SlideShare a Scribd company logo
1 of 15
How to Bring Sales and Marketing
Together in 2021
Sam Gong | BDR Director, Adobe Digital
Experience
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Sam Gong
BDR Director, Adobe Digital Experience
Adobe
Agenda
“Alignment”
3 keys to marketing & sales alignment
• Contextual lead handoff
• Continuous customer journey
• Collaborative messaging
framework
Partnering to establish context
Defining journey continuity
Creating collaborative messaging
For 2021- Organize & Refine
©2020 Adobe. All Rights Reserved. Adobe Confidential.
“Alignment”
• Sales feels unempowered
• Sales is frustrated and doesn’t know how to fix marketing
• The breakdown creates ‘us’ & ‘them’
• LinkedIn is flooded with cheap shots & sales memes about marketing
• Marketing and sales are part of the same revenue generating
process
• Let’s create a shared vocabulary and model to bridge the sales &
marketing gap
©2020 Adobe. All Rights Reserved. Adobe Confidential.
5
Messages About
Self Prospect
The Messaging Funnel
©2020 Adobe. All Rights Reserved. Adobe Confidential.
6
Lost in transition – contextless leads
?
Mystery Lead
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Alignment tactic: content framework + lead history
Research
‘Middle of funnel’
Awareness
‘Top of funnel’
Analyst Reports
Content
Syndication
Webinars + Events
E-Books & Guides
Nurture
Engagement
Product Comparisons
Pricing Questions
Whitepaper
Downloads
$
©2020 Adobe. All Rights Reserved. Adobe Confidential.
8
Lost in transition – the disconnect in the customer journey
Same pitch
for every lead
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Unused Sales
Messaging
12
Lost in transition – the one-way messaging push
DIY Sales Messaging
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Messaging
13
Alignment tactic: mutual message refinement
Closed won / closed lost
analysis
SDR / BDR
feedback
©2020 Adobe. All Rights Reserved. Adobe Confidential.
2021 Alignment Plan
• Contextualize the lead hand-off
• Establish common ground
• Create a continuous conversation
• Establish mutual messaging
feedback
How to Bring Sales and Marketing Together in 2021

More Related Content

What's hot

Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelMarketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthMarketo
 
3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AIMarketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
From In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event StrategyFrom In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event StrategyMarketo
 
The CMO: Then and Now
The CMO: Then and NowThe CMO: Then and Now
The CMO: Then and NowMarketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineA Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineMarketo
 
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+Marketo
 
5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
 
Breaking the ABM Status Quo With the Right Strategy, Tools, and Process
Breaking the ABM Status Quo With the Right Strategy, Tools, and ProcessBreaking the ABM Status Quo With the Right Strategy, Tools, and Process
Breaking the ABM Status Quo With the Right Strategy, Tools, and ProcessMarketo
 
Marketo Success Strategies: Sales and Marketing Partnership
Marketo Success Strategies: Sales and Marketing PartnershipMarketo Success Strategies: Sales and Marketing Partnership
Marketo Success Strategies: Sales and Marketing PartnershipMarketo
 
Four Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing StrategyFour Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing StrategyMarketo
 

What's hot (20)

Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Digital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next LevelDigital Evolution: Take Your Virtual Events to the Next Level
Digital Evolution: Take Your Virtual Events to the Next Level
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
 
3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
From In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event StrategyFrom In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event Strategy
 
The CMO: Then and Now
The CMO: Then and NowThe CMO: Then and Now
The CMO: Then and Now
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
NYC HUG Q4 - Unlocking the Power of Video
NYC HUG Q4 - Unlocking the Power of VideoNYC HUG Q4 - Unlocking the Power of Video
NYC HUG Q4 - Unlocking the Power of Video
 
0 to Acquired in 6 Steps - New York HubSpot User Group
0 to Acquired in 6 Steps - New York HubSpot User Group0 to Acquired in 6 Steps - New York HubSpot User Group
0 to Acquired in 6 Steps - New York HubSpot User Group
 
A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineA Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline
 
