3 Powerful Marketing and Sales Alignment Strategies for Successful Business Outcomes
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Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
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3 Powerful Marketing and Sales Alignment Strategies for Successful Business Outcomes
- 1. 3 Powerful Marketing and Sales Alignment Strategies For driving successful business outcomes January 13, 2017 Heidi Bullock GVP, Global Marketing Marketo @HeidiBullock, #MKTGNation
- 2. @HeidiBullock, #MKTGNation • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes • Have a question? Use the chat box, and I’ll do my best to get to your questions at the end of the webinar • Posting to social? Use our hashtag - #mktgnation • Please stick around for a brief survey after the webinar Housekeeping
- 3. Topics 1. Challenges 2. Key Considerations 3. Technology 4. People
- 4. @HeidiBullock, #MKTGNation You have a job to do but it’s getting harder
- 5. @HeidiBullock, #MKTGNation 1. Need more qualified leads in the right accounts! “I am so many qualified leads I could just retire right now!”
- 6. @HeidiBullock, #MKTGNation 2. Need to do more with less We still have to build 10 more marketing programs and don’t have Kate’s backfill…
- 7. @HeidiBullock, #MKTGNation 3. Marketing and Sales need alignment…but We don’t always see things the same way
- 8. @HeidiBullock, #MKTGNation 4. ROI on your initiatives
- 10. @HeidiBullock, #MKTGNation Don’t worry everyone…
- 11. Section 1 – Key Considerations
- 12. @HeidiBullock, #MKTGNation #1: Define your Revenue Model with Stages and SLAs
- 13. @HeidiBullock, #MKTGNation #2: Work back from your objective – don’t start with tactics The Central Region needs to close $2.4M this quarter – how will we get there? Need a total of 9 opps. Program Stage Goal Est % close Analyst Field Lunch Mid 3 opps 1 opp Digital Transformation Webinar for Execs Mid 2 opps 1 opp Leadership Forum Mid 4 opps 2 opp C-level dinner Late 6 opps 2 opp Exec meeting with dm Late 5 opps 3 opp Total 20 9 opps
- 14. @HeidiBullock, #MKTGNation Broad-Reach Marketing Account Based Marketing #3: Map the Right Strategy to the Desired Outcome
- 15. @HeidiBullock, #MKTGNation #4: Measure at Different Time Points Example: Target Accounts Goal = Create pipeline and revenue within target accounts Metrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs 1 • Lift in website traffic – target accounts visiting site 2 • New names in target account (building out white space) 3 • Target accounts visiting dedicated account pages, converting 4 • Engagement score for set of programs per month 1 • Program success with a target account 2 • Call connects (target accounts) 3 • # of meetings w/in target account 4 • Marketing qualified leads (MQLs) in target account 1 • # of opportunities in target accounts 2 •First Touch Ratio 3 •Multi Touch Ratio 4 • Pipeline in target accounts Early Mid Late
- 16. @HeidiBullock, #MKTGNation #5: Be Thoughtful about your Technology
- 17. @HeidiBullock, #MKTGNation #6: Have a Few Key Metrics and Iterate to Improve Results vs.
- 18. @HeidiBullock, #MKTGNation #7: There is no ‘I’ in Team I missed my number dude. I don’t care if you generated 2000 MQLs.
