LeanData is passionate about helping companies identify and close revenue fast. Their lead management software has been specifically built for account-based sales and marketing strategies. Their mission is to simplify BtoB Sales.
SUNNYVALE, Calif., June 18, 2018 –LeanData, the leader in Lead-to-Account Matching, Routing, and Attribution, today announced that Ops-Stars 2018 will be held September 25-26 in San Francisco at the historical landmark, the San Francisco Mint. Ops-Stars, the premier Operations event of the year will bring together hundreds of customers, partners, and thought leaders to explore next-generation strategies to power Revenue Operations.
With the theme of “Follow the Money” Ops-Stars attendees can discover the technology, trends, and people who are shaping the future of Revenue Operations. The two-day jam-packed event features a variety of general session keynotes, breakout sessions, and workshops on hot topics such as ABM, AI’s growing impact on integrated sales and marketing tech stacks, sales and marketing planning strategies, scaling operations to accelerate revenue growth, and more.
At Op-Stars, attendees can:
Hear keynotes from industry executives on what matters most in Revenue Operations today, and what’s coming next
Meet face-to-face with subject matter experts who bring new perspectives to pain points and opportunities
Network with LeanData’s partner ecosystem, industry leaders, and other Sales and Marketing movers and shakers — a “who’s who” in digital business
Learn from industry best practices, and case studies and workshops
Over two days, September 25-26th, attendees will have the opportunity to learn from leading executives, influential thought leaders, and esteemed peers about best practices to help them accelerate time to revenue and grow ROI for their respective organizations.
“We created Ops-Stars with a vision to empower operations professionals, who are the unsung heroes, within their companies, with best practices and thought leadership content on how to connect data to the right people to accelerate time to revenue,” said Evan Liang, chief executive officer, co-founder, LeanData. “Ops-Stars 2018 will over-deliver on that commitment. We are thrilled to open registration and to announce our incredible keynotes for Ops-Stars 2018. We look forward to seeing everyone at the San Francisco Mint on September 25-26th.”
Ops-Stars attendees will have the opportunity to attend over 25 breakout sessions and keynotes over the two-day event. Keynote sessions that will take place throughout the conference include:
Not Yet The New Normal: Account-Based Marketing Must Evolve Into Account-Based Engagement: Laura Ramos, vice president, principal analyst, B2B marketing professionals,Forrester, will unveil a new research report that focuses on how companies have been successful with their ABM strategies over the past two years. Furthermore, Laura will provide insights and best practices that will enable sales and marketing teams to turn ABM into Account-Based Engagement throughout the customer journey.
Three Phases: The New Approach for Sales and Marketing Planning: The traditional approach to business planning has been for sales and marketing teams to conduct their planning in private silos. Once their plans are in place and motions are underway, then it occurs to both teams to share the information. In today’s business environment, the traditional approach is no longer viable. In this keynote, Dana Therrien, service director, sales operations strategies, SiriusDecisions, will outline the new three-phase approach for sales and marketing planning approach to growing revenue for their organization.
World-Class Ops-Stars Panel: Sales and Marketing Ops roles have become very hot positions within enterprises today. However, the challenge remains, how can these teams integrate, including their stacks, to optimize for revenue? How do you justify your tech stack to your senior executives? Learn from industry-leading sales and marketing professionals on how they built and executed proven integrated go-to-market strategies to accelerate revenue growth for their companies.
“Over the years, Ops-Stars has become the de-facto conference for Operations leaders. It’s only fitting that this year’s theme ‘Follow the Money’ will take place at the historic San Francisco Mint venue and will host the best and brightest in the Operations industry. Attendees can expect an elevated conference, featuring influential thought leaders and Operations leaders from the biggest brands in the B2B space,” said Karen Steele, chief marketing officer, LeanData. “Ops-Stars 2018 will empower the current generation of operations professionals to become the next generation of business executives.”
LeanData is the leader in Lead-to-Account Matching, Routing, and Marketing Attribution solutions. We stand at the center of your CRM, connecting data to the right people. By aligning marketing and sales with accurate matching, routing, and trustworthy attribution, sales reps only get the leads, contacts, accounts, and opportunities they need to work on, so they can close more deals and drive more revenue, faster.
LeanData is helping over 350 customers, including Marketo, Adobe, and Glassdoor, reduce complexity and frustration while accelerating revenue.
The spring conference blitz recently wrapped up with the annual SiriusDecisions Summit in Las Vegas, and I finally had time to sit down and gather my thoughts about this year’s summit.
This being SiriusDecisions Summit, the new and improved Demand Unit Waterfall was of course the highlight of the show. But while some organizations, including some presenters, have done a fantastic job of aligning their sales and marketing orgs around this framework, it can be tough to figure out how it could benefit your org.
