You've Got a Friend in Me: How to Drive Efficient Growth With Sales and Marketing Alignment with UserGems
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Trinity Nguyen, VP of Marketing @ UserGems Christian Kletzl, CEO & Co-founder @ UserGems Tighter budgets and higher targets are causing pipeline anxiety for companies everywhere, and sales and marketing alignment has never been more important. Unfortunately, it’s not always smooth sailing. This session will explore how to overcome conflicting priorities and limited resources to build efficient growth channels to hit your revenue goals. You’ll hear insights from Tammy Sexton, Chief Revenue Officer at Skyflow, and Trinity Nguyen, VP of Marketing at UserGems.
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You've Got a Friend in Me: How to Drive Efficient Growth With Sales and Marketing Alignment with UserGems
- 1. Christian Kletzl CEO & Co-founder UserGems Trinity Nguyen VP of Marketing UserGems You’ve Got a Friend in Me: How to Drive Efficient Growth with Sales & Marketing Alignment 1
- 2. 2 What does “revenue alignment” mean to you?
- 3. Three practical tips to align and drive growth Go after the best buyers, together ● Same accounts ● Same buying committees ● Prioritize warmest buyers
- 4. Three practical tips to align and drive growth Go after the best buyers, together ● Same accounts ● Same buying committees ● Prioritize warmest buyers Surround prospects ● Prospecting: email, social media, calling, gifting,... ● Marketing: to be seen “everywhere”
- 5. Three practical tips to align and drive growth Go after the best buyers, together ● Same accounts ● Same buying committees ● Prioritize warmest buyers Surround prospects ● Prospecting: email, social media, calling, gifting,... ● Marketing: to be seen “everywhere” Align early on attribution ● Definition & how to measure ● Incentivize the right behaviors
Notas del editor
- Slide 1 Trinity Intro & UserGems Intro We are a pipeline generation software that relieves ambitious revenue teams with pipeline anxiety so they can achieve their aggressive revenue targets, by automating repeat business and powering ABM execution and orchestration. Tammy Intro & Skyflow Intro Tammy (answer here): Presentation Intro (Trinity) In this 10 minute session, Tammy and I will talk about “revenue alignment” and tactics we’ve used to create successful alignment at UserGems, Skyflow, and in our past roles.
- Question 1 (Trinity): Everyone talks about “revenue alignment”, but what does it mean to you? Can you share 1 or 2 stories how you did this with your team? Tammy share 1-2 tactical tips how you did the ABM program at LaunchDarkly to illustrate the above point - spreadsheet sent to marketing with account names and persona titles. Any disagreements when defining ICP criteria and the account list? Trinity most teams are all trying to protect churn and generate new pipeline in the name of rev targets, but each team is responsible for manually identifying and tracking and actioning their own key contacts and accounts leads to redundant effort, bad data, misaligned activity and wasted resources instead when GTM teams are aligned and automated in their contract & account tracking we can enable a story that looks like this … xyz
- Question 2 (Trinity): Let’s get into the details of that story. What were the key things that you did with your marketing to align the 2 teams to generate pipeline? Tammy (edit points below): Go after the best buyers, together [Tammy]: I'm a fan of outbound, but I'm also a fan of doing that outbound in conjunction with marketing. AE should do all their work of researching and reaching the buyers and looping in engineers and executives to accelerate deals. And at the same time marketing should always should be targeting the same audience so that those buyers see your name all over. You can’t do this just using prospecting tools like Outreach; they get too many emails. But if they see your name is social media all over, then AE comments on their posts, then when they get your sales email, they recognize your brand. That approach works. [Tammy] Partner with marketing early so we reach that lead earlier in their discovery process before they already made up their mind. The best leads come from AE’s efforts in combination with marketing. So we can get to these executives before they've done a lot of homework and they've already pre decided what they want [Tammy] The other thing is making sure sales know and prioritize the warmest leads, using a technology like UserGems to automate outreach with previous customers and buyers when they move to a new company. Because once people are familiar with your technology as they move from job to job, that's just a natural thing. I look at me. I've got my favorites so I can tell you, I'm going to be bringing in new tools at my new role. [Trinity to follow up]: some people think that ‘Well, they already love us so they’ll come back on their own anyway’. What do you think about that as a CRO? [Tammy]: do you want to sit back and wait until the customer does all the research and then comes to you or do you want to like be all over it and set the decision criteria? Surround prospects all the time, in all channels, throughout the buying process. [Tammy]: Marketing + Outbound Outreach = Success. Sales is sending direct emails, connecting on linkedin and twitter, calling, connecting sales engineers, etc… While marketing is making sure we are all over their linkedin and other platforms so when the prospect receives outreach from an AE, they recognize the name. [Trinity to follow