This document discusses 4 ways that measurement is helping sales and marketing teams better understand their buyers. 1) Measurement helps align sales and marketing teams around shared goals like pipeline and revenue for key accounts. Regular meetings keep teams coordinated. 2) Analytics reveal which channels and programs most effectively generate pipeline and revenue. Data slicing shows differences by company size. 3) Tracking ABM initiatives across teams provides engagement metrics for target accounts and insights into top engaged accounts' buyer journeys. 4) Sales reps receive real-time opportunity analyses and account engagement histories to understand buyers' full journeys and marketing's contributions.

1. 4 Ways Measurement Is Making Sales and
Marketing Smarter About Their Buyers
Dayna Rothman, VP of Marketing and Sales Development

2. Dayna Rothman, VP of Marketing and Sales
Development, BrightFunnel

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

4. 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.

5. 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.

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

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

8. MarketingTouches
AccountContacts
Closed/WonDealLeadCreated OpportunityCreated

9. Closed/WonDealLeadCreated
MarketingTouches
AccountContacts
OpportunityCreated

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

11. 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

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

13. Marketing…. Sales….

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

15. — like pipeline
and revenue.

17. 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

18. 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

19. 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

20. 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

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

22. Measurement Helps You Understand the Buyer Journey

23. What Works to Source Pipeline and Revenue?

24. What Influences Pipeline and Revenue?

25. What is the Last Activity Before Opp Creation?

26. What is the Velocity of a Campaign Group?

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

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

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

30. 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?

31. 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?

32. Account Buyer Journey Breakdown

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

34. 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

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

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

37. Give AE Access to Opportunity Analysis

38. Look at the Full History of the Opportunity

39. Show AEs What Accounts Need Sales Love

40. 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

41. Q&A
dayna@brightfunnel.com, @dayroth