This document outlines a plan for aligning sales and marketing teams to improve performance. It begins by establishing that alignment has been a challenge for decades but is critical for revenue and relationships. Common misalignments are identified such as having different goals and metrics. A plan is then proposed to improve alignment through regular meetings focused on pipeline, jointly defining processes, data sharing, and account-based coordination. Regular cadence and accountability are emphasized. Success is defined as improved revenue, trust between teams, and coordinated handoffs within a revised sales funnel.
How the sibling you never wanted, but grow to love: How Sales and Marketing Alignment can make or break your customer experience.
Jeff Marcoux, CMO Lead, Microsoft
Presentation made by Diogo Rebelo at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.
In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.
Sales Operations can play a significant role in enabling transformation and driving sales productivity improvement. In particular, Sales Operations leaders can harness the power of advanced analytics capabilities to drive continuous improvement. This is an edited version of the presentation McKinsey's Brian Selby made at Dreamforce 2016.
Everything you want to know about sales growth but are afraid to askMcKinseyandCompany
Four secrets of sales leaders determine how effective they will be: selling the way customers want to buy; digital sales; make building smart analytics the norm; and bring together an A-team. From 2016 Dreamforce presentation by McKinsey's Lareina Yee and Maria Valdivieso de Uster.
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective?
Join this webinar to learn:
--How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools.
--How to figure out which of your marketing efforts are actually paying off.
--How to use social listening to find out who is talking about your brand and on which platforms.
--How to move from data to actionable insights.
How the sibling you never wanted, but grow to love: How Sales and Marketing Alignment can make or break your customer experience.
Jeff Marcoux, CMO Lead, Microsoft
Presentation made by Diogo Rebelo at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.
In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.
Sales Operations can play a significant role in enabling transformation and driving sales productivity improvement. In particular, Sales Operations leaders can harness the power of advanced analytics capabilities to drive continuous improvement. This is an edited version of the presentation McKinsey's Brian Selby made at Dreamforce 2016.
Everything you want to know about sales growth but are afraid to askMcKinseyandCompany
Four secrets of sales leaders determine how effective they will be: selling the way customers want to buy; digital sales; make building smart analytics the norm; and bring together an A-team. From 2016 Dreamforce presentation by McKinsey's Lareina Yee and Maria Valdivieso de Uster.
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective?
Join this webinar to learn:
--How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools.
--How to figure out which of your marketing efforts are actually paying off.
--How to use social listening to find out who is talking about your brand and on which platforms.
--How to move from data to actionable insights.
Get Your Sales and Marketing Teams Aligned
Lack of alignment between sales and marketing is an age-old problem, frequently lamented yet rarely addressed. Conquering this issue requires a fresh approach and better understanding of both sides of the relationship. But where to start?
This report is designed to shed a light on the obstacles to sales and marketing alignment, but also show teams where to start, how to collaborate, and how to set aligned goals.
The Essentials of Marketing Automation for Small BusinessesFrank Days
This presentation was delivered at the MarketingProfs B2B Forum 2013 in Boston. My panelist included William Toll, Lori Cohen and David Karp. Thanks to @marketingprofs, Ann Handley and Kathy Bushman for the opportunity.
In this session you'll get best practices in aligning Sales and Marketing teams to drive down costs and increase revenue through a holistic view of your customer’s journey - from demand generation to the final sale and beyond!
Key takeaways:
Increase pipeline through tighter sales and marketing alignment
Execute a winning content marketing strategy
Convert more leads through stronger lead management process
The Future of Marketing Automation & ResponsivenessMagic Logix
Presentation on the Future of Marketing Automation and Responsiveness, Hassan Bawab discusses real time personalization with marketing automation and agile marketing.
http://www.magiclogix.com/services/digital-marketing/marketing-automation/
Product Marketing Content Curator: Why do you need one?NeuronLeaders
A proficient Content Curator can help increase sales, lower costs and improve results by auditing, evaluating, creating, managing, and optimizing your product marketing assets.
