The Art of the Hand-Off

Today’s Presenters

Anneke Seley Founder, Phone Works

Coauthor, Sales 2.0

Atri Chatterjee CMO, Act-On Software

“….organizations that have tightly

integrated marketing and sales around the

shared task of demand creation close

between two and seven times the number of

deals of those that do not.”

Sirius Decisions

Strategy

Marketing/Sales Alignment

Process People Technology

Alignment &

Resource

Allocation

Measurable

Predictable

Customer-centric

Open

Team-oriented,

Relationship-

focused

Enabling tools

Increased Revenue Results / Decreased Cost

Best-Performing Companies’ Sales & Marketing Practices

Common goals/compensation

Significant marketing investment

Work together to engage/nurture prospects

Personalized, relevant messages by buyer type

Lead nurturing (automated & flexible)

Metrics and process-driven, ROI tracked

Dedicated functional groups through customer acquisition cycle

Measure marketing’s impact on revenue

Investment per Rep & Budget Allocation

Consistent Messaging

Target prospect & “Qualified Lead” definition

Lead Scoring

Roles and Responsibilities

Lead response time, data captured (“SLA”)

When Marketing hands-off to Sales

When Sales hands-back to Marketing

Using social media to go where customers are

Best-Performing Companies Sales and Marketing Agree On:

Engage/Nurture: Marketing

Educate/Qualify: Sales Development

Sell New: Sales

Manage Adoption: Customer Success

Sell Renewal/Add-on: Sales

Phone Works Marketing/Sales 2.0 Framework

1. Clear roles for marketing & sales

2. Sales Dev Inside sales team for lead qualification

3. Consistent messaging from Marketing to Sales

4. Clear processes for lead follow-up and handoff

5. Feedback on leads from sales to marketing

6. Tracking & reporting of key sales & marketing data

7. Regular review of the scoring/rating criteria

POLL – Do you have….

In Action: Act-On

Act-On Situational Analysis

• Small company

• Fastest growing marketing automation

company

• Efficiency and speed are core company

competitive advantages

• Budget follows growth

Strategy

Parameters for Success

Process People Technology

Alignment &

Resource

Allocation

Measurable

Predictable

Customer-centric

Open

Team-oriented,

Relationship-

focused

Enabling tools

Increased Revenue Results / Decreased Cost

Company Strategy

• Focused on providing integrated marketing solution that fits into existing environments

• Target market: midmarket and departmental use in enterprise

• Product design emphasizes user experience, speed of deployment and flexibility

Sales and Marketing Strategy

• Alignment

• Efficient cost of

sales

• Increased

leverage

Process

• Need for a process with agreed

upon definitions

• Minimum friction between transition

points

• Flexibility for modification

• Easily transferrable

Process: The Funnel

• Top of funnel: Marketing

• Middle of funnel: SDR qualification

• Bottom of funnel: Sales team

Raw leads

Qualified leads

Sales

prospects

Word of

mouth

Marketing

SDR

Sales

People

• Hiring – Proven track record

– Intelligence and ambition

– Cultural fit

– Compensation

• Consistent training – Playbook

– Messaging templates

• Continuous development – Best practice sharing

– Frequent and clear communication

– Career path

Technology

• Single database of record =

CRM

• Marketing automation

integrates with key

technologies needed for sales

and marketing (webinars,

external data sources,

analytics, social media)

• Emphasis on using our own

technology to understand

customer experience

Next Steps

1. Draft a strategy

2. Start the dialogue within your organization

3. Start small – don’t get overwhelmed

4. Measure and refine

Getting Started

Need Help?

Reality Check

Reality Review

Sign up for a demo

www.actonsoftware.com

Contact Us

Anneke Seley aseley@phoneworks.com

Twitter: @annekeseley

#sales20

Blog: sales20book.com

LinkedIn: annekeseley

(510) 749 9073

Atri Chatterjee CMO, Act-On Software

atri@actonsoftware.com