bridging the gap between marketing and sales, as presented by evan whitenight at the 2010 marketo...
TRANSCRIPT
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Bridging the Gap Between Marketing and Sales
Evan Whitenight, Vice President of Marketing, ReachForce
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Two Important Pieces to the Revenue Puzzle
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Why is Marketing and Sales Alignment Important
On average: 30% of sales reps turn over each year It takes approximately 7 months to ramp a new rep 40% of sales reps fail to hit quota 65% of reps daily time is not spent selling 90% of marketing deliverables are not used by sales Reps spend approximately 30 hours per month searching
and creating their own selling materials
Source: The New Rules of Sales Enablement, Jeff Ernst
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Why is Marketing and Sales Alignment Important
When you close the gap and create greater alignment between sales and marketing: The business grows 5.4% faster than non-aligned
organizations Reps close 38% more deals that non-aligned
organizations Reps lose 36% less deals to the competition and the
organization as a whole is better at keeping customers and diminishing customer churn
Source: MathMarketing Alignment Benchmark Study
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So How Do You Create GreaterAlignment?
Empower your sales team to market with you!
There’s no better way to create alignment and camaraderie then to give sales a voice in
the marketing efforts
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Going to Market Together – The Tools of the Trade
CRMMarketing Automation
Clean and Targeted Data
Integrating CRM and Marketing Automation
Sales Insight
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ReachForce – provides clean and targeted contact data The correct and clean targeted contact will always increase response
rates from marketing activities allowing sales ready leads to bubble up faster. Sales will no longer be calling into junk, creates trust and belief in the marketing teams ability to get the pump primed.
Salesforce.com – provides a platform for reps to track activity, contacts and pipeline from inception to close
Marketo – provides a platform for marketers to create the all important lead nurture and demand generation campaigns Integration into Salesforce.com through Marketo Sales Insight allows
reps to see in real time their territories reacting to marketing activities. Sales Insight also allows reps to control and market to their territories from their perspective, user controlled.
Going to Market Together – The Tools of the Trade
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Step 1 – Help Sales Best Prioritize Their Time
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Step 1 – Help Sales Best Prioritize Their Time
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Give Sales the Power to See What You See
Drilling into Kathryn Earl as a Lead, lets sales see that what actions she took to elevate herself to a sales ready lead. Sales can even see the exact emails that Kathryn read with one click of the mouse so that they can have a more intelligent follow up conversation.
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Give Sales the Power to See What You See
Drilling into Kathryn Earl as a Lead from Salesforce.com or Outlook, lets sales see that what actions she took to elevate herself to a sales ready lead. Sales can even see the exact emails that Kathryn read with one click of the mouse so that they can have a more intelligent follow up conversation.
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Step 2 – Allow Sales To Track and Market to Their Top Prospects
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Step 2 – Allow Sales To Track and Market to Their Top ProspectsDrilling into Michael Matook as a watched Lead, lets sales see again what actions he took to elevate himself to a sales ready lead. Sales can then add Michael to a specific campaign that they would like him focused on or send him a specific templated email created by marketing to help move him along through the pipeline.
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Step 3 – Help Sales Become a Prospecting Machine
According to a recent Marketing Sherpa Report, over 90% of people that hit your website never identify themselves. Using the Anonymous Web Activity Report in Sales Insight along with ReachForce Smart Contacts, the sales team can make smarter use of their time and prospect into the organizations that are actively researching them
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Con
tact
Dat
abas
e So
urce
s Contact D
atabase Sources
Director of Marketing
Pat Kelly
T (248) 628.5555F (248) 628-5000Email: [email protected]
Director of Marketing
Redwood Software
Address???????
T ???????????Email?????????
Step 3 – Help Sales Become a Prospecting Machine
Redwood Software
Database R
econciliation
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Summary
Sales wants to succeed and are driven to succeedGive them the tools they need to succeedProvide them with clean data to accelerate and optimize their actionsProvide them with a platform to feel empowered and enabled to discover, track and market to their prospects on their terms
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Questions?
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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Thank You!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential