CMO Kate Adams of Drift speaks at The Sales Development Conference 2020 (Virtual Edition) Full presentation recording here https://youtu.be/HxULx108Q2M

1. Accelerating Revenue
How to Move Marketing, Sales, and Customer
Success from Alignment to Action
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2. Kate Adams
VP of Marketing | Drift
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https://www.linkedin.com/in/kateadams24/
https://twitter.com/kadams24

3. 97%of companies reported that
COVID-19 has sped up their
digital transformation
(Source: Twilio)
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4. 6 years
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⏳

5. Where does 6
years take us?
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6. 2020: Welcome to the Revenue Era
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● Offline only
● Measured by
“buzz”
Brand Era
(Before 2000s)
1
● Digital
assimilation
● Measured by
leads
Demand Gen Era
(2010-2019)
2
● Digital
adoption
● Measured by
lifetime value
(LTV)
Revenue Era
(2020)
3
How One Year Accelerated Digital Transformation By Half a Decade

7. Who wins in the
revenue era?
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8. Personalization & real-time
are the gold standard in customer experience
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73%of customers expect
brands to understand their
needs & expectations
(Source: Salesforce)
64%of customers expect
tailored experiences
based on past interactions
(Source: Salesforce)
71%of customers expect
companies to interact
with them in real-time
(Source: Salesforce)
46%of customers expect a
response within 5 seconds
or less with a chatbot
(Source: Drift)

9. Businesses
that miss the mark on CX &
personalization have a lot to lose
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Up to
50%
reduction in acquisition costs
for companies that personalize
their buyer experience
(Source: McKinsey)
5-15%
increase in revenue for
companies that personalize
their buyer experience
(Source: McKinsey)
74%
of people switch brands if
the buying process is too
difficult
(Source: Help Scout)

10. What won’t cut it
anymore?
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11. Organizational Silos That Killing Your Bottom Line
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MARKETING SALES CUSTOMER
SUCCESS
GO-TO-MARKET STRATEGY
Teams are guided by
different goals
Data and systems are
disparate
Hand-offs are
cumbersome and
clumsy
Processes are
inconsistent &
unpredictable

12. Poorly Designed Journeys That Hurt
Customer Experience
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13. Alignment
isn’t
Enough
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14. Today’s companies need to deliver a
streamlined omni-channel experience
that meets buyers on their terms
& drives lasting value.
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15. You need to not just align, but
action...
Bring revenue teams
together
1
Connect revenue
teams to your buyer
2
Communicate with your
buyers in real-time
3
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16. New Business
Upsell Retention
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Revenue teams must work in lockstep around the
customer lifecycle...

17. But what does this
look like in practice?
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18. Chat
CONVERSATIONAL SUITE
Artificial Intelligence
Proprietary Behavioral
Database
Analytics & Insight
Revenue Acceleration
Your Website with End-to-End Customer Experience
Email SMS Video Voice
CONVERSATIONAL MARKETING CONVERSATIONAL SALES
MAP INTENT DATA ABM
SALES
ENABLEMENT
CRM

19. Use conversational marketing & sales to create a
personalized & real-time experience
Engage Understand Recommend
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20. Use conversational marketing & sales to
identify, prioritize, and grow target accounts
Identify Prioritize Target & Engage
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21. Zenefits is an award-winning People Operations Platform that makes it easy to manage your
employee documents, HR benefits, payroll, time and attendance and more.
Zenefits and Drift: From Missed
Opportunities to a 15x Better
Prospect-to-Win Rate
Drift helped us completely
reimagine the way we talk to
customers. Now we’re putting
ourselves in the role of a
trusted advisor. Drift allows us to
stop selling on our website, and
instead help customers buy.”
“
CHALLENGES
Experiencing massive marketing growth. Unable to keep up with a high volume of inbound
interest, resulting in lost pipeline and revenue opportunities. SDRs wasting time on
qualification rather than selling. Lots of missed opportunities left on the table.
ROB STEVENSON
Director of Performance Marketing
SOLUTION
Drift's Revenue Acceleration Platform helped Zenefits engage with all incoming leads in
real-time and quickly convert them into qualified pipeline for SDRs to successfully sell.
RESULTS
● 93% increase in prospect-to-win rate
● Shortened buying cycle from 6+ months to 12 days
● Increased meetings booked 68% QoQ
● Influenced over $3.6M in pipeline (1,800+ opportunities)
● Drift Automation’s intelligence provided a 44% increase in response accuracy
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22. QUESTIONS?
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23. The Go-To-Market Playbook for
Revenue Teams
How to Align & Action Marketing, Sales, and Customer
Success to Accelerate Revenue
.OFFER.
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.AUGUST 26th.

24. THANK YOU
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