closing the sales to marketing gap (dreamforce 2013)
TRANSCRIPT
Closing the Sales and Marketing GapClosing the Sales and Marketing GapCollaboration Drives Success
Casey Cheshire, Sesame Software, VP Marketing
@CaseyChesh
Derek Grant, Salesforce, Director Sales, Pardot
@derekgrant
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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
Strategy 1: (Re)Align Goals(Re)Align Goals
We’re all in this together•Marketing enables Sales•Sales secures marketing spend
Stop Competing & Align Goals
On Funnels & Pipes
Split 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”
1,000
850
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Where The Model Breaks Down
Marketing•Generate lots of leads•Send most to sales•Limited qualification
• Geography• Title / Department• Revenue
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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
850
40
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Use a Single Funnel
• Create a Single view• Unified “scorecard”• Waterfall model• Easy measurement• Alignment with the
ultimate goal – driving revenue for our company
Strategy 2: Start TalkingStart Talking
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 Agreements
Specify how quickly sales should connect with a lead• First contact wins 78% of the time• Easier to connect quickly
Strategy 3:Create Content That MovesCreate Content That Moves
Content is More Than Conversion Bait
What’s my purpose in life?
Map Content To The Sales Cycle
Top 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
Strategy 4:Collaborate on GradingCollaborate on Grading
Ask Sales about their ideal prospect, they talk to them all day!
Grading: Consult & Update
Strategy 5:Don’t Hoard, EmpowerDon’t Hoard, Empower
Don’t Hoard, Empower
• Integrate with CRM• Display Prospect Activity• Enable Sales Selected
Lists (& Drips)
Strategy 6: WiretapWiretap
Wiretap Your Sales Team
Priceless 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
Casey CheshireCasey Cheshire
Sesame Software, VP Marketing
@CaseyChesh
Derek GrantDerek Grant
Salesforce.com, Director Sales, Pardot@derekgrant