Aligning Sales and Marketing to Increase Revenue
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Aligning Sales & Marketing to Increase Revenue #AOWEB
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Transcript of Aligning Sales and Marketing to Increase Revenue
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
Sign up for a demo: actonsoftware.com
blog.actonsoftware.com
Can’t Wait?Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
Ready to Learn More?
