SlideShare a Scribd company logo

The Secret Sauce to Sales and Marketing with LinkedIn

saastr
saastr

The Secret Sauce to Sales and Marketing with LinkedIn

1 of 14
Download to read offline
The Secret Sauce to Sales & Marketing Alignment
w/ LinkedIn
Katee Peek
SaaS Partnerships
LinkedIn
Marisa Blanke
SaaS Partnerships
LinkedIn
The Framework for Successful
Sales & Marketing Alignment
Pillar
approach
4
Strategy
alignment
• Programs, products and
campaigns
• Shared KPIs, goals and
objectives
• Target accounts and
ICPs
1.
Process
alignment
• Clearly defined lead
nurture + management
process
• Shared data sources
• End-to-end pipeline
management and
attribution
2.
Content and
messaging alignment
• Focus on customer
needs
• Includes sales feedback
in content planning
• Supports sales
conversations with clients
• Is timely, personalized by
buyer/prospect
• Helps customers move
through the buying
journey
Cultural
alignment
• Have mutual trust
• Attend each other’s
meetings, incl prospect
& sales
• Participate in joint
initiatives
• Have confidence in
each other
3. 4.
Strategy
Strategy alignment
1
.
Despite confidence that
there is good alignment
on strategy…
Marketing focuses efforts on the accounts
which sales is targeting
84%
Marketing and sales have
a common strategy and
plan for delivering
customer value
83%
Sales is on board with
marketing’s ABM (account-
based marketing) strategy
86%
96% admit there
are challenges with
strategy alignment,
including:
• Sales and marketing don’t report
to the same executive
• Marketing and sales don’t
measure success on the same
KPIs
• Marketing and sales don’t share
goals and objectives
The Secret Sauce to Sales and Marketing with LinkedIn
Process
Despite confidence that
there is good alignment
on process…
Marketing and sales use the same data pool
for customer targeting and insights
85%
Pipeline management is
managed as an end-to-
end process
85%
Sales is involved in the
planning of day-to-day
marketing initiatives and
events
89%
96% report issues
with process
alignment,
including
• Sales and marketing plan two
different processes for engaging
with customers
• Marketing and sales do not
cooperate on pipeline growth
• Sales and marketing tools and
systems are not well integrated
Process alignment
2.
The Secret Sauce to Sales and Marketing with LinkedIn
Ad

Recommended

Marketing and Sales Alignment: Align or Die
Marketing and Sales Alignment: Align or DieMarketing and Sales Alignment: Align or Die
Marketing and Sales Alignment: Align or DieStacey Danheiser
 
Achieve Account-Based Selling Goals Solving the Alignment Dilemma
Achieve Account-Based Selling Goals Solving the Alignment DilemmaAchieve Account-Based Selling Goals Solving the Alignment Dilemma
Achieve Account-Based Selling Goals Solving the Alignment DilemmaBarbara Giamanco
 
Ending the war between sales and marketing
Ending the war between sales and marketingEnding the war between sales and marketing
Ending the war between sales and marketingSuresh Vaishnav
 
5 Ways for Marketing to Take Control of the Customer Experience
5 Ways for Marketing to Take Control of the Customer Experience5 Ways for Marketing to Take Control of the Customer Experience
5 Ways for Marketing to Take Control of the Customer ExperienceKapost
 
Marketing Management - What is Marketing ?
Marketing Management - What is Marketing ?Marketing Management - What is Marketing ?
Marketing Management - What is Marketing ?FaHaD .H. NooR
 
408 MARKETING STRATEGY UNIT 4
408 MARKETING STRATEGY UNIT 4408 MARKETING STRATEGY UNIT 4
408 MARKETING STRATEGY UNIT 4ashishjaswal
 
Sales Leader POV 2016Jun LinkedIn
Sales Leader POV 2016Jun LinkedInSales Leader POV 2016Jun LinkedIn
Sales Leader POV 2016Jun LinkedInchristyaron
 
