1.
Aligning
Marketing
Operations &
Technology
with SalesZak Pines
VP, Marketing
Luque Wang
Sr. Manager, Marketing
Operations

2.
Challenges of Sales & Marketing Ops
Luque Wang & Zak Pines
Difficult to aggregate data
Marketing metrics
from many sources
Not connected to
sales outcomes
No real time visibility
No predictive abilities

3.
Sales & Marketing Misalignment
Luque Wang & Zak Pines
Sales Marketing
source: http://www.heinzmarketing.com/wp-
content/uploads/2016/09/misalignment-of-the-rails.jpg

4.
Align Systems to Fuel Sales & Marketing
Luque Wang & Zak Pines

5.
Objectives
Luque Wang & Zak Pines
▪ Improve lead gen & management
▪ Provide actionable insights to sales &
marketing
▪ Improve marketing operational efficiency
▪ Reduce human error from manual work
▪ Setup measurable metrics
▪ Enable SMarketing integration

6.
7 Steps to Address This
Luque Wang & Zak Pines
1. Audit systems & identify operational challenges
2. Understand the data flow & its limitations
3. Re-map business processes, including hidden processes!
4. Develop the desired new data flow
5. Reduce system redundancies
6. Implement changes
7. Enable integrated reporting and analytics

7.
Integrated SMarketing Operations
Luque Wang & Zak Pines
Create opportunities
from SQCs
Nurture contact into MQC {
Main Goals
Identify & Qualify SQCs
from MQCs {
Individual Contacts
Marketing Qualified Contacts
(MQCs)
Sales Qualified Contacts
(SQCs)
Pipeline
Opportunities
Closed
Deals
Target
Amount
{
{Close Deals
}
}
Marketing
Sales
SMarketing works best with a closed-loop funnel reporting by tracking the success with particular prospects
from the marketing stage through sales efforts.
•Integrated business
goals & approaches
Common terminologies
& KPIs
Measurable targets
Mutual accountability

8.
Operationalize SMarketing
Luque Wang & Zak Pines
▪ Capture contacts
▪ Segment contacts
▪ Nurture & Score contacts
▪ Re-segment contacts
▪ Identify Marketing Qualified
Contacts (MQCs)
▪ Calls / emails / voice messages
▪ Qualify / Disqualify contacts
▪ Schedule meetings
▪ Collect additional insights
▪ Build & nurture Relationship
▪ Identify Sales Qualified Contacts
(SQCs)
▪ SQCs are assigned to each sales
▪ Sales follow up each SQC
▪ Create potentials
▪ Close deals
Marketing – Air Cover Inside Sales – PersonalTouch Sales – Pipeline Growth

9.
Everything is Connected to Everything Else
Luque Wang & Zak Pines
Tracking, Analyzing & Reporting Sync with SalesMarketing Activities
SEO
Online Ads
Events
Social
Media
Emails
Blogs
Videos
Gated
contents
Forms
Landing
pages Web analysis
Campaign analysis
Tracking
Reporting
System Update (HubSpot & CRM)
Campaign and Strategy Update
Inside Sales
Operations
Build contact profile
Segment contact List
Direct Sales
Operations

10.
Aligned Tech Stacks to Drive SMarketing
Luque Wang & Zak Pines
Capture Data Aggregate Data Report Data
Marketing Data

11.
Data Mapping across Systems
Luque Wang & Zak Pines
Marketing Hub SMarketing Integration Platform Sales Hub
Company Company Account
Contact Contact Lead/Contact
Deal Opportunity Potential
Engagement Activity Task
Owner Owner User

12.
Best Practices
▪ Use CRM system as home for business performance reports
▪ Make marketing automation system be responsible for aggregating marketing data from various sources
and feeding consistent data into CRM
▪ Use Marketing automation system as a day-to-day marketing optimization tool
▪ Leverage sales & marketing middleware keeps data in sync and aligned => and remember data needs to
sync in multiple directions
▪ Be diligent around processes to ensure a de-duplicated, aligned data set for sales & marketing
Luque Wang & Zak Pines

13.
MarTech Terms Infographic
Luque Wang & Zak Pines
• Unique Terminology of SaaS Systems
• “Lead” or “Person” or “Prospect” or “Contact”?
• “Opportunity” or “Deal” or “Potential”?
Check It Out:
• www.BedrockData.com/Blog
• Pinned Tweet @BedrockData

14.
Thank You!
Zak Pines
@MoneyballMktr
zak@BedrockData.com
www.MoneyballMarketer.com
Luque Wang
linkedin.com/in/luquew
luque.wang@GE.com