Marketing and sales have a common goal—generating revenue. So why does it sometimes feel like they just can’t get along? When marketing and sales teams are aligned, more leads are created, a greater number of leads turn into opportunities and revenue goes up. Companies must find ways for marketing and sales to collaborate to reach these goals, but where do you start? This informative 45 minute webinar covers: • What sales wants from marketing • Why sales and marketing alignment is essential for your organization's success • Practical strategies to build sales and marketing alignment in your organization • How marketing automation tools can help diminish the gap between sales and marketing

1. What Sales Wants from Marketing
June 15th, 2010

2. GoToWebinar Controls
• Click the button with the arrows to
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• Type your questions for us into the
box at the bottom and press Send

3. Agenda
• What marketing and sales really think
• The buying process and the internet
• Unified model for demand generation
• Measure what you want to improve
• Marketing & sales infrastructure
• Payback for getting aligned
• Conclusions
• Q&A

4. Mind the Gap – Understanding Perceptions
What Sales Thinks What Marketing Thinks
• Not enough leads • Sales is too slow on follow-up
• Leads aren’t qualified • They don’t try hard enough to connect
• Feast or famine with leads
• Leads don’t understand what we sell • We have no idea what happens with
• We have to re-enter data into CRM the leads
• We keep getting the same old leads • Follow-up is hit or miss
• All the quality leads come from sales anyways • We have no idea what worked and
what didn’t
• Why do all the leads have to come
from marketing?

5. Has the Buying Process Changed?
1990 2000 2010
Need Post-Purchase
Information Evaluation of
Recognition Purchase
Search Alternatives Evaluation
and Awareness

6. Why Should You Care?
95%
…of your website visitors don’t want to talk to sales, but…
70%
of them will eventually buy from you (or your competitors)
Source: @brianjcarroll

7. How much nurturing is enough?
On average, how many touches (from both sales & marketing) does it take
to convert a “suspect” to a “prospect”?
1-4 33%
5-8 44%
9-12 12%
13+ 12%
0% 10% 20% 30% 40% 50%
Source: Survey of 125 North American technology companies by The Bridge Group

8. But the CEO Just Wants More…
REVENUE

9. Single View of the demand generation
Attract
Engage
Capture
Nurture
Lead score
Sales-cycle
Revenue

10. Encouraging Sales & Marketing Alignment
1. Identify your ideal customer
2. Define a common language
– Sales-ready lead
3. Identify and agree rules of engagement at interface points
– Demo request / contact us
– Webinar registrant
– Return-to-marketing
– Closed / lost
– Who will nurture live opportunities?
4. Operate as a single team
5. Measure what you want to improve

11. Measure What You Want to Improve
• Sales-ready leads count
• Opportunity conversions
– Absolute count
– And percentage of sales-ready leads converted
– Don’t forget leads from other sources
• Referral
• Inside sales
• Sales prospecting
• Closed business by lead source
– Closed-loop marketing

12. Does your Infrastructure Support Alignment?
Marketing
Website CRM
Automation
Email
Analytics

13. Integrate Sales and Marketing Technologies
• Make sure your marketing technologies integrate with
CRM systems so data is shared
• Ensure that proper lead history is being passed on to sales

14. Integrate Sales and Marketing Technologies cont.

15. What is the ROI of Sales and Marketing Alignment?
• A recent sales optimization survey found:
– Sales and marketing alignment (SMA) is the easiest sales productivity
initiative to implement with the highest impact on sales effectiveness (1)
– SMA Leads to 20% higher quota achievement, 25% more proposals result
in sales (1)
• A recent study showed that companies that had success
with SMA:
– Grew 5.4% faster year-over-year than their competitors (2)
– Churned 36% fewer of their customers to competitors each year (2)
– Were 38% better at closing proposals than non-aligned businesses (2)
Source 1: CSO Insights 2009 Sales Performance Optimization Survey
Source 2: B-to-B Lead Generation: Marketing ROI & Performance Evaluation Study, 2008

16. Conclusions
• The web has changed the way prospects navigate the buying
process
• Marketing and sales collectively own a single customer funnel
• Collaborate at key interface points and measure progress
• Have an effective sales and marketing infrastructure
– Focus people on the relationships
• Continuously review and refine – 360 degree view of
customer acquisition

17. Questions?
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.484.8543
Mike Cowan, VP Sales
mike.cowan@marqui.com
604.484.8546