Are your sales people complaining that they need more inbound leads? Is your marketing team disappointed that your sales people are not closing more business? Or worse, are you pretending that sales and marketing are the same thing? Marketing and Sales, while closely related, are distinct roles in your company and it's a mistake to simply lump them together. You need a strong inbound marketing system to generate leads, and you need a strong sales team to close those leads. So why do so many companies keep these two sides of the company in silos? Learn how marketing and sales can work together to create a powerful system that consistently gets qualified leads through your sales process. Learning objectives include: * How to define Marketing's role in generating leads * How to integrate your marketing database with your sales CRM * How to create a continuous feedback system that improves performance * How to follow up on inbound leads * How to properly qualify (and disqualify) inbound leads * How to truly set your sales people up for success If you suspect that your marketing and sales strategies could be better aligned, this is for you.

1. The Recipe for Successful
SALES & MARKETING
Integration
Learn how marketing and sales can work together to
create a powerful system that consistently gets
qualified leads through your sales process.
PRESENTERS: MICHAEL REYNOLDS / BRIAN KAVICKY

2. Michael Reynolds
About Michael:
•
President / CEO of SpinWeb
•
Cellist
•
Sushi connoisseur
•
Tennis player
•
Marketing/tech nerd
•
www.spinweb.net

3. Agenda
Today we’ll cover:
!
•
Marketing’s role in business development
• Qualifying inbound leads
• Marketing database / CRM integration
• Following up on inbound leads
• Continuous feedback and optimization

4. Sales & Marketing
Sales and marketing are
not the same thing. They
are two distinct roles and
systems.

5. Goal of Sales
To help prospects make
good decisions.

6. Lead Generation
Frequently misunderstood. Don’t put the
entire burden on your sales people.

7. Sales Scalability
Problems with old methods:
!
•
Prospects don’t respond as well
• Difficult to scale
• Not a targeted approach
• Leads dry up
• Causes burnout

8. Inbound Marketing
A modern marketing
system makes use of
teaching through
relevant content, such
as blogs, long-form
content, social media,
video, and other tools.

9. Inbound Marketing Stats
From HubSpot:
Companies that blog get 55% more website visitors
than those who do not
• Inbound marketing delivers 54% more leads into the
marketing funnel than traditional outbound leads
• B2B Companies that blog generate 67% more leads
per month than those who do not
• 48% increase in inbound marketing budgets in 2013
• Outbound budgets decline to 23% of spend
!
•

10. Role of Marketing
The job of your
marketing department is
to create awareness,
GENERATE NEW LEADS,
and nurture/filter those
leads toward the sales
team.

11. Lead Scoring
Lead scoring is a
way to learn the
level of interest of
your leads over
time and react
accordingly.

12. Lead Scoring
Timelines can help
you determine the
interest level of a
lead.

13. Qualifying Leads
Criteria for scoring leads:
!
•
Job title
• Industry
• Type of activity
• Level of interest
• Custom criteria

14. CRM Integration
A good sales & marketing
system integrates
marketing database and
CRM together.

15. Marketing/Sales Handoff
Tight integration occurs
when your marketing
system is effectively scoring
and filtering leads and your
sales team is taking them
through a process.

16. Segmentation = Efficiency

17. Flow MQL List into CRM

18. Start to Qualify for Sales

19. Following Up
The old rules of sales followup
don’t work. You need to take
an inbound approach.

20. Use a Sales Process

21. Culture of Integration
Integration between
marketing and sales is not
just a technical issue... it’s
part of your culture and
process.

22. Collaboration Process
How to work together:
!
•
Weekly meetings between sales/marketing
• Review feedback from prospects/clients
• Review marketing tools/content available
• Optimize and course-correct
• Create content from data and experiences

23. Questions
Contact information:
!
•
Michael Reynolds: michael@spinweb.net