Now more than ever marketers must enable sales with the right tools, content and messaging to grow win rates. In this session, you will learn how important it is for marketers to partner with sales enablement/product marketing/sales leadership to ensure proper messaging is used to improve campaign ROI. Key takeaways will include: How to work with product marketing and sales enablement to nail your messaging; What can marketing do to deliver the right content that sales will actually use; and What tools/resources should marketing provide for sales to be more effective with marketing campaigns.

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Smarketing:
Combining The Right Sales Tools & Marketing
Messages To Grow Pipeline
Jen Holtvluwer, Head of Marketing and Business Development
Cherwell Software
@jenholtvluwer

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We are living in the Age of the Customer.
§ “It’s Sales and Marketing, not Sales vs. Marketing,” Cate Gutowski, VP @ GE
§ “Are Marketing And Sales Execs The New B2B Power Couple?” cmo.com
Why does Cherwell embrace Smarketing?
§ “Sales and marketing misalignment costs businesses $1 trillion each year in decreased
sales productivity and wasted marketing efforts,” - HubSpot
Why Smarketing?
@jenholtvluwer

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What we do….
§ Partner from the beginning
§ Deliver content that gets used
§ Partner with the right technologies
§ Leverage Sales Enablement often
§ Partner in prospecting efforts
§ Track results
Cherwell Acknowledges Smarketing
Why we do it…
What
marketing
would create
Sales would
interpret as this –
due to misalignment

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Case Study: GTM Programs That Yield Pipeline
Partner From The Beginning
@jenholtvluwer

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What we do….
§ Involve stakeholders from the
beginning of GTM planning.
§ Who do we involve?
§ Why do we involve them?
§ How often do we involve them?
Why we do it….
§ “Aligning sales and marketing is proven
to deliver 19% more growth,” –Sirius
Decisions
Where do you start?
@jenholtvluwer

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Deliver Content That Gets Used
Via Technology That Makes The
Seller’s Job Easier
@jenholtvluwer

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What we do…
§ Create email templates
§ Develop bulleted speaking points
/ GTM materials
§ Easy to access content for
knowledge growth and network
sharing
Why we do it…
§ “Sales reps spend up to 43 hours
every month searching for content,”
–Aberdeen
K-I-S-S (keep it simple [for] sales)

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Sales Enablement Documents via Seismic

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§ What we learned…
Avoid: Let’s Give It A Try Mentality
@jenholtvluwer

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Leverage Sales Enablement
For Training
@jenholtvluwer

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Sales Enablement is Marketing’s New Best Friend
@jenholtvluwer
What we do…
§ 30 min of solution selling training per GTM
§ Focus on compelling event or trigger point
§ Get our campaign(s) mentioned in the sales
newsletter
Why we do it….
§ “Companies with best-in-class sales
enablement strategies experience 13.7%
annual increase in deal size or contract
value,” –Aberdeen

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Partnering in Prospecting
@jenholtvluwer

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What we do….
§ Incorporate online retargeting to targeted
accounts
§ Send email blasts out with vertical specific
messaging (not batch and blast)
§ Send alerts to Inside Sales when action is
taken
Why we do it….
§ “Marketing teams with high visibility into
content consumption see 33% more leads
accepted by Sales,” –Aberdeen
Take Time To Prospect Together
@jenholtvluwer

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Data Don’t Lie. Track Your Results.
@jenholtvluwer

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What we do….
§ Track net new prospects
§ Track additional engagements
§ Track by campaign
§ Track by source
Why we do it….because it works!
§ Shift Left GTM first 4 months / $737,000 in pipeline
§ ITSM 2020 GTM first 3 month / $784,000 in pipeline
§ Service Desk Consolidation GTM first 2 months / $484,000
Metrics, Dashboards, Funnels Oh My!
@jenholtvluwer

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Let’s connect!
Only personalized messages, please.
Your network is your net worth.
LinkedIn: Jen Holtvluwer
Twitter: @jenholtvluwer
Email: jen.holtvluwer@Cherwell.com

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Are you using Video email messages?