Sales + Marketing Alignment: Breaking Down Silos for SuccessClevelandHUG
Cleveland HubSpot User Group's May 7, 2015 presentation on how alignment sales and marketing (Smarketing) can delight customers and drive performance. Tips include how to restructure and communicate between teams, rely on data and utilize technology to achieve organizational goals.
Driving Alumni Engagement and Donations with Marketing Automationmindfire.agency
In this MindFire webinar, Kim Gross, Director of Sales and Marketing at Pacesetter Enterprises, shares how they helped Saint Francis University significantly increase funds using marketing automation.
You’ll learn:
-- How to use Facebook contests and Twitter messages to better engage alumni
-- How data-driven personalized microsites can improve response rates
-- How to integrate direct mail with other channels to increase donations
To watch the webinar recording, visit: http://mindfirestudio.net/082114p
To Learn more about MindFire Studio, visit: http://mindfirestudio.com
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
According to the 2016 State of ABM by SiriusDecisions, the number one goal for ABM in 2016 is increasing revenue. Goals are only effective when they are measurable, so account-based marketers need to understand how to measure their ABM efforts in terms of revenue. Capturing the account-based nuance in your revenue measurement is essential to scaling and proving the value of ABM. In this session, I will discuss how ABM measurement differs from demand gen measurement – from measuring revenue on an account-basis, to engagement and attribution.
It’s always been difficult to quantify the effectiveness of marketing, as illustrated by the popular John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” However, our survey of over 600 U.S. marketers shows some CAN prove marketing’s contribution to revenue with confidence. What’s their secret?
Check out the “5 Habits of Highly Effective Marketers” to see what they’re doing differently to succeed and how you can, too.
RJMetrics teams up with Bounce Exchange to give you research, best practices, and actionable advice that you can implement today.
1. Take a high level dive through the data of a landmark e-commerce study
2. Discuss what your primary growth-goals should be for 2016
3. Give you an honest look at the state of the e-commerce industry
Leveraging Digital Sales Tools to Increase your Sales VelocityMario Haneca
Keynote presentation at The Sales Summit 2016 in Brussels. Marketing & Sales Excellence platforms like Showpad impact significantly the number of deals on which sales reps can work simultaneously. Our integrated dynamic html5 guided selling apps increase cross selling. Post-meeting insights support help you better understand buyer engagement. Integration with Salesforce, exploits customer data to make recommendations on content to present or pre-meeting training materiaal.
A brief overview of tools & tricks to close more deals with less effort. By Jeroen Corthout, Co-Founder of Salesflare, as presented at the Sales Summit in Brussels on 25/02/2016.
Sales and Marketing: The New Power Couple Has ArrivedDemandbase
Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.
Learn how to make the number, become a better messenger, and defeat the status quo with Greg Alexander (CEO of Sales Benchmark Index) and Tim Riesterer (CMO of Corporate Visions)
B2B Customer Experience: 6 Keys to Drive Change and Digitally TransformPerficient, Inc.
A positive growth trend in B2B eCommerce is being driven by customer demand for convenience, cross-channel services, and an experience that delights. Digitally transforming the customer experience is critical to growth, but many organizations don’t know where to start.
B2B companies must realize that the digital customer experience will determine success or failure. Fortunately, Perficient has you covered – with expertise leveraging and integrating many of the leading marketing and commerce platform solutions to deliver extraordinary digital experiences.
Our webinar covered:
-Why customer experience management needs to be a keystone of your corporate strategy
-Key success factors to help you transform the B2B customer experience, including: personalization, search, mobile, content, user experience and more
-How to create a digital commerce roadmap with channels for all personas in your organization
-How Sitecore and InsiteCommerce provide consistent front-end marketing experiences with deep transaction system integration on the back end
Get Your Sales and Marketing Teams Aligned
Lack of alignment between sales and marketing is an age-old problem, frequently lamented yet rarely addressed. Conquering this issue requires a fresh approach and better understanding of both sides of the relationship. But where to start?
