Salesforce on Salesforce: Building Marketing & Sales Alignment
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Ever wondered how Salesforce does sales enablement? Join us for a look behind-the-scenes at how we create, manage, and run internal campaigns designed to empower our sales reps. You will learn first-hand how we handle product launches and see examples of some of our most successful campaigns. This session is great for B2B marketers, enablement, and sales leaders looking for practical ways to improve their sales enablement strategy.
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Salesforce on Salesforce: Building Marketing & Sales Alignment
- 1. Salesforce on Salesforce: Building Marketing and Sales Alignment Kevin Baldacci, Product Marketing, Pardot Daniel Newman, Product Marketing, Pardot
- 4. Salesforce’s Sales and Marketing Alignment built on a great foundation Everything lives in CRM Alignment on Definitions &Processes Single Mission: Pipe &Revenue
- 5. But… the growth of Salesforce’s sales teams and portfolio complicated alignment 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Sales Marketing Sales Sales Marketing Marketing
- 6. Problem #1: Marketing was too reactive Solution: Marketers became ‘Pipeline Scientists’ “What are you doing to help us?”
- 7. Problem #1: Marketing was too reactive Solution: Marketers became ‘Pipeline Scientists’ “A true partnership with sales can't be reached unless the marketing team is fully aware of what it’s achieving or not achieving. At Salesforce, we accomplish this by constantly evolving a “Pipeline Science” approach, where every single marketing activity is tracked and evaluated” Simon Mulachy Chief Innovation Officer
- 8. Problem #1: Marketing was too reactive Solution: Marketers became ‘Pipeline Scientists’ Pipeline Cockpit Pipe Gen X-Ray X%$X%M Opportunity Insights
- 9. Problem #2: Fragmented Customer Experience Solution: Marketing developed deep Account & Predictive Intelligence Marketing Have you heard of Salesforce CPQ? We have an upcoming Heroku event… Have you seen the latest Gartner report? Have you heard the latest on the Demandware acquisition? Sales The Customer
- 10. Problem #2: Fragmented Customer Experience Solution: Marketing developed deep Account & Predictive Intelligence # Wkflw Rls: 444 # Cust Apps: 17 # Cust Obj Recs: 183,683,186 # Cust Objects: 531 # Dashboards: 1,133 Comparable Accounts Find companies with similar backgrounds and purchase history Next Best Products What products should the account be approached with first? Intent Data What are my Customers searching for on the Web? Propensity to Buy (PTB) The likelihood an account will acquire new products in the next 12 months Relevant Metrics Data points that can be used as a conversation starter Vandelay Industries Vandelay Industries Vandelay Industries
- 11. Problem #2: Fragmented Customer Experience Solution: Marketing developed deep Account & Predictive Intelligence Account Intelligence Emails Account Placemat Prospecting Dash ABM Cockpit
- 12. Problem #3: Difficulty with prioritization Solution: Marketing developed Sales-Driven Pipeline Programs 7:30am 5:00pm Email Follow Up Product Training Email Follow Up Customer Meetings Break Pipe Generation Activities Manager & Team Meetings Email Follow Up
- 13. Salesforce on Salesforce Case Study The Pardot Financial Services Resurgence
- 14. 1. Prepare 2. Execute 3. Track Three Phases to Creating a Sales-Driven Pipeline Play
- 15. 1. Prepare Three Phases to Creating a Sales-Driven Pipeline Play 2. Execute 3. Track
- 16. Identified area of growth in strong segment
- 17. Assembled our Team Marketing Sales John Beauchamp AVP, Marketing Cloud Michael Hartman SVP, Core Sales Tyler Fritcha BDR Manager Daniel Newman, Pardot Marketing Jim Eup Industries Marketing Kevin Baldacci Pardot Marketing
- 18. Established Goals Number of Reps Enabled Pipe Generated Revenue Handshake
