sales and marketing alignment for revenue growth

Intro• Ex-Googler. Sums up how I started my life in Digital.

• Obsessed with creating websites that work.

• Run a couple inbound marketingmeetups & workshops via the Inbound Coach

• Developing Smarketing teams

Founder & Digital StrategistConnect Labs

@connectlabs

HubSpot Certified PartnerWebsite Redesign | Lead Generation | Sales/Marketing

Sales and Marketing Alignment

Misalignment between sales and marketing technologies and processes costs B2B companies 10% of revenue or more per year.

Some stats

Companies with good smarketing practices in place generated 208% more revenue from marketing efforts.

When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.

Source: MarketingProfs

Marketing

Sales

Define your sales and marketing funnel.

Align Phases and Lifecycle Stages

Define your funnel stages120,000 Visitor Awareness

phase40,000 (33%) Subscriber Opted in

2,000 (5%) Lead Engaged with a TOFU offer Consideration phase

200 (10%) MQL Engaged with a MOFU offeror ‘marketing budget’ > $100k

50 (25%) SQL Engaged with a BOFU offer Decision phase

Spoken to sales & are a good fit

40 (80%) Opportunity Been presented a proposal

30 (75%) Customer Accepted the proposal

15 (50%) Evangelist Remained with you for 6 months

Align content to the buying phases

Top of the funnel – attracting from the awareness phase

ENGAGE potential leads AND LEARN about themAttract with information a potential customer seeks on: Social Media – quality over quantity Blogs – answer the questions you get asked every day Google AdWords & social advertising

Landing pagewith Smart Form

Download email

Automated Lead NurturingNurture leads through your marketing funnel and to your sales team without you needing to get involved – automation!

Delay 2 days

Visited the Services/products page?

Send case study or one of the testimonials

Send a Sales Introduction

Automated Email NurturingBranching logic allows you to perform queries on your contacts and implement behavioural marketing strategies and SMART CONTENT personalises your messaging.

Are your leads qualified?

Give them a score

Make your sales and marketing databases talk to each other.

Auto-add record

Contact Overview

Contact Overview

Salesforce

Control what is recorded

Setup a campaign

Use Marketing Automation.

Benefits of Marketing Automation

Thank you!

Email: soumya@connectlabs.co

Twitter: @connectlabs