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© 2019 Adobe. All Rights Reserved. Adobe Confidential.
ASK MARKETO ANYTHING
Active sales and marketing
collaboration
5th June 2020
HOUSEKEEPING
• This session is recorded! Slides and recording will be sent via email once the
session concludes.
• Have a question? Use the chat box on the right and we’ll pull some questions out
and answer them live
• Posting to social media? Use our hashtag #mktgnation
James Eyles
Senior Solutions Consultant
Tom Danks
Senior Solutions Consultant
38% 209%
79% 30%
ALIGNING SALES AND MARKETING
higher win rates increase in revenue
of marketing leads do not
result in closed won revenue
of CMOs have clear actions
to bring sales and marketing
closer
SOURCES: Marketo, 2020; Internal Results, 2019; Review42, 2019; Aberdeen Group, 2018.
Sales focus on
the hottest leads
COMMON ISSUES
LEADS ARE NOT
FOLLOWED UP
MARKETING HAS
REVENUE
TARGETS
SEPARATE
STRATEGIES
ACCELERATING
LEAD TO REVENUE
Marketo silo + Sales silo
=
Hard to build shared
goals
It’s sometimes tough
to measure impact
Connecting your channel
mix with sales activities
DEFINE THE COMMON GROUND
Lead?
MQL?
SQL?
SAL?
When is sales
hand-off?
What are
the rules?
AGREE YOUR SHARED GOALS
Volume? Quality?
Qualification
?
Velocity?
Upsell?
Cross-sell?
BE TRANSPARENT AND ACCOUNTABLE
Feedback loop
Communication
Learn and
iterate
Pipeline?
Revenue?
ALIGNING SALES AND MARKETING
SOURCES: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018
Awareness Explore Compare Purchase
5-7
people
20-30
people
SALES
PROCESS
BUYING PROCESS
17 months
(150-200 touchpoints) Sales
7 months
LEAD SCORING IS KEY
Awareness Explore Compare Purchase
Lead nurturing drives people
along the buying process
Time
Buyingstage
Scoring enables effective hand-off
to sales at the right time
High score =
Qualified and
ready for sales
Time
Buyingstage
Low score =
Recycle with lead
nurturing
COMMUNICATE
CREATE SHARED
GOALS TOGETHER
ALIGN PEOPLE /
PROCESS /
TECHNOLOGY
Q&A
Thank you!
Join our next session on Account-based Marketing
(Friday 19 June)

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Ask Marketo Anything about Active Sales and Marketing Collaboration

  • 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ASK MARKETO ANYTHING Active sales and marketing collaboration 5th June 2020
  • 2. HOUSEKEEPING • This session is recorded! Slides and recording will be sent via email once the session concludes. • Have a question? Use the chat box on the right and we’ll pull some questions out and answer them live • Posting to social media? Use our hashtag #mktgnation
  • 3. James Eyles Senior Solutions Consultant Tom Danks Senior Solutions Consultant
  • 4. 38% 209% 79% 30% ALIGNING SALES AND MARKETING higher win rates increase in revenue of marketing leads do not result in closed won revenue of CMOs have clear actions to bring sales and marketing closer SOURCES: Marketo, 2020; Internal Results, 2019; Review42, 2019; Aberdeen Group, 2018.
  • 5. Sales focus on the hottest leads COMMON ISSUES LEADS ARE NOT FOLLOWED UP MARKETING HAS REVENUE TARGETS SEPARATE STRATEGIES ACCELERATING LEAD TO REVENUE Marketo silo + Sales silo = Hard to build shared goals It’s sometimes tough to measure impact Connecting your channel mix with sales activities
  • 6. DEFINE THE COMMON GROUND Lead? MQL? SQL? SAL? When is sales hand-off? What are the rules?
  • 7. AGREE YOUR SHARED GOALS Volume? Quality? Qualification ? Velocity? Upsell? Cross-sell?
  • 8. BE TRANSPARENT AND ACCOUNTABLE Feedback loop Communication Learn and iterate Pipeline? Revenue?
  • 9. ALIGNING SALES AND MARKETING SOURCES: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018 Awareness Explore Compare Purchase 5-7 people 20-30 people SALES PROCESS BUYING PROCESS 17 months (150-200 touchpoints) Sales 7 months
  • 10. LEAD SCORING IS KEY Awareness Explore Compare Purchase Lead nurturing drives people along the buying process Time Buyingstage Scoring enables effective hand-off to sales at the right time High score = Qualified and ready for sales Time Buyingstage Low score = Recycle with lead nurturing
  • 11. COMMUNICATE CREATE SHARED GOALS TOGETHER ALIGN PEOPLE / PROCESS / TECHNOLOGY
  • 12.
  • 13.
  • 14. Q&A
  • 15. Thank you! Join our next session on Account-based Marketing (Friday 19 June)