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.
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...
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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
Closing the Sales
and Marketing Gap
Collaboration Drives Success
Derek Grant @DerekGrant
Director of Sales, Pardot
Casey Cheshire @CaseyChesh
Chief Awesome Officer, Cheshire Impact
We’re all in this together
• Marketing enables Sales
• Sales secures marketing
Stop Competing & Align Goals
On Funnels & Pipes
• Marketing goals are driven by
• Sales goals are driven by
• Marketing sends “qualified leads”
to the beginning of sales process
Dualism is difficult
• High lead volume isn’t inherently
a “good thing”
Where The Model Breaks Down
• Generate lots of leads
• Send most to sales
• Limited qualification
• Title / Department
Where The Model Breaks Down
• High volume of names = #FAIL
• Cycles spent “looking for a
needle in haystack”
• Sales focuses on “low hanging
• Neglect longer term prospects
• Low conversion rates on
Use a Single Funnel
• Create a Single view
• Unified “scorecard”
• Waterfall model
• Easy measurement
• Alignment with the
ultimate goal – driving
revenue for our company
Marketing, Meet Sales
• Long walks on the beach
• Qualified Leads
• Pina Coladas
• Campaigns that move people through the
What they can share:
• Prospect pain points
• Friction points in the sale
• Competitive intel
Establish a Weekly Cadence
• Review Metrics
• Number of assigned leads
• Number committed to pipeline
• Number and reason
• Strong channels for closed/won
• Where are the best leads coming from?
• How do we get more?
Broker Peace With Agreements
Specify how quickly sales should connect with a lead
• First contact wins 78% of the time
• Easier to connect quickly
Content is More Than
purpose in life?
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
Wiretap Your Sales Team
• First MQL Contact
• Demos & Questions
• Final Calls
Getting the inside scoop:
• Go through new sales training
• Read the Sales Playbook
• Attend sales meetings
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