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5 Steps to Drive Sales and Marketing Alignment Presentation by Colleen Langevin, Vice President of Marketing, Enterprise Solutions Group, Dell (formerly of Iron Mountain)
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THE END OF THE MARKETING LEAD HOW TO DRIVE SALES & MARKETING ALIGNMENT
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LL
Standardized on CVI and Lead-to- Revenue
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Marketing focusing on leads, not revenue
Show me the money your leads are
bringing!
Marketing is not aligned to how we sell
Sales has no skin in the game of our marketing plans
Sales was a spectator of Marketing programs
Thousands of leads untouched or lost
No common lead language
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Demand Generation
Inside Sales
Outside Sales
Consistent across Iron Mountain
Structured lead passing
between groups
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Collaboratively determined by
segment leaders
Vary by business segment
Approved by management
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