3 Powerful Marketing and Sales Alignment Strategies for Successful Business Outcomes

3 Powerful Marketing and Sales Alignment StrategiesFor driving successful business outcomes

January 13, 2017Heidi BullockGVP, Global MarketingMarketo

@HeidiBullock, #MKTGNation

@HeidiBullock, #MKTGNation

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Housekeeping

Topics

1. Challenges2. Key Considerations3. Technology4. People

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You have a job to do but it’s getting harder

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1. Need more qualified leads in the right accounts!

“I am so many qualified leads I could just retire right now!”

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2. Need to do more with less

We still have to build 10 more marketing programs

and don’t have Kate’s backfill…

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3. Marketing and Sales need alignment…but

We don’t always see things the same way

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4. ROI on your initiatives

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#Mood

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Don’t worry everyone…

Section 1 – Key Considerations

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#1: Define your Revenue Model with Stages and SLAs

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#2: Work back from your objective – don’t start with tacticsThe 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 oppC-level dinner Late 6 opps 2 oppExec meeting with dm Late 5 opps 3 oppTotal 20 9 opps

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Broad-Reach Marketing Account Based Marketing

#3: Map the Right Strategy to the Desired Outcome

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#4: Measure at Different Time PointsExample: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = 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

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#5: Be Thoughtful about your Technology

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#6: Have a Few Key Metrics and Iterate to Improve Results

vs.

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#7: There is no ‘I’ in Team

I missed my number dude. I don’t care if you generated 2000 MQLs.

Section 2 – Technology - Where Marketing Automation Can Help

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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…

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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

Attract

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Attract the right buyers/ right accounts

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1. Increase inbound traffic to your site

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2. Personalize experience for known and anonymous visitors

Visitors from UPS Visitors from Barclays

Using Web Personalization - increased opportunity stream from target accounts

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3. Target the Right Buyer / Right Account

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4. Test and Optimize Early

Engage

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Engage

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5. Keep Sales in the Loop Along the Way

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SDRs: Prioritize ABM Follow Up

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6. Scale programs for team efficiency

Clone Complete Programs

Track Costs and Tags for Measurement

Use “Tokens” To Parameterize

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Replicating a Webinar Program Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Copy EditEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

22 Laborious Steps – 2+ Hours

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Replicating a Webinar Program with MarketoEmail Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Email Invite 1Email Invite 2Email Invite 3Email ConfirmationEmail ReminderEmail Follow-up No ShowEmail Follow-up AttendedLanding Page RegisterLanding Page Thank YouWorkflowsList

Clone

Program-level fields

1. Webinar name2. Webinar title3. Speaker name4. Speaker title5. Webinar Description6. Date7. Time

Push

8 Quick Steps – 3 Minutes

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7. Personalize at Scale

Close

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• 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

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8. Provide flexible scoring model so you define success

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• 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

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9. Prioritize leads for sales

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“Have you heard of Marketo?” vs. “Saw you stopped by our booth in New Orleans last month”

Relevant Conversations Start with Relevant Information

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Create Accountability (for Sales)

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• 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 SuccessThink about sales and marketing as one team

Measure

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Complete AnalysisChannel Cost FT

OppsCost/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 OpportunityAverage time from lead entering database to opening opportunity

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10. Know what works

Page FT Revenue MT RevenueDigital Advertising $410,000 $525,000Field Events $320,000 $903,000Content Syndication $525,000 $117,000

More efficient at pushing leads through funnel

More efficient at acquiring the right leads

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Account-Level Dashboard

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How am I doing in Target Accounts?

Section 3 – People and Other Things

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These Conversations are FunWow, our

engagement, NPS score have never

looked better!Seriously, what the ##$%^ are

they talking about?

Head of sales

Marketing team

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• 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

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• 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

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Checks and balances

Most things don’t work like this… you have to keep talking and checking on programs.

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Ex: Keep an eye on scoring

Questions?

Thank You!