Closing the Sales
and Marketing Gap
Collaboration Drives Success
Introductions
Derek Grant @DerekGrant
Director of Sales, Pardot
Casey Cheshire @CaseyChesh
Chief Awesome Officer, Cheshire...
Why does it feel like this…
… instead of this?
Agenda
• Instructions
• Agenda
• Misalignment Stories
• The Six
• Conclusion
• Q&A
Does this sound familiar?
A Cold War
Marketing automation
provides a jumpstart to
alignment by
connecting your sales
and marketing
systems.
6 Strategies to Increase
Sales and Marketing
Alignment
Using Automation
(Re)Align Goals
Strategy 1:
We’re all in this together
• Marketing enables Sales
• Sales secures marketing
spend
Stop Competing & Align Goals
On Funnels & Pipes
Split Pipelines
• Marketing goals are driven by
volume
• Sales goals are driven by
revenue
The Handoff
...
Where The Model Breaks Down
Marketing
• Generate lots of leads
• Send most to sales
• Limited qualification
• Geography
• ...
Where The Model Breaks Down
Sales
• High volume of names = #FAIL
• Cycles spent “looking for a
needle in haystack”
• Sales...
Use a Single Funnel
• Create a Single view
• Unified “scorecard”
• Waterfall model
• Easy measurement
• Alignment with the...
Start Talking
Strategy 2:
Make Sure Sales Knows About
the Awesomeness
Marketing, Meet Sales
Sales Likes
• Long walks on the beach
• Qualified Leads
• Pina Coladas
• Campaigns that move people ...
Establish a Weekly Cadence
• Review Metrics
• Number of assigned leads
• Number committed to pipeline
• Disqualified
• Num...
Broker Peace With Agreements
Specify how quickly sales should connect with a lead
• First contact wins 78% of the time
• E...
Create Content That
Moves
Strategy 3:
Content is More Than
Conversion Bait
What’s my
purpose in life?
Map Content To The Sales Cycle
Top of Funnel – Lead Generation
• White Papers
• Data Sheets
• Webinars / Recorded Webinars...
Map Content To The Sales Cycle
Collaborate on
Grading
Strategy 4:
Ask Sales about their ideal
prospect, they talk to them all day!
Grading: Consult & Update
• Competitive advantage
• Assists Sales in Optimizing time
• Sales: “My ideal prospect is:”
• Ro...
Don’t
Hoard, Empower
Strategy 5:
Don’t Hoard, Empower
• Integrate with CRM
• Display Prospect Activity
• Enable Sales Selected
Lists (& Drips)
Wiretap
Strategy 6:
Wiretap Your Sales Team
Priceless communication:
• First MQL Contact
• Demos & Questions
• Final Calls
Getting the inside ...
Putting It All
Together
Final Thoughts on The Seven Tips
1. (Re)align Goals – Create a single funnel
2. Start Talking – Hold a weekly touchbase
3....
Questions?
Thank You!
Closing the Sales & Marketing Gap
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Closing the Sales & Marketing Gap

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When marketing and sales are in lockstep, your revenue soars. Hear from experts on both sides of the sales and marketing fence, and learn best practices for closing the gap with the help of marketing automation.

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  • Great advice for how to get sales and marketing playing for the same side. The slides are great, and the live presentation was even better given that you had a sales and marketing guy sharing both perspectives. Thanks, Casey and Derek!
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  • Most trade shows are classic cases of misalignment, since they are a huge event for Marketing, and because the leads are so costly, in many cases all the leads are assigned out, when in this case, the large majority were only candidates for an iPad.
  • Sometimes the relationships between Sales and Marketing can get downright hostile, but in a cold war type of battle. We have meetings but do we trust each other? My first glimpse of this came when I interviewed for a marketing position at a software company. I met with many people at the company, including, and rightly so, key leaders in the Sales Team. The Sales Director started off his time by sharing that he thought Sales and Marketing should always hate each other...
  • The Gotthard Base Tunnel (GBT) is a railway tunnel beneath the SwissAlps expected to open in 2016.[1] With a route length of 57 km (35.4 mi) and a total of 151.84 km (94.3 mi) of tunnels, shafts and passages,[2] it is theworld's longest rail tunnel, surpassing theSeikan Tunnel in Japan.
  • AddedOppty
  • It’s important to give Sales a heads up about upcoming events, campaigns, new lead sources. New call to actions, new lessons learned.
  • And we joke about it- but its not just to make sales ‘feel better,’ there’s awesome insight into your future lead generation campaigns in the next cube.
  • Seek out regular feedback- create a standing meeting to touch base on the latest results.
  • How do you know what to grade?
  • Listen in on sales calls. Think silent wing-man. They’re a gold mine of information. Two examples/stories: The prospect who didn’t even know what the company did (pre-automation example of the need for a marketing intermediary) and the PPC lead caller who had zero information to go on.
  • Should we build commission into Marketing salaries?Should Marketing report to Sales, the other way around or peers?How has the single funnel adoption gone in the past?
  • Closing the Sales & Marketing Gap

