1.
#123webinar
Tuesday, July 28th 1PM ET/10AM PT
Bridging the Gap
6 Steps to Seamless Sales & Marketing Alignment

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#123webinar
We drive sales qualified leads.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO Content
Creation
Website
Design

3.
#123webinar
1 Can’t We All Just Get Along?
Understanding the Rift Between Sales & Marketing
2 6 Steps to Seamless Alignment
Team Up to Drive More Sales-Qualified Leads
3 Live Q&A
Have Questions? Ask Away!
On the Agenda

4.
#123webinar
/ Can’t We All Just Get Along?
Source: Hubspot
According to a Corporate Executive Board study, 87% of the terms
Sales and Marketing leaders use to describe each other are negative.

5.
#123webinar
/ Can’t We All Just Get Along?
“Sales reps ignore 50%
of marketing leads.”
- Reachforce
“Only 30% of CMOs have a
clear process or program
to make marketing and
sales alignment a
priority.” -CMO Council

6.
#123webinar
/ Can’t We All Just Get Along?
“B2B companies’ inability to
align sales and marketing
teams around the right
processes and technologies
has cost them upwards of
10% or more of
revenue per year.”
-IDC

7.
#123webinar
/ Can’t We All Just Get Along?
/ Can’t We All Just Get Along?
When unlikely friends get along everyone wins. Companies with aligned
Sales and Marketing generate 208% more revenue from marketing.
Source: MarketingProfs

8.
#123webinar
1 Can’t We All Just Get Along?
Understanding the Rift Between Sales & Marketing
2 6 Steps to Seamless Alignment
Team Up to Drive More Sales-Qualified Leads
3 Live Q&A
Have Questions? Ask Away!
On the Agenda

9.
#123webinar
/ 6 Steps to Seamless Alignment
1 Make sure marketing can measure ROI.
Lead volume is up by 50%
and cost per lead is down
25%!
I’m totally
getting a raise
this quarter.
Here’s the scenario. Marketing is overwhelmed with data and
KPIs.

10.
#123webinar
Sure, those marketing
metrics are nice, but can
you tie it to revenue?
Lead volume is good but
what about quality?
Joe from Sales says we
need more tradeshow
leads.
/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Then the CEO enters the picture.
1

11.
#123webinar
/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
B2B marketers still name “proving ROI” as their #1 digital
marketing challenge.
Source: Webmarketing123, 2015 State of Digital Marketing
1

12.
#123webinar
/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Where does it all breakdown? Data silos are often the culprit.
SEO data is in
Google Analytics
Social data is over
here in Hootsuite.
Email performance is
over here in Marketo
Ad data is over here
in Marin.
CRM
Out of the box, Sales
will most likely see
each lead attributed
to “Web”.
1

13.
#123webinar
/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Here’s where cross-channel attribution comes in.
Let’s say Suzie
searches for
“marketing
automation
software”.
Google serves an organic
listing for your site linking
to your latest eBook.
Suzie clicks on the link,
but then decides to go to
lunch.
While she’s at lunch, browsing
the NY Times on her phone, she
sees a display ad for your eBook.
Suzie clicks on the ad and
downloads the eBook.
Sales gives Suzie a call a few
hours later, and sets up a demo
appointment.
A month later Suzie buys
your software!
1

14.
#123webinar
/ 6 Steps to Seamless Alignment
Make sure marketing can measure ROI.
Close the loop directly within your CRM so it’s visible to Sales.
Opportunity
Name
Revenue
Commitment
First Touch
$100,000 Source: Organic Search
Landing Page: /webinar
San Francisco Startup – SEO
Opportunity
Last Touch
Source: Event - Tradeshow
Landing Page: N/A
Suzie’s Software- Demand
Gen Opportunity
$75,000 Source: Organic Search
Landing Page: /new-eBook
Source: Paid Search
Landing Page: /new-eBook
Now you can truly
optimize for ROI.
Plus, you can tell Joe from
Sales his tradeshow leads
actually came from digital.
1

