crm & marketing automation | sales & marketing alignment
TRANSCRIPT
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Utilizing Content in
Sales & Marketing Alignment
@Richard_Y - #TechMap
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Talking of Content
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Content in Social
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Where Content Works Best
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Where Content Works Best
Qvidian says that the most used content is:
Proposals
Presentations
RFPs
65% of Content is never used
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So What?
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Talking of Sales & Marketing Alignment
• According to a 2010 report by
Aberdeen Research, companies
that are best-in-class at aligning
Marketing and Sales experienced
an average of 20% growth in
annual revenue.
• According to MathMarketing, alignment
between Marketing and Sales can help your
company become 67% better at closing deals,
and generate 209% more revenue from
Marketing.
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THE AVERAGE TENURE OF A:
– CMO/Marketing Director: 45 Months
– VP Sales/Sales Director: 18 Months
THE AVERAGE SALARY OF A:
– Marketing Director:
• £71,270 / $154,910 Year
– Sales Director:
• £68,515 / $148,200 Year
• £30,051 Commission
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Marketing Persona
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Marketing Persona
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Marketing Persona
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Sales Persona
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Sales Persona
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Sales Persona
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Sales Persona
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“What we have here is a failure to communicate”
MARKETING LEAD
– Web lead, trade show lead, or inbound
lead. Someone that marketing has
“captured”.
MARKETING QUALIFIED LEAD
– You believe this lead is worth passing to
Sales. You have done some basic
qualification to see that there is interest.
Are You Speaking My Language?
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“What we have here is a failure to communicate”
SALES QUALIFIED LEAD
– Sales have engaged and found that they
do need your products/services i.e. they
have a problem you can resolve.
SALES OPPORTUNITY
– They have an active project and you’re
helping them with it. It’s going on your
forecast.
Are You Speaking My Language?
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Let’s Talk Pipeline
• Website visits
• Visits that convert into Leads
• Leads that convert into MQL
• MQL that convert into SQL
• SQL that convert into Closed deals
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Let’s Talk Pipeline
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Lets Talk Pipeline
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Buyers Cycle
Marketing Support
Sales Cycle
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Customers Matter
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Marketing Automation meets CRM
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Top Tips for Sales & Marketing Alignment
• Agree a common language
• Agree measurement (KPI)
• Build a Buyer Persona – and the Buyers Journey.
• Ensure you support the buyer journey together.
• When deals fall out of the sales process –
recycle them.
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Recommended Reading
• 5 Reasons why CRM fail
http://bit.ly/1iiTtye and how to solve them
• MathMarketing on Sales & Marketing
http://bit.ly/1F9C2Kj
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Thank you for listening