How to Bring Sales and Marketing Together in 2021

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Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together. Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021. In this webinar, you'll learn: • How to create your all-star team • Tips to drive better results for your business in 2021 • How to bring sales and marketing together in the new year

Marketing

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Sam Gong
BDR Director, Adobe Digital Experience
Adobe

Agenda
“Alignment”
3 keys to marketing & sales alignment
• Contextual lead handoff
• Continuous customer journey
• Collaborative messaging
framework
Partnering to establish context
Defining journey continuity
Creating collaborative messaging
For 2021- Organize & Refine

©2020 Adobe. All Rights Reserved. Adobe Confidential.
“Alignment”
• Sales feels unempowered
• Sales is frustrated and doesn’t know how to fix marketing
• The breakdown creates ‘us’ & ‘them’
• LinkedIn is flooded with cheap shots & sales memes about marketing
• Marketing and sales are part of the same revenue generating
process
• Let’s create a shared vocabulary and model to bridge the sales &
marketing gap

©2020 Adobe. All Rights Reserved. Adobe Confidential.
5
Messages About
Self Prospect
The Messaging Funnel

©2020 Adobe. All Rights Reserved. Adobe Confidential.
6
Lost in transition – contextless leads
?
Mystery Lead

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Alignment tactic: content framework + lead history
Research
‘Middle of funnel’
Awareness
‘Top of funnel’
Analyst Reports
Content
Syndication
Webinars + Events
E-Books & Guides
Nurture
Engagement
Product Comparisons
Pricing Questions
Whitepaper
Downloads
$

©2020 Adobe. All Rights Reserved. Adobe Confidential.
8
Lost in transition – the disconnect in the customer journey
Same pitch
for every lead

©2020 Adobe. All Rights Reserved. Adobe Confidential.

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Unused Sales
Messaging
12
Lost in transition – the one-way messaging push
DIY Sales Messaging

©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Messaging
13
Alignment tactic: mutual message refinement
Closed won / closed lost
analysis
SDR / BDR
feedback

©2020 Adobe. All Rights Reserved. Adobe Confidential.
2021 Alignment Plan
• Contextualize the lead hand-off
• Establish common ground
• Create a continuous conversation
• Establish mutual messaging
feedback

How to Bring Sales and Marketing Together in 2021

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Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

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Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

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In the realm of archaeology and linguistics, few artifacts hold the mystique and historical significance of the Rosetta stone. This unassuming slab of black basalt, discovered in 1799 by French soldiers during Napoleon’s campaign in Egypt, has since become synonymous with deciphering ancient mysteries. The Rosetta Stone, named after the town near where it was found, stands as a remarkable testament to human ingenuity and the relentless pursuit of understanding.

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Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

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How to Bring Sales and Marketing Together in 2021

1. How to Bring Sales and Marketing Together in 2021 Sam Gong | BDR Director, Adobe Digital Experience

3. Agenda “Alignment” 3 keys to marketing & sales alignment • Contextual lead handoff • Continuous customer journey • Collaborative messaging framework Partnering to establish context Defining journey continuity Creating collaborative messaging For 2021- Organize & Refine

4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. “Alignment” • Sales feels unempowered • Sales is frustrated and doesn’t know how to fix marketing • The breakdown creates ‘us’ & ‘them’ • LinkedIn is flooded with cheap shots & sales memes about marketing • Marketing and sales are part of the same revenue generating process • Let’s create a shared vocabulary and model to bridge the sales & marketing gap

7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Alignment tactic: content framework + lead history Research ‘Middle of funnel’ Awareness ‘Top of funnel’ Analyst Reports Content Syndication Webinars + Events E-Books & Guides Nurture Engagement Product Comparisons Pricing Questions Whitepaper Downloads $

14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 2021 Alignment Plan • Contextualize the lead hand-off • Establish common ground • Create a continuous conversation • Establish mutual messaging feedback

How to Bring Sales and Marketing Together in 2021

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