This blog post will try to help make things a little bit easier to digest. Plus, I’ll show you how LeanData can help you along on this journey.
And if you’re looking for more conferences like SiriusDecisions Summit, check out Ops-Stars: the only conference by and for marketing, sales, revenue and customer ops. It takes place this September at the San Francisco Mint, and we’ve already got a star-studded slew of speakers planned. Hobnob with the best in the business and get inspired to get stuff done.
The modern B2B buyer’s journey is complex, and the Demand Unit Waterfall helps make sense of it. Take Imprivata’s presentation at SiriusDecisions Summit, for instance. The company presented a great slide that outlined just how wild the journey can be. Soak it all in:
Once the initial shock of this image wears off, I’ll tell you what I realized.
It’s all for the customer and prospect experience
The proliferation of modern communication channels means increased expectations from every buyer to have a a buying experience that’s as seamless as possible. No handoffs between sales and marketing, no difficulty routing leads to the right reps. A modern buyer does not have time to waste.
In order to deliver on that expectation, B2B revenue organizations need to think hard about how they architect their processes, and how they can integrate technology pieces effectively—that is, without adding spiraling backend complexity with every client-facing improvement.
Here at LeanData, we believe in getting the fundamentals right at the data layer: being able to move and leverage data efficiently, with context for the end user. Without managing the data layer appropriately, all other processes will end up with a shaky foundation that is going to fail.
We’re LeanData, so it makes sense that the data layer is our bread and butter. It’s half our name! If your organization is planning to implement the Demand Unit Waterfall in whole or in stages, we have solutions that can help you build a solid foundation.
LeanData’s lead-to-account matching product helps provide your sales and marketing teams the visibility they need to track demand through each stage.
For example, LeanData matching assigns highly engaged leads to the correct accounts, bubbling up activity and categorizing leads as having moved from target to active demand.
Ultimately, LeanData matching surfaces critical lead engagement data to the account level, so that the top half of the funnel, largely owned by marketing, is accurately tracked.
Enter the sales organization
As a prospect moves further down the funnel, sales starts to take over, which is where LeanData’s routing product comes into play.
In the Demand Unit Waterfall, the first sales interactions are considered the “engaged” or “prioritized” demand stages. Starting from there, intelligent routing flows built into LeanData send engagement activity to only the correct sales reps.
In other words, LeanData routing sends the right leads to the right reps at the right time: no pesky assignment rules required.
The engagements don’t stop
Even as the initial “engaged demand” becomes a real opportunity, or qualified demand/pipeline, it’s just the beginning. B2B buying decisions are rarely made in a vacuum, after all. Often, other key personas that could potentially accelerate or derail a deal circle the periphery, biting on marketing collateral at different times.
All those activities need to be surfaced to the sales reps who are working those opportunities. The one-two knockout combo of LeanData matching and routing delivers those key data nuggets on a beautiful serving platter for the sales rep to consume.
Every buyer takes a different journey, so don’t go chasing waterfalls
While LeanData can help you align with the SiriusDecisions Demand Unit Waterfall, don’t pursue that framework blindly. As I learned at the conference, buyers don’t behave according to nice neat models. Every buyer or buying group will take their own journeys towards the ultimate purchasing decision.
So while the framework is a good place to start, you need to ultimately adapt your sales and marketing process to the buyer. The good news is if you’ve configured your sales and marketing flow with LeanData, making changes is a snap, and your sales and marketing teams will thank you for it.
In summary, the SiriusDecisions Demand Unit Waterfall is a great framework around which you can organize your sales and marketing teams. And LeanData offers a solid foundation for it at the data layer in your CRM.
After all, the framework is just that: a guide. To tailor processes that meet the needs of your customers and prospects, and to create a seamless buying journey for them, you need the right data to go in the right direction.
Marketo’s Marketing Nation Summit continues to be one of the premiere marketing events of the year, and for good reason: it’s always full of great insights, interesting speakers and, of course, MarTech buzz.
This year, we had quite a few conversations about ABM—as always—but other topics reverberated through the hallways, too. From AI to sales and marketing alignment to tech consolidation, we heard plenty about plenty.
But the biggest things that stood out to us all come down to a rumbling in the MarTech stratosphere, thanks to Marketo’s big announcement: marketing consolidation, and a mighty battle between systems of record that comes with it.
And if you’re looking for more conferences like TOPO, check out Ops-Stars: the only conference by and for marketing, sales, revenue and customer ops. It takes place this September at the San Francisco Mint, and we’ve already got a star-studded slew of speakers planned. Hobnob with the best in the business and get inspired to get stuff done.
In 2014, Scott Brinker’s infamous Marketing Technology Landscape broke 1,000 MarTech companies for the first time.
These days, that number sounds quaint—especially because the current Marketing Technology Landscape shows 6,829 marketing solutions from 6,242 vendors in 48 categories: an increase of 1,500 solutions over last year.
