Dgr lls16 everstring-final_deck

#LLS16
Al and Peggy Bundy Syndrome:
How to Combat Sales and Marketing
Misalignment to Maximize Conversions
SPONSORED BY:

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Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Everstring: @everstring
Leticia Rodriguez: @everstring
Matt Amundson: @mattya56

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From TOFU to MOFU to BOFU to Close
www3.demandgenreport.com/lls16

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About Demand Gen Report
• Tracking strategies and solutions in lead
generation and marketing technology
since 2007
• Daily news and analysis, special reports,
original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

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Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Matt Amundson
Director of Sales
Development
Everstring
@mattya56
Leticia Rodriguez
Marketing Programs
Manager
Everstring
@everstring

©2015 EverString :: CONFIDENTIAL & PROPRIETARY
Why Are We Here?
 How to spot the symptoms of
misalignment
 Tactics for aligning priorities around the
right target audience
 How to structure the team for top-of-the-
funnel success
 Increasing efficiencies of sales and
marketing by putting time and money
toward the most likely to convert prospects
7

How to Spot the Symptoms of Misalignment
#1 He said, she said
 Sales: marketing gives us bad leads
 Marketing: sales never follows up on
what we give them
#2 Lack of trust
 Sales: marketing doesn’t know what
they’re doing
 Marketing: sales is selling something
we don’t market, they don’t listen to
the message
8

#3 Metrics don’t add up
 What are the actual numbers?
 Misaligned expectation points
 Sales and marketing report on different
numbers
 Is your SDR team in the right spot? Find
what works for you
 Not sharing numbers
9

10
#4 THE BIG ONE

11

12
Why does this happen?
 Everything – anecdotal, lack of
trust, bad metrics
 Bad leads
 Poor sales follow up
 Bad messaging
 Bad reporting on both sides
 Misaligned expectations
 Ego
 Compensation differences

Tactics for Aligning Priorities
Breaking the silo with questions
 Why are we doing this?
 What are our goals?
 Did we achieve it?
 What did we miss?
 How do we improve?
13

Align through communication
 Have regularly scheduled meetings
 “We”, “Our”, “Team”
 Before, during and after
 OVERCOMMUNICATE!
 Create a highly visible dashboard
in SFDC
14

Team Goals, Team Rewards
 From revenue goals, to attendees at a
lunch and learn, every program needs
goals
 Make goals as visible as possible
 Everyone deserves a role
 Everyone succeeds when the goal is
met
 Reward the ENTIRE team for a job
well done
15

Team Structure for Top of Funnel Success
16

 Include sales in brainstorms and
planning meetings
 Campaign kick off meetings
17

Self-service Tools
 Uberflip
 Access to content in self-service
fashion
 Customize with the account
name
 Can use for marketing and sales
outreach
 Include a group of relevant
assets
18

Self-service Tools
 Marketing Calendar
 Publish to sales teams
 Update in real time
 Quarterly plans
 High level overview establishes
trust
 “Here are our goals and here is
how we’re going to achieve
them”
19

20

Marketing Responsibilities
 Our organizational alignment
mirrors their organizational
alignment
 Allows for a better allotment of
time and resources
 Someone dedicated will better
understand the specific sales
group and their needs
21

Sales Responsibilities
 Trust the marketer, trust the
message
 Communicate with marketing
– let us know if what you’re
hearing is different than what
we’re putting out there
 Drive your own enablement
22

Total addressable markets vs
companies that are a good fit
 Recognize the difference
 Differentiate the good from the bad
23

Traditional methods of lead scoring are flawed and lead to
inefficiencies
 Too much time marketing & prospecting to good titles at bad
companies
 By rolling out account scoring, marketing and sales can quickly align on
target accounts
24

Traditional Lead Scoring – Good leads, bad
companies
25

Predictive Marketing Allows You to be a Data-
Driven Revenue Team
Chances are you’re already using data to make most of your decisions
 Your Sales Team uses data from CRM to build process and make
decisions
 Your Marketing Team uses data from Marketing Automation systems to
make marketing decisions
 But each team operates in their individual systems and silos
 The data captured here is also REACTIVE
26

Predictive Marketing Allows You to be a Data-
Driven Revenue Team
Predictive Marketing allows both teams to utilize the same data
to make PROACTIVE decisions
 Machine learning and data science take the guesswork and emotion
out of prioritization
 The data is delivered both in MA and CRM
 Sales and Marketing are aligned around the same data
27

EverString Enables Efficiency in SFDC and MA
28

Increasing Efficiencies
#1 Prioritization
 Use predictive scoring
 Constant feedback loop between sales and marketing
#2 Data-driven spending
 Identify the right accounts to market and prospect to
 Spend more on high fit accounts
29

#3 Systems that promote teamwork
 Data disseminated into both sales and
marketing systems
 Engagio, Uberflip, EverString
30

#4 Reporting
 Not just activity but WHERE activity
took place
 Engagement with target accounts
31

Bonus: Maintaining Alignment
32

Bonus: Maintaining Alignment
 Regular meetings and communication
 Stop the ego
 Speak the same language
 Invest in what works, cancel what
doesn’t
 Cross functional offsites
33

 #PredictiveMarketing allows sales and marketing
teams to utilize the same data to make proactive
decisions #SalesAndMarketingAlignment
 Cut what isn’t working. Your priority is the
business & if it doesn’t help the business it has to
go #SalesAndMarketingAlignment
 Break the silos! Ask questions, collaborate, and
align through constant communication
#SalesAndMarketingAlignment
34
Tweetable Takeaways

Q&A
35

#LLS16
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Matt Amundson
Director of Sales
Development
Everstring
@mattya56
Leticia Rodriguez
Marketing Programs
Manager
Everstring
@everstring

#LLS16
Thank You For Attending
Register for more sessions now thru July 27th!
Please Join Our Next Session Tomorrow at 12PM ET / 9AM PT
www3.demandgenreport.com/lls16

Dgr lls16 everstring-final_deck

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