How marketing automation can strengthen sales and marketing alliance

How Marketing Automation CanStrengthen the Sales & Marketing Alliance

Larry Fleischman, Director of Marketing, Televerde

Who We Are…

• B2B outsourced demand

creation agency• High-tech specialty• Identify and nurture net new sales oppty’s• Integrated approach – “Category of One”

Generation of $2 billion in new

sales revenue for clients over past 15 years.

Some Stats…

• 15 years of accumulated data,

insight and best practices• Engagements with 1,200+ clients• Design & implement 650 campaigns

annually• Workforce of 350 in 5 Knowledge Centers

Alignment of Televerde CompetenciesWith the Integrated Approach

Data & Insight

Data & InsightData & Insight

Open Opportunity Analysis

Sales Support & Optimization

Nurture

Go-to-MarketStrategy

Data Analysis,Maintenance &Management

MarketResearch &Analysis

DemandCreation &Discovery

SQLCustomer Satisfaction & Loyalty

Closed-Won Opportunity Analysis

Closed-Lost Opportunity Analysis

MQL

SAL

Research

Market/Territory ProfilingAccount Profiling Competitor ProfilingOpportunity AnalysisCustomer Sat & Loyalty

Exactus Data

Data Gap AnalysisData RemediationData ManagementData Products

Specialty Marketing

Content DevelopmentEmail Design & SendsEvent ManagementWeb DevelopmentWeb ChatWebinar ProductionDirect Mail

Integrated Nurture

Program DesignData ManagementMonitoring & ScoringContent DevelopmentIntegration w/Dialogue

Dialogue-Based

Lead GenerationLead QualificationAppointment-SettingEvent RecruitmentDirect SalesIntegrated NurtureSales SupportOpportunity AnalysisCustomer Sat /Loyalty

Reporting

Campaign PerformanceBusiness Reviews Program AnalysisWeb-Based Portal

Four-Phase Approach:1. Strategy & Planning2. Create, Discover, Convert, Accelerate3. Nurture, Support, Assess4. Analyze & Refine

Life Before Marketing Automation

Is it possible that an agency specializing in salesand marketing could experience its own “Gap”?(A little embarrassing, but… Yes.)

• One-dimensional lead intelligence and “scoring” model• Anecdotal, one-way (sales to marketing) information push• Less than desirable long-term lead accountability• No tracking of inbound web inquiries and behavior• Lead waste, lost revenue, lack of ongoing engagement• Sales and marketing had one (wrong) thing in common:

A one-way view of the world (seller’s vs. buyer’s journey)• Bottom line: Unnecessary frustration

Life During Marketing Automation

MAT forced a new view –Buyer & Seller Journey Alignment

Which begat a requirement – Sales & Marketing Alignment

The transformation:• Multi-dimensional sources of data & insight• Bi-directional information exchange vs. push• Systematic approach for ongoing lead engagement • Integrating digital insight with dialogue insight • Well-timed, relevant touches• Far less frustration – much more happiness

Keys to Successful Communication

The Checklist:• Understand each other’s mindsets and needs• Create a framework for ongoing dialogue & feedback• Align Sales & Marketing SLA• Demonstrate value of MAT to each other• Collaborate on flows, content and scoring• Collaborate on program development by account, by market,

by product

Keys to Successful Lead Follow-Up

The Checklist:• Embed a lead follow-up plan into the SLA• Establish accountability and monitor it• Design a “flight-check” process• Integrate human touch to validate, accelerate and correct• Establish the flow:

Early (educate) Mid (solution) Late (selection)

• Close the loop to leave no opportunity behind

Keys to Successful Scoring Structure

The Checklist:• Score, analyze, adjust model• Scores are multi-dimensional• Monitor, analyze, re-score• Customize thresholds by campaign and objective• Aggregate “corporate score” for multiple contacts in same

organization

Keys to Successful Sales Feedback

The Checklist:

• Build a systematic approach• Cross-pollinate – discuss at Sales meetings• Meet 1:1 with sales reps• Listen, learn, adjust – be open-minded

If your mother says “I love you!” check it out!(Chicago City News Bureau)

For More Info…

Televerde+1 480-517-6137

info@televerde.com

www.televerde.com