#smarketing? - aligning sales and marketing
TRANSCRIPT
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#Smarketing?
Aligning sales and marketing
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ALIGNMENT
1. HANDOVER POINTS – From lead to customer
2. CONTENT – For the entire buyer’s journey
3. ANALYTICS – The causes of conversion
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Definitions
Lead: “A company or person that might be interested in your products and services”
Marketing Qualified Lead (MQL): “A lead judged more likely to become a customer compared to other leads, often based on lead intelligence”
Sales Qualified Lead (SQL): “The decision from sales, after a series of interactions, that an opportunity with a $ value and a time frame exists”
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Effective handovers?
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How do we define MQL?
How should sales follow
up?
We don’t have an
SQL process...
What about handing back to
marketing?
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ACTION POINTS
Start today
1. Define: what constitutes an MQL for your organization?
2. Define: what constitutes an SQL for your organization?
3. Decide: when can sales hand back a lead to marketing?
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Automate
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CONTENT
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CONTENT AND CONTEXT
Early Funnel – Creating interestShort videos; E-books; White papers; Blog posts and Articles, Awards
Mid Funnel – DifferentiationPresentations (Prezi, Slide Share); Value propositions; Unique Selling Points; Product and Service offerings
Late Funnel – ConfirmationReferences; RoI Calculations; Proposal templates; Price lists etc
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ACTION POINTS
Start today
1. Ask: Sales to document the content they need for their milestones in the sales process
2. Prioritize: Rank in order of importance
3. Produce: the collateral on the list
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Ponder time
1. Are you targeting the right customers?
2. Are you staying away from bad fits?
3. Do you have the data to do this?
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Makes sense?
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ACTION POINTS - RECAP
• Define: What constitutes an MQL and SQL?• Decide: When can sales hand back leads
to marketing?• Implement: A process for continuous
handovers between sales and marketing• Ask: Sales to document the content they
need for the milestones in your sales process
• Conduct: A win/loss analysis. Align sales and marketing around corrective actions
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Fredrik JonssonChief Content Officer
twitter@fredrikmembrain
websitewww.membrain.com
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