The Art of the Hand-Off, featured Phone Works founder Anneke Seley and Act-On Software CMO Atri Chatterjee as presenters. This webinar focused on the handoff of leads between marketing and sales, using a simple formula: “Strategy + Process + People + Technology = Increased revenue results and decreased cost.”

1. The Art of the Hand-Off

3. Today’s Presenters
Anneke Seley Atri Chatterjee
Founder, Phone Works CMO, Act-On Software
Coauthor, Sales 2.0

5. “….organizations that have tightly
integrated marketing and sales around the
shared task of demand creation close
between two and seven times the number of
deals of those that do not.”
Sirius Decisions

6. Marketing/Sales Alignment
Strategy Process People Technology
Alignment & Measurable Open Enabling tools
Resource Predictable Team-oriented,
Allocation Customer-centric Relationship-
focused
Increased Revenue Results / Decreased Cost

7. Best-Performing Companies’
Sales & Marketing Practices
Common goals/compensation
Significant marketing investment
Work together to engage/nurture prospects
Personalized, relevant messages by buyer type
Lead nurturing (automated & flexible)
Metrics and process-driven, ROI tracked
Dedicated functional groups through customer acquisition cycle
Measure marketing’s impact on revenue

8. Best-Performing Companies Sales and Marketing
Agree On:
Investment per Rep & Budget Allocation
Consistent Messaging
Target prospect & “Qualified Lead” definition
Lead Scoring
Roles and Responsibilities
Lead response time, data captured (“SLA”)
When Marketing hands-off to Sales
When Sales hands-back to Marketing
Using social media to go where customers are

9. Phone Works Marketing/Sales 2.0 Framework
Engage/Nurture: Marketing
Educate/Qualify: Sales Development
Sell New: Sales
Manage Adoption: Customer Success
Sell Renewal/Add-on: Sales

10. POLL – Do you have….
1. Clear roles for marketing & sales
2. Sales Dev Inside sales team for lead qualification
3. Consistent messaging from Marketing to Sales
4. Clear processes for lead follow-up and handoff
5. Feedback on leads from sales to marketing
6. Tracking & reporting of key sales & marketing data
7. Regular review of the scoring/rating criteria

11. In Action: Act-On

12. Act-On Situational Analysis
• Small company
• Fastest growing marketing automation
company
• Efficiency and speed are core company
competitive advantages
• Budget follows growth

13. Parameters for Success
Strategy Process People Technology
Alignment & Measurable Open Enabling tools
Resource Predictable Team-oriented,
Allocation Customer-centric Relationship-
focused
Increased Revenue Results / Decreased Cost

14. Company Strategy
• Focused on providing
integrated marketing
solution that fits into
existing environments
• Target market: midmarket
and departmental use in
enterprise
• Product design
emphasizes user
experience, speed of
deployment and flexibility

15. Sales and Marketing Strategy
• Alignment
• Efficient cost of
sales
• Increased
leverage

16. Process
• Need for a process with agreed
upon definitions
• Minimum friction between transition
points
• Flexibility for modification
• Easily transferrable

17. Process: The Funnel
Word of
mouth
• Top of funnel:
Marketing
Marketing
• Middle of funnel:
SDR qualification
Raw leads
SDR
• Bottom of funnel: Qualified leads
Sales team
Sales
prospects Sales

18. People
• Hiring
– Proven track record
– Intelligence and ambition
– Cultural fit
– Compensation
• Consistent training
– Playbook
– Messaging templates
• Continuous development
– Best practice sharing
– Frequent and clear communication
– Career path

19. Technology
• Single database of record =
CRM
• Marketing automation
integrates with key
technologies needed for sales
and marketing (webinars,
external data sources,
analytics, social media)
• Emphasis on using our own
technology to understand
customer experience

20. Next Steps

21. Getting Started
1. Draft a strategy
2. Start the dialogue within your organization
3. Start small – don’t get overwhelmed
4. Measure and refine

22. Need Help?
Reality Check
Reality Review
Sign up for a demo
www.actonsoftware.com

23. Contact Us
Anneke Seley Atri Chatterjee
aseley@phoneworks.com CMO, Act-On Software
Twitter: @annekeseley atri@actonsoftware.com
#sales20
Blog: sales20book.com
LinkedIn: annekeseley
(510) 749 9073