What Sales Wants from Marketing
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What Sales Wants from MarketingJune 15th, 2010
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GoToWebinar Controls
• Click the button with the arrows to minimize your GoToWebinar controls
• Type your questions for us into the box at the bottom and press Send
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Agenda
• What marketing and sales really think
• The buying process and the internet
• Unified model for demand generation
• Measure what you want to improve
• Marketing & sales infrastructure
• Payback for getting aligned
• Conclusions
• Q&A
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Mind the Gap – Understanding Perceptions
What Sales Thinks• Not enough leads• Leads aren’t qualified• Feast or famine• Leads don’t understand what we sell • We have to re-enter data into CRM• We keep getting the same old leads• All the quality leads come from sales anyways
What Marketing Thinks• Sales is too slow on follow-up• They don’t try hard enough to connect
with leads• We have no idea what happens with
the leads• Follow-up is hit or miss• We have no idea what worked and
what didn’t• Why do all the leads have to come
from marketing?
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Need Recognition
and Awareness
Information Search
Evaluation of Alternatives Purchase
Post-Purchase
Evaluation
1990 2000 2010
Has the Buying Process Changed?
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Why Should You Care?
95%…of your website visitors don’t want to talk to sales, but…
70%of them will eventually buy from you (or your competitors)
Source: @brianjcarroll
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How much nurturing is enough?
On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”?
12%
12%
44%
33%
0% 10% 20% 30% 40% 50%
13+
9-12
5-8
1-4
Source: Survey of 125 North American technology companies by The Bridge Group
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But the CEO Just Wants More…
REVENUE
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Single View of the demand generation
Attract
Engage
Nurture
Capture
Sales-cycle
Lead score
Revenue
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Encouraging Sales & Marketing Alignment
1. Identify your ideal customer
2. Define a common language– Sales-ready lead
3. Identify and agree rules of engagement at interface points– Demo request / contact us
– Webinar registrant
– Return-to-marketing
– Closed / lost
– Who will nurture live opportunities?
4. Operate as a single team
5. Measure what you want to improve
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Measure What You Want to Improve
• Sales-ready leads count
• Opportunity conversions– Absolute count
– And percentage of sales-ready leads converted
– Don’t forget leads from other sources• Referral
• Inside sales
• Sales prospecting
• Closed business by lead source– Closed-loop marketing
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Does your Infrastructure Support Alignment?
Website Marketing Automation CRM
Analytics
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• Make sure your marketing technologies integrate with CRM systems so data is shared
• Ensure that proper lead history is being passed on to sales
Integrate Sales and Marketing Technologies
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Integrate Sales and Marketing Technologies cont.
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What is the ROI of Sales and Marketing Alignment?
• A recent sales optimization survey found: – Sales and marketing alignment (SMA) is the easiest sales productivity
initiative to implement with the highest impact on sales effectiveness (1)
– SMA Leads to 20% higher quota achievement, 25% more proposals result in sales (1)
• A recent study showed that companies that had success with SMA: – Grew 5.4% faster year-over-year than their competitors (2)
– Churned 36% fewer of their customers to competitors each year (2)
– Were 38% better at closing proposals than non-aligned businesses (2)
Source 1: CSO Insights 2009 Sales Performance Optimization SurveySource 2: B-to-B Lead Generation: Marketing ROI & Performance Evaluation Study, 2008
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Conclusions
• The web has changed the way prospects navigate the buying process
• Marketing and sales collectively own a single customer funnel
• Collaborate at key interface points and measure progress
• Have an effective sales and marketing infrastructure– Focus people on the relationships
• Continuously review and refine – 360 degree view of customer acquisition
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Questions?
Richard Sharp, VP Marketing
604.484.8543
Mike Cowan, VP Sales
604.484.8546
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Follow us on Twitter @Marqui_CMS