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SDR and Marketing Alignment: Coordinating GTM Strategy

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Learn how to work collaboratively with your marketing organization to reduce redundancy, maximize touches, and increase transparency in support of your organizations GTM strategy.

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SDR and Marketing Alignment: Coordinating GTM Strategy

  1. 1. ©2008–18 New Relic, Inc. All rights reserved Coordinating SDR and Marketing Messaging for ABM Mya James
  2. 2. ©2008–18 New Relic, Inc. All rights reserved My passions translated into Real Life BUILD ⚫ NURTURE ⚫ GROW Mya James
  3. 3. ©2008–18 New Relic, Inc. All rights reserved 3 Account Executive (Inside Sales) Started when I was 19 years old. Obviously knew everything. Student. 5 years learning and growing. . SDR, Sales Engineer, Sales Manager Fell in love with data. Fell in love with top of funnel metrics. Fully began to understand the power of the 80/20 rule. Sales Operations/Marketing Operations Built an awesome sales operations team. Partnered closely with marketing ops. Became queen of the SDRs. Did lots of cool things with some of my closest friends. SOPs PM, SOPs Generalist Implemented new systems, managed pricing changes, managed the SDR team, created territories, created ROE, compensation planning, enablement, all the SOPs things. U S - C A N A P A C E M E A Head of Marketing Operations Charter: Global Inside Sales Alignment -Measure & increase contribution to pipeline -Create scalable and repeatable processes Current State Future State Clear roles and responsibilities Persona and tier based playbooks Standardized metrics and KPIs C S A E S D R That was then…... This is now But who are you…...really...
  4. 4. ©2008–18 New Relic, Inc. All rights reserved GTM Strategy 4 GROW Land Strategic Customers EXPAND Increase footprint in top accounts CHURN Eliminate churn in our top accounts Where SDR/BDR’s Play
  5. 5. ©2008–18 New Relic, Inc. All rights reserved Team Charter 5 Create incremental pipeline and demand in high value greenfield accounts. Increases incremental pipeline and demand in install base and greenfield accounts SDR CSAE ● Prospecting ● Qualifying leads and potential opportunities ● Whitespace account plans ● Prospecting ● Qualify leads and potential opportunities Service Catalog by Territory Type Prospecting Appointment Setting Create Whitespace Account Plans TT1 TT2 TT3 TT4 TT5 GROW Land Strategic Customers EXPAND Increase footprint in top accounts CHURN Eliminate churn in our top accounts
  6. 6. ©2008–18 New Relic, Inc. All rights reserved Challenge 6 700K emails sent per week 4 no. of teams sending emails 200 no. of people sending regular email communication 4 no. of tools sending emails IMPACT TO SDRS ● SDRs were very email focused, effecting the number of dials ● Frustration due to messaging overlap ● Poor visibility into what’s being sent to prospects
  7. 7. ©2008–18 New Relic, Inc. All rights reserved Organize your company’s messaging strate 7 STEP 1 Understand Current State STEP 2 Document your findings and strategy moving forward STEP 3 Planning Calendar STEP 4 Communication Feedback STEP 5 Measure and Enforce Adoption
  8. 8. ©2008–18 New Relic, Inc. All rights reserved 8 But Then What? How Do You Really Partner
  9. 9. ©2008–18 New Relic, Inc. All rights reserved Building Joint Multi-Touch Cadences 9 STEP 1 Joint Understanding of the goal STEP 2 Rally behind a single program and target list STEP 3 Create messaging (Yes! Together) STEP 4 Build out your cadence STEP 5 Launch Measure Iterate
  10. 10. ©2008–18 New Relic, Inc. All rights reserved 10 STEP 1 Joint Understanding of the goal STEP 2 Rally behind a single program and target audience STEP 3 Create messaging (Yes! Together) STEP 4 Build out your cadence STEP 5 Launch Measure Iterate Generate x amount of pipeline in our target accounts What is the goal Guess what? You likely already have the same goal. Marketings success is in large part dependent on SDRs and SDR’s success is in large part dependent on Marketing.
  11. 11. ©2008–18 New Relic, Inc. All rights reserved 11 STEP 1 Joint Understanding of the goal STEP 2 Rally behind a single program and target audience STEP 3 Create messaging (Yes! Together) STEP 4 Build out your cadence STEP 5 Launch Measure Iterate Be thoughtful, choose a program inline with GTM strategy Don’t boil the ocean. Pick one program at a time Consider technology. Where will the target list live for marketing and sales DOCUMENT IT
  12. 12. ©2008–18 New Relic, Inc. All rights reserved 12 STEP 1 Joint Understanding of the goal STEP 2 Rally behind a single program and target audience STEP 3 Create messaging (Yes! Together) STEP 4 Build out your cadence STEP 5 Launch Measure Iterate Email Templates In App Messaging Hard Copy Mailers Clear Call to Action SDR Talk Tracks Persona Cheat Sheets Objection handling
  13. 13. ©2008–18 New Relic, Inc. All rights reserved STEP 1 Joint Understanding of the goal STEP 2 Rally behind a single program and target audience STEP 3 Create messaging (Yes! Together) STEP 4 Build out your cadence STEP 5 Launch Measure Iterate Step Date Owner Technology Copy/Resources Hard Copy Mailer Sept 1 Marketing USPS Link Email Follow-Up 1 Sept 3 Marketing Marketo Link Phone Call Sept 5 SDR Phone Link High Touch Email Sept 7 SDR SalesLoft Link
  14. 14. ©2008–18 New Relic, Inc. All rights reserved 14 STEP 1 Joint Understanding of the goal STEP 2 Rally behind a single program and target audience STEP 3 Create messaging (Yes! Together) STEP 4 Build out your cadence STEP 5 Launch Measure Iterate Suppress target audience from other marketing campaigns/sdr cadences Upload templates and contacts ahead of launch date Measure opens, clicks, connects, conversions, and make changes in real time. MAKE IT A BIG DEAL
  15. 15. ©2008–18 New Relic, Inc. All rights reserved MAKE IT A BIG DEAL DOCUMENT CADENCES MESSAGING WORKSHOPS One Team. One Goal. MEET OFTEN RECAP 15 This won’t be easy. Lot’s of opinions. Will be worth it. Keep everyone of the same page Drive accountability Reuse! Have a kick off meeting Send daily emails Celebrate wins

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