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Dgr lls16 everstring-final_deck

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Increasing self-directed buyer behavior means that sales depends on marketing more than ever before. And now marketing is tasked with bringing in net-new quality leads at the top of the funnel. Learn how Everstring approached the age-old battle to align sales and marketing for record-breaking results at #LLS16: http://dg-r.co/2aMIf0V

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Dgr lls16 everstring-final_deck

  1. 1. #LLS16 Al and Peggy Bundy Syndrome: How to Combat Sales and Marketing Misalignment to Maximize Conversions SPONSORED BY:
  2. 2. #LLS16 Follow This Webinar On Twitter #LLS16 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney Everstring: @everstring Leticia Rodriguez: @everstring Matt Amundson: @mattya56
  3. 3. #LLS16 From TOFU to MOFU to BOFU to Close www3.demandgenreport.com/lls16
  4. 4. #LLS16 About Demand Gen Report • Tracking strategies and solutions in lead generation and marketing technology since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
  5. 5. #LLS16 Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #LLS16
  6. 6. #LLS16 Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Matt Amundson Director of Sales Development Everstring @mattya56 Leticia Rodriguez Marketing Programs Manager Everstring @everstring
  7. 7. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Why Are We Here?  How to spot the symptoms of misalignment  Tactics for aligning priorities around the right target audience  How to structure the team for top-of-the- funnel success  Increasing efficiencies of sales and marketing by putting time and money toward the most likely to convert prospects 7
  8. 8. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY How to Spot the Symptoms of Misalignment #1 He said, she said  Sales: marketing gives us bad leads  Marketing: sales never follows up on what we give them #2 Lack of trust  Sales: marketing doesn’t know what they’re doing  Marketing: sales is selling something we don’t market, they don’t listen to the message 8
  9. 9. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY How to Spot the Symptoms of Misalignment #3 Metrics don’t add up  What are the actual numbers?  Misaligned expectation points  Sales and marketing report on different numbers  Is your SDR team in the right spot? Find what works for you  Not sharing numbers 9
  10. 10. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY 10 #4 THE BIG ONE
  11. 11. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY How to Spot the Symptoms of Misalignment 11
  12. 12. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY How to Spot the Symptoms of Misalignment 12 Why does this happen?  Everything – anecdotal, lack of trust, bad metrics  Bad leads  Poor sales follow up  Bad messaging  Bad reporting on both sides  Misaligned expectations  Ego  Compensation differences
  13. 13. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Tactics for Aligning Priorities Breaking the silo with questions  Why are we doing this?  What are our goals?  Did we achieve it?  What did we miss?  How do we improve? 13
  14. 14. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Tactics for Aligning Priorities Align through communication  Have regularly scheduled meetings  “We”, “Our”, “Team”  Before, during and after  OVERCOMMUNICATE!  Create a highly visible dashboard in SFDC 14
  15. 15. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Tactics for Aligning Priorities Team Goals, Team Rewards  From revenue goals, to attendees at a lunch and learn, every program needs goals  Make goals as visible as possible  Everyone deserves a role  Everyone succeeds when the goal is met  Reward the ENTIRE team for a job well done 15
  16. 16. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success 16
  17. 17. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success  Include sales in brainstorms and planning meetings  Campaign kick off meetings 17
  18. 18. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success Self-service Tools  Uberflip  Access to content in self-service fashion  Customize with the account name  Can use for marketing and sales outreach  Include a group of relevant assets 18
  19. 19. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success Self-service Tools  Marketing Calendar  Publish to sales teams  Update in real time  Quarterly plans  High level overview establishes trust  “Here are our goals and here is how we’re going to achieve them” 19
  20. 20. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success 20
  21. 21. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success Marketing Responsibilities  Our organizational alignment mirrors their organizational alignment  Allows for a better allotment of time and resources  Someone dedicated will better understand the specific sales group and their needs 21
  22. 22. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success Sales Responsibilities  Trust the marketer, trust the message  Communicate with marketing – let us know if what you’re hearing is different than what we’re putting out there  Drive your own enablement 22
  23. 23. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success Total addressable markets vs companies that are a good fit  Recognize the difference  Differentiate the good from the bad 23
  24. 24. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Team Structure for Top of Funnel Success Traditional methods of lead scoring are flawed and lead to inefficiencies  Too much time marketing & prospecting to good titles at bad companies  By rolling out account scoring, marketing and sales can quickly align on target accounts 24
  25. 25. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Traditional Lead Scoring – Good leads, bad companies 25
  26. 26. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Predictive Marketing Allows You to be a Data- Driven Revenue Team Chances are you’re already using data to make most of your decisions  Your Sales Team uses data from CRM to build process and make decisions  Your Marketing Team uses data from Marketing Automation systems to make marketing decisions  But each team operates in their individual systems and silos  The data captured here is also REACTIVE 26
  27. 27. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Predictive Marketing Allows You to be a Data- Driven Revenue Team Predictive Marketing allows both teams to utilize the same data to make PROACTIVE decisions  Machine learning and data science take the guesswork and emotion out of prioritization  The data is delivered both in MA and CRM  Sales and Marketing are aligned around the same data 27
  28. 28. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY EverString Enables Efficiency in SFDC and MA 28
  29. 29. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Increasing Efficiencies #1 Prioritization  Use predictive scoring  Constant feedback loop between sales and marketing #2 Data-driven spending  Identify the right accounts to market and prospect to  Spend more on high fit accounts 29
  30. 30. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Increasing Efficiencies #3 Systems that promote teamwork  Data disseminated into both sales and marketing systems  Engagio, Uberflip, EverString 30
  31. 31. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Increasing Efficiencies #4 Reporting  Not just activity but WHERE activity took place  Engagement with target accounts 31
  32. 32. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Bonus: Maintaining Alignment 32
  33. 33. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Bonus: Maintaining Alignment  Regular meetings and communication  Stop the ego  Speak the same language  Invest in what works, cancel what doesn’t  Cross functional offsites 33
  34. 34. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY  #PredictiveMarketing allows sales and marketing teams to utilize the same data to make proactive decisions #SalesAndMarketingAlignment  Cut what isn’t working. Your priority is the business & if it doesn’t help the business it has to go #SalesAndMarketingAlignment  Break the silos! Ask questions, collaborate, and align through constant communication #SalesAndMarketingAlignment 34 Tweetable Takeaways
  35. 35. ©2015 EverString :: CONFIDENTIAL & PROPRIETARY Q&A 35
  36. 36. #LLS16 Q&A / Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Matt Amundson Director of Sales Development Everstring @mattya56 Leticia Rodriguez Marketing Programs Manager Everstring @everstring
  37. 37. #LLS16 Thank You For Attending Register for more sessions now thru July 27th! Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT www3.demandgenreport.com/lls16

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