0
Closing the Sales
and Marketing Gap
Collaboration Drives Success
Introductions
Derek	
  Grant	
  @DerekGrant	
  
Director	
  of	
  Sales,	
  Pardot	
  
Casey	
  Cheshire	
  @CaseyChesh	
 ...
Why does it feel like this…
… instead of this?
Agenda
•  Instructions
•  Agenda
•  Misalignment Stories
•  The Six
•  Conclusion
•  Q&A
Does this sound familiar?
A Cold War
Marketing automation
provides a jumpstart to
alignment by
connecting your sales
and marketing
systems.
6 Strategies to Increase
Sales and Marketing
Alignment
Using Automation
(Re)Align Goals
Strategy 1:
We’re all in this together
•  Marketing enables Sales
•  Sales secures marketing
spend
Stop Competing & Align Goals
On Funnels & Pipes
Split Pipelines
•  Marketing goals are driven by
volume
•  Sales goals are driven by
revenue
The Handof...
Where The Model Breaks Down
Marketing
•  Generate lots of leads
•  Send most to sales
•  Limited qualification
•  Geograph...
Where The Model Breaks Down
Sales
•  High volume of names = #FAIL
•  Cycles spent “looking for a
needle in haystack”
•  Sa...
Use a Single Funnel
•  Create a Single view
•  Unified “scorecard”
•  Waterfall model
•  Easy measurement
•  Alignment wit...
Start Talking
Strategy 2:
Make Sure Sales Knows About
the Awesomeness
Marketing, Meet Sales
Sales Likes
•  Long walks on the beach
•  Qualified Leads
•  Pina Coladas
•  Campaigns that move peo...
Establish a Weekly Cadence
•  Review Metrics
•  Number of assigned leads
•  Number committed to pipeline
•  Disqualified
•...
Broker Peace With Agreements
Specify how quickly sales should connect with a lead
•  First contact wins 78% of the time
• ...
Create Content That
Moves
Strategy 3:
Content is More Than
Conversion Bait
What’s	
  my	
  
purpose	
  in	
  life?	
  
Map Content To The Sales Cycle
Top of Funnel – Lead Generation
•  White Papers
•  Data Sheets
•  Webinars / Recorded Webin...
Map Content To The Sales Cycle
Collaborate on
Grading
Strategy 4:
Ask Sales about their ideal
prospect, they talk to them all day!
Grading: Consult & Update
•  Competitive advantage
•  Assists Sales in Optimizing time
•  Sales: “My ideal prospect is:”
•...
Don’t Hoard,
Empower
Strategy 5:
Don’t Hoard, Empower
•  Integrate with CRM
•  Display Prospect Activity
•  Enable Sales Selected
Lists (& Drips)
Wiretap
Strategy 6:
Wiretap Your Sales Team
Priceless communication:
•  First MQL Contact
•  Demos & Questions
•  Final Calls
Getting the insi...
Putting It All
Together
Final Thoughts on The Seven Tips
1.  (Re)align Goals – Create a single funnel
2.  Start Talking – Hold a weekly touchbase
...
Questions?
Thank You!
Closing the Sales to Marketing Gap
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Closing the Sales to Marketing Gap

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When marketing and sales are in lockstep, your revenue soars. Hear from experts on both sides of the sales and marketing fence, and learn best practices for closing the gap with the help of marketing automation.

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Transcript of "Closing the Sales to Marketing Gap"

