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In many organizations, it's the classic divide: sales in one corner and marketing in another. Join us to hear how companies have successfully bridged that gap and now benefit from greater alignment between these two key departments. Leave with actionable ideas for how sales and marketing can better collaborate and establish mutual transparency for lead generation, campaign priorities, and success.
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Bridging the Gap: VP Sales and VP Marketing
Marketing Professionals
Nate Skinner: salesforce.comStacey Epstein: ServiceMaxScott Berg: ServiceMaxTricia Reilly: VMWare
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Sales & Marketing on the Same Page
How is Success Defined? – Lead Volume?
– Conversion Rates?
– Pipeline?
– Closed Revenue?
What drives mutual Success?
What Is a Salesforce Opportunity?
There is an active, legitimate CRM evaluation and
Timeframe for decision is within 0-60 Days and
Decision Maker(s) have been identified and
Prospect is comfortable with salesforce.com pricing and
Prospect is interested in a Next Step w/ an AE, i.e.,– Price Quote
– A Demo
– References
A Lead should be converted once the following is confirmed:
Stacey Epstein
VP Marketing, ServiceMax
The Sales & Marketing Dialogue
Sales can’t stay on
message
The leads suck!
We need better
marketing!
We’re out branded!
Sales can’t close!
Marketing gets no credit
Resolve the Conflict…
Good Marketing Doesn’t Matter…
Sales matters Define marketing success in sales terms
– Take responsibility for the sales number, not just lead targets
– Measure your success based on sales results
– Measure your team based on what sales says
Lose your ego
Win together
YOU are in Sales – Get IN the Game!
Go on sales calls!!
Spend your time with sales/customers, not marketing
Have a weekly leads/pipeline/revenue meeting with
sales leadership
Make your team do the same
Sales is about People, Not a Market
“Salespeople feel they must translate what they see as
marketing's theoretical arguments into a practical message”*
Step 1: Identify Customer Decision-Making Politics
Step 2: Determine Sales Cycle Turning Points
Step 3: Conduct a True Win-Loss Analysis
Step 4: Perform a Marketing Tools Audit
*Why Sales and Marketing Are at Odds — or Even War – Harvard Business Review, 9/29/20
Set Marketing Targets Based on Sales Goals
Collaborate with Sales
Make assumptions– How much pipeline to hit target?
– How many leads to create pipeline?
– Cost per lead?
– Cost per opp?
– Conversion rates?
– ASP?
Constantly measure assumptions
Revise the plan
Demand Gen Model
Based on Revenue Targets
Sales Development
Where marketing meets sales
Do they report to sales or marketing?
How do you ensure Quality of Opps?
What is the Criteria for converting a Lead?
How does the AE validate an Opportunity so that the
Lead Gen Rep gets credit?
Alignment is the ANSWER
Alignment in Salesforce
Publish a marketing dashboard
Know your pipeline goals
Measure conversions
Chatter– Follow opportunities in Chatter
– Pay attention to what reps are asking for in Chatter
Attend forecast calls
MAKE SURE REPS PUT THEIR CONTACTS IN Salesforce
Track customer references
Shared Marketing Dashboard
Click here to add bullets
Gold
Scott Berg
VP Sales, ServiceMax
VP of Sales Metrics that Matter
New Opportunities Created Per Month– By lead source (quantity vs amount)
– Outbound vs Inbound
Total Pipeline Per Rep. (3x 6-month quota)– Even distribution
– Pipeline leading recruiting
New Leads vs Target
Average Opportunity Size
Days to Close
VP of Sales Metrics that Matter
VP of Sales Metrics that Matter
VP of Sales Process and Monitoring
Weekly lead progress review– Lead source mix (quantity and value)
– Return on investment (cost per lead)
Monthly Sales Development review– New opportunities created
– Lead sources and messages that work
Quarterly review : assumptions vs results– ASP
– Days to Close
– Lead Conversion rate
VP of Sales Process and Monitoring
Tricia Reilly
SpringSource,
a division of VMWare
My Top 5 Operational Tips
Ensure reps have proper training
Create shortcuts to incent the ‘right’ behavior
Share relevant marketing info in Salesforce
Regularly audit layouts
Leverage dashboards to keep everyone honest
Ensure Everyone is Trained
Sales Needs to Know
How to create Views
Outlook Integration
How to execute Mass Email
How to run reports
Naming conventions for Opptys
How to tie Contacts to Opptys
How to associate Opptys to
Campaigns
Marketing Needs to Know
How to create Campaign
Dashboards
How to create Email Templates
How to run reports
Naming conventions for
Campaigns
Training Drives Adoption Which Makes It All Possible!
Create Shortcuts to Incent the Right Behavior
Automatically Sets Date, Assigned To, Type, Status
Share ‘Relevant’ Marketing Insights
Relevant = Actionable, Timely, Easily Accessible
Share Relevant Marketing Insights (cont’d)
Leverage Integrated Marketing Automation software
Email alerts when a Target Account contact is on the
website
Schedule tasks for a Rep when a lead downloads a
Free Trial
Don’t include EVERY marketing touch in their Activity
Log
Regularly Audit Page Layouts
Do as I say…
Regularly Audit Page Layouts
Use different layouts for different roles– Just because Marketing needs to report on something, doesn’t
mean that sales needs to see it
Regularly run reports to see how often a field is being
used– Fields tend to have a lifetime. When they’re no longer used,
remove them from view.
A clean layout drives adoption and encourages reps to
complete the fields you NEED.
Dashboards to Keep Everyone Honest
Q&A Panel
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