Source: Scott Brinker
But based on Marketo’s big announcement last week, its acquisition of Bizible, Brinker’s graphic might get a little bit smaller. (Emphasis on “a little bit”—even if we all know MarTech is a many-headed hydra.)
It’s all about attribution
Marketo’s acquisition of Bizible is a great sign for marketing attribution. While marketing attribution has been a concept for a while, it’s still increasing in accuracy and ease of use with each year.
(For instance, with our newest release of marketing attribution, LeanData’s Marketing Attribution product is at its best yet, with over 70 customers—just saying.)
And so, Marketo’s acquisition tells us that the market demands powerful, granular marketing attribution—and not just fancy visuals, but attribution that can be shared to sales, as well.
More data, fewer systems of record
As we found at Marketing Nation, sales and marketing alignment is still on everyone’s minds.
So naturally, marketing attribution can’t just be an isolated marketing exercise: it has to result in data that is trustworthy not only to marketing, but also to the sales organization.
To do that, organizations need accurate systems of record with accurate pipeline data: which is easier said than done, especially when more data is flowing into fewer systems of record due to marketing consolidation.
Which just so happens to be another big takeaway from Marketing Nation.
Battle of the systems of record
With the one-two punch of sales engagement and Bizible-given attribution, Marketo promises to be a powerful system of record for sales and marketing organizations—nigh head to head against Salesforce.
Meanwhile, Salesforce continues to position itself as more execution engine than repository, determining how marketing interacts with sales and vice-versa.
But in the middle of this clash, there’s a fundamental question that needs to be answered: with so many systems of record, how do you make sure they’re all as accurate as possible?
And how do you derive accurate marketing impact against your opportunities from that data … without telling your sales reps to do all the heavy lifting in their CRM?
Let’s make the most of our systems
First things first: adding more systems of record to your existing stack isn’t the solution.
Instead, it’s about making those records accessible in the first place with tech that organizes and cleans your database: something like LeanData’s own routing and matching products.
For instance, automatic lead-to-account matching stops dirty database problems right in their tracks. Moreover, it breaks down siloed lead and account records, so you can get a full view of account engagement without relying on manual labor.
And automated lead routing sends the right leads to the right reps at the right time—without obfuscating assignment rules in your CRM.
It’s not about adding more systems of record at all: it’s about adding accessibility and ease of use.
Especially when the alternative is chaos, with too much data flowing in too few systems of record. It’s Marie Kondo for the CRM: data organization that sparks joy.
The bottom line
Consolidation is happening, and while it might seem nice to have some breathing room in MarTech, there’s plenty to look out for. Sure, vendors are trying to create a single source of truth in MarTech … but that source of truth needs to be accessible by the entire revenue team, not just by either sales or marketing.
Organizations should pursue not just attribution, but accurate attribution derived from clean, organized systems of record that are not limited to one automation platform—so sales and marketing don’t get isolated.
LeanData Attribution leverages LeanData Routing and Matching to make sure your Salesforce instance is as accurate and accessible as possible, so you’re as informed as possible. Ready for the most accurate attribution in the business? Learn more or schedule a demo.
It’s pretty clear: when you make your sales funnel more efficient, then you make money more efficiently.
But the road to get there is easier said than done.
(Like everything else in sales and marketing.)
According to a new report by Aberdeen Group, “The Efficient Sales Funnel: Shorten the Path from Lead to Revenue,” only 49 percent of sales reps hit their targets in the average sales organization …
… but when those sales organizations are able to shorten their sales cycles, that number increases by 14 percent.
That’s just one direct correlation between efficient funnels and efficient sales reps.
Aberdeen Group also found lead acceptance rate increased by 34 percent with a shortened sales cycle, and even found opportunity win rates increased by 4.4 percent.
In this blog, we’ll go over a few more of the key takeaways from Aberdeen Group, and talk about what that means for you, your tech stack, and your strategy.
Get the Aberdeen Group’s Report
We’ll be going over some insights from Aberdeen Group’s new report, which finally puts numbers to those oft-discussed needs for sales and marketing alignment, process revision and more. It’s chock-full of the data you need to make your case for sales and marketing transformation.
Before we talk about solutions, let’s define the problem first. According to Aberdeen Group, the inefficient funnel is a problem in three parts: people, process and technology.
Of course, one clear issue could be the people you have at your organization. Not necessarily in terms of talent, but in terms of alignment.
You’ve heard it before: if sales and marketing don’t align on what makes a qualified lead (and what makes a qualified lead good), you’ve got poor communication on your hands.
That poor communication leads to a lack of shared information and confusion around goals and accountability.
And that confusion gives you an underperforming and inefficient funnel.
Potentially, an inefficient funnel could also be caused by how your organization has designed that funnel.