- 19. Section 2 – Technology - Where Marketing Automation Can Help
- 20. @HeidiBullock, #MKTGNation 1. You need to hit your business goals (pipeline, revenue, retention, cross-sell, up-sell) 2. Marketing and Sales HAVE to be on the same page 3. You need to know what is working or not Regardless of Your Approach…
- 21. @HeidiBullock, #MKTGNation Attract Engage Close Drive more inbound website traffic Convert web visitors to leads Right message Right person Right time Accelerate the sales cycle Increase quality leads to sales Win more deals
- 22. Attract
- 23. @HeidiBullock, #MKTGNation Attract the right buyers/ right accounts
- 24. @HeidiBullock, #MKTGNation 1. Increase inbound traffic to your site
- 25. Page 25 @HeidiBullock, #MKTGNation 2. Personalize experience for known and anonymous visitors Visitors from UPS Visitors from Barclays Using Web Personalization - increased opportunity stream from target accounts
- 26. Page 26 @HeidiBullock, #MKTGNation 3. Target the Right Buyer / Right Account
- 27. Page 27 @HeidiBullock, #MKTGNation 4. Test and Optimize Early
- 28. Engage
- 30. Page 30 @HeidiBullock, #MKTGNation 5. Keep Sales in the Loop Along the Way
- 31. Page 31 @HeidiBullock, #MKTGNation SDRs: Prioritize ABM Follow Up
- 32. @HeidiBullock, #MKTGNation 6. Scale programs for team efficiency Clone Complete Programs Track Costs and Tags for Measurement Use “Tokens” To Parameterize
- 33. @HeidiBullock, #MKTGNation Replicating a Webinar Program Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Copy Edit Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List 22 Laborious Steps – 2+ Hours
- 34. @HeidiBullock, #MKTGNation Replicating a Webinar Program with Marketo Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Email Invite 1 Email Invite 2 Email Invite 3 Email Confirmation Email Reminder Email Follow-up No Show Email Follow-up Attended Landing Page Register Landing Page Thank You Workflows List Clone Program-level fields 1. Webinar name 2. Webinar title 3. Speaker name 4. Speaker title 5. Webinar Description 6. Date 7. Time Push 8 Quick Steps – 3 Minutes
- 35. Page 35 @HeidiBullock, #MKTGNation 7. Personalize at Scale
- 36. Close
- 37. @HeidiBullock, #MKTGNation • Collaborate closely with sales • Develop a plan for both sales and marketing to execute • Create SLAs • Work closely with sales for coordinated outreach • Train reps on how to use tools and programs • Get feedback Sales and Marketing Alignment
- 38. @HeidiBullock, #MKTGNation 8. Provide flexible scoring model so you define success
- 39. @HeidiBullock, #MKTGNation • Prioritize Leads for Sales • Pass All Marketing Data Over Seamlessly • See How Sales is Following Up • Give Them Insight and Tools for Success Connect CRM with MAP
- 40. @HeidiBullock, #MKTGNation 9. Prioritize leads for sales
- 41. @HeidiBullock, #MKTGNation “Have you heard of Marketo?” vs. “Saw you stopped by our booth in New Orleans last month” Relevant Conversations Start with Relevant Information
- 42. @HeidiBullock, #MKTGNation Create Accountability (for Sales)
- 43. @HeidiBullock, #MKTGNation • Meet Frequently • Upcoming campaigns and reports • Analyze trends and results • Shadow Sales Calls • Inspire new content creation • Provide feedback • Lead quality • Campaign needs/ideas Partnering for Success Think about sales and marketing as one team
- 44. Measure
- 45. Page 45 @HeidiBullock, #MKTGNation Complete Analysis Channel Cost FT Opps Cost/FT Opp FT Pipeline FT Pipeline/Cost MT Opps Cost/MT Opp MT Pipeline MT Pipeline/Cost Days to Opp Content Syndication $2,759,296 285 $9,682 $15,681,555 6 216 $12,775 $13,321,197 5 115 Email - Sponsored $1,976,644 210 $9,413 $14,769,720 7 196 $10,085 $18,637,134 9 98 Live Events $1,652,304 116 $14,216 $6,268,524 4 118 $14,003 $5,304,563 3 107 Virtual Events $294,910 97 $3,040 $3,693,372 13 35 $8,426 $4,990,658 17 124 Webinars $495,695 110 $4,506 $1,707,090 3 196 $2,529 $10,444,562 21 99 PPC $1,829,315 267 $6,854 $14,902,411 8 238 $7,686 $12,204,289 7 87 Social $991,915 104 $9,538 $2,877,160 3 104 $9,538 $3,612,412 4 127 Website $0 320 $0 $22,737,280 N/A 450 $0 $32,176,800 N/A 74 Days to Opportunity Average time from lead entering database to opening opportunity
- 46. @HeidiBullock, #MKTGNation 10. Know what works Page FT Revenue MT Revenue Digital Advertising $410,000 $525,000 Field Events $320,000 $903,000 Content Syndication $525,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 47. Page 47 @HeidiBullock, #MKTGNation Account-Level Dashboard
- 48. Page 48 @HeidiBullock, #MKTGNation How am I doing in Target Accounts?
