Closing the Sales and Marketing GapCollaboration Drives Success

Introductions

Derek Grant @DerekGrantDirector of Sales, Pardot

Casey Cheshire @CaseyCheshChief Awesome Officer, Cheshire Impact

Why does it feel like this…

… instead of this?

Agenda• Instructions• Agenda• Misalignment Stories• The Six• Conclusion• Q&A

Does this sound familiar?

A Cold War

Marketing automation provides a jumpstart to alignment by connecting your sales and marketing systems.

6 Strategies to Increase Sales and Marketing AlignmentUsing Automation

(Re)Align GoalsStrategy 1:

We’re all in this together• Marketing enables Sales• Sales secures marketing

spend

Stop Competing & Align Goals

On Funnels & PipesSplit Pipelines• Marketing goals are driven by

volume• Sales goals are driven by

revenue

The Handoff• Marketing sends “qualified leads”

to the beginning of sales process

Dualism is difficult• High lead volume isn’t inherently

a “good thing”

Marketing

Inquiry

Lead

SalesQualified

Opps

Won

1,000

850

40

5

1

Where The Model Breaks Down

Marketing• Generate lots of leads• Send most to sales• Limited qualification

• Geography• Title / Department• Revenue

Marketing

Inquiry

Lead

1,000

850

Where The Model Breaks Down Sales• High volume of names = #FAIL• Cycles spent “looking for a

needle in haystack”• Sales focuses on “low hanging

fruit”• Neglect longer term prospects• Low conversion rates on

marketing-sourced leads

SalesQualified

Opps

Won

850

40

5

1

Use a Single Funnel• Create a Single view• Unified “scorecard”• Waterfall model• Easy measurement• Alignment with the

ultimate goal – driving revenue for our company

Prospect

MQL

SAL

SQLOppsWon

Start TalkingStrategy 2:

Make Sure Sales Knows About the Awesomeness

Marketing, Meet Sales

Sales Likes• Long walks on the beach• Qualified Leads• Pina Coladas• Campaigns that move people through the

buying cycle

What they can share:• Prospect pain points• Friction points in the sale• Competitive intel

Establish a Weekly Cadence• Review Metrics

• Number of assigned leads• Number committed to pipeline

• Disqualified • Number and reason

• Strong channels for closed/won opportunities• Where are the best leads coming from?• How do we get more?

Broker Peace With AgreementsSpecify how quickly sales should connect with a lead

• First contact wins 78% of the time• Easier to connect quickly

Create Content That Moves

Strategy 3:

Content is More Than Conversion Bait

What’s my purpose in life?

Map Content To The Sales CycleTop of Funnel – Lead Generation• White Papers• Data Sheets• Webinars / Recorded Webinars

Middle of Funnel – Building Credibility• Case Studies• Content (Blog posts, infographics, etc.)

Bottom of Funnel – Removing Risk or ROI focused• Success Stories / Testimonial Videos• Executive Value Guide• ROI Calculator

Map Content To The Sales Cycle

Collaborate on Grading

Strategy 4:

Ask Sales about their ideal prospect, they talk to them all day!

Grading: Consult & Update• Competitive advantage• Assists Sales in Optimizing time• Sales: “My ideal prospect is:”

• Role• Industry• Geography• Revenue• Other?

Don’t Hoard, Empower

Strategy 5:

Don’t Hoard, Empower• Integrate with CRM• Display Prospect Activity• Enable Sales Selected

Lists (& Drips)

WiretapStrategy 6:

Wiretap Your Sales TeamPriceless communication:• First MQL Contact• Demos & Questions• Final Calls

Getting the inside scoop:• Go through new sales training• Read the Sales Playbook• Attend sales meetings

Putting It All Together

Final Thoughts on The Seven Tips

1. (Re)align Goals – Create a single funnel

2. Start Talking – Hold a weekly touchbase

3. Create Content that Moves – Map content to stages

4. Collaborate on Grading – Confirm ideal prospect

5. Don’t Hoard, Empower – Enable CRM Lists

6. Wiretap – Sit in on sales calls

Questions?

Thank You!