crm & marketing automation | sales & marketing alignment

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Bullhorn CRM Richard Young M:+44 7768876221 E: [email protected] T: @Richard_Y

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Page 1: CRM & Marketing Automation | Sales & Marketing Alignment

Bullhorn CRM

Richard YoungM:+44 7768876221

E: [email protected]

T: @Richard_Y

Page 2: CRM & Marketing Automation | Sales & Marketing Alignment

Utilizing Content in

Sales & Marketing Alignment

@Richard_Y - #TechMap

Page 3: CRM & Marketing Automation | Sales & Marketing Alignment

Talking of Content

Page 4: CRM & Marketing Automation | Sales & Marketing Alignment

Content in Social

Page 5: CRM & Marketing Automation | Sales & Marketing Alignment

Where Content Works Best

Page 6: CRM & Marketing Automation | Sales & Marketing Alignment

Where Content Works Best

Qvidian says that the most used content is:

Proposals

Presentations

RFPs

65% of Content is never used

Page 7: CRM & Marketing Automation | Sales & Marketing Alignment

So What?

Page 8: CRM & Marketing Automation | Sales & Marketing Alignment

Talking of Sales & Marketing Alignment

• According to a 2010 report by

Aberdeen Research, companies

that are best-in-class at aligning

Marketing and Sales experienced

an average of 20% growth in

annual revenue.

• According to MathMarketing, alignment

between Marketing and Sales can help your

company become 67% better at closing deals,

and generate 209% more revenue from

Marketing.

Page 9: CRM & Marketing Automation | Sales & Marketing Alignment

THE AVERAGE TENURE OF A:

– CMO/Marketing Director: 45 Months

– VP Sales/Sales Director: 18 Months

THE AVERAGE SALARY OF A:

– Marketing Director:

• £71,270 / $154,910 Year

– Sales Director:

• £68,515 / $148,200 Year

• £30,051 Commission

Page 10: CRM & Marketing Automation | Sales & Marketing Alignment

Marketing Persona

Page 11: CRM & Marketing Automation | Sales & Marketing Alignment

Marketing Persona

Page 12: CRM & Marketing Automation | Sales & Marketing Alignment

Marketing Persona

Page 13: CRM & Marketing Automation | Sales & Marketing Alignment

Sales Persona

Page 14: CRM & Marketing Automation | Sales & Marketing Alignment

Sales Persona

Page 15: CRM & Marketing Automation | Sales & Marketing Alignment

Sales Persona

Page 16: CRM & Marketing Automation | Sales & Marketing Alignment

Sales Persona

Page 17: CRM & Marketing Automation | Sales & Marketing Alignment

“What we have here is a failure to communicate”

MARKETING LEAD

– Web lead, trade show lead, or inbound

lead. Someone that marketing has

“captured”.

MARKETING QUALIFIED LEAD

– You believe this lead is worth passing to

Sales. You have done some basic

qualification to see that there is interest.

Are You Speaking My Language?

Page 18: CRM & Marketing Automation | Sales & Marketing Alignment

“What we have here is a failure to communicate”

SALES QUALIFIED LEAD

– Sales have engaged and found that they

do need your products/services i.e. they

have a problem you can resolve.

SALES OPPORTUNITY

– They have an active project and you’re

helping them with it. It’s going on your

forecast.

Are You Speaking My Language?

Page 19: CRM & Marketing Automation | Sales & Marketing Alignment

Let’s Talk Pipeline

• Website visits

• Visits that convert into Leads

• Leads that convert into MQL

• MQL that convert into SQL

• SQL that convert into Closed deals

Page 20: CRM & Marketing Automation | Sales & Marketing Alignment

Let’s Talk Pipeline

Page 21: CRM & Marketing Automation | Sales & Marketing Alignment

Lets Talk Pipeline

Page 22: CRM & Marketing Automation | Sales & Marketing Alignment

Buyers Cycle

Marketing Support

Sales Cycle

Page 23: CRM & Marketing Automation | Sales & Marketing Alignment

Customers Matter

Page 24: CRM & Marketing Automation | Sales & Marketing Alignment

Marketing Automation meets CRM

Page 25: CRM & Marketing Automation | Sales & Marketing Alignment

Top Tips for Sales & Marketing Alignment

• Agree a common language

• Agree measurement (KPI)

• Build a Buyer Persona – and the Buyers Journey.

• Ensure you support the buyer journey together.

• When deals fall out of the sales process –

recycle them.

Page 26: CRM & Marketing Automation | Sales & Marketing Alignment

Recommended Reading

• 5 Reasons why CRM fail

http://bit.ly/1iiTtye and how to solve them

• MathMarketing on Sales & Marketing

http://bit.ly/1F9C2Kj

Page 27: CRM & Marketing Automation | Sales & Marketing Alignment

Thank you for listening