Sales and Marketing: Meet the New Power Couple
•
0 j'aime•273 vues
Sara Varni, SVP of Marketing at Salesforce shared best practices for achieving alignment between marketing and sales teams at Norwest's 2015 Demand Generation Summit.
Recommandé
Recommandé
Contenu connexe
Dernier
Dernier (20)
En vedette
En vedette (20)
Sales and Marketing: Meet the New Power Couple
- 1. Sales & Marketing: Meet the New Power Couple Sara Varni SVP, Marketing, Salesforce
- 2. My Personal Journey Boondocks Wall St. Hollywood Silicon Valley
- 3. Since I’ve Been at Salesforce… 2007 2015
- 4. Connect with Your Customers in a Whole New Way SNA Terminal Mainframe LAN / WAN Client Server LAN / WAN Client Server Thousands customer interactions connected thingsBillions Trillions LTE Mobile Cloud Millions
- 5. Buyers Are More Connected to Information Than Ever Before Website Social Media Email References Community
- 6. Buyers Are Now 60% Through Sales Cycle Before They Engage With a Sales Person ABOUT US CONSUMER REVIEWS SOCIAL MEDIA COMMUNITY DISCUSSIONS PRICING PAGE CONTACT SALES GOOGLE SEARCH 60% of the buyer’s journey is complete by the time he or she reaches out to sales. 60% In 2020, this rate of completion is projected to be 85% or higher. 85%
- 7. The Goal of Marketers is to Fuel Sales, But Most Organizations Aren’t Aligned Sources: SiriusDecisions Email References Social Website Community Marketing Sales are unsatisfied with sales and marketing data alignment 63% say sales and marketing operations alignment is poor 58%
- 8. The Impact: Sales is less productive & it’s harder to close deals Sources: Business2 Community, Leap Job, Ovation Sales, Group, Sirius Decisions, TopRankMarketing of buyers want to wait to connect with a company until they’re ready to buy 90% of cold calls result in an appointment with a customer 2% average sales cycle increased 22% due to more people involved in buying process 22% on average, sales people invest 6.25 hours to set one appointment 6.25
- 9. How Can Marketers Guide Sales to Connect With Buyers?
- 10. Bridging the Marketing and Sales Divide Marketing Sales Are you building killer content? Does your website talk to core buyers? Do you have the right tools to bring people back? Are your sales teams enabled on marketing content? Do reps know which leads to focus on? Are reps empowered to run their own campaigns?
- 11. Establish Yourself as the Domain Expert Create brand agnostic, practical content Build a killer library, make things easy to find Focus on quality vs. quantity Optimize for SEO New category? Define it.
- 12. Make Sure Your Website Speaks to Your Core Buyers Define buyer and influencer personas Focus on business value vs. features Make content contextual THIS NOT THIS
- 13. Create the Right Customer Journey Build customer stories, videos and other content to pull prospects through funnel. Leverage email nurture to understand pathing. AWARENESS CONSIDERATION CLOSE
- 14. Enable, Enable, Enable Train sales on every piece of content. Create talk tracks to make the conversation consultative. Lost time = lost pipeline
- 15. Empower Reps with Tools to Drive Their Own Business Lead scoring to prioritize activity Templates to add a personal touch Self-directed campaigns to tailor content to sales reps needs
- 16. Create the Virtuous Circle, Not the Vicious Cycle Better Leads Higher Rep Productivity More Closed Deals More Customer References More Awareness 42% Increase in Sales Revenue
- 18. Pick One Metric Your Entire Team Tracks Daily
- 20. Look for Inspiration All Around You
- 22. Give Your CEO a Megaphone
- 23. Always Be Looking for Your Replacement
- 24. Outsource to the Pros
- 25. Thank you