Meagen Eisenberg | VP of Demand Generation
A progressive commitment – the Sales &
Marketing Marriage
@meisenberg @docusign...
DocuSign – Keep Business Digital
Fortune 500
Corporations
Small/Medium
Businesses
Professionals
Everyone
With Partners
Con...
=
Sales & Marketing Alignment is Business Critical
3
Source: SIRIUS DECISIONS
67%
58%+
52%+
basic steps to align
4
#b2bnl
Technology
5
Transparency in
Results
Habitual
Communication
Build
Together
#b2bnl
6
Build together
Buyer’s journey
Content roadmap
Need ->
Learn ->
Evaluate ->
Negotiate ->
Purchase ->
Implement ->
Advocate.
7
#b2bnl
8
Build together
Buyer’s journey
Lead life cycle
Lead scoring
Content roadmap
Lead scoring 1.0: A quick way to assess the
quality of the lead to prioritize who to contact
9
Score Description Marketing...
Proprietary & Confidential 10
Lead scoring 1.0 model
Proprietary & Confidential 11
New lead scoring 2.0 model
12
Algorithmic trading has replaced human trading.
Lead scoring 2.0: Harnessing big data and
scoring for predictive targeting
13
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,...
Predictive targeting
Accounts likely to have specific need in next 90 days
14
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,...
Different contact strategy by segment
15
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Pur...
16
Build together
Buyer’s journey
Lead life cycle
Waterfall metrics
Lead scoring
Content roadmap
Marketing and Sales waterfall
17
Source: SiriusDecisions
Inquiries
A raw response, or hand-raiser to an outbound marketing...
18
Transparency in Results
What spend worked and what did not?
19
Partner with sales in a habitual way
Be creative
Pilot
Value proposition Executive support
Onboarding
Training
Sales fl...
Sales flash for demand gen programs and context
20
#b2bnl
21
Technology
Have better conversations with 360 degree view
of digital body language
22
• Web Activity
• Form Activity
• Email Activity...
Engage with sales-ready contacts
23
Quickly access
pre-built email
templates created
by marketing
Earn a progressive commitment from Sales
@meisenberg
24
More Sales Efficiencies?
Download DocuSign
Technology
Transparency...
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A progressive commitment – the sales and marketing marriage (Meagen Eisenberg)

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The successful marriage of sales and marketing derives from a progressive commitment around building the relationship together, transparency in results and habitual communication. Marketing technologies are transforming marketing and sales by delivering the platform, necessary efficiencies and innovation to sustain and accelerate the relationship. Whether you are embarking on a relationship or need to renew your vows, walk away with actionable partnering techniques.

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A progressive commitment – the sales and marketing marriage (Meagen Eisenberg)

  1. 1. Meagen Eisenberg | VP of Demand Generation A progressive commitment – the Sales & Marketing Marriage @meisenberg @docusign #b2bnl
  2. 2. DocuSign – Keep Business Digital Fortune 500 Corporations Small/Medium Businesses Professionals Everyone With Partners Consumer to Enterprise Across Verticals Across Departments Around the World Into Different Roles CEOs, CIOs, CXOs, LOBs Financial Services High TechHealthcare Credit Unions Real Estate Insurance Public Sector  Sales  HR  Finance  IT/Operations  Legal  Marketing  Facilities  Support  Procurement  Product Management
  3. 3. = Sales & Marketing Alignment is Business Critical 3 Source: SIRIUS DECISIONS 67% 58%+ 52%+
  4. 4. basic steps to align 4 #b2bnl
  5. 5. Technology 5 Transparency in Results Habitual Communication Build Together #b2bnl
  6. 6. 6 Build together Buyer’s journey Content roadmap
  7. 7. Need -> Learn -> Evaluate -> Negotiate -> Purchase -> Implement -> Advocate. 7 #b2bnl
  8. 8. 8 Build together Buyer’s journey Lead life cycle Lead scoring Content roadmap
  9. 9. Lead scoring 1.0: A quick way to assess the quality of the lead to prioritize who to contact 9 Score Description Marketing Action A4 The right prospect, but no interest. Priority, but may need specific "why now" messaging. B1 Good fit and very interested. Send to sales queue for follow-up. C1 Not the ideal prospect, but very interested. Will they ever be a good fit? Continue to nurture. D4 Wrong fit. No interest. Fulfill request and segment out. Explicit = Profile fit Of Prospect Scale: A, B, C or D Implicit = Level of Engagement or Interest Scale: 1 - 4
  10. 10. Proprietary & Confidential 10 Lead scoring 1.0 model
  11. 11. Proprietary & Confidential 11 New lead scoring 2.0 model
  12. 12. 12 Algorithmic trading has replaced human trading.
  13. 13. Lead scoring 2.0: Harnessing big data and scoring for predictive targeting 13 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Average
  14. 14. Predictive targeting Accounts likely to have specific need in next 90 days 14 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Predicted Average Highest Probability Segment
  15. 15. Different contact strategy by segment 15 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 PurchaseProbability Accounts Predicted Average Engage via Sales Nurture 20%0% 40% 60% 80% 100%
  16. 16. 16 Build together Buyer’s journey Lead life cycle Waterfall metrics Lead scoring Content roadmap
  17. 17. Marketing and Sales waterfall 17 Source: SiriusDecisions Inquiries A raw response, or hand-raiser to an outbound marketing program; relatively little is known about the prospect at this point. (A-D lead score or no score at all) Marketing Qualified Leads (MQLs) A lead – by way of definition and service-level agreement – that is deemed “ready” for Sales to work. (Lead score contains A or B) Sales Qualified Leads (SQLs) SQL = Opportunity; A lead that has evolved into an opportunity, one that is deemed “pipeline quality” by the organization. (Lead Status = 5 – Created Opportunity, Opportunity: Stage = All) Closed/Won Business An opportunity that has come to fruition. (Account type = customer) Sales Accepted Leads (SALs) A lead that has been formally accepted by Sales; when this occurs, Sales is compelled to work the lead in a given time frame. (Rating = Qualified, Lead Status = 2-1st attempt - 4-3rd attempt, Working, or 9-Closed - Lost to Competitor)
  18. 18. 18 Transparency in Results What spend worked and what did not?
  19. 19. 19 Partner with sales in a habitual way Be creative Pilot Value proposition Executive support Onboarding Training Sales flash Feedback loop
  20. 20. Sales flash for demand gen programs and context 20 #b2bnl
  21. 21. 21 Technology
  22. 22. Have better conversations with 360 degree view of digital body language 22 • Web Activity • Form Activity • Email Activity • Search Activity… All in one place
  23. 23. Engage with sales-ready contacts 23 Quickly access pre-built email templates created by marketing
  24. 24. Earn a progressive commitment from Sales @meisenberg 24 More Sales Efficiencies? Download DocuSign Technology Transparency in Results Habitual Communication Build Together #b2bnl

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