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Sales and Marketing:The New Power Couple Has Arrived
Adam BlitzerGM, Sales Cloud, Salesforce
SAFE HARBOR
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or
if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the
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JU: flexible, giving, gentle
DO: system, path, philosophy
JUDO: flexible systemHeight: 2.01 meters
Weight: Unknown
Style: Crouching Tiger
Signature Move: The Flying
Marketer
Sponsors: Wife, son, Pardot
Coach: None needed
Eyes: Brooding
Judoka
Adam Blitzer
STATS
THE B2B PLAYBOOK IS BEING REWRITTEN
Marketing Sales
TODAY, B2B BUYERS FORGE THEIR OWN PATHS
Marketing
Sales
Marketing
Sales
6
Disconnected teams: Marketing and Sales silos
Disconnected tools: Fragmented, hard to access
and use
Disconnected story: No holistic view of buyer
makes insights elusive
MOST COMPANIES ARE STRUGGLING TO ADAPT
7
MARKETING AND SALES ARE LEFT FEELING LOST
of marketers are
struggling to personalize
customer interactions
of sales reps feel they do not
have the right information
before making a sales call
48% 42%
Source: Forrester Research, Lattice Engines/CSO Insights
8
68%
of companies have
not identified their
sales funnel
79%
of Marketing
leads are never
converted to
Sales
Only 46%
of reps win more
than half of
potential deals
10%
of revenue lost
per year due to
Sales and
Marketing
misalignment
Limited
Visibility
Poor Lead
Quality
Not Enough
Leads
Low Lead
Conversion
Missed
Revenue
Target
Source: Marketing Sherpa/Marketing Sherpa/TAS Group/IDC Group
THE COST OF BEING DISCONNECTED
SO, WHAT DOES THIS MEAN FOR MARKETING
AND SALES?
FIND OUT IN… A TALE OF TWO SUPERHEROS.
10
11
THREE SIMPLE STEPS TO WORLD DOMINATION
World
Domination
in
Three Simple
Steps
HAVE A PLAN GET SOME GADGETS USE THE BAT SIGNAL
12
SALES VS. MARKETING:
ROUND ONE
We missed our
target – we need
more air cover!
We send you tons
of leads. You just
aren’t closing them.
13
TODAY’S KPIs ARE OFTEN MISALIGNED
Show me the
money! Secret Lair
Social Media Strategy
SALES MARKETING
14
WHEN SALES & MARKETING AREN’T IN SYNC
Quick! Our funnel is
under attack!
Quantity over quality
Turf wars over attribution
Marketing is a cost center
Focus solely on more volume,
neglecting existing pipeline
15
A HAPPY AND HUMMING LIFECYCLE MODEL
Breaking down funnel
barriers means:
One scorecard for your
business
Content for each stage
A lead recycling model
Attention
Attraction
Acquisition
Engagement
Development
Retention
Advocacy
Win-Back
Marketing
16
BROKERING A PEACE TREATY
DEFINEMQLs and SQLs
together
ESTABLISHan SLA between teams
REVISIT Every quarter
Sales Marketing
What’s happening in the
trenches
Market research &
campaign data
17
TWO-FACTOR LEAD QUALIFICATION
Tracked behavior
Recency of engagement
Frequency of engagement
Content consumption
Geography
Industry
Company Size
Title
Interest Fit
MEANWHILE BACK AT THE SUPER
SECRET RENDEZVOUS POINT…
19
We need more
content. NOW!You never use it
anyway!SALES VS. MARKETING:
ROUND TWO
20
MOST CONTENT NEVER GETS USED
“70% of content created by B2B
marketing teams is never used by sales.”
No time to
search, need
to sell!
That’s because content
tends to be…
Hard to find
Stale
Persona-agnostic
Stage-agnostic
First-party
Source: SiriusDecisions
21
CREATE A CENTRAL REPOSITORY
One Stop
ShopFilter by
Type
Filter by
Topic
22
NURTURE YOUR SALES TEAM
23
CONTENT IS A TEAM SPORT
What’s happening in the
trenches
Market research &
campaign data
COLLECTideas from Sales.
MAPassets to your sales cycle.
MEASUREcontent performance.
Sales Marketing
LET’S CHECK IN ON OUR HEROS.
ARE THEY FEELING THE
ALIGNMENT YET?
25
You aren’t getting
leads to us fast
enough.
You don’t follow
up fast enough!SALES VS. MARKETING:
ROUND THREE
SPEED MATTERS!
-InsideSales.com
“35 - 50% of sales go to the vendor that
responds first.”
Source: InsideSales.com
27
WHY DON’T REPS FOLLOW UP?
Sales Says…
They don’t know a lead came in
They are away from their desk
They are working on more pressing,
“hot” leads
The lead was a bad fit
28
INTERRUPT YOUR REPS – THEY DON’T MIND!
Recency & context boosts
close rates.
Push alerts everywhere they work
Provide behavioral history
Activity notifications
Consider specialized teams
29
PUT THE POWER IN THEIR HANDS
Hand over the keys to the
Batmobile.
Provide customized templates
Give access to nurturing
campaigns
Let sales run reports
Enable collaboration
30
ATTACK FROM ALL ANGLES
What’s happening in the
trenches
Market research &
campaign data
ACTin the moment.
ENABLEwith marketing-approved
assets.
OPTIMIZEasset performance.
Sales Marketing
31
32
ALIGNMENT TRANSFORMS BUSINESSES
Pardot customers of all sizes see results at every stage of the sales funnel
+37%
in campaign
effectiveness
+34%
in marketing ROI
+34%
in revenue
Source: Salesforce Pardot Customer Relationship Survey conducted
February 2015 – March 2015 on 460+ customers randomly selected
+38%
in prospect
engagement
Q & A
THANK YOU