Customers crave information. They have already researched their problem and the possible solutions before they speak to your sales team. Connect the dots between your marketing campaigns and customer research. Reach customers faster and educate them earlier. According to SiriusDecisions, a leading sales and marketing analyst firm, as much as 70% of the buying cycle may be self-directed and completed prior to sales engagement. Connecting your marketing and sales teams to educate, capture and nurture leads is more important than ever in this age of self-service buying habits. In this webinar, we will discuss the art and science of campaign management and how to build a technology platform to execute these campaigns seamlessly between marketing and sales. If your organization seeks to improve customer reach and experience; campaign transparency; and sales and marketing alignment, don’t miss this presentation! Featured Speakers Scott Taback (host) joined Highland Solutions in 2012 as Vice President of Business Development, where he is responsible for establishing new revenue generation opportunities through strategic partnership development and management. He is also charged with leading Highland's inbound marketing team, driving value from the company's online presence. Kevin Miller is the Vice President of Solution Strategy at Salesfusion and a 23-year veteran of marketing services, marketing technology, and marketing software. Miller has been a thought leader in the B2B marketing automation space since its inception.

1. Lead to Close: Aligning Sales and Marketing
Scott Taback, Vice President of
Business Development
Kevin Miller, Vice President of
Solution Strategy

2. Poll: Are you using marketing automation?
 Yes, and we are happy with our platform
 Yes, but we see room for improvement
 We do not use marketing automation
 We are currently researching marketing automation platforms
 We are interested in learning about marketing automation

3. “Sales folks can no longer simply act as
hunters; they have to act as Fishermen.
They have to study where their best
prospects live, they have to discover
which kind of bait attracts certain
prospects, and they have to learn what
tactics to use as a hook.”
-- Suresh Vittal, VP and Principal Analyst at Forrester Research 

4. “80% of the time, better and more
predictable lead generation is the key to
unlocking faster, predictable growth.”
--Aaron Ross, author of Predictable Revenue

5. Buyers and the buying cycle
have changed.

6.  Define your target, offering.
− study your business’ trends
− ask: “Why do your clients buy from you?”
 Find a source of data.
‾ Big data is out there—find it!
 Architect inbound and outbound marketing game plan.
 Utilize tools to obtain contacts.
− ex. Linkedin Sales Navigator, D&B, Sugar, Salesfusion
 Email contacts and include a relevant call to action.
− referrals, collateral, value-add content
 Observe prospect behavior and follow-up.
Your First Campaign

7. create a system of automation

8. C-levels see the severe
disconnect that exists
between marketing and
sales. Marketing
automation platforms
(MAP) drive deeper
alignment between sales
and marketing teams.
The social web reduces
the power of the
traditional sales team.
Marketing automation
platforms are now
Integrating online
channels (email, social,
PPC, blog, etc.)
Sales should work in a
clean CRM with leads
pushed through from a
robust Marketing
Automation platform.
Thorough integration of
MAP and CRM.
Buyer control is shifting
due to online research.
Marketing automation
supports the movement
away from bulk email
blasts toward nurture-
based marketing
programs.
Sales and Marketing Landscape

9. Traditional CRM
Manage sales
activities and tasks
Manage a pipeline/forecast Manage a sales process
(opportunity stages)
Manage post-sales client
relationships
(service/support)
CRM systems are fundamentally designed to manage the selling process

10. CRM and the Buyer Journey
CRM is designed to manage and assist with
the engagement and purchase decision
phases of the buyer journey.
As much as 70% of the buyer’s journey
may be completed prior to sales
engagement.
Unless sales can engage earlier in the
journey, they are operating at a
disadvantage.
CRM systems, in their current state, cannot
help sales prior to “engagement”.

11. MAP CRM
Owns
● Discover
● Evaluate
Shares
● Qualify
Owns
● Engage
● Close
Shares
● Qualify
Unifying the two funnels

12. Unifying the two funnels
MAP CRMQualify
Lead Scoring, Lead Routing, Nurture Programs

13. Understanding Lead Flow
Lead
Capture MAP
Inbound
Leads
Corp
Website
Nurture Programs
CRM

14. Poll: Please describe your current CRM status.
 We use CRM and are happy with our system
 We use CRM and are unhappy with our system
 We recently implemented CRM but see room for improvement
 We are evaluating CRM and are motivated to implement a solution
 We are interested in learning more about CRM

15. Poll: Please describe your current CRM status.
 We use CRM and are happy with our system
 We use CRM and are unhappy with our system
 We recently implemented CRM but see room for improvement
 We are evaluating CRM and are motivated to implement a solution
 We are interested in learning more about CRM