Sales and Marketing:The New Power Couple Has Arrived

Adam BlitzerGM, Sales Cloud, Salesforce

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JU: flexible, giving, gentle

DO: system, path, philosophy

JUDO: flexible systemHeight: 2.01 meters

Weight: Unknown

Style: Crouching Tiger

Signature Move: The Flying

Marketer

Sponsors: Wife, son, Pardot

Coach: None needed

Eyes: Brooding

Judoka

Adam Blitzer

STATS

THE B2B PLAYBOOK IS BEING REWRITTEN

Marketing Sales

TODAY, B2B BUYERS FORGE THEIR OWN PATHS

Marketing

Sales

Marketing

Sales

6

Disconnected teams: Marketing and Sales silos

Disconnected tools: Fragmented, hard to access

and use

Disconnected story: No holistic view of buyer

makes insights elusive

MOST COMPANIES ARE STRUGGLING TO ADAPT

7

MARKETING AND SALES ARE LEFT FEELING LOST

of marketers are

struggling to personalize

customer interactions

of sales reps feel they do not

have the right information

before making a sales call

48% 42%

Source: Forrester Research, Lattice Engines/CSO Insights

8

68%

of companies have

not identified their

sales funnel

79%

of Marketing

leads are never

converted to

Sales

Only 46%

of reps win more

than half of

potential deals

10%

of revenue lost

per year due to

Sales and

Marketing

misalignment

Limited

Visibility

Poor Lead

Quality

Not Enough

Leads

Low Lead

Conversion

Missed

Revenue

Target

Source: Marketing Sherpa/Marketing Sherpa/TAS Group/IDC Group

THE COST OF BEING DISCONNECTED

SO, WHAT DOES THIS MEAN FOR MARKETING

AND SALES?

FIND OUT IN… A TALE OF TWO SUPERHEROS.

10

11

THREE SIMPLE STEPS TO WORLD DOMINATION

World

Domination

in

Three Simple

Steps

HAVE A PLAN GET SOME GADGETS USE THE BAT SIGNAL

12

SALES VS. MARKETING:

ROUND ONE

We missed our

target – we need

more air cover!

We send you tons

of leads. You just

aren’t closing them.

13

TODAY’S KPIs ARE OFTEN MISALIGNED

Show me the

money! Secret Lair

Social Media Strategy

SALES MARKETING

14

WHEN SALES & MARKETING AREN’T IN SYNC

Quick! Our funnel is

under attack!

Quantity over quality

Turf wars over attribution

Marketing is a cost center

Focus solely on more volume,

neglecting existing pipeline

15

A HAPPY AND HUMMING LIFECYCLE MODEL

Breaking down funnel

barriers means:

One scorecard for your

business

Content for each stage

A lead recycling model

Attention

Attraction

Acquisition

Engagement

Development

Retention

Advocacy

Win-Back

Marketing

16

BROKERING A PEACE TREATY

DEFINEMQLs and SQLs

together

ESTABLISHan SLA between teams

REVISIT Every quarter

Sales Marketing

What’s happening in the

trenches

Market research &

campaign data

17

TWO-FACTOR LEAD QUALIFICATION

Tracked behavior

Recency of engagement

Frequency of engagement

Content consumption

Geography

Industry

Company Size

Title

Interest Fit

MEANWHILE BACK AT THE SUPER

SECRET RENDEZVOUS POINT…

19

We need more

content. NOW!You never use it

anyway!SALES VS. MARKETING:

ROUND TWO

20

MOST CONTENT NEVER GETS USED

“70% of content created by B2B

marketing teams is never used by sales.”

No time to

search, need

to sell!

That’s because content

tends to be…

Hard to find

Stale

Persona-agnostic

Stage-agnostic

First-party

Source: SiriusDecisions

21

CREATE A CENTRAL REPOSITORY

One Stop

ShopFilter by

Type

Filter by

Topic

22

NURTURE YOUR SALES TEAM

23

CONTENT IS A TEAM SPORT

What’s happening in the

trenches

Market research &

campaign data

COLLECTideas from Sales.

MAPassets to your sales cycle.

MEASUREcontent performance.

Sales Marketing

LET’S CHECK IN ON OUR HEROS.

ARE THEY FEELING THE

ALIGNMENT YET?

25

You aren’t getting

leads to us fast

enough.

You don’t follow

up fast enough!SALES VS. MARKETING:

ROUND THREE

SPEED MATTERS!

-InsideSales.com

“35 - 50% of sales go to the vendor that

responds first.”

Source: InsideSales.com

27

WHY DON’T REPS FOLLOW UP?

Sales Says…

They don’t know a lead came in

They are away from their desk

They are working on more pressing,

“hot” leads

The lead was a bad fit

28

INTERRUPT YOUR REPS – THEY DON’T MIND!

Recency & context boosts

close rates.

Push alerts everywhere they work

Provide behavioral history

Activity notifications

Consider specialized teams

29

PUT THE POWER IN THEIR HANDS

Hand over the keys to the

Batmobile.

Provide customized templates

Give access to nurturing

campaigns

Let sales run reports

Enable collaboration

30

ATTACK FROM ALL ANGLES

What’s happening in the

trenches

Market research &

campaign data

ACTin the moment.

ENABLEwith marketing-approved

assets.

OPTIMIZEasset performance.

Sales Marketing

31

32

ALIGNMENT TRANSFORMS BUSINESSES

Pardot customers of all sizes see results at every stage of the sales funnel

+37%

in campaign

effectiveness

+34%

in marketing ROI

+34%

in revenue

Source: Salesforce Pardot Customer Relationship Survey conducted

February 2015 – March 2015 on 460+ customers randomly selected

+38%

in prospect

engagement

Q & A

THANK YOU