This document discusses strategies for increasing alignment between sales and marketing teams. It begins by describing how the teams often operate independently and even competitively instead of collaboratively. It then provides six strategies to improve alignment: 1) Align goals by using a single funnel metric, 2) Establish weekly meetings to share metrics and leads, 3) Map content creation to stages in the sales cycle, 4) Collaborate on ideal customer profiles for better lead grading, 5) Integrate marketing automation with the CRM to empower sales, and 6) Attend sales trainings and meetings to understand their perspective. The document argues that marketing automation can help connect systems and implement these strategies to drive more revenue through better alignment.
12. We’re all in this together
• Marketing enables Sales
• Sales secures marketing
spend
Stop Competing & Align Goals
13. On Funnels & Pipes
Split Pipelines
• Marketing goals are driven by
volume
• Sales goals are driven by
revenue
The Handoff
• Marketing sends “qualified leads”
to the beginning of sales process
Dualism is difficult
• High lead volume isn’t inherently
a “good thing”
Marke@ng
Inquiry
Lead
Sales
Qualified
Opps
Won
1,000
850
40
5
1
14. Where The Model Breaks Down
Marketing
• Generate lots of leads
• Send most to sales
• Limited qualification
• Geography
• Title / Department
• Revenue
Marke@ng
Inquiry
Lead
1,000
850
15. Where The Model Breaks Down
Sales
• High volume of names = #FAIL
• Cycles spent “looking for a
needle in haystack”
• Sales focuses on “low hanging
fruit”
• Neglect longer term prospects
• Low conversion rates on
marketing-sourced leads
Sales
Qualified
Opps
Won
850
40
5
1
16. Use a Single Funnel
• Create a Single view
• Unified “scorecard”
• Waterfall model
• Easy measurement
• Alignment with the
ultimate goal – driving
revenue for our company
Prospect
MQL
SAL
SQL
Opps
Won
19. Marketing, Meet Sales
Sales Likes
• Long walks on the beach
• Qualified Leads
• Pina Coladas
• Campaigns that move people through the
buying cycle
What they can share:
• Prospect pain points
• Friction points in the sale
• Competitive intel
20. Establish a Weekly Cadence
• Review Metrics
• Number of assigned leads
• Number committed to pipeline
• Disqualified
• Number and reason
• Strong channels for closed/won
opportunities
• Where are the best leads coming from?
• How do we get more?
21. Broker Peace With Agreements
Specify how quickly sales should connect with a lead
• First contact wins 78% of the time
• Easier to connect quickly
23. Content is More Than
Conversion Bait
What’s
my
purpose
in
life?
24. Map Content To The Sales Cycle
Top of Funnel – Lead Generation
• White Papers
• Data Sheets
• Webinars / Recorded Webinars
Middle of Funnel – Building Credibility
• Case Studies
• Content (Blog posts, infographics, etc.)
Bottom of Funnel – Removing Risk or ROI focused
• Success Stories / Testimonial Videos
• Executive Value Guide
• ROI Calculator
32. Wiretap Your Sales Team
Priceless communication:
• First MQL Contact
• Demos & Questions
• Final Calls
Getting the inside scoop:
• Go through new sales training
• Read the Sales Playbook
• Attend sales meetings
34. Final Thoughts on The Seven Tips
1. (Re)align Goals – Create a single funnel
2. Start Talking – Hold a weekly touchbase
3. Create Content that Moves – Map content to stages
4. Collaborate on Grading – Confirm ideal prospect
5. Don’t Hoard, Empower – Enable CRM Lists
6. Wiretap – Sit in on sales calls