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Sales and Marketing: The New Power Couple Has Arrived

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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.

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Sales and Marketing: The New Power Couple Has Arrived

  1. 1. Sales and Marketing: The New Power Couple Has Arrived Adam Blitzer GM, Sales Cloud, Salesforce
  2. 2. SAFE HARBOR Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 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. 4. THE B2B PLAYBOOK IS BEING REWRITTEN Marketing Sales
  5. 5. TODAY, B2B BUYERS FORGE THEIR OWN PATHS Marketing Sales Marketing Sales
  6. 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. 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. 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. 9. SO, WHAT DOES THIS MEAN FOR MARKETING AND SALES? FIND OUT IN… A TALE OF TWO SUPERHEROS.
  10. 10. 10
  11. 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. 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. 13 TODAY’S KPIs ARE OFTEN MISALIGNED Show me the money! Secret Lair Social Media Strategy SALES MARKETING
  14. 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. 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. 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. 17 TWO-FACTOR LEAD QUALIFICATION  Tracked behavior  Recency of engagement  Frequency of engagement  Content consumption  Geography  Industry  Company Size  Title Interest Fit
  18. 18. MEANWHILE BACK AT THE SUPER SECRET RENDEZVOUS POINT…
  19. 19. 19 We need more content. NOW! You never use it anyway! SALES VS. MARKETING: ROUND TWO
  20. 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. 21 CREATE A CENTRAL REPOSITORY One Stop Shop Filter by Type Filter by Topic
  22. 22. 22 NURTURE YOUR SALES TEAM
  23. 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. 24. LET’S CHECK IN ON OUR HEROS. ARE THEY FEELING THE ALIGNMENT YET?
  25. 25. 25 You aren’t getting leads to us fast enough. You don’t follow up fast enough! SALES VS. MARKETING: ROUND THREE
  26. 26. SPEED MATTERS! -InsideSales.com “35 - 50% of sales go to the vendor that responds first.” Source: InsideSales.com
  27. 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. 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. 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. 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. 31
  32. 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. 33. Q & A
  34. 34. THANK YOU

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