10 ways to align marketing & sales

10 Ways to Align Marketing &

Sales to Accelerate The

Funnel

John Dering

Director, Marketing Programs

Demandbase

@D_Rang

Gabe Rogol

Vice President of Sales

Demandbase

@GabeRogol

©2015 Copyright Demandbase, Inc.

Demandbase Confidential. 2

Agenda

Account-Based Marketing & Why It Matters for

Alignment

10 Tips for Marketing & Sales to Accelerate the

Funnel

Results of Alignment at Demandbase

Q & A

Account-Based Marketing & Why

It Matters for Alignment



Misaligned priorities create a chasm

SALES MARKETING

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts



B2B Marketers face several challenges

Attract the right audience

Engage with the right content

Produce better leads

Understand whether programs

are working, and prove ROI

1

2

3

4









82% of B2B website

visitors are not

potential customers 1

2

3

4









82% of B2B website

visitors are not

potential customers

60% of website visitors

bounce w/o interaction

after one page

1

2

3

4









82% of B2B website

visitors are not

potential customers



after one page


ignore calls-to-action

and remain unknown

1

2

3

4









82% of B2B website

visitors are not

potential customers



after one page


ignore calls-to-action

and remain unknown

67% of CMOs struggle to

prove the long-term

impact of spending

1

2

3

4



Targeting accounts is optimal for B2B

Focuses on best opportunities

Builds consensus across buying team

Supports the Sales reality

Delivers optimal, customer-centric experiences

Ties Marketing programs directly to revenue

10 Steps to Align

Marketing & Sales



Alignment Step 1: Develop Target Account List

1 Identify stakeholders in

marketing and sales

2 Build the list using machine

& human insights

3 Scrub list with stakeholders

for accuracy





marketing and sales


& human insights


for accuracy



Alignment Step 2: Develop Content Strategy

PERSONALIZED CONTENT ALONE HAS SHOWN OVER 80% LIFT IN ENGAGEMENT

Source: Demandbase Customer case studies





OPTIONS:

Industry/Vertical 1






OPTIONS:

Industry/Vertical 1

2 Company Size






OPTIONS:

Industry/Vertical 1

2 Company Size

3 Company Name




Alignment Step 3: Speak the Same Language

Habla

Sales? Parlez-vous

Marketing?



Alignment Step 4: SLA’s

of marketing

generated leads are

never followed

up by sales.

50%

- Miller Pierce, 2014 VOC Study



Alignment Step 5: Market to the Full Funnel



ATTRACT

ENGAGE

CONVERT

Alignment Step 5: Market to the Full Funnel



Alignment Step 6: Enable Sales to Engage

Accelerating the funnel means giving Sales the ability to

quickly understand:

1

2

How is website

engagement trending?

3

What content are they most

interested in?

Are there any anomalous

behavior patterns?




Know Before You Call: Giving Sales buyer signals in email



Alignment Step 7: Enable Sales to Educate

Call With The Right Message: Giving Sales more tools to

connect



Alignment Step 7: Enable Sales to Educate

Call With The Right Message: Giving Sales more tools to

connect

https://demandbase.atlassian.net/wiki/display/MktgCenter/Field+Marketing



Alignment Step 8: Measure Engagement

Track results against the entire target list by Sales structure

Returning or

Net/New? Engagement

Spikes?

Track Effort

Across Funnel



Alignment Step 9: Attribution for Campaigns

1 Both teams responsibility

2 Make it easy

3 Update frequently



Alignment Step 10: Feedback Loops

1 Inclusion of Priority Accounts

2 Exclusion of Accounts

3 Regular Meetings

4 Automate Targeting

5 Wash, Rinse, & Repeat

Request Advertising






3 Regular Meetings



Request Advertising



10 Steps to Align Marketing & Sales

1. Develop a target account list





2. Develop content strategy






3. Speak the Same Language







4. Create departmental SLA’s








5. Market to the full funnel









6. Enable sales to engage










7. Enable sales to educate prospects











8. Measure what counts - engagement












9. Attribute for Success












9. Attribute for Success

10. Create Feedback Loops

How Marketing & Sales Alignment

Has Helped Demandbase



Funnel Metrics – Before & After Alignment

MQL SAL PIPELINE CLOSE

82%

49%

14%





82%

49%

14%

96%

64%

26%





82%

49%

14%

96%

64%

26%

14%

15%

12%



DB3k vs Non DB3k Accounts

Sales Team Close Rate ACV Funnel Velocity

Enterprise 3.8x +35% +2%

Mid Market 2.6x +40% -20%

Advertising 1.6x +31% +65%

Thank You!

John Dering

Director, Marketing Programs

Demandbase

@D_Rang

Gabe Rogol

Vice President of Sales

Demandbase

@GabeRogol

April 29-30, 2015 | AT&T Park, San Francisco MarketingInnovationSummit.com

Join over 500 progressive marketers at AT&T Park in San Francisco for the 2nd Annual

Marketing Innovation Summit for B2B on April 29-30th.

• Attend innovation showcases by progressive digital marketers to hear their success stories

• Education opportunities at the Demandbase University Workshops

• Hear from industry analysts, investors and marketing leaders on the future of B2B Marketing

• Inspiring keynotes in AT&T Park's Stadium

Register by March 31st!

Save $100 with code LUCKY100