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The Art of the Hand-Off, featured Phone Works founder Anneke Seley and Act-On Software CMO Atri Chatterjee as presenters. This webinar focused on the handoff of leads between marketing and sales, using a simple formula: “Strategy + Process + People + Technology = Increased revenue results and decreased cost.”
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The Art of the Hand-Off
Today’s Presenters
Anneke Seley Founder, Phone Works
Coauthor, Sales 2.0
Atri Chatterjee CMO, Act-On Software
“….organizations that have tightly
integrated marketing and sales around the
shared task of demand creation close
between two and seven times the number of
deals of those that do not.”
Sirius Decisions
Strategy
Marketing/Sales Alignment
Process People Technology
Alignment &
Resource
Allocation
Measurable
Predictable
Customer-centric
Open
Team-oriented,
Relationship-
focused
Enabling tools
Increased Revenue Results / Decreased Cost
Best-Performing Companies’ Sales & Marketing Practices
Common goals/compensation
Significant marketing investment
Work together to engage/nurture prospects
Personalized, relevant messages by buyer type
Lead nurturing (automated & flexible)
Metrics and process-driven, ROI tracked
Dedicated functional groups through customer acquisition cycle
Measure marketing’s impact on revenue
Investment per Rep & Budget Allocation
Consistent Messaging
Target prospect & “Qualified Lead” definition
Lead Scoring
Roles and Responsibilities
Lead response time, data captured (“SLA”)
When Marketing hands-off to Sales
When Sales hands-back to Marketing
Using social media to go where customers are
Best-Performing Companies Sales and Marketing Agree On:
Engage/Nurture: Marketing
Educate/Qualify: Sales Development
Sell New: Sales
Manage Adoption: Customer Success
Sell Renewal/Add-on: Sales
Phone Works Marketing/Sales 2.0 Framework
1. Clear roles for marketing & sales
2. Sales Dev Inside sales team for lead qualification
3. Consistent messaging from Marketing to Sales
4. Clear processes for lead follow-up and handoff
5. Feedback on leads from sales to marketing
6. Tracking & reporting of key sales & marketing data
7. Regular review of the scoring/rating criteria
POLL – Do you have….
In Action: Act-On
Act-On Situational Analysis
• Small company
• Fastest growing marketing automation
company
• Efficiency and speed are core company
competitive advantages
• Budget follows growth
Strategy
Parameters for Success
Process People Technology
Alignment &
Resource
Allocation
Measurable
Predictable
Customer-centric
Open
Team-oriented,
Relationship-
focused
Enabling tools
Increased Revenue Results / Decreased Cost
Company Strategy
• Focused on providing integrated marketing solution that fits into existing environments
• Target market: midmarket and departmental use in enterprise
• Product design emphasizes user experience, speed of deployment and flexibility
Sales and Marketing Strategy
• Alignment
• Efficient cost of
sales
• Increased
leverage
Process
• Need for a process with agreed
upon definitions
• Minimum friction between transition
points
• Flexibility for modification
• Easily transferrable
Process: The Funnel
• Top of funnel: Marketing
• Middle of funnel: SDR qualification
• Bottom of funnel: Sales team
Raw leads
Qualified leads
Sales
prospects
Word of
mouth
Marketing
SDR
Sales
People
• Hiring – Proven track record
– Intelligence and ambition
– Cultural fit
– Compensation
• Consistent training – Playbook
– Messaging templates
• Continuous development – Best practice sharing
– Frequent and clear communication
– Career path
Technology
• Single database of record =
CRM
• Marketing automation
integrates with key
technologies needed for sales
and marketing (webinars,
external data sources,
analytics, social media)
• Emphasis on using our own
technology to understand
customer experience
Next Steps
1. Draft a strategy
2. Start the dialogue within your organization
3. Start small – don’t get overwhelmed
4. Measure and refine
Getting Started
Need Help?
Reality Check
Reality Review
Sign up for a demo
www.actonsoftware.com
Contact Us
Anneke Seley [email protected]
Twitter: @annekeseley
#sales20
Blog: sales20book.com
LinkedIn: annekeseley
(510) 749 9073
Atri Chatterjee CMO, Act-On Software