1. Aligning Sales & Marketing to
Increase Revenue
#AOWEB

2. Today’s Presenters
Chris Hardeman Janelle Johnson
Senior Director, Sales Manager, Marketing
@cchardeman Operations
@janelle_johnson

3. Utilizing sales and marketing
metrics

4. Sales Measurements
Revenue / quota attainment
Forecast accuracy
New opportunities added
Online demos
Selling time
Time spent prospecting
Number of calls

5. Marketing Measurements
Individual Campaigns
• Email Open/Click Rates
• Form Views vs Submissions
• Campaign ROI
• Website visitors
• Activity by Day of Week
Overall Marketing Goals
• Leads created in a quarter
• Leads to opportunities
• Pipeline progression of leads
• Cost per lead by tactic
• Leads needed to hit revenue goal

6. Identify sales-qualified leads

7. Impact of Scoring
Prioritizing hot leads improves close
rates and ensures timely response to
ready buyers
#AOWEB

8. Impact of Scoring
According to MarketingSherpa, the average
lead generation ROI for organizations using
a lead scoring process is 138%
in comparison to 78% for those who
weren’t using a lead scoring process.
#AOWEB

9. The Funnel
Word of
mouth
• Top of funnel:
Marketing
Marketing
• Middle of funnel:
Lead qualification
Raw leads
Lead
• Bottom of funnel: Qualified leads Qual
Sales team
Sales
prospects Sales
#AOWEB

10. Communication & team building

11. Tips to Enhance Communication
• Be a single team,
focused on
revenue generation
• Attend each other’s
meetings
• Provide weekly
lead updates
• Listen to what’s
happening on the
sales floor

12. Tactics

13. Sales vs Marketing Messaging

14. Multi-touch Campaign
Step Overview
1 Call scripts and campaign materials sent to sales team
2 Marketing sends initial email
3 Call and send e-mail #1
4 Wait 24 Hours
5 If no response to first e-mail/v-mail effort
Call and send e-mail #2
6 Wait 48 Hours
7 If no response to 1st & 2nd e-mail/v-mail efforts –
Call and send e-mail #3
8 Wait 48 Hours
9 If no response to 1st ,2nd and 3rd e-mail/v-mail efforts –
Call and e-mail #4

15. Q&A

16. Ready to Learn More?
Sign up for a demo:
actonsoftware.com
blog.actonsoftware.com
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: sales@act-on.net