How do you achieve marketing and sales alignment goals and how do you maintain a healthy relationship betweens those teams in a growing company? Adam Singh has helped multiple companies work toward marketing and sales alignment. Today, he shares his experience and tips from what's he learned along the way.

1. Sales and Marketing Alignment
Learnings From the Past Year

2. Hello!
Adam Singh
Online Marketing Manager
ShipStation
@AdamHSingh

3. Implement a framework of
data-driven tools and practices
that help our sales and
marketing teams work better
together as a single,
revenue-generating organization
through a four-step process.

4. TO ALIGN SALES AND MARKETING
1. Standardize Funnel Stages
2. Formalize a Commitment (SLA)
3. Generate Dashboards and Reports
4. Hold Regular Meetings

5. 1. Standardize Funnel Stages

6. Ununified Picture of the Funnel
HubSpot’s Stages (Marketing)
SFDC’s Stages (Sales)
ShipStation App Stages
(Product)

7. Shared Data Dictionary

8. 2. Formalize a Commitment (SLA)

10. Sales
“Timely Follow Up
with All Leads”
The Commitment
Marketing
“Target the Sources of
Our Most Profitable
Customers”

11. Customer Development Interviews

12. Result: Doubled Our Support Staff

13. 3. Generate Dashboards and Reports

15. Solution
Customer
Data
Platform
ShipStation
Data Stack
Business
Intelligence
(BI)

16. Saved 30 Min / Day + 1 Day / Month!!

17. 4. Hold Regular Meetings

18. Too Many Meetings Already
Time = Money

19. Solution
Incorporated into Existing Meetings
Attend Events Together

20. 204% YoY Growth
170+ Partners
Canada, UK, and Australia

22. Thank You!!
Questions?
SPECIAL OFFER:
2 Months Free of ShipStation!
Use Offer Code HUG2017

23. Resources
➢ Data Dictionary: How to Build One for Your SaaS Business
➢ Rediscovering Multichannel Marketing Opportunities in a Changing
Ecommerce Landscape
➢ 26 Resources to Help You Master Customer Development Interviews
➢ Oregon Coast Highway 101 Mile by Mile Travel Guide