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
 

More Related Content

Similar to The Secret Sauce to Sales and Marketing with LinkedIn

Inbound Sales Enablement by Aviva Walsh
Inbound Sales Enablement by Aviva WalshInbound Sales Enablement by Aviva Walsh
Inbound Sales Enablement by Aviva WalshStrutoLtd
 
3 Powerful Steps to Align B2B Sales and Marketing of Today!
3 Powerful Steps to Align B2B Sales and Marketing of Today!3 Powerful Steps to Align B2B Sales and Marketing of Today!
3 Powerful Steps to Align B2B Sales and Marketing of Today!Subhakar Rao Surapaneni
 
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckBuilding a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckHeinz Marketing Inc
 
Sales Enablement for Customer Journey and Better Content
Sales Enablement for Customer Journey and Better ContentSales Enablement for Customer Journey and Better Content
Sales Enablement for Customer Journey and Better ContentBig Content Alliance
 
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
 
War between Sales & Marketing
War between Sales & MarketingWar between Sales & Marketing
War between Sales & MarketingRajesh Srivastava
 
marketing.pdf
marketing.pdfmarketing.pdf
marketing.pdfhorcheka
 
Sales and Marketing.pptx
Sales and Marketing.pptxSales and Marketing.pptx
Sales and Marketing.pptxSabahat Waheed
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of MarketingPaige Musto
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of MarketingAct-On Software
 
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
 
W1 marketing creating customer value and engagement
W1   marketing creating customer value and engagementW1   marketing creating customer value and engagement
W1 marketing creating customer value and engagementfaizaperbanas
 
Day 1 driving business impact multichannel excerpt
Day 1 driving business impact multichannel excerptDay 1 driving business impact multichannel excerpt
Day 1 driving business impact multichannel excerptAnn McCartan
 
Keep Your Customers Coming Back for More
Keep Your Customers Coming Back for MoreKeep Your Customers Coming Back for More
Keep Your Customers Coming Back for MoreMarketo
 
INTRODUCTION OF MARKETING
INTRODUCTION OF  MARKETINGINTRODUCTION OF  MARKETING
INTRODUCTION OF MARKETINGfaizpis
 
Predictable Pipeline Midyear Review
Predictable Pipeline Midyear ReviewPredictable Pipeline Midyear Review
Predictable Pipeline Midyear ReviewHeinz Marketing Inc
 

Similar to The Secret Sauce to Sales and Marketing with LinkedIn (20)

Inbound Sales Enablement by Aviva Walsh
Inbound Sales Enablement by Aviva WalshInbound Sales Enablement by Aviva Walsh
Inbound Sales Enablement by Aviva Walsh
 
3 Powerful Steps to Align B2B Sales and Marketing of Today!
3 Powerful Steps to Align B2B Sales and Marketing of Today!3 Powerful Steps to Align B2B Sales and Marketing of Today!
3 Powerful Steps to Align B2B Sales and Marketing of Today!
 
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
 
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit DeckBuilding a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
Building a Predictable Pipeline - Zoominfo Growth Acceleration Summit Deck
 
Sales Enablement for Customer Journey and Better Content
Sales Enablement for Customer Journey and Better ContentSales Enablement for Customer Journey and Better Content
Sales Enablement for Customer Journey and Better Content
 
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
 
War between Sales & Marketing
War between Sales & MarketingWar between Sales & Marketing
War between Sales & Marketing
 
marketing.pdf
marketing.pdfmarketing.pdf
marketing.pdf
 
Sales and Marketing.pptx
Sales and Marketing.pptxSales and Marketing.pptx
Sales and Marketing.pptx
 
4. DBS_Updated_B2B_ContentMarketingProgrammes
4. DBS_Updated_B2B_ContentMarketingProgrammes4. DBS_Updated_B2B_ContentMarketingProgrammes
4. DBS_Updated_B2B_ContentMarketingProgrammes
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of Marketing
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of Marketing
 
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...
 