- 49. Section 3 – People and Other Things
- 50. @HeidiBullock, #MKTGNation These Conversations are Fun Wow, our engagement, NPS score have never looked better!Seriously, what the ##$%^ are they talking about? Head of sales Marketing team
- 51. @HeidiBullock, #MKTGNation • Speak the right language • Focus on what they care about – later stage, meetings • Pair team members up • Sit in deals • It’s your job to make sure marketing ‘gets it’ People Reminders
- 52. @HeidiBullock, #MKTGNation • Develop a plan for both sales and marketing to execute with shared incentives • Agree on SLAs, definitions, metrics • Coordinate outreach • Train reps on how to use tools and programs • Get feedback • Keep things simple and focused Process Reminders
- 53. @HeidiBullock, #MKTGNation Checks and balances Most things don’t work like this… you have to keep talking and checking on programs.
- 54. @HeidiBullock, #MKTGNation Ex: Keep an eye on scoring
- 55. Questions?
- 56. Thank You!
Editor's Notes
- Hi Everyone and thank you for joining us today for this exciting inside sales event! My name is Heidi Bullock and I am the GVP of Marketing here at Marketo – and today I will be going through a few tips you can leverage to make your business more effective – specifically in terms of driving revenue.
- And with that let’s get going!
- Challenges Key considerations Examples mapped to business stages
- You have a job to do – but it’s harder - WHY
- Challenge #1: It seems like you always need more qualified leads and of course pipeline! You need to drive more revenue and close deals faster! In general it may feel like more is being added to your plate.
- Challenge #2: With the added demands, you or your team may feel like you have more programs to build out – including webinars, emails, landing pages, etc. If you are trying to scale up your marketing efforts, this can take you --- or your team ----some time to get done and it can be very overwhelming.
- Challenge #3: You may have some disconnect with sales around what a lead is and when they are qualified. How can you ensure your marketing and sales teams are on the same page? This is even more important if you are doing account based marketing. How do you handle getting the best leads to sales at the right time? -- and lastly….
- Challenge #4: To ensure you get the budget you need to hit your goals and protect what you have - how do you prove and demonstrate the value of your marketing programs and show overall marketing ROI? You want to be able to answer the following questions? What is your top performing channel? What is your top performing program? What would you do with more budget? What program would you cut?
- Don’t worry! We’ve got this!
- processess
- It is critical to clearly define your shared revenue model. A good model will have: Agreed upon definitions and stages Clear service level agreements – slas – ex: a BDR or SDR has 8 business hours to follow up on an Act Now Incentives If you use Marketo – you can build this out
- Don’t start with tactics.
- Who are you selling to? What makes sense? To illustrate the point further. Let’s compare ABM to traditional B2B marketing. Traditional B2B marketing is often done in a broad reaching way – which you see depicted visually on the left side here. Most marketers try to get their word out….as far and wide as possible…. by leveraging a bunch of different marketing channels: from their website, to email to paid ads, earned media and on and on. And they try to put out as much content as possible across these channels: eBooks, whitepapers, videos, case studies, bylined articles and so on. That broad reaching approach describes most of the modern B2B marketing we see today. The hope for these marketers is that by casting a very wide net, as far and as wide as possible, and by putting out as much content as possible out the world, that it will act as a big huge marketing magnet and draw in a huge number of leads into your funnel. And of course, the more leads you have at the top of the funnel, the more wins you’ll generate at the bottom of the funnel. It’s all about going after a large swath of your buying market with a loud voice, and maximizing the volume of leads that go through the funnel. On the other hand, ABM is in many ways the opposite. It’s about getting all your resources - your program dollars AND your people (including your sales and marketing teams) - working together in a coordinated way to go after very specific accounts. It’s not about amplifying your voice across a wide swath of the market. It’s about taking a very direct approach to engage very specific target accounts.
- Measure at different time points.
- A frankenstack, a set of individual siloed tools an organization tries to make work together, is what you should try to avoid. A well constructed marketing stack has a CRM as the central hub – it’s where data is maintained and leveraged. Large enterprise organizations have ecosystems that are made up of more than just one platform. There may be a need for a CMS, CRM, and ecommerce platform just to name a few. What could be the norm in marketing technology now could change in the future. Depending on the organization type the needs change – some B2Cs need more robust ecommerce platforms while others don’t. The best way to avoid a frankenstack is to have a complete view of what your organization needs and wants to accomplish with the use of technology – without this an organization can mistakenly pick up one-off tools for specific tasks. Also, when both sales and marketing are aligned it decreases the chances of mistakenly purchasing tools that everyone doesn’t agree work best.
- focus on decisions that improve marketing. A key part of your planning process is to identify up-front what decisions you need to make to drive company profits, and then build your measurements to capture the right information. This means you should measure things not just because they are measurable – but rather because they will guide you towards the decisions you need to make to improve company profitability. Like the dashboard in your car, three to five metrics are all you really want. Think about the contrast with a dashboard in a 747 airplane --- there are so many measurements it’s hard to quickly ascertain the most important ones.
