Summer Camp(aigns) Part 3: Marketing and Sales Alignment

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


Sales and marketing alignment is the process of getting these two departments to effectively work together towards a common goal.


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.


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?


Step #1: Define Common Terms

• Marketing Qualified Lead (MQL)• Sales Qualified Lead (SQL)• Opportunity• ROI


Source: CSO Insights


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


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


What Is A Sales Qualified Lead (SQL)?

• A lead that has been accepted by an Account Executive• Demonstrated BANT• Budget• Authority• Need• Time

Page 16Marketo | © Marketo, Inc. 05/01/2023

Step #2: Define Your Revenue Funnel

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Opportunity CustomerLead

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BOFU

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Exposed to us via content, brand, or word of mouth

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Feels a relationship and trust with us

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Names are just names

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Meaningful interaction with us

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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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Qualified as sales-ready by Sales Development Rep (SDR)

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Accepted and actively worked by sales:marketing quota attainment


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

Email

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


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/

http://www.marketo.com/definitive-guides/lead-scoring/


Why Score Leads?


Types of Lead Scoring

• Demographic Scoring• Asset Scoring• Behavior Scoring• Product Interest Scoring


Step #5: Implement Account Scoring

Account scoring—a predictive score that indicates propensity to buy and likelihood to yield high-value deals.


Step #6: Plan Together, Succeed Together

31% increase in MQL acceptance

63% improvement in Marketing’s contribution to total revenue


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


Joint Sales & Marketing Training


Step #8: Structure Organization for Alignment


Inbound v. Outbound SDRs

How SDR’s Allocate Their Time


Stars and Flames show priority

Full list of Interesting Moments


SLAs: No Lead Left Behind

Thank You!

Date post:	12-Feb-2017
Category:	Technology
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Summer Camp(aigns) Part 3: Marketing and Sales Alignment

Technology