Baxter Denney's Sales & Marketing Alignment Presentation at Total Customer Management Conference

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Baxter Denney (of Marketologist) presents a case study from on Sales & Marketing Alignment at the Altamont Group's Total Customer Management Conference in San Francisco.

Baxter Denney (of Marketologist) presents a case study from on Sales & Marketing Alignment at the Altamont Group's Total Customer Management Conference in San Francisco.

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  • HBR has an article titled “ending the war between sales & marketing” where they defined 4 stages: undefined, defined, aligned, and integrated.We felt we were in the “defined” bucket: we have rules for preventing disputes, share common language for leads, etc, and use meetings to clarify mutual expectationsTo get to “aligned” HBR suggests establishing regular meetings, define who should be consulted on which decisions, and create oppty’s for sales and marketing to collaborateThe major friction usually is economic, but can be cultural. Ours was the former, as you can tell from this slide.

Transcript

  • 1. Sales and MarketingAlignmentT. Baxter DenneyManager, Database Marketing
  • 2. ©2011 Citrix Online, LLC All rights reserved.
  • 3. Marketing & Sales140%130%120%110% Leads100% Bookings90%80%70% Q1 Q2 Q3 Q4 ©2011 Citrix Online, LLC All rights reserved.
  • 4. ©2011 Citrix Online, LLC All rights reserved.
  • 5. ©2011 Citrix Online, LLC All rights reserved.
  • 6. 100,000 Inquiries Marketing60,000 Qualified Leads (MQL)30,000 Sales Accepted Leads (SAL) 5,000 Sales Qualified Leads (SQL) 2,000 Closed Won ©2011 Citrix Online, LLC All rights reserved.
  • 7. ©2011 Citrix Online, LLC All rights reserved.
  • 8. 100 90 80 70 60 50 Good Guys 40 Bad Guys 30 20 10 0 Inquiries MQL SAL SQL $ ©2011 Citrix Online, LLC All rights reserved.
  • 9. Marketing & Sales Bookings140%130%120%110%100%90%80%70% Q1 Q2 Q3 Q4 ©2011 Citrix Online, LLC All rights reserved.
  • 10. ©2011 Citrix Online, LLC All rights reserved.
  • 11. Sales & Marketing Alignment ProjectsMarketing Qualified Lead Criteria – DatabaseMarketingSales Enablement Tools – Sales OperationsRevise Lead Forms – Web DevelopmentSales Survey – Customer InsightsData Append – Sales Operations / CRMEnhanced Reporting – Marketing Operations
  • 12. ©2011 Citrix Online, LLC All rights reserved.
  • 13. ©2011 Citrix Online, LLC All rights reserved.
  • 14. ©2011 Citrix Online, LLC All rights reserved.
  • 15. ©2011 Citrix Online, LLC All rights reserved.
  • 16. ©2011 Citrix Online, LLC All rights reserved.