This report is designed to shed a light on the obstacles to sales and marketing alignment, but also show teams where to start, how to collaborate, and how to set aligned goals.
The Essentials of Marketing Automation for Small BusinessesFrank Days
This presentation was delivered at the MarketingProfs B2B Forum 2013 in Boston. My panelist included William Toll, Lori Cohen and David Karp. Thanks to @marketingprofs, Ann Handley and Kathy Bushman for the opportunity.
In this session you'll get best practices in aligning Sales and Marketing teams to drive down costs and increase revenue through a holistic view of your customer’s journey - from demand generation to the final sale and beyond!
Key takeaways:
Increase pipeline through tighter sales and marketing alignment
Execute a winning content marketing strategy
Convert more leads through stronger lead management process
The Future of Marketing Automation & ResponsivenessMagic Logix
Presentation on the Future of Marketing Automation and Responsiveness, Hassan Bawab discusses real time personalization with marketing automation and agile marketing.
http://www.magiclogix.com/services/digital-marketing/marketing-automation/
Product Marketing Content Curator: Why do you need one?NeuronLeaders
A proficient Content Curator can help increase sales, lower costs and improve results by auditing, evaluating, creating, managing, and optimizing your product marketing assets.
Sales + Marketing Alignment: Breaking Down Silos for SuccessClevelandHUG
Cleveland HubSpot User Group's May 7, 2015 presentation on how alignment sales and marketing (Smarketing) can delight customers and drive performance. Tips include how to restructure and communicate between teams, rely on data and utilize technology to achieve organizational goals.
Driving Alumni Engagement and Donations with Marketing Automationmindfire.agency
In this MindFire webinar, Kim Gross, Director of Sales and Marketing at Pacesetter Enterprises, shares how they helped Saint Francis University significantly increase funds using marketing automation.
You’ll learn:
-- How to use Facebook contests and Twitter messages to better engage alumni
-- How data-driven personalized microsites can improve response rates
-- How to integrate direct mail with other channels to increase donations
To watch the webinar recording, visit: http://mindfirestudio.net/082114p
To Learn more about MindFire Studio, visit: http://mindfirestudio.com
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
According to the 2016 State of ABM by SiriusDecisions, the number one goal for ABM in 2016 is increasing revenue. Goals are only effective when they are measurable, so account-based marketers need to understand how to measure their ABM efforts in terms of revenue. Capturing the account-based nuance in your revenue measurement is essential to scaling and proving the value of ABM. In this session, I will discuss how ABM measurement differs from demand gen measurement – from measuring revenue on an account-basis, to engagement and attribution.
It’s always been difficult to quantify the effectiveness of marketing, as illustrated by the popular John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” However, our survey of over 600 U.S. marketers shows some CAN prove marketing’s contribution to revenue with confidence. What’s their secret?
Check out the “5 Habits of Highly Effective Marketers” to see what they’re doing differently to succeed and how you can, too.
RJMetrics teams up with Bounce Exchange to give you research, best practices, and actionable advice that you can implement today.
1. Take a high level dive through the data of a landmark e-commerce study
2. Discuss what your primary growth-goals should be for 2016
3. Give you an honest look at the state of the e-commerce industry
Leveraging Digital Sales Tools to Increase your Sales VelocityMario Haneca
Keynote presentation at The Sales Summit 2016 in Brussels. Marketing & Sales Excellence platforms like Showpad impact significantly the number of deals on which sales reps can work simultaneously. Our integrated dynamic html5 guided selling apps increase cross selling. Post-meeting insights support help you better understand buyer engagement. Integration with Salesforce, exploits customer data to make recommendations on content to present or pre-meeting training materiaal.
