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Marketing & Sales: A Lesson in Marriage Counseling © 2013 Appirio, Inc.
© 2013 Appirio, Inc. - Confidential
Appirio Helps You Reimagine Your Business with the Cloud
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Your Business Reimagined
6 years, 500 enterprises, 2.5M users moved to the cloud
The World’s Largest Cloud Expert Community
Services Powered by Reusable Technology and 75k
Crowdsourced Developers
© 2013 Appirio, Inc. - Confidential
The Appirio Path to Results: Agile Strategy to Execution
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StrategyInfuse strategy with
what’s possible• Innovation workshop
• Business agility strategy
• Vendor selection and business case
• Transformation readiness
DeployTransform the way
people work• Transformation blueprint
• Cloud migration
• Custom cloud and mobile development
• Change enablement
ExtendIterate as strategy and
technology change• Strategy on-demand
• Program management
• Cloud management
• Cloud intelligence
• CloudSpokes
Engaged Workforce
Committed Partners
Flawless Operations
Happy Customers
© 2013 Appirio, Inc. - Confidential
Who am I? Ashley Brucker- Business Architect
• Contact me:
@Ash_Said_So
• Expertise in marketing and sales alignment strategies and marketing operations
• 6 years in the marketing operations and marketing automation
• Native Californian with an addiction to heat and a fear of heights
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© 2013 Appirio, Inc. - Confidential
Marketing and Sales: A Match Made in Heaven?
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© 2013 Appirio, Inc. - Confidential
What is “Marketing & Sales Alignment”?
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“When a Marketing Team and a Sales Team agree on and
collaborate towards common goals, strategies, and metrics which lead to greater, more
consistent, and more predictable streams of revenue.”
© 2013 Appirio, Inc. - Confidential7
Statistics that May Break Your Heart…
1/3 of the sales cycle has evaporated because of the ability for prospects to “Self-Serve.”
Source: Sirius Decisions
97% of interactions with sales are considered unproductive by prospects & customers.
Source: Forbes
8% of companies think they have tight sales & marketing alignment.
Source: Forrester Research
80% of B2B purchase cycles are considered complete by the time the prospect contacts the vendor. Source: Forbes
© 2013 Appirio, Inc. - Confidential8
The Arguments that Come Between the Happy Couple
“You don’t appreciate all that I do.”Marketing
“You’re spending too much money.”Sales
“I’m tired of cleaning up after you.”Marketing
“You don’t understand my needs.”Sales
© 2013 Appirio, Inc. - Confidential9
Marketing and Sales: A Match Made in Heaven!!
The 5 Keys to Success in This Marriage
1. Define terminology and rules
2. Establish the stages of the lifecycle
3. Design the hand-off process and feedback loop
4. Establish measurements of “success” that work across the orgs
5. Theirs and theirs platforms
© 2013 Appirio, Inc. - Confidential
The indicator to understand where a lead is in the cycle and how to further engage with them
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A person with the minimum required amount of information for sales engagementLead
A person who prior to sales engagement has provided all required information and has the desired traits of an ideal target
Pre-Qualified Lead
Lead Statuses
The field where the origin of the lead is captured and frozen for tracking of ROI on the sourceLead Source
A true sales or pending sales dealOpportunity
1. Define Terminology…
© 2013 Appirio, Inc. - Confidential
• Establish assignment methodology, e.g., regional, named, round-robin
• Decide if you’ll use queues and if there will be “Account Teams”
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• Abandon the “us vs. them” mentality• Go on Sales calls• Include Sales in campaign development
Mutual Respect
• What data is kept in the CRM or outside of the CRM?• Is there a Marketing Automation tool?• How do they integrate with one another?
Systems of Responsibility
Lead Assignment Rules
• What happens when an existing lead/contact comes back?• What is your policy on duplicates in the system?
Return Leads or Contacts
• Consistent messaging across marketing an sales• Marketing comms should vary from heavy to minimal and back• Allow sales to determine how their leads/contacts participate
in marketing
Marketing Communications by
Stage
…And Define Rules
© 2013 Appirio, Inc. - Confidential
Disqualified Recycle Lost
How to tell if you got it right…1. Do we agree that every Lead/Contact can be accounted for in the
stages?2. What role does each organization play at the different stages?3. What can be automated and what requires manual changes?4. How will each organization have visibility into this pipeline?
Anonymous KnownPre-
Qualified Lead
Engaged Opportunity Closed-Won
2. Establish the Stages of the Lifecycle
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© 2013 Appirio, Inc. - Confidential
Hand-Off Mechanis
ms
• Email Alerts• CRM Tasks• List Views
Service
Level Agreements
• Pre-Qualified• Engaged/Working• Opportunity Stages
Feedback Mechanis
ms
• Lead Status Updates• Opportunity Status
Updates• Add to Campaigns
General SLA Rules of Thumb• 24 hour follow-up for “pre-
qualified” leads• 1 hour follow-up for any
“Contact Me Now” form fill-outs
• Relative to length of sales cycle:• Limited amount of time in
“Engaged/Working” Stages
• Limited amount of time in early Opportunity stages
Marketing
Sale
s3. Design the Hand-off Process and Feedback Loop
@Ash_Said_So13
© 2013 Appirio, Inc. - Confidential
Metric What it Tells You# of “leads” generated How active your lead gen programs are
# of “Pre-Qualified Leads” generated
How effective your lead gen programs are
“Pre-Qualified Lead” Conversion Rates
How accurate is your PQL definition and your initial sales alignment
SLA Compliance Rates How efficient are your sales hand-off and follow-up processes
# of Marketing Sourced Opportunities
How effective & consistent is your messaging and targeting across organizations
Marketing Sourced Revenue How strong is your marketing & sales alignment
• Agree upon terminologies• Establish data-driven processes• Reporting tools like Marketing Automation
or BI Tools
• Benchmark these numbers today• Benchmark them again in 6 months
How do you enable these metrics?
4. Measures of Success that Work Across Orgs
@Ash_Said_So14
© 2013 Appirio, Inc. - Confidential
CRM
Marketing Automation
Marketing Automation• Email Marketing• Scoring• Pre-Qualification & SLA Mgmt.• Data Management• Ongoing Nurturing• Reporting
CRM• Lead Management• Sales Activity Management• Forecasting & Reporting• Opportunity Management
5. Theirs and Theirs Platforms
Disqualified Recycle Lost
Anonymous KnownPre-
Qualified Lead
Engaged Opportunity Closed-Won
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© 2013 Appirio, Inc. - Confidential
Marketing & Sales- A MATCH MADE IN HEAVEN!
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Like any good relationship, it’s about communication, visibility and respect!
© 2013 Appirio, Inc. - Confidential17
So remember…
The 5 Keys to Success in This Marriage
1. Define terminology and rules
2. Establish the stages of the lifecycle
3. Design the hand-off process and feedback loop
4. Establish measurements of “success” that work across the orgs
5. Theirs and theirs platforms
Learn more about Appirio – Thank You!
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