sales and marketing “alignment” isn’t enough: now what?

Sales & Marketing Isn’t Enough: Now what?

“Alignment”

What we’ve all said…

3 keys to alignment•Agreement on terms•Service Level Agreement (SLA)•Closed loop reporting

What we’ve all said…

Marketing SalesAgree on Terms

• Suspect – Unqualified lead in database with no engagement• MQL – Verified lead meets IPP and responded to offer (lead score

>X)• SRL – Sales qualifies and rejects lead• PBM - Sales qualifies and sends lead back to marketing• SAL - Sales qualifies and accepts lead• SQL – SAL converts into a qualified sales opportunity

SLA • Sales needs # MQL’s/mo• X% of MQL’s > SAL

• Follow up on MQL’s within X time• Disposition w/reason codes x, y, z

Reporting • Daily/Monthy MQL report• Lead quality report

• Win/loss report• Disqual/Pass-back reason report

Why “Alignment” Isn’t Enough

• Fits Ideal Prospect Profile• Downloaded white paper (lead

score >x) • Wants to impress boss with best

practices• Always looking for ways to improve• No decision authority, no budget

• Followed up within 2 hours• Called, left VM, sent email,

repeat…• Eventually made contact • Qualified and coded PBM

Reason: “Researching topic XYZ”

MQL Sales Rep

[Webinar] How to Boost Conversions by 878%

Lead Warming Explained

Cold LeadsNo lead score, no digital activity

MQL 3Email ‘opens’ but no clicks; web visits but no forms

MQL 2Email clicks-thrus; web form content conversions

MQL 1Significant content engagement over time

18,000 Ideal Prospect P

rofile

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Lead Warming Explained

% Leads converted•Suspects = 0.6%•MQL 3 = 0.7%•MQL 2 = 1.9%•MQL 1 = 5.3%

2.8X

Why “Alignment” Isn’t Enough

2,400 MQL’s neededx 5 dials/MQL= 12,000 Dials÷ 100 dials/day

= 120 days

($1M Quota) / (ASP $50,000) = 20 deals to make quota

20 Deals / (25% win rate) = 80 SQL’s needed 80 SQL’s needed

x 50% Marketing sourced÷ 30% SAL>SQL

= 120 SAL’s needed÷ 5% MQL>SAL

= 2,400 MQL’s needed

Why “Alignment” Isn’t Enough

• MQL’s are not sales-ready…yet!

• Sales reps are trained to find and qualify ‘sales-ready’ leads

• Out of alignment (with reality)…• Early stage buyers get

frustrated with ‘sales’ messaging

• Sales gets frustrated calling leads who aren’t sales-ready

• You can’t talk to MQL the same as a sales-ready SQL

New paradigm, new rolesSales and Marketing

Baseball 2.0 > Sales 2.0

New paradigm, new rolesIts time for Sales 2.0

New paradigm, new rolesIts time for Sales 2.0

New paradigm, new rolesSpend budget further up the funnel

New paradigm, new rolesSpend budget further up the funnel

Content

Content

Content

The new kpi’sSales and Marketing

The New (Old) KPI’s

Metric Measure

# = Quantity Explicit number of records in the funnel stage

% = Quality The percent of records that convert from one stage to the next is dependent on…•Quality of the creative•Quality of the lead itself

Days = Velocity The speed at which a lead moves through the process

$ = Value Based on sales, the value of a record at each stage

The New (Old) KPI’s

# Records % Conversion

# Days $ Value

Suspect271,006 2.75%

18 $4.32

MQL7,448 4.47%

23 $157.26

SAL333 27.03%

14 $3,517.33

SQL90 37.78%

7 $13,014.11

Wins34

$34,449.12

$1,171,270.00

Analytics

The New (Old) KPI’s

Funnel Entry Point

Email PPC SEO Social Media

Suspect208,470 2.40% 26,730 3.80% 33,502 4.10% 2,304 1.60%

$3.07 66 days $3.23 1 day $12.27 5 days $7.97 1 day

MQL5,003 4.70% 1,017 0.90% 1,368 6.10% 60 8.30%

$128.01 27 days $84.96 21 days $299.16 25 days $498.00 20 days

SAL235 26.20% 9 33.30% 84 27.00% 5 40.00%

$2,723.71

6 days $9,439.72 19 days$4,904.3

1 12 days $6,000.00 18 days

SQL62 36.40% 3 66.70% 23 38.20% 2 50.00%

$10,395.84

6 days $28,347.50 7 days$18,164.

10 9 days $15,000.00 7 days

Wins22 Wins 2 Wins 9 Wins 1 Win

$28,560.00 $42,500.00 $47,550.00 $30,000.00

$628,320.00 $85,000.00 $427,950.00 $30,000.00

Who OWNS the New (Old) KPI’s

Marketing

Sales

Key Take Aways

• “Alignment” is important…• Agreement on terms• Service Level Agreement (SLA)• Closed loop reporting

• But it’s not enough…• MQL’s are not sales-ready…yet!• Sales 2.0 calls for a middle-reliever (BDR)

• Overlap Sales & Marketing KPI’s

Q&A