A brief overview of tools & tricks to close more deals with less effort. By Jeroen Corthout, Co-Founder of Salesflare, as presented at the Sales Summit in Brussels on 25/02/2016.
Sales and Marketing: The New Power Couple Has ArrivedDemandbase
Most modern businesses understand that today’s B2B sales cycle requires insight between sales and marketing teams and that operating in silos can be a major setback to success. You need a strategy for tackling the three biggest issues that divide your teams so you can turn your Marketing and Sales organizations into one unstoppable super team.
Learn how to make the number, become a better messenger, and defeat the status quo with Greg Alexander (CEO of Sales Benchmark Index) and Tim Riesterer (CMO of Corporate Visions)
B2B Customer Experience: 6 Keys to Drive Change and Digitally TransformPerficient, Inc.
A positive growth trend in B2B eCommerce is being driven by customer demand for convenience, cross-channel services, and an experience that delights. Digitally transforming the customer experience is critical to growth, but many organizations don’t know where to start.
B2B companies must realize that the digital customer experience will determine success or failure. Fortunately, Perficient has you covered – with expertise leveraging and integrating many of the leading marketing and commerce platform solutions to deliver extraordinary digital experiences.
Our webinar covered:
-Why customer experience management needs to be a keystone of your corporate strategy
-Key success factors to help you transform the B2B customer experience, including: personalization, search, mobile, content, user experience and more
-How to create a digital commerce roadmap with channels for all personas in your organization
-How Sitecore and InsiteCommerce provide consistent front-end marketing experiences with deep transaction system integration on the back end
Slides da palestra "Qual é o futuro do marketing?" feita pelo Ricardo Jordão Magalhães no RD Summit 2014 no dia 30 de Outubro de 2014. Para saber mais visite http://www.bizrevolution.com.br
7 Key Principles of Mastering the B2B Customer ExperienceJourney Sales
The next big shift in B2B sales is the evolution of the customer experience. In the past decade, we've seen a major improvement in the B2C customer experience. So how do we mimic that in B2B? Learn what the 7 key principles of mastering the B2B customer experience are.
B2B Customer Experience Management Best Practice Study PREVIEW SAMPLEClearAction
The Annual ClearAction Business-to-Business Customer Experience Management Benchmarking Study monitors the implementation of best practices in customer-focused management for sustainable high profitability.
This is a study of the journey to world-class performance in how business-to-business firms:
(1) listen to customers,
(2) view customers,
(3) center employees on customers, and
(4) center business on customers.
It explores the motivations behind customer experience management (CEM) and its linkages to corporate goals, strategy, culture, processes, and business results.
THIS IS A SAMPLE OF SELECTED PAGES FROM THE REPORT
See http://ClearActionCX.com
Sales is being radically redefined like never before. With buyers now in possession of unlimited information, online content is quickly becoming the dominant driver for commerce. Today anyone working in sales - and that includes entrepreneurs, business owners, doctors, and many others - needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling models developed for a different time.
The News of Selling, based on the ideas in David Meerman Scott’s book “The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business” shows how smart businesses large and small are discovering new opportunities, strengthening customer loyalty, and mastering real-time selling strategies.
Scott, author of the #1 bestseller “The New Rules of Marketing & PR” (published in 26 languages from Arabic to Vietnamese), demystifies the new digital commercial landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind.
How to Align Sales & Marketing - CEB October 2016 InsideView
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.
Aligned to Achieve: How to Unite Your Teams into a Single Force for GrowthInsideView
Marketing and Sales teams are frustrated with each other. Aligning these two teams is an age-old problem, but companies must get their collective act together in order to survive today's evolved buyer-centric market.
Originally presented at Marketing Nation Summit 2017, this session is based on original research, content, and contributions from "Aligned to Achieve", a groundbreaking new book. The authors will discuss highlights of the book and give tips on how and why to get aligned. Want to know what misalignment is really costing you? Need practical advice on how to go after the problem? We’ll discuss real-world actions for improving your culture, processes, and technology, and you’ll learn the financial and strategic impact of getting alignment right.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and what program tactics to implement for success.
