closing the sales to marketing gap (dreamforce 2013)

Closing the Sales and Marketing GapClosing the Sales and Marketing GapCollaboration Drives Success

Casey Cheshire, Sesame Software, VP Marketing

@CaseyChesh

Derek Grant, Salesforce, Director Sales, Pardot

@derekgrant

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Why does it feel like this…

… instead of this?

Agenda

• Instructions

• Agenda

• Misalignment Stories

• The Six

• Conclusion

• Q&A

Does this sound familiar?

A Cold War

Marketing automation provides a jumpstart to alignment by connecting your sales and marketing systems.

6 Strategies to Increase Sales and Marketing AlignmentUsing Automation

Strategy 1: (Re)Align Goals(Re)Align Goals

We’re all in this together•Marketing enables Sales•Sales secures marketing spend

Stop Competing & Align Goals

On Funnels & Pipes

Split Pipelines•Marketing goals are driven by volume•Sales goals are driven by revenue

The Handoff•Marketing sends “qualified leads” to the beginning of sales process

Dualism is difficult•High lead volume isn’t inherently a “good thing”

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Where The Model Breaks Down

Marketing•Generate lots of leads•Send most to sales•Limited qualification

• Geography• Title / Department• Revenue

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Where The Model Breaks Down

Sales•High volume of names = #FAIL•Cycles spent “looking for a needle in haystack”•Sales focuses on “low hanging fruit”•Neglect longer term prospects•Low conversion rates on marketing-sourced leads

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Use a Single Funnel

• Create a Single view• Unified “scorecard”• Waterfall model• Easy measurement• Alignment with the

ultimate goal – driving revenue for our company

Strategy 2: Start TalkingStart Talking

Make Sure Sales Knows About the Awesomeness

Marketing, Meet Sales

Sales Likes•Long walks on the beach•Qualified Leads•Pina Coladas•Campaigns that move people through the buying cycle

What they can share:•Prospect pain points•Friction points in the sale•Competitive intel

Establish a Weekly Cadence

• Review Metrics• Number of assigned leads• Number committed to pipeline

• Disqualified • Number and reason

• Strong channels for closed/won opportunities

• Where are the best leads coming from?• How do we get more?

Broker Peace With Agreements

Specify how quickly sales should connect with a lead• First contact wins 78% of the time• Easier to connect quickly

Strategy 3:Create Content That MovesCreate Content That Moves

Content is More Than Conversion Bait

What’s my purpose in life?

Map Content To The Sales Cycle

Top of Funnel – Lead Generation•White Papers•Data Sheets•Webinars / Recorded Webinars

Middle of Funnel – Building Credibility•Case Studies•Content (Blog posts, infographics, etc.)

Bottom of Funnel – Removing Risk or ROI focused•Success Stories / Testimonial Videos•Executive Value Guide•ROI Calculator

Map Content To The Sales Cycle

Strategy 4:Collaborate on GradingCollaborate on Grading

Ask Sales about their ideal prospect, they talk to them all day!

Grading: Consult & Update

Strategy 5:Don’t Hoard, EmpowerDon’t Hoard, Empower

Don’t Hoard, Empower

• Integrate with CRM• Display Prospect Activity• Enable Sales Selected

Lists (& Drips)

Strategy 6: WiretapWiretap

Wiretap Your Sales Team

Priceless communication:•First MQL Contact•Demos & Questions•Final Calls

Getting the inside scoop:•Go through new sales training•Read the Sales Playbook•Attend sales meetings

Putting It All Together

Final Thoughts on The Seven Tips

1. (Re)align Goals – Create a single funnel

2. Start Talking – Hold a weekly touchbase

3. Create Content that Moves – Map content to stages

4. Collaborate on Grading – Confirm ideal prospect

5. Don’t Hoard, Empower – Enable CRM Lists

6. Wiretap – Sit in on sales calls

Casey CheshireCasey Cheshire

Sesame Software, VP Marketing

@CaseyChesh

Derek GrantDerek Grant

Salesforce.com, Director Sales, Pardot@derekgrant