Watch this #Bii17 webinar on-demand: http://dg-r.co/2uj6Ybl This session will highlight how modern marketing teams are using reporting and measurement to provide insights and intelligence on the areas that are resonating with key buyers.

1. #Bii17
TM
4 Ways Measurement Is Making Sales
& Marketing Smarter About Their
Buyers
SPONSORED BY:

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Demand Gen Report: @DG_Report
Klaudia Tirico: @klaudiatirico
BrightFunnel: @brightfunnel
Dayna Rothman: @dayroth

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How Are We Doing?

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Panelists
MODERATOR:
Klaudia Tirico
Features Editor
Demand Gen Report
Dayna Rothman
VP of Marketing & Sales Development
BrightFunnel
@dayroth

8. Today’s buyers are:
Multi-channel Multi-device Part of a
decision team
The role of marketing has changed.

9. Making sense of the data enables you to show marketing’s
direct impact on revenue for the business.
We are living in an era of data.

10. The holy grail for a revenue team is turning the buyer journey
into a science by leveraging data to send the right message,
to the right person, at the right time.

11. Smart sales and marketing teams are leveraging reporting
and measurement to provide key insights into what
resonates with your buyers.

12. …CRM doesn’t tell the whole revenue story. So you
need multi-touch attribution
But the problem is…

13. Marketing Touches
Account Contacts
Closed/Won DealLead Created Opportunity Created

14. Closed/Won DealLead Created
Marketing Touches
Account Contacts
Opportunity Created

15. You need a view of
the entire account
to understand your
buyer’s full journey.

16. Top 4 Ways Measurement Helps You Sell Smarter
1. Align the sales and marketing teams around a shared sense-of-purpose
2. Analyze what channels and programs work to source and accelerate
revenue
3. Track ABM initiatives across sales and marketing for key insights into
target accounts
4. Provide your sales team real-time opportunity analyses, so they
understand the full buyer journey and how marketing contributes to a
closed deal

17. 1. Align Sales and Marketing Around
Measurements that Matter

18. Marketing…. Sales….

19. Marketing needs to tie their efforts to the metrics that
matter for the business..

20. — like pipeline
and revenue.

22. Align Your Revenue Team Around
Shared goals—like marketing owned pipeline and revenue
Target accounts—an agreed-upon selection of key accounts
Defined revenue functions—spanning across the full customer journey
Marketing: Door
Opener
Account
Development
Reps:
Accelerator
Account
Executives: Closer

23. Your SDR Team Can Drive Alignment
Consider having them report to
marketing
Owns 1:1 relationships with contacts
at target accounts
Supplements a broad-based approach
with multi-channel campaigns
Engages in personalized outreach
Accelerates key accounts to close
Schedules meetings for sales reps

24. The Revenue Team at BrightFunnel
End-to-end funnel ownership from marketing to customer success
Revenue
Team
VP of Marketing
Core Marketing ABM Programs
Account
Development
Reps
VP of Sales and
Customer
Success
Closing AEs Onboarding
Customer
Success
Revenue Ops
Marketing ops Sales ops

25. Communication is The Key to Success
Agreed upon sales stage definitions
Regular revenue team forecast and pipeline meetings
Communication and messaging around marketing programs, events, and
content
Sales inclusion in the planning of joint initiatives
Shared revenue technology stack

26. 2. Analyze What Channels and Programs Work
for Sourcing and Accelerating Revenue

27. Measurement Helps You Understand the Buyer
Journey

28. What Works to Source Pipeline and Revenue?

29. What Influences Pipeline and Revenue?

30. What is the Last Activity Before Opp Creation?

31. What is the Velocity of a Campaign Group?

32. The Results Differ Based on Data Slicing
Company
size 51-250
Company
size 251-
1000

33. 3. Track ABM Initiatives Across Both Sales and
Marketing

34. Another key way to
align your revenue
teams is through
shared ABM
success metrics.

35. Engagement Across All Target Accounts
What percentage of accounts in
your database or target accounts
are engaged by marketing/ADRs?
How much of your TAM have you
developed relationships with?
How engaged is your full database?

36. Full-Funnel View into Top Engaged Accounts
Who are your top engaged
accounts?
How built out are these accounts?
What is your mix of engagement by
marketing and sales activity?
How active are these accounts on
your website?

37. Account Buyer Journey Breakdown

38. Marketing Engagement Over Time
How engaged is the
account?
What are the peaks of
account engagement?

39. Door opener
direct mail
campaign
STEP 1
Personalized
email linking to
relevant content
STEP 2
Reach-out on
social media
STEP 3
X
STEP 4
X
STEP 1
Targeted Ads on
social
STEP 2
Add to
customized
nurture stream
STEP 3
Room drop at
event
STEP 4
X
STEP 1
X
STEP 2
Call to connect
STEP 3
Invite to VIP
experience at
event
STEP 4
X
STEP 5
Targeted
account-based
webinar
STEP 5
Sales cycle and
relationship
building
STEP 5
SDR Team
Marketing
AEs
Use Insights to Help Drive Coordinated Plays

40. 4. Provide Your Sales Reps Real-Time Opp
Analyses

41. The key to
successful sales
and marketing
alignment is
consistent
communication.

42. Give AE Access to Opportunity Analysis

43. Look at the Full History of the Opportunity

44. Show AEs What Accounts Need Sales Love

45. Communicate Metrics on a Regular Basis
Provide sales with monthly
or quarterly reports on how
marketing activities
influence opps, deals, and
target accounts
Send out quarter-end deal
reports showing marketing
impact

46. #Bii17
How Are We Doing?

47. #Bii17
Q&A / Panelists
MODERATOR:
Klaudia Tirico
Features Editor
Demand Gen Report
Dayna Rothman
VP of Marketing & Sales Development
BrightFunnel
@dayroth

48. #Bii17
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