The document discusses improving integration between marketing and sales. It provides tips for both functions, including ensuring data accuracy, buyer readiness, and compelling offers for sales. Marketing is advised to analyze conversion rates and reallocate funds towards high conversion activities. A case study shows how one company reduced lead volume by 50% while growing revenue 25% by focusing on qualified leads and the buyer journey. Best practices include assessing what drives deals by activity and focusing efforts across the entire buyer process.

1. Unleash
Possible
®

2. I
live
sales
&
marke4ng
integra4on
Tweet Away!
@samanthastone
#em13
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2013.
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3. Marke4ng
Delivers
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4. Sales
Perceives
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5. What
Is
Sales
Looking
For?
• Data
accuracy
• Buyer
readiness
• Compelling
offer
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2013.
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5

6. Quality
Vs.
Quan4ty
BaSling
In
An
Office
Near
You
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2013.
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7. Hang
Up
The
Boxing
Gloves
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2013.
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8. The
Average
sales
cycle
is
22%
longer
than
5
years
ago*
*Source: Sirius Decisions
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9. Copyright
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10. 3
Step
Blueprint
• Step
1:
Analysis
&
Adjust
Budget
Alloca4on
• Step
2:
Game
Plan
With
Sales
• Step
3:
Measure
&
Adjust
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11. Do
Your
Homework
• Detailed lead conversion data by buyer/sales stage?
• How many touches are needed to convert by stage?
• What offers do you have in place by stage?
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13. Copyright
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14. Case
Study
Lead
Type
Baseline
6-­‐Months
Later
• Total
lead
count
Suspect
59.8%
0%*
reduced
50%
Qualified
Lead
38.6%
89.1%
• Revenue
growth
25%
In-­‐Bound
1.6%
9.5%
Referral
0%
1.4%
• Marke4ng
spend
flat!
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15. How
did
they
get
there?
• Three
segment
lead
nurture
email
program
• Pipeline
accelera4on
direct
mail
• Dropped
all
PPC
• Added
request
for
quote
&
live
chat
to
website
• Reduced
#
of
physical
shows
aSended
• Reduced
#
of
bought/traded
lists
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16. Best
Prac4ces
• Don’t
replicate
case
study
tac4cs
(your
market
will
be
different)
• Do
• Assess
conversion
rates
to
close
by
type
of
ac4vity
• Reallocate
dollars
towards
high
deal
conversion
metrics
• Focus
demand
genera4on
efforts
on
all
parts
of
the
buyer’s
journey,
not
just
top
of
funnel
• Expect
some
failure
–
learn
fast
&
adjust
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17. Game
Plan
For
Change
• Find
a
champion
• Set
expecta4ons
• Share
updates
• Get
a
quick
win
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18. The
Ice
Cream
Sundae
Workshop
Make A Quick Hit Sundae
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19. Unleash
Possible
@samanthastone
781-­‐354-­‐1755;
samantha.stone@marke4ngadvisorynetwork.com

20. Helpful
Ar4cles
For
Sales
• hSp://unleashpossibleblog.com/2012/10/30/case-­‐study-­‐read-­‐before-­‐you-­‐
dial/
(Case
Study:
Read
Before
You
Dial)
• hSp://unleashpossibleblog.com/2012/10/10/case-­‐study-­‐nurturing-­‐
shaved-­‐54-­‐days-­‐off-­‐the-­‐buying-­‐cycle/
(Case
Study:
Nurturing
Shaved
54
Days
Off
the
Buying
Cycle)
• hSp://unleashpossibleblog.com/2012/05/25/case-­‐study-­‐how-­‐toyota-­‐got-­‐
me-­‐to-­‐buy-­‐a-­‐car-­‐i-­‐didnt-­‐need/
(Case
Study:
How
Toyota
Got
Me
To
Buy
A
Car
I
Didn’t
Need)
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2013.
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