Lead to Close: Aligning Sales and Marketing
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Transcript of Lead to Close: Aligning Sales and Marketing
Lead to Close: Aligning Sales and Marketing
Scott Taback, Vice President of Business Development
Kevin Miller, Vice President of Solution Strategy
Poll: Are you using marketing automation?
Yes, and we are happy with our platform
Yes, but we see room for improvement
We do not use marketing automation
We are currently researching marketing automation platforms
We are interested in learning about marketing automation
“Sales folks can no longer simply
act as hunters; they have to act as
Fishermen. They have to study
where their best prospects live,
they have to discover which kind of
bait attracts certain prospects, and
they have to learn what tactics to
use as a hook.”
-- Suresh Vittal, VP and Principal Analyst at Forrester Research
“80% of the time, better and more
predictable lead generation is the
key to unlocking faster, predictable
growth.”
--Aaron Ross, author of Predictable Revenue
Buyers and the buying cycle have changed.
Define your target, offering.
− study your business’ trends
− ask: “Why do your clients buy from you?” Find a source of data.
‾ Big data is out there—find it! Architect inbound and outbound marketing game plan. Utilize tools to obtain contacts.
− ex. Linkedin Sales Navigator, D&B, Sugar, Salesfusion Email contacts and include a relevant call to action.
− referrals, collateral, value-add content Observe prospect behavior and follow-up.
Your First Campaign
create a system of automation
C-levels see the severe disconnect
that exists between marketing and sales.
Marketing automation platforms (MAP) drive deeper alignment between sales and marketing
teams.
The social web reduces the power of the traditional sales
team. Marketing automation platforms are now Integrating
online channels (email, social, PPC,
blog, etc.)
Sales should work in a clean CRM with leads
pushed through from a robust Marketing
Automation platform. Thorough integration
of MAP and CRM.
Buyer control is shifting due to online research. Marketing automation supports the movement away
from bulk email blasts toward nurture-based
marketing programs.
Sales and Marketing Landscape
Traditional CRM
Manage sales activities and tasks
Manage a pipeline/forecast
Manage a sales process (opportunity stages)
Manage post-sales client relationships
(service/support)
CRM systems are fundamentally designed to manage the selling process
CRM and the Buyer Journey
CRM is designed to manage and assist with the engagement and purchase decision phases of the buyer journey. As much as 70% of the buyer’s journey may be completed prior to sales engagement.
Unless sales can engage earlier in the journey, they are operating at a disadvantage.
CRM systems, in their current state, cannot help sales prior to “engagement”.
MAP CRM
Owns ● Discover● Evaluate
Shares● Qualify
Owns ● Engage● Close
Shares● Qualify
Unifying the two funnels
Unifying the two funnels
MAP CRMQualify
Lead Scoring, Lead Routing, Nurture Programs
Understanding Lead Flow
Lead Capture MAP
Inbound Leads
Corp Website
Nurture Programs
CRM
Poll: Please describe your current CRM status.
We use CRM and are happy with our system
We use CRM and are unhappy with our system
We recently implemented CRM but see room for improvement
We are evaluating CRM and are motivated to implement a solution
We are interested in learning more about CRM
Poll: Please describe your current CRM status.
We use CRM and are happy with our system
We use CRM and are unhappy with our system
We recently implemented CRM but see room for improvement
We are evaluating CRM and are motivated to implement a solution
We are interested in learning more about CRM