sales and marketing alignment for revenue growth
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Intro• Ex-Googler. Sums up how I started my life in Digital.
• Obsessed with creating websites that work.
• Run a couple inbound marketingmeetups & workshops via the Inbound Coach
• Developing Smarketing teams
Founder & Digital StrategistConnect Labs
@connectlabs
HubSpot Certified PartnerWebsite Redesign | Lead Generation | Sales/Marketing
Sales and Marketing Alignment
Misalignment between sales and marketing technologies and processes costs B2B companies 10% of revenue or more per year.
Some stats
Companies with good smarketing practices in place generated 208% more revenue from marketing efforts.
When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.
Source: MarketingProfs
Marketing
Sales
Define your sales and marketing funnel.
Align Phases and Lifecycle Stages
Define your funnel stages120,000 Visitor Awareness
phase40,000 (33%) Subscriber Opted in
2,000 (5%) Lead Engaged with a TOFU offer Consideration phase
200 (10%) MQL Engaged with a MOFU offeror ‘marketing budget’ > $100k
50 (25%) SQL Engaged with a BOFU offer Decision phase
Spoken to sales & are a good fit
40 (80%) Opportunity Been presented a proposal
30 (75%) Customer Accepted the proposal
15 (50%) Evangelist Remained with you for 6 months
Align content to the buying phases
Top of the funnel – attracting from the awareness phase
ENGAGE potential leads AND LEARN about themAttract with information a potential customer seeks on: Social Media – quality over quantity Blogs – answer the questions you get asked every day Google AdWords & social advertising
Landing pagewith Smart Form
Download email
Automated Lead NurturingNurture leads through your marketing funnel and to your sales team without you needing to get involved – automation!
Delay 2 days
Visited the Services/products page?
Send case study or one of the testimonials
Send a Sales Introduction
Automated Email NurturingBranching logic allows you to perform queries on your contacts and implement behavioural marketing strategies and SMART CONTENT personalises your messaging.
Are your leads qualified?
Give them a score
Make your sales and marketing databases talk to each other.
Auto-add record
Contact Overview
Contact Overview
Salesforce
Control what is recorded
Setup a campaign
Use Marketing Automation.
Benefits of Marketing Automation
