Aligning Sales & Marketing to Increase Revenue

#AOWEB

Today’s Presenters

Chris HardemanSenior Director, Sales

@cchardeman

Janelle JohnsonManager, Marketing

Operations@janelle_johnson

Utilizing sales and marketing metrics

Sales Measurements

Revenue / quota attainment

Forecast accuracy

New opportunities added

Online demos

Selling time

Time spent prospecting

Number of calls

Marketing Measurements

Individual Campaigns• Email Open/Click Rates• Form Views vs Submissions• Campaign ROI• Website visitors• Activity by Day of Week

Overall Marketing Goals• Leads created in a quarter• Leads to opportunities• Pipeline progression of leads• Cost per lead by tactic• Leads needed to hit revenue goal

Identify sales-qualified leads

Impact of Scoring

#AOWEB

Prioritizing hot leads improves close rates and ensures timely response to ready buyers

Impact of Scoring

#AOWEB

According to MarketingSherpa, the average

lead generation ROI for organizations using

a lead scoring process is 138% in comparison to 78% for those who

weren’t using a lead scoring process.

The Funnel

• Top of funnel: Marketing

• Middle of funnel:

Lead qualification

• Bottom of funnel: Sales team

Raw leads

Qualified leads

Sales prospects

Word of mouth

Marketing

Lead Qual

Sales

#AOWEB

Communication & team building

Tips to Enhance Communication

• Be a single team, focused on revenue generation

• Attend each other’s meetings

• Provide weekly lead updates

• Listen to what’s happening on the sales floor

Tactics

Sales vs Marketing Messaging

Multi-touch Campaign

Step Overview1 Call scripts and campaign materials sent to sales team

2 Marketing sends initial email

3 Call and send e-mail #1

4 Wait 24 Hours

5 If no response to first e-mail/v-mail effort Call and send e-mail #2

6 Wait 48 Hours

7 If no response to 1st & 2nd e-mail/v-mail efforts – Call and send e-mail #3

8 Wait 48 Hours

9 If no response to 1st ,2nd and 3rd e-mail/v-mail efforts – Call and e-mail #4

Q & A

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