In this session you'll get best practices in aligning Sales and Marketing teams to drive down costs and increase revenue through a holistic view of your customer’s journey - from demand generation to the final sale and beyond!
Key takeaways:
Increase pipeline through tighter sales and marketing alignment
Execute a winning content marketing strategy
Convert more leads through stronger lead management process
1. Marketing and Sales Aligned with a
Common Goal
Josh Linard, Vice President of Sales
Mediacurrent
@jlinard
Lynne Zaledonis, Sr Director – Sales Cloud, Product Marketing
Salesforce
@lzaledonis
4. Before Sales and Marketing Alignment: Fragmented Process
Marketing and Sales with separate goals
Pipeline generation = $0
Lead generation from ad campaigns poor
Lacked a lead management process
Long sales cycle but no nurture campaign
“Old
Way”
:
Separate
goals
5. How Well Aligned are your Sales and Marketing teams?
Fragmented? Aligned?
6. Solution: New Lead Processes for Sales and Marketing
Process and Technology Solutions to Align
14. Mediacurrent’s Voice: “Thought Leadership”
Supported “Do Drupal right” statement
Warmed leads for Sales
Established credibility for the Sales
team
Website
Accessibility
5-‐Part
Blog
Series
15. Step 2: Develop Buyer Personas
Regular meetings between Sales and
Marketing to discuss common customer
needs
Shared data on buyers
Developed more targeted content
16. Step 3: Marketing Automation
Example :
Posted Blog: Why Drupal is right for Higher Education
Wrote eBook: Preparing for a Website Redesign
Conducted Video/Webinar: Website Accessibility Standards
Drip
Marke7ng
Campaign
with
Pardot
17. Step 3: Marketing Automation
Sales and Marketing SLA: “Sales contacts leads with 24 hours”
Lead
Scoring
0
50
100
Transfer to SalesCloud
Nuture
19. The Results: Marketing Team
53% Increase in Organic Search
129% Increase in Conversion Rate
40% Increase in Email subscribers
20. The Results: Sales Team
23% Increase in Inbound Leads
Healthy Pipeline (M’s per-quarter)
55% Increase in closed sales
opportunities
21. Alignment: What it Meant for the Company
Sales and Marketing Both Tasked with Revenue Responsibility
Sales and Marketing Measured on Same Metrics
Increased Employee Engagement Across the Organization