  1. 1. Closing the Sales and Marketing Gap Collaboration Drives Success
  2. 2. Introductions Derek  Grant  @DerekGrant   Director  of  Sales,  Pardot   Casey  Cheshire  @CaseyChesh   Chief  Awesome  Officer,  Cheshire  Impact  
  3. 3. Why does it feel like this…
  4. 4. … instead of this?
  5. 5. Agenda •  Instructions •  Agenda •  Misalignment Stories •  The Six •  Conclusion •  Q&A
  6. 6. Does this sound familiar?
  7. 7. A Cold War
  8. 8. Marketing automation provides a jumpstart to alignment by connecting your sales and marketing systems.
  9. 9. 6 Strategies to Increase Sales and Marketing Alignment Using Automation
  10. 10. (Re)Align Goals Strategy 1:
  11. 11. We’re all in this together •  Marketing enables Sales •  Sales secures marketing spend Stop Competing & Align Goals
  12. 12. On Funnels & Pipes Split Pipelines •  Marketing goals are driven by volume •  Sales goals are driven by revenue The Handoff •  Marketing sends “qualified leads” to the beginning of sales process Dualism is difficult •  High lead volume isn’t inherently a “good thing” Marke@ng   Inquiry   Lead   Sales   Qualified   Opps   Won   1,000   850   40   5   1  
  13. 13. Where The Model Breaks Down Marketing •  Generate lots of leads •  Send most to sales •  Limited qualification •  Geography •  Title / Department •  Revenue Marke@ng   Inquiry   Lead   1,000   850  
  14. 14. Where The Model Breaks Down Sales •  High volume of names = #FAIL •  Cycles spent “looking for a needle in haystack” •  Sales focuses on “low hanging fruit” •  Neglect longer term prospects •  Low conversion rates on marketing-sourced leads Sales   Qualified   Opps   Won   850   40   5   1  
  15. 15. Use a Single Funnel •  Create a Single view •  Unified “scorecard” •  Waterfall model •  Easy measurement •  Alignment with the ultimate goal – driving revenue for our company Prospect   MQL   SAL   SQL   Opps   Won  
  16. 16. Start Talking Strategy 2:
  17. 17. Make Sure Sales Knows About the Awesomeness
  18. 18. Marketing, Meet Sales Sales Likes •  Long walks on the beach •  Qualified Leads •  Pina Coladas •  Campaigns that move people through the buying cycle What they can share: •  Prospect pain points •  Friction points in the sale •  Competitive intel
  19. 19. Establish a Weekly Cadence •  Review Metrics •  Number of assigned leads •  Number committed to pipeline •  Disqualified •  Number and reason •  Strong channels for closed/won opportunities •  Where are the best leads coming from? •  How do we get more?
  20. 20. Broker Peace With Agreements Specify how quickly sales should connect with a lead •  First contact wins 78% of the time •  Easier to connect quickly
  21. 21. Create Content That Moves Strategy 3:
  22. 22. Content is More Than Conversion Bait What’s  my   purpose  in  life?  
  23. 23. Map Content To The Sales Cycle Top of Funnel – Lead Generation •  White Papers •  Data Sheets •  Webinars / Recorded Webinars Middle of Funnel – Building Credibility •  Case Studies •  Content (Blog posts, infographics, etc.) Bottom of Funnel – Removing Risk or ROI focused •  Success Stories / Testimonial Videos •  Executive Value Guide •  ROI Calculator
  24. 24. Map Content To The Sales Cycle
  25. 25. Collaborate on Grading Strategy 4:
  26. 26. Ask Sales about their ideal prospect, they talk to them all day!
  27. 27. Grading: Consult & Update •  Competitive advantage •  Assists Sales in Optimizing time •  Sales: “My ideal prospect is:” •  Role •  Industry •  Geography •  Revenue •  Other?
  28. 28. Don’t Hoard, Empower Strategy 5:
  29. 29. Don’t Hoard, Empower •  Integrate with CRM •  Display Prospect Activity •  Enable Sales Selected Lists (& Drips)
  30. 30. Wiretap Strategy 6:
  31. 31. Wiretap Your Sales Team Priceless communication: •  First MQL Contact •  Demos & Questions •  Final Calls Getting the inside scoop: •  Go through new sales training •  Read the Sales Playbook •  Attend sales meetings
  32. 32. Putting It All Together
  33. 33. Final Thoughts on The Seven Tips 1.  (Re)align Goals – Create a single funnel 2.  Start Talking – Hold a weekly touchbase 3.  Create Content that Moves – Map content to stages 4.  Collaborate on Grading – Confirm ideal prospect 5.  Don’t Hoard, Empower – Enable CRM Lists 6.  Wiretap – Sit in on sales calls
  34. 34. Questions?
  35. 35. Thank You!
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