Post on 14-Aug-2020
THE STATE OF SALES & MARKETING ALIGNMENT IN 2018
How Leading B2BCompanies DriveGrowth by AligningGo-To-Market Teams
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PANELIST
Tracy EilerChief Marketing Officer, InsideView
@tracyeiler
Barbara GiamancoB2B Sales Expert
@barbaragiamanco
#alignedtoachieve @insideview
HOUSEKEEPING
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The recording and deck will be emailed to you following today’s webinar.
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AUDIENCE POLL Describe the relationship between your sales and marketing teams?
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Topics
•Challenges
•How to Get Aligned
•What Success Looks Like
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36%more business growthhigher customer retention
Source: SiriusDecisions, MarketingProfs#alignedtoachieve @insideview
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38% higher sales win rates
10% more reps hitting quota
Source: SiriusDecisions, MarketingProfs#alignedtoachieve @insideview
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Sales & Marketing leaders are motivated to align but not ready.
Yet
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Blockers of Sales andMarketing Alignment
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REPORT DEMOGRAPHICS - 519 RESPONDENTS
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REPORT RESULTSWE ASKED
What do you think are the biggest challenges in aligning sales & marketing?
Lack of accurate/shared data on target accounts and prospects 43%
Measured by different metrics 41%
Processes are broken/flawed 37%
Lack of accountability on both sides 25%
Reporting Challenges 21%
Communication 43%
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Lack of accurate data CHALLENGE #1
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TAMING THE ALPHABET
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
1
2
IDEAL CUSTOMER PROFILEDefine your targets.
TOTAL ADDRESSABLE MARKETFind every matching account.
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AUDIENCE POLL How accurate is your organization’s measurement of Total Addressable Market (TAM)?
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REPORT RESULTSWE ASKED
How accurate is your organization’s measurement of Total Addressable Market (TAM) ?
No target market measurement 25%
Ad hoc target market measurement 28%
Assessed annually 24%
Regularly review 23%
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WE ASKED
What go-to-market maturity stage best aligns to your company?
REPORT RESULTS
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54% of companies are here
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BACK AT THE OFFICE
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CommunicationCHALLENGE #2
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WE ASKED SALES
What do you need most from marketing?
WE ASKED MARKETING
What do you need most from sales?
Better quality leads (23%)
More leads (15%)
Brand awareness (13%)
Sales enablement collateral (12%)
Consistent use of systems (30%)
Better lead follow-up (e.g. CRM) (22%)
Feedback on campaigns (19%)
Alignment on target market (14%)
REPORT RESULTS
Alignment on target market (11%) Use the messaging and tools provided (11%)
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BACK AT THE OFFICE
Be proactive and communicate well in advance
Be overly transparent
Make recommendations, don’t just ask questions
Get feedback from everyone
Listen first
Brainstorm together
Leverage opinion leaders#alignedtoachieve @insideview
Measured by different metricsCHALLENGE #3
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Sales traditionally focuses on:
Marketing traditionally focuses on:
▪ Quota attainment
▪ Accounts, titles, names
▪ Closing deals
▪ Velocity through sales cycle
▪ Top of lead funnel
▪ Segments
▪ Campaign metrics
▪ Brand awareness
WE ASKED SALES
How else are you measured besides quota attainment?
WE ASKED MARKETING
How are your marketing efforts measured?
New accounts (55%)
Deals closed (45%)
Upsell (39%)
Renewals/Retention (37%)
Revenue impact (55%)
Pipeline (54%)
Lead quantity (54%)
Lead quality (51%)
REPORT RESULTS
Only quota (21%) Brand awareness (27%)
REPORT RESULTSWE ASKED MARKETERS
How has your investment changed in the last year?
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THE NEW FUNNEL
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Report on the same metrics. Focus on pipeline
Bite the bullet and give marketing variable compensation
Review your funnel definitions
BACK AT THE OFFICE
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Processes are brokenCHALLENGE #4
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WE ASKED SALES
How often do you meet with the marketing team to discuss pipeline?