15.
#123webinar
/ 6 Steps to Seamless Alignment
Calculate the funnel to define common goals
Sales always has a quota. Marketing should have a lead quota, too.
2
If you have this data, you
can calculate the number
of leads you need at
each stage of the funnel
to hit your revenue goal.
% converted to sales
opportunities
% convert to proposals
% converted to closed-
won deals.
Average closed
deal size.
# of Marketing
Qualified Leads
% converted to Sales
Qualified Leads

16.
#123webinar
/ 6 Steps to Seamless Alignment
Calculate the funnel to define common goals
Sales always has a quota. Marketing should have a lead quota, too.
2
% converted to sales
opportunities
% convert to proposals
% converted to closed-
won deals.
Average closed
deal size.
# of Marketing
Qualified Leads
% converted to Sales
Qualified Leads
Incentivize Marketing &
Sales to work together.

17.
#123webinar
/ 6 Steps to Seamless Alignment
Build a clear lead hand-off process.
Define the difference between MQLs and SQLs.
3
Efficiency is key. 61% of B2B marketers send all leads directly to Sales,
however, only 27% of those leads will be qualified.
-MarketingProfs

18.
#123webinar
/ 6 Steps to Seamless Alignment
Build a clear lead hand-off process.
Build a nurture track for leads that aren’t ready to buy, yet.
3
Email
Social
SEO
SEM
Evaluation
Purchase
BU acquires Marketing
Qualified Lead via email.
BU determines lead as Sales
Qualified.
BU qualifies the lead for
direct follow up or forwards
to field sales.
Field sales calls directly or
sends the lead to
distributor.
Kick back to nurture
if not ready for
Sales.

19.
#123webinar
/ 6 Steps to Seamless Alignment
Create an SLA and report on it.
Define a Service Level Agreement between Marketing & Sales.
This holds both sides accountable for concrete, numerical goals.
4

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#123webinar
/ 6 Steps to Seamless Alignment
Create an SLA and report on it.
Marketing should report on leads acquired over time.
4
Source: Hubspot

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#123webinar
/ 6 Steps to Seamless Alignment
Create an SLA and report on it.
Sales should report on both follow-up speed and depth of
follow-up (# of attempts to contact).
4
Source: Hubspot
Sales Follow-Up Speed

22.
#123webinar
/ 6 Steps to Seamless Alignment
Build an effective feedback loop.
Sales needs to be able to speak to the latest Marketing
collateral.
5

23.
#123webinar
/ 6 Steps to Seamless Alignment
Build an effective feedback loop.
Marketing needs to adjust campaigns quickly to facilitate
methods that bring in the most sales-qualified leads.
5
Opportunity
Name
Revenue
Commitment
First Touch
$100,000 Source: Organic Search
Landing Page: /webinar
San Francisco Startup – SEO
Opportunity
Last Touch
Source: Event - Tradeshow
Landing Page: N/A
Suzie’s Software- Demand
Gen Opportunity
$75,000 Source: Organic Search
Landing Page: /new-eBook
Source: Paid Search
Landing Page: /new-eBook
Again, attribution is key!

24.
#123webinar
/ 6 Steps to Seamless Alignment
Invest in top-notch marketing technology.
Make sure your marketing automation platform integrates seamlessly
with your CRM, otherwise you could be in for quite a headache.
6

25.
#123webinar
1 Can’t We All Just Get Along?
Understanding the Rift Between Sales & Marketing
2 6 Steps to Seamless Alignment
Team Up to Drive More Sales-Qualified Leads
3 Live Q&A
Have Questions? Ask Away!
On the Agenda

26.
#123webinar
e: results@webmarketing123.com t: 800. 619. 1570
Let’s
Talk!
Sign up for a free digital marketing assessment.
Gain valuable insights on how to:
 Drive more sales-qualified leads from digital.
 Measure revenue opportunity from search
 Identify actionable steps to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!

27.
#123webinar
QUESTIONS? ASK AWAY!