Sales and MarketingAlignmentT. Baxter DenneyManager, Database Marketing
©2011 Citrix Online, LLC  All rights reserved.
Marketing & Sales140%130%120%110%                                                              Leads100%                  ...
©2011 Citrix Online, LLC  All rights reserved.
©2011 Citrix Online, LLC  All rights reserved.
100,000     Inquiries             Marketing60,000              Qualified            Leads (MQL)30,000           Sales     ...
©2011 Citrix Online, LLC  All rights reserved.
100 90 80 70 60 50                                                    Good Guys 40                                        ...
Marketing & Sales                         Bookings140%130%120%110%100%90%80%70%        Q1          Q2                     ...
©2011 Citrix Online, LLC  All rights reserved.
Sales & Marketing Alignment ProjectsMarketing Qualified Lead Criteria – DatabaseMarketingSales Enablement Tools – Sales ...
©2011 Citrix Online, LLC  All rights reserved.
©2011 Citrix Online, LLC  All rights reserved.
©2011 Citrix Online, LLC  All rights reserved.
©2011 Citrix Online, LLC  All rights reserved.
©2011 Citrix Online, LLC  All rights reserved.
Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation
Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation
Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation
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Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation

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This is the presentation from Baxter Denney's presentation on Sales & Marketing Alignment at the Altamont Group's December 2011 "Total Customer Management" conference in San Francisco.

Published in: Business, Technology
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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.
  • Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation

    1. 1. Sales and MarketingAlignmentT. Baxter DenneyManager, Database Marketing
    2. 2. ©2011 Citrix Online, LLC All rights reserved.
    3. 3. Marketing & Sales140%130%120%110% Leads100% Bookings90%80%70% Q1 Q2 Q3 Q4 ©2011 Citrix Online, LLC All rights reserved.
    4. 4. ©2011 Citrix Online, LLC All rights reserved.
    5. 5. ©2011 Citrix Online, LLC All rights reserved.
    6. 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. 7. ©2011 Citrix Online, LLC All rights reserved.
    8. 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. 9. Marketing & Sales Bookings140%130%120%110%100%90%80%70% Q1 Q2 Q3 Q4 ©2011 Citrix Online, LLC All rights reserved.
    10. 10. ©2011 Citrix Online, LLC All rights reserved.
    11. 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. 12. ©2011 Citrix Online, LLC All rights reserved.
    13. 13. ©2011 Citrix Online, LLC All rights reserved.
    14. 14. ©2011 Citrix Online, LLC All rights reserved.
    15. 15. ©2011 Citrix Online, LLC All rights reserved.
    16. 16. ©2011 Citrix Online, LLC All rights reserved.
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