See this presentation from Marketo's Heidi Bullock, VP Demand Generation, and Mike Mansour, Senior Manager, Sales Development, on how to establish and improve sales and marketing alignment.

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Making the Marketing and Sales
High Five a Reality: A Marketo
Use Case
Heidi Bullock, VP Demand Generation and Mike
Mansour, Senior Manager, Sales Development
Marketo

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Topics
1.4 Tips
2.Revenue Cycle
3.SDR Methodology

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4 Tips

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Tip #1: Agree on Definitions
Need help? Check out: http://www.marketo.com/ebooks/how-to-define-a-lead/

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Example
Scans?
Attended a demo?
Demo + Demographics

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Tip #2: Training the Team as a Whole

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Tip #3: Shared Process +Joint Planning

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Tip #4: Marketing Automation

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Stars and Flames show priority
Full list of Interesting Moments

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No Lead Left Behind: Service Level Agreements
Day 0
Notification
Day 1
If untouched, reminder
Day 2
If untouched, reminder cc boss
Day 3
If untouched, alert executives
Day 7
If stale, reminder
Day 8
If stale, reminder cc boss
Day 9
If stale, alert executives

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Revenue Cycle

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Name
Awareness
Friend
Engaged
Target
TOFU
MOFU
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
BOFU

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Exposed to us via content, brand, or word of mouth

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Feels a relationship and trust with us

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Names are just names

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Meaningful interaction with us

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Nurture until ready for next step
Qualified potential customer

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Marketing qualified lead (score > 100) – Sales Development Rep (SDR) reach-out

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Qualified as sales-ready by Sales Development Rep (SDR)

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Name
Awareness
Friend
Engaged
Target
Opportunity
Customer
Lead
Sales Lead
Nurturing Database
Accepted and actively worked by sales: marketing quota attainment

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SDR Methodology

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•Process
•Commitment
•Focus

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•SDR revenue
•Hiring
•Leadership

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BANT

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