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The Case for Enterprise Sales & Marketing Alignment
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Transcript of The Case for Enterprise Sales & Marketing Alignment
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The Case for Enterprise Sales & Marketing Alignment
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"There aren't enough leads and the leads
that we do get aren’t any good."
Sales Scott
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“Sales doesn’t follow up with the leads or
put in enough effort to qualify them."
Marketing Mary
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SALES
“simple-minded”
“cowboys”
“incompetent”
“paper pushers”
“academics”
“irrelevant”
MARKETING
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Can’t we all just get along?
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Companies with strong sales & marketing alignment achieve 20% annual growth rate.
Aberdeen
Group
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Compared to a 4% decline in annual revenues for companies with poor alignment.
Aberdeen
Group
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Sales + Marketing = SMARKETING
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BUILDING A
1 SMARKETING
ORGANIZATION
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How to Start SMarketing
1 Set up closed-loop reporting
2 Agree on terminology
3 Implement a bi-directional SLA
4 Manage SMarketing
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Traditional Marketing
Marketing Sales
Duplicate leads Limited lead info
No feedback from sales No ROI measurement
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Closed-loop Marketing
Marketing Sales
Contact info & status updates Closed loop data to analyze
De-duplicate leads Import to CRM
Lead intelligence
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2 AGREEMENT ON TERMINOLOGY
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Define Your Lifecycle Stages
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What is an MQL?
Stimulate
Interest
Follow-up
Quickly
Avoid Take
Orders
Fit
Interest
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MQL Example
A contact at a company that has filled out a landing page, and works at a company of 200-1,000 employees in North America.
A contact at a company in the US who filled out the form to request a sales demo or started a trial.
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Grade Your Leads
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Need help? Use this template:
Free template for calculating your Smarketing leads goal
Download
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IMPLEMENT A
3 SERVICE-LEVEL
AGREEMENT (SLA)
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MARKETING TO
SALES
Number and quality of leads required to hit
company revenue goals
Speed and depth of lead follow-up that makes
economic sense
SALES TO
MARKETING
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How many leads of a certain quality does a sales rep need to make quota?
How many leads does a sales rep need to be busy 100% of the time?
The Marketing SLA
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Will sales do any prospecting?
What % of sales opps will marketing originate?
What % of sales opps will marketing influence?
The Marketing SLA
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Computing the Marketing SLA
MQL Type Average Revenue / Customer
MQL to Customer Close
%
Value per MQL
Whitepaper $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Online Demo $150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales $110,000 10.0% $11,000
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Build a SLA Waterfall
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The Sales SLA
How many call/email attempts should sales make for every lead of a certain quality to not waste leads?
With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
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Example SLAs
Marketing will deliver 100 MQLs per sales rep per month
Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days
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Need help? Get detailed tips here:
Learn how to create a service-level agreement (SLA) from HubSpot & LinkedIn:
Download
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4 MANAGE SMARKETING
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Dashboards
Get individuals and teams to fix problems without management intervention.
• Frequent
• Transparent
• Public
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Marketing Dashboard
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Marketing Dashboard
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Sales Dashboard
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Sales Dashboard
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Monthly Marketing Reports
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Monthly Management Meetings
Key managers attend
Lots of discussion
Dive deeper into more contentious issues
Resolve disputes
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Want more? Read this guide:
The Executive Guide to Enterprise Inbound Marketing
Download
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Thanks for reading
iSmart Communications is a lead generation marketing agency based in Singapore. We work with our clients to cost-effectively manage their marketing programs using an innovative and time-tested Inbound Marketing System designed by HubSpot, the world’s No.1 Inbound Marketing Software Platform