The idea of a funnel is simple: leads go in, and like a water filter that turns bad water alchemy-like into drinkable water, it turns them into closed won opportunities.
But just like an expired filter, parts of that funnel could break. Whether it’s a flawed qualification process, obscured lead handoffs and distribution, or various manual moving parts, small inefficiencies can disrupt the flow of your funnel.
Finally, Aberdeen Group notes that CRM systems have long since replaced “sales management by spreadsheet,” but haven’t yet developed into sufficiently robust lead management and tracking systems.
(After all, they’re CRMs, not LRMs.)
Just as manual processes can interrupt the smooth flow of your funnel, manual research and management processes often take up an exorbitant amount of time.
In fact, our own State of Lead Management Report found that sales, on average, takes minutes a lead to research how to approach each one. Added up, that’s hours a day, and more a week.
That’s a lot of calls that could have been made instead.
So how does Aberdeen Group propose you approach these problems? Well …
Focus on cross-department analytics
To solve the people problem, and tackle the process issue at the same time, Aberdeen Group notes that organizations that have faster speed to revenue (i.e. shorter sales cycles) are also the organizations that focus on ongoing process improvement.
They’re the companies that create and share sales forecasts more regularly, and create guided selling and on-demand coaching processes.
And, not surprisingly, they’re a whopping 84 percent more likely to say they have complete or strong alignment with marketing.
How do you get there? Well, for one thing …
Automate to reduce human error
ABM is table stakes in B2B now. We know it, you know it … everyone knows it.
But the way people pursue account-based strategies is far from automated. As mentioned before, sales spends minutes a lead to research each lead.
And often, sales and marketing organizations rely on CRMs to do lead management and opportunity management—tasks CRMs were never designed to do, and which require hours of manual management to finagle.
That kind of manual labor introduces errors into the CRM, or a lack of attribution when fields aren’t properly tagged.
According to Aberdeen Group, successful organizations are 68 percent more likely to report that they can minimize human error and inefficiency through sharing analytics and leveraging automated technology.
Which brings us to our next point.
How to choose the right tech
There’s tons of marketing technology out there. How can you figure out which automated marketing technology should be your go-to?
For one thing, Aberdeen Group notes, you need to choose technology that is accessible and understandable by both sales and marketing.
In fact, successful companies are 34 percent more likely to use sales analytics for forecasting, and 28 percent more likely to use analytics for sales operations.
LeanData embraces that philosophy. For example, our routing product is a visual lead flowbuilder, which allows anyone from sales or marketing to understand where each lead is going in your routing flow.
At the same time, LeanData’s automated matching matches leads to accounts and grabs related leads, contacts and accounts, surfacing them all on the same page in Salesforce.
That lets sales spend less time researching or re-qualifying leads, and more time making calls, knowing that the data is solid in Salesforce. For its part, marketing gets to run more sophisticated campaigns, trusting marketing automation to do its work.
Shorter sales cycle = better alignment
Aiming for a shorter sales cycle may seem self-explanatory, but Aberdeen Group throws more fuel to the fire, showing that companies that have a shorter sales cycle are also the companies who have higher-quality leads and have better alignment.
That expresses itself in higher lead acceptance rates, higher achievement of sales goals, and more sales reps hitting their quotas.
Get your leads to the right reps
Part of that could be, as we’ve mentioned, better sales training and a focus on better analytics. But another could be something a little more clear: getting the leads to the reps that will nurture them the best.
In other words: smart, hopefully automated, routing.
LeanData believes leads should always go to the sales rep who has the best chance of making the deal—so our routing product is built to pivot on a dime, letting any sales, marketing or revenue ops staff change routing based on business needs.
And with our routing analytics product, LeanData provides ongoing reporting and tracking that helps organizations see which leads are going to which reps in real time.
That allows for on-the-fly error correction and plenty of peace of mind.
Having that information on hand
Everyone wants to increase visibility into sales and marketing processes.
But it can be tough to get started, especially from the bottom.
In its report, Aberdeen Group provides a great list of questions that you should answer to have a satisfactory baseline for sales ops analytics:
Where do most Marketing-Qualified Leads (MQLs) go?
Are leads, contacts, accounts and operations being distributed strategically among sales reps based on accurate data about both the prospect and the rep?
Are leads stuck somewhere they shouldn’t be?
How many leads are useless, unqualified or duplicates?
How many different types of leads are being acquired? (e.g. net new logo leads, growth leads from current customers, leads from existing opportunities, etc.)
Track and measure each of these KPIs and make sure you have the right technology to do it. After all, with more analytics, you can act more readily … and taking action will lead you to revenue.
At LeanData, we’re all about innovating on the B2B buying process, so you get to revenue faster. Aberdeen Group’s new report validates that mission, showing how important it is for sales and marketing to sync on technology, strategy and beyond with quantifiable statistics.