W1 marketing creating customer value and engagement
W1   marketing creating customer value and engagementW1   marketing creating customer value and engagement
W1 marketing creating customer value and engagement
 
4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes
4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes
4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes
 
Day 1 driving business impact multichannel excerpt
Day 1 driving business impact multichannel excerptDay 1 driving business impact multichannel excerpt
Day 1 driving business impact multichannel excerpt
 
Keep Your Customers Coming Back for More
Keep Your Customers Coming Back for MoreKeep Your Customers Coming Back for More
Keep Your Customers Coming Back for More
 
INTRODUCTION OF MARKETING
INTRODUCTION OF  MARKETINGINTRODUCTION OF  MARKETING
INTRODUCTION OF MARKETING
 
1 - MASS MARKETING .pptx
1 - MASS MARKETING .pptx1 - MASS MARKETING .pptx
1 - MASS MARKETING .pptx
 
Predictable Pipeline Midyear Review
Predictable Pipeline Midyear ReviewPredictable Pipeline Midyear Review
Predictable Pipeline Midyear Review
 

More from saastr

SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...
SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...
SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...saastr
 
SaaStr Workshop Wednesdays: How to Build Out an SDR Function
SaaStr Workshop Wednesdays: How to Build Out an SDR FunctionSaaStr Workshop Wednesdays: How to Build Out an SDR Function
SaaStr Workshop Wednesdays: How to Build Out an SDR Functionsaastr
 
SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...
SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...
SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...saastr
 
Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...
Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...
Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...saastr
 
SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...
SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...
SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...saastr
 
SaaStr Workshop Wednesdays: State of SaaS with Altimeter Capital
SaaStr Workshop Wednesdays: State of SaaS with Altimeter CapitalSaaStr Workshop Wednesdays: State of SaaS with Altimeter Capital
SaaStr Workshop Wednesdays: State of SaaS with Altimeter Capitalsaastr
 
SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...
SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...
SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...saastr
 
SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...
SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...
SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...saastr
 
SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...
SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...
SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...saastr
 
Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...
Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...
Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...saastr
 
SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...
SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...
SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...saastr
 
Workshop Wednesdays - Growth Tactics For Technical Buyers with Weights & Biases
Workshop Wednesdays - Growth Tactics For Technical Buyers with Weights & BiasesWorkshop Wednesdays - Growth Tactics For Technical Buyers with Weights & Biases
Workshop Wednesdays - Growth Tactics For Technical Buyers with Weights & Biasessaastr
 
SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...
SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...
SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...saastr
 
SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...
SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...
SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...saastr
 
SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...
SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...
SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...saastr
 
You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...
You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...
You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...saastr
 
Why You Need Compliance Before Series A Funding with Weaver
Why You Need Compliance Before Series A Funding with WeaverWhy You Need Compliance Before Series A Funding with Weaver
Why You Need Compliance Before Series A Funding with Weaversaastr
 
Why and How to Bring Benchmarking to Your GTM Motion with BenchSights
Why and How to Bring Benchmarking to Your GTM Motion with BenchSightsWhy and How to Bring Benchmarking to Your GTM Motion with BenchSights
Why and How to Bring Benchmarking to Your GTM Motion with BenchSightssaastr
 
When and How to Host Your First User Conference with Qualia
When and How to Host  Your First User Conference with QualiaWhen and How to Host  Your First User Conference with Qualia
When and How to Host Your First User Conference with Qualiasaastr
 
Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...
Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...
Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...saastr
 

More from saastr (20)

SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...
SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...
SaaStr Workshop Wednesdays - From the Other Side: Advice from a Founder-Turne...
 
