b2bmarketingleaders spal final...sales and marketing alignment ... sell side: marketing technology...
TRANSCRIPT
MARKETING TRANSFORMATION
SALES AND MARKETING ALIGNMENT
Alignment vs CollaborationMarketing Transformation
Balancing PrioritiesMeasuring Success
Takeaways
Agenda
collaborationnounthe action of working with someone to produce something.
alignmentnouna state of agreement or cooperation among persons, groups, nations, etc., with a common cause or viewpoint.
Marketing had a great year!
Low High
No of Responses No of Interactions
No of Leads Cost per Lead
Low High
Low High HighCost
LowCost
And Sales?
Competitive Differentiator
Source: SiriusDecisions
Why Do Companies Grow?
Alignment
Competitiveness+
Efficiency
Market Growth
5% - 36%
12% - 34%
48% - 79%
To grow faster than peers requires alignment
Revenue is the best way to measure Sales and Marketing alignmentRevenue growth remains the #1 metric to measure impact of Sales and Marketing alignment
Source: LinkedIn
01
02
Buy Side: Buying Patterns
Sell Side: Marketing Technology
Agility &Innovation
Drivers of Change
Rethinkingthe sales cycle
Contact with vendor
65%Online ResearchSocialDiscussion with peersTeam Influence
Fact or
Myth?
ValueVolume
Marketing Leadership
Brand vs Demand
Source: IPA Databank
Marketing to the ‘Digital Natives’
Your Picture HereAlign with
buyer journey within a
campaign construct Your Picture Here
Increase coverage and
drive down costs
Your Picture HerePersonalize messaging
Be a bad party guest
“Arrive Early Stay Late”
Interaction type preference varies among personas
Credits: SiriusDecisions
ITE
xecu
tive
Buying Phase
Buying Phase
Digital
In Person
Digital
In Person
1
Display / Social
3Customer Reference
2IT
Conference
4
Free Trial / Whitepaper
Inside Sales Call
Analyst Report
6
5 7Executive
Event
1
Display / Social
2
Executive Blog
3Customer Reference
5Executive
Roundtable
7Executive
Event
6Hospitality
4
Infographics / Whitepaper
Non – Linear Buyer Journey
Non – Linear Buyer Journey
B-to-B Buyer Interactions
Source: SiriusDecisions
7
7
Independent
14
8
10
Consensus
18
12
12
Committee
24
Digital
In-Person
One size does not fit all
Source: SiriusDecisions
Identifying Appropriate Demand Creation Approaches
HIGH
HIGHLOW
Volu
me
of D
eals
Revenue per Deal
Self – Service
Sales – Led
• Focused on efficiency and scale for sellers and ease of purchase for buyers
• Demand creation focused on reaching buyers & driving them through the buying process to purchase
• Focused on maximizing value of each inquiry and lead
• Demand creation focused on finding and qualifying leads and handing them off to sales to close
ACQUISITION
ENGAGEMENT
CONVERSION
Top of Funnel
Middle of Funnel
Bottom of Funnel
• Unique visits• Addressable
Audience• Net New Contacts• Inbound enquiries• # of touches• Engagement Score• Lead Score
• Marketing Leads (ML)• ML/SL Conv.• Pipeline $, #
Marketing Effectiveness M
etrics (RO
MI
etc.)
KPIs
Measurement
Successful alignment – keep it simple
Agree on what Success looks like
Design for your unique GTM mix
Align with shared goals/ Get leadership buy-in
Balance Brand and Demand