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+
Delivering the Goods: The Path to Improving MQL to Opp Rate by 10x+
 
5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing
 
Breaking the ABM Status Quo With the Right Strategy, Tools, and Process
Breaking the ABM Status Quo With the Right Strategy, Tools, and ProcessBreaking the ABM Status Quo With the Right Strategy, Tools, and Process
Breaking the ABM Status Quo With the Right Strategy, Tools, and Process
 
Marketo Success Strategies: Sales and Marketing Partnership
Marketo Success Strategies: Sales and Marketing PartnershipMarketo Success Strategies: Sales and Marketing Partnership
Marketo Success Strategies: Sales and Marketing Partnership
 
Four Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing StrategyFour Reasons Why Video Belongs In Your Marketing Strategy
Four Reasons Why Video Belongs In Your Marketing Strategy
 
NYC HUG 2019: Advertising on LinkedIn
NYC HUG 2019: Advertising on LinkedInNYC HUG 2019: Advertising on LinkedIn
NYC HUG 2019: Advertising on LinkedIn
 

Similar to How to Bring Sales and Marketing Together in 2021

Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...Marketo
 
Building Personalized ABM Experiences feat. Opensense and Ceros
Building Personalized ABM Experiences feat. Opensense and CerosBuilding Personalized ABM Experiences feat. Opensense and Ceros
Building Personalized ABM Experiences feat. Opensense and CerosMarketo
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is CreativeMarketo
 
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoBetter Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoNathalie Biernacki Ferguson
 
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoBetter together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoMarketo
 
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptxMay '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptxNate Smitha
 
The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - Marketo
The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - MarketoThe (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - Marketo
The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - MarketoMarketo
 
23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptxAdeleMiller5
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Marketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
India VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckIndia VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckDarshil35
 
2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptxNate Smitha
 
April-2023-SEAMUG.pptx
April-2023-SEAMUG.pptxApril-2023-SEAMUG.pptx
April-2023-SEAMUG.pptxJoeReitz4
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Christophe Lauer
 
NA VMUG Housekeeping and Presenter Slides - Jan 2023.pdf
NA VMUG Housekeeping and Presenter Slides - Jan 2023.pdfNA VMUG Housekeeping and Presenter Slides - Jan 2023.pdf
NA VMUG Housekeeping and Presenter Slides - Jan 2023.pdfJackiePotts5
 
La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...InSide Training
 
S607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewisS607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewisRussell Lewis
 
Marketo Nurture Program Tips and Tricks: Creating Complex Journeys
Marketo Nurture Program Tips and Tricks: Creating Complex JourneysMarketo Nurture Program Tips and Tricks: Creating Complex Journeys
Marketo Nurture Program Tips and Tricks: Creating Complex JourneysStephanie Tyagita
 

Similar to How to Bring Sales and Marketing Together in 2021 (20)

Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
Creating Epic Customer Experiences - Jamie Anderson - Adobe Summit 2019 - Mar...
 
Building Personalized ABM Experiences feat. Opensense and Ceros
Building Personalized ABM Experiences feat. Opensense and CerosBuilding Personalized ABM Experiences feat. Opensense and Ceros
Building Personalized ABM Experiences feat. Opensense and Ceros
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is Creative
 
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - MarketoBetter Together - Stanislaw & Bell - Adobe Summit - Marketo
Better Together - Stanislaw & Bell - Adobe Summit - Marketo
 
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - MarketoBetter together - Stanislaw & bell - Adobe Summit 2019 - Marketo
Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo
 
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptxMay '23 Marketo Engage Seattle MUG Presentation Slides.pptx
May '23 Marketo Engage Seattle MUG Presentation Slides.pptx
 
The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - Marketo
The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - MarketoThe (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - Marketo
The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - Marketo
 
23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx23.02.2023_London MUG.pptx
23.02.2023_London MUG.pptx
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Su...
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
India VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo DeckIndia VMUG Presents all about Account Based Marketing using Marketo Deck
India VMUG Presents all about Account Based Marketing using Marketo Deck
 
