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3 Powerful Marketing and Sales Alignment Strategies for Successful Business Outcomes
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Transcript of 3 Powerful Marketing and Sales Alignment Strategies for Successful Business Outcomes
3 Powerful Marketing and Sales Alignment StrategiesFor driving successful business outcomes
January 13, 2017Heidi BullockGVP, Global MarketingMarketo
@HeidiBullock, #MKTGNation
@HeidiBullock, #MKTGNation
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Housekeeping
Topics
1. Challenges2. Key Considerations3. Technology4. People
@HeidiBullock, #MKTGNation
You have a job to do but it’s getting harder
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1. Need more qualified leads in the right accounts!
“I am so many qualified leads I could just retire right now!”
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2. Need to do more with less
We still have to build 10 more marketing programs
and don’t have Kate’s backfill…
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3. Marketing and Sales need alignment…but
We don’t always see things the same way
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4. ROI on your initiatives
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#Mood
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Don’t worry everyone…
Section 1 – Key Considerations
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#1: Define your Revenue Model with Stages and SLAs
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#2: Work back from your objective – don’t start with tacticsThe Central Region needs to close $2.4M this quarter – how will we get there? Need a total of 9 opps.
Program Stage Goal Est % close
Analyst Field Lunch Mid 3 opps 1 opp
Digital Transformation Webinar for Execs
Mid 2 opps 1 opp
Leadership Forum Mid 4 opps 2 oppC-level dinner Late 6 opps 2 oppExec meeting with dm Late 5 opps 3 oppTotal 20 9 opps
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Broad-Reach Marketing Account Based Marketing
#3: Map the Right Strategy to the Desired Outcome
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#4: Measure at Different Time PointsExample: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs
1• Lift in website traffic – target
accounts visiting site
2• New names in target account
(building out white space)
3• Target accounts visiting dedicated
account pages, converting
4• Engagement score for set of
programs per month
1• Program success with a target
account
2• Call connects (target accounts)
3• # of meetings w/in target account
4• Marketing qualified leads (MQLs) in
target account
1• # of opportunities in target accounts
2•First Touch Ratio
3•Multi Touch Ratio
4• Pipeline in target accounts
Early Mid Late
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#5: Be Thoughtful about your Technology
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#6: Have a Few Key Metrics and Iterate to Improve Results
vs.
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#7: There is no ‘I’ in Team
I missed my number dude. I don’t care if you generated 2000 MQLs.
Section 2 – Technology - Where Marketing Automation Can Help
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1. You need to hit your business goals (pipeline, revenue, retention, cross-sell, up-sell)
2. Marketing and Sales HAVE to be on the same page
3. You need to know what is working or not
Regardless of Your Approach…
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Attract Engage Close
Drive more inbound
website traffic
Convert web visitors to
leads
Right message Right person
Right time
Accelerate the sales cycle
Increase quality leads to sales
Win more deals
Attract
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Attract the right buyers/ right accounts
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1. Increase inbound traffic to your site
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2. Personalize experience for known and anonymous visitors
Visitors from UPS Visitors from Barclays
Using Web Personalization - increased opportunity stream from target accounts
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3. Target the Right Buyer / Right Account
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4. Test and Optimize Early
Engage
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Engage
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5. Keep Sales in the Loop Along the Way
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SDRs: Prioritize ABM Follow Up
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6. Scale programs for team efficiency
Clone Complete Programs
Track Costs and Tags for Measurement
Use “Tokens” To Parameterize
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Replicating a Webinar Program Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Copy EditEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
22 Laborious Steps – 2+ Hours
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Replicating a Webinar Program with MarketoEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList
Clone
Program-level fields
1. Webinar name2. Webinar title3. Speaker name4. Speaker title5. Webinar Description6. Date7. Time
Push
8 Quick Steps – 3 Minutes
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7. Personalize at Scale
Close
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• Collaborate closely with sales• Develop a plan for both sales and
marketing to execute• Create SLAs• Work closely with sales for coordinated
outreach• Train reps on how to use tools and
programs• Get feedback
Sales and Marketing Alignment
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8. Provide flexible scoring model so you define success
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• Prioritize Leads for Sales• Pass All Marketing Data Over
Seamlessly• See How Sales is Following Up• Give Them Insight and Tools for
Success
Connect CRM with MAP
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9. Prioritize leads for sales
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“Have you heard of Marketo?” vs. “Saw you stopped by our booth in New Orleans last month”
Relevant Conversations Start with Relevant Information
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Create Accountability (for Sales)
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• Meet Frequently• Upcoming campaigns and
reports• Analyze trends and results
• Shadow Sales Calls• Inspire new content creation
• Provide feedback• Lead quality• Campaign needs/ideas
Partnering for SuccessThink about sales and marketing as one team
Measure
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Complete AnalysisChannel Cost FT
OppsCost/FT
Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT
Opp MT Pipeline MT Pipeline/Cost
Days to Opp
Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115
Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98
Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107
Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124
Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99
PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87
Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127
Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74
Days to OpportunityAverage time from lead entering database to opening opportunity
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10. Know what works
Page FT Revenue MT RevenueDigital Advertising $410,000 $525,000Field Events $320,000 $903,000Content Syndication $525,000 $117,000
More efficient at pushing leads through funnel
More efficient at acquiring the right leads
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Account-Level Dashboard
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How am I doing in Target Accounts?
Section 3 – People and Other Things
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These Conversations are FunWow, our
engagement, NPS score have never
looked better!Seriously, what the ##$%^ are
they talking about?
Head of sales
Marketing team
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• Speak the right language• Focus on what they care
about – later stage, meetings• Pair team members up• Sit in deals • It’s your job to make sure
marketing ‘gets it’
People Reminders
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• Develop a plan for both sales and marketing to execute with shared incentives• Agree on SLAs, definitions, metrics• Coordinate outreach • Train reps on how to use tools and programs• Get feedback• Keep things simple and focused
Process Reminders
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Checks and balances
Most things don’t work like this… you have to keep talking and checking on programs.
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Ex: Keep an eye on scoring
Questions?
Thank You!