SaaStr Workshop Wednesdays: How to Build Out an SDR Function
SaaStr Workshop Wednesdays: How to Build Out an SDR FunctionSaaStr Workshop Wednesdays: How to Build Out an SDR Function
SaaStr Workshop Wednesdays: How to Build Out an SDR Function
 
SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...
SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...
SaaStr Workshop Wednesdays: Dropbox, Klaviyo, Lightspeed Commerce: 10 Things ...
 
Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...
Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...
Special Workshop Tuesday: The Future of Customer Success in 2024 with Gainsig...
 
SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...
SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...
SaaStr Workshop Wednesdays: Lessons (Un)Learned: Successes and Setbacks on th...
 
SaaStr Workshop Wednesdays: State of SaaS with Altimeter Capital
SaaStr Workshop Wednesdays: State of SaaS with Altimeter CapitalSaaStr Workshop Wednesdays: State of SaaS with Altimeter Capital
SaaStr Workshop Wednesdays: State of SaaS with Altimeter Capital
 
SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...
SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...
SaaStr Workshop Wednesdays: Moving Upmarket & Nailing Enterprise Sales in Tod...
 
SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...
SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...
SaaStr Workshop Wednesdays: The Top 10 Mistakes I See In The VP of Sales Hiri...
 
SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...
SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...
SaaStr Workshop Wednesdays 5 Steps to Build Your First GTM Playbook with Stag...
 
Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...
Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...
Workshop Wednesdays: Rethinking Sales Compensation for a Consumption-Based GT...
 
SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...
SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...
SaaStr Workshop Wednesdays: The GTM Models We Used at Divvy To Go From 0 to a...
 
Workshop Wednesdays - Growth Tactics For Technical Buyers with Weights & Biases
Workshop Wednesdays - Growth Tactics For Technical Buyers with Weights & BiasesWorkshop Wednesdays - Growth Tactics For Technical Buyers with Weights & Biases
Workshop Wednesdays - Growth Tactics For Technical Buyers with Weights & Biases
 
SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...
SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...
SaaStr Workshop Wednesdays Lessons Scaling Customer Success from 1 Million to...
 
SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...
SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...
SaaStr Workshop Wednesdays: The Path to Series B: Scaling Beyond Founder-led ...
 
SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...
SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...
SaaStr Workshop Wednesday: Align and execute enterprise B2B team selling moti...
 
You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...
You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...
You Don't Have to Be Big to Leverage Data - Lessons and Confessions from a Fo...
 
Why You Need Compliance Before Series A Funding with Weaver
Why You Need Compliance Before Series A Funding with WeaverWhy You Need Compliance Before Series A Funding with Weaver
Why You Need Compliance Before Series A Funding with Weaver
 
Why and How to Bring Benchmarking to Your GTM Motion with BenchSights
Why and How to Bring Benchmarking to Your GTM Motion with BenchSightsWhy and How to Bring Benchmarking to Your GTM Motion with BenchSights
Why and How to Bring Benchmarking to Your GTM Motion with BenchSights
 
When and How to Host Your First User Conference with Qualia
When and How to Host  Your First User Conference with QualiaWhen and How to Host  Your First User Conference with Qualia
When and How to Host Your First User Conference with Qualia
 
Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...
Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...
Using Strategic Partnerships to Grow ARR in a Competitive Marketplace with Ex...
 

Recently uploaded

ZEOTAR EV Prince Team English Presentation
ZEOTAR EV Prince Team English PresentationZEOTAR EV Prince Team English Presentation
ZEOTAR EV Prince Team English PresentationKings Reddys
 
publicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdfpublicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdfmmople
 
The Coca-Cola Company Presentation at CAGNY 2024.pdf
The Coca-Cola Company Presentation at  CAGNY 2024.pdfThe Coca-Cola Company Presentation at  CAGNY 2024.pdf
The Coca-Cola Company Presentation at CAGNY 2024.pdfNeil Kimberley
 
Trending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfTrending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfgaju619
 
