Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation

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This is the presentation from Baxter Denney's presentation on Sales & Marketing Alignment at the Altamont Group's December 2011 "Total Customer Management" conference in San Francisco.

Business Technologie

Sales and Marketing
Alignment
T. Baxter Denney
Manager, Database Marketing

©2011 Citrix Online, LLC
All rights reserved.

Marketing & Sales
140%

130%

120%

110%
Leads
100% Bookings
90%

80%

70%
Q1 Q2 Q3 Q4

©2011 Citrix Online, LLC
All rights reserved.

100,000 Inquiries
Marketing
60,000
Qualified
Leads (MQL)
30,000 Sales
Accepted
Leads (SAL)

5,000 Sales
Qualified Leads
(SQL)

2,000 Closed
Won

©2011 Citrix Online, LLC
All rights reserved.

100
90
80
70
60
50 Good Guys
40 Bad Guys
30
20
10
0
Inquiries MQL SAL SQL $

©2011 Citrix Online, LLC
All rights reserved.

Marketing & Sales

Bookings
140%

130%

120%

110%

100%

90%

80%

70%
Q1 Q2 Q3 Q4

©2011 Citrix Online, LLC
All rights reserved.

Sales & Marketing Alignment Projects
Marketing Qualified Lead Criteria – Database
Marketing

Sales Enablement Tools – Sales Operations

Revise Lead Forms – Web Development

Sales Survey – Customer Insights

Data Append – Sales Operations / CRM

Enhanced Reporting – Marketing Operations

Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation

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Baxter Denney - Altamont Group Sales and Marketing Alignment Presentation

1. Sales and Marketing Alignment T. Baxter Denney Manager, Database Marketing

13. Sales & Marketing Alignment Projects Marketing Qualified Lead Criteria – Database Marketing Sales Enablement Tools – Sales Operations Revise Lead Forms – Web Development Sales Survey – Customer Insights Data Append – Sales Operations / CRM Enhanced Reporting – Marketing Operations

Notes de l'éditeur

HBR has an article titled “ending the war between sales & marketing” where they defined 4 stages: undefined, defined, aligned, and integrated.We felt we were in the “defined” bucket: we have rules for preventing disputes, share common language for leads, etc, and use meetings to clarify mutual expectationsTo get to “aligned” HBR suggests establishing regular meetings, define who should be consulted on which decisions, and create oppty’s for sales and marketing to collaborateThe major friction usually is economic, but can be cultural. Ours was the former, as you can tell from this slide.