The Only SDR <> Marketing Alignment Playbook You'll EVER Need

Sales & Marketing
The ONLY Webinar on the Planet that ACTUALLY
Closes the Gap Between Sales & Marketing
Becc Holland
Head of Business Development
Chorus.ai
Scott Barker
Evangelist
Sales Hacker

Align Sales and Marketing in 7 Steps
Not Accepting
“Personal Emails”
at Gate
Redefine
ICP
Put in a Declined
Lead Process
How to Message
Leads to Drive
Conversion
Re-Gear Marketing
Spend Using a
Data
Redefine
MQL
How to KPI
Marketing
1 3
2 4
5 7
6

...Don’t Send Enough Leads
...Don’t Send Quality Leads
...It Just “Isn’t Working”
What Does Sales Say Marketing

...Don’t Follow Up With Leads
...Don’t Read Content We Have
...Don’t Use Appropriate
Content
...Unaccountable & Unhelpful
… Overpaid Glory Hogs
What Does Marketing Say About Sales

Define ICP as a
Good Company
Define ICP as Someone
Who Has Downloaded
Relevant Content
“Lead Scoring”
Define ICP as Someone
Who has Downloaded a
LOT of Content
“Lead Scoring”
What We Currently Do (That We Shouldn’t)
The Result: An intern over at Oracle who is downloading a lot of content is “High Value”

What We Should Do Instead
ICC (Ideal Customer Company) ICT (Ideal Customer Title)
Based on Firmographic Criteria That
Matter to Your Sellers
(Ex. Company Size, Company
Industry, Company Tech Stack)
Based on Role & Title Criteria of
Who You Best Sell Into
(Ex. Not Individual Contributors,
Managers, Directors, Head of/ CXO)

Redefine MQL
To Exclude Lead Scoring &
Companies You’ve Sold Into

Someone Who
Downloads Content,
Attends Webinars,
Attends Events
“Lead Scoring”
Best Case Scenario
hits ICC (Ideal
Customer Company)
Downloads a LOT of
Content and/or Downloads
Relevant Content
“Lead Scoring”

Redefine MQL
to someone we
want to sell to
Had the
correct title
(ICT)
Hit Minimum bar
you want to sell
into (ICC)
ARE NOT a current
customer or already
in cycle

Put in a Declined
Lead Process

© 2017 inspirasignTemplateAll rights reserved
12
Sales Dev sends over a
meeting “SQL”
SALES
DECLINE PROCESS
Sales Confirms or Denies
the lead is“Qualified”
SAL / SQO or SDL / DOA
Marketing sends “MQL”
MARKETING
DECLINE PROCESS
Sales Dev Confirms or Denies
the Lead is “Qualified”
MAL or DAL
Create a Decline Process

Not Accepting “Personal
Emails” at Gate

Allow People to
Download With
Personal Email
Addresses
Don’t call. Just
nurture, nurture,
nurture.
Consider Personal Email
Address Leads “Junk
Leads”
The Result: Marc Benioff tries to download your content, puts in his personal address. Marketing defines him
as a “junk lead” and nobody calls on him because he is “Unqualified”

Require Work Email “Back-Enrich” Data
Pop up message
“Oops, we need a company address
to download our content”
Find a service that will thread
names and databases together to
source the company the personal
email address is associated with
OR

Measure Marketing
Departments on
MQLs
Most Progressive
Cases: Closed -
Won Revenue
Measure Marketing on
Hypothetical Pipe

KPIs Geared Towards
Brand Awareness (Ex. 25%)
KPIs Geared Towards MALs
(Ex. 75%)
Based on total attendees of
webinars, event registrants, or
people who downloaded content
MALs that were confirmed MQLs
that downloaded content, attended
webinar, events etc.
MAL Defined: ICT, ICC, & NOT a
current customer or already in cycle

BONUS: KPI SYSTEM FOR MARKETING BASED ON POINTS
10 - 50 Reps 50 - 200 Reps 200+ Reps
Head of, VP, CXO 3 4 5
Director, Sr. Director 2 3 4
Manager, Sr. Manager 1 pt 2 3
X Axis: Indicator of the Potential Size of Deal
Y Axis:
Level
Of
Role
Of
Your
Prospect

How to Message Leads to
Drive Conversion

POSTBOUND PREMISES
Bucket #1: MENTION the Premise Bucket #2: DON’T MENTION the Premise
1. Content Downloads
2. Event Attendees
3. Webinar Registrants
4. Executive Churn (UserGems)
5. Firmographic Trigger: Hypergrowth
6. Common VCs
7. Demoed in the Past
8. LinkedIn Engagement
1. Dark Funnel (G2, 6Sense, Bomborad)
2. Firmographic Trigger: Company Funding
3. Firmographic Trigger: IPO
4. Email Opens
5. Website Views

PREMISE PAIRING
Postbound
Premise
Bucket Premise
Summary
But more importantly

Sequence Steps: 16 Steps Over 21 Business Days
No. Sequence Day Type
1 Day 1 LinkedIn Research
2 Day 1 Cold Email
3 Day 1 Cold Call
4 Day 2 Cold Call w/ V-Mail
5 Day 8 Re: Cold Email
6 Day 8 Cold Call
7 Day 9 Cold Call
8 Day 13 Cold Email
No. Sequence Day Type
9 Day 13 Cold Call
10 Day 14 Cold Call
11 Day 18 Re: Fall on Sword Lite
12 Day 18 Cold Call
13 Day 19 Cold Call
14 Day 20 Cold Call
15 Day 21 Cold Call w/ V - Mail
16 Day 21 Break - Up Email

PERSONALIZED SEQUENCING FOR POSTBOUND:
POSTBOUND PREMISE + BUCKET SUMMARY

NO MORE GOOGLE SHEETS, BUILD IT IN…

Re-Gearing Marketing
Spend Using a Data On
What’s Working

Base Marketing
Spend on Original
Campaign Source
Spend On Marketing
Initiative With No
Data
Spend on Volume of
“MQL”s created or
“Pipeline Generated”

Last-Touch Have SDRs log last-touch source for sequence.
Post-Bound Data
Volume of meetings set, % MAL resulted in a meeting, title, size
of account, conversion rate into closed-won, closed-won
revenue
Back Into Results Back into Associate Cost of Effort, CPL, and Results
Data-Based Marketing Use Data to gear investment decisions/Marketing effort
Predictable Rev Engine Turn into Input/Output Predictable Rev Engine

Don’t Do This
Create a Slack Channel named “New Postbound Assets”
Do This
Too-Long Internal
Meetings
One-Time
Session Per
Asset
Ongoing
Meetings

The Only SDR <> Marketing Alignment Playbook You'll EVER Need

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