Business brief document explanation forward
Business brief document explanation forwardBusiness brief document explanation forward
Business brief document explanation forwardCJHaight
 
DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023Dropbox
 
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...Supavadee(Noi) Tantiyanon
 
IT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventIT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventInbay UK
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsSalesScripter
 
Hershey Presentation at 2024 CAGY Conference
Hershey Presentation at 2024 CAGY ConferenceHershey Presentation at 2024 CAGY Conference
Hershey Presentation at 2024 CAGY ConferenceNeil Kimberley
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Ch 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptxCh 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptxdeveloperarafat360
 
SD-WAN_MoD.pptx for SD WAN networks connectivity
SD-WAN_MoD.pptx for SD WAN networks connectivitySD-WAN_MoD.pptx for SD WAN networks connectivity
SD-WAN_MoD.pptx for SD WAN networks connectivitybayusch
 
HPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHpm India
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategyRemar Barquilla
 
The Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxThe Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxBhargavi M
 
Cracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxCracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxWorkforce Group
 

Recently uploaded (20)

ZEOTAR EV Prince Team English Presentation
ZEOTAR EV Prince Team English PresentationZEOTAR EV Prince Team English Presentation
ZEOTAR EV Prince Team English Presentation
 
publicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdfpublicpolicy-130621235359-phpapp02 2.pdf
publicpolicy-130621235359-phpapp02 2.pdf
 
The Coca-Cola Company Presentation at CAGNY 2024.pdf
The Coca-Cola Company Presentation at  CAGNY 2024.pdfThe Coca-Cola Company Presentation at  CAGNY 2024.pdf
The Coca-Cola Company Presentation at CAGNY 2024.pdf
 
Trending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfTrending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdf
 
Business brief document explanation forward
Business brief document explanation forwardBusiness brief document explanation forward
Business brief document explanation forward
 
DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023
 
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
Decoding Generative AI-AI Playbook for Marketing Students_UPower DUGA_Supavad...
 
IT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventIT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - Event
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales Systems
 
Carol Scott - How to Thrive in the AI Era.pdf
Carol Scott - How to Thrive in the AI Era.pdfCarol Scott - How to Thrive in the AI Era.pdf
Carol Scott - How to Thrive in the AI Era.pdf
 
Hershey Presentation at 2024 CAGY Conference
Hershey Presentation at 2024 CAGY ConferenceHershey Presentation at 2024 CAGY Conference
Hershey Presentation at 2024 CAGY Conference
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Ch 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptxCh 11 Haunted Castle on Hallows Eve.pptx
Ch 11 Haunted Castle on Hallows Eve.pptx
 
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdfMartez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
 
SD-WAN_MoD.pptx for SD WAN networks connectivity
SD-WAN_MoD.pptx for SD WAN networks connectivitySD-WAN_MoD.pptx for SD WAN networks connectivity
SD-WAN_MoD.pptx for SD WAN networks connectivity
 
HPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) Presentation
 
Bryan_Cassady - AI Powered Innovation.pdf
Bryan_Cassady - AI Powered Innovation.pdfBryan_Cassady - AI Powered Innovation.pdf
Bryan_Cassady - AI Powered Innovation.pdf
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO Strategy
 
The Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxThe Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptx
 
Cracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxCracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptx
 

