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Integrating sales and marketing:
             What’s in it for me?

                          John B. Elmer
                Chief Marketing Officer,
               S2S Systems International




                     © Endeavor Management. All Rights Reserved.
How many of you work in a B2B company like this?

• A culture of trust and collaboration exists between sales and
  marketing
• Marketing routinely joins sales on customer visits
• Strategies and objectives are aligned around growing revenue
  and improving customer relationships
• Joint revenue-planning activities are used to adjust business
  performance




                                           © Endeavor Management. All Rights Reserved.
How many of you work in a B2B company like this?

•   C-Suite dominated by engineering and finance
•   Culture technology-focused and sales-driven
•   Sales: The “customer silo”
•   Marketing: Accountable for revenue, little ability to change
    revenue strategies




                                              © Endeavor Management. All Rights Reserved.
Five things that B2B sales needs most from marketing

•   A high-quality lead generation process
•   Up-to-date knowledge of the competition
•   Ready access to customer relationship history
•   Support that saves time during the sales process
•   Strong, differentiated value propositions that can be
    customized during personal sales interactions




                                              © Endeavor Management. All Rights Reserved.
Five things marketing needs most from sales

•   Access to customers
•   Data
•   Data
•   Data
•   Data




                                © Endeavor Management. All Rights Reserved.
The solution at Ingrain and S2S Systems



• Collaboration through salesforce automation/ customer
  relationship management system
• All communications, collateral, documents, templates
  managed through the system
• Based on a strategic account selling process
• All leads and opportunities tied back to lead source and
  tracked through sales cycle
• Sales and marketing objectives tracked in executive
  dashboard

                                            © Endeavor Management. All Rights Reserved.
What’s in it for me?

• Sales: Effective time management, higher close rates
• Marketing: Data-driven marketing decisions, informed
  strategies and efficient sales support
• C-Suite: Visibility into the revenue pipeline and ROI on
  marketing




                                             © Endeavor Management. All Rights Reserved.

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Integrating sales and marketing: What's in it for me?

  • 1. Integrating sales and marketing: What’s in it for me? John B. Elmer Chief Marketing Officer, S2S Systems International © Endeavor Management. All Rights Reserved.
  • 2. How many of you work in a B2B company like this? • A culture of trust and collaboration exists between sales and marketing • Marketing routinely joins sales on customer visits • Strategies and objectives are aligned around growing revenue and improving customer relationships • Joint revenue-planning activities are used to adjust business performance © Endeavor Management. All Rights Reserved.
  • 3. How many of you work in a B2B company like this? • C-Suite dominated by engineering and finance • Culture technology-focused and sales-driven • Sales: The “customer silo” • Marketing: Accountable for revenue, little ability to change revenue strategies © Endeavor Management. All Rights Reserved.
  • 4. Five things that B2B sales needs most from marketing • A high-quality lead generation process • Up-to-date knowledge of the competition • Ready access to customer relationship history • Support that saves time during the sales process • Strong, differentiated value propositions that can be customized during personal sales interactions © Endeavor Management. All Rights Reserved.
  • 5. Five things marketing needs most from sales • Access to customers • Data • Data • Data • Data © Endeavor Management. All Rights Reserved.
  • 6. The solution at Ingrain and S2S Systems • Collaboration through salesforce automation/ customer relationship management system • All communications, collateral, documents, templates managed through the system • Based on a strategic account selling process • All leads and opportunities tied back to lead source and tracked through sales cycle • Sales and marketing objectives tracked in executive dashboard © Endeavor Management. All Rights Reserved.
  • 7. What’s in it for me? • Sales: Effective time management, higher close rates • Marketing: Data-driven marketing decisions, informed strategies and efficient sales support • C-Suite: Visibility into the revenue pipeline and ROI on marketing © Endeavor Management. All Rights Reserved.