how marketing automation can strengthen sales and marketing alliance
TRANSCRIPT
How Marketing Automation CanStrengthen the Sales & Marketing Alliance
Larry Fleischman, Director of Marketing, Televerde
Who We Are…
• B2B outsourced demand
creation agency• High-tech specialty• Identify and nurture net new sales oppty’s• Integrated approach – “Category of One”
Generation of $2 billion in new
sales revenue for clients over past 15 years.
Some Stats…
• 15 years of accumulated data,
insight and best practices• Engagements with 1,200+ clients• Design & implement 650 campaigns
annually• Workforce of 350 in 5 Knowledge Centers
Alignment of Televerde CompetenciesWith the Integrated Approach
Data & Insight
Data & InsightData & Insight
Open Opportunity Analysis
Sales Support & Optimization
Nurture
Go-to-MarketStrategy
Data Analysis,Maintenance &Management
MarketResearch &Analysis
DemandCreation &Discovery
SQLCustomer Satisfaction & Loyalty
Closed-Won Opportunity Analysis
Closed-Lost Opportunity Analysis
MQL
SAL
Research
Market/Territory ProfilingAccount Profiling Competitor ProfilingOpportunity AnalysisCustomer Sat & Loyalty
Exactus Data
Data Gap AnalysisData RemediationData ManagementData Products
Specialty Marketing
Content DevelopmentEmail Design & SendsEvent ManagementWeb DevelopmentWeb ChatWebinar ProductionDirect Mail
Integrated Nurture
Program DesignData ManagementMonitoring & ScoringContent DevelopmentIntegration w/Dialogue
Dialogue-Based
Lead GenerationLead QualificationAppointment-SettingEvent RecruitmentDirect SalesIntegrated NurtureSales SupportOpportunity AnalysisCustomer Sat /Loyalty
Reporting
Campaign PerformanceBusiness Reviews Program AnalysisWeb-Based Portal
Four-Phase Approach:1. Strategy & Planning2. Create, Discover, Convert, Accelerate3. Nurture, Support, Assess4. Analyze & Refine
Life Before Marketing Automation
Is it possible that an agency specializing in salesand marketing could experience its own “Gap”?(A little embarrassing, but… Yes.)
• One-dimensional lead intelligence and “scoring” model• Anecdotal, one-way (sales to marketing) information push• Less than desirable long-term lead accountability• No tracking of inbound web inquiries and behavior• Lead waste, lost revenue, lack of ongoing engagement• Sales and marketing had one (wrong) thing in common:
A one-way view of the world (seller’s vs. buyer’s journey)• Bottom line: Unnecessary frustration
Life During Marketing Automation
MAT forced a new view –Buyer & Seller Journey Alignment
Which begat a requirement – Sales & Marketing Alignment
The transformation:• Multi-dimensional sources of data & insight• Bi-directional information exchange vs. push• Systematic approach for ongoing lead engagement • Integrating digital insight with dialogue insight • Well-timed, relevant touches• Far less frustration – much more happiness
Keys to Successful Communication
The Checklist:• Understand each other’s mindsets and needs• Create a framework for ongoing dialogue & feedback• Align Sales & Marketing SLA• Demonstrate value of MAT to each other• Collaborate on flows, content and scoring• Collaborate on program development by account, by market,
by product
Keys to Successful Lead Follow-Up
The Checklist:• Embed a lead follow-up plan into the SLA• Establish accountability and monitor it• Design a “flight-check” process• Integrate human touch to validate, accelerate and correct• Establish the flow:
Early (educate) Mid (solution) Late (selection)
• Close the loop to leave no opportunity behind
Keys to Successful Scoring Structure
The Checklist:• Score, analyze, adjust model• Scores are multi-dimensional• Monitor, analyze, re-score• Customize thresholds by campaign and objective• Aggregate “corporate score” for multiple contacts in same
organization
Keys to Successful Sales Feedback
The Checklist:
• Build a systematic approach• Cross-pollinate – discuss at Sales meetings• Meet 1:1 with sales reps• Listen, learn, adjust – be open-minded
If your mother says “I love you!” check it out!(Chicago City News Bureau)
For More Info…
Televerde+1 480-517-6137
www.televerde.com