How to Align Sales & Marketing - CEB October 2016
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Without tight alignment between sales and marketing, your company is leaving revenue on the table. Research shows aligned teams achieve more growth, better profits, and higher productivity. Hosted by two industry veterans, Joe Andrews and Andrea Austin, this presentation from CEB in Las Vegas, is based on original research and content from Aligned to Achieve, a new book published by Wiley.
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How to Align Sales & Marketing - CEB October 2016
- 1. ANDREA AUSTIN VP of Enterprise @aaustin94965 JOE ANDREWS VP of Marketing @andrewsjoe Align Your Sales & Marketing Teams Into a Single Force for Growth
- 2. Topics • An Age-Old Problem • How to Get Aligned • What Success Looks Like #AlignedtoAchieve @insideview
- 3. ALIGNMENT (a hot topic for the last 20 years)
- 4. Why Now? The Buyer is in Charge Source: CEB Alignment Needed Point where buying groups struggle the most Customer Due Diligence Begins Customer Purchase Decision Point where buying groups first engage with sales
- 5. Challenges to Alignment What are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016 #AlignedtoAchieve @insideview
- 6. No wonder we still don’t get along.
- 8. Source: IDC or more of annual revenue;; or $100M for a 1B company
- 10. Source: InsideView Market Report 2016 • Marketing spends most of their time on branding and events (65%) • Marketing isn’t accountable for pipeline (55%) • I respect my marketing department (86%) • Sales people are single-celled organisms that chase revenue (27%) • Sales people are a bunch of mavericks (26%) • Sales is a difficult job (94%) Positive and Negative Attitudes Continue #AlignedtoAchieve @insideview
- 11. A toxic culture grows.
- 12. Topics • An Age-Old Problem • How to Get Aligned • What Success Looks Like
- 13. A Plan for Alignment
- 14. Relationships start at the top.
- 15. Marketing exists to make sales easier, but we’re not doormats.
- 16. unrealistic expectations out of touch no follow-up no sense of urgency only complains don’t listen don’t understand our pressures pipeline measurement unfair leads are worthlesswon’t use systems aren’t accountable only want “net” new What Are We Afraid Of? #AlignedtoAchieve @insideview
- 17. Meet with you and give feedback? Take you on sales calls? Share their account plans? Follow-up on leads, even if only to reject them? Use the tools you provide? How Can You Measure Trust? #AlignedtoAchieve @insideview Source: SiriusDecisions
- 18. Be proactive and communicate well in advance Be overly transparent Make recommendations, don’t just ask questions Get feedback from everyone Listen first Brainstorm together Leverage opinion leaders Back at the Office…
- 19. A Plan for Alignment
- 20. We Focus on Different Things → Conflict Long-term Segments Leads Top of lead funnel Campaign metrics This quarter Accounts, titles, people Closing deals Start of sales cycle Quota attainment #AlignedtoAchieve @insideview
- 21. The Traditional Funnel #AlignedtoAchieve @insideview
- 22. The New Funnel #AlignedtoAchieve @insideview
- 23. Alignment at Every Handoff Point Source: Forrester Research, Inc., “Build An Adaptive, Efficient Process To Elevate Leads To Revenue,” March, 2016 #AlignedtoAchieve @insideview
- 24. How often do you meet with the marketing team to discuss pipeline? How often do you meet with the sales team to discuss pipeline? We’re Terrible Communicators Source: InsideView Market Report 2016#AlignedtoAchieve @insideview
- 25. A #Smarketing meeting cadence promotes accountability.
- 27. of marketers say that pipeline is the primary way they are measured – more than lead quality or quantity! Source: InsideView Market Report, 995 respondents, Oct 2015 Yay! #AlignedtoAchieve @insideview
- 28. Back at the Office… Focus on handoff points Create SLAs Smarketing meetings Focus on pipeline Jointly define everything #AlignedtoAchieve @insideview
- 29. A Plan for Alignment
- 30. Data is the Great Equalizer What are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016 #AlignedtoAchieve @insideview
- 31. Must Have a Data Strategy #AlignedtoAchieve @insideview
- 32. Integrated Data Improves Performance #AlignedtoAchieve @insideview
- 33. Account-Based “Everything” is a Forcing Function #AlignedtoAchieve @insideview
- 34. Topics • An Age-Old Problem • How to Get Aligned • What Success Looks Like
- 35. Advanced Alignment #AlignedtoAchieve @insideview
- 36. Ultimate Success Source: Sirius Decisions #AlignedtoAchieve @insideview
- 37. Back at the Office… Agree with your CEO that you have an alignment imperative. Measure trust with your sales team and take action. Review your funnel definitions. Report on the same metrics. Focus on pipeline. Bite the bullet and give marketing variable compensation. #AlignedtoAchieve @insideview
- 38. 7 Predictions for the Future of Alignment l #AlignedtoAchieve @insideview
- 39. Get aligned! #AlignedtoAchieve @insideview