170131 sales and marketing alignment mass tlc public, clint poole, lionbridge
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Transcript of 170131 sales and marketing alignment mass tlc public, clint poole, lionbridge
Today’s Conversation
• Outline the Lionbridge Marketing and Sales journey towards alignment
• Four focus areas:
1. Account Seg and Strategic Planning
2. Revenue Commitments & Demand Gen
3. Message Management
Our Global Reach
• Market leader in language, global digital and technical writing services
• 6,000+ Employees
• 50 offices in 27 countries
• $560 million annual revenue (2015)
• Clients across 10 industries
• Over 800 brands served
• 64 of Interbrand’s Best Global 100 Brands
• Supporting 380 languages for 100+ markets
SBI Proprietary & Confidential. All rights reserved. 52/1/2017
ENVIRONMENTAL SCAN OF CURRENT STATE
Process
Planning
Strategy
Support
Execution
Organization
Why Focus on Better Alignment?
• Internal mission to become more customer-centric
• Focus on increasing organic growth
• Focus on profitable revenue
10/29/2015Sales call
Hybrid Journey Customer: NA-based FiServTotal Purchase Cycle: 15 monthsBookings value: $500k
12/7/20133/1/2016-Closed-W
11/05/2015Sales Email
11/01/2015Proposal
12/18/2015 –3/1/2016
Sustained sales correspondence
/discussion
1/4/2014Sales call: No direct contact
12/11/2013Campaign Email
1/23/2014Campaign Email
4/15/2014Sales call: No direct contact
7/18/14Attends Webinar
8/7/14Campaign Email
Hybrid Journey Customer: EUR-based CPG Total Purchase Cycle: 23 monthsBookings value: $350k
4/24/20143/21/2016-Closed-W
10/9/2014Campaign Email
11/10/2014Campaign Email4/24/2014
Attends Event
8/5/2014Campaign Email
4/25/2014Sales Email
6/18/2014Sales Email
9/16/2015Sales Email
12/10/2015Proposal
12/14/2015 –3/10/2016
Sustained sales correspondence
/discussion
5/30/2014Sales call: No direct contact
The Perception Gap: Who Does What?
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Sales
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Overlap
Then Now
Sales
Where We Decided to Focus
Drivers of Sales-Marketing Alignment:
• Common objectives
• Joint planning
• Account segmentation
• Messaging
• Demand Gen
• SLAs
• LDRs
• KPIS and ROI
• Analytics
• Tech stack
• Closed-loop feedback
• Education
13
ACCOUNT SEGMENTATION IS THE FOUNDATION FOR SALES & MARKETING SUCCESS
Quota Setting
Territory Design
Talent Management
Compensation
Account Prioritization &
Coaching
Demand Generation, Lead Management
Lionbridge
Account Potential
14
ACCOUNT SEGMENTATION WILL PRODUCE A PRIORITIZED UNIVERSE OF CUSTOMERS AND PROSPECTS
Account Score
Propensity-to-Buy Factors
Growth & Predictive Factors (Y-o-Y Growth %)
Ideal Company Profile Factors
Firmographic Factors (Revenue/Employee
size)
Account Potential
Segment Potential – Over all
spend of other similar
companies
- Industry standards
- 80th Percentile of current
spend
- Share of Wallet - % of spend
that LIOX has
L M H
H
M
L
Potential
Pu
rsu
e
Prioritized
Deprioritized
Prioritized
Accounts
“Who should we pursue?” “How much can they spend?”
“Where should all resources
(people, money and time)
be allocated?”
SBU Planning Process
• Breaks-down planning into more manageable efforts
• Joint Accountability
• Iterative Process
– Provides opportunity for each side to challenge assumptions
– Ensures we are being data-driven
Go Forward
• Joint GTM Planning Process
• Refresh Account Seg data (Marketing)
• Refresh ideal customer profile (Marketing)
– Leverage Predictive Analytics
• Ranking priority accounts (prospect and existing)(Sales)
• Negotiate Marketing programs/support by SBU (Sales, Marketing)
– ABM programs
– Lead Development alignment
202/1/2017 202/1/2017
BUILDING TO TARGET CONTRIBUTION
0%
17%
25%
30%
8%
17%
3%
8%
17%
25%
0%
5%
10%
15%
20%
25%
30%
35%
Baseline 12-months 24-months 36-months
Marketing Contribution % of Sales Opportunities
Lionbridge Goal Lionbridge Actual B2B Benchmark
Nov 2016 Nov 2017 Nov 2018Nov 2015
TBDTBD
75%
25%
Sales
Marketing
When starting from a zero baseline,
the average b2b marketing team
requires 3 years to maturate to 25%
% o
f S
ale
s O
pp
ort
un
itie
s
Aligned on Commitments
• MKTG signs-up for revenue commitments
• Specific funnel targets based on previous performance
• Drives SBU discretionary budget
Measurement and Reporting
Activities/Tactics Demand Gen Performance Cost-effectiveness
Personnel Field Marketing, Sales teams
Sales Leaders, Demand Gen leader, CMO, GM
GM, CMO
Cadence Weekly, Bi-weekly Monthly Quarterly
Metrics • Overview of activities
• Review of lead data
MKTG performanceagainst targets:• Revenue
• Close rates• Pipeline
• Conversion rates• Leads• Velocity
MKTG ROI:• Cost/• Investment to Pipe,
Investment to Rev• Avg. Opp Size• Sales performance• CAC
#1 Reason Reps Don’t Make Quota
Inability to articulate differentiated value in front of the customer
The Perception Gap: Who Does What?
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Sales
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Overlap
Then Now
Sales
We needed a different approach
• This is a radical change of approach for many Reps
• Scripted sales conversations have not been a Lionbridge tradition
• Product knowledge is uneven
• A new buyer type with different expectations of the sales experience
Getting messaging adopted
Proficiency
ProductMessage
Salesperson
Formal Product
Training Rollout Approaches
38% Limited demonstration of
message proficiencyPractice & Role Play is limited
22%
87% said less than ¾ of their sales force is delivering the message as
intended
A social learning approach
Observe Imitate Feedback Repetition Certify
Elements
Videos Storyboard Script PPTX Related Research
Commercial Tribe – Reps place to practice
Applications– Messaging Certification
– Onboarding
– Team communications
– Coaching
– Knowledge Sharing
– Win/Loss stories
– Case studies
Adoption and Practice
30
93% have logged in within the last month
5 practices per rep
Increased ASP and Deal Size
Improved Rep Confidence Greater Return on CVI investment
Over 500 Practices
500+