email & mobile theatre; sales and marketing... bffs?
TRANSCRIPT
SALES AND MARKETING...
BFFs?
March 13, 2012
Alexandre Papillaud
EMEA Marketing Operations Manager
Contact
2
https://discover.secureforms.mcafee.com
@apapillaud
Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
• Wrap Up
Lead Scoring
Lead Nurturing
Sales Enablement
McAfee is THE AV Company…
4
…but not only
5
ATM POINT-OF-SALE NETWORK/TELECOMOBILE
MANUFACTURING MEDICAL DEVICE PRINTER USB
Market Competition
Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
• Wrap Up
Lead Scoring
Lead Nurturing
Sales Enablement
Sales and Marketing Alignment
8
• B2B Buying process has changed…
• B2B Marketing Role has changed…
• System Alignment
Sales Cycle Length Competition Risk Comparison
Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
• Wrap Up
Lead Scoring
Lead Nurturing
Sales Enablement
Lead Scoring - Objectives
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• Agreed definition with Sales
• Agreed definition with Marketing peers
• Improve quality
Lead Scoring – PreRequirements
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• Identify your Buyer Persona
• Define your reward thresholds
Lead Scoring - Implementation
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• Measure Profile Fit (A to D)
– Standardized JobRole
– Company Size
– Customer
– …
• Measure Engagement (1 to 4)
– Clicks & Downloads
– Event Attend
– 3rd Party Values
– …
Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
• Wrap Up
Lead Scoring
Lead Nurturing
Sales Enablement
Lead Nurturing
14
Image Crédit: BlueBird
Lead Nurturing - Objectives
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• Keep contact with a prospect or a customer doesn’t
matter where they are in the sales cycle
• Benchmark your campaigns and assets
• Identify a clear area of interest
• Give as much as possible to Sales
Lead Nurturing - PreRequirements
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• Assets Housekeeping
• Assets Ranking
• Message broadcasted
Lead Nurturing - Implementation
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1. Setup your emails
2. Write your decision tree
3. Monitor
Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
• Wrap Up
Lead Scoring
Lead Nurturing
Sales Enablement
Sales Enablement
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Involve them into discussion
(e.g Lead Scoring)
Give them the tools
Prospect Profiler Eloqua Engage
Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to alignement
• Wrap Up
Lead Scoring
Lead Nurturing
Sales Enablement
Conclusion
21
