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Sales, Meet Your New BFF: Growth Marketing

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This is the true story of two teams who decided to find a way to be better together than they could be apart. So, how did sales development and growth marketing align and learn to shine together? Join us for a fascinating tale of how these two groups became BFFs, including the mistakes they made along the way, and the key tactics that ultimately led to cross-functional harmony. You'll walk away with easy-to-implement strategies to combine powers and start winning more deals together.
Created by Dalton Gilgor & Julia Bersin.

Published in: Sales
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Sales, Meet Your New BFF: Growth Marketing

  1. 1. Sales, Meet Your New BFF: Growth Marketing Dalton Gilgor & Julia Bersin
  2. 2. Julia Bersin Sr. Manager, Demand Gen Who are we? Dalton Gilgor Account Development Manager
  3. 3. What is Guru? Guru is a knowledge network that brings reps the right content, in the right format, at the right moment -- all in real time. By eliminating the need to search, Guru helps sales teams shorten sales cycles, increase win rates, and maximize productivity.
  4. 4. Thank you! We appreciate your time. A lot.
  5. 5. Why are we here? To demonstrate how building a strong friendship between your sales and marketing teams can help you: ● Create Better Prospect Experiences ● Run Campaigns that Convert ● Close More Business $$$$ (and become real-life BFFs <3)
  6. 6. We weren’t always BFFs...
  7. 7. Where we were in 2018... Sales August 2018 ● Existing, growing function ● Based in Philadelphia ● Goal: meetings from outbound programs Growth Marketing August 2018 ● Brand new function ● Based in San Francisco ● Goal: ramp up inbound programs DaltonJulia
  8. 8. 3 Key Challenges That put our friendship to the test
  9. 9. Challenge #1 Prospect Experience Dalton ABM / Email Marketing Julia ● Marketing has great content that needs to be shared ● I’m trying to help you! ● Sales had first touch ● Frustrated with unsubscribes ● No clarity around what Marketing was sending out Solution! Marketing Guru Calendar, HubSpot privileges, Meetings and 1:1s
  10. 10. Challenge #1 Prospect Experience Solution! Marketing Guru Calendar, HubSpot privileges, Meetings and 1:1s
  11. 11. Challenge #2 Campaigns that Convert Field Marketing DaltonJulia ● Ramp up 4-6 events per month ● Spending $$$ ● Follow-up wasn’t happening ● Operations wasn’t set up correctly ● Team operating on outbound Solution! Slack channels, Guru cards, Julia attending ADR meetings, Rev. ops system changes
  12. 12. Challenge #2 Campaigns that Convert Solution! Slack channels, Guru cards, Julia attending ADR meetings, Rev. ops system changes
  13. 13. Challenge #3 Close More Business Demo Request Process DaltonJulia ● Ramped demo requests 3x YoY ● Put resources towards this ● Frustrated about low conversion rate ● Frustrated by manual process ● Routing messed up ● Ownership Solution! Elevating to exec in Pipeline Meeting; within the month our conversion rate doubled & closed big brands Stripe & Github
  14. 14. Challenge #3 Close More Business Julia Solution! Elevating to our pipeline meeting with Sales & Marketing exec team; within the month our conversion rate doubled & closed big brands Stripe & Github
  15. 15. Review Being BFFs leads to success!!!** ● Create Better Prospect Experiences ● Run Campaigns that Convert ● Close More Business $$$ ** you can’t hate someone once you know their uncle’s daughter’s dog’s middle name… you just can’t.
  16. 16. Other Communication Boosters
  17. 17. Thank you! We appreciate your time. A lot.

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