- 19. Marketing & Sales Jointly Built a Messaging Framework Wealth Management Asset Management Insurance Lending B2B Marketing on the World’s #1 CRM to Find & Nurture Leads, Close More Deals, and Maximize ROI Relationship Marketing on the World’s Most Trusted CRM to Personalize Engagement, Differentiate, and Maximize Marketing Investment Deliver more personalized engagements. Convert prospects and deepen existing client relationships. Differentiate to get ahead of the competition. Engage with your prospects at the moment of interest. Maximize Marketing Investment. Understand marketing insights from click to close. _________ Trust: Trust is Salesforce’s #1 value and we know that for financial services trust is the backbone of your client relationships. Maintain client trust by leveraging Pardot’s Compliance and Security features built for financial services, all on the Salesforce Platform. Pardot Pardot for Financial Services Messaging Pillars Sales Plays
- 20. Marketing Built key Assets for Launch First Call Deck Cheat Sheet Sales Plays Webinar
- 21. Three Phases to Creating a Sales-Driven Pipeline Play 1. Prepare 2. Execute 3. Track
- 22. Step 3 Account Planning Workshops Step 4 Sales Contest Financial Services Resurgence Program (Aug. - Sept.) Step 2 First Call Deck Certification Core Account Executive Step 1 Program Launch Step 5 Ongoing Calls to Action Jointly Developed a Plan to Activate the Sales Team
- 23. Step 3 Account Planning Workshops Step 4 Sales Contest Financial Services Resurgence Program (Aug. - Sept.) Step 2 First Call Deck Certification Core Account Executive Step 5 Ongoing Calls to Action Jointly Developed a Plan to Activate the Sales Team Step 1 Program Launch
- 24. Step 1: Program Launch Marketing drafted communications Initial communication from Area Vice President Coordinated follow up from Regional Vice Presidents Sales was the “face” of all communications
- 25. Jointly Developed a Plan to Activate the Sales Team Step 3 Account Planning Workshops Step 4 Sales Contest Financial Services Resurgence Program (Aug. - Sept.) Step 2 First Call Deck Certification Core Account Executive Step 1 Program Launch Step 5 Ongoing Calls to Action
- 26. Step 2: First Call Deck Certification Pardot for Financial Services First Call Deck - Deck - Recording Core Certification - Who: All Financial Services Sales Reps - Deadline: 9/7 What: Present Deck (tailored to a specific customer) - How: Video Recording 246 Sales Reps Certified
- 27. Jointly Developed a Plan to Activate the Sales Team Step 4 Sales Contest Financial Services Resurgence Program (Aug. - Sept.) Step 1 Program Launch Step 5 Ongoing Calls to Action Step 3 Account Planning Workshops Step 2 First Call Deck Certification Core Account Executive
- 28. Pipe Gen Workshops Step 3: Account Planning Workshops Enablement Session Account Planning In Room Happy Hour
- 29. Jointly Developed a Plan to Activate the Sales Team Financial Services Resurgence Program (Aug. - Sept.) Step 1 Program Launch Step 5 Ongoing Calls to Action Step 2 First Call Deck Certification Core Account Executive Step 3 Account Planning Workshops Step 4 Sales Contest
- 30. Step 4: Sales Contest
- 31. Jointly Developed a Plan to Activate the Sales Team Financial Services Resurgence Program (Aug. - Sept.) Step 1 Program Launch Step 2 First Call Deck Certification Core Account Executive Step 3 Account Planning Workshops Step 4 Sales Contest Step 5 Ongoing Calls to Action
- 32. Step 5: Ongoing Calls to Action Pardot Financial Services Dreamforce Track Sessions 1. Pardot for Lending: Redefining the Customer Experience 2. Wealth Management: Grow Client Relationships with Pardot 3. Pardot for Financial Services: Birds of a Feather (2x) Experiences 4. Pardot Financial Services Happy Hour 5. The Future of B2B Marketing Experience (Party)
- 33. Three Phases to Creating a Sales-Driven Pipeline Play 1. Prepare 2. Execute 3. Track
- 34. Track Program and Contest Progress There is no accountability without visibility Pipe Generated from Program Revenue for Contest $$$ % %
- 35. Drive Pipe Progression through weekly updates
- 36. So what were the Financial Services Resurgence results? “This was one of the best enablement, spiff, lunch & learn sessions we've had since I've been here. It was actionable in the room and created some excitement. It should be the model for each cloud going forward.” Brandon C. Siegel Regional Vice President - Financial Services ✔ Exceeded Pipeline Targets ✔ Exceeded Revenue Targets ✔ Sales & Marketing Alignment
- 37. So what were the Financial Services Resurgence results?
