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Bridging the Gap 6 Steps to Seamless Sales & Marketing Alignment

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Tuesday, July 28th 1PM ET/10AM PT Bridging the Gap 6 Steps to Seamless Sales & Marketing Alignment


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We drive sales qualified leads. Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design


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On the Agenda


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/ Can’t We All Just Get Along? Source: Hubspot According to a Corporate Executive Board study, 87% of the terms Sales and Marketing leaders use to describe each other are negative.


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/ Can’t We All Just Get Along? “Sales reps ignore 50% of marketing leads.” - Reachforce “Only 30% of CMOs have a clear process or program to make marketing and sales alignment a priority.” -CMO Council


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/ Can’t We All Just Get Along? “B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year.” -IDC


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/ Can’t We All Just Get Along? / Can’t We All Just Get Along? When unlikely friends get along everyone wins. Companies with aligned Sales and Marketing generate 208% more revenue from marketing. Source: MarketingProfs


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On the Agenda


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/ 6 Steps to Seamless Alignment 1 Make sure marketing can measure ROI. Lead volume is up by 50% and cost per lead is down 25%! I’m totally getting a raise this quarter. Here’s the scenario. Marketing is overwhelmed with data and KPIs.


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Sure, those marketing metrics are nice, but can you tie it to revenue? Lead volume is good but what about quality? Joe from Sales says we need more tradeshow leads. / 6 Steps to Seamless Alignment Make sure marketing can measure ROI. Then the CEO enters the picture. 1


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/ 6 Steps to Seamless Alignment Make sure marketing can measure ROI. B2B marketers still name “proving ROI” as their #1 digital marketing challenge. Source: Webmarketing123, 2015 State of Digital Marketing 1


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/ 6 Steps to Seamless Alignment Make sure marketing can measure ROI. Where does it all breakdown? Data silos are often the culprit. SEO data is in Google Analytics Social data is over here in Hootsuite. Email performance is over here in Marketo Ad data is over here in Marin. CRM Out of the box, Sales will most likely see each lead attributed to “Web”. 1


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/ 6 Steps to Seamless Alignment Make sure marketing can measure ROI. Here’s where cross-channel attribution comes in. Let’s say Suzie searches for “marketing automation software”. Google serves an organic listing for your site linking to your latest eBook. Suzie clicks on the link, but then decides to go to lunch. While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook. Suzie clicks on the ad and downloads the eBook. Sales gives Suzie a call a few hours later, and sets up a demo appointment. A month later Suzie buys your software! 1


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/ 6 Steps to Seamless Alignment Make sure marketing can measure ROI. Close the loop directly within your CRM so it’s visible to Sales. Opportunity Name Revenue Commitment First Touch $100,000 Source: Organic Search Landing Page: /webinar San Francisco Startup – SEO Opportunity Last Touch Source: Event - Tradeshow Landing Page: N/A Suzie’s Software- Demand Gen Opportunity $75,000 Source: Organic Search Landing Page: /new-eBook Source: Paid Search Landing Page: /new-eBook Now you can truly optimize for ROI. Plus, you can tell Joe from Sales his tradeshow leads actually came from digital. 1


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/ 6 Steps to Seamless Alignment Calculate the funnel to define common goals Sales always has a quota. Marketing should have a lead quota, too. 2 If you have this data, you can calculate the number of leads you need at each stage of the funnel to hit your revenue goal. % converted to sales opportunities % convert to proposals % converted to closed-won deals. Average closed deal size. # of Marketing Qualified Leads % converted to Sales Qualified Leads


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/ 6 Steps to Seamless Alignment Calculate the funnel to define common goals Sales always has a quota. Marketing should have a lead quota, too. 2 % converted to sales opportunities % convert to proposals % converted to closed-won deals. Average closed deal size. # of Marketing Qualified Leads % converted to Sales Qualified Leads Incentivize Marketing & Sales to work together.


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/ 6 Steps to Seamless Alignment Build a clear lead hand-off process. Define the difference between MQLs and SQLs. 3 Efficiency is key. 61% of B2B marketers send all leads directly to Sales, however, only 27% of those leads will be qualified. -MarketingProfs


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/ 6 Steps to Seamless Alignment Build a clear lead hand-off process. Build a nurture track for leads that aren’t ready to buy, yet. 3 Email Social SEO SEM Awareness Evaluation Purchase BU acquires Marketing Qualified Lead via email. BU determines lead as Sales Qualified. BU qualifies the lead for direct follow up or forwards to field sales. Field sales calls directly or sends the lead to distributor. Kick back to nurture if not ready for Sales.


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/ 6 Steps to Seamless Alignment Create an SLA and report on it. Define a Service Level Agreement between Marketing & Sales. This holds both sides accountable for concrete, numerical goals. 4


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/ 6 Steps to Seamless Alignment Create an SLA and report on it. Marketing should report on leads acquired over time. 4 Source: Hubspot


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/ 6 Steps to Seamless Alignment Create an SLA and report on it. Sales should report on both follow-up speed and depth of follow-up (# of attempts to contact). 4 Source: Hubspot Sales Follow-Up Speed


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/ 6 Steps to Seamless Alignment Build an effective feedback loop. Sales needs to be able to speak to the latest Marketing collateral. 5


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/ 6 Steps to Seamless Alignment Build an effective feedback loop. Marketing needs to adjust campaigns quickly to facilitate methods that bring in the most sales-qualified leads. 5 Opportunity Name Revenue Commitment First Touch $100,000 Source: Organic Search Landing Page: /webinar San Francisco Startup – SEO Opportunity Last Touch Source: Event - Tradeshow Landing Page: N/A Suzie’s Software- Demand Gen Opportunity $75,000 Source: Organic Search Landing Page: /new-eBook Source: Paid Search Landing Page: /new-eBook Again, attribution is key!


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/ 6 Steps to Seamless Alignment Invest in top-notch marketing technology. Make sure your marketing automation platform integrates seamlessly with your CRM, otherwise you could be in for quite a headache. 6


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On the Agenda


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e: results@webmarketing123.com t: 800. 619. 1570 Let’s Talk! Sign up for a free digital marketing assessment. Gain valuable insights on how to: Drive more sales-qualified leads from digital. Measure revenue opportunity from search Identify actionable steps to accelerate results now Mike Turner, Webmarketing123 Director of Business Development Thanks!


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