The Secret Sauce to Sales and Marketing with LinkedIn

  • 1. The Secret Sauce to Sales & Marketing Alignment w/ LinkedIn Katee Peek SaaS Partnerships LinkedIn Marisa Blanke SaaS Partnerships LinkedIn
  • 2. The Framework for Successful Sales & Marketing Alignment Pillar approach 4 Strategy alignment • Programs, products and campaigns • Shared KPIs, goals and objectives • Target accounts and ICPs 1. Process alignment • Clearly defined lead nurture + management process • Shared data sources • End-to-end pipeline management and attribution 2. Content and messaging alignment • Focus on customer needs • Includes sales feedback in content planning • Supports sales conversations with clients • Is timely, personalized by buyer/prospect • Helps customers move through the buying journey Cultural alignment • Have mutual trust • Attend each other’s meetings, incl prospect & sales • Participate in joint initiatives • Have confidence in each other 3. 4.
  • 3. Strategy Strategy alignment 1 . Despite confidence that there is good alignment on strategy… Marketing focuses efforts on the accounts which sales is targeting 84% Marketing and sales have a common strategy and plan for delivering customer value 83% Sales is on board with marketing’s ABM (account- based marketing) strategy 86% 96% admit there are challenges with strategy alignment, including: • Sales and marketing don’t report to the same executive • Marketing and sales don’t measure success on the same KPIs • Marketing and sales don’t share goals and objectives
  • 5. Process Despite confidence that there is good alignment on process… Marketing and sales use the same data pool for customer targeting and insights 85% Pipeline management is managed as an end-to- end process 85% Sales is involved in the planning of day-to-day marketing initiatives and events 89% 96% report issues with process alignment, including • Sales and marketing plan two different processes for engaging with customers • Marketing and sales do not cooperate on pipeline growth • Sales and marketing tools and systems are not well integrated Process alignment 2.
  • 8. Content Despite confidence that there is good alignment on content and messaging… Marketing content establishes brand awareness, product benefits, and value propositions 86% Marketing content effectively supports the conversations that sales has with customers and prospects 83% Our content is effective at inspiring customers to engage with our sellers 87% 97% face challenges with alignment on content and messaging, including • Marketing creates content without sales’ input • Marketing content is too product- led and does not focus on the problem the customer is trying to solve • Marketing content does not help the buyer through the buying journey Content alignment 3.
  • 10. Culture Despite confidence that there is good alignment on culture… Marketers and sellers have trust in one another 86% Marketing and sales continuously collaborate to deliver customer value and collaborative culture at our organization 83% Marketing and sales share a culture that is customer obsessed 89% When it comes to cultural alignment, 93% identify challenges, including • Marketing and sales don’t see themselves as an active partner to participate in each other’s planning process • There is antagonism between the marketing and sales teams • Marketing and sales don’t communicate concisely with each other Culture alignment 4.
  • 11. The Business And customers Makes us less agile in addressing marketplace changes Virtually all respondents say that misalignment between marketing and sales hurts … 96% 97% 57% 43% 45% Reduced revenue Decreased efficiency and redundant efforts Reduced loyalty 49% 48% 46% Reduced implementation of customer feedback Inaccurate view of the customer journey
  • 13. Sales & Marketing Alignment in a changing environment The Covid-19 pandemic and macroeconomics have accelerated the already emergent trend toward predominantly digital engagement strategies. Customer demand for a connected experience across human and digital channels will continue to increase. B2B companies need to: Clarify the structure and make up of the buying committee and partner with sales to continuously update pipeline tracking tool 1. 2. 3. By investing in customer insight systems, go beyond marketing and sales alignment and calibrate to the customer’s buying journey to deliver exceptional experiences Develop content designed to speak specifically to interests, pain points, objections, or previous pipeline challenges 4. Adapt marketing and sales automation so that actions and recommendations are fully informed by the single view of the customer’s journey 5. Engage in change management to make the mental pivot from ‘our processes’ to ‘our customer’s journey’ leveraging a full funnel strategy when possible