- technology
- With that as context, for today’s presentation, I am going to highlight where marketing automation can help you at different points in the marketing and sales funnel and how we can address some of those challenges in a more streamlined and effective way. Marketing automation can help you attract new prospects, engage them in a relevant manner until they are ready to buy - via channels like e-mail, social, mobile and web. For this presentation, let’s think about the funnel in 3 distinct areas: Attract: Drive more inbound traffic (SEO, Ad Bridge) Convert web visitors to leads (RTP) Engage: Right message, right person, right time (Segmentation, Dynamic Content, CEE) Accelerate the sales cycle (Scoring, Triggers) Close: Increase quality leads to sales (Alerts, MSI) Win more deals (Interesting Moments) And lastly with marketing automation you have the ability to measure and reiterated across each of these stages
- Ok! Let’s start at top of the funnel. The big question many of us ask at this stage – is how can I generate demand -- in a scalable way-- (and uses your budget most efficiently) – that creates leads that convert?
- So, where do you start? Your website is one of the first areas you want to spend time on and make sure it is optimized for lead generation.
- Goal #1 that marketing automation can help you with is increasing inbound traffic to your site! With Marketo, there are some helpful SEO capabilities I will touch on. You can quickly analyze your keyword rankings and those of your competitors so you can target areas of improvement. Recommends web and landing page optimizations to help search engines more effectively crawl and index your site 3. Identifies inbound link opportunities based on your targeted keywords and links to competitor sites.
- Another aspect of driving top of the funnel ---- is marketing to the anonymous visitors that visit your website. You have 0-8 seconds to persuade your audience with your headline and landing page – so you want to be as personal and relevant as possible.
- Now that you have people in your database, how do you further engage them and create a relationship until they are ready to buy?
- I am going to focus on a few key areas because of time, but I want to highlight the importance of engaging and nurturing prospects across multiple channels. Using solutions like marketing automation, makes this more scalable --- AND you can really understand which combination of channels and key programs are most effective. Now for most of us, email is a critical component of nurturing and one thing you want to make sure of is that you are sending the right email to the right person at the right time. To do that, we need to test. Cross-channel personalized engagement Select channels to meet your objectives Coordinate your story across channels Work closely with sales on outreach
- Talk about call now campaigns
- Through testing, you will know what works best for a particular buyer and segment. Once you know what type of emails and landing pages work well – you will want to do more of them. As we discussed earlier -- many of us have large goals and this often requires running more programs. Using marketing automation, specifically marketo, you have the ability to replicate a program in minutes. Let me walk through a quick example:
- ABM will not be successful if you try and do it on your own – you must involve sales
- Lead scoring is a methodology to rank leads to determine their sales readiness. Can score demographics – for example, for our business VP of Marketing = high likelihood to purchase, will be scored higher, student lower Other key element is behavior – what someone does – for example going to your pricing page or engaging with a high value later stage piece of content – score this highly
- camille
- At Marketo we have these in place and it is all automated. So when a lead becomes a lead, if after the first day they haven’t touched it, they get a nice incredibly friendly reminder. And you can see from this slides the reminders get less friendly. As you can imagine, there are very few leads that aren’t followed up within a 3-day period. And by the way, some leads are followed up much more quickly. Now, this may seem a bit harsh, but hey, that’s an SDR’s job. Their primary mission is to call and qualify our best leads and pass them to an AE if they think an opportunity exists. Act Now’s – 8 Business Hours +75 points Automatic MQL Reserved for high value activities (ie: visits pricing page 3x in a week) Contact Me – 8 Business Hours MQL – 12 Business Hours Touch Stages 1-4 – 2 Business Days Connected – 20 Business Days
- Jesssica Shadow calls Drive awareness for marketing* Collect market perceptions for content creation Feedback Marketing Sales *what I mean here is give marketing an inside look at what goes on in calls so that they can pivot as needed in content, training, battlecards, wtc
- Discover people that you don’t know from the account
- What do I measure? When do I measure? How do I connect
- Pair folks up
- ABM will not be successful if you try and do it on your own – you must involve sales
- Lead scoring Testing of programs Meetings with stakeholders – SDR team and Sales
- Now that you have people in your database, how do you further engage them and create a relationship until they are ready to buy?