Aligning Sales and Marketing

Vidyard

PRESENTERS• Joe Gelata– Demand Generation & Revenue Operations

• Amar Chahal– Insights & Growth Hacker

VIDYARD THE COMPANY • B2B SaaS• 10-15% monthly growth• 100 employees by end 2015• Pardot + Salesforce + Full Circle• Truly metrics driven

VIDYARD THE PLATFORM• Video Marketing Platform• Encoding + Hosting + Player– CTA’s, Lead Capture, Sharing

• Video Analytics• CRM & MAP Integration– Salesforce, Pardot, Eloqua, Marketo, Act-On

• Close loop between views and revenue

MARKETING & SALES ALIGNMENT• Universal challenge that grows with

size• Separate activities will always create

silos

BAND-AIDS• CEO aligns VP Marketing and VP

Sales• CRO manages Marketing & Sales• Problem:– Only high-level alignment

MARKETING & SALES GLUE• Treat as one function with

multiple steps (Smarketing)• Low-level processes are linked• Visibility is key• Revenue Operations

REVENUE OPERATIONS• One group across

the entire revenue engine

• Manages processes and systems that optimize revenue generation

Insight

Process Development

Implementation

Enablement

INSIGHTS• Funnel insights driven by Full

Circle• Visibility and transparency

across the entire funnel• One view of marketing and sales• Links marketing inputs to sales

outputs

PUTTING IT INTO ACTION 1• Waterfall report revealed 50% MQL to

SAL rate• Drill down by campaign showed it

was due to lack of data• Kicking off ‘Smart Form’ project to

enrich form data

• Waterfall report revealed 50% MQL to SAL rate

• Drill down by campaign showed it was due to lack of data

• Kicking off ‘Smart Form’ project to enrich form data

PUTTING IT INTO ACTION 1

PUTTING IT INTO ACTION 2• Waterfall report also revealed low SAL to SQL

rate for SDR team• Drill down into Status Reason showed difficulty

connecting via phone• Kicked off projects to increase connects

– Increased required dial attempts– Implementing phone system with area-code ghosting– Analyzing optimal calling times & scheduling accordingly

PUTTING IT INTO ACTION 2• Waterfall report also revealed low SAL to SQL

rate for SDR team• Drill down into Status Reason showed difficulty

connecting via phone• Kicked off projects to increase connects

– Increased required dial attempts– Implementing phone system with area-code ghosting– Analyzing optimal calling times & scheduling accordingly

WHAT’S NEXTVolumeROIConversionsVelocity

Q&A