3 secrets to aligning sales & marketing · prospects, breaking into accounts to drive pipeline...

3 Secrets to AligningSales & Marketing

Dreamforce 2019

Tracy EilerCMO - InsideView

@tracyleiler

Damien SwendsenVP of Sales - InsideView

@dswendsen

Kelsey CarricatoSDR Manager - InsideView

@kelseykericks

Guest Speakers

$$$$$$$$$$$$$$$$$$$$$$$$$

Exec Team

Operations Sales & Marketing

Marketing Segmentation + Planning

Sales + Marketing AccelerationCustomer Data Management

Who isInsideView?

The 3 Secrets to Alignment

•People

•Technology & Data

•Key Alignment Metrics

ALIGNMENT(a hot topic getting hotter)

Why? B2B Buying Behavior Has Changed Forever

Sources: Forrester - Sellers Reign in the 21st Century, published by Mary Shea; CEB, Harvard Business Review

90%of decision makers

do not respond to cold calls or emails

prefer doing own research to engaging with

a sales rep

84% 57%of the way through their buying process before

talking to sales

The B2B Buyer Has Higher Expectations

Buyer is in charge; they expect a consumer-like experience

Alignment between sales, SDR, and marketing is more critical than ever

Requires tightly orchestrated motions and consultative selling

Content must be relevant and personalized

Shift from ‘volume game to ‘targeted engagement model’

1

2

3

4

5

Long-termSegments

Leads are individuals Top of funnel

Campaign metrics

But Sales & Marketing Have a Different Focus

This quarterAccounts, titles, people

Buyer groupsSales velocity

Quota attainment

Attitudes and Stereotypes

unrealistic expectations

party planners

no follow-up

no sense of urgency

bullies

don’t listen

don’t understand our pressures

pipeline measurement unfair

leads are worthlesswon’t use systems

aren’t accountable

Short attention span

No wonder we still don’t get along.

The 3 Secrets to Alignment

•People

•Technology & Data

•Key Alignment Metrics

Secret #1 -- Sales Development Team

SDRs Can Play Many Roles

SDR SDR SDR SDR

Develop outreach strategies for new prospects, breaking into

accounts to drive pipeline

creation

Customer outreach campaigns, partnering

with sales/CSMs to

increase account

engagement & upsell

Qualify inbound leads, book demos & meetings

to develop pipeline for

sales

Special projects: competitive take-out,

ex-customer win-back,

etc.

Qualify leads, engage with accounts, generate pipeline

Repeatable Process

Source: Forrester Research, Inc., “Build An Adaptive, Efficient Process To Elevate Leads To Revenue,” March, 2016

SDR

Where Should SDR Team Report?

Message control from the startProvide complete service to salesCreate the sales reps of the future

Better feedback on campaignsMore experimentation

Recruit & retain in their imageCareer path (perception)More visibility into sales processTighter personal relationshipsCloser to revenue

Make every touch a “give”

Use social touches plus phone/email

Get email marketing best practices from marketers

Take the time to personalize approach

Use human language -- not marketing spin

SDRs -- the Human Touch

SDR Certificate 15-month journey

300 SDR learning hours

Employer Projects

12 months coaching

Community

of industry peers

2% of 1000s of

applicants

SV.Academy/Employers

Hiring Tip

Diverse, Trained SDRs New Group Ready for Employment Dec 1!

Topics

•People

•Technology & Data

•Key Alignment Metrics

The Traditional Funnel

Consequences of Bad Data

Find Engage Close Grow

Wasted effort from old and rrelevant data

Wasted money paying for duplicate records Poor lead-to-account mapping

causes ABM problems

Poor sender reputation

Lost revenue opportunities from incorrect lead routing

Territory misalignment

Poor reporting

Inability to have productive upsell conversations

Secret #2 - A Single, Accurate View of the Customer

of marketers plan to increase their investment in data management

Source: Forrester Research — Predictions 2020: B2B Marketing and Sales

62%and 38% do NOT

Data Management is in Our Control

short list key sales tools https://vendorneutral.com/certified-vendors/Tech Stack Tip

Build YOUR tech stack TOGETHER

Topics

•People & Process

•Technology & Data

•Key Alignment Metrics

Measures Across the Buyer Journey

VISITORContent performance and usageLift in website traffic

MQLCampaign effectivenessLead Nurturing

SQLSDR productivitySDR created pipeline vs. sales

OPPORTUNITY PIPELINE

Pipeline & Account engagementLength of sales cycle

CUSTOMER ADVOCATE

Win rateNew logo and renewal/upsell

Pipeline by Account

Contribution Across the Team

Data Health

Secret #3 -- Categories to Measure Alignment

Data Health Pipeline & Account Engagement

Sales Productivity & Velocity

New Revenue & Renewal/ Upsell

Do your teams regularly meet and give feedback?

Does sales share account plans with marketing?

Does sales pull marketing into prospect meetings?

Has marketing shared the details of lead scoring?

You May Have a Fundamental Trust ProblemTake this test

Is marketing transparent about the ROI of campaigns?

Back at the Office…Use your SDR team as the nexus point for alignment

Measure trust with teams and take action

Keep your funnel definitions and scoring up-to-date

Focus on pipeline as your key metric

Invest in data management and target account selection

Alignment Checklist

Let’s Talk!

Tracy EilerCMO - InsideView

@tracyleiler

Damien SwendsenVP of Sales - InsideView

@dswendsen

Kelsey CarricatoSDR Manager - InsideView

@kelseykericks

GO TO www.insideview.com/dreamforce2019/

See us @

OpsStars

SF MINT, 88 5th St, SF 94103

Continue Your Trailblazer Journey

Marketing KeynoteAsk the Experts

Tuesday – FridayPied Piper at the Palace Hotel

www.prd.to/experts

Wednesday, November 2011:00 am – 2:00 pm

Amber India • 25 Yerba Buena Ln

Thursday, November 212:30 pm – 3:30 pmMoscone West 3

Pawdot Puppies