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Eastern Region User Conference
June 6, 2014
RAPID FIRE SESSION
CONVERT PRESENTED BY:
ANGIE ANDERSON, STARSHOT
RYAN PORTER, ACT-ON
Who Are We?
Marketing
Most companies are
structured
to create this divide!
VS Sales
Sales and Marketing Alignment
• What is a lead?
• So then what is Marketing Qualified lead?
• And a Sales Qualified lead?
• Why do we differentiate leads?
Has This Happened to You?
The Problem Today
“On average, 73% of all leads generated will not be qualified
and ready for sales at time of initial conversation.”
– Marketing Sherpa B2B Benchmark Survey 2012
0%
50%
100%
Yes No
Do you send all leads that respond to marketing campaigns directly to sales?
Fewer than 100 employees
100 to 1000 employees
More than 1000 employees
It Has to Change!
“… organizations that have tightly integrated
marketing and sales around the shared task
of demand creation close between two
and seven times the number of deals
of those that do not.”
- Sirius Decisions
Imagine if…
FY 12 FY 13 FY 14 FY 11
The Proof
ROI is calculated on opportunities generated by Starshot-executed programs that have reached 20%
or more qualified and all cost of Starshot’s services
120
100
80
60
40
20
Timeline
13.6 19.5 20.7
107.9
ROI
The Fact is …
The ONE thing both
Marketing & Sales cannot do without
Revenue
The GOAL
So we can all play
nice in the
sandbox again!
Thank You
Angie Anderson
Practice Lead, Demand
Ryan Porter
Director of Sales
