Getting everyone on the same page and headed in the same direction can be a challenge for any business. Create an environment with frequent, open and direct communication, shared goals and common objectives by aligning your Sales and Marketing teams. In this presentation, we'll look at strategies and best practices to build your Smarketing team!

1. Elise McFarlane, Global Marketing Manager
marketing@printfleet.com
October 30, 2018
Aligning Your Sales & Marketing Teams
Smarketing

2. PRINTFLEET
Company Background
Get to KnowPrintFleet
Watch our corporate video
Visit our blog, PrintFleet Talks
• #1 global brand in device monitoring category –
collecting data on 4M+ devices and over 4.5 billion
pages monthly
• Collaborative R&D relationships with all
manufacturers
• Extensive industry experience working with the
largest OEMs, Distributors and Dealers
• Trusted by more than 4,500 Dealers
• Acquired by ECi Software Solutions in January 2018
SMARKETING

3. PRINTFLEET
What is Smarketing?
SMARKETING
Alignment between your Sales and
Marketing teams created through
frequent and direct communication
between the two.
Source: HubSpot

4. PRINTFLEET
Strategic Alignment
SMARKETING
The process of bringing the actions of an organization’s
departments and teams in line with the organization’s
overall business goals.

5. PRINTFLEET SMARKETING
Why do Sales
and Marketing
butt heads?

6. PRINTFLEET
• Lack of understanding around the roles and responsibilities
of salespeople and marketers
• Unclear objectives and goals
• Misalignment in compensation models
• Perception vs reality
Common Causes of Friction
SMARKETING

7. PRINTFLEET SMARKETING
Marketing
Emotional creative types
Only care what something looks like
No understanding of customers
Irrelevant
Can’t prove ROI
Sales
Aggressive competitive types
Only care about numbers
Incompetent
Self-interested
Don’t follow-up on opportunities
PRINTFLEET

8. PRINTFLEET
Keys to Successful Smarketing
SMARKETING
Transparency Understanding Accountability

9. PRINTFLEET
• Compensation alignment
• Agreed to definitions
• Sales and Marketing service level agreement (SLA)
• Schedule regular meetings
• Close the feedback loop
Smarketing Strategies
SMARKETING

10. PRINTFLEET SMARKETING
Where does
communication
break down?
Marketing generates leads
Sales further qualifies SQLs
and closes opportunities
Marketing qualifies MQLs
Sales works open
opportunities
Marketing sends
SQLs to Sales
Sales sends MQLs
back to Marketing

11. PRINTFLEET
Defining MQL and SQL
SMARKETING
What criteria
suggests a
lead might be
sales-ready?
What criteria
suggests a lead
might not be ready
to buy just yet?
Knowing when to pass the lead
to Sales or Marketing

12. PRINTFLEET SMARKETING
Closing the
feedback loop
Marketing generates leads
Sales further qualifies SQLs
and closes opportunities
Marketing qualifies MQLs
Sales works open
opportunities
Definition of MQL is agreed
to and both teams
understand when and why
leads are sent back to
Marketing
Definition of SQL is agreed
to and both teams
understand when and why
leads are being sent to
Sales

13. PRINTFLEET
The Smarketing SLA
SMARKETING
Sales
What is your actual average deal size?
Win/loss ratio? Sales cycle length?
What is your target average deal size?
Win/loss ratio? Sales cycle length?
How many opportunities you need to win
to achieve revenue targets?
When will you pass leads to Marketing?
Marketing
How many leads did you generate last
year?
How many leads will you generate this
year?
How many leads do you need to
generate to achieve revenue targets?
When will you pass leads to Sales?

14. PRINTFLEET
• Improve communication and collaboration
• Accelerate the sale process
• Win more deals
• Drive business growth
• Increase customer satisfaction
Smarketing Benefits
SMARKETING

15. PRINTFLEET SMARKETING
You can’t spell smarketing
without smart
PRINTFLEET

16. PRINTFLEET
• MPS Sales Blog Series
• Selling MPS to Multiple Decision Makers
• Rethinking Your MPS Sales Compensation
Model
• Failing to Monitor is Failing to Monetize
• 7 Sales Tips to Help You Win More Deals
• Selling MPS: With this pitch, I thee close
Resources
SMARKETING
• Digital Marketing Blog Series
• Is email marketing dead?
• Using Lead Forms for Targeted Content
• SEO for Beginners
• Social Media 101
• Creating Your Buyer Personas
• Strategic Planning: Your Mission, Vision & Values

17. PRINTFLEET
Contact
Visit www.printfleet.com or call us at 1.866.382.8320
Let’s have a conversation!
Contact us today to learn more
about PrintFleet.
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date with PrintFleet.
SMARKETING

18. Thank You