Aligning & Managing the New

Inbound Marketing & Sales Paradigm

Patty CiscoMBA, Principal

“I don’t know what‘good’ looks like”

“The website trafficis too low”

“There are not enoughleads from the online

campaigns”

“Customershave changedfaster than my

media plan”

“Which technologyShould I choose?”

“The media mix isin chaos”

PROCESSPEOPLE MEASUREMENTSTRATEGY

FOCUS

60%of the buyer’s journey is

complete before sales

gets the chance to form a

relationship– Corporate Executive Board

89%of consumers do an

online search before

buying a service.- Fleishman-Hillard

93%of buying cycles start

with online search-Marketo

Will they

find you?

Meet Today’s Customer

WHAT

DO THEY

WANT?

45% of seniors use Facebook (alfa.org/news)

41% of patients said social media would affect their choice of a specific hospital, medical facility or doctor (2012 Google Compete Hospital Study)

59% of caregivers with internet access use online resources to help them provide care and support for a family member (Pew Research 2013)

52% of caregivers said online resources have helped them cope with the stress of being a caregiver (Pew Research 2013)

FACTS

Why Is Aligning

Marketing & Sales

So Important

Today?

• Close 38% more sales

than non-aligned

businesses

• Lose 36% fewer customers to competitors

Organizations that have the highest alignment

with sales and marketing…

Source: MathMarketing

FACTS

• Grow 5.4 points faster than

Their less-aligned

counterparts

SYMPTOMS

• Lead goals missed

• Sales goals missed

• Conversion goals missed

• Poor employee happiness index

• Inaccurate data

• Poor communication

Only 30% of

CMOs have a

Clear process or

Program to make

Marketing and

Sales alignment a

Priority.

(CMO Council)

A whopping

68% of

Organizations

have not

identified

their funnel.(MarketingSherpa)

PEOPLE

Smar-ket-ing (noun): Strategic alignment between sales

and marketing strategies for the ultimate impact and

growth of an organization

“You aren’t generating

enough quality leads!”

“You aren’t working my leads hard enough!”

MARKETING

TEAM:

SALES TEAM:

MARKETING TEAM

SALES TEAM

SERVICE LEVEL AGREEMENT

INBOUND SALES KNOWLEDGE RESOURCES SUPPORT

PROCESS

Companies’ inability

to align sales

and marketing

teams around

the right processes

and technologies

has cost them

upwards of 10%

or more of revenue

per year. (IDC)

SALES PROCESS

Companies with mature lead generationand management practices have a

9.3% higher sales quota achievement rate.

(CSO Insights)

Attract Convert Close Close

Strangers Visitors Leads Customers Promoters

Inbound Sales

Process

Monitor and Anticipate

Educate and Guide

Qualify

Close

TRADITIONAL VERSUS INBOUND SALES

What isMarketing & Sales

Automation?“lead-to-revenue management”

–Forrester Research

TOOLSMAP

CRM

EHRCall

Tracking

CMS

Website Inquiries

Hospital Referral Systems

Online Directories

BENEFITS OF AUTOMATION

When companies use marketing automation software,

they convert 53% more leads into marketing qualified

leads, and report revenue growth on average 3.1%

greater than companies which haven't implemented a

marketing automation platform yet.

Prevents leads from slipping through the cracks

and getting picked up by competitors.

Shortens the sales cycle.

78%of successful marketers state

that marketing automation

is most responsible for

increasing revenue

contribution.

How will it help us grow our database?

How easy is it to create assets for my marketing

programs and make changes to them (emails,

landing pages, etc.)? Do I need

to know HTML or CSS? What about for mobile

optimization?

Does it include a CRM? Or will I have to look at an

integration process with the CRM I have?

Choosing Marketing Platforms

How easy is it to measure the effectiveness of your

marketing -- and quickly act on it?

When you have issues, how easy is it for anyone on

your team to get support?

How will it help us manage our database?

How easy is it to create assets for my sales

programs and make changes to them (email

templates, worksheet integration, can you

customize roles and reporting needs etc.)?

Will it seamlessly integrate with a marketing

automation platform?

How easy is it to measure the effectiveness of your

sales strategies -- and quickly act on it?

When you have issues, how easy is it for anyone on

your team to get support?

Choosing Marketing Platforms

CREATING A CLOSED-LOOP SYSTEM

Marketing Automation

Sales Enablement

Awareness

Consideration

Evaluation

Purchase

Marketing Engagement

Marketing Automation

Analytics

Sales Engagement

Sales Enablement

Analytics

LEAD QUALIFICATION, SCORING & NURTURING

LEAD NURTURING

• Nurtured leads produce, on

average, a 20% increase in

sales opportunities versus

non-nurtured leads. -DemandGen Report

• Companies that excel at

lead nurturing generate

50% more sales-ready leads

at 33% lower cost. -Forrester Research

CREATING A CLOSED-LOOP SYSTEM

CONTENT

STRATEGY

Only 30% of CMOs have a clear

process or make marketing and

sales alignment a priority.

(CMO Council)

Percentage of B2C Marketers Who Say Strategy

Guides Efforts

Very closely 34%

Somewhat 57%

We rarely use it 6%

Unsure 2%

0 10 20 30 40 50 60

• Increase Brand Awareness

• Grow Website Traffic

• Generate Leads

• Retain Existing Customers

• Expand Sales

• Recruiting Employees

GOALS

GOALS

PERSONAS

Customer

Discovery

SQL

Re-Tour, Event Attendance,

Overnight Stay

Post-Visit

Follow UpMQL

Introduction

to sales rep Initial TourPost-Tour

Follow Up

Eliminate barriers,

concerns or objectionsEndorsement

Repeat

Customer

PERSONAS JOURNEY

CHANNELS

SEOAnalyst

Social MediaStrategist

EmailMarketing

ContentCreator

Editor

Sales & Marketing Strategist

WebDesigner

GraphicDesigner

PlatformManager

Publisher

EXPERTISE

MEASUREMENT

• Brand Reach

• Traffic

• Leads (Marketing Qualified)

• Leads (Sales Qualified)

INBOUND MARKETING METRICS

SALES METRICS

• Inbound SQL/Tour• Phone Inquiry/Tour• Initial Tour/Repeat Tour• Tour/Deposit• Deposit/Move In• Customer/Repeat Customer

(Rehab/Sub Acute)

• Does your marketing and sales team have clear direction on managing leads through the funnel and into the pipeline?

• Have the number of leads you need to keep your sales team active increased over the past three months?

• Is the percentage of leads returned to sales by marketing more than 5 percent?

• Are leads disengaging and disappearing before sales can get to them?

• Do you have a defined process for the sales team to follow while engaging a lead?

QUICK ASSESSMENT

HOW DO YOU MEASURE UP?

Lead and demand generation

Data quality

Nurturing workflows

Content creation and usage

Pipeline management

Marketing and sales technology

Measurement and reporting

Get FREE Marketing & Sales Tips Delivered to Your Inbox Weekly

Get your FREE ENEWSLETTER today!