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Aligning Marketing Activities
with the Sales Process
Dan Radu
Founder &
Principal Consultant
Macromator Inc.
@Macromator
©...
Why is Marketing Important
© Macromator Inc. Private & Confidential 2
Awareness Interest Development Negotiation Acceptanc...
What is a Good Relationship
• Both Marketing and Sales
 actively communicate
 use common revenue language
 are vested i...
Mutual Expectations
© Macromator Inc. Private & Confidential 4
Source: InsideView
Shared Goals
© Macromator Inc. Private & Confidential 5
Revenue Goals = Marketing Goals = Sales Goals
Questions to ask you...
The Process is Broken!
© Macromator Inc. Private & Confidential 6
• Generates
awareness and
demand
1. Marketing
• ???
• ??...
Consistent Vocabulary
© Macromator Inc. Private & Confidential 7
• Leads vs. Contacts vs. Accounts vs. Opportunities
• Mar...
Learn! Learn! Learn!
© Macromator Inc. Private & Confidential 8
What makes a difference:
 Define the buying persona toget...
Thank You
Dan Radu
+1 647 760 8629
dan@macromator.com
© Macromator Inc. Private & Confidential
• Improving B2B Strategy
• ...
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Aligning Marketing Activities with the Sales Process

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Technology enables both departments to work together, but to often they have conflicting interests.  The practical guide to aligning marketing activities with the sales process focuses on actionable take ways marketing departments can implement when they get back to their organizations:
- Alignments of goals: revenue targets
- Understanding the data used by both departments 
- Streamlining processes for lead handover when is qualified
- Setting the correct expectations with each other
- Defining the roles, responsibilities and expectations from each other

Published in: Marketing
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Aligning Marketing Activities with the Sales Process

  1. 1. Aligning Marketing Activities with the Sales Process Dan Radu Founder & Principal Consultant Macromator Inc. @Macromator © Macromator Inc. Private & Confidential
  2. 2. Why is Marketing Important © Macromator Inc. Private & Confidential 2 Awareness Interest Development Negotiation Acceptance Marketing Sales
  3. 3. What is a Good Relationship • Both Marketing and Sales  actively communicate  use common revenue language  are vested in each other’s success  are proactive in their relationship  work together as one revenue team towards achieving shared goals © Macromator Inc. Private & Confidential 3
  4. 4. Mutual Expectations © Macromator Inc. Private & Confidential 4 Source: InsideView
  5. 5. Shared Goals © Macromator Inc. Private & Confidential 5 Revenue Goals = Marketing Goals = Sales Goals Questions to ask your sales team: • What number do you need to hit for your new acquisition target? • What does your current opportunity pipeline look like? How can we help? • What is your average deal size? • Where are your opportunities stuck in the pipeline?
  6. 6. The Process is Broken! © Macromator Inc. Private & Confidential 6 • Generates awareness and demand 1. Marketing • ??? • ??? 2. Unknown • Follows up on leads • Proposes Solutions 3. Sales You mean we have a process?
  7. 7. Consistent Vocabulary © Macromator Inc. Private & Confidential 7 • Leads vs. Contacts vs. Accounts vs. Opportunities • Marketing Qualified Leads (MQLs) • Sales Qualified Leads (SQLs) • Sales Accepted Leads (SALs) • …….
  8. 8. Learn! Learn! Learn! © Macromator Inc. Private & Confidential 8 What makes a difference:  Define the buying persona together. Pro Tip: Look at your successful closed deals  Understand the company’s products and services  Understand the sales cycle  Understand verticals, target audiences and markets  Get sales’ input on what content is available and content is needed.  Listen in on sales calls
  9. 9. Thank You Dan Radu +1 647 760 8629 dan@macromator.com © Macromator Inc. Private & Confidential • Improving B2B Strategy • Managing CRM • Making sense of MarTech

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