marketing and sales aligned with a common goal
TRANSCRIPT
Marketing and Sales Aligned with a Common Goal
Josh Linard, Vice President of Sales Mediacurrent @jlinard Lynne Zaledonis, Sr Director – Sales Cloud, Product Marketing Salesforce @lzaledonis
Mediacurrent: Market Leader in Drupal (WCMS)
50% Growth year-over-year 2014 Salesforce SMB Award Winner
Before Sales and Marketing Alignment: Fragmented Process
Marketing and Sales with separate goals
Pipeline generation = $0
Lead generation from ad campaigns poor
Lacked a lead management process
Long sales cycle but no nurture campaign
“Old Way” : Separate goals
Mediacurrent’s Alignment Approach: Content Marketing
Led by Marketing Championed by Sales Shared by all
Mediacurrent’s Voice: “Thought Leadership”
Supported “Do Drupal right” statement Warmed leads for Sales Established credibility for the Sales team
Website Accessibility 5-‐Part Blog Series
Step 2: Develop Buyer Personas
Regular meetings between Sales and Marketing to discuss common customer needs Shared data on buyers Developed more targeted content
Step 3: Marketing Automation
Example : Posted Blog: Why Drupal is right for Higher Education
Wrote eBook: Preparing for a Website Redesign
Conducted Video/Webinar: Website Accessibility Standards
Drip Marke7ng Campaign with Pardot
Step 3: Marketing Automation
Sales and Marketing SLA: “Sales contacts leads with 24 hours”
Lead Scoring
0 50 100
Transfer to SalesCloud
Nuture
Content Marketing Strategy
Step 1
Find Your Voice
Step 2
Develop Buyer Personas
Step 3
Marketing Automation
The Results: Marketing Team
53% Increase in Organic Search 129% Increase in Conversion Rate 40% Increase in Email subscribers
The Results: Sales Team
23% Increase in Inbound Leads Healthy Pipeline (M’s per-quarter) 55% Increase in closed sales opportunities
Alignment: What it Meant for the Company
Sales and Marketing Both Tasked with Revenue Responsibility
Sales and Marketing Measured on Same Metrics
Increased Employee Engagement Across the Organization
Sales and Marketing Alignment: Results
50% Growth Year-over-Year
$3M Quarterly Pipeline
Increased Demand
Increased Sales
Additional Resources: First eBook for Marketing Automation and
Drupal
Featured in Marketing Automation for Dummies