Michael Farrington - Staying Relevant in MarketingAMASanDiego
Our objective as marketers hasn’t changed despite the world changing around us. We remain in the business of changing human behavior — helping customers choose our companies, our products, and our brands (and NOT our competitors). The challenge? Our customers are engaging us later and later in the sales process, our customers know MORE about us than we know about our customers, and our marketing mix continues to get more and more complex. As marketing leaders, we will quickly become irrelevant if we don’t act now and understand how our customers are making decisions, why they’ve made those decisions, and where to place our limited marketing investments. Mike will share how he’s driving this shift within a $1 billion publicly-traded, medical technology company, including the process, tools, and insights to make that change happen at your organization.
Crafting a Marketing Career on Your Terms in a Rapidly Changing Business Worl...LaneTerralever
Presented by Scott McAndrew, Chief Strategy Officer, LaneTerrelever
Marketing and technology are in lockstep, for better or for worse. As technology drives a relentless pace for marketers, how can they get beyond playing catch-up and start moving their marketing career forward – even if they’re focusing on emergent channels and tactics? Join LaneTerralever’s Chief Strategy Officer, Scott McAndrew, as he shares his experience and perspective on how to start making the most of your marketing career today.
Check out a summary of the findings from a survey of 100+ enterprise sales leaders, revealing what got in the way of meeting quotas in 2015, and what the winners did right to close the biggest deals. Several case studies featured about what high-performing sales teams did differently to exceed their revenue goals.
Increasing your win rate could make a huge difference in beating your 2016 sales goals. Join Mike Schultz and Dave Boyce as they share key insights and surprising research about what you can do to achieve higher win rates, as well as which sales technologies enable greater sales goal achievement.
In this webinar you will learn:
-What separates top-performing sales organizations from the competition
-Which four questions you must answer to win the sale
-Which sales technologies can help you increase conversion rates and contract value
Best Practices of World-Class Sales Organizations and their performance against Key Performance Metrics; Data for specific industry segments is available; call or eMail Medio Waldt, 610 659 3489, medio.waldt@millerheimangroup.com
Engineering marketers' 2016 campaign plans research reportENGINEERING.com
Get insights: how are engineering marketers planning their 2016 campaigns?
Some key findings:
- Lead generation and content creation are the biggest marketing challenges in 2016
- 68% say that marketing is becoming more important relative to sales
- Top performing marketers allocate a larger portion of their budgeting to creating content than laggards
- Similarly, top performers understand and believe in the value of content marketing
Find more details here: http://advertise.engineering.com/research-report-engineering-marketers-campaign-plans-2016
Inside look at the org charts, KPIs, acquisition channels and more from the top startup marketing teams in Chicago.
In conjunction with Northwestern's Kellogg MBA program, this deck shares the results of a survey with the most promising startup marketing leaders in Chicago. The deck talks about some of the trends around startup marketing leader profiles, goes in-depth on various org charts, and highlights the KPIs, top acquisition channels, and more that Chicago's startup marketing leaders focus on.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales and M...BrightFunnel
Colleen Rombach, Senior Manager of Demand Generation at InsideView, explains how to use account-based marketing as a core function to improve sales and marketing alignment.
Similar to InsideView Sales and Marketing Alignment - InsideView Drive (20)
7 Methods to Get your Sales and Marketing Teams Aligned InfographicInsideView
Learn what separates leaders from laggards. Then discover 7 best practices these leading B2B businesses follow to achieve sales and marketing alignment.
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
In this case study, learn how Microsoft is applying deep AI-driven market intelligence through its applications to impact the different phases of its customers’ lifecycle
Indian Sales & Marketing Mindset Under the LensInsideView
InsideView continues its research into the state of B2B sales and marketing alignment with this latest report, "Indian Sales & Marketing Mindset Under the Lens."