When you’ve got an efficient funnel, whether it’s through automating your tech stack, reviewing your processes, or increasing sales and marketing visibility, you go to revenue faster.
Thanks to Aberdeen Group, we know that for a fact.
P.S. Want to get a head start at making your funnel more efficient? Check out LeanData View for free—it’ll give you matched accounts, related leads and contacts and more all in one Salesforce view. It’s the easiest way to make sure your database is in tip-top shape … and to shorten your sales cycle. Get it now.
On May 25, 2018, the General Data Protection Regulation (GDPR), a European privacy law that sets a high standard for privacy and compliance, will go into effect.
If you’re a marketer, you already know about this. But you might be wondering how LeanData is handling this situation. Good news: we’ve been preparing for GDPR compliance for some time, and LeanData will be GDPR compliant well before the May 25 deadline.
Today, I’ll cover a few frequently asked questions to help address your GDPR concerns.
What’s the GDPR?
The GDPR is an European Union-created privacy law that regulates how individuals and organizations can collect, record, store or erase personal data. It was adopted in April 2016, but will begin being enforced on May 25, 2018.
Will the GDPR apply to my business?
All organizations that process the personal data of EU citizens, even if they aren’t based in the European Union, will need to become GDPR-compliant, which means providing expanded rights to individuals and being stricter on consent and processing requirements.
What does “processing” mean in this context?
The GDPR states that processing is “any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organization, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction.”
It’s a broad description, and so if at any point your business or your customers touch the personal data of EU citizens, you fall under the GDPR’s wording.
Do I need to comply?
Non-compliance sanctions can be up to 20 million euros, or 4 percent of global annual turnover, whichever is higher.
What is the difference between a data processor and a data controller?
A controller determines the purposes, conditions and means of the processing of personal data, while the processor is an entity which processes personal data on behalf of the controller.
What steps is LeanData taking to be compliant?
At LeanData, we’ve been anticipating GDPR since before GDPR was announced. In fact, LeanData’s products have never stored personal identifying information (PII). That data stays within customers’ Salesforce instances and will only be processed within those Salesforce organizations, as LeanData is a Salesforce partner with a 100% native managed application.
Meanwhile, we’ve been reviewing our internal data processes and systems for full compliance by May 25, including reviewing our vendors and requesting DPAs for compliance. We’re also reviewing our lead processes to ensure explicit consent has been collected for marketing-related data going forward.
Bottom line, LeanData has always taken its customers’ privacy extremely seriously, and GDPR only validates our belief that privacy is paramount with any data. If you have specific questions about the GDPR and your use of LeanData, you can e-mail firstname.lastname@example.org.
SUNNYVALE, Calif., May 1, 2018 – LeanData, the leader in Lead-to-Account Matching, Routing and Marketing Attribution, announced a significant product milestone in the company’s history. Today, more than 70 high-growth brands have implemented LeanData’s Marketing Attribution to accelerate time to revenue and optimize and deliver ROI. Furthermore, LeanData has unveiled a suite of innovative enhancements that empower sales and marketing to trust and align with data to deliver a streamlined buying experience throughout the customer journey.
“Today’s high-growth enterprises understand that to grow and remain competitive, it is imperative that their sales and marketing teams align around accurate data to understand how to deliver value to their customers throughout the buyer’s journey,” said Evan Liang, chief executive officer, co-founder, LeanData. “Since launching our Marketing Attribution product, LeanData, along with our strategic partners, have enabled revenue teams to transform their funnel to accelerate revenue and deliver ROI to their business. Today’s announcement reaffirms LeanData’s focus on customer success and product innovation to facilitate meaningful connections between data and people to accelerate time to revenue.”
Today, attribution is perceived as a marketing initiative based on data that sales continuously disputes. Furthermore, companies are unable to optimize marketing campaigns for revenue growth unless their CRM data is accurate and is connected to each demand generation and multi-channel marketing program.
High-growth companies rely on LeanData’s highest-accuracy Lead-to-Account Matching to connect leads with the right accounts to optimize revenue growth. Since launching the Marketing Attribution product, LeanData has seen significant increase and adoption with their customers. Today, over 70 high-growth companies use LeanData Marketing Attribution to accelerate time to revenue and grow ROI.
To better serve over 350 high-growth customers, LeanData has released a wide range of enhancements for the Marketing Attribution capability:
Custom attribution settings to help sales and marketing teams define attribution models and settings that suit their business needs.