WE ASKED MARKETING
How often do you meet with the sales team to discuss pipeline?
REPORT RESULTS
Weekly (21%)
Monthly (21%)
Quarterly (14%)
< Quarterly (18%)
Never (26%)
Weekly (31%)
Monthly (27%)
Quarterly (11%)
< Quarterly (12%)
Never (19%)
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Focus on handoff points
Jointly define everything
Smarketing meetings
Create & execute SLAs
Focus on pipeline
BACK AT THE OFFICE
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HOW DO YOU REALLY FEEL?
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REPORT RESULTS
WE ASKED SALES
How would you describe your relationship with marketing?
WE ASKED MARKETING
How would you describe your relationship with sales?
Excellent or Good Excellent or Good
Just OK Just OK
Poor or At Each Other’s Throat
Poor or At Each Other’s Throat
63%
28%
9%
75%
22%
3%
REPORT RESULTS
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REPORT RESULTSREPORT RESULTSWE ASKED
What each team really thinks of the other ? (% responding true)
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Preparing for Next Gen Leaders
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MILLENNIALS MAKE AN IMPACT
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Source: Brack, Jessica, and Kip Kelly. “Maximizing Millennials in the Workplace”, 2012.
By 2020, Millennials will
make up 46% of the workforce
▪ One third of the respondents
▪ 46% manager level or above
▪ Skeptical of counterparts○ Much more likely to:
■ say that marketing doesn’t measure anything important
■ view sales as single cell organisms chasing revenue
WHAT MATTERS MOST?
▪ Company community involvement
▪ Company values
▪ Website/marketing materials
▪ Customer support
▪ Engaging content
▪ Training available
▪ Product features
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Source: How Generational Differences Impact B2B Buying Committees Today, SnapApp, 2017
What matters most to millennials about the vendors they chose to work with?
Where to FOCUS ?
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WHAT MATTERS MOST?LEADERS: LAGGARDS:▪ Prioritize database quality
and regularly review target market (3.3x)
▪ Smarketing Alignment (2.3x)▪ Measure sales on customer
satisfaction (2x)▪ Discuss pipeline more
frequently (1.7x)▪ Focus on lead quality (1.6x)
▪ Focus on lead quantity
▪ Don’t hold marketing accountable for pipeline
▪ Communication gap
▪ Say their “database is a mess”
▪ Fragmented, manual and isolated process
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REPORT RESULTSWE ASKED
What investment(s) and changes do you plan to make in the next 12 months?
Strengthen alignment between sales and marketing 23%
Start/increase account-based execution 18%
Use data science to guide strategies 15%
Improve customer data mgt strategy 15%
Review TAM as an ongoing initiative 9%
Enhance customer experience across entire lifecycle 19%
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Put it into ACTION!
Data is the fuel for business growthStandardize and maintain consistent data.
Communicate as a single teamHold mandatory communication meetings.
Jointly define, discuss and align on pipelineAgree on success metrics and review them frequently.
Defining & targeting your TAM is foundationalKnow who you’re targeting, why they need your products and when they need them.
Nurture your ideal customersDevote more effort and resources to nurturing current customers.
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Live Q&A
Please use the questions panel to submit any comments or questions.
You will receive a follow-up email with links to the recording, webinar deck and report.
Thank you for joining us today!
Tracy EilerChief Marketing Officer,
InsideView@tracyeiler
Barbara GiamancoB2B Sales Expert
@barbaragiamanco#alignedtoachieve @insideview
RESOURCES
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EBOOKThe State of Sales and Marketing Alignment in 2018
INFOGRAPHICTop 5 Predictions for the Future of Sales & Marketing Alignment
BOOKAligned to Achieve
ARTICLESelling Power: 5 Ways to Align for ABM Success
WEBINARUsing Account-Based Strategies to Unite Sales & Marketing