up] We’re doing the same. The trickiest part for marketing is to make sure that your targeting is spot on – know with 80-90% certainty that your ad $ is spent on the right people at the right time. Otherwise, there would be a lot of waste and you wouldn’t know where to cut or increase. Look into your ad audiences; open that black box. When you get the targeting right, your campaigns and so efficient that you’ll have $ to experiment with other campaigns like … when the lead enters the sales funnel, we’ll run advertising campaigns nurturing them depending on which sales stages they’re in. For example: …. [Tammy]: The challenge is marketing is measured by new leads generated, so most would not spend $ to nurture open opp. [Trinity] : That’s true. But if marketing is also measured by revenue then they could have more incentives to carve a small percentage of budget to accelerate deals. We’re putting 80% to generate new pipe, 10% to accelerate, and 10% for brand. [Tammy]: Would be cool if we could prove the value of revenue alignment by conducting an experiment with a small target list, around 30 contacts. Half receives marketing support and the other half is left entirely to the AE to conduct outreach. Once the campaign is complete, review the results with your teams. I’d want to bet that the leads nurtured by both marketing AND sales will have a much higher conversion rate. Align on success metrics for each team to avoid attribution war [Tammy] We all know the buying process is not linear so there’s no perfect attribution – when an opp is credited to Marketing or Sales. So the sooner we define and agree on what counts as Marketing vs Sales, the easier it’ll be to stay aligned down the road. How I’ve done this or seen it done well is… [Trinity to follow up]: Every business is different so there’s no “right” way, but at UG, we define an Account that had sales activities in the last 90 days as Outbound regardless of how the lead came in. No activity in the last 90 days counts as Inbound. And that also drives the comp incentives. It’s not perfect but because of the way we set up our GTM, it encourages both teams to work together more. Switch Slides
- Question 2 (Trinity): Let’s get into the details of that story. What were the key things that you did with your marketing to align the 2 teams to generate pipeline? Tammy (edit points below): Go after the best buyers, together [Tammy]: I'm a fan of outbound, but I'm also a fan of doing that outbound in conjunction with marketing. AE should do all their work of researching and reaching the buyers and looping in engineers and executives to accelerate deals. And at the same time marketing should always should be targeting the same audience so that those buyers see your name all over. You can’t do this just using prospecting tools like Outreach; they get too many emails. But if they see your name is social media all over, then AE comments on their posts, then when they get your sales email, they recognize your brand. That approach works. [Tammy] Partner with marketing early so we reach that lead earlier in their discovery process before they already made up their mind. The best leads come from AE’s efforts in combination with marketing. So we can get to these executives before they've done a lot of homework and they've already pre decided what they want [Tammy] The other thing is making sure sales know and prioritize the warmest leads, using a technology like UserGems to automate outreach with previous customers and buyers when they move to a new company. Because once people are familiar with your technology as they move from job to job, that's just a natural thing. I look at me. I've got my favorites so I can tell you, I'm going to be bringing in new tools at my new role. [Trinity to follow up]: some people think that ‘Well, they already love us so they’ll come back on their own anyway’. What do you think about that as a CRO? [Tammy]: do you want to sit back and wait until the customer does all the research and then comes to you or do you want to like be all over it and set the decision criteria? Surround prospects all the time, in all channels, throughout the buying process. [Tammy]: Marketing + Outbound Outreach = Success. Sales is sending direct emails, connecting on linkedin and twitter, calling, connecting sales engineers, etc… While marketing is making sure we are all over their linkedin and other platforms so when the prospect receives outreach from an AE, they recognize the name. [Trinity to follow up] We’re doing the same. The trickiest part for marketing is to make sure that your targeting is spot on – know with 80-90% certainty that your ad $ is spent on the right people at the right time. Otherwise, there would be a lot of waste and you wouldn’t know where to cut or increase. Look into your ad audiences; open that black box. When you get the targeting right, your campaigns and so efficient that you’ll have $ to experiment with other campaigns like … when the lead enters the sales funnel, we’ll run advertising campaigns nurturing them depending on which sales stages they’re in. For example: …. [Tammy]: The challenge is marketing is measured by new leads generated, so most would not spend $ to nurture open opp. [Trinity] : That’s true. But if marketing is also measured by revenue then they could have more incentives to carve a small percentage of budget to accelerate deals. We’re putting 80% to generate new pipe, 10% to accelerate, and 10% for brand. [Tammy]: Would be cool if we could prove the value of revenue alignment by conducting an experiment with a small target