Watch the webinar: http://resources.kapost.com/winning-marketing-sales-alignment-webinar.html Sales and marketing have the same goal: Both teams want to drive revenue by attracting and retaining happy, high-quality customers. But getting everyone on the same page is harder than it looks. All too often, teams end up going it alone, working in silos and wasting huge amounts of time on repetitive, unnecessary projects that don't provide the needed return on investment. It doesn't have to be this way. Cameron Caswell, Brand and Marketing Sr. Manager at Synopsys, recognized that sales enablement would benefit her content team just as much as it would benefit her organization's salespeople. Cameron's success story is all the proof we need that alignment is a prerequisite for the future of great marketing.

1. Winning Marketing & Sales Alignment
A Kapost webinar with Synopsys
#KapostWebinar

2. Meet Your Presenters
Zoë Randolph
Marketing Manager
Kapost
Cameron Caswell
Sr. Manager, Content and
Brand Marketing
Synopsys

3. → Introduction: the state of marketing-sales alignment
→ Presentation from Cameron Caswell
→ Q&A
Agenda

4. Are We as Aligned as We Think?
The Challenge

5. We’re Optimistic about Our Alignment

6. But Data Show a Different Story

7. But Data Show a Different Story

8. But Data Show a Different Story

9. Alignment at Scale

10. Cameron Caswell
Synopsys

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Breaking Down the Barriers
Between Marketing and Sales
Cameron Caswell, Sr. Content Marketing Manager, Synopsys

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Background story

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Synopsys Integrity Group

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Growing pains
2016
2017
300 employees
11 marketing
2 content
40 sales
1,500 employees
67 marketing
11 content
236 sales

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Marketing assets
• Blog posts
• Bylines
• Reports
• eBooks
• White papers
• Case studies
• Landing pages
• Videos
• Infographics
• Social media
Sales training/enablement
• Datasheets
• Sales decks
• Hunting guides
• Sales sheets
Churning out content

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Content creation chaos!

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Key problems
• Project workflow
• Request intake process
• Accessibility
• Visibility
• Version control
• Performance insight
• Gap analysis

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Hello…

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What can we do with Kapost?
• Set up a workflow
with internal and external contributors with
deadlines, approvals, and status updates.
• Collaborate in a single place
with version control, messaging, editing, and
alerts.
• Get visibility
into what is being worked on by whom at any
particular moment.
• Organize multiple pieces of content
around a single campaign and show
dependencies.
• Upload/download content
and share both internally and externally.
• Receive requests/submissions
from all SIG employees, which we can
immediately prioritize, reject, or save for later.
• Share our publishing schedule
so anyone can easily find out what’s been
published and what’s in the works.
• Analyze our content inventory
by persona, buying stage, product line, etc. to
ensure balanced coverage and assess
strategic plans.

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Meanwhile…

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Hey, Cam. It’d be
really useful if we
had a white paper
on cloud security.
You’re right,
sales guy.
In fact, we created one 3
months ago and emailed
it to you and your team,
then uploaded it to the
company sharedrive.

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•21% don’t know it exists
•19% too difficult to find
~ SiriusDecisions State of B-to-B Content 2018
#1 reason content goes unused: Findability

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PIC/Gather/Fieldguide Your hard drive
The marketing teamA coworker

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Kapost = Sales enablement!
Sales team uses
Salesforce
Kapost integrates
content into
Salesforce
Sales team can
access content in
Salesforce

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What Kapost offers the sales team
• Search and browse all available content from a
single database.
• Always get the latest version.
• Tag content as a favorite for easier/quicker access.
• See what content your team members use the
most.
• Share content with customers with a single click.
• Track what you’ve already shared with each
customer.
• Request content that isn’t yet available.

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The best part
You can do all this
without having to leave

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All we had to do was…
•Get the contract through legal and executive approval
•Get Kapost through security testing
•Work with IT to set up SSO permissions
•Work with the Salesforce team to install, configure, and test Kapost
Gallery in a sandbox instance
•Upload and tag 541 documents
•Define and create 56 content types with unique workflows
•Define and create 40 custom fields
•Build out training materials

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Persistence

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Customer spotlight
Guides/tutorial
Hunting guide
Presentation
Sales flash
Sales sheet
Talking points
Services
Products
Training
Fuzz Testing
(Defensics)
IAST (Seeker)
Software Composition
Analysis (Protecode)
Static Analysis
(Coverity)
Static Analysis
(SecureAssist)
Test Optimization (Test
Booster)
3D Application Security Testing
(Managed Service)
Architecture and Design
BSIMM
DAST (Managed Service)
Embedded Software Testing
Insider Threat Detection
Maturity Action Plan (MAP)
Metrics
Mobile (Managed Service)
Network Penentration Test (Managed
Service)
Pen Test (Managed Service)
Policies & Standards
Program Design & Development
Red Teaming
Regulatory & Compliance
SAST/SCR (Managed Service)
Secure Coding Guidelines
Software Security in a Box
Thick-Client Testing
vBSIMM
Agile integration
Application security
CI/CD
Cloud security
Container security
Development & DevOps
IoT security
License compliance
Open source
OWASP top 10
Smart grid security
Software quality
Software security initiative
(SSI)
Vendor analysis

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3 months later…

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Sales Force Training (SFT) 2017

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The final product

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Kapost has been a
HUGE help. Before
every call I like to
look at the sales
sheet and the
datasheet, which
Kapost makes it very
easy to access.
I was amazed how
much quicker it is
and use it every day
to get information to
clients immediately.
It’s super
helpful!
The way the
information is
grouped and the
amount of
information is
phenomenal.

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Thank You

35. Discussion
•
Q&A

36. Thank You!