Nov 17, 2014
Closing the Sales and Marketing GapCollaboration Drives Success
Introductions
Derek Grant @DerekGrantDirector of Sales, Pardot
Casey Cheshire @CaseyCheshChief Awesome Officer, Cheshire Impact
Why does it feel like this…
… instead of this?
Agenda• Instructions• Agenda• Misalignment Stories• The Six• Conclusion• Q&A
Does this sound familiar?
A Cold War
Marketing automation provides a jumpstart to alignment by connecting your sales and marketing systems.
6 Strategies to Increase Sales and Marketing AlignmentUsing Automation
(Re)Align GoalsStrategy 1:
We’re all in this together• Marketing enables Sales• Sales secures marketing
spend
Stop Competing & Align Goals
On Funnels & PipesSplit Pipelines• Marketing goals are driven by
volume• Sales goals are driven by
revenue
The Handoff• Marketing sends “qualified leads”
to the beginning of sales process
Dualism is difficult• High lead volume isn’t inherently
a “good thing”
Marketing
Inquiry
Lead
SalesQualified
Opps
Won
1,000
850
40
5
1
Where The Model Breaks Down
Marketing• Generate lots of leads• Send most to sales• Limited qualification
• Geography• Title / Department• Revenue
Marketing
Inquiry
Lead
1,000
850
Where The Model Breaks Down Sales• High volume of names = #FAIL• Cycles spent “looking for a
needle in haystack”• Sales focuses on “low hanging
fruit”• Neglect longer term prospects• Low conversion rates on
marketing-sourced leads
SalesQualified
Opps
Won
850
40
5
1
Use a Single Funnel• Create a Single view• Unified “scorecard”• Waterfall model• Easy measurement• Alignment with the
ultimate goal – driving revenue for our company
Prospect
MQL
SAL
SQLOppsWon
Start TalkingStrategy 2:
Make Sure Sales Knows About the Awesomeness
Marketing, Meet Sales
Sales Likes• Long walks on the beach• Qualified Leads• Pina Coladas• Campaigns that move people through the
buying cycle
What they can share:• Prospect pain points• Friction points in the sale• Competitive intel
Establish a Weekly Cadence• Review Metrics
• Number of assigned leads• Number committed to pipeline
• Disqualified • Number and reason
• Strong channels for closed/won opportunities• Where are the best leads coming from?• How do we get more?
Broker Peace With AgreementsSpecify how quickly sales should connect with a lead
• First contact wins 78% of the time• Easier to connect quickly
Create Content That Moves
Strategy 3:
Content is More Than Conversion Bait
What’s my purpose in life?
Map Content To The Sales CycleTop of Funnel – Lead Generation• White Papers• Data Sheets• Webinars / Recorded Webinars
Middle of Funnel – Building Credibility• Case Studies• Content (Blog posts, infographics, etc.)
Bottom of Funnel – Removing Risk or ROI focused• Success Stories / Testimonial Videos• Executive Value Guide• ROI Calculator
Map Content To The Sales Cycle
Collaborate on Grading
Strategy 4:
Ask Sales about their ideal prospect, they talk to them all day!
Grading: Consult & Update• Competitive advantage• Assists Sales in Optimizing time• Sales: “My ideal prospect is:”
• Role• Industry• Geography• Revenue• Other?
Don’t Hoard, Empower
Strategy 5:
Don’t Hoard, Empower• Integrate with CRM• Display Prospect Activity• Enable Sales Selected
Lists (& Drips)
WiretapStrategy 6:
Wiretap Your Sales TeamPriceless communication:• First MQL Contact• Demos & Questions• Final Calls
Getting the inside scoop:• Go through new sales training• Read the Sales Playbook• Attend sales meetings
Putting It All Together
Final Thoughts on The Seven Tips
1. (Re)align Goals – Create a single funnel
2. Start Talking – Hold a weekly touchbase
3. Create Content that Moves – Map content to stages
4. Collaborate on Grading – Confirm ideal prospect
5. Don’t Hoard, Empower – Enable CRM Lists
6. Wiretap – Sit in on sales calls
Questions?
Thank You!