Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.

1. Sales and Marketing:
The New Power Couple Has Arrived
Adam Blitzer
GM, Sales Cloud, Salesforce

2. SAFE HARBOR
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3. JU: flexible, giving, gentle
DO: system, path, philosophy
JUDO: flexible system
Height: 2.01 meters
Weight: Unknown
Style: Crouching Tiger
Signature Move: The Flying
Marketer
Sponsors: Wife, son, Pardot
Coach: None needed
Eyes: Brooding
Judoka
Adam Blitzer
STATS

4. THE B2B PLAYBOOK IS BEING REWRITTEN
Marketing Sales

5. TODAY, B2B BUYERS FORGE THEIR OWN PATHS
Marketing
Sales
Marketing
Sales

6. 6
Disconnected teams:
Marketing and Sales silos
Disconnected tools:
Fragmented, hard to access
and use
Disconnected story:
No holistic view of buyer
makes insights elusive
MOST COMPANIES ARE STRUGGLING TO ADAPT

7. 7
MARKETING AND SALES ARE LEFT FEELING LOST
of marketers are
struggling to personalize
customer interactions
of sales reps feel they do not
have the right information
before making a sales call
48%
42%
Source: Forrester Research, Lattice Engines/CSO Insights

8. 8
68%
of companies have
not identified their
sales funnel
79%
of Marketing
leads are never
converted to
Sales
Only 46%
of reps win more
than half of
potential deals
10%
of revenue lost
per year due to
Sales and
Marketing
misalignment
Limited
Visibility
Poor Lead
Quality
Not Enough
Leads
Low Lead
Conversion
Missed
Revenue
Target
Source: Marketing Sherpa/Marketing Sherpa/TAS Group/IDC Group
THE COST OF BEING DISCONNECTED

9. SO, WHAT DOES THIS MEAN FOR MARKETING
AND SALES?
FIND OUT IN…
A TALE OF TWO SUPERHEROS.

10. 10

11. 11
THREE SIMPLE STEPS TO WORLD DOMINATION
World
Domination
in
Three Simple
Steps
HAVE A PLAN GET SOME GADGETS USE THE BAT SIGNAL

12. 12
SALES VS. MARKETING:
ROUND ONE
We missed our
target – we need
more air cover!
We send you tons
of leads. You just
aren’t closing them.

13. 13
TODAY’S KPIs ARE OFTEN MISALIGNED
Show me the
money! Secret Lair
Social Media Strategy
SALES MARKETING

14. 14
WHEN SALES & MARKETING AREN’T IN SYNC
Quick! Our funnel is
under attack!
 Quantity over quality
 Turf wars over attribution
 Marketing is a cost center
 Focus solely on more volume,
neglecting existing pipeline

15. 15
A HAPPY AND HUMMING LIFECYCLE MODEL
Breaking down funnel
barriers means:
 One scorecard for your
business
 Content for each stage
 A lead recycling model
Attention
Attraction
Acquisition
Engagement
Development
Retention
Advocacy
Win-Back
Marketing

16. 16
BROKERING A PEACE TREATY
DEFINE
MQLs and SQLs
together
ESTABLISH
an SLA between teams
REVISIT
Every quarter
Sales Marketing
What’s happening in the
trenches
Market research &
campaign data

17. 17
TWO-FACTOR LEAD QUALIFICATION
 Tracked behavior
 Recency of engagement
 Frequency of engagement
 Content consumption
 Geography
 Industry
 Company Size
 Title
Interest Fit

18. MEANWHILE BACK AT THE SUPER
SECRET RENDEZVOUS POINT…

19. 19
We need more
content. NOW!
You never use it
anyway!
SALES VS. MARKETING:
ROUND TWO

20. 20
MOST CONTENT NEVER GETS USED
“70% of content created by B2B
marketing teams is never used by sales.”
No time to
search, need
to sell!
That’s because content
tends to be…
 Hard to find
 Stale
 Persona-agnostic
 Stage-agnostic
 First-party
Source: SiriusDecisions

21. 21
CREATE A CENTRAL REPOSITORY
One Stop
Shop
Filter by
Type
Filter by
Topic

22. 22
NURTURE YOUR SALES TEAM

23. 23
CONTENT IS A TEAM SPORT
What’s happening in the
trenches
Market research &
campaign data
COLLECT
ideas from Sales.
MAP
assets to your sales cycle.
MEASURE
content performance.
Sales Marketing

24. LET’S CHECK IN ON OUR HEROS.
ARE THEY FEELING THE
ALIGNMENT YET?

25. 25
You aren’t getting
leads to us fast
enough.
You don’t follow
up fast enough!
SALES VS. MARKETING:
ROUND THREE

26. SPEED MATTERS!
-InsideSales.com
“35 - 50% of sales go to the vendor that
responds first.”
Source: InsideSales.com

27. 27
WHY DON’T REPS FOLLOW UP?
Sales Says…
 They don’t know a lead came in
 They are away from their desk
 They are working on more pressing,
“hot” leads
 The lead was a bad fit

28. 28
INTERRUPT YOUR REPS – THEY DON’T MIND!
Recency & context boosts
close rates.
 Push alerts everywhere they work
 Provide behavioral history
 Activity notifications
 Consider specialized teams

29. 29
PUT THE POWER IN THEIR HANDS
Hand over the keys to the
Batmobile.
 Provide customized templates
 Give access to nurturing
campaigns
 Let sales run reports
 Enable collaboration

30. 30
ATTACK FROM ALL ANGLES
What’s happening in the
trenches
Market research &
campaign data
ACT
in the moment.
ENABLE
with marketing-approved
assets.
OPTIMIZE
asset performance.
Sales Marketing

31. 31

32. 32
ALIGNMENT TRANSFORMS BUSINESSES
Pardot customers of all sizes see results at every stage of the sales funnel
+37%
in campaign
effectiveness
+34%
in marketing ROI
+34%
in revenue
Source: Salesforce Pardot Customer Relationship Survey conducted
February 2015 – March 2015 on 460+ customers randomly selected
+38%
in prospect
engagement

33. Q & A

34. THANK YOU