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Optimizing Marketing & Sales Alignment with Marketo Sales Insight
The document discusses the importance of aligning sales and marketing teams to enhance business performance, highlighting that effective alignment can significantly improve marketing ROI, sales productivity, and overall revenue. It provides practical tips to achieve alignment, such as implementing a revenue cycle, agreeing on definitions, and utilizing marketing automation tools like Marketo Sales Insight. The document also emphasizes the benefits of joint training and systematic processes for accelerating deal closures.
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Optimizing Marketing & Sales Alignment with Marketo Sales Insight
- 1. Optimizing Sales andMarketing Alignment Charm Bianchini, Sr. Director Marketing David Wondolowski, Enterprise Account Executive Marketo
- 2. • Sales andmarketing alignment • Tips to get started • Marketo Sales Insight Agenda
- 3. The Importance ofAlignment • Large opportunity for improving business performance • United sales and marketing teams can: • Dramatically improve marketing ROI • Sales productivity • Top-line growth 67% better at closing deals 108% less friction Generate 209% more from marketing Alignment can help:
- 4. Tip 1: Implementa Revenue Cycle
- 5. Tip 2: Agreeon Definitions
- 6. Tip 3: ServiceLevel Agreements Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
- 7. Tip 4: JointTraining and Processes
- 8. Tip 5: UtilizeMarketing Automation - Marketing
- 9. Tip 6: UtilizeMarketing Automation – Sales
- 10. Marketo Sales Insight •Sales intelligence dashboard • Powerful sales tool that lives natively within the CRM (Salesforce.com and Microsoft Dynamics) • Prioritize and interact with your hottest prospects • Understand buying signs • Close business faster
- 11. Turn Sales Insightinto Action • Focus on and follow your hottest prospects with Best Bets and My Watch List • View Stars and Flames that identify quality and urgency • Track people and companies coming to your website by viewing Web Activity • Gauge interest by following prospect behavior with Interesting Moments • Interact with individuals or lists by sending trackable emails directly from you • Get instant updates wherever you are with Lead Feed
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Editor's Notes
- #3 It is clear that sales and marketing teams have different goals and sometimes very unclear expectations about one another. That’s why we are having this webinar today to discuss how to improve alignment and outline how Marketo has broken down the barriers to align Sales and Marketing. I am going to talk about the importance of alignment, some tips to do this and then turn it over to David Wondolowski from the ENT sales group to demonstrate how he uses Marketo Sales Insight to manage his pipeline.
- #4 Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance today. When marketing and sales teams unite around a single revenue cycle, they dramatically improve marketing ROI, sales productivity, and, most importantly, top-line growth. The data on the right is from a research survey that Marketo conducted with MathMarketing. We surveyed 500 businesses and asked them to share insights into their Sales and Marketing alignment efforts, how the approaches were implemented, and the improvements they saw as a result. The key take away from the research was that alignment really matters and you will get much better results if your teams are in synch. In the study, they found that alignment techniques deliver: A 67% higher probability that ‘Marketing-generated leads’ will close 108% better ‘lead acceptance’ 209% stronger contribution to revenue from marketing-generated leads as a result. I am sure this isn’t a surprise for most but the but the big question is how you do it. In the next few slides I will present some tips that we do at Marketo to improve alignment.
- #5 The first tip is to replace the sales funnel with a revenue cycle. One way to build trust between Marketing and Sales is to make them accountable for the same goal – revenue. We did this at Marketo and now both teams work closely together. Marketing is delivering quality leads, and Sales is following up on the leads. This process works because we both are goaled on meeting monthly revenue goals.
- #6 Another tip is to get Agreement on definitions for what metrics matter and what key stakeholders need to see. It is important to have a clear definition for a lead, MQL, SQL, and opp – and I even recommend putting SLAs or service level agreements in place for time.
- #7 Tip 3 is service level agreements. At Marketo we have these in place and it is automated. We have worked with sales and agreed upon lead follow up timelines. So when marketing generates a qualified lead, if after the first day it hasn’t been touched, sales gets a friendly reminder. And you can see from this slide the reminders get less friendly and even go to executives if nothing is being done. Because of this SLA in place, there are very few leads that aren’t followed up within a 3-day period.
- #8 Tip #4: Is all about a shared process and joint training for marketing and sales. At many companies, there are formal processes and trainings for marketing to follow --- and for sales – but in many cases, the process is not a joint one. That is like playing a soccer game, splitting the team and giving them different playbooks.
- #9 Tip #5: marketing automation So there are many things I can say about marketing automation but one of the most important is that marketing has the ability to provide higher quality, sales-ready leads when leveraging marketing automation. This is great because it really creates a win – win situation for marketers (they can clearly illustrate their impact on pipeline) and sales can get to the best leads in LESS time- and most importantly not miss opportunities. This screenshot is the UI that marketers use.
- #10 Tip #5: is marketing automation for sales Here is a screenshot of Sales Insight – the Marketo tool that reps use. At Marketo, we bring in a lot of leads. Once we have a lead, we need to get it to the sales team in a way that is easily digestible. It essentially provides the sales reps with a prioritized list of leads and shows them their best bets on top.
- #11 What is Sales Insight? Sales intelligence dashboard Powerful sales tool called that lives natively within the CRM (Salesforce and Microsoft Dynamics) Prioritize and interact with your hottest prospects Close business faster Understand buying signs
- #12 Here are some of the benefits and what David will be demonstrating in a minute.