Best Practices for Achieving World Class Marketing … Practices for Achieving World Class Marketing and Sales Integration, Effectiveness . ... Google/Compete Tech B2B Customer Study,

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Best Practices for Achieving World Class Marketing

and Sales Integration, Effectiveness


Agenda

Time Module Purpose

8:30am – 8:45am Introductions Roles, responsibilities, expectations for outcomes

8:45am – 9:15am Overview – Catalysts for Workshop

Understanding the causes and consequences of misalignment, poor integration between Sales & Marketing

9:15am – 10:15am Module 1: Developing the Sales & Marketing Alignment Strategy Roadmap

Best practices for how to approach, & engage Sales

10:15am – 10:30am Personal Relief Break

10:30am – 11:45am Module 2: Operationalizing the Alignment Strategies

Best practices for how to measurably align Sales & Marketing to drive profitable revenue growth

11:45am – 12:00pm Review, Closing Translate personal learnings into key takeaways, answer outstanding questions, discuss follow-up options.


Workshop Overview

• Senior marketing executives

experiencing these

challenges: Marketing is perceived as a cost

center, not profit center

Declining voice, influence within

organization

Lack of visibility into what happens to

leads once given to Sales

Sales perception of marketing

generated leads is poor

Difficulty demonstrating ROMI

Low or declining conversion rates

throughout demand waterfall

Being asked to shift from quantity to

pipeline impact - ―take a number‖

• Key Takeaways Alignment strategy roadmap that

includes common language, goals

& objectives, priorities, resource

allocation

Best practice approach to

mapping, optimizing lead lifecycle

Template for defining

requirements for various lead

levels

Template for creating 2-way SLAs

between Sales & Marketing


The Consumerization of the Workplace

Source: Google/Compete Tech B2B Customer Study, U.S. Sept 2012. (Sample of N=1231 Tech B2B customers who research or shop for Tech products for their

business).

93% Use the internet

Companies don’t buy, people do—and those purchasers use the

Internet more than any other source to research business

purchases...

59% Consult colleagues,

friends, and family

38% Attend trade shows


This shift creates “moments-of-truth” for

engagement…

5

First Moment of Truth

Second Moment of Truth

Marketing Stimulus

“If you’re available at the Zero Moment of Truth, your customers will find you at

the very moment they’re thinking about buying, and also when they’re thinking

about thinking about buying.”

-Jim Lecinski, Google, from Winning the Zero Moment of Truth


Requiring Marketing & Sales to work together to win

those moments-of-truth…


Yet Marketing & Sales Approach Revenue

Generation Differently…


Which is why water flows naturally downhill but

“leads” do not…


Marketing & Sales technologies are plenty but like

people & processes, aren’t easily coordinated…


And this disconnect shows…

22% Average sales cycle is longer than a decade ago

52% Longer ramp time to full productivity for new reps compared to 7.9 (best-in-class 5.2 months)

< 9% Sales opportunities will close as forecasted

> 90% Marketing generated leads will never close

71% % of salesperson’s time spent on NON-SELLING activities

30+ Hours per month searching for information, developing customer-facing content

25-42% Average cost of sales for companies as % of revenues


Top 7 Best Practices for Marketing & Sales

Integration for Revenue Growth

Alignment Strategy

Roadmap

1. Get alignment

2. Get an investment

portfolio

3. Get a common language

Operationalizing the

Strategies

4. Get there faster

5. Get Sales what they

need to sell

6. Get accountability

(SLAs)

7. Get visibility


Module 1: Alignment Strategy Roadmap


#1 - Get Aligned. MarketPursuit™ Framework Setting Priorities for Marketing & Sales Resource Allocation

Tier Audience % of Rev

Leveraging Knowledge

Universe Size

Outreach Goal Messaging Marketing Intensity

T1 Must-Win Accounts

TBD You + XYZ Company = Competitive Differentiation

10 Deeper, Wider; Share of Wallet

Account specific message based on acct & industry intelligence

Competitive intelligence, Exec sponsorship, thought leadership, account-based field and channel enablement

T2 Named Accounts (Lit-Up)

TBD What we know about you through our current relationship History

1148 Expand Market Share

Account specific message based upon previous purchase, response behavior

Targeted cross-sell, up-sell demand generation campaigns in a box, field and channel sales enablement

T3 Named Accounts (Dark Existing)

TBD How We’ve Helped Your Peers (companies just like you)

706 Engage, Help Audience Relate with Others

Previous customer relationship information for win-back, reconstitution efforts

account-based MOI marketing, field and channel sales enablement

T4 Named Accounts (Dark New Logos)

TBD How We’ve Helped Your Peers (companies just like you)

233 Identify, Attract, Qualify

Industry or segment specific messaging – success story look alike messaging

account-based MOI marketing, field and channel sales enablement

T5 Total Addressable Market

TBD Industry, Vertical Segment

TAM Universe TBD

Identify, Attract, Qualify

Industry, vertical thought leadership messaging

Influencers & Thought leadership, PPC & CPL programs, contact-based MOI marketing

T6 Universal Marketplace

TBD Unwashed Masses Unknown Brand Awareness, Filter, Disqualify

TBD Brand awareness


Brainstorm #1:

Devise a Strategy to Engage, Align with Sales

• What are the potential risks?

