Bullhorn CRM

Richard YoungM:+44 7768876221

E: r.young@bullhorn.com

T: @Richard_Y

Utilizing Content in

Sales & Marketing Alignment

@Richard_Y - #TechMap

Talking of Content

Content in Social

Where Content Works Best

Where Content Works Best

Qvidian says that the most used content is:

Proposals

Presentations

RFPs

65% of Content is never used

So What?

Talking of Sales & Marketing Alignment

• According to a 2010 report by

Aberdeen Research, companies

that are best-in-class at aligning

Marketing and Sales experienced

an average of 20% growth in

annual revenue.

• According to MathMarketing, alignment

between Marketing and Sales can help your

company become 67% better at closing deals,

and generate 209% more revenue from

Marketing.

THE AVERAGE TENURE OF A:

– CMO/Marketing Director: 45 Months

– VP Sales/Sales Director: 18 Months

THE AVERAGE SALARY OF A:

– Marketing Director:

• £71,270 / $154,910 Year

– Sales Director:

• £68,515 / $148,200 Year

• £30,051 Commission

Marketing Persona

Marketing Persona

Marketing Persona

Sales Persona

Sales Persona

Sales Persona

Sales Persona

“What we have here is a failure to communicate”

MARKETING LEAD

– Web lead, trade show lead, or inbound

lead. Someone that marketing has

“captured”.

MARKETING QUALIFIED LEAD

– You believe this lead is worth passing to

Sales. You have done some basic

qualification to see that there is interest.

Are You Speaking My Language?

“What we have here is a failure to communicate”

SALES QUALIFIED LEAD

– Sales have engaged and found that they

do need your products/services i.e. they

have a problem you can resolve.

SALES OPPORTUNITY

– They have an active project and you’re

helping them with it. It’s going on your

forecast.

Are You Speaking My Language?

Let’s Talk Pipeline

• Website visits

• Visits that convert into Leads

• Leads that convert into MQL

• MQL that convert into SQL

• SQL that convert into Closed deals

Let’s Talk Pipeline

Lets Talk Pipeline

Buyers Cycle

Marketing Support

Sales Cycle

Customers Matter

Marketing Automation meets CRM

Top Tips for Sales & Marketing Alignment

• Agree a common language

• Agree measurement (KPI)

• Build a Buyer Persona – and the Buyers Journey.

• Ensure you support the buyer journey together.

• When deals fall out of the sales process –

recycle them.

Recommended Reading

• 5 Reasons why CRM fail

http://bit.ly/1iiTtye and how to solve them

• MathMarketing on Sales & Marketing

http://bit.ly/1F9C2Kj

Thank you for listening