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Aligning Sales & Marketing - Roshan Cariappa

Aligning Sales & Marketing - Roshan Cariappa

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Answering the age old question - how can Sales and Marketing work together effectively?

What I cover:
- Why sales x marketing alignment is integral
- Understanding sales x marketing priorities
- Actionable ideas for creating shared context

This was presented on 29th July 2021 at the SaaS Insider event. Will be revisiting this later to revise & update.

You can get in touch with me on Twitter (@RoshanCariappa) or LinkedIn (Roshan Cariappa) if you have questions.

Answering the age old question - how can Sales and Marketing work together effectively?

What I cover:
- Why sales x marketing alignment is integral
- Understanding sales x marketing priorities
- Actionable ideas for creating shared context

This was presented on 29th July 2021 at the SaaS Insider event. Will be revisiting this later to revise & update.

You can get in touch with me on Twitter (@RoshanCariappa) or LinkedIn (Roshan Cariappa) if you have questions.

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Aligning Sales & Marketing - Roshan Cariappa

  1. 1. Aligning Sales & Marketing Creating a shared context to enable greater alignment & better outcomes Roshan Cariappa Aligning Sales & Marketing – Roshan Cariappa 1
  2. 2. What we will discuss today 🧐 • Sales & marketing alignment: why? what does it look like? Aligning Sales & Marketing – Roshan Cariappa 2 • Understanding Priorities: what they care about? why? • Creating a shared context: strategic, tactical, & actionable
  3. 3. “They think that intelligence is about noticing things are relevant (detecting patterns); in a complex world, intelligence consists in ignoring things that are irrelevant (avoiding false patterns)” Aligning Sales & Marketing – Roshan Cariappa 3
  4. 4. Why me, why now? 🙋🧐♂️ • Sales & Marketing: both, together Aligning Sales & Marketing – Roshan Cariappa 4 • (Zero to one) x n: optimize for impact • Enterprise experience: usually siloed $ ACV # People
  5. 5. Why Sales 🧐🧐 Marketing? • Customer is omnipresent: multiple channels, touch points Aligning Sales & Marketing – Roshan Cariappa 5 • Integral to scale: can’t brute force winning markets • Anchoring vision: to reality through feedback loops
  6. 6. Why Sales 🧐🧐 Marketing? • Force multiplier: more opportunities, more $$ Aligning Sales & Marketing – Roshan Cariappa 6 • Understand macro: beyond tactical to strategic • Storytelling: learning to paint the bigger picture
  7. 7. Why Sales 🧐🧐 Marketing? • Customer context: speak the customer’s language Aligning Sales & Marketing – Roshan Cariappa 7 • Moving the needle: translating leads to revenue • Aligning brand promise: what you say v/s what you do
  8. 8. What Sales 🧐🧐 Marketing alignment looks like 👀 • Momentum x Efficiency: more leads, more deals Aligning Sales & Marketing – Roshan Cariappa 8 • Predictability in outcomes: what will it take to do ‘x’ • Better stakeholder NPS: employees, customers, others+
  9. 9. "Salespeople suck!” 😡 • "They don’t care about my leads!” Aligning Sales & Marketing – Roshan Cariappa 9 • "They won’t share any information!” • "They only ask for more and more!”
  10. 10. "Marketers suck!” 😏 • "They don’t understand customers” Aligning Sales & Marketing – Roshan Cariappa 10 • "They chase vanity metrics!” • “They give me more work!”
  11. 11. "Salespeople suck!” – asking why? 🧐 • "They don’t care about my leads!” -> Why should they? Aligning Sales & Marketing – Roshan Cariappa 11 • "They won’t share any information!” -> Why won’t they? • "They only ask for more and more!” -> Why do they? REDUCE friction | BUILD empathy | HELP win
  12. 12. "Marketers suck!” – asking why? 🧐 • "They don’t understand customers” -> Why don’t they? Aligning Sales & Marketing – Roshan Cariappa 12 • "They chase vanity metrics!” -> Why do they? • “They give me more work!” -> Why do they? REDUCE friction | BUILD empathy | HELP win
  13. 13. The fundamental shift – help me, help you 🙏🧐 • Sales: Quotas -> Market Aligning Sales & Marketing – Roshan Cariappa 13 • Marketing: Leads -> Revenue • GTM motion: Sales + Marketing
  14. 14. Ideas for Better Alignment – 3/9 🧐🧐 • Culture: Company > Function > Team Aligning Sales & Marketing – Roshan Cariappa 14 • Cadence: on campaigns & pipeline • Shared vocabulary & process
  15. 15. Ideas for Better Alignment – 6/9 🧐🧐 • Talk to customers (events, demos) Aligning Sales & Marketing – Roshan Cariappa 15 • Learn to pitch, sell and demo • Generating leads -> Influence opportunities
  16. 16. Ideas for Better Alignment – 9/9 🧐🧐 • Drive ABM Campaigns Aligning Sales & Marketing – Roshan Cariappa 16 • Develop Sales enablement • Workshops & informal catchups
  17. 17. Net result; Sales ❤️ Marketing Aligning Sales & Marketing – Roshan Cariappa 17
  18. 18. If you could only follow 3 + 1 people Aligning Sales & Marketing – Roshan Cariappa 18 Jason Lemkin SaaS Dave Gerhadt Marketing Brian G Burns Sales Rory Sutherland Branding
  19. 19. Thank you! Aligning Sales & Marketing – Roshan Cariappa 19 Roshan Cariappa ckcariappa@gmail.com linkedin.com/in/cariappack twitter.com/RoshanCariappa We’re Hiring!

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