Sales & Marketing Alignment:

Collaborate or Die Trying

Sales & Marketing Alignment:

Collaborate or Die Trying

Presented at HITMC 2016 byBrian Shilling, Christine Slocumb

Clarity Quest Marketing

@CQMarketing

200%MORE REVENUE

HubSpot

What if one action could increase

revenue by 200%?

40% MORE DEALS

HubSpot

And help you close 40% more deals

this year?

In 15 years in business, we’ve found one corrective action that can help you

achieve these numbers.

SALES MARKETING

Sales and Marketing Alignment

Companies with non-believer leaders are never going to achieve sales and marketing alignment.

“You’re a non-believer. Why should we waste time on Kabuki?”

>50% of companies are not aligned

Deloitte

52% of companies with a STRONG alignment strategy surpassed average market

growth…

Deloitte

…compared to only 20% without a collaboration strategy.

HubSpot

27%FASTER THREE-YEAR

PROFIT GROWTH

Organizations with good sales and

marketing alignment achieve 27% faster 3-

year profit growth.

HubSpot

36%HIGHER CUSTOMERRETENTION RATES

And see 36% higher customer retention

rates.

What they didn’t tell you about marketing automation is…

2016 Annuitas study

…it’s only meeting the goals of 2.8% of the companies that use it.

2016 Annuitas study

It takes a lot of coordination to track leads in health IT.

Tracking original lead sources without sales collaboration is a lot like this.

Both sides want to keep leads to themselves.

They will never get my leads.

Both sides want to keep leads to themselves.

If you think alignment is hard among internal teams, just wait until you add in

an external agency.

If you think alignment is hard among internal teams, just wait until you add in

an external agency.

Outsourcing magnifies the complexities around trust and remote coordination.

We’re Supposed to Trust These Guys?

SALES

DirectRoutine-orientedOf the moment

MARKETING

CreativeDeal with constant changeLong-term planners

Personality Differences

Recommendations for Sales and Marketing

Alignment

#1 - Definitions Are Your Friend

Only 45%of businesses have a

company-wide definition of a

sales-ready lead.

HubSpot

Agree on Funnel & Conversion Definitions

1. Funnel Stages2. Target Market Segments

3. Buyers’ Sales Process

#2 - Agree on a Single View of the Truth

#2 - Agree on a Single View of the Truth

Allocadia

Implement a shared sales and marketing dashboard with detailed lead, conversion,

opportunity and revenue metrics.

#3 - Partner to Use Content Effectively

KnowledgeTree

MARKETING

61% think sales content is used effectively

SALES

28% think sales content is used effectively

#3 - Partner to Use Content Effectively

It’s most effective when…

TrapIt Blog

It’s most effective when…

TrapIt Blog

It’s most effective when…

TrapIt Blog

#4 - Use & Share Technology

#4 - Use & Share Technology

84% of best-in-class organizations

empower marketing withaccess to their CRM

2015 Aberdeen Report

#5 - Appoint Sales AND Marketing

Departmental Leaders

#6 - Engage Sales when Building Personas

#7 - Give Quotas to Sales AND Marketing

For some great advice on setting expectations for sales and marketing and defining

your custom funnel, read Revenue Disruption by

Marketo CEO Phil Fernandez.

#8 - Trust Your Agencies

#8 - Trust Your Agencies

Have full trust and transparency with outside

agencies for optimal results.

#9 - Bond

#9 - Bond

Whatever you do, get out of the office and bond together.

#9 - Bond

Informal team building outside of work gives new

perspective and appreciation for each other as individuals.

Sales and Marketing Alignment Checklist

Define shared metrics, processes, rules and objectives

Agree on a single view of the truth and embrace quality data

Partner together to deploy and use content effectively

Use and share technology, but only after laying a solid foundation

Appoint separate departmental leaders with equal power reporting to an objective CEO

Engage sales when building personas

Respect sales and marketing quotas for mutual accountability

Trust outsource agencies Encourage sales and marketing

team bonding

Reference StatisticsCompanies with good sales and marketing alignment generated 208% more revenue from marketing efforts. (HubSpot)

When sales and marketing teams work together, companies see 36% higher customer retention, 38% higher sales win rates, and 27% faster three-year profit growth. (HubSpot)

52% of businesses with a strong sales and marketing alignment strategy surpassed average market growth, compared to only 20% without a collaboration strategy. (Deloitte)

Only 2.8% of marketing automation users believe they are actually achieving their demand generation goals. (Annuitas)

Only 45% of businesses have a company-wide definition of a sales-ready lead. (HubSpot)

61% of marketers think their sales tools and content are being used in the right way. But only 28% of salespeople agree. (KnowledgeTree)

84% of best-in-class organizations empower marketing with access to their CRM. (Aberdeen)

Clarity Quest Marketing

Twitter: @CQMarketing

ClarityQST.com

877-887-7611