sales and marketing alignment: collaborate or die trying
TRANSCRIPT
Sales & Marketing Alignment:
Collaborate or Die Trying
Sales & Marketing Alignment:
Collaborate or Die Trying
Presented at HITMC 2016 byBrian Shilling, Christine Slocumb
Clarity Quest Marketing
@CQMarketing
200%MORE REVENUE
HubSpot
What if one action could increase
revenue by 200%?
40% MORE DEALS
HubSpot
And help you close 40% more deals
this year?
In 15 years in business, we’ve found one corrective action that can help you
achieve these numbers.
SALES MARKETING
Sales and Marketing Alignment
Companies with non-believer leaders are never going to achieve sales and marketing alignment.
“You’re a non-believer. Why should we waste time on Kabuki?”
>50% of companies are not aligned
Deloitte
52% of companies with a STRONG alignment strategy surpassed average market
growth…
Deloitte
…compared to only 20% without a collaboration strategy.
HubSpot
27%FASTER THREE-YEAR
PROFIT GROWTH
Organizations with good sales and
marketing alignment achieve 27% faster 3-
year profit growth.
HubSpot
36%HIGHER CUSTOMERRETENTION RATES
And see 36% higher customer retention
rates.
What they didn’t tell you about marketing automation is…
2016 Annuitas study
…it’s only meeting the goals of 2.8% of the companies that use it.
2016 Annuitas study
It takes a lot of coordination to track leads in health IT.
Tracking original lead sources without sales collaboration is a lot like this.
Both sides want to keep leads to themselves.
They will never get my leads.
Both sides want to keep leads to themselves.
If you think alignment is hard among internal teams, just wait until you add in
an external agency.
If you think alignment is hard among internal teams, just wait until you add in
an external agency.
Outsourcing magnifies the complexities around trust and remote coordination.
We’re Supposed to Trust These Guys?
SALES
DirectRoutine-orientedOf the moment
MARKETING
CreativeDeal with constant changeLong-term planners
Personality Differences
Recommendations for Sales and Marketing
Alignment
#1 - Definitions Are Your Friend
Only 45%of businesses have a
company-wide definition of a
sales-ready lead.
HubSpot
Agree on Funnel & Conversion Definitions
1. Funnel Stages2. Target Market Segments
3. Buyers’ Sales Process
#2 - Agree on a Single View of the Truth
#2 - Agree on a Single View of the Truth
Allocadia
Implement a shared sales and marketing dashboard with detailed lead, conversion,
opportunity and revenue metrics.
#3 - Partner to Use Content Effectively
KnowledgeTree
MARKETING
61% think sales content is used effectively
SALES
28% think sales content is used effectively
#3 - Partner to Use Content Effectively
It’s most effective when…
TrapIt Blog
It’s most effective when…
TrapIt Blog
It’s most effective when…
TrapIt Blog
#4 - Use & Share Technology
#4 - Use & Share Technology
84% of best-in-class organizations
empower marketing withaccess to their CRM
2015 Aberdeen Report
#5 - Appoint Sales AND Marketing
Departmental Leaders
#6 - Engage Sales when Building Personas
#7 - Give Quotas to Sales AND Marketing
For some great advice on setting expectations for sales and marketing and defining
your custom funnel, read Revenue Disruption by
Marketo CEO Phil Fernandez.
#8 - Trust Your Agencies
#8 - Trust Your Agencies
Have full trust and transparency with outside
agencies for optimal results.
#9 - Bond
#9 - Bond
Whatever you do, get out of the office and bond together.
#9 - Bond
Informal team building outside of work gives new
perspective and appreciation for each other as individuals.
Sales and Marketing Alignment Checklist
Define shared metrics, processes, rules and objectives
Agree on a single view of the truth and embrace quality data
Partner together to deploy and use content effectively
Use and share technology, but only after laying a solid foundation
Appoint separate departmental leaders with equal power reporting to an objective CEO
Engage sales when building personas
Respect sales and marketing quotas for mutual accountability
Trust outsource agencies Encourage sales and marketing
team bonding
Reference StatisticsCompanies with good sales and marketing alignment generated 208% more revenue from marketing efforts. (HubSpot)
When sales and marketing teams work together, companies see 36% higher customer retention, 38% higher sales win rates, and 27% faster three-year profit growth. (HubSpot)
52% of businesses with a strong sales and marketing alignment strategy surpassed average market growth, compared to only 20% without a collaboration strategy. (Deloitte)
Only 2.8% of marketing automation users believe they are actually achieving their demand generation goals. (Annuitas)
Only 45% of businesses have a company-wide definition of a sales-ready lead. (HubSpot)
61% of marketers think their sales tools and content are being used in the right way. But only 28% of salespeople agree. (KnowledgeTree)
84% of best-in-class organizations empower marketing with access to their CRM. (Aberdeen)
Clarity Quest Marketing
Twitter: @CQMarketing
ClarityQST.com
877-887-7611