Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Bridging the Great Divide: Sales and Marketing Alignment Financial Services
1. Bridging the Great Divide:
Sales & Marketing Alignment
Chris Golec | Founder & CEO
June 11, 2015
2015 CHIEF MARKETING OFFICER LEADERSHIP FORUM:
SPOTLIGHT ON FINANCIAL SERVICES (NEW YORK)
2. Evolution of B2B Marketing
1995 2000 2005 2010 2015
Get a
Web Site
Drive
Traffic
Funnel
Optimization
What’s
Next
3. 1. SiriusDecisions’ “2015 State of Account-Based Marketing”
2. Demand Metric “Defining Digital Impact in the B2B Enterprise”
of companies said Account-Based
Marketing is “extremely” or “very”
important to their efforts. 192%
of marketers employing ABM
stated they are aligned with
sales. 191%
of companies employing ABM
plan to invest more in technology
over the next 12 months. 161%
of B2B companies are aware
of ABM. 2
75%
12. Plan, Execute & Measure by Account
Awareness
by Account
Engagement
by Account
Opportunities
by Account
By industry
By revenue
By Territory
Named accounts
Strategic accounts
Renewal accounts
Competitor accounts
vs.
clicks
vs.
visitors
vs.
leads
Web Site: HTML editors, search eng registration services… brochure on the web
Traffic: SEO, Blast Email, SEM, Content Syndication, Online PR, Blogs
Funnel Optimization: Marketing Automation, Retargeting, CRM
Often the root cause of disconnected and siloed marketing is a lack of alignment on how the company’s two most important revenue producing teams focus their priorities…almost the language they speak
Marketing = Individuals first
Sales = Accounts first
TRANSITION: Subconsciously, we’ve always known that accounts are the standard unit of measure in B2B, but somehow, in marketing we’ve been lured by the siren song of B2C tactics and solutions.