Lead to Close: Aligning Sales and Marketing

Scott Taback, Vice President of Business Development

Kevin Miller, Vice President of Solution Strategy

Poll: Are you using marketing automation?

Yes, and we are happy with our platform

Yes, but we see room for improvement

We do not use marketing automation

We are currently researching marketing automation platforms

We are interested in learning about marketing automation

“Sales folks can no longer simply

act as hunters; they have to act as

Fishermen. They have to study

where their best prospects live,

they have to discover which kind of

bait attracts certain prospects, and

they have to learn what tactics to

use as a hook.”

-- Suresh Vittal, VP and Principal Analyst at Forrester Research

“80% of the time, better and more

predictable lead generation is the

key to unlocking faster, predictable

growth.”

--Aaron Ross, author of Predictable Revenue

Buyers and the buying cycle have changed.

Define your target, offering.

− study your business’ trends

− ask: “Why do your clients buy from you?” Find a source of data.

‾ Big data is out there—find it! Architect inbound and outbound marketing game plan. Utilize tools to obtain contacts.

− ex. Linkedin Sales Navigator, D&B, Sugar, Salesfusion Email contacts and include a relevant call to action.

− referrals, collateral, value-add content Observe prospect behavior and follow-up.

Your First Campaign

create a system of automation

C-levels see the severe disconnect

that exists between marketing and sales.

Marketing automation platforms (MAP) drive deeper alignment between sales and marketing

teams.

The social web reduces the power of the traditional sales

team. Marketing automation platforms are now Integrating

online channels (email, social, PPC,

blog, etc.)

Sales should work in a clean CRM with leads

pushed through from a robust Marketing

Automation platform. Thorough integration

of MAP and CRM.

Buyer control is shifting due to online research. Marketing automation supports the movement away

from bulk email blasts toward nurture-based

marketing programs.

Sales and Marketing Landscape

Traditional CRM

Manage sales activities and tasks

Manage a pipeline/forecast

Manage a sales process (opportunity stages)

Manage post-sales client relationships

(service/support)

CRM systems are fundamentally designed to manage the selling process

CRM and the Buyer Journey

CRM is designed to manage and assist with the engagement and purchase decision phases of the buyer journey. As much as 70% of the buyer’s journey may be completed prior to sales engagement.

Unless sales can engage earlier in the journey, they are operating at a disadvantage.

CRM systems, in their current state, cannot help sales prior to “engagement”.

MAP CRM

Owns ● Discover● Evaluate

Shares● Qualify

Owns ● Engage● Close

Shares● Qualify

Unifying the two funnels

Unifying the two funnels

MAP CRMQualify

Lead Scoring, Lead Routing, Nurture Programs

Understanding Lead Flow

Lead Capture MAP

Inbound Leads

Corp Website

Nurture Programs

CRM

Poll: Please describe your current CRM status.

We use CRM and are happy with our system

We use CRM and are unhappy with our system

We recently implemented CRM but see room for improvement

We are evaluating CRM and are motivated to implement a solution

We are interested in learning more about CRM

Poll: Please describe your current CRM status.

We use CRM and are happy with our system

We use CRM and are unhappy with our system

We recently implemented CRM but see room for improvement

We are evaluating CRM and are motivated to implement a solution

We are interested in learning more about CRM