1.
The Power of Sales-Marketing Alignment to Enable
Sales & Improve Business Performance

2.
Welcome/Agenda
How to empower your sales team to meet customer needs.
How to overcome the common challenges to successful
alignment, including examples from DocuSign.
How to use technology to improve time-management, boost
performance and increase lead conversion.

3.
Speakers
Meagen Eisenberg
VP of Demand Generation, DocuSign
Robert J. Moreau
CEO, Zyphias Group
Moderator: Chanin Ballance
CEO, MobilePaks

4.
How to empower your sales team to
meet customer needs.

5.
Why is Sales-Marketing Alignment important?
“Companies that are best-in-class at aligning Marketing and
Sales experienced an average of 20% growth in annual revenue,
compared to a 4% decline in “laggard” organizations.”
– Aberdeen Research

6.
Understand Your Customers Journey
To understand the customers journey and map it you must
understand the sub-conscious and emotional aspects of that journey.

7.
The customer buying process is the foundation of
your customer journey map.
1. It’s an evolution in how an organization thinks about customer
engagement
2. A customer journey is customer/buyer-centric
• Customers interactions cut across multiple touch points
• Different customers take different journeys
3. It includes emotions and sub-conscious actions as well as
explicit and implicit activities

8.
70% of the Buying Process is done
Prior to engaging sales

9.
How do I identify a customer’s journey?
1. Perform qualitative and
quantitative research
2. Map/Document the customer
buying process
3. Identify KEY customer
interactions & pain points

10.
How do I identify a customer’s journey?
4. Develop Personas –
Start with a Few
5. Track Content Consumption
6. Create Customer/Buyer
Journey Maps

11.
How does it enable sales?
1. Shortens sales cycle by enabling marketing to better
document each of their roles in the journey
2. Gives them better tools to address objections and
alleviate “going dark” times in the sales cycle
3. They gain better clarity into the implicit and explicit as
well as the emotional traits of their customers and
prospects
4. Improves the content marketing & creates – more
valuable buyer-centric content

12.
How to overcome the common
challenges to successful alignment.
Lessons learned from DocuSign

13.
About DocuSign
Leader in Users
Vision
Empower organizations to
“keep business digital.”
Leader Among Analysts
Leader in Market Share
#1
#1
#1
eSignature
Wave
eSignature
Takes Off
eSignature
Solutions

14.
67% Buyers Journey is Online
58% Leads are Web-Based
52% Lost Sales Due to Failure of Sales Enablement
=
Sales & Marketing Alignment is Business Critical

15.
Three Basic Steps at DocuSign to Align
1. Build together
2. Transparency in results
3. Constant communication

16.
Build Together

17.
Transparency in Results
•Real-time dashboards
•ROI on marketing spend

18.
Constant Communication
Partner with sales in a habitual way
•Be creative
•Run a pilot with a select group
•After pilot, roll out to larger team at SKO
•Ensure sales team understands value proposition
•Executive support
•Training, training, training
•Weekly feedback loop
•On-boarding is key

19.
Results
•Incredible insights and efficiencies gained
•Increased lead conversion
•Predictable revenue
•Sales and marketing partnership

20.
How to use technology to:
•Improve time-management
•Boost performance
•Increase lead conversion

21.
Marketing Technology

22.
CRM

23.
Business Intelligence

24.
Sale effectiveness tools
Mobilepaks: On-demand sales support, content
management and tracking; present & share features
Other sales tools
• Proposal and
RFP automation
• Contract and
order entry
• Prospect
intelligence
• Presentation

25.
Summary/Q&A
• What we covered today
• Questions from our audience?

26.
Thank you for attending.
A copy of the presentation will be sent out shortly.
Join us for our next webinar:
• 10/24 Sales training doesn't have to suck. Make it relevant
and engaging
• 11/6 Sales Enablement – Evolving from random acts to a
holistic system
For more information, contact us at
info@mobilepaks.com