This document discusses aligning sales and marketing to break down silos. It recommends defining lead stages like subscriber, lead, marketing qualified lead (MQL), sales accepted lead (SAL), and sales qualified lead (SQL). Mapping the lead journey and aligning sales and marketing can create a unified lead-to-revenue process, streamline communication, simplify management, improve responsiveness, and increase velocity. The goal is to build visionary companies through 99% alignment.

1. Research Triangle HUG
Sales/Marketing Alignment:
Breaking Down the Silos

2. Who am I?
• Co-Founder and CMO of Penguin Strategies
• More than a decade in B2B Tech Marketing
• Will go as far as necessary for real hummus
Reach me at nili@penguinstrategies.com

3. We build
MARKETING
GROWTH MACHINES
for B2B
Tech companies
Growth
Machine
Strategy
Execution Technology

4. About Penguin Strategies
• Lead by B2B tech veterans so
we hit the ground running
• Sales and marketing
specialists in strategy, SEO,
Content, social, PPC,
Automation, design, ABM,
• Offices in Raleigh, Boston &
Tel Aviv
• Clients in the US, Europe and
Israel

5. Our Clients are B2B Tech companies in the fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMUNICATIONS
#ContentInContext

6. SALES/MARKETING
ALIGNMENT
BREAKING DOWN
THE SILOS

7. BUILDING A VISIONARY
COMPANY REQUIRES
ONE PERCENT VISION
AND 99 PERCENT
ALIGNMENT
Jim Collins and Jerry Porras,
Business Authors

8. Define Lead
Stages
What is a:
• Subscriber
• Lead
• MQL
• AQL
• SAL
• SQL
• Unqualified

9. Map Lead Journey
*Sample AQL Path
HubSpot Score
150
*Predictive

10. Results of Proper Alignment
1. Create a unified and visible lead-to-revenue process
2. Streamline communication and handoffs between Marketing, Inside &
Field Sales
3. Simplify day-to-day lead and opportunity management
4. Improve responsiveness - internally and externally
5. Increase lead and pipeline velocity

12. THANK YOU
Research Triangle HUG