Closing the Sales to Marketing Gap
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This document discusses strategies for increasing alignment between sales and marketing teams. It begins by describing how the teams often operate independently and even competitively instead of collaboratively. It then provides six strategies to improve alignment: 1) Align goals by using a single funnel metric, 2) Establish weekly meetings to share metrics and leads, 3) Map content creation to stages in the sales cycle, 4) Collaborate on ideal customer profiles for better lead grading, 5) Integrate marketing automation with the CRM to empower sales, and 6) Attend sales trainings and meetings to understand their perspective. The document argues that marketing automation can help connect systems and implement these strategies to drive more revenue through better alignment.
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Closing the Sales to Marketing Gap
- 2. Closing the Sales and Marketing Gap Collaboration Drives Success
- 3. Introductions Derek Grant @DerekGrant Director of Sales, Pardot Casey Cheshire @CaseyChesh Chief Awesome Officer, Cheshire Impact
- 4. Why does it feel like this…
- 5. … instead of this?
- 6. Agenda • Instructions • Agenda • Misalignment Stories • The Six • Conclusion • Q&A
- 7. Does this sound familiar?
- 8. A Cold War
- 9. Marketing automation provides a jumpstart to alignment by connecting your sales and marketing systems.
- 10. 6 Strategies to Increase Sales and Marketing Alignment Using Automation
- 12. We’re all in this together • Marketing enables Sales • Sales secures marketing spend Stop Competing & Align Goals
- 13. On Funnels & Pipes Split Pipelines • Marketing goals are driven by volume • Sales goals are driven by revenue The Handoff • Marketing sends “qualified leads” to the beginning of sales process Dualism is difficult • High lead volume isn’t inherently a “good thing” Marke@ng Inquiry Lead Sales Qualified Opps Won 1,000 850 40 5 1
- 14. Where The Model Breaks Down Marketing • Generate lots of leads • Send most to sales • Limited qualification • Geography • Title / Department • Revenue Marke@ng Inquiry Lead 1,000 850
- 15. Where The Model Breaks Down Sales • High volume of names = #FAIL • Cycles spent “looking for a needle in haystack” • Sales focuses on “low hanging fruit” • Neglect longer term prospects • Low conversion rates on marketing-sourced leads Sales Qualified Opps Won 850 40 5 1
- 16. Use a Single Funnel • Create a Single view • Unified “scorecard” • Waterfall model • Easy measurement • Alignment with the ultimate goal – driving revenue for our company Prospect MQL SAL SQL Opps Won
- 18. Make Sure Sales Knows About the Awesomeness
- 19. Marketing, Meet Sales Sales Likes • Long walks on the beach • Qualified Leads • Pina Coladas • Campaigns that move people through the buying cycle What they can share: • Prospect pain points • Friction points in the sale • Competitive intel
- 20. Establish a Weekly Cadence • Review Metrics • Number of assigned leads • Number committed to pipeline • Disqualified • Number and reason • Strong channels for closed/won opportunities • Where are the best leads coming from? • How do we get more?
- 21. Broker Peace With Agreements Specify how quickly sales should connect with a lead • First contact wins 78% of the time • Easier to connect quickly
- 23. Content is More Than Conversion Bait What’s my purpose in life?
- 24. Map Content To The Sales Cycle Top of Funnel – Lead Generation • White Papers • Data Sheets • Webinars / Recorded Webinars Middle of Funnel – Building Credibility • Case Studies • Content (Blog posts, infographics, etc.) Bottom of Funnel – Removing Risk or ROI focused • Success Stories / Testimonial Videos • Executive Value Guide • ROI Calculator
- 25. Map Content To The Sales Cycle
- 27. Ask Sales about their ideal prospect, they talk to them all day!
- 28. Grading: Consult & Update • Competitive advantage • Assists Sales in Optimizing time • Sales: “My ideal prospect is:” • Role • Industry • Geography • Revenue • Other?
- 30. Don’t Hoard, Empower • Integrate with CRM • Display Prospect Activity • Enable Sales Selected Lists (& Drips)
- 32. Wiretap Your Sales Team Priceless communication: • First MQL Contact • Demos & Questions • Final Calls Getting the inside scoop: • Go through new sales training • Read the Sales Playbook • Attend sales meetings
- 34. Final Thoughts on The Seven Tips 1. (Re)align Goals – Create a single funnel 2. Start Talking – Hold a weekly touchbase 3. Create Content that Moves – Map content to stages 4. Collaborate on Grading – Confirm ideal prospect 5. Don’t Hoard, Empower – Enable CRM Lists 6. Wiretap – Sit in on sales calls
- 35. Questions?
- 36. Thank You!