Sales & Marketing Alignment
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Bridging the Gap 6 Steps to Seamless Sales & Marketing Alignment презентация
Содержание
- 1. Bridging the Gap 6 Steps to Seamless Sales & Marketing Alignment
- 2. We drive sales qualified leads. Not just
- 3. On the Agenda
- 4. / Can’t We All Just Get Along?
- 5. / Can’t We All Just Get Along?
- 6. / Can’t We All Just Get Along?
- 7. / Can’t We All Just Get Along?
- 8. On the Agenda
- 9. / 6 Steps to Seamless Alignment 1
- 10. Sure, those marketing metrics are nice, but
- 11. / 6 Steps to Seamless Alignment Make
- 12. / 6 Steps to Seamless Alignment Make
- 13. / 6 Steps to Seamless Alignment Make
- 14. / 6 Steps to Seamless Alignment Make
- 15. / 6 Steps to Seamless Alignment Calculate
- 16. / 6 Steps to Seamless Alignment Calculate
- 17. / 6 Steps to Seamless Alignment Build
- 18. / 6 Steps to Seamless Alignment Build
- 19. / 6 Steps to Seamless Alignment Create
- 20. / 6 Steps to Seamless Alignment Create
- 21. / 6 Steps to Seamless Alignment Create
- 22. / 6 Steps to Seamless Alignment Build
- 23. / 6 Steps to Seamless Alignment Build
- 24. / 6 Steps to Seamless Alignment Invest
- 25. On the Agenda
- 26. e: results@webmarketing123.com t: 800. 619. 1570
- 27. QUESTIONS? ASK AWAY!
We drive sales qualified leads.
Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design
Слайд 2We drive sales qualified leads.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO
Content Creation
Website
Design
Слайд 4/ Can’t We All Just Get Along?
Source: Hubspot
According to a Corporate
Executive Board study, 87% of the terms Sales and Marketing leaders use to describe each other are negative.
Слайд 5/ Can’t We All Just Get Along?
“Sales reps ignore 50% of
marketing leads.”
- Reachforce
- Reachforce
“Only 30% of CMOs have a clear process or program to make marketing and sales alignment a priority.” -CMO Council
Слайд 6/ Can’t We All Just Get Along?
“B2B companies’ inability to align
sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year.”
-IDC
Слайд 7/ Can’t We All Just Get Along?
/ Can’t We All Just
Get Along?
When unlikely friends get along everyone wins. Companies with aligned Sales and Marketing generate 208% more revenue from marketing.
Source: MarketingProfs
Слайд 9/ 6 Steps to Seamless Alignment
1
Make sure marketing can measure ROI.
Lead
volume is up by 50% and cost per lead is down 25%!
I’m totally getting a raise this quarter.
Here’s the scenario. Marketing is overwhelmed with data and KPIs.
Слайд 10Sure, those marketing metrics are nice, but can you tie it
to revenue?
Lead volume is good but what about quality? Joe from Sales says we need more tradeshow leads.
/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Then the CEO enters the picture.
1
Слайд 11/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
B2B
marketers still name “proving ROI” as their #1 digital marketing challenge.
Source: Webmarketing123, 2015 State of Digital Marketing
1
Слайд 12/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Where
does it all breakdown? Data silos are often the culprit.
SEO data is in Google Analytics
Social data is over here in Hootsuite.
Email performance is over here in Marketo
Ad data is over here in Marin.
CRM
Out of the box, Sales will most likely see each lead attributed to “Web”.
1
Слайд 13/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Here’s
where cross-channel attribution comes in.
Let’s say Suzie searches for “marketing automation software”.
Google serves an organic listing for your site linking to your latest eBook.
Suzie clicks on the link, but then decides to go to lunch.
While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.
Suzie clicks on the ad and downloads the eBook.
Sales gives Suzie a call a few hours later, and sets up a demo appointment.
A month later Suzie buys your software!
1
Слайд 14/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Close
the loop directly within your CRM so it’s visible to Sales.
