THE STATE OF SALES & MARKETING ALIGNMENT IN 2018 · The State of Sales and Marketing Alignment in...

THE STATE OF SALES & MARKETING ALIGNMENT IN 2018

How Leading B2BCompanies DriveGrowth by AligningGo-To-Market Teams

#alignedtoachieve @insideview

PANELIST

Tracy EilerChief Marketing Officer, InsideView

@tracyeiler

Barbara GiamancoB2B Sales Expert

@barbaragiamanco


HOUSEKEEPING

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The recording and deck will be emailed to you following today’s webinar.


AUDIENCE POLL Describe the relationship between your sales and marketing teams?


Topics

•Challenges

•How to Get Aligned

•What Success Looks Like


.

36%more business growthhigher customer retention

Source: SiriusDecisions, MarketingProfs#alignedtoachieve @insideview

.

38% higher sales win rates

10% more reps hitting quota

Source: SiriusDecisions, MarketingProfs#alignedtoachieve @insideview

.

Sales & Marketing leaders are motivated to align but not ready.

Yet


Blockers of Sales andMarketing Alignment


REPORT DEMOGRAPHICS - 519 RESPONDENTS


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%


Lack of accurate data CHALLENGE #1


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.


AUDIENCE POLL How accurate is your organization’s measurement of Total Addressable Market (TAM)?



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%


WE ASKED

What go-to-market maturity stage best aligns to your company?

REPORT RESULTS

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54% of companies are here


BACK AT THE OFFICE


CommunicationCHALLENGE #2


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%)


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



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?


THE NEW FUNNEL


Report on the same metrics. Focus on pipeline

Bite the bullet and give marketing variable compensation

Review your funnel definitions

BACK AT THE OFFICE


Processes are brokenCHALLENGE #4


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%)


Focus on handoff points

Jointly define everything

Smarketing meetings

Create & execute SLAs

Focus on pipeline

BACK AT THE OFFICE


HOW DO YOU REALLY FEEL?


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


REPORT RESULTSREPORT RESULTSWE ASKED

What each team really thinks of the other ? (% responding true)


Preparing for Next Gen Leaders


MILLENNIALS MAKE AN IMPACT


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


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 ?


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



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%


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.


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


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

THE STATE OF SALES & MARKETING ALIGNMENT IN 2018 · The State of Sales and Marketing Alignment in...

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