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Why Working Together Is Better For Everyone!

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The Alignment• The entire point of any business is to sell!! • There is no function more important than selling, because without sales there will be

no business.• Salespeople used to tell customers what they wanted and why they wanted it. • Sales no longer has control!• Marketing teams now play an equal role to Sales in new customer acquisition

• So what do we mean by Sales and Marketing alignment?:

It’s when Sales and Marketing work together to improve the process for customer acquisition (lead generation, lead nurturing, lead qualification and sales closing).

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Why?• Because we have to understand that sales and marketing

have the same end game!!

GROWTH

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How do they work?

However, these stereotypes obscure the truth.

Sales Marketing

Interpersonal Analytical

Short Term Focus Long Term Focus

Tactical Strategic

Push Pull

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How can Marketing help Sales close more leads?

• They key is for Marketing to understand and embrace the specific buying process used by prospective sales prospects.

The Buyer’s Journey

Awareness

Consideration

Decision

Becoming aware and is interested in learning more.

Identified a problem, is conducting research and considering various

solutions.

Has had objections addressed and is ready to make a decision on a

solution.

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How can sales help marketing generate better leads!

• In the aligned organization, achieving the outcome of closing more satisfied customers in less time is a two way street.

Marketing

Improved Sales!!

Sales

Communication

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What Researchers Have Said!

“Highly aligned

organizations achieved

an average of 32%

year-on-year revenue

growth” Aberdeen Group

Study, 2011

“Whilst less aligned competitors saw a 7% decrease in revenue”

Aberdeen Group Study, 2011

“Just 8% of companies say they have tight alignment between sales and marketing.

” Forrester, 2011

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What Researchers Have Said!

89% said email was their primary

channel for lead generation

Over 50% of respondents say they read their

emails

Only 45% of business have established a

company-wide definition of a

sales-ready lead

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What Can Be Done To Ensure Teamwork!

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Establishing an SLA

An SLA defines what each team commits to accomplishing in order to support the other.

Service Level Agreement!

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SLA’s: Go Both Ways

Marketing Sales MarketingSales

Number and quality of leads required to

hit company revenue goals

Speed and depth of lead follow - up that

makes economic sense

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Calculating The SLA

How many emails / newsletters Amplicon products How many leads How many call / emails attempts

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Maintain Open Communication

Meetings Use Data To Communicate – Input/Feedback Campaign/Product Communication Changes / Innovations / Events

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What Sales Need to Know

Email Newsletter Case Study / Application stories Any changes to the website (Amplicon mobile version,

changes with the online shop – New Comms shop; Italy website)

Visualise any issue in the website and report Customers needs / complaints All Marketing updates announced

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What Marketing Needs To Know

Customer Information: Maginus (change in the database): A form filled in by sales engineers every time a new prospect shows interest for any of Amplicon’s products / services

Contact touches: Record of email and call attempts (Maginus)

Revenue: Data on close deals and the revenue associated with each contract in order to calculate marketing effectiveness and ROI

Anything related to business interest itself: Visits to customer, events, newspaper

Customer Feedback

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REMEMBER!!

• WE WANT TO WORK TOGETHER TO REACH THE SAME END GOAL!!!!

MARKETING LEADS LEADS SALES

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GROWTH

SALES

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THANK YOU!!