Email & Mobile Theatre; SALES AND MARKETING... BFFs?

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Email & Mobile Theatre; SALES AND MARKETING... BFFs?

  1. 1. SALES AND MARKETING...BFFs?Alexandre PapillaudEMEA Marketing Operations ManagerMarch 13, 2012
  2. 2. Contact @apapillaud https://discover.secureforms.mcafee.com2
  3. 3. Agenda• McAfee…Antivirus and beyond• Importance of Sales and Marketing Alignment• 3 Keys to Alignment Lead Lead Sales Scoring Nurturing Enablement• Wrap Up
  4. 4. McAfee is THE AV Company…4
  5. 5. …but not only ATM POINT-OF-SALE MOBILE NETWORK/TELECO MANUFACTURING MEDICAL DEVICE PRINTER USB5
  6. 6. Market Competition
  7. 7. Agenda• McAfee…Antivirus and beyond• Importance of Sales and Marketing Alignment• 3 Keys to Alignment Lead Lead Sales Scoring Nurturing Enablement• Wrap Up
  8. 8. Sales and Marketing Alignment• B2B Buying process has changed… Sales Cycle Length Competition Risk Comparison• B2B Marketing Role has changed…• System Alignment8
  9. 9. Agenda• McAfee…Antivirus and beyond• Importance of Sales and Marketing Alignment• 3 Keys to Alignment Lead Lead Sales Scoring Nurturing Enablement• Wrap Up
  10. 10. Lead Scoring - Objectives • Agreed definition with Sales • Agreed definition with Marketing peers • Improve quality10
  11. 11. Lead Scoring – PreRequirements • Identify your Buyer Persona • Define your reward thresholds11
  12. 12. Lead Scoring - Implementation• Measure Profile Fit (A to D) • Measure Engagement (1 to 4) – Standardized JobRole – Clicks & Downloads – Company Size – Event Attend – Customer – 3rd Party Values – … – …12
  13. 13. Agenda• McAfee…Antivirus and beyond• Importance of Sales and Marketing Alignment• 3 Keys to Alignment Lead Lead Sales Scoring Nurturing Enablement• Wrap Up
  14. 14. Lead Nurturing Image Crédit: BlueBird14
  15. 15. Lead Nurturing - Objectives• Keep contact with a prospect or a customer doesn’t matter where they are in the sales cycle• Identify a clear area of interest• Give as much as possible to Sales• Benchmark your campaigns and assets 15
  16. 16. Lead Nurturing - PreRequirements • Assets Housekeeping • Assets Ranking • Message broadcasted16
  17. 17. Lead Nurturing - Implementation1. Setup your emails2. Write your decision tree3. Monitor17
  18. 18. Agenda• McAfee…Antivirus and beyond• Importance of Sales and Marketing Alignment• 3 Keys to Alignment Lead Lead Sales Scoring Nurturing Enablement• Wrap Up
  19. 19. Sales Enablement Involve them into discussion (e.g Lead Scoring) Give them the tools Prospect Profiler Eloqua Engage19
  20. 20. Agenda• McAfee…Antivirus and beyond• Importance of Sales and Marketing Alignment• 3 Keys to alignement Lead Lead Sales Scoring Nurturing Enablement• Wrap Up
  21. 21. Conclusion21

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