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Sales and Marketing Alignment B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle Senior Manager, Digital Marketing (APAC), Salesforce

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Page 1: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Sales and Marketing AlignmentB2B Marketing Leaders Forum, Melbourne

Andrea Rule

Head of Enterprise Sales, LinkedIn

Marketing Solutions

Brendan Kyle

Senior Manager, Digital Marketing (APAC), Salesforce

Page 2: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Today’s session

•1 The current state of play and challenges for Sales & Marketing Alignment

•2How is Salesforce solving for these challenges?

3 Fireside chat with Brendan Kyle, Salesforce

4 Table discussion

Page 3: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Picture this…

Page 4: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

No. 1 challenge in B2B Marketing is Sales and Marketing Alignment

Page 5: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

70%+

•…of respondents believe sales and marketing alignment is the solution to better customer experiences

Page 6: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Marketing and Sales alignment is rated as the most important success factor to achieve revenue goals.

Page 7: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

So why is it so hard?

Page 8: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

1. Marketing and Sales are consulting different data sets

Page 9: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Marketers

Marketers use data management platform (DMP) systems, such as

Adobe or Oracle, building and buying giant lists of names and pinging people at scale. Success

means achieving a certain hit rate and optimizing for Cost Per Lead

(CPL)

Sales

Sales, on the other hand, is loyal to their customer relationship

management (CRM) systems. Success is a closed deal and a strong, ongoing relationship.

Page 10: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

New customerExisting customer

Average B2B sales length = 6 months…

Published on MarketingChart.com in January 2019, Data Source : CSO Insights, the research division of Miller Heiman GroupBased on survey of 886 sales leaders around the world conducted in summer 2018

<1 mo. 1-3 mos. 4-6 mos. 7-9 mos. 10-12 mos. >12 mos.

5%

22% 20%

38%

28%24%

15%

7%

13%

3%

18%

6%

Page 11: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

However, 77% of marketers measure return during month 1 of campaign

55%

Of those, 55% of marketers had a

sales cycle 3 or more months long.

77% of marketers measure return

during month 1 of campaign.

77%

4%

Only 4% of marketers measure

ROI over 6 months or longer.

Page 12: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Key Takeout:

If you're looking at different data sets, and incentivised by different goals, you're

not going to win customer love

Page 13: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

2. Marketing and Sales are looking at people through different lenses

Page 14: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Audience targetingMarketing not reaching 77% of Executive Relationships

5.8M+Members reached by marketing

190kNew

connectionsto your sales professionals

23% of sales relationships have been influenced by marketing

Page 15: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

>12%Sales Execs

•>17%Sales

Managers

Fewer than 12% Sales Execs and 17% of Sales Managers view MQLs as an important metric.

Page 16: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Key Takeout:

If you're not speaking to the same audience, you

can't deliver tight, coordinated, helpful

experiences to your buyers

Page 17: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

3. Marketing and sales are working in parallel, not coordination

Page 18: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Marketing talks funnel, Sales talks pipelineMost alignment merely accelerates lead handoff

Marketing Funnel Sales & Marketing “Alignment”

Sales Pipeline

Page 19: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Key Takeout:

Collaboration is more than a team email alias and a joint offsite. Sales and Marketing

need to share data, a mindset and common incentives all the

way through the customer journey.

Page 20: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

How is Salesforce solving for these challenges?

Page 21: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Salesforce aligns Sales & Marketing around the following four themes

Tech integrations

(Lead Capture & Routing)

Sales Enablement & Meeting Cadence

Feedback on Marketing Tactics

/ Campaigns

Shared metrics & goals

Page 22: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Fireside chat

Brendan Kyle

Senior Manager, Digital Marketing

(APAC) at Salesforce

Andrea Rule

Head of Enterprise Sales, LinkedIn

Marketing Solutions

Page 23: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Discussion

Question 1

What’s the biggest challenge you’re facing with Sales & Marketing alignment today?

Question 2

What’s your biggest ‘A-Ha’ moment in bringing Sales & Marketing together?

Page 24: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

Discussion

Question 3

What should be the shared metric of success for Sales & Marketing alignment?

Question 4

…and how do you get agreement and buy in on it?

Page 25: Sales and Marketing Alignment - B2B Marketing Leaders ... · B2B Marketing Leaders Forum, Melbourne Andrea Rule Head of Enterprise Sales, LinkedIn Marketing Solutions Brendan Kyle

•Thank you