Marketing and Sales: A Lesson in Marriage Counseling

© 2013 Appirio, Inc. - Confidential

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Who am I? Ashley Brucker- Business Architect

• Contact me:

@Ash_Said_So

[email protected]

• Expertise in marketing and sales alignment strategies and marketing operations

• 6 years in the marketing operations and marketing automation

• Native Californian with an addiction to heat and a fear of heights

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https://twitter.com/Ash_Said_So

mailto:[email protected]


Marketing and Sales: A Match Made in Heaven?

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What is “Marketing & Sales Alignment”?

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“When a Marketing Team and a Sales Team agree on and

collaborate towards common goals, strategies, and metrics which lead to greater, more

consistent, and more predictable streams of revenue.”

© 2013 Appirio, Inc. - Confidential7

Statistics that May Break Your Heart…

1/3 of the sales cycle has evaporated because of the ability for prospects to “Self-Serve.”

Source: Sirius Decisions

97% of interactions with sales are considered unproductive by prospects & customers.

Source: Forbes

8% of companies think they have tight sales & marketing alignment.

Source: Forrester Research

80% of B2B purchase cycles are considered complete by the time the prospect contacts the vendor. Source: Forbes


The Arguments that Come Between the Happy Couple

“You don’t appreciate all that I do.”Marketing

“You’re spending too much money.”Sales

“I’m tired of cleaning up after you.”Marketing

“You don’t understand my needs.”Sales


Marketing and Sales: A Match Made in Heaven!!

The 5 Keys to Success in This Marriage

1. Define terminology and rules

2. Establish the stages of the lifecycle

3. Design the hand-off process and feedback loop

4. Establish measurements of “success” that work across the orgs

5. Theirs and theirs platforms


The indicator to understand where a lead is in the cycle and how to further engage with them

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A person with the minimum required amount of information for sales engagementLead

A person who prior to sales engagement has provided all required information and has the desired traits of an ideal target

Pre-Qualified Lead

Lead Statuses

The field where the origin of the lead is captured and frozen for tracking of ROI on the sourceLead Source

A true sales or pending sales dealOpportunity

1. Define Terminology…


• Establish assignment methodology, e.g., regional, named, round-robin

• Decide if you’ll use queues and if there will be “Account Teams”

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• Abandon the “us vs. them” mentality• Go on Sales calls• Include Sales in campaign development

Mutual Respect

• What data is kept in the CRM or outside of the CRM?• Is there a Marketing Automation tool?• How do they integrate with one another?

Systems of Responsibility

Lead Assignment Rules

• What happens when an existing lead/contact comes back?• What is your policy on duplicates in the system?

Return Leads or Contacts

• Consistent messaging across marketing an sales• Marketing comms should vary from heavy to minimal and back• Allow sales to determine how their leads/contacts participate

in marketing

Marketing Communications by

Stage

…And Define Rules


Disqualified Recycle Lost

How to tell if you got it right…1. Do we agree that every Lead/Contact can be accounted for in the

stages?2. What role does each organization play at the different stages?3. What can be automated and what requires manual changes?4. How will each organization have visibility into this pipeline?

Anonymous KnownPre-

Qualified Lead

Engaged Opportunity Closed-Won

2. Establish the Stages of the Lifecycle

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Hand-Off Mechanis

ms

• Email Alerts• CRM Tasks• List Views

Service

Level Agreements

• Pre-Qualified• Engaged/Working• Opportunity Stages

Feedback Mechanis

ms

• Lead Status Updates• Opportunity Status

Updates• Add to Campaigns

General SLA Rules of Thumb• 24 hour follow-up for “pre-

qualified” leads• 1 hour follow-up for any

“Contact Me Now” form fill-outs

• Relative to length of sales cycle:• Limited amount of time in

“Engaged/Working” Stages

• Limited amount of time in early Opportunity stages

Marketing

Sale

s3. Design the Hand-off Process and Feedback Loop

@Ash_Said_So13


Metric What it Tells You# of “leads” generated How active your lead gen programs are

# of “Pre-Qualified Leads” generated

How effective your lead gen programs are

“Pre-Qualified Lead” Conversion Rates

How accurate is your PQL definition and your initial sales alignment

SLA Compliance Rates How efficient are your sales hand-off and follow-up processes

# of Marketing Sourced Opportunities

How effective & consistent is your messaging and targeting across organizations

Marketing Sourced Revenue How strong is your marketing & sales alignment

• Agree upon terminologies• Establish data-driven processes• Reporting tools like Marketing Automation

or BI Tools

• Benchmark these numbers today• Benchmark them again in 6 months

How do you enable these metrics?

4. Measures of Success that Work Across Orgs

@Ash_Said_So14


CRM

Marketing Automation

Marketing Automation• Email Marketing• Scoring• Pre-Qualification & SLA Mgmt.• Data Management• Ongoing Nurturing• Reporting

CRM• Lead Management• Sales Activity Management• Forecasting & Reporting• Opportunity Management

5. Theirs and Theirs Platforms

Disqualified Recycle Lost

Anonymous KnownPre-

Qualified Lead

Engaged Opportunity Closed-Won

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Marketing & Sales- A MATCH MADE IN HEAVEN!

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Like any good relationship, it’s about communication, visibility and respect!


So remember…

The 5 Keys to Success in This Marriage

1. Define terminology and rules

2. Establish the stages of the lifecycle

3. Design the hand-off process and feedback loop

4. Establish measurements of “success” that work across the orgs

5. Theirs and theirs platforms

Learn more about Appirio – Thank You!

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Marketing and Sales: A Lesson in Marriage Counseling

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