How to Align Sales and Marketing Through Effective Sales Enablement Jeff Day, VP of Marketing, Highspot

2. How to Align Sales and Marketing
Through Effective Sales Enablement
Jeff Day
VP of Marketing, Highspot

3. Jeff Day
VP of Marketing at Highspot
• 20 yrs in marketing across Intel, HP,
Sun, Polyserve, Apptio
• VP of Sales at DomainTools
• 20+ yrs fighting poor alignment
• Current passion: Sales Enablement can
change this dynamic
About me

4. Alignment Drives Growth
“Cross-functional alignment among sales, marketing and
product organizations can help companies achieve up to 19
percent faster revenue growth – and 15 percent higher
profitability.”
– SiriusDecisions

5. “Alignment” today
“Your content is
terrible!”
“We need more”
“I can’t find it!”
“You’ve got a ton of
content!”
“All we do is publish
content”
“Don’t change the
content”
Sales Marketing

6. Most Content is Wasted
Used
35%
Not
Found
28%
Not
Relevant
37%
Best in class companies measure and
optimize content performance
SiriusDecisions 2014 study, “Cost of Content”
65% of content is wasted

7. “So What’s the Solution?”

8. Key Elements of Alignment
1. Create a X-function “alignment team”
2. Agree on common strategy & goals
3. Establish regular communication & feedback
4. Fix content gaps
5. Institute a closed-loop improvement process

9. A Path to Optimized
• Content in many
places
• Poorly defined
processes
• Content is in
central system
(Sharepoint, Portal,
Box, etc.)
• Some mgmt of S.E.
process
• 1st Gen Sales
Enablement
• Flexible content
distribution
• Pitching
• Some content
mgmt
• Some basic
reporting
• Next Gen
solution
• Machine learning
• Full performance
analytics
• Content
Genomics
Content is scattered
across systems
Reps waste time
searching for content
Poor alignment
No content ROI
Single place for sales
content
Publishers can version
and manage
Fewer content gaps
Reps are more efficient
Publishers improve
content quality based
on analysis
Sellers get feedback on
customer engagement
Sales management can
analyze pitches
Sellers are more
effective
Tight alignment between
sales and marketing
Continuous improvement
based on data
Integrated systems &
processes
Improved conversion rates
Faster sales
Reactive
Managed
Data-Driven
Optimized
Requires Sales Enablement
Requires modern Sales Enablement

10. Closed-Loop Sales Enablement
End-to-End and Closed-Loop
Optimize the
Pipeline
Knowledge
Transfer
Pipeline
Performance
Analytics
Marketing Sales Customer

11. Highspot Sales Enablement Platform
Machine Learning with Content Genomics
CRM Integration
Sales Content
Management
Make it easy for
sales to find the
content they need
Customer
Engagement
Drive more effective selling
through email and online
presentations with
engagement alerts
Performance
Analytics
Analyze content usage,
pitch performance and
business impact to drive
optimization

12. The Highspot Difference
Breakthrough approach to content
management
+
Intuitive user design
=
86% monthly usage rates
“In my 30 years of experience, I have never
had such a dynamic and functional library of
content.”
Regional Account Exec
“Highspot is glorious! I don’t know how
anyone’s business got by without this.”
Marketing Manager
“Highspot is a lot more user friendly. It saves
me a lot of time and makes the distribution of
content much easier.”
RFP Manager
Reps love our
ease of use

13. Sales Enablement Increases Conversion Rates
“More than 50% of companies that have committed to sales
enablement are increasing sales conversion rates by at least
10% and a full 23% of companies have increased
conversion rates by over 20%.”
– Highspot

14. Thank You