Optimizing Marketing & Sales Alignment with Marketo Sales Insight
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Are you looking for some key tips for optimizing marketing and sales alignment in your organization? Check out this presentation to discover the benefits you can reap from improving alignment. You'll also get best practices for kick-starting the process, including: - How to use marketing automation to create alignment across your business - How Marketo Sales Insight can be used to improve alignment across teams - How you can put ideas into practice now to align team resources and roles
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Optimizing Marketing & Sales Alignment with Marketo Sales Insight
- 1. Optimizing Sales and Marketing Alignment Charm Bianchini, Sr. Director Marketing David Wondolowski, Enterprise Account Executive Marketo
- 2. • Sales and marketing alignment • Tips to get started • Marketo Sales Insight Agenda
- 3. The Importance of Alignment • Large opportunity for improving business performance • United sales and marketing teams can: • Dramatically improve marketing ROI • Sales productivity • Top-line growth 67% better at closing deals 108% less friction Generate 209% more from marketing Alignment can help:
- 4. Tip 1: Implement a Revenue Cycle
- 5. Tip 2: Agree on Definitions
- 6. Tip 3: Service Level Agreements Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
- 7. Tip 4: Joint Training and Processes
- 8. Tip 5: Utilize Marketing Automation - Marketing
- 9. Tip 6: Utilize Marketing Automation – Sales
- 10. Marketo Sales Insight • Sales intelligence dashboard • Powerful sales tool that lives natively within the CRM (Salesforce.com and Microsoft Dynamics) • Prioritize and interact with your hottest prospects • Understand buying signs • Close business faster
- 11. Turn Sales Insight into Action • Focus on and follow your hottest prospects with Best Bets and My Watch List • View Stars and Flames that identify quality and urgency • Track people and companies coming to your website by viewing Web Activity • Gauge interest by following prospect behavior with Interesting Moments • Interact with individuals or lists by sending trackable emails directly from you • Get instant updates wherever you are with Lead Feed
- 13. Thank you!
Notes de l'éditeur
- It is clear that sales and marketing teams have different goals and sometimes very unclear expectations about one another. That’s why we are having this webinar today to discuss how to improve alignment and outline how Marketo has broken down the barriers to align Sales and Marketing. I am going to talk about the importance of alignment, some tips to do this and then turn it over to David Wondolowski from the ENT sales group to demonstrate how he uses Marketo Sales Insight to manage his pipeline.
- Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance today. When marketing and sales teams unite around a single revenue cycle, they dramatically improve marketing ROI, sales productivity, and, most importantly, top-line growth. The data on the right is from a research survey that Marketo conducted with MathMarketing. We surveyed 500 businesses and asked them to share insights into their Sales and Marketing alignment efforts, how the approaches were implemented, and the improvements they saw as a result. The key take away from the research was that alignment really matters and you will get much better results if your teams are in synch. In the study, they found that alignment techniques deliver: A 67% higher probability that ‘Marketing-generated leads’ will close 108% better ‘lead acceptance’ 209% stronger contribution to revenue from marketing-generated leads as a result. I am sure this isn’t a surprise for most but the but the big question is how you do it. In the next few slides I will present some tips that we do at Marketo to improve alignment.
- The first tip is to replace the sales funnel with a revenue cycle. One way to build trust between Marketing and Sales is to make them accountable for the same goal – revenue. We did this at Marketo and now both teams work closely together. Marketing is delivering quality leads, and Sales is following up on the leads. This process works because we both are goaled on meeting monthly revenue goals.
- Another tip is to get Agreement on definitions for what metrics matter and what key stakeholders need to see. It is important to have a clear definition for a lead, MQL, SQL, and opp – and I even recommend putting SLAs or service level agreements in place for time.
- Tip 3 is service level agreements. At Marketo we have these in place and it is automated. We have worked with sales and agreed upon lead follow up timelines. So when marketing generates a qualified lead, if after the first day it hasn’t been touched, sales gets a friendly reminder. And you can see from this slide the reminders get less friendly and even go to executives if nothing is being done. Because of this SLA in place, there are very few leads that aren’t followed up within a 3-day period.
- Tip #4: Is all about a shared process and joint training for marketing and sales. At many companies, there are formal processes and trainings for marketing to follow --- and for sales – but in many cases, the process is not a joint one. That is like playing a soccer game, splitting the team and giving them different playbooks.
- Tip #5: marketing automation So there are many things I can say about marketing automation but one of the most important is that marketing has the ability to provide higher quality, sales-ready leads when leveraging marketing automation. This is great because it really creates a win – win situation for marketers (they can clearly illustrate their impact on pipeline) and sales can get to the best leads in LESS time- and most importantly not miss opportunities. This screenshot is the UI that marketers use.
- Tip #5: is marketing automation for sales Here is a screenshot of Sales Insight – the Marketo tool that reps use. At Marketo, we bring in a lot of leads. Once we have a lead, we need to get it to the sales team in a way that is easily digestible. It essentially provides the sales reps with a prioritized list of leads and shows them their best bets on top.
- What is Sales Insight? Sales intelligence dashboard Powerful sales tool called that lives natively within the CRM (Salesforce and Microsoft Dynamics) Prioritize and interact with your hottest prospects Close business faster Understand buying signs
- Here are some of the benefits and what David will be demonstrating in a minute.