3 powerful marketing and sales alignment strategies for successful business outcomes

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3 Powerful Marketing and Sales Alignment Strategies

For driving successful business outcomesJanuary 13, 2017Heidi BullockGVP, Global MarketingMarketo

@HeidiBullock, #MKTGNation

Hi Everyone and thank you for joining us today for this exciting inside sales event!

My name is Heidi Bullock and I am the GVP of Marketing here at Marketo and today I will be going through a few tips you can leverage to make your business more effective specifically in terms of driving revenue.


This webinar is being recorded! Slides and recording will be sent to you after the webinar concludesHave a question? Use the chat box, and Ill do my best to get to your questions at the end of the webinarPosting to social? Use our hashtag - #mktgnationPlease stick around for a brief survey after the webinarHousekeeping

@HeidiBullock, #MKTGNation

And with that lets get going!



ChallengesKey ConsiderationsTechnologyPeople

ChallengesKey considerationsExamples mapped to business stages


You have a job to do but its getting harder

@HeidiBullock, #MKTGNation

You have a job to do but its harder - WHY4

1. Need more qualified leads in the right accounts!

I am so many qualified leads I could just retire right now!

@HeidiBullock, #MKTGNation

Challenge #1: It seems like you always need more qualified leads and of course pipeline! You need to drive more revenue and close deals faster! In general it may feel like more is being added to your plate.


2. Need to do more with less

We still have to build 10 more marketing programs and dont have Kates backfill

@HeidiBullock, #MKTGNation

Challenge #2: With the added demands, you or your team may feel like you have more programs to build out including webinars, emails, landing pages, etc.

If you are trying to scale up your marketing efforts, this can take you --- or your team ----some time to get done and it can be very overwhelming.6

3. Marketing and Sales need alignmentbut

We dont always see things the same way

@HeidiBullock, #MKTGNation

Challenge #3: You may have some disconnect with sales around what a lead is and when they are qualified.

How can you ensure your marketing and sales teams are on the same page? This is even more important if you are doing account based marketing.

How do you handle getting the best leads to sales at the right time?

-- and lastly.7

4. ROI on your initiatives

@HeidiBullock, #MKTGNation

Challenge #4: To ensure you get the budget you need to hit your goals and protect what you have - how do you prove and demonstrate the value of your marketing programs and show overall marketing ROI?

You want to be able to answer the following questions?

What is your top performing channel?What is your top performing program?What would you do with more budget?What program would you cut?



@HeidiBullock, #MKTGNation


Dont worry everyone

@HeidiBullock, #MKTGNation

Dont worry! Weve got this!10

Section 1 Key Considerations


#1: Define your Revenue Model with Stages and SLAs

@HeidiBullock, #MKTGNation

It is critical to clearly define your shared revenue model. A good model will have:

Agreed upon definitions and stagesClear service level agreements slas ex: a BDR or SDR has 8 business hours to follow up on an Act NowIncentives

If you use Marketo you can build this out 12

#2: Work back from your objective dont start with tacticsThe Central Region needs to close $2.4M this quarter how will we get there? Need a total of 9 opps.ProgramStageGoalEst % closeAnalyst Field LunchMid3 opps1 oppDigital Transformation Webinar for ExecsMid2 opps 1 oppLeadership ForumMid4 opps2 oppC-level dinner Late6 opps 2 oppExec meeting with dmLate5 opps3 oppTotal209 opps

@HeidiBullock, #MKTGNation

Dont start with tactics. 13

Broad-Reach Marketing

Account Based Marketing

#3: Map the Right Strategy to the Desired Outcome

@HeidiBullock, #MKTGNation

Who are you selling to? What makes sense?

To illustrate the point further. Lets compare ABM to traditional B2B marketing.

Traditional B2B marketing is often done in a broad reaching way which you see depicted visually on the left side here. Most marketers try to get their word out.as far and wide as possible. by leveraging a bunch of different marketing channels: from their website, to email to paid ads, earned media and on and on.