Multiple attribution model support measures touches throughout the buyer’s journey. LeanData offers multiple standard models to support first-touch, multi-touch, last touch, generated, and accelerated attribution among others. Furthermore, LeanData supports custom attribution models, custom campaign weighting, and extensive filtering and field mapping to ensure accurate data that provides meaningful campaign insights
LeanData also provides campaign and opportunity visualizations to help you understand the impact of different campaigns and marketing touches
Additionally, we work off a custom Marketing Touch object which makes it very easy to export the data to your data warehouse or BI tool for more complex analysis and reporting
Later on this year, LeanData will unveil a variety of new features to further enhance the Marketing Attribution product including Full Custom Weighting capabilities and Time Decay attribution modeling.
“We are seeing more B2B organizations adopt measurement and attribution solutions to manage marketing investments,” said Eric Wittlake, senior marketing analyst, TOPO. “In fact, in TOPO’s recent Account-Based technology survey, 86% of marketers indicated measurement and attribution technology is important, the second-highest result across all categories surveyed.By introducing an attribution solution, LeanData is addressing a growing need in the B2B market.”
“Historically Vidyard assessed marketing performance using an outdated first touch/last touch approach. This method not only failed to account for the entire customer journey and the full impact of marketing efforts across the funnel but also made linking marketing efforts directly to revenue challenging,” said Cailin Radcliffe, revenue operations manager, Vidyard. “With Lean Data we were able to implement and operationalize a customized multi-touch attribution model seamlessly, and take immediate action on the data to drive efficiencies in marketing spend by focusing on the programs and assets that directly drive revenue.”
“LeanData’s Marketing Attribution enables us to see the full impact of marketing efforts on closed/won business. As a result, we shifted marketing KPIs from being primarily lead focused, to revenue focused,” said Judy Finn, head of demand generation marketing, TUNE. “Before implementing LeanData, we relied on native functionality included in our CRM system to attach opportunities to a marketing campaign. This gave us a limited view as each opportunity was only related to a single campaign. With LeanData, we can visualize the full customer journey and pinpoint how marketing campaigns influence and win new business.”
“Cylance is an AI-driven cybersecurity company with a vision to protect every computer, person, and device under the sun against known and unknown threats. We educate and engage our customers through multi-touch campaigns and sales engagements. Leveraging LeanData’s Marketing Attribution platform has allowed us to understand where our marketing dollars are best spent,” said Andrea Speeter, global revenue operations, Cylance. “Furthermore, LeanData’s view on campaigns and opportunities has allowed us to visualize how Marketing and Sales work together. The Lead-to-Account matching and custom-weighted attribution ensure we are capturing all relevant touches at an account and accurately reports on those with the greatest impact. This, in turn, enables Cylance to better target investments and maximize ROI to create an engaging customer experience.”
LeanData is the leader in Lead-to-Account Matching, Routing and Marketing Attribution solutions. LeanData’s industry-leading solutions, including Lead Routing, Account Matching, and Marketing Attribution, deliver in-depth account insights to sales and marketing teams, enabling them to increase pipeline, maximize marketing ROI and drive revenue. Over 350 customers including Outreach, Glassdoor, and Marketo rely on LeanData to drive business results and grow revenue.
Marketing attribution isn’t just for marketing’s benefit.
In today’s sales and marketing landscape, attribution tends to be an isolated marketing exercise, with KPIs, processes and results confined to and developed in the marketing organization.
Consequently, that means sales often distrusts marketing-generated leads, and has to do some digging of its own for the full picture … which isn’t a one-day job, and certainly isn’t preferable compared to making more calls.
Meanwhile, the wider organization relies on suboptimal marketing campaigns which aren’t fully optimized for revenue, because the pipeline data in their CRM isn’t accurately connected to lead gen.
Enter LeanData Attribution
With high-accuracy lead-to-account matching, LeanData helps your marketing-generated leads get linked to Salesforce accounts, and then to pipeline and revenue.
And with LeanData Routing, you can segment leads from your high-yield marketing channels, directing them to your best reps to optimize your funnel end to end.
And when routing, matching and attribution all come together, LeanData can provide campaign attribution reporting that’s more accurate than any other solution.
Today, we’ll show you three things attribution should be doing for you that LeanData can lend a hand with.
Attribution should do work for you, not the other way around
Normally, if you want to have a complete perspective of marketing influence against opportunities, you can only rely on the data already within your Salesforce instance.
Specifically, you rely on sales reps actively identifying and attaching every campaign member to corresponding opportunities.
And if that sounds like a massive undertaking, well … your sales team agrees.
But not all attribution tech is equal
That massive undertaking is why you purchase attribution tech, right?
But while attribution seems like a one-size-fits-all process as long as you end up with accurate results, that’s not exactly the case.
For instance, other vendors give you a more complete picture of your marketing influence only by converting all your leads to contacts. Specifically, they convert your leads within their scheme—a system they force you into, which may not match your existing business practices.
But LeanData lets you maintain existing business practices around lead and contact life cycles, while still getting a complete picture of your marketing influence.
