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Sales and Marketing Alignment

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Sales and Marketing Alignment

  1. 1. HOW TO B R IDGE THE GA P The SALES and MARKETING C O N F L I C T
  2. 2. HELLO! My Name is Enoch I am the CEO of The SMarketers 12 Years of Sales and Marketing Experience Currently helping companies solve sales and marketing challenges and align teams. Our Website Is Currently Under Development HYDERABADI
  3. 3. Highly aligned organizations achieved an average of 32% annual revenue growth - while less well-aligned companies reported an average 7% decline in revenue. - Aberdeen ” “
  4. 4. OVERHEARD IN SALES • All the leads suck • We don’t get enough leads • None of the leads close • Marketing is a waste of money
  5. 5. OVERHEARD IN MARKETING • Sales don’t follow up on Leads • Sales don’t tell us about their challenges • Sales are way overpaid • Sales takes all the credit but none of the blame
  6. 6. COMPANIES RELY ON • Inside Sales = Lead Generation • Marketing = Lead Generation • Sales = Closures
  7. 7. THE COMBINATIONS • Inside Sales + Sales • Inside Sales + Marketing + Sales • Marketing + Sales
  8. 8. THE CHALLENGE • Inside Sales + Sales ✓Inside Sales + Marketing + Sales ✓Marketing + Sales
  9. 9. SALES Vs MARKETING?
  10. 10. SALES AND MARKETING ALIGNMENT • Improve Communication • Filter and score leads • Grow top of the funnel • Nurture premature leads • Put an SLA in place • Constantly Analyse
  11. 11. Sales + Marketing = SMarketing THE ALIGNMENT
  12. 12. Aligned organizations achieved an average of 32% annual revenue growth while less aligned companies reported an average 7% decline in revenue – Forrester Research B2B organizations with tightly aligned sales and marketing operations achieved 24% faster growth and 27% faster profit growth over a three year period – Sirius Decisions ” “ ” “
  13. 13. SALES AND MARKETING ALIGNMENT STATS
  14. 14. SMARKETING COMMUNICATION • Meet and Discuss Frequently • Ensure sales and marketing discuss challenges • Sit close to each other • Discuss at multiple levels, not VP to VP • Agree on terminology • Use data to communicate
  15. 15. USAGE OF TERMINOLOGY • What is a lead? • What is a sales qualified lead? • What is an opportunity?
  16. 16. EXAMPLE TERMINOLOGY • A Sales Qualified Lead • Accurate contact information • Demonstrated interest in our company • Over $50m in revenue • Company based in North America
  17. 17. PROVIDE MORE LEAD INFORMATION • Give sales a more complete picture • Show the activity on each lead • Customize follow-up activity
  18. 18. ESTABLISH AN SLA
  19. 19. SET AN SLA IN PLACE • Agree on Terminology and Metrics • Sales Goals (Revenue) and Marketing Goals (MQLs) • Report to each other
  20. 20. MARKETING SLA’S • How many leads does a sales person need to achieve quota? • How many leads does a sales rep need to keep him 100% occupied?
  21. 21. SALES SLA’S • How many call/email attempts should sales make for every lead of a certain quality to not waste leads? • With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
  22. 22. EXAMPLE SLA’S • Marketing will deliver 100 sales qualified leads per sales rep per month. • Sales will make 1 follow-up attempt in 24 hours, with 5 attempts in 14 days.
  23. 23. MEASURE PROGRESS DAILY
  24. 24. MEASURE PROGRESS DAILY
  25. 25. WHAT ARE YOUR LEAD GOALS • Lead becomes opportunity? • Lead closes? • Lead becomes happy customer? • Lead becomes high value customer?
  26. 26. GROW YOUR TOP OF THE FUNNEL
  27. 27. MORE LEADS FIXES EVERY THING • If you can grade and filter leads, getting more leads is always better. • More leads to sales for more volume or • Tighten filters to improve quality
  28. 28. GROWING 20% IS ACTUALLY SHRINKING • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
  29. 29. GROWING 20% IS ACTUALLY SHRINKING • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
  30. 30. GROWING 20% IS ACTUALLY SHRINKING • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
  31. 31. INCREASE INBOUND MARKETING GET FOUND CONVERT Search Engines Blogs Social Media
  32. 32. WHAT TO PUBLISH • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  33. 33. BLOGGING ATTRACTS MORE VISITORS
  34. 34. REDUCED COST PER LEAD
  35. 35. SEGMENT YOUR LEADS • Send more personalized messages and offers to different groups • Use each segment appropriately • What is your goal for each segment of your list?
  36. 36. LEAD NURTURING GOALS • You have the contact info, goal is to move toward a sale • Educate – build trust • Close – move closer to a sale
  37. 37. TRADITIONAL MARKETING • Problems: • Duplicate leads • Limited lead information • No feedback from sales MARKETING SALES
  38. 38. TRADITIONAL MARKETING • Problems: • Duplicate leads • Limited lead information • No feedback from sales MARKETING SALES
  39. 39. CLOSING THE LOOP • Contact info & status updates • Closed loop data to analyze MARKETING SALES • Remove duplicate leads • Import to CRM • Lead intelligence
  40. 40. CLOSED LOOP • Improve Marketing • Increase lead quality • Learn which marketing programs are working and which aren’t • Increase marketing ROI • Improve Sales • Help sales prioritize leads • Help sales make warmer calls • Increase sales close rate • Increase sales ROI
  41. 41. CLOSED LOOP MEASUREMENT • Track leads all the way through sales • Tie website visitors to closed deals • Tie closed deals to lead sources or campaigns
  42. 42. MEASURE YOUR LEAD FUNNEL
  43. 43. ANALYSE EACH CHANNEL 2015 2015 2015 2015
  44. 44. GROW YOUR BUSINESS

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