Speaker: Andrea Gellert, CRO @ OnDeck

2. Marketing + Sales + BD = Revenue
Andrea Gellert
@AGGellert

3. • 20+ Years in Financial
Services
• Traditional and FinTech
• @AGGellert: Mom, Marketer
and Merchant Advocate

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5. Marketing Sales BD

6. Marketing Sales BD

10. Marketing
SalesBD
Customers

11. FROM . . . TO
Silos Collaboration
My part of the funnel Full customer
experience
Many approaches Unified strategy

12. Opportunity: Improve prospect engagement in our
sales process
Case Study
Hypothesis: Better matching of marketing
generated email content and improved sales
cadence will make a difference
Test: Blend Marketo automated email from sales
agents with a sales contact cadence of calls and
voicemails

13. Results
1/1/18 2/1/18 3/1/18
Sum of count_opened Sum of count_sent Sum of count_delivered

14. Marketing
SalesBD
Customers

16. What this means in practice:
 A lot of time
 Expect it to feel great one day and not so great the next
 Communication needs to extend throughout leadership
 Making connections within your team and key partners

17. In Closing: Advice for Marketers
Do
 Forced interaction early on
 Understand your partner
dependencies
 Look at tools like Marketo
with a different lens
Don’t
 Move too quickly on org
changes
 Assume that strategy alone
will carry the day
 Forget the culture nuances