That’s because of LeanData’s lead-to-account matching, which lets you match leads to accounts without converting your leads. We’re talking a 95% accuracy rate where a match exists—the highest in the industry.
In other words, you can skip the conversion and you can skip the vendor-forced scheme. You can get right to attribution, using a customizable attribution model, based on leads, contacts and accounts, what opportunities are available based on campaign member interactions, and more.
Attribution should be up to you
We’re serious about giving you as many choices in your attribution as possible.
Where other vendors might force system-wide processes that don’t align with your practices and best sales reps’ behavior, LeanData understands that the conversion process is complicated and should be personalized to each organization.
So, LeanData Attribution is all about freedom. If your sales reps don’t want to use contacts, that’s fine. If you want to use exclusively contacts, that’s fine, too.
LeanData Attribution gives you marketing influence without having to massively redo your existing Salesforce structure and processes.
See your influence faster
That helps you roll out LeanData Attribution faster than any other attribution product. On average, customers can fully leverage LeanData Attribution in two to three weeks—and that includes implementing lead-to-account matching.
Meanwhile, other vendors’ implementation timeframe is closer to 4-6 months, due to the mandatory process changes that need to be applied.
In that time, you could roll out several campaigns without knowing which one performs the best. It’s a long time to wait.
Enable your teams faster
Our belief in choice goes beyond choosing your processes. (Though as you can see, that’s a big deal for us.)
LeanData Attribution also gives you all the tools you need to make it simpler to adopt it, from field mappings to object filtering to custom modules in the campaign influence wizard.
Moreover, you don’t have to use LeanData’s own custom fields. Attribution reads actual Salesforce data, and operates natively in Salesforce through custom objects.
In other words, not only does LeanData Attribution give you attribution. It also segments and slices your attribution model using standard or custom fields on your accounts, opportunities, campaigns, leads and contacts.
And if you’ve built revenue reports, pipeline reports or any other standard sales and marketing ops reports, you can pull a report with the exact same fields and report types with LeanData Attribution.
That’s speed to value.
Attribution should be easy to understand
This is the big one, right?
Because while marketing obviously needs marketing attribution, sales needs to know which campaigns are performing too—especially when sales and marketing alignment are so clearly emphasized.
Fortunately, LeanData Attribution gives you out-of-the-box visuals that help you quickly understand and get buy-in for your attribution model. It lays out each relevant sales activity and marketing touch, as defined by your attribution model, against each opportunity.
That appears in two simple views: Opportunity View and Campaign View.
In the Opportunity View, LeanData Attribution immediately shows where and when marketing and sales interactions happen. It also shows how accounts move through different opportunity stages.
That helps marketing and sales collaborate in driving business to creation and close … and see it happen, too.
In the Campaign view, you can take the individual touches from your Buyer’s Journey timeline, and aggregate channel marketing touches across multiple opportunities at the campaign or channel level.
With this perspective, marketing can see how its efforts touch the business as a whole under campaign influence.
By combining these two views with Salesforce reports, organizations can understand what the key points are along the buyer’s journey. Plus, they can see how marketing efforts help improve KPIs such as sales cycle length, win percentage, close rate, stage of velocity and lift.
Let’s put all our cards on the table.
There’s no real scientific way to tie a specific interaction to a specific dollar value.
It’s the truth. But what you can do is create a qualified, quantified story that you can buy into and build confidence around.
To do that, you need a high-confidence data set that you can customize. One you know is reliable, with tiebreaking, filtering and matching.
And from there, you need multiple ways to present it, so that it caters to your different audiences, from a fancy Tableau dashboard for marketing ops to a PowerPoint for that morning executive meeting.
LeanData Attribution helps you do exactly that. Gather accurate data with lead-to-account matching. Then, present it with out-of-the-box reporting and dashboards.
Either way, you can attribute marketing influence with speed and confidence. And you can start today.
New territory management capability added to industry leading routing platform
SUNNYVALE, Calif., April 3, 2018 – LeanData, the leader in Lead-to-Account Matching, Routing and Marketing Attribution, announced a new capability that adds depth and breadth to its industry-leading Routing Platform. LeanData’s Territory Management capability empowers sales and marketing teams to execute go-to-market strategies that seamlessly automate complex territory lead routing and distribution.
As high-growth companies expand into new territories, regionally, nationally, globally, it is imperative to speed the automation of lead routing for teams or individuals with specific sales territories and target accounts. The Territory Management capability adds depth and breadth to the LeanData Routing Platform, empowering sales and marketing operations teams to effectively manage sophisticated lead routing strategies, including account-based, round-robin, or territory to accelerate time to revenue.
