Why Sales NEEDS Marketing to Make Quota

REALITY
CHECK:

Why
Sales
NEEDS

Marketing
to
Make
Quota

Anne
Marsden

Principal,
Marsden
&
Associates

Thursday,
June
19th
at
3:00
PM

Sales
and
Marketing

Need
to
Play
Together

www.MarsdenAssociates.com

Image
Source:
LSP
Consulting

How
Sales
Feels


How
Marketing
Feels


…and
buyers
are
changing



Image
Source:
Marketo

Unprecedented
Changes
in
Buying
Behavior

So,
now
what?


Step
1:
Get
Found



Image
Source:
Business2Community

Thought
leadership
(speeches,
presentations,

OpEds),
Videos,
Infographics
,
Industry
data/
research,
Surveys,
Lists,

Articles,
Quizzes,
Blog

posts

White
papers,
Data
sheets,
Analyst

reports,
ROI
calculators,

Webinars,

Newsletters,
Demos,
Buying
guides,

Case
studies,

eBooks

Sales
Presentations,

Testimonials

Pricing
guides

In-‐person

events

SALES
Ready to Buy
Preparing RFP &
Making Short List
Identify Problem.
Research & Create
Internal Business Case
Step
2:
Right
Info
-‐
Right
People
-‐
Right
Time

•  B2B
buyers
are
often
more
than
halfway
to
a
buying
decision
before
talking
to
sales


MARKETING

Step
3:
Speak
a
common
language


Image
Source:
Fun-‐damentals.com

Who
is
a

“Lead”?

•  A
person
who
downloaded
something

is
not
a
lead.

•  A
tradeshow
visitor
is
not
a
lead.

•  A
demo
participant
is
not
a
lead.

…but
someone
who
does
all
three
might
be
a
lead.


Step
4:
Marketing
Automation

Source:
Forrester

Image
Source:
Forrester

Step
4:
Marketing
Automation
(Continued)

Source:
Marketo

Image
Source:
Marketo

MA:
Hot
But
With
a
Long
Way
to
Go


Step
4:
ROI
of
Marketing
Automation.

The
Big
BUT….

Source:
Sirius
Decisions

Image
Source:
SiriusDecisions

Step
5:
Lead
Scoring
-‐

“Google
Maps”
for
Sales
and
Marketing


Step
6:
Lead
Nurturing

Source:
Marketo

Image
Source:
Marketo


Step
7:
Close
the
Loop

Image
Source:
Marketstar

Step
8:
Predictive
SLA’s


Hubspot
Signals
-‐
Free
template:
Calculate
Your
Service
Level
Agreement

30%
of
sales
eﬀort

still
spent
on
just

2%
of
revenue

Sales
Needs
Marketing


1.  Get
good
at
digital.

2.  Right
info,
right
channels,
right
time.

3.  Automate:

•  Lead
Nurture

•  Lead
Scoring

4.  Communicate
/
Sales
input.


Marketing’s
New
Mandate

Marketing
Needs
Sales


•  Close
the
Loop

•  Communicate
and
Educate

•  Be
Brave


Close
the
Loop

Communicate

&
Educate

Be
Brave

Sales
&
Marketing:
Jointly
Driving
Success

Marketing
–
“Help
me,
help
you”

Sales
–
“Show
me
the
money”

•  Get
out
in
front
of
prospects:

Digital
and
live
with
targeted

content

•  Give
input
on
buyer
personas,

customer
pain
points,
real
life

experiences

•  Gather
intelligence
on
prospect

interests
(Marketing
Automation

&
Google
Analytics)

•  Provide
customer
insights.
How

they
buy,
Testimonials,
case

studies
(creating
content
for

marketing)

•  Lead
score
and
lead
nurture
•  Lead
scoring
feedback
(not
all

leads
are
created
equal)

•  Communicate!
(Promotions,

initiatives,
changes,
etc.)

•  Close
the
loop

•  SLA’s
•  SLA’s


MARSDEN
+ a s s o c i a t e s
Based
in
Atlanta,
GA,
Marsden
&
Associates
is
a
full
service
marketing
and
business

development
ﬁrm
that
brings
together
the
best
in
marketing
strategy,
lead

generation
and
integrated
campaigns.
For
over
10
years,
Marsden
&
Associates
has

been
working
with
B2B
clients
to
drive
revenue
and
market
share
gains
while

improving
the
ROI
of
their
marketing
and
sales
programs.

Visit
Our
Website:
www.MarsdenAssociates.com/

Send
us
a
Message:
info@marsdenassociates.com

Give
Us
a
Call:
(678)
369-‐0019

Connect
With
Us:
@MarsdenAssoc
,
@AnneMarsden



Sources

1.  Crandell,
Christine.
“Sales
and
Marketing
Alignment
Begins
with
the
Customer.”
Forbes,
2013.

2. 
Ernst,
Jeff,
David
M.
Cooperstein,
and
Matthew
Dernoga,
B2B
Sales
And
Marketing
Alignment

Starts
With
The
Customer,
Forrester
Research
(2011).

3. 
Hollar,
Katie.
“30
Shocking
Marketing
Automation
Stats
for
2014.”
Capterra,
2014.

4. 
Kantrowitz,
Alex.
“Only
16%
of
B2B
Companies
Use
Marketing
Automation:
Study.”
Ad
Age,

2014.

5. 
Vaughan,
Pamela.
“30
Thought-‐Provoking
Lead
Nurturing
Stats
You
Can’t
Ignore.”
HubSpot,

2012.

6. 
York,
Joel.
The
New
Breed
of
B2B
Buyer,
(2013).

7. 
Calculating
the
Return
on
Marketing
Automation,
SiriusDecisions,
(2009).

8. 
Make
It
All
About
the
Benjamins:
How
to
Build
a
Successful
Business
Case
for
Marketing

Automation,
Nelone,
(2011).

9. 
Sales
and
Marketing
Alignment:
A
Primer
on
Successful
Collaboration,
Aberdeen
Group,
(2014).

10. 
The
Definitive
Guide
to
Lead
Generation,
Marketo,
(2014).

11. 
The
Definitive
Guide
to
Marketing
Metrics
and
Marketing
Analytics,
Marketo,
(2011).

12. 
The
Demand
Gen
Pro’s
Cookbook,
Eloqua,
(2014).

13. 
Sales
and
Marketing
Alignment:
A
Primer
on
Successful
Collaboration,
Aberdeen
Group,
(2014).

14. 
Your
Move:
Leading
Prospects
from
Content
to
Sales,
IDG
Enterprise,
(2013).

15. 
“Demand
Generation”,
www.marketstar.com

16.  http://www.getsignals.com/calculate-‐service-‐level-‐agreement-‐template

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