email & mobile theatre; sales and marketing... bffs?

SALES AND MARKETING...

BFFs?

March 13, 2012

Alexandre Papillaud

EMEA Marketing Operations Manager

Contact

2

https://discover.secureforms.mcafee.com

@apapillaud

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to Alignment

• Wrap Up

Lead Scoring

Lead Nurturing

Sales Enablement

McAfee is THE AV Company…

4

…but not only

5

ATM POINT-OF-SALE NETWORK/TELECOMOBILE

MANUFACTURING MEDICAL DEVICE PRINTER USB

Market Competition

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to Alignment

• Wrap Up

Lead Scoring

Lead Nurturing

Sales Enablement

Sales and Marketing Alignment

8

• B2B Buying process has changed…

• B2B Marketing Role has changed…

• System Alignment

Sales Cycle Length Competition Risk Comparison

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to Alignment

• Wrap Up

Lead Scoring

Lead Nurturing

Sales Enablement

Lead Scoring - Objectives

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• Agreed definition with Sales

• Agreed definition with Marketing peers

• Improve quality

Lead Scoring – PreRequirements

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• Identify your Buyer Persona

• Define your reward thresholds

Lead Scoring - Implementation

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• Measure Profile Fit (A to D)

– Standardized JobRole

– Company Size

– Customer

– …

• Measure Engagement (1 to 4)

– Clicks & Downloads

– Event Attend

– 3rd Party Values

– …

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to Alignment

• Wrap Up

Lead Scoring

Lead Nurturing

Sales Enablement

Lead Nurturing

14

Image Crédit: BlueBird

Lead Nurturing - Objectives

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• Keep contact with a prospect or a customer doesn’t

matter where they are in the sales cycle

• Benchmark your campaigns and assets

• Identify a clear area of interest

• Give as much as possible to Sales

Lead Nurturing - PreRequirements

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• Assets Housekeeping

• Assets Ranking

• Message broadcasted

Lead Nurturing - Implementation

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1. Setup your emails

2. Write your decision tree

3. Monitor

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to Alignment

• Wrap Up

Lead Scoring

Lead Nurturing

Sales Enablement

Sales Enablement

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Involve them into discussion

(e.g Lead Scoring)

Give them the tools

Prospect Profiler Eloqua Engage

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to alignement

• Wrap Up

Lead Scoring

Lead Nurturing

Sales Enablement

Conclusion

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