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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
Thou...
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
COMMU...
The Goal of Marketers is to Fuel Sales, But Most Organizations
Aren’t Aligned
Sources: SiriusDecisions
Email
References
So...
The Impact: Sales is less productive & it’s harder to close deals
Sources: Business2 Community, Leap Job, Ovation Sales, G...
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 bu...
Establish Yourself as the Domain Expert
Create brand agnostic, practical
content
Build a killer library, make things
easy ...
Make Sure Your Website Speaks to Your Core Buyers
Define buyer and influencer
personas
Focus on business value vs.
feature...
Create the Right Customer Journey
Build customer stories, videos and
other content to pull prospects
through funnel.
Lever...
Enable, Enable, Enable
Train sales on every piece of content.
Create talk tracks to make the
conversation consultative.
Lo...
Empower Reps with Tools to Drive Their Own Business
Lead scoring to prioritize activity
Templates to add a personal touch
...
Create the Virtuous Circle, Not the Vicious Cycle
Better Leads
Higher Rep
Productivity
More
Closed
Deals
More Customer
Ref...
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 Slide 1 Sales and Marketing: Meet the New Power Couple Slide 2 Sales and Marketing: Meet the New Power Couple Slide 3 Sales and Marketing: Meet the New Power Couple Slide 4 Sales and Marketing: Meet the New Power Couple Slide 5 Sales and Marketing: Meet the New Power Couple Slide 6 Sales and Marketing: Meet the New Power Couple Slide 7 Sales and Marketing: Meet the New Power Couple Slide 8 Sales and Marketing: Meet the New Power Couple Slide 9 Sales and Marketing: Meet the New Power Couple Slide 10 Sales and Marketing: Meet the New Power Couple Slide 11 Sales and Marketing: Meet the New Power Couple Slide 12 Sales and Marketing: Meet the New Power Couple Slide 13 Sales and Marketing: Meet the New Power Couple Slide 14 Sales and Marketing: Meet the New Power Couple Slide 15 Sales and Marketing: Meet the New Power Couple Slide 16 Sales and Marketing: Meet the New Power Couple Slide 17 Sales and Marketing: Meet the New Power Couple Slide 18 Sales and Marketing: Meet the New Power Couple Slide 19 Sales and Marketing: Meet the New Power Couple Slide 20 Sales and Marketing: Meet the New Power Couple Slide 21 Sales and Marketing: Meet the New Power Couple Slide 22 Sales and Marketing: Meet the New Power Couple Slide 23 Sales and Marketing: Meet the New Power Couple Slide 24 Sales and Marketing: Meet the New Power Couple Slide 25
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Sales and Marketing: Meet the New Power Couple

Sara Varni, SVP of Marketing at Salesforce shared best practices for achieving alignment between marketing and sales teams at Norwest's 2015 Demand Generation Summit.

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Sales and Marketing: Meet the New Power Couple

  1. 1. Sales & Marketing: Meet the New Power Couple Sara Varni SVP, Marketing, Salesforce
  2. 2. My Personal Journey Boondocks Wall St. Hollywood Silicon Valley
  3. 3. Since I’ve Been at Salesforce… 2007 2015
  4. 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. 5. Buyers Are More Connected to Information Than Ever Before Website Social Media Email References Community
  6. 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. 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. 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. 9. How Can Marketers Guide Sales to Connect With Buyers?
  10. 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. 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. 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. 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. 14. Enable, Enable, Enable Train sales on every piece of content. Create talk tracks to make the conversation consultative. Lost time = lost pipeline
  15. 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. 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
  17. 17. Other Lessons Learned…
  18. 18. Pick One Metric Your Entire Team Tracks Daily
  19. 19. Use Technology Wisely
  20. 20. Look for Inspiration All Around You
  21. 21. Take Creativity Breaks
  22. 22. Give Your CEO a Megaphone
  23. 23. Always Be Looking for Your Replacement
  24. 24. Outsource to the Pros
  25. 25. Thank you

Sara Varni, SVP of Marketing at Salesforce shared best practices for achieving alignment between marketing and sales teams at Norwest's 2015 Demand Generation Summit.

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