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The Case for
Enterprise Sales
& Marketing
Alignment
Phil Harrell,
VP Corporate Division
"There aren't enough
leads and the leads
that we do get aren’t
any good."
Sales Scott
“Sales doesn’t follow
up with the leads or
put in enough effort to
qualify them."
Marketing Mary
SALES

MARKETING

“simple-minded”

“paper pushers”

“cowboys”

“academics”

“incompetent”

“irrelevant”
Can’t we all just get along?
Companies with strong
sales & marketing
alignment achieve 20%
annual growth rate.
Aberdeen Group
Compared to a 4% decline
in annual revenues for
companies with poor
alignment.
Aberdeen Group
Sales + Marketing =
SMARKETING
1

BUILDING A
SMARKETING
ORGANIZATION
How to Start SMarketing
1  Set up closed-loop reporting
2  Agree on terminology
3  Implement a bi-directional SLA
4  Manag...
Traditional Marketing
Marketing

Sales

Duplicate leads
Limited lead info
No feedback from sales
No ROI measurement
Closed-loop Marketing
Marketing

Sales

Contact info & status updates
Closed loop data to analyze
De-duplicate leads
Impor...
2

AGREEMENT ON
TERMINOLOGY
Define Your Lifecycle Stages
What is an MQL?

Fit

Stimulate Follow-up
Interest
Quickly
Avoid

Take
Orders

Interest
MQL Example

"

A contact at a company that has filled
out a landing page, and works at a
company of 200-1,000 employees in...
Grade Your Leads
Need help? Use this template:
Free template for
calculating your
Smarketing leads goal

Download
3

IMPLEMENT A
SERVICE-LEVEL
AGREEMENT (SLA)
MARKETING
TO
SALES

SALES
TO
MARKETING

Number and quality of
leads required to hit
company revenue goals

Speed and depth...
The Marketing SLA

"

How many leads of a certain quality does a
sales rep need to make quota?

"

How many leads does a s...
The Marketing SLA

"
"
"

Will sales do any prospecting?
What % of sales opps will marketing originate?
What % of sales op...
Computing the Marketing SLA
MQL Type

Average
Revenue /
Customer

MQL to
Customer Close
%

Value per MQL

Whitepaper

$160...
Build a SLA Waterfall
The Sales SLA

"

How many call/email attempts should sales
make for every lead of a certain quality to not
waste leads?

...
Example SLAs

"

Marketing will deliver 100 MQLs per sales rep
per month

"

Sales will make 1 follow-up attempt in 4
busi...
Need help? Get detailed tips here:
Learn how to create a
service-level
agreement (SLA) from
HubSpot & LinkedIn:

Download
4

MANAGE SMARKETING
Dashboards
Get individuals and teams to fix problems without
management intervention.
•  Frequent
•  Transparent
•  Public
Marketing Dashboard
Marketing Dashboard
Sales Dashboard
Sales Dashboard
Monthly Marketing Reports
Monthly Management Meetings
"

Key managers attend

"

Lots of discussion

"

Dive deeper into more contentious issues

"
...
Want more? Read this guide:
The Executive Guide
to Enterprise
Inbound Marketing

Download
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The Case for Enterprise Sales and Marketing Alignment

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Companies with strong sales and marketing alignment achieve 20% annual growth rate. Learn how to build a SMarketing organization, agree on terminology, implement a service-level agreement (SLA), and manage your SMarketing teams.

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The Case for Enterprise Sales and Marketing Alignment

  1. 1. The Case for Enterprise Sales & Marketing Alignment Phil Harrell, VP Corporate Division
  2. 2. "There aren't enough leads and the leads that we do get aren’t any good." Sales Scott
  3. 3. “Sales doesn’t follow up with the leads or put in enough effort to qualify them." Marketing Mary
  4. 4. SALES MARKETING “simple-minded” “paper pushers” “cowboys” “academics” “incompetent” “irrelevant”
  5. 5. Can’t we all just get along?
  6. 6. Companies with strong sales & marketing alignment achieve 20% annual growth rate. Aberdeen Group
  7. 7. Compared to a 4% decline in annual revenues for companies with poor alignment. Aberdeen Group
  8. 8. Sales + Marketing = SMARKETING
  9. 9. 1 BUILDING A SMARKETING ORGANIZATION
  10. 10. How to Start SMarketing 1  Set up closed-loop reporting 2  Agree on terminology 3  Implement a bi-directional SLA 4  Manage SMarketing
  11. 11. Traditional Marketing Marketing Sales Duplicate leads Limited lead info No feedback from sales No ROI measurement
  12. 12. Closed-loop Marketing Marketing Sales Contact info & status updates Closed loop data to analyze De-duplicate leads Import to CRM Lead intelligence
  13. 13. 2 AGREEMENT ON TERMINOLOGY
  14. 14. Define Your Lifecycle Stages
  15. 15. What is an MQL? Fit Stimulate Follow-up Interest Quickly Avoid Take Orders Interest
  16. 16. MQL Example " A contact at a company that has filled out a landing page, and works at a company of 200-1,000 employees in North America. " A contact at a company in the US who filled out the form to request a sales demo or started a trial.
  17. 17. Grade Your Leads
  18. 18. Need help? Use this template: Free template for calculating your Smarketing leads goal Download
  19. 19. 3 IMPLEMENT A SERVICE-LEVEL AGREEMENT (SLA)
  20. 20. MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense
  21. 21. The Marketing SLA " How many leads of a certain quality does a sales rep need to make quota? " How many leads does a sales rep need to be busy 100% of the time?
  22. 22. The Marketing SLA " " " Will sales do any prospecting? What % of sales opps will marketing originate? What % of sales opps will marketing influence?
  23. 23. Computing the Marketing SLA MQL Type Average Revenue / Customer MQL to Customer Close % Value per MQL Whitepaper $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Online Demo $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000
  24. 24. Build a SLA Waterfall
  25. 25. The Sales SLA " How many call/email attempts should sales make for every lead of a certain quality to not waste leads? " With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
  26. 26. Example SLAs " Marketing will deliver 100 MQLs per sales rep per month " Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days
  27. 27. Need help? Get detailed tips here: Learn how to create a service-level agreement (SLA) from HubSpot & LinkedIn: Download
  28. 28. 4 MANAGE SMARKETING
  29. 29. Dashboards Get individuals and teams to fix problems without management intervention. •  Frequent •  Transparent •  Public
  30. 30. Marketing Dashboard
  31. 31. Marketing Dashboard
  32. 32. Sales Dashboard
  33. 33. Sales Dashboard
  34. 34. Monthly Marketing Reports
  35. 35. Monthly Management Meetings " Key managers attend " Lots of discussion " Dive deeper into more contentious issues " Resolve disputes
  36. 36. Want more? Read this guide: The Executive Guide to Enterprise Inbound Marketing Download
  37. 37. Thanks.
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Companies with strong sales and marketing alignment achieve 20% annual growth rate. Learn how to build a SMarketing organization, agree on terminology, implement a service-level agreement (SLA), and manage your SMarketing teams.

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