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Sales marketing alignment 10 16-13_


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Meagen Eisenberg, VP of Demand Generation at Docusign and Robert J. Moreau, CEO, Zyphias Group discuss sales and marketing alignment, the customer journey and key best practices with Docusign client examples and tips. Moderated by Chanin Balance, CEO of Mobilepaks.

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Sales marketing alignment 10 16-13_

  1. 1. The Power of Sales-Marketing Alignment to Enable Sales & Improve Business Performance
  2. 2. Welcome/Agenda How to empower your sales team to meet customer needs. How to overcome the common challenges to successful alignment, including examples from DocuSign. How to use technology to improve time-management, boost performance and increase lead conversion.
  3. 3. Speakers Meagen Eisenberg VP of Demand Generation, DocuSign Robert J. Moreau CEO, Zyphias Group Moderator: Chanin Ballance CEO, MobilePaks
  4. 4. How to empower your sales team to meet customer needs.
  5. 5. Why is Sales-Marketing Alignment important? “Companies that are best-in-class at aligning Marketing and Sales experienced an average of 20% growth in annual revenue, compared to a 4% decline in “laggard” organizations.” – Aberdeen Research
  6. 6. Understand Your Customers Journey To understand the customers journey and map it you must understand the sub-conscious and emotional aspects of that journey.
  7. 7. The customer buying process is the foundation of your customer journey map. 1. It’s an evolution in how an organization thinks about customer engagement 2. A customer journey is customer/buyer-centric • Customers interactions cut across multiple touch points • Different customers take different journeys 3. It includes emotions and sub-conscious actions as well as explicit and implicit activities
  8. 8. 70% of the Buying Process is done Prior to engaging sales
  9. 9. How do I identify a customer’s journey? 1. Perform qualitative and quantitative research 2. Map/Document the customer buying process 3. Identify KEY customer interactions & pain points
  10. 10. How do I identify a customer’s journey? 4. Develop Personas – Start with a Few 5. Track Content Consumption 6. Create Customer/Buyer Journey Maps
  11. 11. How does it enable sales? 1. Shortens sales cycle by enabling marketing to better document each of their roles in the journey 2. Gives them better tools to address objections and alleviate “going dark” times in the sales cycle 3. They gain better clarity into the implicit and explicit as well as the emotional traits of their customers and prospects 4. Improves the content marketing & creates – more valuable buyer-centric content
  12. 12. How to overcome the common challenges to successful alignment. Lessons learned from DocuSign
  13. 13. About DocuSign Leader in Users Vision Empower organizations to “keep business digital.” Leader Among Analysts Leader in Market Share #1 #1 #1 eSignature Wave eSignature Takes Off eSignature Solutions
  14. 14. 67% Buyers Journey is Online 58% Leads are Web-Based 52% Lost Sales Due to Failure of Sales Enablement = Sales & Marketing Alignment is Business Critical
  15. 15. Three Basic Steps at DocuSign to Align 1. Build together 2. Transparency in results 3. Constant communication
  16. 16. Build Together
  17. 17. Transparency in Results •Real-time dashboards •ROI on marketing spend
  18. 18. Constant Communication Partner with sales in a habitual way •Be creative •Run a pilot with a select group •After pilot, roll out to larger team at SKO •Ensure sales team understands value proposition •Executive support •Training, training, training •Weekly feedback loop •On-boarding is key
  19. 19. Results •Incredible insights and efficiencies gained •Increased lead conversion •Predictable revenue •Sales and marketing partnership
  20. 20. How to use technology to: •Improve time-management •Boost performance •Increase lead conversion
  21. 21. Marketing Technology
  22. 22. CRM
  23. 23. Business Intelligence
  24. 24. Sale effectiveness tools Mobilepaks: On-demand sales support, content management and tracking; present & share features Other sales tools • Proposal and RFP automation • Contract and order entry • Prospect intelligence • Presentation
  25. 25. Summary/Q&A • What we covered today • Questions from our audience?
  26. 26. Thank you for attending. A copy of the presentation will be sent out shortly. Join us for our next webinar: • 10/24 Sales training doesn't have to suck. Make it relevant and engaging • 11/6 Sales Enablement – Evolving from random acts to a holistic system For more information, contact us at