the power of sales-marketing alignment to enable sales & improve business performance

Easier, Faster, Better. Effective Sales Enablement for Maximum Results

All Rights Reserved. © MobilePaks 2013.

The Power of Sales-Marketing Alignment to Enable Sales & Improve Business Performance


How to empower your sales team to meet customer needs. How to overcome the common challenges to successful

alignment, including examples from DocuSign. How to use technology to improve time-management, boost

performance and increase lead conversion.

Welcome/Agenda


v

Speakers

Moderator: Chanin Ballance CEO, MobilePaks

Meagen EisenbergVP of Demand Generation, DocuSign

Robert J. MoreauCEO, Zyphias Group

How to empower your sales team to meet customer needs.


Why is Sales-Marketing Alignment important?

“Companies that are best-in-class at aligning Marketing and Sales experienced an average of 20% growth in annual revenue, compared to a 4% decline in “laggard” organizations.” – Aberdeen Research

Understand Your Customers Journey

To understand the customers journey and map it you must understand the sub-conscious and emotional aspects of that journey.


The customer buying process is the foundation of your customer journey map.

1. It’s an evolution in how an organization thinks about customer engagement

2. A customer journey is customer/buyer-centric• Customers interactions cut across multiple touch points• Different customers take different journeys

3. It includes emotions and sub-conscious actions as well as explicit and implicit activities


70% of the Buying Process is done Prior to engaging sales


How do I identify a customer’s journey?

1. Perform qualitative and quantitative research

2. Map/Document the customer buying process

3. Identify KEY customer interactions & pain points


How do I identify a customer’s journey?

4. Develop Personas –Start with a Few

5. Track Content Consumption6. Create Customer/Buyer

Journey Maps


How does it enable sales?

1. Shortens sales cycle by enabling marketing to better document each of their roles in the journey

2. Gives them better tools to address objections and alleviate “going dark” times in the sales cycle

3. They gain better clarity into the implicit and explicit as well as the emotional traits of their customers and prospects

4. Improves the content marketing & creates – more valuable buyer-centric content

How to overcome the common challenges to successful alignment. Lessons learned from DocuSign


About DocuSign

Vision

Empower organizations to “keep business digital.”

Leader in Market Share

2009 2010 2011 2012 2013

Leader Among Analysts

#1eSignatureTakes Off

#1eSignature

Wave

#1eSignatureSolutions

Leader in Users


67% Buyers Journey is Online

58% Leads are Web-Based

52% Lost Sales Due to Failure of Sales Enablement

=Sales & Marketing Alignment is Business Critical


Three Basic Steps at DocuSign to Align

1. Build together2. Transparency in results3. Constant communication


Build Together

Need Learn Evaluate Negotiate Purchase Implement Advocate


Transparency in Results

•Real-time dashboards•ROI on marketing spend


Constant Communication

Partner with sales in a habitual way

•Be creative•Run a pilot with a select group•After pilot, roll out to larger team at SKO•Ensure sales team understands value proposition•Executive support•Training, training, training•Weekly feedback loop•On-boarding is key


Results

•Incredible insights and efficiencies gained•Increased lead conversion•Predictable revenue•Sales and marketing partnership

How to use technology to:

• Improve time-management•Boost performance• Increase lead conversion


Marketing Technology


CRM


Business Intelligence


Sale effectiveness tools

Other sales tools• Proposal and RFP

automation• Contract and

order entry • Prospect

intelligence• Presentation

Mobilepaks: On-demand sales support, content management and tracking; present & share features


Summary/Q&A

• What we covered today

• Questions from our audience?


Thank you for attending. A copy of the presentation will be sent out shortly.

Join us for our next webinar: • 10/24 Sales training doesn't have to suck. Make it relevant

and engaging• 11/6 Sales Enablement – Evolving from random acts to a

holistic system

For more information, contact us at [email protected]

the power of sales-marketing alignment to enable sales & improve business performance

Technology

sales team

sales marketing alignment

sales cycle

engaging sales

lost sales

power of sales

customers journey

sales training doesnt