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The successful marriage of sales and marketing derives from a progressive commitment around building the relationship together, transparency in results and habitual communication. Marketing technologies are transforming marketing and sales by delivering the platform, necessary efficiencies and innovation to sustain and accelerate the relationship. Whether you are embarking on a relationship or need to renew your vows, walk away with actionable partnering techniques.
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Meagen Eisenberg | VP of Demand Generation
A progressive commitment – the Sales & Marketing Marriage
@meisenberg @docusign
#b2bnl
DocuSign – Keep Business Digital
Fortune 500
Corporations
Small/Medium
Businesses
Professionals
Everyone
With Partners
Consumer to Enterprise Across Verticals
Across Departments
Around the World
Into Different Roles
CEOs, CIOs, CXOs, LOBs
Financial
Services
High
TechHealthcare
Credit
UnionsReal Estate Insurance
Public Sector
Sales
HR
Finance
IT/Operations
Legal
Marketing
Facilities
Support
Procurement
Product Management
=Sales & Marketing Alignment is Business Critical
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Source: SIRIUS DECISIONS
67%58%+
52%+
basic steps to align
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#b2bnl
Technology
5
Transparency in
Results
Habitual
Communication
Build
Together
#b2bnl
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Build together
Buyer’s journey
Content roadmap
Need ->Learn ->
Evaluate ->Negotiate ->
Purchase ->Implement ->
Advocate.
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#b2bnl
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Build together
Buyer’s journey
Lead life cycle
Lead scoring
Content roadmap
Lead scoring 1.0: A quick way to assess the quality of the lead to prioritize who to contact
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Score Description Marketing Action
A4The right prospect,
but no interest.
Priority, but may need
specific "why now"
messaging.
B1 Good fit and very interested.Send to sales queue for
follow-up.
C1Not the ideal prospect,
but very interested.
Will they ever be a good fit?
Continue to nurture.
D4 Wrong fit. No interest.Fulfill request and segment
out.
Explicit = Profile fit
Of Prospect Scale: A, B, C or D
Implicit = Level of
Engagement or InterestScale: 1 - 4
Proprietary & Confidential 10
10
Lead scoring 1.0 model
Proprietary & Confidential 11
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New lead scoring 2.0 model
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Algorithmic trading has replaced human trading.
Lead scoring 2.0: Harnessing big data and scoring for predictive targeting
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0%
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0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Pu
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Pro
bab
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Accounts
Average
Predictive targetingAccounts likely to have specific need in next 90 days
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Accounts
Predicted
Average
Highest Probability Segment
Different contact strategy by segment
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0%
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10%
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Pro
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Accounts
Predicted
Average
Engage via Sales
Nurture
20% 0% 40% 60% 80% 100%
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Build together
Buyer’s journey
Lead life cycle
Waterfall metrics
Lead scoring
Content roadmap
Marketing and Sales waterfall
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Source: SiriusDecisions
Inquiries
A raw response, or hand-raiser to an outbound marketing program; relatively little is
known about the prospect at this point. (A-D lead score or no score at all)
Marketing Qualified
Leads (MQLs)
A lead – by way of definition and service-level agreement – that is deemed “ready”
for Sales to work. (Lead score contains A or B)
Sales Qualified
Leads (SQLs)
SQL = Opportunity; A lead that has evolved into an opportunity, one that is deemed
“pipeline quality” by the organization. (Lead Status = 5 – Created Opportunity, Opportunity: Stage = All)
Closed/Won
Business
An opportunity that has come to fruition. (Account type = customer)
Sales Accepted
Leads (SALs)
A lead that has been formally accepted by Sales; when this occurs, Sales is compelled to work
the lead in a given time frame. (Rating = Qualified, Lead Status = 2-1st attempt - 4-3rd attempt, Working, or 9-Closed - Lost to Competitor)
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Transparency in Results
What spend worked and what did not?
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Partner with sales in a habitual way
Be creative
Pilot
Value proposition Executive support
Onboarding
Training
Sales flash
Feedback loop
Sales flash for demand gen programs and context
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#b2bnl
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Technology
Have better conversations with 360 degree view of digital body language
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• Web Activity
• Form Activity
• Email Activity
• Search Activity…
All in one place
Engage with sales-ready contacts
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Quickly access
pre-built email
templates created
by marketing
Earn a progressive commitment from Sales@meisenberg
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More Sales Efficiencies?
Download DocuSignTechnology
Transparency in
Results
Habitual
Communication
Build
Together
#b2bnl