InsideView Market Insights in action - InsideView DriveInsideView
InsideView grew up as a Sales Intelligence company and really defined the category. However in 2013 we expanded the company’s charter and our product portfolio to address the needs of marketing, customer success, and operations. Encompassing the lead to revenue journey.
Top 3 Reasons Sales and Marketing Alignment is Off!InsideView
Misalignment between sales and marketing is an age-old problem that’s rarely addressed. This infographic breaks down the top 3 issues and why your top priority should be to align your teams for growth.
Sales and Marketing have moved in TogetherInsideView
A Valentine’s Day-themed infographic talking about the relationship (or lack thereof) between Sales and Marketing within an organization. So what's next?
Stop wasting time and precious budget chasing prospects who have no need for your solution. Try our new Tech Profiler instead. It empowers you to find new prospects, plan account strategies, and keep tabs on key targets based on technologies they use, so your sales and marketing teams can work laser focused.
Is Dirty Data Clogging your Marketing Engine? Do what high performance companies do; implement a data management program with InsideView. The sooner you do, the lower the cost.
Marketing and sales teams, today, rely on data. They use analytics to forecast and track performance. They require current, actionable company and contact data to find leads, target campaigns, prioritize and engage with prospects, and ultimately win deals. High performance companies work with data providers who deliver current external company and contact data into their CRM and Marketing Automation applications. The question is, how do you choose the right data provider?
InsideView for Account Management keeps you informed about important news, activities, and events across all of your accounts and all of your important relationships. When a compelling event occurs, you’re armed with the insights to swiftly engage with, retain, and grow your accounts.
InsideView Global Company and Contact DataInsideView
InsideView data is selective by design, because we are relentlessly committed to relevance and reliability. We cover the companies and contacts that matter to your business
12. 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
13. 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
19. 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?
20. 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?
21. 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…
23. 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
29. 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!
30. Back at the Office…
Focus on handoff points
Create SLAs
Smarketing meetings
Focus on pipeline
Jointly define everything
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.
The ultimate, some might say only, goal of sales and marketing leaders is to grow revenue.
Whether you are talking about generating bigger and better pipeline, crushing your quota, or driving better lead- to-close rates...the end goal is always MORE REVENUE.
THINGS TO REMEMBER:
Multiple attendees per account – “how many of you are here with marketing or sales teammates”
It’s an imperative now – Umberto’s presentation talked about how the buyer is more in control than ever. What are we supposed to do? We are better together. We need each other to succeed and it’s the way we’ll fuel growth.
Alignment has become an imperative.
.
38% of CMOs say it’s a a top priority
Source: CMO Council
Yet only 1/3 have a clear program to make it happen
Source: CMO Council
Replace with final graphic that includes source
Talking point – we did this survey, 1000 people, found the reasons why we’re still not aligned. It was pretty basic and pretty bad!
AM – want to change this to “no wonder we still don’t get along”. Maybe picture of two squabbling kids? Cute but crying/yelling?
Talking points:
There is impact everywhere where we’re not aligned. First – revenue.
What would YOU do for 10% better performance! Imagine the impact…
Revenue isn’t the only thing. There is an enormous, and we’d argue larger impact, on people.
Our survey examined attitudes we have about each other. The results were pretty funny – classic stereotypes.
Happily though, while we have misunderstandings, our affinity measures are higher than we expected.
AUDIENCE QUESTION;
Tell the truth – how many of you marketers in the audience think sales are a bunch of mavericks?
And how many of you sales people think that one of the biggest thing marketing does is plan events?
Replace with final one w/ source – also column 2 figures are being verified
When you look at how we’re still not aligned, there is a huge communication and process breakdown – look at this question about frequency of discussion around something as straightforward as pipeline! We’re terrible. Or lying.
AM – is there an image that would be better here? We can say the bullets in voiceover.