list, around 30 contacts. Half receives marketing support and the other half is left entirely to the AE to conduct outreach. Once the campaign is complete, review the results with your teams. I’d want to bet that the leads nurtured by both marketing AND sales will have a much higher conversion rate. Align on success metrics for each team to avoid attribution war [Tammy] We all know the buying process is not linear so there’s no perfect attribution – when an opp is credited to Marketing or Sales. So the sooner we define and agree on what counts as Marketing vs Sales, the easier it’ll be to stay aligned down the road. How I’ve done this or seen it done well is… [Trinity to follow up]: Every business is different so there’s no “right” way, but at UG, we define an Account that had sales activities in the last 90 days as Outbound regardless of how the lead came in. No activity in the last 90 days counts as Inbound. And that also drives the comp incentives. It’s not perfect but because of the way we set up our GTM, it encourages both teams to work together more. Switch Slides
- Question 2 (Trinity): Let’s get into the details of that story. What were the key things that you did with your marketing to align the 2 teams to generate pipeline? Tammy (edit points below): Go after the best buyers, together [Tammy]: I'm a fan of outbound, but I'm also a fan of doing that outbound in conjunction with marketing. AE should do all their work of researching and reaching the buyers and looping in engineers and executives to accelerate deals. And at the same time marketing should always should be targeting the same audience so that those buyers see your name all over. You can’t do this just using prospecting tools like Outreach; they get too many emails. But if they see your name is social media all over, then AE comments on their posts, then when they get your sales email, they recognize your brand. That approach works. [Tammy] Partner with marketing early so we reach that lead earlier in their discovery process before they already made up their mind. The best leads come from AE’s efforts in combination with marketing. So we can get to these executives before they've done a lot of homework and they've already pre decided what they want [Tammy] The other thing is making sure sales know and prioritize the warmest leads, using a technology like UserGems to automate outreach with previous customers and buyers when they move to a new company. Because once people are familiar with your technology as they move from job to job, that's just a natural thing. I look at me. I've got my favorites so I can tell you, I'm going to be bringing in new tools at my new role. [Trinity to follow up]: some people think that ‘Well, they already love us so they’ll come back on their own anyway’. What do you think about that as a CRO? [Tammy]: do you want to sit back and wait until the customer does all the research and then comes to you or do you want to like be all over it and set the decision criteria? Surround prospects all the time, in all channels, throughout the buying process. [Tammy]: Marketing + Outbound Outreach = Success. Sales is sending direct emails, connecting on linkedin and twitter, calling, connecting sales engineers, etc… While marketing is making sure we are all over their linkedin and other platforms so when the prospect receives outreach from an AE, they recognize the name. [Trinity to follow up] We’re doing the same. The trickiest part for marketing is to make sure that your targeting is spot on – know with 80-90% certainty that your ad $ is spent on the right people at the right time. Otherwise, there would be a lot of waste and you wouldn’t know where to cut or increase. Look into your ad audiences; open that black box. When you get the targeting right, your campaigns and so efficient that you’ll have $ to experiment with other campaigns like … when the lead enters the sales funnel, we’ll run advertising campaigns nurturing them depending on which sales stages they’re in. For example: …. [Tammy]: The challenge is marketing is measured by new leads generated, so most would not spend $ to nurture open opp. [Trinity] : That’s true. But if marketing is also measured by revenue then they could have more incentives to carve a small percentage of budget to accelerate deals. We’re putting 80% to generate new pipe, 10% to accelerate, and 10% for brand. [Tammy]: Would be cool if we could prove the value of revenue alignment by conducting an experiment with a small target list, around 30 contacts. Half receives marketing support and the other half is left entirely to the AE to conduct outreach. Once the campaign is complete, review the results with your teams. I’d want to bet that the leads nurtured by both marketing AND sales will have a much higher conversion rate. Align on success metrics for each team to avoid attribution war [Tammy] We all know the buying process is not linear so there’s no perfect attribution – when an opp is credited to Marketing or Sales. So the sooner we define and agree on what counts as Marketing vs Sales, the easier it’ll be to stay aligned down the road. How I’ve done this or seen it done well is… [Trinity to follow up]: Every business is different so there’s no “right” way, but at UG, we define an Account that had sales activities in the last 90 days as Outbound regardless of how the lead came in. No activity in the last 90 days counts as Inbound. And that also drives the comp incentives. It’s not perfect but because of the way we set up our GTM, it encourages both teams to work together more. Switch Slides