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Sales & Marketing:
Meet the New Power Couple
Sara Varni
SVP, Marketing, Salesforce
My Personal Journey
Boondocks Wall St. Hollywood Silicon Valley
Since I’ve Been at Salesforce…
2007 2015
Connect with Your Customers
in a Whole New Way
SNA
Terminal
Mainframe LAN / WAN
Client
Server
LAN / WAN
Client
Server
Thousands customer
interactions
connected
thingsBillions Trillions
LTE
Mobile
Cloud
Millions
Buyers Are More Connected to Information Than Ever Before
Website
Social Media
Email
References
Community
Buyers Are Now 60% Through Sales Cycle Before They Engage
With a Sales Person
ABOUT US CONSUMER
REVIEWS
SOCIAL
MEDIA
COMMUNITY
DISCUSSIONS
PRICING
PAGE
CONTACT
SALES
GOOGLE
SEARCH
60% of the buyer’s journey
is complete by the time he
or she reaches out to sales.
60%
In 2020, this rate of
completion is projected
to be 85% or higher.
85%
The Goal of Marketers is to Fuel Sales, But Most Organizations
Aren’t Aligned
Sources: SiriusDecisions
Email
References
Social
Website
Community
Marketing Sales
are unsatisfied with
sales and marketing
data alignment
63%
say sales and
marketing operations
alignment is poor
58%
The Impact: Sales is less productive & it’s harder to close deals
Sources: Business2 Community, Leap Job, Ovation Sales, Group,
Sirius Decisions, TopRankMarketing
of buyers want to wait
to connect with a
company until they’re
ready to buy
90% of cold calls result in
an appointment with
a customer
2%
average sales cycle
increased 22% due to
more people involved
in buying process
22%
on average, sales
people invest 6.25 hours
to set one appointment
6.25
How Can Marketers Guide Sales to Connect With Buyers?
Bridging the Marketing and Sales Divide
Marketing
Sales
Are you building killer content?
Does your website talk to core buyers?
Do you have the right tools to bring people back?
Are your sales teams enabled on
marketing content?
Do reps know which leads to
focus on?
Are reps empowered to run their
own campaigns?
Establish Yourself as the Domain Expert
Create brand agnostic, practical
content
Build a killer library, make things
easy to find
Focus on quality vs. quantity
Optimize for SEO
New category? Define it.
Make Sure Your Website Speaks to Your Core Buyers
Define buyer and influencer
personas
Focus on business value vs.
features
Make content contextual
THIS
NOT THIS
Create the Right Customer Journey
Build customer stories, videos and
other content to pull prospects
through funnel.
Leverage email nurture to
understand pathing.
AWARENESS
CONSIDERATION
CLOSE
Enable, Enable, Enable
Train sales on every piece of content.
Create talk tracks to make the
conversation consultative.
Lost time = lost pipeline
Empower Reps with Tools to Drive Their Own Business
Lead scoring to prioritize activity
Templates to add a personal touch
Self-directed campaigns to tailor
content to sales reps needs
Create the Virtuous Circle, Not the Vicious Cycle
Better Leads
Higher Rep
Productivity
More
Closed
Deals
More Customer
References
More
Awareness
42%
Increase in Sales
Revenue
Other Lessons Learned…
Pick One Metric Your Entire Team Tracks Daily
Use Technology Wisely
Look for Inspiration All Around You
Take Creativity Breaks
Give Your CEO a Megaphone
Always Be Looking for Your Replacement
Outsource to the Pros
Thank you

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Sales and Marketing: Meet the New Power Couple

  • 1. Sales & Marketing: Meet the New Power Couple Sara Varni SVP, Marketing, Salesforce
  • 2. My Personal Journey Boondocks Wall St. Hollywood Silicon Valley
  • 3. Since I’ve Been at Salesforce… 2007 2015
  • 4. Connect with Your Customers in a Whole New Way SNA Terminal Mainframe LAN / WAN Client Server LAN / WAN Client Server Thousands customer interactions connected thingsBillions Trillions LTE Mobile Cloud Millions
  • 5. Buyers Are More Connected to Information Than Ever Before Website Social Media Email References Community
  • 6. Buyers Are Now 60% Through Sales Cycle Before They Engage With a Sales Person ABOUT US CONSUMER REVIEWS SOCIAL MEDIA COMMUNITY DISCUSSIONS PRICING PAGE CONTACT SALES GOOGLE SEARCH 60% of the buyer’s journey is complete by the time he or she reaches out to sales. 60% In 2020, this rate of completion is projected to be 85% or higher. 85%
  • 7. The Goal of Marketers is to Fuel Sales, But Most Organizations Aren’t Aligned Sources: SiriusDecisions Email References Social Website Community Marketing Sales are unsatisfied with sales and marketing data alignment 63% say sales and marketing operations alignment is poor 58%
  • 8. The Impact: Sales is less productive & it’s harder to close deals Sources: Business2 Community, Leap Job, Ovation Sales, Group, Sirius Decisions, TopRankMarketing of buyers want to wait to connect with a company until they’re ready to buy 90% of cold calls result in an appointment with a customer 2% average sales cycle increased 22% due to more people involved in buying process 22% on average, sales people invest 6.25 hours to set one appointment 6.25
  • 9. How Can Marketers Guide Sales to Connect With Buyers?
  • 10. Bridging the Marketing and Sales Divide Marketing Sales Are you building killer content? Does your website talk to core buyers? Do you have the right tools to bring people back? Are your sales teams enabled on marketing content? Do reps know which leads to focus on? Are reps empowered to run their own campaigns?
  • 11. Establish Yourself as the Domain Expert Create brand agnostic, practical content Build a killer library, make things easy to find Focus on quality vs. quantity Optimize for SEO New category? Define it.
  • 12. Make Sure Your Website Speaks to Your Core Buyers Define buyer and influencer personas Focus on business value vs. features Make content contextual THIS NOT THIS
  • 13. Create the Right Customer Journey Build customer stories, videos and other content to pull prospects through funnel. Leverage email nurture to understand pathing. AWARENESS CONSIDERATION CLOSE
  • 14. Enable, Enable, Enable Train sales on every piece of content. Create talk tracks to make the conversation consultative. Lost time = lost pipeline
  • 15. Empower Reps with Tools to Drive Their Own Business Lead scoring to prioritize activity Templates to add a personal touch Self-directed campaigns to tailor content to sales reps needs
  • 16. Create the Virtuous Circle, Not the Vicious Cycle Better Leads Higher Rep Productivity More Closed Deals More Customer References More Awareness 42% Increase in Sales Revenue
  • 18. Pick One Metric Your Entire Team Tracks Daily
  • 20. Look for Inspiration All Around You
  • 22. Give Your CEO a Megaphone
  • 23. Always Be Looking for Your Replacement