why sales needs marketing to make quota
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REALITY CHECK: Why Sales NEEDS
Marketing to Make Quota
Anne Marsden Principal, Marsden & Associates
Thursday, June 19th at 3:00 PM
Sales and Marketing Need to Play Together
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Image Source: LSP Consulting
How Sales Feels
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How Marketing Feels
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…and buyers are changing
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Image Source: Marketo
Unprecedented Changes in Buying Behavior
So, now what?
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Step 1: Get Found
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Thought leadership (speeches, presentations, OpEds), Videos, Infographics , Industry data/
research, Surveys, Lists, Articles, Quizzes, Blog posts
White papers, Data sheets, Analyst reports, ROI calculators, Webinars, Newsletters, Demos, Buying guides,
Case studies, eBooks
Sales Presentations, Testimonials Pricing guides In-‐person events
SALES Ready to Buy
Preparing RFP & Making Short List
Identify Problem. Research & Create
Internal Business Case
Step 2: Right Info -‐ Right People -‐ Right Time • B2B buyers are often more than halfway to a buying decision before talking to sales
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MARKETING
Step 3: Speak a common language
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Image Source: Fun-‐damentals.com
Who is a “Lead”?
• A person who downloaded something is not a lead.
• A tradeshow visitor is not a lead.
• A demo participant is not a lead. …but someone who does all three might be a lead.
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Step 4: Marketing Automation
Source: Forrester www.MarsdenAssociates.com
Image Source: Forrester
Step 4: Marketing Automation (Continued)
Source: Marketo www.MarsdenAssociates.com
Image Source: Marketo
MA: Hot But With a Long Way to Go
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Step 4: ROI of Marketing Automation. The Big BUT….
Source: Sirius Decisions www.MarsdenAssociates.com
Image Source: SiriusDecisions
Step 5: Lead Scoring -‐ “Google Maps” for Sales and Marketing
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Step 6: Lead Nurturing
Source: Marketo www.MarsdenAssociates.com
Image Source: Marketo
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Step 7: Close the Loop
Image Source: Marketstar
Step 8: Predictive SLA’s
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Hubspot Signals -‐ Free template: Calculate Your Service Level Agreement
30% of sales effort still spent on just 2% of revenue
Sales Needs Marketing
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1. Get good at digital.
2. Right info, right channels, right time.
3. Automate:
• Lead Nurture • Lead Scoring
4. Communicate / Sales input.
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Marketing’s New Mandate
Marketing Needs Sales
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• Close the Loop • Communicate and Educate • Be Brave
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Close the Loop Communicate & Educate
Be Brave
Sales & Marketing: Jointly Driving Success
Marketing – “Help me, help you”
Sales – “Show me the money”
• Get out in front of prospects: Digital and live with targeted content
• Give input on buyer personas, customer pain points, real life experiences
• Gather intelligence on prospect interests (Marketing Automation & Google Analytics)
• Provide customer insights. How they buy, Testimonials, case studies (creating content for marketing)
• Lead score and lead nurture • Lead scoring feedback (not all leads are created equal)
• Communicate! (Promotions, initiatives, changes, etc.)
• Close the loop
• SLA’s • SLA’s
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???
MARSDEN+ a s s o c i a t e s
Based in Atlanta, GA, Marsden & Associates is a full service marketing and business
development firm that brings together the best in marketing strategy, lead
generation and integrated campaigns. For over 10 years, Marsden & Associates has
been working with B2B clients to drive revenue and market share gains while
improving the ROI of their marketing and sales programs.
Visit Our Website: www.MarsdenAssociates.com/
Send us a Message: info@marsdenassociates.com
Give Us a Call: (678) 369-‐0019
Connect With Us: @MarsdenAssoc , @AnneMarsden
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Sources 1. Crandell, Christine. “Sales and Marketing Alignment Begins with the Customer.” Forbes, 2013. 2. Ernst, Jeff, David M. Cooperstein, and Matthew Dernoga, B2B Sales And Marketing Alignment
Starts With The Customer, Forrester Research (2011). 3. Hollar, Katie. “30 Shocking Marketing Automation Stats for 2014.” Capterra, 2014. 4. Kantrowitz, Alex. “Only 16% of B2B Companies Use Marketing Automation: Study.” Ad Age,
2014. 5. Vaughan, Pamela. “30 Thought-‐Provoking Lead Nurturing Stats You Can’t Ignore.” HubSpot,
2012. 6. York, Joel. The New Breed of B2B Buyer, (2013). 7. Calculating the Return on Marketing Automation, SiriusDecisions, (2009). 8. Make It All About the Benjamins: How to Build a Successful Business Case for Marketing
Automation, Nelone, (2011). 9. Sales and Marketing Alignment: A Primer on Successful Collaboration, Aberdeen Group, (2014). 10. The Definitive Guide to Lead Generation, Marketo, (2014). 11. The Definitive Guide to Marketing Metrics and Marketing Analytics, Marketo, (2011). 12. The Demand Gen Pro’s Cookbook, Eloqua, (2014). 13. Sales and Marketing Alignment: A Primer on Successful Collaboration, Aberdeen Group, (2014). 14. Your Move: Leading Prospects from Content to Sales, IDG Enterprise, (2013). 15. “Demand Generation”, www.marketstar.com 16. http://www.getsignals.com/calculate-‐service-‐level-‐agreement-‐template
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