Opportunity Name
Revenue Commitment
First Touch
$100,000
Source: Organic Search
Landing Page: /webinar
San Francisco Startup – SEO Opportunity
Last Touch
Source: Event - Tradeshow
Landing Page: N/A
Suzie’s Software- Demand Gen Opportunity
$75,000
Source: Organic Search
Landing Page: /new-eBook
Source: Paid Search
Landing Page: /new-eBook
Now you can truly optimize for ROI.
Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.
1
Слайд 15/ 6 Steps to Seamless Alignment
Calculate the funnel to define common
goals
Sales always has a quota. Marketing should have a lead quota, too.
2
If you have this data, you can calculate the number of leads you need at each stage of the funnel to hit your revenue goal.
% converted to sales opportunities
% convert to proposals
% converted to closed-won deals.
Average closed deal size.
# of Marketing Qualified Leads
% converted to Sales Qualified Leads
Слайд 16/ 6 Steps to Seamless Alignment
Calculate the funnel to define common
goals
Sales always has a quota. Marketing should have a lead quota, too.
2
% converted to sales opportunities
% convert to proposals
% converted to closed-won deals.
Average closed deal size.
# of Marketing Qualified Leads
% converted to Sales Qualified Leads
Incentivize Marketing & Sales to work together.
Слайд 17/ 6 Steps to Seamless Alignment
Build a clear lead hand-off process.
Define
the difference between MQLs and SQLs.
3
Efficiency is key. 61% of B2B marketers send all leads directly to Sales, however, only 27% of those leads will be qualified.
-MarketingProfs
Слайд 18/ 6 Steps to Seamless Alignment
Build a clear lead hand-off process.
Build
a nurture track for leads that aren’t ready to buy, yet.
3
Email
Social
SEO
SEM
Awareness
Evaluation
Purchase
BU acquires Marketing Qualified Lead via email.
BU determines lead as Sales Qualified.
BU qualifies the lead for direct follow up or forwards to field sales.
Field sales calls directly or sends the lead to distributor.
Kick back to nurture if not ready for Sales.
Слайд 19/ 6 Steps to Seamless Alignment
Create an SLA and report on
it.
Define a Service Level Agreement between Marketing & Sales. This holds both sides accountable for concrete, numerical goals.
4
Слайд 20/ 6 Steps to Seamless Alignment
Create an SLA and report on
it.
Marketing should report on leads acquired over time.
4
Source: Hubspot
Слайд 21/ 6 Steps to Seamless Alignment
Create an SLA and report on
it.
Sales should report on both follow-up speed and depth of follow-up (# of attempts to contact).
4
Source: Hubspot
Sales Follow-Up Speed
Слайд 22/ 6 Steps to Seamless Alignment
Build an effective feedback loop.
Sales needs
to be able to speak to the latest Marketing collateral.
5
Слайд 23/ 6 Steps to Seamless Alignment
Build an effective feedback loop.
Marketing needs
to adjust campaigns quickly to facilitate methods that bring in the most sales-qualified leads.
5
Opportunity Name
Revenue Commitment
First Touch
$100,000
Source: Organic Search
Landing Page: /webinar
San Francisco Startup – SEO Opportunity
Last Touch
Source: Event - Tradeshow
Landing Page: N/A
Suzie’s Software- Demand Gen Opportunity
$75,000
Source: Organic Search
Landing Page: /new-eBook
Source: Paid Search
Landing Page: /new-eBook
Again, attribution is key!
Слайд 24/ 6 Steps to Seamless Alignment
Invest in top-notch marketing technology.
Make sure
your marketing automation platform integrates seamlessly with your CRM, otherwise you could be in for quite a headache.
6
Слайд 26
e: results@webmarketing123.com
t: 800. 619. 1570
Let’s Talk!
Sign up for a free digital
marketing assessment.
Gain valuable insights on how to:
Drive more sales-qualified leads from digital.
Measure revenue opportunity from search
Identify actionable steps to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!