“We are seeing many mid-market and enterprise-sized companies focus their growth strategies on rapidly expanding and optimizing their sales territories. LeanData’s Territory Management capability automatically routes leads to the appropriate team or individual based on sophisticated territory definitions,” said Hendrick Lee, vice president, product, LeanData. “LeanData’s Routing Platform is now the first end-to-end solution for managing customers most comprehensive Lead Routing processes. This announcement furthers LeanData’s product innovation and commitment to facilitate meaningful connections between data and people to get to revenue faster.”
As part of LeanData’s robust Routing Platform, enterprises can now leverage the Territory Management capability to seamlessly route leads based on specific territory definitions, enabling sales and marketing teams to:
Build and maintain territory and segment definitions seamlessly by using ready-made templates that can be uploaded directly into LeanData’s Routing Platform
Speed the lead management process by ensuring leads are automatically routed to the right representative based on their companies’ territory assignments
Monitor lead assignment by territory to ensure that leads are being generated across all territories to accelerate revenue growth
Create strong alignment and data confidence between sales, channel and marketing teams
“LeanData’s robust Routing platform is a critical component of our integrated sales and marketing technology stack. As we (Financialforce) prepare to expand our sales territories, it is critical for us to leverage a solution that would enable us to create our own sales territory definitions and automatically route leads to the right reps based on those definitions,” said Tiffany Yick-Whitney, director, marketing operations, Financialforce. “LeanData’s Territory Management feature is the solution we need to deliver Leads to the right team or person, and ultimately empower our sales and marketing teams to align around the data to deliver personalized experiences to our customers at every touchpoint.”
LeanData is the leader in Lead-to-Account Matching, Routing and Marketing Attribution solutions. LeanData’s industry-leading solutions, including Lead Routing, Account Matching, and Marketing Attribution, deliver in-depth account insights to sales and marketing teams, enabling them to increase pipeline, maximize marketing ROI and drive revenue. Over 350 customers including Nutanix, Cloudera, and Marketo rely on LeanData to drive business results and grow revenue. Visit leandatainc.com for more information.
“This lead belonged to my zip code but you assigned it to Henry instead!”
“I get only 5 leads a week for my territory whereas Jane gets 20 in hers. How do you expect me to meet my quota?”
“Should we assign Mary to all New York territories?”
Companies that manage sales teams via territories often hear statements like these. They do a great job of defining sales territories and managing quotas and forecasts based on them.
However, they often fail to support the basic premise of territories: accurate and fair apportioning of sales leads and accounts based on territory boundary definitions.
How do organizations address these aspects of territory management today?
The short answer is via spreadsheets and CRM.
Spreadsheets are a popular tool for maintaining territory definitions. Companies usually leverage a mix of assignment rules and custom code to ensure that leads and accounts are distributed based on these territory rules.
This poses some problems:
It takes several hours of ops time to manually add, edit, and maintain custom, territory-based rules in the CRM.
Territory mappings and ownership can change frequently with the GTM strategy. This means ops spends a great deal of time updating assignment rules.
This also makes it difficult to locate errors in assignment and fix them. You cannot predict and prevent errors or optimize assignment rules.
Without any data on assignment, marketing doesn’t know if they need to step up lead gen in any specific territories.
Sales territories are built to make the sales and marketing funnel more efficient in revenue conversion. But the absence of efficient lead routing processes can be a hindrance in executing your go-to-market strategy.
LeanData Routing with Territory Management
Today, LeanData announced the launch of the Territory Management capability in our Routing platform. The Territory Management capability, along with other kinds of routing automation such as account-based routing, round-robin assignment, further strengthens our position as the leading routing solution in the market. These capabilities, provided on a visual, drag-and-drop interface, make it easy for companies to build and change their lead routing logic to keep up with changes in go-to-market strategies.
How does Territory Management work?
As easily as 1-2-3.
Upload territory mappings and ownership to LeanData from your CSV files and edit them easily
Route leads, contacts, accounts, and opportunities using a single action node that uses pre-defined territory rules
See Routing Insights to know how many leads are being assigned per territory and optimize lead-gen programs
How can Territory Management benefit you?
First off, Territory Management will lead to accurate and fair distribution of leads and other objects based on your territory definitions. Jack will never complain about Henry getting leads from his territory.
For ops, being able to maintain territory mappings on LeanData will be a breeze and they will be able to spend their time on more strategic activities. Using overlaid Routing Insights on your graph will automatically flag routing errors, so you can fix them before reps complain about their toes being stepped upon.
And most importantly, you can also make fast, data-based decisions:
“Correct the zip code on Jane’s territory. This account should ideally have gone to her.”
“Let’s assign all NY territories to Mary because she has the best lead to close ratio on the East Coast.”
“We need to organize a roadshow on the East Coast as soon as possible because their lead volumes are low for this quarter.”
Between post-fact questions and proactive strategic decisions, the latter always wins.
P.S. Ready to see this in action? Schedule a demo and see how LeanData makes territory management simple.