The document discusses how misalignment between marketing and sales costs businesses $1 trillion annually in wasted productivity. It advocates for a new approach where marketing and sales target the same audiences by deciding on ideal customer profiles, building contact information in CRMs, and exposing marketing activity in CRMs. The keys to success are said to be focusing on shared audiences, building trust between marketing and sales through relationships and feedback loops, and optimizing processes and performance metrics end-to-end. Companies that align marketing and sales see faster revenue and margin growth as well as higher customer retention and win rates.

1. Better Together:
B2B Marketing & Sales
Megan Ketchum
Sr. Director Growth Marketing
LinkedIn Talent Solutions

2. A recent
buying
experience

3. Re: Enterprise Software Enquiry
Joy, let us help with all your accountancy
software requirements.
Mark Marketing 3:14 PM (1 hour ago)
to me
REPLY

4. Re: Enterprise Software Enquiry
Joy, I didn’t hear back from you. I’d love to
share a case study about MegaCorp’s
enterprise solution.
Mark Marketing 3:39 PM (1 hour ago)
to me
REPLY

5. Re: Software Enquiry
“Why SolarSlash uses our products,
and why you should too.” I wanted to
share another case study on…
Mark Marketing
to me
Re: Enterprise Software Enquiry
You’ve got some nerve, Joy. You have
no idea how much your enterprise
business stands to…
Mark Marketing
to me
Re: Software Enquiry
Was it something I said? Look, Joy, if
I’ve done something wrong here you
gotta let me know, before…
Mark Marketing
to me
prise Software Enquiry
e our customers saying? It’s
u should ask, because I was
paring a series of case…
ting
Re: Enterprise Software Enquiry
You’re making the biggest mistake of your
life, Joy. Can’t you see our paths were
meant to cross? It’s a…
Mark Marketing
to me
Re: Enterprise Software Enquiry
Can we chat this week? I can only
imagine how busy you are, but if you
could just give me 10 minutes…
Mark Marketing
to me
Re: Enterprise Software Enquiry
Just 10 minutes of your time! That’s
all I need to show you the incredible
enterprise-grade power of our…
Mark Marketing
to me
Re: Enterprise Software Enquiry
Is this week better for a chat? I’m
available any day of the week, any
time. Seriously.
Mark Marketing
to me
Re: Enterprise Software Enq
Look, it’s not that I’m m
can’t understand why yo
away an opportunity to…
Mark Marketing
to me
Re: Enterprise Software Enquiry
Mark Marketing
to me
prise Software Enquiry
’t hear back from you. I’d love to
ase study about MegaCorp’s
e solution.
ting
Re: Enterprise Software Enquiry
I think deep down you’re not running
from me, Joy, you’re running from
yourself. Just let me…
Mark Marketing
to me

6. Sarah Sales
Calling…

7. Call
Declined

8. Sam Sales
Calling…

9. Call
Declined
(Again)

10. Sam Sales 5:44 PM
Sam Sales 6:01 PM
Sam Sales 6:09 PM
Sam Sales 6:16 PM
Sam Sales 5:52 PM

11. Marketing CustomerSales
Scorecard

12. Wasted productivity cost global businesses
every year because of misalignment.
$1 TRILLION

13. A new
approach
is required

14. Sales automation
Sales view
Marketing automation
Marketing view
Marketing and Sales see audiences differently

15. 5.1%
New DM connections
nurtured by Marketing
over the past 6 months
13M
Unique DMs connected with
sales professionals over the
past 6 months
Unique DMs reached
by Marketing Updates
over the past 6 months
Period of analysis: 1.2.2018-31.7.2018; Marketing Reach includes Sponsored Updates only
Out of all Decision Maker connections made by sales,
only 5% were reached by marketing
131M

16. Ultimate Objective: 100% audience alignment

17. It’s a journey, not a funnel or a pipeline
Marketing
& Sales
Awareness
Consideration
ConversionTerritory Planning
Account Planning
ABM Planning

18. Source: Wheelhouse Advisors
Faster 3 year
revenue growth
24%
Faster 3 year
margin growth
26%
Higher customer
retention
36%
Higher
win rates
38%
Impact of Alignment:
208% more marketing-sourced revenue

19. LinkedIn State of Sales Research report 2018
Sales and marketing divide is diminishing
44%of sales executives say they
work more closely with
marketing than in past
years.

20. Keys to success
Focus on targeting
the same audiences
Build shared
relationships
Optimize process and
performance

21. Keys to success
Focus on targeting
the same audiences
1. Decide on your ideal customer profile and
major segments. Code key descriptors into
both CRM & marketing platforms. Persona
(“Talent Professional”), Account (“SMB”),
Priority (“SOP”).
2. Drive sales hygiene on contacts at key
accounts (prospect and customers). Build
IDs for decision-makers and influencers.

22. Keys to success
3. Enforce structured sales feedback and
account history in CRM. Code close-out
reasons with few intuitive categories.
4. Expose marketing activity in CRM with detail
on campaign context
Build shared
relationships

23. Keys to success
5. Trust. Personal and cultural. Growth
mindset. Celebrate risks, successes, failure.
6. Close the loop. Mktg <-> Sales
7. Wire for shared success end-to-end. Know
how many meetings a rep needs to succeed.
From which sources. Cost and value per lead.
Optimize process and
performance

24. Keys to success
Focus on targeting
the same audiences
Build shared
relationships
Optimize process and
performance
1. Code ICP
2. Contact hygiene
3. Feedback in CRM
4. Mktg in CRM
5. Trust
6. Mktg <-> Sales
7. Wire end-to-end

25. Thank you!