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Aligning Sales and Marketing
Vidyard
PRESENTERS
• Joe Gelata
– Demand Generation & Revenue Operations
• Amar Chahal
– Insights & Growth Hacker
VIDYARD THE COMPANY
• B2B SaaS
• 10-15% monthly growth
• 100 employees by end 2015
• Pardot + Salesforce + Full Circle
• T...
VIDYARD THE PLATFORM
• Video Marketing Platform
• Encoding + Hosting + Player
– CTA’s, Lead Capture, Sharing
• Video Analy...
MARKETING & SALES
ALIGNMENT
• Universal challenge that grows with size
• Separate activities will always create silos
BAND-AIDS
• CEO aligns VP Marketing and VP Sales
• CRO manages Marketing & Sales
• Problem:
– Only high-level alignment
MARKETING & SALES GLUE
• Treat as one function with multiple
steps (Smarketing)
• Low-level processes are linked
• Visibil...
REVENUE OPERATIONS
• One group across
the entire revenue
engine
• Manages processes
and systems that
optimize revenue
gene...
INSIGHTS
• Funnel insights driven by Full
Circle
• Visibility and transparency across
the entire funnel
• One view of mark...
PUTTING IT INTO ACTION 1
• Waterfall report revealed 50% MQL to SAL
rate
• Drill down by campaign showed it was due
to lac...
• Waterfall report revealed 50% MQL to SAL
rate
• Drill down by campaign showed it was due
to lack of data
• Kicking off ‘...
PUTTING IT INTO ACTION 2
• Waterfall report also revealed low SAL to SQL rate
for SDR team
• Drill down into Status Reason...
PUTTING IT INTO ACTION 2
• Waterfall report also revealed low SAL to SQL rate
for SDR team
• Drill down into Status Reason...
WHAT’S NEXT
Volume
ROI
Conversions
Velocity
Q&A
Próxima SlideShare
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Aligning Sales and Marketing, Joe Gelata – Director of Demand Generation & Amar Chahal - Growth Hacker, Vidyard

Vidyard's story of using Full Circle CRM and Salesforce to align sales and marketing (smarketing) by creating a joint operations team called revenue operations.

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Aligning Sales and Marketing, Joe Gelata – Director of Demand Generation & Amar Chahal - Growth Hacker, Vidyard

  1. 1. Aligning Sales and Marketing Vidyard
  2. 2. PRESENTERS • Joe Gelata – Demand Generation & Revenue Operations • Amar Chahal – Insights & Growth Hacker
  3. 3. VIDYARD THE COMPANY • B2B SaaS • 10-15% monthly growth • 100 employees by end 2015 • Pardot + Salesforce + Full Circle • Truly metrics driven
  4. 4. VIDYARD THE PLATFORM • Video Marketing Platform • Encoding + Hosting + Player – CTA’s, Lead Capture, Sharing • Video Analytics • CRM & MAP Integration – Salesforce, Pardot, Eloqua, Marketo, Act-On • Close loop between views and revenue
  5. 5. MARKETING & SALES ALIGNMENT • Universal challenge that grows with size • Separate activities will always create silos
  6. 6. BAND-AIDS • CEO aligns VP Marketing and VP Sales • CRO manages Marketing & Sales • Problem: – Only high-level alignment
  7. 7. MARKETING & SALES GLUE • Treat as one function with multiple steps (Smarketing) • Low-level processes are linked • Visibility is key • Revenue Operations
  8. 8. REVENUE OPERATIONS • One group across the entire revenue engine • Manages processes and systems that optimize revenue generation Insight Process Development Implementation Enablement
  9. 9. INSIGHTS • Funnel insights driven by Full Circle • Visibility and transparency across the entire funnel • One view of marketing and sales • Links marketing inputs to sales outputs
  10. 10. PUTTING IT INTO ACTION 1 • Waterfall report revealed 50% MQL to SAL rate • Drill down by campaign showed it was due to lack of data • Kicking off ‘Smart Form’ project to enrich form data
  11. 11. • Waterfall report revealed 50% MQL to SAL rate • Drill down by campaign showed it was due to lack of data • Kicking off ‘Smart Form’ project to enrich form data PUTTING IT INTO ACTION 1
  12. 12. PUTTING IT INTO ACTION 2 • Waterfall report also revealed low SAL to SQL rate for SDR team • Drill down into Status Reason showed difficulty connecting via phone • Kicked off projects to increase connects – Increased required dial attempts – Implementing phone system with area-code ghosting – Analyzing optimal calling times & scheduling accordingly
  13. 13. PUTTING IT INTO ACTION 2 • Waterfall report also revealed low SAL to SQL rate for SDR team • Drill down into Status Reason showed difficulty connecting via phone • Kicked off projects to increase connects – Increased required dial attempts – Implementing phone system with area-code ghosting – Analyzing optimal calling times & scheduling accordingly
  14. 14. WHAT’S NEXT Volume ROI Conversions Velocity
  15. 15. Q&A

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