2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx2023-Adobe-Summit-Recap.pptx
2023-Adobe-Summit-Recap.pptx
 
April-2023-SEAMUG.pptx
April-2023-SEAMUG.pptxApril-2023-SEAMUG.pptx
April-2023-SEAMUG.pptx
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
 
NA VMUG Housekeeping and Presenter Slides - Jan 2023.pdf
NA VMUG Housekeeping and Presenter Slides - Jan 2023.pdfNA VMUG Housekeeping and Presenter Slides - Jan 2023.pdf
NA VMUG Housekeeping and Presenter Slides - Jan 2023.pdf
 
La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...
 
S607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewisS607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewis
 
Marketo Nurture Program Tips and Tricks: Creating Complex Journeys
Marketo Nurture Program Tips and Tricks: Creating Complex JourneysMarketo Nurture Program Tips and Tricks: Creating Complex Journeys
Marketo Nurture Program Tips and Tricks: Creating Complex Journeys
 

More from Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Marketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notMarketo
 
El sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaEl sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaMarketo
 
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Marketo
 
Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Marketo
 

More from Marketo (11)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or not
 
El sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaEl sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funciona
 
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...
 
Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?
 

Recently uploaded

How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀Victoria Olsina
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMaiizennxqc
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSERicaAbellanosa
 
SALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptxSALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptx23397013
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruaninfoobataborsi24
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.Bharathi sakthi
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsCricket Betting Online
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...mikehavy0
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership areajaynee G
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generationvidhyalakshmiveerapp
 
Killer Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionKiller Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionVictoria Gaitskell
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfGreat India Shop Fest
 
Engaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsEngaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsKate Brownell
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessAbdulsamad Lukman
 
[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies UncoveredSearch Engine Journal
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniSurya Prasath
 
The 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxThe 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxelizabethella096
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxChristabelTelewa1
 

Recently uploaded (20)

How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMM
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
 
SALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptxSALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptx
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership area
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
Killer Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionKiller Packaging__Published in PrintAction
Killer Packaging__Published in PrintAction
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
 
Engaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsEngaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year Olds
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 
[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
The 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptxThe 9th May Incident in Pakistan A Turning Point in History.pptx
The 9th May Incident in Pakistan A Turning Point in History.pptx
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptx
 

How to Bring Sales and Marketing Together in 2021

  • 1. How to Bring Sales and Marketing Together in 2021 Sam Gong | BDR Director, Adobe Digital Experience
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Speaker Sam Gong BDR Director, Adobe Digital Experience Adobe
  • 3. Agenda “Alignment” 3 keys to marketing & sales alignment • Contextual lead handoff • Continuous customer journey • Collaborative messaging framework Partnering to establish context Defining journey continuity Creating collaborative messaging For 2021- Organize & Refine
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. “Alignment” • Sales feels unempowered • Sales is frustrated and doesn’t know how to fix marketing • The breakdown creates ‘us’ & ‘them’ • LinkedIn is flooded with cheap shots & sales memes about marketing • Marketing and sales are part of the same revenue generating process • Let’s create a shared vocabulary and model to bridge the sales & marketing gap
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 5 Messages About Self Prospect The Messaging Funnel
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 6 Lost in transition – contextless leads ? Mystery Lead
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Alignment tactic: content framework + lead history Research ‘Middle of funnel’ Awareness ‘Top of funnel’ Analyst Reports Content Syndication Webinars + Events E-Books & Guides Nurture Engagement Product Comparisons Pricing Questions Whitepaper Downloads $
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 8 Lost in transition – the disconnect in the customer journey Same pitch for every lead
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Unused Sales Messaging 12 Lost in transition – the one-way messaging push DIY Sales Messaging
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Messaging 13 Alignment tactic: mutual message refinement Closed won / closed lost analysis SDR / BDR feedback
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 2021 Alignment Plan • Contextualize the lead hand-off • Establish common ground • Create a continuous conversation • Establish mutual messaging feedback