The webinar discusses aligning marketing operations and technology with sales to drive growth. It covers challenges with misaligned data between sales and marketing teams. The presentation provides tips on integrating systems to improve lead generation, qualification and tracking outcomes. Examples are given of how Bit Stew Systems addressed issues by auditing processes, integrating marketing automation with CRMs, and ensuring consistent data sharing across teams.

1. Driving Growth by Aligning Marketing
Operations & Technology with Sales
Webinar
Wed, June 28

2. Driving Growth
by Aligning
Marketing
Operations &
Technology with
SalesZak Pines
VP, Marketing
Luque Wang
Sr. Manager, Marketing
Operations

3. Agenda
● Marketing Ops Challenges
● How Bit Stew Systems Addressed
● 5 Tips: Aligning Marketing Ops w/ Sales
● 5 Tips: Aligning Sales & Marketing Systems
● Q&A and Discussion

4. Challenges of Sales & Marketing Ops
Difficult to aggregate
& align data
Marketing metrics
from many sources
Not connected to
sales outcomes
No real time visibility

5. Sales & Marketing Misalignment
Sales Marketing
source:
http://www.heinzmarketing.com/wp-content/uploads/201
6/09/misalignment-of-the-rails.jpg

6. Align Systems to Fuel Sales & Marketing

7. Bit Stew’s Ops Objectives
▪Scale lead gen & management
▪Provide actionable insights to sales &
marketing
▪Improve marketing operational efficiency
▪Reduce human error from manual work
▪Setup measurable metrics
▪Enable SMarketing integration

8. 7 Steps to Address This
1. Audit systems & identify operational challenges
2. Understand the data flow & its limitations
3. Re-map business processes, including hidden processes!
4. Develop the desired new data flow
5. Reduce system redundancies
6. Implement changes
7. Enable integrated reporting and analytics

9. Bit Stew’s Integrated SMarketing Ops
Create opportunities
from SQCs
Nurture contact into MQC {
Main Goals
Identify & Qualify SQCs
from MQCs {
Individual Contacts
Marketing Qualified Contacts
(MQCs)
Sales Qualified Contacts
(SQCs)
Pipeline
Opportunities
Closed
Deals
Target
Amount
{
{Close Deals
}
}
Marketing
Sales
SMarketing works best with a closed-loop funnel reporting by tracking the success with particular prospects
from the marketing stage through sales efforts.
•Integrated business goals
& approaches
Common terminologies
& KPIs
Measurable targets
Mutual accountability

10. Bit Stew’s KPIs by Revenue Team Groups
▪ Capture contacts
▪ Segment contacts
▪ Nurture & Score contacts
▪ Re-segment contacts
▪ Identify Marketing Qualified
Contacts (MQCs)
▪ Calls / emails / voice messages
▪ Qualify / Disqualify contacts
▪ Schedule meetings
▪ Collect additional insights
▪ Build & nurture Relationship
▪ Identify Sales Qualified Contacts
(SQCs)
▪ SQCs are assigned to each sales
▪ Sales follow up each SQC
▪ Create potentials
▪ Close deals
Marketing – Air Cover Inside Sales – Personal Touch Sales – Pipeline Growth

11. Everything is Connected to Everything Else
Tracking, Analyzing & Reporting Sync with SalesMarketing Activities
SEO
Online Ads
Events
Social
Media
Emails
Blogs
Videos
Gated
contents
Forms
Landing
pages Web analysis
Campaign analysis
Tracking
Reporting
System Update (Marketing Automation & CRM)
Campaign and Strategy Update
Inside Sales
Operations
Build contact profile
Segment contact List
Direct Sales
Operations

12. Aligned Tech Stacks to Drive SMarketing
Capture Data Aggregate Data Report Data
Marketing Data

13. Data Mapping across Systems
Marketing Hub SMarketing Integration
Platform
Sales Hub
Company Company Account
Contact Contact Lead/Contact
Deal Opportunity Potential
Engagement Activity Task
Owner Owner User

14. Best Practices for aligning mktg ops
#1 - CRM system as home for business performance reports
#2- Marketing automation aggregate marketing data from various sources & feed
consistent data to CRM
#3- Leverage sales & marketing middleware to keep data in sync & aligned
#4- Key to success: Sync opportunity data back to marketing systems
#5 - Use Marketing automation system as a day-to-day marketing optimization tool

15. Aligning sales & marketing systems
#1 - Sync data in both directions to ensure complete & consistent data
#2- Immediately deliver marketing qualified leads to sales
#3- Provide sales visibility to key marketing data in CRM
#4- Ensure marketing has up-to-date CRM data for targeting
#5- Sync opportunity data from CRM to marketing for closed loop reporting

16. What is your preferred next step?
▪ I have a specific integration I’d like to get started
▪ Discuss improving sales & marketing systems alignment
▪ Demo Bedrock Data for improving sales & marketing systems alignment
▪ Share this with others at my company
▪ No next steps

17. MarTech Terms Infographic
• Unique Terminology of SaaS Systems
• “Lead” or “Person” or “Prospect” or “Contact”?
• “Opportunity” or “Deal” or “Potential”?
Check It Out:
• www.BedrockData.com/Blog
• Pinned Tweet @BedrockData

18. Q&A and Discussion
Zak Pines
@MoneyballMktr
zak@BedrockData.com
www.MoneyballMarketer.com