• What are the upsides?

• What are the unique

challenges you will need to

address for your company to

make this happen?

• What will your strategy be?


SQL-Closed/Won

SAL-SQO

MQL-SAL

Inquiry-MQL

Suspect-Inquiry (acquired lists)

Suspect-Inquiry (existing database)

Suspect— A contact at a company that fits

the TAM (Total Addressable Market) profile

Inquiry — The number of raw responses, or

―hand raisers,‖ generated by the Marketing

function

MQL — Marketing Qualified Lead, a lead

deemed by the Marketing function to be

worthy of handoff to Sales based on implicit

and explicit lead scores

SAL — Sales Accepted Lead, a lead

qualified by Marketing and agreed to be

worked by Sales within a specific timeframe

SQO — Sales Qualified Opportunity, a lead

that Sales has determined is an Opportunity

and is now part of the organization’s pipeline

Closed/Won – The tipping point from

prospect to paying customer. Leads to

additional Cross-Sell, Upsell,

Service/Solution Opportunities

#2 - Get a Common Language


#3 - Get an Investment Portfolio

Market

TAM Suspects 9,214,909 676,230

Inquiry 0.50% 46,075 1.00% 6,762

MQL 4.40% 2,027 14.00% 947

SAL 65.50% 1,328 75.00% 710

SQL 56.40% 749 56.40% 400

Closed/Won 23.10% 173 36.00% 144

ROMI $50,000 $8,650,000 $60,000 $8,650,009.57

Quantity

Understanding the "Physics Problem" - Demand Waterfall Analysis

←Client Actuals &

Revenue Target

FY2014

US Optimized

Revenue Cycle -

Benchmark Category Conversion % Quantity

Understand your “Physics Problem”


Module 2: Operationalizing the Roadmap to Grow Revenues


Triage

Account Optimization

Moment of

Interest

Engagement

1:1 Reach out

emails

R

Add

Missing

Contacts

EconomicBuyer

TechnicalBuyer

TechnicalEvaluator

EndUsers

ProcessOwner

BusinessLine Exec

TAM

Concierge,Discover,Qualify

Next Steps

Nurture Lead

Set Future Callback

Disqualify

(no fit)

Set MQL

Pass to Sales

Response/

Interest (inquiry)

Manual

InputManual

InputIn-Person

EventsWebinars

Outbound

EmailsNewsletter

Registrations

Landing Page

Registrations

1-800inbound

Identifying Key Players

#4 – Get There Faster (time is of the essence)


“Secret Shop” Your Organization – Life of a Lead

#1: Go Undercover—See what the

prospect really goes through

Did you get timely human attention?

Was your interest acknowledged

(i.e., did the next conversation/item

you were sent build on the

previous)?

Were you put into a nurturing

queue?

The BIG question: Do you treat your prospects the way

you’d like to be treated?


Brainstorm #2: Devise an Approach to Assess Lead

Management Processes (Secret Shopping)






make this happen?



#5 - Get Sales What’s Needed to Sell


Brainstorm #3: Devise a Strategy to Establish

Universal Lead Definition

Review the ULD handout and

discuss:






make this happen?



#6 - Get Accountability (2-Way SLAs)

#, level of leads required to hit company revenue goals

#, level of leads each sales rep needs to make quota

Will Sales do any prospecting?

What % of sales opportunities will Marketing originate, source?

What % of sales opportunities will Marketing influence?

Speed and depth of lead follow-up that makes sense

How many call/email attempts should Sales make for every lead of a certain quality to not waste leads?

With X leads and Y hours / month, how many follow-up attempts should Sales be able to complete per lead?

Ma

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Brainstorm #4:

Devise a Strategy to Establish 2-Way SLAs

Review the SLA handout and

discuss:






make this happen?



#7a – Get Visibility (DemandPursuit™ Dashboard)


#7b – Get Visibility (Huddle & Optimize Consistently)

• Topics for discussion:

Review of leads to obtain feedback on the quality of each lead

Identify which leads have converted into sales opportunities in the pipeline

Share success stories

Review leads submitted by Sales for recycling

• Solicit feedback from Sales

Are you satisfied with the quality of leads that have been generated?

Are you receiving enough information along with the leads to drive the

opportunity forward?

How much time passes after receiving the lead before follow-up begins?

Which leads have turned into customers? Is there anything unique about

those leads?

Are there any common attributes among the leads that did not convert?

Is the definition for a qualified, sales-ready lead still appropriate?


In Closing…

• We’ve talked about:

Getting Alignment

Getting an Investment Portfolio

Getting a Common Language

Getting There Faster

Getting Sales What They Need to Sell

Getting Accountability

Getting Visibility

• We’ve provided best practices & templates for:

Customer-centric MarketPursuit framework

Common Language & Universal Lead Definition (BANTFO Matrix)

Secret Shopping – Lead Management Assessment

2-Way SLAs

Closing the Feedback Loop

• But really, what are YOUR key takeaways from today’s

workshop?

For additional questions or assistance:

Lisa Cole, 508-954-9008

[email protected]


mailto:[email protected]

Documents

Best Practices for Achieving World Class Marketing … Practices for Achieving World Class Marketing and Sales Integration, Effectiveness . ... Google/Compete Tech B2B Customer Study,