![Page 1: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/1.jpg)
People, Process and PlatformAchieving Sales & Marketing Alignment
![Page 2: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/2.jpg)
Introducing…
Ben ChamletProduct Consultant
![Page 3: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/3.jpg)
Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the
deepest insight into the way customers behave.
![Page 4: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/4.jpg)
Increase relevancy and drive revenue
Capture and leverage rich behavioral
data
Report on performance
and revenue contribution
Decrease reliance on
support from outside groups
Automate tactical activities
Deliver multi-channel
marketing programs
![Page 5: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/5.jpg)
key takeaways
1. An understanding of common challenges we all face
2. Nurture Programs Silverpop uses to tackle our own challenges
3. Understand how creating dynamic nurture emails improve ROI3
![Page 6: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/6.jpg)
Why are we here today?
![Page 7: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/7.jpg)
Because only 5% of leadsyou and I generate are ready to buy NOW.
![Page 8: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/8.jpg)
We all have challenges
Funnel waste
Changing buyer
behaviour
Our lead gen structure
wasn’t in line with goals
![Page 9: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/9.jpg)
We were wasting leads
![Page 10: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/10.jpg)
Our old funnel (and perhaps yours)
![Page 11: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/11.jpg)
65% of leads went to waste.
![Page 12: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/12.jpg)
The buying cycle changed
![Page 13: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/13.jpg)
“During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.”
Source: Chief Marketer, “Adjusting to the Web-Influenced Buy Cycle,” 22 March 2010
![Page 14: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/14.jpg)
14
+35%increase
Nurturing Improves ROI
Currently using Lead Nurture
79%
107%
Not using Lead Nurture
Average lead generation ROISource: Marketing Sherpa 2011 B2B Marketing Benchmark Survey
![Page 15: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/15.jpg)
Demand Gen structure is Key
![Page 16: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/16.jpg)
Our Sales team were buried in leads.
![Page 17: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/17.jpg)
Marketing’s response wasn’t ideal.
![Page 18: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/18.jpg)
How we began curing ourselves
![Page 19: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/19.jpg)
We aligned Sales/Marketing around one
common goal – revenue.
![Page 20: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/20.jpg)
20
The five important steps…1. Vision & Plan
– Based on the business vision
2. Pipeline– Marry both Sales & Marketing on pipeline
3. Language– Define all key terms used throughout the sales process
4. Process– Develop an SLA between the groups involved
5. KPIs– Devised around a SMART methodology
![Page 21: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/21.jpg)
Defining the vernacular
– What is a lead?– Which is more important, what our
prospects tell us or what they actually do?
– How can we collect data which will be used to assess the “right fit”?
– What behaviour demonstrates the buying stage?
![Page 22: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/22.jpg)
Lead Scoring and Assignment – New Model
AB
C
D
1
1
1
1
22
2
2
33
3
3
44
44
Right Fit
Not a Fit
HeavyInterest
LowInterest
DG Mktg DeadSales
![Page 23: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/23.jpg)
How did that affect the people?
![Page 24: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/24.jpg)
Began routing leads based on scoring
Marketing became lead-traffic-controllers
![Page 25: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/25.jpg)
Changed our demand gen structure
We redrew our demand gen org chart
![Page 26: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/26.jpg)
…and then the process
![Page 27: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/27.jpg)
Service Level Agreements:The Ties that Bind
Demand Gen Team SalesMarketing
Accept
Source
Qualify
Deliver
Target agreementPrograms/tactics
Lead definitionScoringNurture
Disposition rulesVolume rulesNotification
Accept/Reject
TimeframeAccept/reject rules
Notification
Qualify
DeliverDisposition rules
Volume rulesNotification
MQL definitionEngagement rules
DNQ rules
Reject
Disqualify
Accept/Reject
Qualify
Pipeline
Reject
Disqualify
TimeframeAccept/reject rules
Notification
Engagement rulesDNQ rules
DNQ rulesTimeframes
Accept
![Page 28: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/28.jpg)
Introduced nurture programmes
• With goals to:– Improve follow-up with leads– Offload follow-up to not-yet-sales-ready
leads• Freeing up costly resources• Improving lead follow-up times
– Guide leads through a longer buyer cycle and towards an opportunity
![Page 29: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/29.jpg)
How did Silverpop segment?
