Stop the Fighting Between Sales

& Marketing:

Steve Lincoln is Director of Sales at ZoomInfo. Lincoln is a proven sales executive and leader with 15 years of industry experience. He has helped sales and marketing teams accelerate their growth, and currently manages a team of 10 sales executives. Together with his team, he helps ZoomInfo’s customers grow faster by increasing the efficiencies of their sales teams, building better lead and demand generations engines and fueling their candidate pipeline with the best possible talent.

Ashley Shultz is the Marketing Manager at ZoomInfo, a company that provides B2B data to deliver accurate and actionable business information. As a marketing strategist, Shultz now focuses on providing logistics, finance and recruiting industries relevant content and customized solutions in relation to growth acceleration needs. In her role, she works closely with the sales and marketing team to understand the needs of ZoomInfo customers through a broad range of collaborated activities.

• Coverage: 140 (and growing) million people and 12 million companies

• Deep information: Direct dial phone numbers, email addresses, work and education history, plus third-party web mentions

• Accuracy: Refreshing 55 thousand companies, and over 8 million people per day

About ZoomInfo

What You Will Learn:

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Day in the sales and marketing life…

Before Alignment

“Why isn’t anybody following up

with these leads I brought in?”

“Why does marketing keep

sending me bad leads?”

Business B.A.

No communication

No understanding of what marketing is trying to achieve

No leads or very low quality leads

No understanding of sales’ target leads

No ability to use data to inform sales and marketing initiatives

Sales reps ignore 50%

of marketing leads

(source: ReachForce)

65% of sales reps say

they can’t find content

to send to prospects (source: Kapost)

60-70% of B2B content created

is never used because it’s

irrelevant to the audience (source: Content Marketing Institute)

Misalignment costs 10% or

more of revenue per year(source: IDC)

How to Align Sales & Marketing

•••

••••

Joint efforts/communication from top down

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•

•

Marketing & Sales

Marketing Sales

✔

Marketing Automation:

CRMs:

Communications:

Content:

Prospecting:

Business A.A.

• Open communication and collaboration

• Data-driven decision making

• 208% more revenue from marketing

• 36% higher customer retention rates

• 38% higher sales win rates

• 67% better at closing deals

*Statistics courtesy of Marketo’s 2014 Sales & Marketing Alignment Study of over 500 businesses

Day in the sales and marketing life…

After Alignment

Companies with aligned sales & marketing generated

208% more revenue from marketing (source: MarketingProfs)

95% of buyers chose a solution provider that “provided them

with ample content to help navigate through each stage of the

buying process” (source: DemandGen Report)

B2B organizations with tightly aligned sales and marketing

operations achieved 24% faster three-year revenue growth &

27% faster three-year profit growth(source: SiriusDecisions)

Organizations with tightly aligned sales and marketing

functions enjoyed 36% higher customer retention rates &

38% higher sales win rates(source: MarketingProfs)

208% 24% 27%

36% 38% 95%

••••

Q&A