales outreach data can provide a comprehensive understanding of customer interactions and sales effectiveness.
Customizing CRM Platforms for Sales Automation
In CRM platforms such as Salesforce, customization plays a critical role in automating sales processes. Building custom objects and utilizing automation tools like Apex or Flow are essential for tailoring the CRM system to track and manage sales activities effectively. While out-of-the-box functionality may lack certain features, investing in customizations can significantly enhance sales processes. The process of customizing CRM platforms can sometimes be time-consuming, with projects lasting from three to six months, highlighting the complexity and effort required for effective sales automation.
Improving Lead Conversion Rates with Strategic Sales Approach
Effective lead conversion involves a strategic approach beyond just sheer volume metrics. Focusing on genuine buyer intent signals and refining sales readiness criteria can significantly boost conversion rates. By prioritizing quality over quantity, companies can achieve higher conversion rates without compromising revenue goals. Rethinking traditional metrics and sales processes can lead to better identification of genuine sales opportunities, optimizing resource allocation and improving overall sales effectiveness.
Chris was joined by CS2’s Crissy and Charlie Saunders to do a deep dive into Marketing Operations to support measurement of Demand Strategies and Programs. They discuss key requirements to set up a measurement framework to measure the effectiveness of demand programs including pipeline sources and how to think about funnel tracking. They also answer audience questions.
If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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