    1. 1. Closing the Sales and Marketing Gap Collaboration Drives Success
    2. 2. Introductions Derek Grant @DerekGrant Director of Sales, Pardot Casey Cheshire @CaseyChesh Chief Awesome Officer, Cheshire Impact
    3. 3. Why does it feel like this…
    4. 4. … instead of this?
    5. 5. Agenda • Instructions • Agenda • Misalignment Stories • The Six • Conclusion • Q&A
    6. 6. Does this sound familiar?
    7. 7. A Cold War
    8. 8. Marketing automation provides a jumpstart to alignment by connecting your sales and marketing systems.
    9. 9. 6 Strategies to Increase Sales and Marketing Alignment Using Automation
    10. 10. (Re)Align Goals Strategy 1:
    11. 11. We’re all in this together • Marketing enables Sales • Sales secures marketing spend Stop Competing & Align Goals
    12. 12. On Funnels & Pipes Split Pipelines • Marketing goals are driven by volume • Sales goals are driven by revenue The Handoff • Marketing sends “qualified leads” to the beginning of sales process Dualism is difficult • High lead volume isn’t inherently a “good thing” Marketing Inquiry Lead Sales Qualified Opps Won 1,000 850 40 5 1
    13. 13. Where The Model Breaks Down Marketing • Generate lots of leads • Send most to sales • Limited qualification • Geography • Title / Department • Revenue Marketing Inquiry Lead 1,000 850
    14. 14. Where The Model Breaks Down Sales • High volume of names = #FAIL • Cycles spent “looking for a needle in haystack” • Sales focuses on “low hanging fruit” • Neglect longer term prospects • Low conversion rates on marketing-sourced leads Sales Qualified Opps Won 850 40 5 1
    15. 15. Use a Single Funnel • Create a Single view • Unified “scorecard” • Waterfall model • Easy measurement • Alignment with the ultimate goal – driving revenue for our company Prospect MQL SAL SQL Opps Won
    16. 16. Start Talking Strategy 2:
    17. 17. Make Sure Sales Knows About the Awesomeness
    18. 18. Marketing, Meet Sales Sales Likes • Long walks on the beach • Qualified Leads • Pina Coladas • Campaigns that move people through the buying cycle What they can share: • Prospect pain points • Friction points in the sale • Competitive intel
    19. 19. Establish a Weekly Cadence • Review Metrics • Number of assigned leads • Number committed to pipeline • Disqualified • Number and reason • Strong channels for closed/won opportunities • Where are the best leads coming from? • How do we get more?
    20. 20. Broker Peace With Agreements Specify how quickly sales should connect with a lead • First contact wins 78% of the time • Easier to connect quickly
    21. 21. Create Content That Moves Strategy 3:
    22. 22. Content is More Than Conversion Bait What’s my purpose in life?
    23. 23. Map Content To The Sales Cycle Top of Funnel – Lead Generation • White Papers • Data Sheets • Webinars / Recorded Webinars Middle of Funnel – Building Credibility • Case Studies • Content (Blog posts, infographics, etc.) Bottom of Funnel – Removing Risk or ROI focused • Success Stories / Testimonial Videos • Executive Value Guide • ROI Calculator
    24. 24. Map Content To The Sales Cycle
    25. 25. Collaborate on Grading Strategy 4:
    26. 26. Ask Sales about their ideal prospect, they talk to them all day!
    27. 27. Grading: Consult & Update • Competitive advantage • Assists Sales in Optimizing time • Sales: “My ideal prospect is:” • Role • Industry • Geography • Revenue • Other?
    28. 28. Don’t Hoard, Empower Strategy 5:
    29. 29. Don’t Hoard, Empower • Integrate with CRM • Display Prospect Activity • Enable Sales Selected Lists (& Drips)
    30. 30. Wiretap Strategy 6:
    31. 31. Wiretap Your Sales Team Priceless communication: • First MQL Contact • Demos & Questions • Final Calls Getting the inside scoop: • Go through new sales training • Read the Sales Playbook • Attend sales meetings
    32. 32. Putting It All Together
    33. 33. Final Thoughts on The Seven Tips 1. (Re)align Goals – Create a single funnel 2. Start Talking – Hold a weekly touchbase 3. Create Content that Moves – Map content to stages 4. Collaborate on Grading – Confirm ideal prospect 5. Don’t Hoard, Empower – Enable CRM Lists 6. Wiretap – Sit in on sales calls
    34. 34. Questions?
    35. 35. Thank You!

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