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#LLS16
Al and Peggy Bundy Syndrome: How to Combat Sales and Marketing
Misalignment to Maximize Conversions
SPONSORED BY:
#LLS16
Follow This Webinar On Twitter
#LLS16 Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Everstring: @everstring
Leticia Rodriguez: @everstring
Matt Amundson: @mattya56
#LLS16
From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16
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About Demand Gen Report • Tracking strategies and solutions in lead
generation and marketing technology since 2007
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Questions, Tweets & Resources
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Join the conversation #LLS16
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Panelists MODERATOR:
Andrew Gaffney Editorial Director Demand Gen Report
Matt Amundson Director of Sales Development Everstring @mattya56
Leticia Rodriguez Marketing Programs Manager Everstring @everstring
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Why Are We Here?
How to spot the symptoms of
misalignment
Tactics for aligning priorities around the
right target audience
How to structure the team for top-of-the-
funnel success
Increasing efficiencies of sales and
marketing by putting time and money
toward the most likely to convert prospects
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©2015 EverString :: CONFIDENTIAL & PROPRIETARY
How to Spot the Symptoms of Misalignment
#1 He said, she said
Sales: marketing gives us bad leads
Marketing: sales never follows up on
what we give them
#2 Lack of trust
Sales: marketing doesn’t know what
they’re doing
Marketing: sales is selling something
we don’t market, they don’t listen to
the message 8
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
How to Spot the Symptoms of Misalignment
#3 Metrics don’t add up
What are the actual numbers?
Misaligned expectation points
Sales and marketing report on different
numbers
Is your SDR team in the right spot? Find
what works for you
Not sharing numbers
9
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
10
#4 THE BIG ONE
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
How to Spot the Symptoms of Misalignment
11
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
How to Spot the Symptoms of Misalignment
12
Why does this happen?
Everything – anecdotal, lack of
trust, bad metrics
Bad leads
Poor sales follow up
Bad messaging
Bad reporting on both sides
Misaligned expectations
Ego
Compensation differences
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Tactics for Aligning Priorities
Breaking the silo with questions
Why are we doing this?
What are our goals?
Did we achieve it?
What did we miss?
How do we improve?
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©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Tactics for Aligning Priorities
Align through communication
Have regularly scheduled meetings
“We”, “Our”, “Team”
Before, during and after
OVERCOMMUNICATE!
Create a highly visible dashboard
in SFDC
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©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Tactics for Aligning Priorities
Team Goals, Team Rewards
From revenue goals, to attendees at a
lunch and learn, every program needs
goals
Make goals as visible as possible
Everyone deserves a role
Everyone succeeds when the goal is
met
Reward the ENTIRE team for a job
well done
15
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
16
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Include sales in brainstorms and
planning meetings
Campaign kick off meetings
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©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Self-service Tools
Uberflip Access to content in self-service
fashion
Customize with the account
name
Can use for marketing and sales
outreach
Include a group of relevant
assets
18
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Self-service Tools
Marketing Calendar Publish to sales teams
Update in real time
Quarterly plans High level overview establishes
trust
“Here are our goals and here is
how we’re going to achieve
them”
19
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
20
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Marketing Responsibilities
Our organizational alignment
mirrors their organizational
alignment
Allows for a better allotment of
time and resources
Someone dedicated will better
understand the specific sales
group and their needs
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©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Sales Responsibilities
Trust the marketer, trust the
message
Communicate with marketing
– let us know if what you’re
hearing is different than what
we’re putting out there
Drive your own enablement
22
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Total addressable markets vs
companies that are a good fit
Recognize the difference
Differentiate the good from the bad
23
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Team Structure for Top of Funnel Success
Traditional methods of lead scoring are flawed and lead to
inefficiencies
Too much time marketing & prospecting to good titles at bad
companies
By rolling out account scoring, marketing and sales can quickly align on
target accounts
24
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Traditional Lead Scoring – Good leads, bad
companies
25
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Predictive Marketing Allows You to be a Data-
Driven Revenue Team
Chances are you’re already using data to make most of your decisions
Your Sales Team uses data from CRM to build process and make
decisions
Your Marketing Team uses data from Marketing Automation systems to
make marketing decisions
But each team operates in their individual systems and silos
The data captured here is also REACTIVE
26
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Predictive Marketing Allows You to be a Data-
Driven Revenue Team
Predictive Marketing allows both teams to utilize the same data
to make PROACTIVE decisions
Machine learning and data science take the guesswork and emotion
out of prioritization
The data is delivered both in MA and CRM
Sales and Marketing are aligned around the same data
27
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
EverString Enables Efficiency in SFDC and MA
28
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Increasing Efficiencies
#1 Prioritization
Use predictive scoring
Constant feedback loop between sales and marketing
#2 Data-driven spending
Identify the right accounts to market and prospect to
Spend more on high fit accounts
29
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Increasing Efficiencies
#3 Systems that promote teamwork
Data disseminated into both sales and
marketing systems
Engagio, Uberflip, EverString
30
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Increasing Efficiencies
#4 Reporting
Not just activity but WHERE activity
took place
Engagement with target accounts
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©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Bonus: Maintaining Alignment
32
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Bonus: Maintaining Alignment
Regular meetings and communication
Stop the ego
Speak the same language
Invest in what works, cancel what
doesn’t
Cross functional offsites
33
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
#PredictiveMarketing allows sales and marketing
teams to utilize the same data to make proactive
decisions #SalesAndMarketingAlignment
Cut what isn’t working. Your priority is the
business & if it doesn’t help the business it has to
go #SalesAndMarketingAlignment
Break the silos! Ask questions, collaborate, and
align through constant communication
#SalesAndMarketingAlignment
34
Tweetable Takeaways
©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Q&A
35
#LLS16
Q&A / Panelists MODERATOR:
Andrew Gaffney Editorial Director Demand Gen Report
Matt Amundson Director of Sales Development Everstring @mattya56
Leticia Rodriguez Marketing Programs Manager Everstring @everstring
#LLS16
Thank You For Attending Register for more sessions now thru July 27th! Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT
www3.demandgenreport.com/lls16
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