- 38. That was a lot… What can you take back to your teams next week?
- 39. Best Practices to take to your team Best Practice Salesforce Example Align on Metrics Regular alignment meetings Upfront campaign buy in Align enablement to pipe gen activity Ask sales what content they need Consistent communication cadence Stage 2 Pipeline, Revenue Bi-weekly pipeline council Joint messaging hierarchy, account identification Pipe gen workshops Sales authored blog posts Weekly Pardot Gift
- 40. Bringing it all together… Sales and Marketing alignment is key to providing a great customer experience. Sales & Marketing alignment can be attributed to a great foundation which comes from… 1. Everything is in our CRM 2. Alignment on definitions and processes 3. A single mission: Pipeline and Revenue Marketing advanced alignment with Sales during growth periods by… Becoming Pipeline Scientists Developing deep Account & Predictive Intelligence Proactively creating Sales-Driven Pipeline Programs
- 41. “In B2B marketing you have two customers, you have your end customer and you have your sales team. We think B2B Marketers need to think much more about revenue, much more about pipeline and much more about business that the team is booking.” Adam Blitzer EVP & GM at Salesforce Co-Founder of Pardot
- 43. 3 Must See Stops on your B2B Marketing Trail Sign up for a genius bar appointment to speak with a Pardot expert prd.to/genius-bar Stop by for demos and to get your questions answered at select Salesforce for Sales and Marketing Demo booths in the Campground: Boost Productivity for Inside Sales Teams Close More Deals & Expand Strategically Find and Nurture More Leads Personalize Intelligent Interactions Engage Across the Customer Journey Visit Pardot Peak Pardot Demos Pardot Genius Bar Take part in a Trailblazer Fireside Chats and learn how Trailblazers are using Salesforce for B2B Marketing to transform their businesses. Wednesday | 10:30 AM - 10:50 AM
- 45. Salesforce is a Global Sales Force Over 7,000 sales reps worldwide Over 100 offices & global hubs Hundreds of SKUs Over 1,400 Marketers worldwide Sell and market over 40 products
Editor's Notes
- Almost a year ago to the day, our Marketing team was sitting in a cramped room in Salesforce’s Indianapolis office. We had been there all day in our Annual Planning meeting, gearing up for the second half of the year planning. Now at this point in the day we had brainstormed and discussed so many amazing demand generation campaigns that we were pretty fried. But we had an important 30 minutes allotted to reviewing the numbers and pipeline coverage for the second half of the year. Like any session where you are reviewing rows and rows of data after sitting in a room all day, people in the room were beginning to look down at their phones until one person raised their hand and said “whoa whoa, go back to that.” For the next 30 minutes, using a series of data tools, we peeled back the layers of a major gap in pipeline coverage for the second half of the year for one of our biggest market segments. There was a major iceberg ahead and if we didn’t turn the ship, we’d run into it. Meaning, we had to come together as a marketing team to build pipeline that would close this fiscal year. What came to pass would be a dramatic swing in momentum thanks to Marketing identifying a major weakness and developing programs to assess the damage. But it wasn’t just Marketing … in order for a huge shift like this to occur, Sales had to be a major player; and they were! This is just one example of how Salesforce’s Sales & Marketing Alignment has played such a crucial role in our company growth. I don’t mean to tease the story but the person that quarterbacked the campaign is Daniel Newman and will be going through it in detail soon. Today we're talking about Sales & Marketing Alignment at Salesforce and before we get further into the details of this story, I am going to explain how we got to this moment. Unfortunately, I don't have any 'Self-Help' formulas to take back to your teams, however, I do have stories and examples of how we got to where we are today through a lot of trial and error.
