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.
12. We’re all in this together
• Marketing enables Sales
• Sales secures marketing
spend
Stop Competing & Align Goals
13. 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
14. 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
15. 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
16. 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
19. 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
20. 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?
21. Broker Peace With Agreements
Specify how quickly sales should connect with a lead
• First contact wins 78% of the time
• Easier to connect quickly
23. Content is More Than
Conversion Bait
What’s my
purpose in life?
24. 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
32. 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
34. 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
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?