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Concur
Business Challenge
Concur suffered from classic (and common) symptoms of misalignment between sales and marketing teams: Investments made in marketing (and sales) were converting at sub-optimal rates due to inefficient communication and lack of alignment as well as gaps in technology
infrastructure.
The symptoms:
- Complaints from Sales about lead quality
- Frustration from Marketing about lack of follow-up
on leads - Communications challenges in which everything
was labeled a “lead” - Poor visibility into the buying cycle and Marketing’s
impact on it - Over-reliance on manual process to track lead-to-opportunity
conversion
Solution
Working with Eloqua partner DemandGen International, Concur sought to align strategy, process and systems to ensure Sales and Marketing were speaking the same language and incented to achieve the same goals. Marketing and Sales paced through an exercise that
included:
- Defining and agreeing on stages, definitions and
process through facilitated workshops with Sales,
Marketing and Operations - Agreed on Demand Funnel definitions based on
Sirius Decisions recommendations - Automating the Demand Funnel based on
individual KPI triggers and lead scoring,
automatically transitioning lead status through the
stages and the communications they receive - Extensive training to “even the playing field”
Results
Sales Enablement Benefits to Concur
- 20% year over year growth in the year changes were implemented
- Marketing assumed 100% pipeline responsibility
- Predictive model, primed for growth
Concur
The results of this alignment have had a profound cultural impact on us as well as an impact on revenue,” said Greg Forrest, manager of marketing operations at Concur. “We now have a predictive model and a united team to drive the business every day. 
Greg Forrest
Manager of Marketing Operations
Manager of Marketing Operations
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