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Sales and Marketing Alignment
The document discusses how to better align sales and marketing teams to improve revenue growth. It recommends improving communication between the teams, establishing clear terminology and metrics, setting service level agreements around lead generation and follow up, measuring progress daily, growing the top of the funnel through content marketing, and closing the marketing-sales loop with joint reporting and analysis. When sales and marketing are aligned, organizations see 32% annual revenue growth on average compared to a 7% decline for less aligned companies.
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Sales and Marketing Alignment
- 1. HOW TO BR IDGE THE GA P The SALES and MARKETING C O N F L I C T
- 2. HELLO! My Name isEnoch I am the CEO of The SMarketers 12 Years of Sales and Marketing Experience Currently helping companies solve sales and marketing challenges and align teams. Our Website Is Currently Under Development HYDERABADI
- 3. Highly aligned organizationsachieved an average of 32% annual revenue growth - while less well-aligned companies reported an average 7% decline in revenue. - Aberdeen ” “
- 4. OVERHEARD IN SALES •All the leads suck • We don’t get enough leads • None of the leads close • Marketing is a waste of money
- 5. OVERHEARD IN MARKETING •Sales don’t follow up on Leads • Sales don’t tell us about their challenges • Sales are way overpaid • Sales takes all the credit but none of the blame
- 6. COMPANIES RELY ON •Inside Sales = Lead Generation • Marketing = Lead Generation • Sales = Closures
- 7. THE COMBINATIONS • InsideSales + Sales • Inside Sales + Marketing + Sales • Marketing + Sales
- 8. THE CHALLENGE • InsideSales + Sales ✓Inside Sales + Marketing + Sales ✓Marketing + Sales
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- 10. SALES AND MARKETINGALIGNMENT • Improve Communication • Filter and score leads • Grow top of the funnel • Nurture premature leads • Put an SLA in place • Constantly Analyse
- 11. Sales + Marketing= SMarketing THE ALIGNMENT
- 12. Aligned organizations achievedan average of 32% annual revenue growth while less aligned companies reported an average 7% decline in revenue – Forrester Research B2B organizations with tightly aligned sales and marketing operations achieved 24% faster growth and 27% faster profit growth over a three year period – Sirius Decisions ” “ ” “
- 13. SALES AND MARKETINGALIGNMENT STATS
- 14. SMARKETING COMMUNICATION • Meetand Discuss Frequently • Ensure sales and marketing discuss challenges • Sit close to each other • Discuss at multiple levels, not VP to VP • Agree on terminology • Use data to communicate
- 15. USAGE OF TERMINOLOGY •What is a lead? • What is a sales qualified lead? • What is an opportunity?
- 16. EXAMPLE TERMINOLOGY • ASales Qualified Lead • Accurate contact information • Demonstrated interest in our company • Over $50m in revenue • Company based in North America
- 17. PROVIDE MORE LEADINFORMATION • Give sales a more complete picture • Show the activity on each lead • Customize follow-up activity
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- 19. SET AN SLAIN PLACE • Agree on Terminology and Metrics • Sales Goals (Revenue) and Marketing Goals (MQLs) • Report to each other
- 20. MARKETING SLA’S • Howmany leads does a sales person need to achieve quota? • How many leads does a sales rep need to keep him 100% occupied?
- 21. SALES SLA’S • Howmany call/email attempts should sales make for every lead of a certain quality to not waste leads? • With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
- 22. EXAMPLE SLA’S • Marketingwill deliver 100 sales qualified leads per sales rep per month. • Sales will make 1 follow-up attempt in 24 hours, with 5 attempts in 14 days.
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- 25. WHAT ARE YOURLEAD GOALS • Lead becomes opportunity? • Lead closes? • Lead becomes happy customer? • Lead becomes high value customer?
- 26. GROW YOUR TOPOF THE FUNNEL
- 27. MORE LEADS FIXESEVERY THING • If you can grade and filter leads, getting more leads is always better. • More leads to sales for more volume or • Tighten filters to improve quality
- 28. GROWING 20% ISACTUALLY SHRINKING • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
- 29. GROWING 20% ISACTUALLY SHRINKING • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
- 30. GROWING 20% ISACTUALLY SHRINKING • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
- 31. INCREASE INBOUND MARKETING GETFOUND CONVERT Search Engines Blogs Social Media
- 32. WHAT TO PUBLISH •Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
- 33. BLOGGING ATTRACTS MOREVISITORS
- 34. REDUCED COST PERLEAD
- 35. SEGMENT YOUR LEADS •Send more personalized messages and offers to different groups • Use each segment appropriately • What is your goal for each segment of your list?
- 36. LEAD NURTURING GOALS •You have the contact info, goal is to move toward a sale • Educate – build trust • Close – move closer to a sale
- 37. TRADITIONAL MARKETING • Problems: •Duplicate leads • Limited lead information • No feedback from sales MARKETING SALES
- 38. TRADITIONAL MARKETING • Problems: •Duplicate leads • Limited lead information • No feedback from sales MARKETING SALES
- 39. CLOSING THE LOOP •Contact info & status updates • Closed loop data to analyze MARKETING SALES • Remove duplicate leads • Import to CRM • Lead intelligence
- 40. CLOSED LOOP • ImproveMarketing • Increase lead quality • Learn which marketing programs are working and which aren’t • Increase marketing ROI • Improve Sales • Help sales prioritize leads • Help sales make warmer calls • Increase sales close rate • Increase sales ROI
- 41. CLOSED LOOP MEASUREMENT •Track leads all the way through sales • Tie website visitors to closed deals • Tie closed deals to lead sources or campaigns
- 42. MEASURE YOUR LEADFUNNEL
- 43. ANALYSE EACH CHANNEL 20152015 2015 2015
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