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Track: Salesforce for Marketers 
#CNX14 
#CNX14 
Marketing and Sales 
United With a Common Goal 
Keri Brooke, Product Mark...
Track: Salesforce for Marketers 
#CNX14 
The Future of 
Marketing is 1:1 
Customer Journeys 
Service 
Sales 
Apps 
Analyti...
Track: Salesforce for Marketers 
#CNX14 
The Only Platform for 1:1 Customer Journeys 
Across Sales, Service, and Marketing...
Track: Salesforce for Marketers 
#CNX14 
#CNX14 
Keri Brooke 
Product Marketing, salesforce.com
Track: Salesforce for Marketers 
#CNX14 
123 billion 
emails are 
sent 
every hour 
How can you 
be sure they 
have the be...
Track: Salesforce for Marketers 
#CNX14 
Marketing and Sales Uniting In Common Goals
Track: Salesforce for Marketers 
#CNX14 
The Marketing and Sales Mix Varies Between Industries 
Restaurants.com Embraer 
M...
Track: Salesforce for Marketers 
#CNX14 
But What Is The Common Goal Between Marketing and Sales
Track: Salesforce for Marketers 
#CNX14 
38% 
of CMOs say that 
aligning and integrating 
sales and marketing is a 
top pr...
Track: Salesforce for Marketers 
#CNX14 
Content : Click Through Rates : Leads Qualified Leads : Opportunities : Close Rat...
Track: Salesforce for Marketers 
#CNX14 
Bridging The Gap With One Continuous Process 
Content 
Click Through Rates 
Leads...
Track: Salesforce for Marketers 
#CNX14 
Alignment 
Funnel Management 
Math marketing / Sirius Decisions / MarketingProfs ...
Track: Salesforce for Marketers 
#CNX14 
Bridging 
The 
Gap 
Makes 
Marketing 
More 
Successful 
Funnel 
Analysis 
Compell...
Track: Salesforce for Marketers 
#CNX14 
Getting It Right 
Blast Profile Personal Behavior Interactio 
n 
4% 
3% 
0% 
Enga...
Track: Salesforce for Marketers 
#CNX14 
Funnel Analysis Drives ROI 
Tracking customers back to digital programs 
Sales ca...
Track: Salesforce for Marketers 
#CNX14 
Understanding customers = better content 
Content can be driven by: 
Customer sto...
Track: Salesforce for Marketers 
#CNX14 
Know The Customer 
What is the order history 
What is the case history 
Driving C...
Track: Salesforce for Marketers 
#CNX14 
Opportunity Marketing 
Customer stories 
Previous orders 
What makes up the pipe ...
Track: Salesforce for Marketers 
#CNX14 
Connecting To Your Customers Through Partners 
Understanding the partner landscap...
Track: Salesforce for Marketers 
#CNX14 
Making Planning Valuable 
Collaborative planning 
Full cost and revenue analysis ...
Track: Salesforce for Marketers 
#CNX14
Track: Salesforce for Marketers 
#CNX14 
#CNX14 
Morgan Kazan 
Senior Marketing Manager for DonorsChoose.org
Track: Salesforce for Marketers 
#CNX14 
Two Applications, One Business Process
Track: Salesforce for Marketers 
#CNX14 
Take the after-session survey! 
Take the Survey in 
the Connections 
2014 Mobile ...
Track: Salesforce for Marketers 
#CNX14 
Questions?
Track: Salesforce for Marketers 
#CNX14 
CUSTOMER JOURNEY 
SHOWCASE 
MARKETING 
THOUGHT LEADERS 
EMAIL MARKETING PRODUCT S...
Track: Salesforce for Marketers 
#CNX14
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#CNX14 - Marketing and Sales United With a Common Goal Slide 1 #CNX14 - Marketing and Sales United With a Common Goal Slide 2 #CNX14 - Marketing and Sales United With a Common Goal Slide 3 #CNX14 - Marketing and Sales United With a Common Goal Slide 4 #CNX14 - Marketing and Sales United With a Common Goal Slide 5 #CNX14 - Marketing and Sales United With a Common Goal Slide 6 #CNX14 - Marketing and Sales United With a Common Goal Slide 7 #CNX14 - Marketing and Sales United With a Common Goal Slide 8 #CNX14 - Marketing and Sales United With a Common Goal Slide 9 #CNX14 - Marketing and Sales United With a Common Goal Slide 10 #CNX14 - Marketing and Sales United With a Common Goal Slide 11 #CNX14 - Marketing and Sales United With a Common Goal Slide 12 #CNX14 - Marketing and Sales United With a Common Goal Slide 13 #CNX14 - Marketing and Sales United With a Common Goal Slide 14 #CNX14 - Marketing and Sales United With a Common Goal Slide 15 #CNX14 - Marketing and Sales United With a Common Goal Slide 16 #CNX14 - Marketing and Sales United With a Common Goal Slide 17 #CNX14 - Marketing and Sales United With a Common Goal Slide 18 #CNX14 - Marketing and Sales United With a Common Goal Slide 19 #CNX14 - Marketing and Sales United With a Common Goal Slide 20 #CNX14 - Marketing and Sales United With a Common Goal Slide 21 #CNX14 - Marketing and Sales United With a Common Goal Slide 22 #CNX14 - Marketing and Sales United With a Common Goal Slide 23 #CNX14 - Marketing and Sales United With a Common Goal Slide 24 #CNX14 - Marketing and Sales United With a Common Goal Slide 25 #CNX14 - Marketing and Sales United With a Common Goal Slide 26 #CNX14 - Marketing and Sales United With a Common Goal Slide 27
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#CNX14 - Marketing and Sales United With a Common Goal

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Today's marketing and sales professionals are part of the same team that shares a single mission: to enhance revenue, profit, and growth.

