What do powerful sales and marketing partnerships have in common? Hear directly from Marketo’s business strategy experts on how successful Marketo customers are driving accountability and strengthening the partnership across Marketing and Sales.

1. Marketo Success Strategies:
Sales & Marketing Partnerships
Michael Klynstra
Director of Strategic
Engagement Services
Deanna Graves
Demand Generation
Manager
Louay Bachir
Product Marketing
Manager

2. Sales & Marketing Challenged to Meet
Growing Pipeline Coverage Goals
B2B companies’ inability to align sales and marketing teams around the right processes
and technologies costs 10% or more of revenue per year - IDC
58% of surveyed sales leaders said they meet with marketing about pipeline less than
four times a year, and 25% claim they don’t discuss it at all - Forrester

3. SALES
ENGAGEMENT
Customer Journey
Marketing & Sales: Islands of Engagement
Lead Hand-Off
Outbound
Prospecting
Situation
Marketing Sales
• No visibility into lead follow up
• Content & messaging unused
• No way to coordinate “air cover”
Disconnected Tools,
Inconsistent Processes
• Productivity killers slow team
• Performance is inconsistent
• Unwanted marketing support
inundates prospects
MARKETING
ENGAGEMENT

4. The Basics are Still Important
· Create a common definition of the
lead management stages
· Define a common definition of a
Marketing Qualified Lead
· Agreed upon a scoring model to
automatically qualify leads
· Enable sales to add leads to a
Marketing nurture

5. The Opportunity for Partnership
· Recognize Marketing’s additional sales
contributions
· Create clearly-defined feedback loops
· Partner on campaign design and execution
· Identify the insights and reporting that matter;
share KPIs
· Develop, keep fresh and share personas
· Engage throughout the entirety of the
customer journey

6. Recognize Additional Contributions to Sales
Identify and align on these opportunities:
· Generate contacts to existing accounts
· Enrich existing accounts, opportunities
and contacts
· Accelerate existing opportunities in the
pipeline
· Make the best content available to sales
within their sales platform

7. Create Clearly-Defined Feedback Loops
Identify the points of feedback that marketing can provide sales on their work,
and vice versa.
· Who: Who on the team provides the feedback?
· What: What format will the feedback take?
· When: How often will the feedback be provided?
· Where: Where is it documented to help ensure it’s available
and actionable?
· Why: Why is it captured (what will be improved as a result)?

8. Partner on Campaign Design and Execution
Founded on clear and consistent feedback loops:
· Strategy and Planning: Create transparency
and collaboration on target audience
· Design: Understand feedback from the field
· Content Development: Create a spirit of A/B
testing and shared learning
· Execution: Ensure clarity for everyone’s roles
· Performance Optimization: Review results
together

9. Reporting and The Marketing Maturity Curve
Level 1 Level 2 Level 3 Level 4
Point in Time, Single
Channel Campaigns
Personalized,
Automated Campaigns
Scalable,
Strategic Engagement
Lifelong Relationships
Across Multiple Channels
Marketing Competency
Reporting Competency
Strategic Value

10. Reporting and The Marketing Maturity Curve
Level 1 Level 2 Level 3 Level 4
Point in Time, Single
Channel Campaigns
Personalized,
Automated Campaigns
Scalable,
Strategic Engagement
Lifelong Relationships
Across Multiple Channels
Sales & Marketing Program Performance
Marketing Operations
Revenue Contribution

11. KPI’s Mapped to Maturity Stage
Marketing Operational (MO); Marketing Program Performance (MP); Revenue Contribution (RC)

12. Engage Throughout the Journey
MJK
AWARENESS
RESEARCH OUTREACH COLLABORATION SELECTION
PURCHASE
ONBOARD
MATURERENEWEXPANDREFER
ADVOCATE

13. Marketo
Demand Generation
How to maximize your customer engagement strategies

14. What does a struggling partnership with
Sales feel like?
○ Scramble for tactics
○ Less time to focus on strategy
○ Poor customer experience

15. Demand Generation Strategy
Where does
Demand
Generation focus?
What are the goals
of the business?
1. Clarify business objectives
2. Diagnose & differentiate
3. Design your plan of action
4. Execute and measure

16. Marketo Program Examples

17. Speak the same language
Campaign
Theme 1
Campaign
Theme 2
Campaign
Theme 3

18. Program Design
Awareness Consideration Decision
THEME 1
Awareness Consideration Decision
Awareness Consideration Decision
THEME 2
THEME 3

19. SEO
EMAIL
WEB
Program Design
Awareness Consideration Decision
THEME 1
SEO
EMAIL
WEB
SEO
EMAIL
WEB
Top of Funnel
MICROSITE
Mid Funnel
MICROSITE
Bottom Funnel
MICROSITE

20. Accelerated Lead Funnel
Top Funnel Microsite
Mid Funnel Microsite
Bottom Funnel Microsite
Use Microsites to
accelerate leads
through stages