![Page 30: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/30.jpg)
Introduced nurture programmes
Media NurtureInbound Demand GenEvent Follow-upOpen and Re-EngageSilverpop on SilverpopDead/Lost
![Page 31: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/31.jpg)
Automated Media Nurture• Audience: Top of Funnel Media Ad Responses
• Offer: White-paper downloads driving to online demo
• Team: Marketing
• Process: Set-it-and-forget-it automated program
• Communications: Series of 6 emails, one every month
• Results: Opportunities. Marketing Efficiency improvements
![Page 32: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/32.jpg)
Inbound Demand Gen Nurture• Audience: Top of Funnel Inbound Leads
• Offer: Self-Qualification and Re-connect (personalised)
• Team: Demand Gen
• Process: Contact added after 3 call attempts
• Communications: Series of 6 emails, one every 10 days
• Results: Efficiency savings: 125 hours per Demand Gen Rep per quarter
![Page 33: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/33.jpg)
Event Nurtures• Audience: Top of Funnel: Tradeshow attendees
• Offer: Industry vertical content/tip sheets/case studies
• Team: Marketing
• Process: Visited booth or attended speaking engagement
• Communications: Series of emails, one every 12 working days
• Results: Increased New Sales Opportunities
![Page 34: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/34.jpg)
Open and Re-Engage Nurture• Audience: Mid-Funnel Leads
• Offer: Quirky subject lines, thought leadership
• Team: Marketing
• Process: No interaction for 6 months but still opted-in to newsletter
• Communications: Series of 6 emails, one every 14 days
• Results: 3-5 new sales opportunities generated per week
![Page 35: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/35.jpg)
Silverpop on Silverpop• Audience: Lower Funnel: Prospects with Silverpop
Opportunity
• Offer: Education in the power of marketing automation through real-world experience
• Team: Sales or Demand Gen
• Process: Sales initiated
• Communications: Series of 6 emails, one every 7 days
• Results: Improved Closed Rates/Higher Deal Value
![Page 36: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/36.jpg)
Dead/Lost Nurtures• Audience: Lower Funnel: Lost Sales Opportunities
• Offer: Timely thought leadership and best practices staying top of mind towards competitive
renewal dates• Team: Sales
• Process: Sales initiated
• Communications: Series of 10 emails, one every month
• Results: Increased Sales Efficiency. New Sales Opps.
![Page 37: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/37.jpg)
…but what about the technology?
![Page 38: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/38.jpg)
When should sales pounce?
![Page 39: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/39.jpg)
Sales Visibility (Lead Activity)
![Page 40: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/40.jpg)
40
Tracking ROI• Where should ROI reporting
live?– CRM?– Marketing Automation
platform?
• How can you gather insight into the opportunity lost & won– Track lead sources– Add dead / loss reasons into
the CRM
![Page 41: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/41.jpg)
What tools are needed (bare min)?
CRM System• Database of record• Lead and opportunity
tracking• Pipeline opportunity
reporting• Sales process management
Marketing Automation Platform• Lead management
• Lead Scoring• Lead Routing• Lead Alerts to Sales
• CRM integration for sales-initiated campaigns
• Publishing and outbound marketing• Nurtures and email
marketing• Landing pages for lead
generation• Reporting
• Sales view into marketing activity
• Sales view into lead score, rank and behaviour
![Page 42: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/42.jpg)
The results...
![Page 43: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/43.jpg)
43
Reduced
non-contacted leads
from 65% to < 5%
![Page 44: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/44.jpg)
44
Increased lead conversion rates by
2x in 12-months
![Page 45: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/45.jpg)
45
Increased marketing-generated
revenue by more than 100% in 12-months
![Page 46: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/46.jpg)
46
Marketing generated over
70% of total sales revenue
![Page 47: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/47.jpg)
47
Increased opportunity creation to support
50% increase in sales team size
![Page 48: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/48.jpg)
Closing Remarks
It is likely that less than 5% of the leads you generate are ready to buy. The buying cycle has changed and it has grown even more complex.
Change is the new constant. Marketing are the change agents.
Sales and marketing MUST be aligned to the same numbers; the same vocabulary; and the same units of measurement.
Technology is not the cure-all. You must also have the right structure; the right processes; and the right content.
CRM is the foundation, but you need marketing automation tools to manage the entire lead to opportunity process.
![Page 49: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/49.jpg)
Would your sales team prefer to work smarter,
rather than harder?
![Page 50: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/50.jpg)
Would you like to be responsible for doubling
your marketing-generated revenue?
![Page 51: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/51.jpg)
…then Marketing Automation is for you!
![Page 52: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/52.jpg)
Energy & Utilities
Media Business Services
Financial Services
Travel & Hospitality
HardwareFood & Beverage
Non-Profit
Retail
Entertainment
Software
Education
5,500+ Brands & 20,000+ Marketers Powered by Silverpop
![Page 53: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/53.jpg)
53
What next?
![Page 54: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/54.jpg)
We understand your business challenges
We provide the technology, expertise and support to make you successful
We have a proven track record with companies like yours
![Page 56: People, Process & Platform - Achieving Sales & Marketing alignment](https://reader035.vdocuments.us/reader035/viewer/2022070304/54bf217f4a795971738b459a/html5/thumbnails/56.jpg)
56
www.silverpop.com.au
http://www.silverpop.com/blogs/email-marketing/
Thank you…