You may already be familiar with the ExactTarget Marketing Cloud, but what happens to those high quality leads once they become an opportunity and eventually a customer? How can you work more closely with your sales teams to continuously improve your digital marketing programs? In this session you'll understand how Sales and Marketing can work together to drive down costs while increasing revenue by creating a holistic view of the marketing and sales funnel from the first digital touch in the customer journey to final sale and beyond!

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#CNX14 - Marketing and Sales United With a Common Goal

  1. 1. Track: Salesforce for Marketers #CNX14 #CNX14 Marketing and Sales United With a Common Goal Keri Brooke, Product Marketing – salesforce.com Morgan Kazan, Senior Marketing Manager – DonorsChoose.org
  2. 2. Track: Salesforce for Marketers #CNX14 The Future of Marketing is 1:1 Customer Journeys Service Sales Apps Analytics Marketing Community
  3. 3. Track: Salesforce for Marketers #CNX14 The Only Platform for 1:1 Customer Journeys Across Sales, Service, and Marketing Mobile Interactive Experiences Sell to Businesses Market to Millions of Customers Support all of Your Customers B2B & B2C Customer Support Sales & Lead Management Journey Builder for Connected Customers Shared Customer Data Salesforce 1 Customer Platform Engage Every Customer Sales & Lead Management B2B & B2C Customer Support Automated, Personalized Journeys
  4. 4. Track: Salesforce for Marketers #CNX14 #CNX14 Keri Brooke Product Marketing, salesforce.com
  5. 5. Track: Salesforce for Marketers #CNX14 123 billion emails are sent every hour How can you be sure they have the best chance of making it to the goal line?
  6. 6. Track: Salesforce for Marketers #CNX14 Marketing and Sales Uniting In Common Goals
  7. 7. Track: Salesforce for Marketers #CNX14 The Marketing and Sales Mix Varies Between Industries Restaurants.com Embraer MARKETING PARTNERS SALES
  8. 8. Track: Salesforce for Marketers #CNX14 But What Is The Common Goal Between Marketing and Sales
  9. 9. Track: Salesforce for Marketers #CNX14 38% of CMOs say that aligning and integrating sales and marketing is a top priority for 2014 CMO Council
  10. 10. Track: Salesforce for Marketers #CNX14 Content : Click Through Rates : Leads Qualified Leads : Opportunities : Close Rates
  11. 11. Track: Salesforce for Marketers #CNX14 Bridging The Gap With One Continuous Process Content Click Through Rates Leads Qualified Leads Opportunities Close Rates
  12. 12. Track: Salesforce for Marketers #CNX14 Alignment Funnel Management Math marketing / Sirius Decisions / MarketingProfs 24% faster three-year revenue growth 36% higher customer retention rates 60% increase in follow-up within 24hrs 67% improvement in close rates
  13. 13. Track: Salesforce for Marketers #CNX14 Bridging The Gap Makes Marketing More Successful Funnel Analysis Compelling Content Understand Customers Market Opportunities Understand Partners Understand Competitors Joint Planning ?
  14. 14. Track: Salesforce for Marketers #CNX14 Getting It Right Blast Profile Personal Behavior Interactio n 4% 3% 0% Engagement 2% 1% 1.1% CONVERSION RATE 2.8% CONVERSION RATE 3.9% CONVERSION RATE 5%
  15. 15. Track: Salesforce for Marketers #CNX14 Funnel Analysis Drives ROI Tracking customers back to digital programs Sales can understand what is driving pipe Real time updates to programs
  16. 16. Track: Salesforce for Marketers #CNX14 Understanding customers = better content Content can be driven by: Customer stories Support and service information Orders Pipe
  17. 17. Track: Salesforce for Marketers #CNX14 Know The Customer What is the order history What is the case history Driving Customer marketing
  18. 18. Track: Salesforce for Marketers #CNX14 Opportunity Marketing Customer stories Previous orders What makes up the pipe Support information Competitive advantages
  19. 19. Track: Salesforce for Marketers #CNX14 Connecting To Your Customers Through Partners Understanding the partner landscape Driving pipeline Creating communities
  20. 20. Track: Salesforce for Marketers #CNX14 Making Planning Valuable Collaborative planning Full cost and revenue analysis 360 view of campaigns
  21. 21. Track: Salesforce for Marketers #CNX14
  22. 22. Track: Salesforce for Marketers #CNX14 #CNX14 Morgan Kazan Senior Marketing Manager for DonorsChoose.org
  23. 23. Track: Salesforce for Marketers #CNX14 Two Applications, One Business Process
  24. 24. Track: Salesforce for Marketers #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Card
  25. 25. Track: Salesforce for Marketers #CNX14 Questions?
  26. 26. Track: Salesforce for Marketers #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
  27. 27. Track: Salesforce for Marketers #CNX14
  • KelseyBarfell

    Sep. 25, 2014

Today's marketing and sales professionals are part of the same team that shares a single mission: to enhance revenue, profit, and growth. You may already be familiar with the ExactTarget Marketing Cloud, but what happens to those high quality leads once they become an opportunity and eventually a customer? How can you work more closely with your sales teams to continuously improve your digital marketing programs? In this session you'll understand how Sales and Marketing can work together to drive down costs while increasing revenue by creating a holistic view of the marketing and sales funnel from the first digital touch in the customer journey to final sale and beyond!

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