The Secrets to Getting Sales and Marketing to Work Together Better with Highspot's CMO
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Forrester research has found that companies that align sales and marketing teams achieve 24% faster growth rates and 27% faster profit growth. Why do organisations struggle to achieve this and what does such an alignment look like? Join this session with Highspot CMO Jon Perera for a conversation on the ways to reimagine your sales and marketing teams to stay ahead of the curve.
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The Secrets to Getting Sales and Marketing to Work Together Better with Highspot's CMO
- 1. JON PERERA CMO Highspot The Secrets to Getting Sales and Marketing to Work Together Better
- 2. Shared system of strategy, communication, execution, and goals that enable sales & marketing sales to operate as a unified team
- 4. NEGATIVE CONSEQUENCES 35% Reps Achieved Quota B2B Tech Companies in 2021 Source: Alexander Group 65% Marketing Content Goes Unused by Sales Reps Source: Forrester
- 5. Companies that align sales and marketing teams achieve 24% faster growth rates and 27% faster profit growth. Source: Forrester
- 6. Driving Competitive Edge: A 5 Step Roadmap
- 7. 1. ALIGN ON GOALS One Scorecard Seller Confidence
- 8. 2. BUILD TRUST Photo Credit: Rock & Ice
- 9. 3. ONE NARRATIVE Messaging Workshops Single Source of Truth
- 10. ● Win/Loss Calls ● Deal Forensics ● Digital Buyer Rooms 4. SCALE WINNING BEHAVIORS
- 12. 1. Align Goals 2. Build Trust 3. Deliver One Narrative 4. Scale Winning Behaviors 5. Create Dynamic Alignment TAKEAWAYS
Editor's Notes
- Alignment between sales and marketing should be a priority for any business leader looking to generate growth. Of course, it’s easier said than done. Their destination may be the same, but often sales and marketing teams have been at odds when it comes to getting there, relying on different approaches, using different success metrics and speaking different languages. Working together, aligned teams can deliver high-impact marketing activities, boost sales effectiveness, and ultimately grow revenue
- WHY CARE? Last 4 years, the cost of VC capital quite low and the premium was on growth Today, capital markets have a premium on efficient growth Today’s economy will reward efficient growth vs growth at any cost.
- Add in the root cause here: Goals mis-aligned, lack of partnership/trust, don’t know how to work together; and we ultimately don’t know what’s working: More, More, More
- So how do you get started with driving alignment? I’m going to share a 5 step roadmap that you can put into practise straight away.
- Shared score card: Tackle misalignment by recognising that you are all working towards the same goals. (Talk about the things we analyse with our score cards and the benefits of having one in place). Uniting perspectives under an all-up goal deepens Sales and Marketing’s understanding of how their objectives relate to one another and fosters better collaboration How to get started with score cards: Get your Sales & Marketing leaders to sit down and highlight their top 3-5 goals and outcomes to spot synergies. Once you’ve defined your goals you’ll be able to set up dashboards which clearly reflect the results you’re collectively trying to achieve.
- Having shared goals isn’t enough. It’s about trust, and the ability to be open & real about the biz. Example JP and Matt W moving into office together - shared POV on the biz, and personal relationship >10 of my interviewees spoke about the the CMO:CRO relationship Gems Disagree & commit Keep it Open & Real Model the behaviors
- Chasm between the CEO/Marketing vision story, and what reps on the front line say everyday: the compete narrative; the difference between the main stage and the frontline. Example Marketers hope: the right message, the right content at the right moment of the buyers journey. But we all know the reality – sellers spend 4-8 hrs per week finding/creating content; and marketing content doesn’t align w the reality on the front line. Without that common story to tell which leads to our unique differentiation, what you get is a mis-mash of sales produced or altered content, which kills scalability, productivity and pollutes your brand in the market Gems Shared workshop on the core message PMM and Sales, with real front line reps, not just the head of sales. Single source of truth for marketing content, messaging, and compete insights
- Chasm between the CEO/Marketing vision story, and what reps on the front line say everyday: the compete narrative; the difference between the main stage and the frontline. Example Marketers hope: the right message, the right content at the right moment of the buyers journey. But we all know the reality – sellers spend 4-8 hrs per week finding/creating content; and marketing content doesn’t align w the reality on the front line. Without that common story to tell which leads to our unique differentiation, what you get is a mis-mash of sales produced or altered content, which kills scalability, productivity and pollutes your brand in the market Gems Shared workshop on the core message PMM and Sales, with real front line reps, not just the head of sales. Single source of truth for marketing content, messaging, and compete insights