Aligning Sales and Marketing to Increase Revenue

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  • Intros.
  • Polling Question answers:DemographicBehavorialBothNeither
  • SDRsPass to salesReturn to marketing for further nurturing
  • Polling Question answers:DemographicBehavorialBothNeither
  • Polling Question answers:DemographicBehavorialBothNeither
  • Polling Question answers:DemographicBehavorialBothNeither
  • Aligning Sales and Marketing to Increase Revenue

    1. 1. Aligning Sales & Marketing to Increase Revenue #AOWEB
    2. 2. Today’s PresentersChris Hardeman Janelle JohnsonSenior Director, Sales Manager, Marketing @cchardeman Operations @janelle_johnson
    3. 3. Utilizing sales and marketing metrics
    4. 4. Sales MeasurementsRevenue / quota attainmentForecast accuracyNew opportunities addedOnline demosSelling timeTime spent prospectingNumber of calls
    5. 5. Marketing MeasurementsIndividual Campaigns• Email Open/Click Rates• Form Views vs Submissions• Campaign ROI• Website visitors• Activity by Day of WeekOverall Marketing Goals• Leads created in a quarter• Leads to opportunities• Pipeline progression of leads• Cost per lead by tactic• Leads needed to hit revenue goal
    6. 6. Identify sales-qualified leads
    7. 7. Impact of ScoringPrioritizing hot leads improves closerates and ensures timely response toready buyers #AOWEB
    8. 8. Impact of ScoringAccording to MarketingSherpa, the averagelead generation ROI for organizations usinga lead scoring process is 138%in comparison to 78% for those whoweren’t using a lead scoring process. #AOWEB
    9. 9. The Funnel Word of mouth• Top of funnel: Marketing Marketing• Middle of funnel: Lead qualification Raw leads Lead• Bottom of funnel: Qualified leads Qual Sales team Sales prospects Sales #AOWEB
    10. 10. Communication & team building
    11. 11. Tips to Enhance Communication• Be a single team, focused on revenue generation• Attend each other’s meetings• Provide weekly lead updates• Listen to what’s happening on the sales floor
    12. 12. Tactics
    13. 13. Sales vs Marketing Messaging
    14. 14. Multi-touch CampaignStep Overview 1 Call scripts and campaign materials sent to sales team 2 Marketing sends initial email 3 Call and send e-mail #1 4 Wait 24 Hours 5 If no response to first e-mail/v-mail effort Call and send e-mail #2 6 Wait 48 Hours 7 If no response to 1st & 2nd e-mail/v-mail efforts – Call and send e-mail #3 8 Wait 48 Hours 9 If no response to 1st ,2nd and 3rd e-mail/v-mail efforts – Call and e-mail #4
    15. 15. Q&A
    16. 16. Ready to Learn More? Sign up for a demo: actonsoftware.com blog.actonsoftware.com Can’t Wait?Call our hotline at: 1 (877) 530-1555 Email us: sales@act-on.net

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