Presentation delivered on Day 1 of the 3 Day Sales Summit hosted by BrightTalk. The 9 presentations delivered over the 3 days is being delivered by me and my colleagues from The Sales Expert Channel.

1. Achieve Account-Based Selling
Goals Solving the Alignment
Dilemma
Barbara Giamanco, Social Centered Selling

2. Barbara Giamanco is CEO of Social Centered Selling and
host of the Conversations with Women in Sales podcast.
Barb and her team can help your company and sales
organization adapt to today’s modern buyer, amplify
your brand and message, improve demand and lead
generation and increase revenue.
Committed to excellence in selling, Barb contributes her
expertise and content to the Sales Experts Channel, Top
Sales World, Women Sales Pros and through her blog
and podcasts.
Barb was recognized by Tenfold as one of the
world's Top 65 Women Business Influencers alongside
leaders like Arianna Huffington, Sheryl Sandberg, and
Melinda Gates.
Visit www.scs-connect.com www.barbaragiamanco.com
www.twitter.com/barbaragiamanco
www.linkedin.com/in/barbaragiamanco

3. The Sales
Experts’
Sales
Summit
August 7: Sales and Marketing Alignment
Barbara Giamanco: Achieve Account-Based Selling
Goals
Barbara Weaver Smith: Grow an Enterprise
Account
Lisa Dennis: Pulling A Value Prop into Sales
Messaging
Don’t miss this series—live or on demand!

4. Today’s conversation
• Why experience matters
• The why of alignment
• Current challenges
• Opportunities
• Actions to take now

5. Misalignment
between sales
and marketing is
an age old
problem…
And solving the
problem has
never been more
important!

6. Experience
matters

7. The sales experience
begins with the very first
interaction with a buyer
and continues throughout
the decision-making
process and beyond.

8. By 2020 customer
experience will
overtake price &
product as the key
brand differentiator
according to the
Walker 2020
Customers Report.

9. ROI is the
alignment why

10. Alignment
drives
revenue and
performance.
Aligning sales and marketing also leads to 38%
higher sales win rates (source:
MarketingProfs).
Sales and marketing alignment can help your
company become 67% better at closing
deals (source: Marketo).
Companies with “dynamic, adaptable sales and
marketing processes” report an average of 10%
more sales people on-quota compared to other
companies (source: CSO Insights).

11. The bad
news?
There is still a
disconnect.
Companies with poor sales and marketing
alignment have a 4% revenue
decline (source: Aberdeen Research Group)
Only 8% of companies have strong alignment
between their sales and marketing
departments (source: Forrester Research).
B2B companies’ inability to align sales and
marketing teams around the right processes
and technologies costs 10% or more of
revenue per year (source: IDC).

12. Account based strategies are
popular but cannot work
without interdepartmental
alignment.

13. Account-based selling is a multi-channel sales
strategy which targets high value companies
based on an ideal customer profile. An Account-
based model predicts the organizations who
have the highest propensity to buy. A successful
strategy requires that sales, marketing and
customer success align to allocate resources to
highly targeted accounts.
Account-based marketing (ABM), also known as
key account marketing, is a strategic approach to
business marketing
based on account awareness in which an
organization considers and communicates with
individual prospect or customer accounts as
markets of one.

14. Recent Research
on the State of
Alignment

15. Biggest challenges
• Lack of accurate/shared data on target customer
• Communication
• Misaligned metrics and measurement
• Processes broken or not working
• Lack of accountability on both sides
• Reporting

16. Lack of accurate data
• Jointly clarify the ideal customer
profile
• Create and implement a data
strategy agreed on by
marketing/sales
• Current
• Complete
• Actionable
• Strive for consistent data
collection versus manual or ad hoc

17. Communication Sales Wants
• More & better quality
leads
• Stronger brand
awareness
• Sales collateral that’s
relevant
• Alignment on targeted
prospects
Marketing Wants
• Use systems consistently
• Follow up leads provided
• Campaign feedback
• Alignment on prospect
targets
• Use tools and messaging
provided

18. Improvement
opportunities
• Be proactive and communicate early and
often
• Insist on transparency from both camps
• Suggest solutions rather than questioning
or criticizing
• Solicit feedback from all team members
• Seek first to understand… always listen first
• Hold regular brainstorming sessions with
both sales and marketing

19. Misaligned
metrics and
measurement
Sales is focused on quota attainment
Moving opportunities through the pipeline
more quickly
Closing deals
Marketing is focused on top of funnel to
nurture/generate leads
Brand building activities
Campaigns

20. Improvement opportunities
Sales and marketing measured on similar activities
• Revenue impact
• Pipeline
• Lead quality and quantity
• Renewals and retention
• New business
• Product upsell
• Customer experience

21. Broken processes
Sales and marketing do not meet together
enough to…
• Discuss pipeline
• Define qualified/quality lead criteria
• Clearly define ideal customer profile
• Discuss/adapt/implement content and
collateral hand-off strategies
• Brand and customer experience

22. Lack of accountability
28% of sellers say they can do marketing’s job better
23% of marketers say they can do a better job selling
Marketing complains that sellers only chase deals
Sales thinks marketing just does events
Marketing thinks sales bullies them and doesn’t listen
Sales think marketing is not in touch with reality and measures nothing important
Oh really? See the problem?

23. Improve reporting
• Meet regularly
• Agree on most relevant reporting
• Use reporting provided to make
better decisions
• Adapt reporting as needed –
don’t just report to report

24. Summing it up…
• One team isn’t more important than the other
• Sales and marketing need each other to
succeed
• Working together means meeting often
• Gather feedback often
• Listen before criticizing
• Agree on customer profile, lead definitions,
reporting needed and more
• Proactively communicate, communicate,
communicate

25. Questions?

26. Don’t miss these summit
presentations today!
• Grow an Enterprise Account: 10 Steps to Collaborate on a
Campaign
• 1:00 PM Eastern or on-demand later
• Speaker: Barbara Weaver Smith, CEO The Whale
Hunters
• Pulling a Value Prop into Sales Messaging
• 5:00 PM Eastern or on-demand later
• Speaker: Lisa Dennis, President Knowledgence
Associates
Find the sessions here:
https://www.brighttalk.com/summit/4107-building-an-
account-based-sales-strategy/sales-marketing-
alignment/

27. Barbara Giamanco, Podcast Host
CEO Social Centered Selling
+1-404-647-4925
barbara.giamanco@scs-connect.com
www.linkedin.com/in/barbaragiamanco
www.twitter.com/barbaragiamanco
www.scs-connect.com
www.womeninsaleshub.com
Blog: www.barbaragiamanco.com
Conversations with Women in Sales Podcast - on
iTunes, Sticher, Spotify, Google Play and on the blog
©Copyright 2018 – Barbara Giamanco
Images licensed through iStock Photo, Adobe Stock and
Deposit Photos.