And they try to put out as much content as possible across these channels: eBooks, whitepapers, videos, case studies, bylined articles and so on. That broad reaching approach describes most of the modern B2B marketing we see today.

The hope for these marketers is that by casting a very wide net, as far and as wide as possible, and by putting out as much content as possible out the world, that it will act as a big huge marketing magnet and draw in a huge number of leads into your funnel. And of course, the more leads you have at the top of the funnel, the more wins youll generate at the bottom of the funnel. Its all about going after a large swath of your buying market with a loud voice, and maximizing the volume of leads that go through the funnel.

On the other hand, ABM is in many ways the opposite. Its about getting all your resources - your program dollars AND your people (including your sales and marketing teams) - working together in a coordinated way to go after very specific accounts. Its not about amplifying your voice across a wide swath of the market. Its about taking a very direct approach to engage very specific target accounts. 14

#4: Measure at Different Time PointsExample: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAsEarlyMidLate

@HeidiBullock, #MKTGNation

Measure at different time points. 15

#5: Be Thoughtful about your Technology

@HeidiBullock, #MKTGNation

Afrankenstack, a set of individual siloed tools an organization tries to make work together, is what you should try to avoid. A well constructed marketing stack has a CRM as the central hub its where data is maintained and leveraged. Large enterprise organizations haveecosystems that are made up of more than just one platform. There may be a need for a CMS, CRM, and ecommerce platform just to name a few.What could be the norm in marketing technology now could change in the future. Depending on the organization type the needs change some B2Cs need more robust ecommerce platforms while others dont. The best way toavoid a frankenstack is to have a complete view of what your organization needs and wants to accomplish with the use of technology without this an organization can mistakenly pick up one-off tools for specific tasks. Also, when both sales and marketing are aligned it decreases the chances of mistakenly purchasing tools that everyone doesnt agree work best.


#6: Have a Few Key Metrics and Iterate to Improve Results


@HeidiBullock, #MKTGNation

focus on decisions that improve marketing.

A key part of your planning process is to identify up-front what decisions you need to make to drive company profits, and then build your measurements to capture the right information.

This means you should measure things not just because they are measurable but rather because they will guide you towards the decisions you need to make to improve company profitability.

Like the dashboard in your car, three to five metrics are all you really want. Think about the contrast with a dashboard in a 747 airplane --- there are so many measurements its hard to quickly ascertain the most important ones.


#7: There is no I in Team

I missed my number dude. I dont care if you generated 2000 MQLs.

@HeidiBullock, #MKTGNation


Section 2 Technology - Where Marketing Automation Can Help


You need to hit your business goals (pipeline, revenue, retention, cross-sell, up-sell)Marketing and Sales HAVE to be on the same pageYou need to know what is working or notRegardless of Your Approach

@HeidiBullock, #MKTGNation



Drive more inbound website traffic

Convert web visitors to leadsRight message Right person Right time

Accelerate the sales cycleIncrease quality leads to sales

Win more deals

@HeidiBullock, #MKTGNation

With that as context, for todays presentation, I am going to highlight where marketing automation can help you at different points in the marketing and sales funnel and how we can address some of those challenges in a more streamlined and effective way.

Marketing automation can help you attract new prospects, engage them in a relevant manner until they are ready to buy - via channels like e-mail, social, mobile and web.

For this presentation, lets think about the funnel in 3 distinct areas:

Attract:Drive more inbound traffic (SEO, Ad Bridge)Convert web visitors to leads (RTP)

Engage:Right message, right person, right time (Segmentation, Dynamic Content, CEE)Accelerate the sales cycle (Scoring, Triggers)

Close:Increase quality leads to sales (Alerts, MSI)Win more deals (Interesting Moments)

And lastly with marketing automation you have the ability to measure and reiterated across each of these stages





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