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SUPERCHARGESALES & MARKETING

ALIGNMENT

AT EVENTS

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Meet your hosts!

Pia Heilmann

Director of

Sales

Jenna Keegan

Director of Demand

Generation

Why is marketing & sales alignment crucial at events?

Events are the most successful way to reach C-Suite decision-makers

– Chief Nation

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Companies with marketing & sales

alignment are 67% better at

closing deals and extract 208%

more value from marketing.

– Marketo

US Marketers spent over $100B

on events in 2015—the highest

spend category in marketing

– Demand Metric

DURING

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SO…HOW DO WE

WORK TOGETHER?

BEFORE

AFTER

Planning your event strategy? Involve sales early & often!

• We decide which cities and markets to go to together

• Show data to backup your choices

• Deciding on accounts for account-based marketing? Don’t forget geography!

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BEFORE the event

Our motto?

It’s marketing’s job to provide the room, it’s sales’ job to fill it!

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BEFORE the event

Marketing:

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BEFORE the event

• Plan experiences and content that prospects will want

• Provide a list of target attendees

• Air cover invitations: email, social, ads

• Create invitation templates for sales

• Keep sales up to date on registrations

Sales:

• Identify prospects at all stages that would benefit from face time

• Send personal invites & reminders where relationships exist

• Set clear (and attainable!) goals

• Strategize about customers, other prospects, or internal team members that it may help to connect prospects withCreate a Slack

channel for your

event!

Keeping your Sales Team Accountable• Set attainable goals

• Communicate expectations and set engagement goals

• Think of it as discovery-calls:opportunities::registrations:attendees

• Get buy-in with contests! • Metrics to measure on: registrations, attendance, engagement at events, etc.

• Strategize, strategize, strategize.• What is holding a prospect back from progressing?

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BEFORE the event

Now that you’ve driven registrations together, how do you maximize the face-to-face time?

Engagement Mapping!

BEFORE the event

Pre-event Engagement Mapping• Meet with sales, marketing and any other internal attendees

• Assign engagement owners to registrants

Need to get sales excited about engagement mapping?

Share the Revenue Potential (the opportunity value of all event registrants)!

BEFORE the event

DURING the event

• Focus on accounts with greatest potential impact

• Avoid congregating with your team

• Discuss bump and exit strategies

• Keep the sales team accountable for engagement & note taking

• Fast data turnaround into CRM and marketing automation

• Conversation notes into CRM

• Create an event SLA so there are clear and consistent expectations around follow-up from marketing and sales

AFTER the event

AFTER the event

Revenue Potential

Influenced OpportunitiesSourced Opportunities

Revenue In The Room

ROI

What do we measure?

AFTER the event

Takeaways

• Plan your events WITH sales, not FOR sales

• Clearly communicate goals and expectations

• Use engagement mapping to optimize face-to-face time

• Incentivize on-site team to record conversation notes

• Create SLA for timely and relevant follow-up

• Measure everything! Great results drive alignment!

Questions?

Pia Heilmann

Director of Sales

@pia_elisabeth

Jenna Keegan

Director of Demand

Generation

@jennakeegs