#smarketing? - aligning sales and marketing
TRANSCRIPT
#Smarketing?
Aligning sales and marketing
ALIGNMENT
1. HANDOVER POINTS – From lead to customer
2. CONTENT – For the entire buyer’s journey
3. ANALYTICS – The causes of conversion
Definitions
Lead: “A company or person that might be interested in your products and services”
Marketing Qualified Lead (MQL): “A lead judged more likely to become a customer compared to other leads, often based on lead intelligence”
Sales Qualified Lead (SQL): “The decision from sales, after a series of interactions, that an opportunity with a $ value and a time frame exists”
Effective handovers?
How do we define MQL?
How should sales follow
up?
We don’t have an
SQL process...
What about handing back to
marketing?
ACTION POINTS
Start today
1. Define: what constitutes an MQL for your organization?
2. Define: what constitutes an SQL for your organization?
3. Decide: when can sales hand back a lead to marketing?
Automate
CONTENT
CONTENT AND CONTEXT
Early Funnel – Creating interestShort videos; E-books; White papers; Blog posts and Articles, Awards
Mid Funnel – DifferentiationPresentations (Prezi, Slide Share); Value propositions; Unique Selling Points; Product and Service offerings
Late Funnel – ConfirmationReferences; RoI Calculations; Proposal templates; Price lists etc
ACTION POINTS
Start today
1. Ask: Sales to document the content they need for their milestones in the sales process
2. Prioritize: Rank in order of importance
3. Produce: the collateral on the list
Ponder time
1. Are you targeting the right customers?
2. Are you staying away from bad fits?
3. Do you have the data to do this?
Makes sense?
ACTION POINTS - RECAP
• Define: What constitutes an MQL and SQL?• Decide: When can sales hand back leads
to marketing?• Implement: A process for continuous
handovers between sales and marketing• Ask: Sales to document the content they
need for the milestones in your sales process
• Conduct: A win/loss analysis. Align sales and marketing around corrective actions
Fredrik JonssonChief Content Officer
twitter@fredrikmembrain
websitewww.membrain.com
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