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Al and Peggy Bundy Syndrome: How to Combat Sales and Marketing

Misalignment to Maximize Conversions

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#LLS16 Demand Gen Report: @DG_Report

Andrew Gaffney: @agaffney

Everstring: @everstring

Leticia Rodriguez: @everstring

Matt Amundson: @mattya56

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From TOFU to MOFU to BOFU to Close

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Panelists MODERATOR:

Andrew Gaffney Editorial Director Demand Gen Report

Matt Amundson Director of Sales Development Everstring @mattya56

Leticia Rodriguez Marketing Programs Manager Everstring @everstring

©2015 EverString :: CONFIDENTIAL & PROPRIETARY

Why Are We Here?

How to spot the symptoms of

misalignment

Tactics for aligning priorities around the

right target audience

How to structure the team for top-of-the-

funnel success

Increasing efficiencies of sales and

marketing by putting time and money

toward the most likely to convert prospects

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How to Spot the Symptoms of Misalignment

#1 He said, she said

Sales: marketing gives us bad leads

Marketing: sales never follows up on

what we give them

#2 Lack of trust

Sales: marketing doesn’t know what

they’re doing

Marketing: sales is selling something

we don’t market, they don’t listen to

the message 8



#3 Metrics don’t add up

What are the actual numbers?

Misaligned expectation points

Sales and marketing report on different

numbers

Is your SDR team in the right spot? Find

what works for you

Not sharing numbers

9


10

#4 THE BIG ONE



11



12

Why does this happen?

Everything – anecdotal, lack of

trust, bad metrics

Bad leads

Poor sales follow up

Bad messaging

Bad reporting on both sides

Misaligned expectations

Ego

Compensation differences


Tactics for Aligning Priorities

Breaking the silo with questions

Why are we doing this?

What are our goals?

Did we achieve it?

What did we miss?

How do we improve?

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Align through communication

Have regularly scheduled meetings

“We”, “Our”, “Team”

Before, during and after

OVERCOMMUNICATE!

Create a highly visible dashboard

in SFDC

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Team Goals, Team Rewards

From revenue goals, to attendees at a

lunch and learn, every program needs

goals

Make goals as visible as possible

Everyone deserves a role

Everyone succeeds when the goal is

met

Reward the ENTIRE team for a job

well done

15


Team Structure for Top of Funnel Success

16



Include sales in brainstorms and

planning meetings

Campaign kick off meetings

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Self-service Tools

Uberflip Access to content in self-service

fashion

Customize with the account

name

Can use for marketing and sales

outreach

Include a group of relevant

assets

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Self-service Tools

Marketing Calendar Publish to sales teams

Update in real time

Quarterly plans High level overview establishes

trust

“Here are our goals and here is

how we’re going to achieve

them”

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Marketing Responsibilities

Our organizational alignment

mirrors their organizational

alignment

Allows for a better allotment of

time and resources

Someone dedicated will better

understand the specific sales

group and their needs

21



Sales Responsibilities

Trust the marketer, trust the

message

Communicate with marketing

– let us know if what you’re

hearing is different than what

we’re putting out there

Drive your own enablement

22



Total addressable markets vs

companies that are a good fit

Recognize the difference

Differentiate the good from the bad

23



Traditional methods of lead scoring are flawed and lead to

inefficiencies

Too much time marketing & prospecting to good titles at bad

companies

By rolling out account scoring, marketing and sales can quickly align on

target accounts

24


Traditional Lead Scoring – Good leads, bad

companies

25


Predictive Marketing Allows You to be a Data-

Driven Revenue Team

Chances are you’re already using data to make most of your decisions

Your Sales Team uses data from CRM to build process and make

decisions

Your Marketing Team uses data from Marketing Automation systems to

make marketing decisions

But each team operates in their individual systems and silos

The data captured here is also REACTIVE

26


Predictive Marketing Allows You to be a Data-

Driven Revenue Team

Predictive Marketing allows both teams to utilize the same data

to make PROACTIVE decisions

Machine learning and data science take the guesswork and emotion

out of prioritization

The data is delivered both in MA and CRM

Sales and Marketing are aligned around the same data

27


EverString Enables Efficiency in SFDC and MA

28


Increasing Efficiencies

#1 Prioritization

Use predictive scoring

Constant feedback loop between sales and marketing

#2 Data-driven spending

Identify the right accounts to market and prospect to

Spend more on high fit accounts

29



#3 Systems that promote teamwork

Data disseminated into both sales and

marketing systems

Engagio, Uberflip, EverString

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#4 Reporting

Not just activity but WHERE activity

took place

Engagement with target accounts

31


Bonus: Maintaining Alignment

32


Bonus: Maintaining Alignment

Regular meetings and communication

Stop the ego

Speak the same language

Invest in what works, cancel what

doesn’t

Cross functional offsites

33


#PredictiveMarketing allows sales and marketing

teams to utilize the same data to make proactive

decisions #SalesAndMarketingAlignment

Cut what isn’t working. Your priority is the

business & if it doesn’t help the business it has to

go #SalesAndMarketingAlignment

Break the silos! Ask questions, collaborate, and

align through constant communication

#SalesAndMarketingAlignment

34

Tweetable Takeaways


Q&A

35

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Q&A / Panelists MODERATOR:

Andrew Gaffney Editorial Director Demand Gen Report

Matt Amundson Director of Sales Development Everstring @mattya56

Leticia Rodriguez Marketing Programs Manager Everstring @everstring

#LLS16

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