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How to Bring Sales and Marketing
Together in 2021
Sam Gong | BDR Director, Adobe Digital
Experience
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Sam Gong
BDR Director, Adobe Digital Experience
Adobe
Agenda
“Alignment”
3 keys to marketing & sales alignment
• Contextual lead handoff
• Continuous customer journey
• Collaborative messaging
framework
Partnering to establish context
Defining journey continuity
Creating collaborative messaging
For 2021- Organize & Refine
©2020 Adobe. All Rights Reserved. Adobe Confidential.
“Alignment”
• Sales feels unempowered
• Sales is frustrated and doesn’t know how to fix marketing
• The breakdown creates ‘us’ & ‘them’
• LinkedIn is flooded with cheap shots & sales memes about marketing
• Marketing and sales are part of the same revenue generating
process
• Let’s create a shared vocabulary and model to bridge the sales &
marketing gap
©2020 Adobe. All Rights Reserved. Adobe Confidential.
5
Messages About
Self Prospect
The Messaging Funnel
©2020 Adobe. All Rights Reserved. Adobe Confidential.
6
Lost in transition – contextless leads
?
Mystery Lead
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Alignment tactic: content framework + lead history
Research
‘Middle of funnel’
Awareness
‘Top of funnel’
Analyst Reports
Content
Syndication
Webinars + Events
E-Books & Guides
Nurture
Engagement
Product Comparisons
Pricing Questions
Whitepaper
Downloads
$
©2020 Adobe. All Rights Reserved. Adobe Confidential.
8
Lost in transition – the disconnect in the customer journey
Same pitch
for every lead
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Unused Sales
Messaging
12
Lost in transition – the one-way messaging push
DIY Sales Messaging
©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Messaging
13
Alignment tactic: mutual message refinement
Closed won / closed lost
analysis
SDR / BDR
feedback
©2020 Adobe. All Rights Reserved. Adobe Confidential.
2021 Alignment Plan
• Contextualize the lead hand-off
• Establish common ground
• Create a continuous conversation
• Establish mutual messaging
feedback
How to Bring Sales and Marketing Together in 2021

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How to Bring Sales and Marketing Together in 2021

  • 1. How to Bring Sales and Marketing Together in 2021 Sam Gong | BDR Director, Adobe Digital Experience
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Speaker Sam Gong BDR Director, Adobe Digital Experience Adobe
  • 3. Agenda “Alignment” 3 keys to marketing & sales alignment • Contextual lead handoff • Continuous customer journey • Collaborative messaging framework Partnering to establish context Defining journey continuity Creating collaborative messaging For 2021- Organize & Refine
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. “Alignment” • Sales feels unempowered • Sales is frustrated and doesn’t know how to fix marketing • The breakdown creates ‘us’ & ‘them’ • LinkedIn is flooded with cheap shots & sales memes about marketing • Marketing and sales are part of the same revenue generating process • Let’s create a shared vocabulary and model to bridge the sales & marketing gap
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 5 Messages About Self Prospect The Messaging Funnel
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 6 Lost in transition – contextless leads ? Mystery Lead
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Alignment tactic: content framework + lead history Research ‘Middle of funnel’ Awareness ‘Top of funnel’ Analyst Reports Content Syndication Webinars + Events E-Books & Guides Nurture Engagement Product Comparisons Pricing Questions Whitepaper Downloads $
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 8 Lost in transition – the disconnect in the customer journey Same pitch for every lead
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Unused Sales Messaging 12 Lost in transition – the one-way messaging push DIY Sales Messaging
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Messaging 13 Alignment tactic: mutual message refinement Closed won / closed lost analysis SDR / BDR feedback
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 2021 Alignment Plan • Contextualize the lead hand-off • Establish common ground • Create a continuous conversation • Establish mutual messaging feedback