- This slide is important because we need to connect with our audience here… Observe the customer experience. There are plenty of models available, many companies have different interpretations of them. Regardless at the end of the day, a customer comes to find Salesforce through some type of awareness whether it be an Ad or word of mouth. Salesforce captures their information, nurtures then passes to sales who then goes through the process of converting into an opportunity and finally a sale. True? Cool, I see a lot of nodding heads. Each prospect progresses through the cycle through levels of interest. We bring each prospect through the cycle by introducing a need and that need has to be personalized to that company in some form. We speak to many companies and in most cases, they put a divide down the middle of this cycle. Marketing is in charge of developing high quality leads and passing to sales. Sales is in charge of closing them. To get to this alignment you need to understand simple items like The definition of this cycle Be able to report on each point How to work together to advance prospects in the cycle at scale
- At Salesforce, we believe that Sales and Marketing own the entire funnel. In order to sell our products, we develop a Vision for each prospect. To do that, the vision and the messaging has to be something that Sales and Marketing both own. Owning the entire journey is a great step towards alignment but it also raises questions: How do you both define the cycle? How are you both held accountable? How do you measure success? To put both Sales and Marketing in the driver’s seat of the
- The experiences that Sales & Marketing provides to customers today didn't happen over night. It's been a journey of evolution where we have had to change with our growth, customer expectations, mediums and technology available to us. At the core of our alignment has been a foundation that still holds true to this day. The first is that we log everything in our CRM -which just so happens to be Salesforce. We are fortunate enough to speak with a lot of companies and sales and marketing alignment comes up a lot. One of the questions I always ask is where are you logging your sales activities and your marketing data? Most of the time the answer is the same in that it's scattered across different Marketing Automation or ABM platforms, Excel spreadsheets or homegrown CRMs. To stay aligned, we have a single source of truth. That means we're all looking at the same data and there is no confusion between both parties. The second is that we agree on the lead and opportunity lifecycle. This is so important often times overlooked. 50% of companies do not have a common definition of a customer lifecycle. This gives us the ability not only to understand how can Marketers supply Sales throughout every step in the lifecycle journey, it allows us to get very prescriptive with how we support. Finally, equally as important if not the most important pillar is alignment on a mission. I know we have a lot of marketers in this room and one of our favorite things to do to Sales and Leadership is to throw up impressive numbers on a slide like Web Traffic, Impressions, Likes. And guess what... Marketing can pull a lot of these metrics. The best way to solve for Sales saying 'What have you done for me' is to simplify a common mission. For us, we agree that a Pipeline is the sign of a Healthy Business. We also agree that Sales's mission is to hit every month's revenue targets. So whatever Marketing does, no matter if it's an event or social media post, we always try strive to tie it back to Pipeline or Revenue. For example, we don't have Sales & Marketing Alignment meetings, we have 'Pipe Council Meetings'.
- Must know that this is Salesforce’s journey
- Talk about what Pardot is...
- Pardot for Financial Services First Call Deck Deck Recording MC Certification Who: All FINS MC Account Executives (SB - ENT) + BDRs Deadline: 9/7 What: MC Account Executives + BDRs present Pardot for FINS First Call Deck. This must be tailored to a specific customer (prospect or open oppty). Reps should not read the talk track word-for-word. They must make it their own. How: Account Executives record video presenting deck and add link to recording (in Google Drive) here. RVPs then watch recording and certify teams (here) based on the following criteria: if I were a prospect, would I want to continue the conversation or set up a next call? MC Certification Instructions + Overview Doc Core Certification to follow MC Certification from 9/10 - 9/14 for all FINS Reps reporting to MichAccount Executivel Hartman.
- We incentivize our Sales Teams - because if close 5 more 20k deal form this program - it will pay 10x and we see an uplift by much more than that
- Wealth Session w/ Sequoa - CTA
- “In B2B marketing you have two customers, you have your end customer and you have your sales team. We think B2B Marketers need to think much more about revenue, much more about pipeline and much more about business that the team is booking.”
- At Salesforce, we There are so many factors that go into alignment.