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ASK MARKETO ANYTHING
Active sales and marketing
collaboration
5th June 2020

HOUSEKEEPING
• This session is recorded! Slides and recording will be sent via email once the
session concludes.
• Have a question? Use the chat box on the right and we’ll pull some questions out
and answer them live
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James Eyles
Senior Solutions Consultant
Tom Danks
Senior Solutions Consultant

38% 209%
79% 30%
ALIGNING SALES AND MARKETING
higher win rates increase in revenue
of marketing leads do not
result in closed won revenue
of CMOs have clear actions
to bring sales and marketing
closer
SOURCES: Marketo, 2020; Internal Results, 2019; Review42, 2019; Aberdeen Group, 2018.

Sales focus on
the hottest leads
COMMON ISSUES
LEADS ARE NOT
FOLLOWED UP
MARKETING HAS
REVENUE
TARGETS
SEPARATE
STRATEGIES
ACCELERATING
LEAD TO REVENUE
Marketo silo + Sales silo
=
Hard to build shared
goals
It’s sometimes tough
to measure impact
Connecting your channel
mix with sales activities

DEFINE THE COMMON GROUND
Lead?
MQL?
SQL?
SAL?
When is sales
hand-off?
What are
the rules?

AGREE YOUR SHARED GOALS
Volume? Quality?
Qualification
?
Velocity?
Upsell?
Cross-sell?

BE TRANSPARENT AND ACCOUNTABLE
Feedback loop
Communication
Learn and
iterate
Pipeline?
Revenue?

ALIGNING SALES AND MARKETING
SOURCES: Gartner, 2016; Harvard Business Review, 2017; Bizible, 2018
Awareness Explore Compare Purchase
5-7
people
20-30
people
SALES
PROCESS
BUYING PROCESS
17 months
(150-200 touchpoints) Sales
7 months

LEAD SCORING IS KEY
Awareness Explore Compare Purchase
Lead nurturing drives people
along the buying process
Time
Buyingstage
Scoring enables effective hand-off
to sales at the right time
High score =
Qualified and
ready for sales
Time
Buyingstage
Low score =
Recycle with lead
nurturing

COMMUNICATE
CREATE SHARED
GOALS TOGETHER
ALIGN PEOPLE /
PROCESS /
TECHNOLOGY

Q&A

Thank you!
Join our next session on Account-based Marketing
(Friday 19 June)