Marketing and Sales Aligned with a Common Goal

Marketing and Sales Aligned with a Common Goal

Josh Linard, Vice President of Sales Mediacurrent @jlinard Lynne Zaledonis, Sr Director – Sales Cloud, Product Marketing Salesforce @lzaledonis

Mediacurrent: Market Leader in Drupal (WCMS)

50% Growth year-over-year 2014 Salesforce SMB Award Winner

Mediacurrent’s Customers and Case Studies:

Before Sales and Marketing Alignment: Fragmented Process

Marketing and Sales with separate goals

Pipeline generation = $0

Lead generation from ad campaigns poor

Lacked a lead management process

Long sales cycle but no nurture campaign

“Old  Way”  :    Separate  goals      

How Well Aligned are your Sales and Marketing teams?

Fragmented? Aligned?

Solution: New Lead Processes for Sales and Marketing

Process and Technology Solutions to Align

Mediacurrent’s Alignment Approach: Content Marketing

Led by Marketing Championed by Sales Shared by all

Mediacurrent’s Lifecycle of a Lead

Mediacurrent’s Approach: Content Marketing

Step 1: Find your Voice

Step 1: Find your Voice leveraging your People

Step 1: Find your Voice in your Customers

Step 1: Find your Voice through your Culture

Mediacurrent’s Voice: “Thought Leadership”

Supported “Do Drupal right” statement Warmed leads for Sales Established credibility for the Sales team

Website  Accessibility  5-­‐Part  Blog  Series  

Step 2: Develop Buyer Personas

Regular meetings between Sales and Marketing to discuss common customer needs Shared data on buyers Developed more targeted content

Step 3: Marketing Automation

Example : Posted Blog: Why Drupal is right for Higher Education

Wrote eBook: Preparing for a Website Redesign

Conducted Video/Webinar: Website Accessibility Standards

Drip  Marke7ng  Campaign  with  Pardot  

Step 3: Marketing Automation

Sales and Marketing SLA: “Sales contacts leads with 24 hours”

Lead  Scoring    

0   50   100  

Transfer to SalesCloud

Nuture

Content Marketing Strategy

Step 1

Find Your Voice

Step 2

Develop Buyer Personas

Step 3

Marketing Automation

The Results: Marketing Team

53% Increase in Organic Search 129% Increase in Conversion Rate 40% Increase in Email subscribers

The Results: Sales Team

23% Increase in Inbound Leads Healthy Pipeline (M’s per-quarter) 55% Increase in closed sales opportunities

Alignment: What it Meant for the Company

Sales and Marketing Both Tasked with Revenue Responsibility

Sales and Marketing Measured on Same Metrics

Increased Employee Engagement Across the Organization

Sales and Marketing Alignment: Results

50% Growth Year-over-Year

$3M Quarterly Pipeline

Increased Demand

Increased Sales

Questions?

Customer Case Study

Butler University: Buyer Personal Template

Butler’s new website focused on right message

Additional Resources: First eBook for Marketing Automation and

Drupal

Featured in Marketing Automation for Dummies

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