Poor performance
Lack of trust
Fear and inhibitions lead to inferior work
Poor morale and ultimately, turnover
So what do we do? If you’ve been around as long as we have, this problem has been an issue since the start of our careers. It’s time to fix it, once and for all.
We organize our recommendations into a simple construct – people process technology.
In our book we pull culture and leadership out separately, but for this prez we’ve blended them into all things people.
AM – putting this phrase on one of the dark background slides…whichever phrase you think would be better
AM – it’s too many words, but I’d love some kind of construct where we can talk through the things that we typically mistrust in each other. Maybe there is a way to have the phrases fly in and out or something. Back and worth, where Andrea and I could be trading off?
Marketing says:
Sales has unrealistic expectations
They won’t follow-up
They don’t listen, only complain
They won’t use the systems
It’s not fair to measure us on pipeline
Sales just wants “net new” – they don’t care about how we influence opportunities
Sales says:
Marketing is out of touch
They might derail my sales process
The leads are worthless; give me my golf tournament
They aren’t accountable for anything that really matters
They don’t understand the pressure we’re under
They don’t listen
AM – would love this to look like a checklist somehow.
Talking points:
Non-scientific, but relatable
Marketing should ask this – and sales could have similar measures such as “I believe marketing listens to me”
Marketing needs to take the lead; exists to make sales easier. We’re inherently more collaborative. We’re in a position to drive it.
AM – I’d like this to look like a “key takeaways” list – a format we’ll repeat other times in the prez
Other phrases for headline:
What do I do now
Tips
Actions you can take right now
Back at the office…
(Pro Tips)
AM – make two columns, and prettier?
Unifying construct is the classic funnel – new edition
Traditional funnel on the left, new on the right –
Perhaps show the traditional one first, then swipe to the new one.
3 animations:
First/old funnel, then leaves
New interactive process comes in – animate with color to show the flow
Add the call out points
Replace with final one showing source.
Talking points:
When we drill into that new funnel, we can see every step of the process
Each step requires definitions to agree on, and potential points of conflict around handoff
Jointly define everything – audience question:
How many of you feel like you’ve done a good job with joint definitions
Visual idea: Make a collage of words that represent things that require joint definition and handoff processes
Lead
Scores
Routing rules
Acceptance criteria
Opportunity value
Pipeline contribution
Not sure we keep this – need to decide if we want to show the underneath chart – our #smarketing meeting.
These organizing tools to not need to be beautiful or automated. Simple excel. Anyone can do it.
Most marketers measure very top of funnel. We recommend focusing on pipeline as the primary measure. It forces all the right behavior plus shows sales that marketing has more skin in the game.
Just 56% of B2B organizations verify valid business leads before they are passed to Sales
Talking points:
Technology is in our way. We think it’s making us more efficient but the crazy amount of systems in our tech stacks is out of control. Our metrics don’t match up. And we’re NOT working off the same core data.
Highlight last row on the graphic on the left – lack of accurate data on target accounts
Remember that survey? Nearly 40% of those surveyed said that lack of accurate data on target accounts was one of the biggest challenges to alignment.
So what are we supposed to do?
We must have a data strategy.
We have to work off of data that is current, complete, and actionable.
We
Talking points
If you have a strong data strategy, you can do more. Take focused motions such as ABM.
Account-based everything is a forcing function for alignment.
This hot topic is everywhere.
And it all starts with knowing what accounts are the best targets.
Insert picture from the product presentation, showing the TAM – the picture inserted here is just a draft; need a better one from my team.
Replace with final 1 w/ source/Sirius Decisions.
Final checklist
If you want a personal, signed copy when it comes out this fall, please give us your business card and we’ll make sure you get one in the fall.
Examine sales velocity – this is not just the responsibility of sales. Remember “marketing exists to make sales easier?
This is a slide we could take out and only use when we have 45-60 minutes.
Cut from roadshow prez
Pitch this as advanced alignment