crm & marketing automation | sales & marketing alignment
TRANSCRIPT
Utilizing Content in
Sales & Marketing Alignment
@Richard_Y - #TechMap
Talking of Content
Content in Social
Where Content Works Best
Where Content Works Best
Qvidian says that the most used content is:
Proposals
Presentations
RFPs
65% of Content is never used
So What?
Talking of Sales & Marketing Alignment
• According to a 2010 report by
Aberdeen Research, companies
that are best-in-class at aligning
Marketing and Sales experienced
an average of 20% growth in
annual revenue.
• According to MathMarketing, alignment
between Marketing and Sales can help your
company become 67% better at closing deals,
and generate 209% more revenue from
Marketing.
THE AVERAGE TENURE OF A:
– CMO/Marketing Director: 45 Months
– VP Sales/Sales Director: 18 Months
THE AVERAGE SALARY OF A:
– Marketing Director:
• £71,270 / $154,910 Year
– Sales Director:
• £68,515 / $148,200 Year
• £30,051 Commission
Marketing Persona
Marketing Persona
Marketing Persona
Sales Persona
Sales Persona
Sales Persona
Sales Persona
“What we have here is a failure to communicate”
MARKETING LEAD
– Web lead, trade show lead, or inbound
lead. Someone that marketing has
“captured”.
MARKETING QUALIFIED LEAD
– You believe this lead is worth passing to
Sales. You have done some basic
qualification to see that there is interest.
Are You Speaking My Language?
“What we have here is a failure to communicate”
SALES QUALIFIED LEAD
– Sales have engaged and found that they
do need your products/services i.e. they
have a problem you can resolve.
SALES OPPORTUNITY
– They have an active project and you’re
helping them with it. It’s going on your
forecast.
Are You Speaking My Language?
Let’s Talk Pipeline
• Website visits
• Visits that convert into Leads
• Leads that convert into MQL
• MQL that convert into SQL
• SQL that convert into Closed deals
Let’s Talk Pipeline
Lets Talk Pipeline
Buyers Cycle
Marketing Support
Sales Cycle
Customers Matter
Marketing Automation meets CRM
Top Tips for Sales & Marketing Alignment
• Agree a common language
• Agree measurement (KPI)
• Build a Buyer Persona – and the Buyers Journey.
• Ensure you support the buyer journey together.
• When deals fall out of the sales process –
recycle them.
Recommended Reading
• 5 Reasons why CRM fail
http://bit.ly/1iiTtye and how to solve them
• MathMarketing on Sales & Marketing
http://bit.ly/1F9C2Kj
Thank you for listening