What Sales Wants from MarketingJune 15th, 2010
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Agenda
• What marketing and sales really think
• The buying process and the internet
• Unified model for demand generation
• Measure what you want to improve
• Marketing & sales infrastructure
• Payback for getting aligned
• Conclusions
• Q&A
Mind the Gap – Understanding Perceptions
What Sales Thinks• Not enough leads• Leads aren’t qualified• Feast or famine• Leads don’t understand what we sell • We have to re-enter data into CRM• We keep getting the same old leads• All the quality leads come from sales anyways
What Marketing Thinks• Sales is too slow on follow-up• They don’t try hard enough to connect
with leads• We have no idea what happens with
the leads• Follow-up is hit or miss• We have no idea what worked and
what didn’t• Why do all the leads have to come
from marketing?
Need Recognition
and Awareness
Information Search
Evaluation of Alternatives Purchase
Post-Purchase
Evaluation
1990 2000 2010
Has the Buying Process Changed?
Why Should You Care?
95%…of your website visitors don’t want to talk to sales, but…
70%of them will eventually buy from you (or your competitors)
Source: @brianjcarroll
How much nurturing is enough?
On average, how many touches (from both sales & marketing) does it take to convert a “suspect” to a “prospect”?
12%
12%
44%
33%
0% 10% 20% 30% 40% 50%
13+
9-12
5-8
1-4
Source: Survey of 125 North American technology companies by The Bridge Group
But the CEO Just Wants More…
REVENUE
Single View of the demand generation
Attract
Engage
Nurture
Capture
Sales-cycle
Lead score
Revenue
Encouraging Sales & Marketing Alignment
1. Identify your ideal customer
2. Define a common language– Sales-ready lead
3. Identify and agree rules of engagement at interface points– Demo request / contact us
– Webinar registrant
– Return-to-marketing
– Closed / lost
– Who will nurture live opportunities?
4. Operate as a single team
5. Measure what you want to improve
Measure What You Want to Improve
• Sales-ready leads count
• Opportunity conversions– Absolute count
– And percentage of sales-ready leads converted
– Don’t forget leads from other sources• Referral
• Inside sales
• Sales prospecting
• Closed business by lead source– Closed-loop marketing
Does your Infrastructure Support Alignment?
Website Marketing Automation CRM
Analytics
• Make sure your marketing technologies integrate with CRM systems so data is shared
• Ensure that proper lead history is being passed on to sales
Integrate Sales and Marketing Technologies
Integrate Sales and Marketing Technologies cont.
What is the ROI of Sales and Marketing Alignment?
• A recent sales optimization survey found: – Sales and marketing alignment (SMA) is the easiest sales productivity
initiative to implement with the highest impact on sales effectiveness (1)
– SMA Leads to 20% higher quota achievement, 25% more proposals result in sales (1)
• A recent study showed that companies that had success with SMA: – Grew 5.4% faster year-over-year than their competitors (2)
– Churned 36% fewer of their customers to competitors each year (2)
– Were 38% better at closing proposals than non-aligned businesses (2)
Source 1: CSO Insights 2009 Sales Performance Optimization SurveySource 2: B-to-B Lead Generation: Marketing ROI & Performance Evaluation Study, 2008
Conclusions
• The web has changed the way prospects navigate the buying process
• Marketing and sales collectively own a single customer funnel
• Collaborate at key interface points and measure progress
• Have an effective sales and marketing infrastructure– Focus people on the relationships
• Continuously review and refine – 360 degree view of customer acquisition
Questions?
Richard Sharp, VP Marketing
604.484.8543
Mike Cowan, VP Sales
604.484.8546
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