The Recipe for Successful SALES & MARKETING Integration
Learn how marketing and sales can work together to create a powerful system that consistently gets qualified leads through your sales process.
PRESENTERS: MICHAEL REYNOLDS / BRIAN KAVICKY
Michael ReynoldsAbout Michael: • President / CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net
Agenda
Today we’ll cover: !• Marketing’s role in business development • Qualifying inbound leads • Marketing database / CRM integration • Following up on inbound leads • Continuous feedback and optimization
Sales & MarketingSales and marketing are not the same thing. They are two distinct roles and systems.
Goal of SalesTo help prospects make good decisions.
Lead GenerationFrequently misunderstood. Don’t put the entire burden on your sales people.
Sales Scalability
Problems with old methods: !• Prospects don’t respond as well • Difficult to scale • Not a targeted approach • Leads dry up • Causes burnout
Inbound MarketingA modern marketing system makes use of teaching through relevant content, such as blogs, long-form content, social media, video, and other tools.
Inbound Marketing StatsFrom HubSpot: !• Companies that blog get 55% more website visitors
than those who do not • Inbound marketing delivers 54% more leads into the
marketing funnel than traditional outbound leads • B2B Companies that blog generate 67% more leads
per month than those who do not • 48% increase in inbound marketing budgets in 2013 • Outbound budgets decline to 23% of spend
Role of MarketingThe job of your marketing department is to create awareness, GENERATE NEW LEADS, and nurture/filter those leads toward the sales team.
Lead ScoringLead scoring is a way to learn the level of interest of your leads over time and react accordingly.
Lead ScoringTimelines can help you determine the interest level of a lead.
Qualifying Leads
Criteria for scoring leads: !• Job title • Industry • Type of activity • Level of interest • Custom criteria
CRM IntegrationA good sales & marketing system integrates marketing database and CRM together.
Marketing/Sales HandoffTight integration occurs when your marketing system is effectively scoring and filtering leads and your sales team is taking them through a process.
Segmentation = Efficiency
Flow MQL List into CRM
Start to Qualify for Sales
Following UpThe old rules of sales followup don’t work. You need to take an inbound approach.
Use a Sales Process
Culture of IntegrationIntegration between marketing and sales is not just a technical issue... it’s part of your culture and process.
Collaboration Process
How to work together: !• Weekly meetings between sales/marketing • Review feedback from prospects/clients • Review marketing tools/content available • Optimize and course-correct • Create content from data and experiences
