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[Webinar] Winning Marketing and Sales Alignment


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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.

Published in: Marketing
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[Webinar] Winning Marketing and Sales Alignment

  1. 1. Winning Marketing & Sales Alignment A Kapost webinar with Synopsys #KapostWebinar
  2. 2. Meet Your Presenters Zoë Randolph Marketing Manager Kapost Cameron Caswell Sr. Manager, Content and Brand Marketing Synopsys
  3. 3. → Introduction: the state of marketing-sales alignment → Presentation from Cameron Caswell → Q&A Agenda
  4. 4. Are We as Aligned as We Think? The Challenge
  5. 5. We’re Optimistic about Our Alignment
  6. 6. But Data Show a Different Story
  7. 7. But Data Show a Different Story
  8. 8. But Data Show a Different Story
  9. 9. Alignment at Scale
  10. 10. Cameron Caswell Synopsys
  11. 11. © 2017 Synopsys, Inc. 11 Breaking Down the Barriers Between Marketing and Sales Cameron Caswell, Sr. Content Marketing Manager, Synopsys
  12. 12. © 2017 Synopsys, Inc. 12 Background story
  13. 13. © 2017 Synopsys, Inc. 13 Synopsys Integrity Group
  14. 14. © 2017 Synopsys, Inc. 14 Growing pains 2016 2017 300 employees 11 marketing 2 content 40 sales 1,500 employees 67 marketing 11 content 236 sales
  15. 15. © 2017 Synopsys, Inc. 15 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
  16. 16. © 2017 Synopsys, Inc. 16 Content creation chaos!
  17. 17. © 2017 Synopsys, Inc. 17 Key problems • Project workflow • Request intake process • Accessibility • Visibility • Version control • Performance insight • Gap analysis
  18. 18. © 2017 Synopsys, Inc. 18 Hello…
  19. 19. © 2017 Synopsys, Inc. 19 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.
  20. 20. © 2017 Synopsys, Inc. 20 Meanwhile…
  21. 21. © 2017 Synopsys, Inc. 21 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.
  22. 22. © 2017 Synopsys, Inc. 22 •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
  23. 23. © 2017 Synopsys, Inc. 23 PIC/Gather/Fieldguide Your hard drive The marketing teamA coworker
  24. 24. © 2017 Synopsys, Inc. 24 Kapost = Sales enablement! Sales team uses Salesforce Kapost integrates content into Salesforce Sales team can access content in Salesforce
  25. 25. © 2017 Synopsys, Inc. 25 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.
  26. 26. © 2017 Synopsys, Inc. 26 The best part You can do all this without having to leave
  27. 27. © 2017 Synopsys, Inc. 27 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
  28. 28. © 2017 Synopsys, Inc. 28 Persistence
  29. 29. © 2017 Synopsys, Inc. 29 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
  30. 30. © 2017 Synopsys, Inc. 30 3 months later…
  31. 31. © 2017 Synopsys, Inc. 31 Sales Force Training (SFT) 2017
  32. 32. © 2017 Synopsys, Inc. 32 The final product
  33. 33. © 2017 Synopsys, Inc. 33 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.
  34. 34. © 2017 Synopsys, Inc. 34 Thank You
  35. 35. Discussion • Q&A
  36. 36. Thank You!