Post on 12-Feb-2017
transcript
Summer Camp(aigns) Part 3: Marketing & Sales Alignment
Joe PaoneManager, SMB Marketing Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Housekeeping
• This webinar is being recorded – keep an eye out for the slides and recording sent to your email later today• Questions? Type them in the chat box and we will
answer!• Posting to social? Use #mktgnation• There is a brief survey after the webinar
Attract Engage Close
Drive more inbound
website traffic
Convert web visitors to
leads
Right message Right person
Right time
Accelerate the sales cycle
Increase quality leads to sales
Win more deals
Attract Engage Close
Drive more inbound
website traffic
Convert web visitors to
leads
Right message Right person
Right time
Accelerate the sales cycle
Increase quality leads to sales
Win more deals
Agenda
• The benefits of sales and marketing alignment • Practical steps to achieve alignment• How we do it at Marketo
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Sales and marketing alignment is the process of getting these two departments to effectively work together towards a common goal.
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Why Alignment is Important
Companies that have aligned sales and marketing teams achieve up to 19% faster growth and 15% higher profitability.*
*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.
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Improves Conversion Rates
Exceeded “meetings scheduled” quota by
Leads Generated by Sales Development
97%Sales Development Revenue Pipeline
101%
Tighter alignment of marketing and sales yields more leads, more opportunities, and more deals closed at LiveIntent
“Marketo gives us visibility into what’s working and who is actually engaging. We can prioritize outreach in our CRM system; the right leads are coming in and we’re reaching out to them and getting great results.”-Scott Daily, Digital Marketing Manager
50%
How Do You Achieve Alignment?
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Step #1: Define Common Terms
• Marketing Qualified Lead (MQL)• Sales Qualified Lead (SQL)• Opportunity• ROI
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Source: CSO Insights
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What Is A Marketing Qualified Lead (MQL)?• At Marketo, for new business… • A sort score of 100+, which is a combination of:• Demographic “Fit Score”• Engagement score
• Account Score• Propensity to buy
• Can be a MQL once every 6 months
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Customer MQLs
• General MQLs or product MQLs?• Based on Product Interest score
• Threshold: 5
• Can be an MQL for multiple products• Can become an MQL once every
3 months
Premium Support
Cross-sellproducts
Recurring Services
PRODUCT MQLs
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What Is A Sales Qualified Lead (SQL)?
• A lead that has been accepted by an Account Executive• Demonstrated BANT• Budget• Authority• Need• Time
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Step #2: Define Your Revenue Funnel
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Opportunity CustomerLead
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Nurturing Database
BOFU
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Exposed to us via content, brand, or word of mouth
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Opportunity CustomerLead
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Feels a relationship and trust with us
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Opportunity CustomerLead
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Names are just names
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Meaningful interaction with us
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Opportunity CustomerLead
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Nurture until ready for next step
Qualified potential customer
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Marketing qualified lead (score > 100) – Sales Development Rep (SDR) reach-out
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Opportunity CustomerLead
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Qualified as sales-ready by Sales Development Rep (SDR)
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Opportunity CustomerLead
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Accepted and actively worked by sales:marketing quota attainment
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Step #3: Set Common Goals & Plan Smartly
Goal Team ResponsibleTargets MarketingMQLs, Meetings MarketingSQLs, Opps SDR, MarketingWins, Revenue Sales (AE’s)
We Invest In Broad Mix Of Programs
PPC
Online Ads
Content SyndicationSponsored Webinars
Social Ads
Sponsored Email
Events
PAID
Social
Blog
SEO
UNPAID
Great Content
RTP
TOFU MOFU BOFU
TOFU MOFU BOFU
PPC, SEO Social Media
Events Content Synd.
Sponsored email,
webinars
NurtureD/base emailField events
WebinarsMid. stage
content
DemosCase Studies
Late stage webinarsLunch & Learn
Competitive content
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Step #4: Utilize Lead Scoring
Lead scoring—a method of ranking leads for their sales-readiness, agreed upon by both sales and marketing—is essential to ensuring that your organization is aligned.
Download our Definitive Guide to Lead Scoringhttp://www.marketo.com/definitive-guides/lead-scoring/
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Why Score Leads?
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Types of Lead Scoring
• Demographic Scoring• Asset Scoring• Behavior Scoring• Product Interest Scoring
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Step #5: Implement Account Scoring
Account scoring—a predictive score that indicates propensity to buy and likelihood to yield high-value deals.
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Step #6: Plan Together, Succeed Together
31% increase in MQL acceptance
63% improvement in Marketing’s contribution to total revenue
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Step #7: Communicate & Train Often
• Hold trainings for new Sales Development Reps• Monthly updates on upcoming programs• Meet with Sales managers frequently• Weekly forecast calls• Email reports for late stage activities• Product & segment training
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Joint Sales & Marketing Training
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Step #8: Structure Organization for Alignment
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Inbound v. Outbound SDRs
How SDR’s Allocate Their Time
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Stars and Flames show priority
Full list of Interesting Moments
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SLAs: No Lead Left Behind
Thank You!