21. Sales Outbound Emails

22. Technology Overview
What technology strengthens Sales and Marketing partnership?

23. Some technology we are using …
Marketo
Sales Engage

24. SALES
ENGAGEMENT
Customer Journey
Marketing & Sales: Islands of Engagement
Lead Hand-Off
Outbound
Prospecting
Situation
Marketing Sales
• No visibility into lead follow up
• Content & messaging unused
• No way to coordinate “air cover”
Disconnected Tools,
Inconsistent Processes
• Productivity killers slow team
• Performance is inconsistent
• Unwanted marketing support
inundates prospects
MARKETING
ENGAGEMENT

25. MARKETING
ENGAGEMENT
SALES
ENGAGEMENT
Single platform for coordinated & personalized
engagement across the customer journey
Customer Journey
✓ Shared Customer Insights
✓ Engagement Tools
✓ Performance Analytics
For a data-driven sales and marketing partnership
New Approach: Coordinated & Personalized
Engagement for Better Pipeline

26. MARKETING
ENGAGEMENT
SALES
ENGAGEMENT
Customer Journey
• Visibility into prospecting activities
• Content & messaging at sellers
fingertips
• Insights for coordinated air cover
Solution
• Perfect balance of personalization
and automation to drive productivity
• Engagement best practices,
consistently followed
• Insights on what’s working
Marketing Sales
New Approach: Coordinated & Personalized
Engagement for Better Pipeline

27. Alignment Comes With Results
19%
Faster revenue
growth
(SiriusDecisions)
15%
Higher
profitability
(SiriusDecisions)
10%
More sales
people on-quota
(CSO Insights)

28. Marketo Sales Engage
Next-Gen Sales Engagement Software
Helps sales and marketing teams partner to drive
more pipeline faster by arming teams to:
1. Scale productivity with a single
workflow
1. Drive consistent engagement
best practices
1. Coordinate marketing “air
cover”

29. Import target prospects
Personalize content templates
Respond to any engagement
See what content is working
Scale Productivity With A Single Workflow
Identify the hottest leads
Automate first touches
Stay on track with playbooks
See what content is working
More Automated More Personalized
Inbound Outbound
See how prospects engage across
marketing + sales touchpoints
Target
Engage
Measur
e

30. Drive Consistency & Best Practices
Inbound Outbound
Marketing & Sales
Leaders
Best Practices Team Results
Playbooks Content Engagement
Analytics
Content
Insights
Collaborate on sales playbooks and content,
make data-driven decisions on how to improve
Target
EngageMeasure

31. MARKETING SALES
EMAILWEB ADS MOBILE SOCIALEVENTS PHONE
Create a superior customer experience by
complementing sales touches with other channels
Coordinate Marketing “Air Cover”

32. Sales Activities in Marketo
● Activities in Sales Engage are available on
the lead record
● New marketing automation
filters/triggers allow smart list building
around sales activities
● New filters in lead activity logs to provide
history of sales engagement

33. Prioritized Leads by Score
Sales reps can identify the hottest leads and prioritize
engagements with engagement scores.
● More complete and accurate engagement scoring
with multiple scoring contributions:
○ Marketing Engagements
○ Sales Engagements
● Reps can prioritize time and engagements based
on lead quality

34. Shared Lead Activity
Sales reps gain deeper insights into buyer behavior by
seeing sales and marketing touches combined.
● Get a more complete picture of customer
engagement
● Respond to customers faster
● Create more personalized outreach

35. Engage Directly or
Nurture via Campaigns
Sales reps can directly and easily engage or
nurture leads with the click of a button:
Contact a lead directly through:
● Email – personalize preloaded templates
● Call – integrated dialer
● Add to Campaign

36. Recommended Templates Drive
Personalized Email
Through email engagements,
sales reps are empowered
with:
● Suggested Email Categories
● Preloaded Templates
● Personalization

37. Multiple Engagement Capabilities
Sales reps can directly and easily nurture a lead
with the click of a button:
● NEW Multiple campaign options based on
need
○ Sales Campaign
○ Marketing Campaign

38. LinkedIn Sales Navigator
Icebreakers Get Introduced Related Leads
Personalize outreach and build
rapport through contact
experiences and interests
Leveraging shared connections to
secure warm introductions
Increase reach and coverage within
a given account

39. Sales Playbooks and Content Templates
• Enforce a best practices
cadence of communications
across channels
• Collaborate with marketing
to put the right content in
the hands of sellers
• Leverage analytics to
understand what messaging
and content is working

40. Marketo Sales Engage
helps you create
ONE
customer experience
To drive more
pipeline faster
to drive sales productivity
of marketing and sales insights
ONE Platform
ONE Workflow
ONE View
for marketing and sales engagement

41. Questions?
(For any further questions or a demo, you can always contact sales@marketo.com, or
your Customer Success Manager, if you’re a Marketo customer)