Editor's Notes

  1. What does strategic alignment look like? Well, it starts with the customer. To survive and thrive with today’s business buyers, organizations must make the customer the focal point of alignment, and then make sure the end-result of that focus is delivering customer value But, it also requires a holistic, end-to-end approach where marketing and sales teams … … align their programs and campaigns … target the same accounts … strive towards shared goals and objectives … work with shared KPIs The organizations we surveyed reported high degrees of confidence that they have good alignment on strategy. But when we dug deeper, We found that 96% of them admit they face challenges with strategy alignment. Some of the issues seem to be working in different timescales, a lack of clear metrics, and two different organizational reporting lines.
  2. Our respondents told us that the core element of marketing and sales alignment in this dimension is a well-defined lead-to-revenue process tuned towards growing pipeline and generating revenue. The organizations we surveyed reported high degrees of confidence that they have good alignment on Process. But when we dug deeper we found that 97% report challenges with process alignment. The thorny issues included the existence of different processes for engaging with customers and the fact that sales and marketing systems and date are still not well enough integrated.   Slide 6: Perception vs reality – Process Despite confidence that there is good alignment on process 86% Marketing and sales use the same data pool for customer targeting and insights 85% Pipeline management is managed as an end-to-end process 85% Sales is involved in the planning of day-to-day marketing initiatives and events 97% report issues with process alignment, including Sales and marketing plan two different processes for engaging with customers Marketing and sales do not cooperate on pipeline growth Sales and marketing tools and systems are not well integrated
  3. One of the four pillars of marketing and sales alignment is content and messaging, and a pillar that mustn't be overlooked. Effective messaging is all about focusing on customers needs, their problems, their goals and their aspirations. Effective messaging also ultimately, is designed to help customers move through the buying journey. Our survey respondents reported high levels of confidence in their alignment on messaging. But when we looked into the details, we found that 97% face challenges with alignment on content and messaging. The most common issues are rooted in the fact that content strategies are internally focused. Way too product-centric and too focused on converting leads. Content and messaging should focus on customers' pains, needs and aspirations. Now, sales people naturally focus this way in their 1-1 engagement with prospects and customers. B2B marketers still demonstrate an inside-out, capability-first approach. In addition to a laser focus on customer needs best practice practitioner include sales needs and requests when doing content planning Slide 7: Perception vs reality – Content Despite confidence that there is good alignment on content and messaging 87% Marketing content establishes brand awareness, product benefits, and value propositions 86% Marketing content effectively supports the conversations that sales has with customers and prospects 83% Our content is effective at inspiring customers to engage with our sellers 97% face challenges with alignment on content and messaging, including Marketing creates content without sales’ input Our marketing content is too product-led and does not focus the problem the customer is trying to solve Our marketing content does not help the buyer through the buying journey
  4. The fourth pillar of marketing and sales alignment is culture. What does it take to achieve alignment on culture? Sales and marketing teams … must have mutual trust and confidence in each other … should attend each other’s meetings … and participate in joint initiatives … especially attending client and prospect meetings together Organizations we surveyed feel overly confident that they have good alignment on culture. But when we dug deeper we found that 93% experience challenges with cultural alignment such as antagonism and miscommunication between the teams when they don’t see each other as an active partner. This one has an easy fix. Attend each other’s meetings; participate in joint initiatives.  Jointly celebrate each other’s successes.    Don’t focus on relationship building. Focus on understanding each other’s roles and how the actions and tasks of a ‘day-in-the-life’ contribute to shared goal attainment. Slide 8: Perception vs reality – Culture Despite confidence that there is good alignment on culture 89% Marketers and sellers have trust in one another 86% Marketing and sales continuously collaborate to deliver customer value and collaborative culture at our organization 85% Marketing and sales share a culture that is customer obsessed When it comes to cultural alignment, 93% identify challenges, including Marketing and sales don’t see themselves as an active partner to participate in each other’s planning process There is antagonism between the marketing and sales teams Marketing and sales don’t communicate concisely with each other
  5. Slide 10: Impact of misalignment Virtually all respondents say that misalignment between marketing and sales hurts …   … the business (98%) 57% Makes us less agile in addressing marketplace changes 43% Reduced revenue 45% Decreased efficiency and redundant efforts   … and customers (97%) 49% Reduced loyalty 48% Reduced implementation of customer feedback 46% Inaccurate view of the customer journey