the art of the hand-off
TRANSCRIPT
The Art of the Hand-Off
Today’s Presenters
Anneke SeleyFounder, Phone Works
Coauthor, Sales 2.0
Atri ChatterjeeCMO, Act-On Software
“….organizations that have tightly integrated marketing and sales around the shared task of demand creation close between two and seven times the number of deals of those
that do not.”
Sirius Decisions
Strategy
Marketing/Sales Alignment
Process People Technology
Alignment & Resource Allocation
MeasurablePredictable Customer-centric
Open Team-oriented,Relationship- focused
Enabling tools
Increased Revenue Results / Decreased Cost
Best-Performing Companies’ Sales & Marketing Practices
Common goals/compensation
Significant marketing investment
Work together to engage/nurture prospects
Personalized, relevant messages by buyer type
Lead nurturing (automated & flexible)
Metrics and process-driven, ROI tracked
Dedicated functional groups through customer acquisition cycle
Measure marketing’s impact on revenue
Investment per Rep & Budget Allocation
Consistent Messaging
Target prospect & “Qualified Lead” definition
Lead Scoring
Roles and Responsibilities
Lead response time, data captured (“SLA”)
When Marketing hands-off to Sales
When Sales hands-back to Marketing
Using social media to go where customers are
Best-Performing Companies Sales and Marketing Agree On:
Engage/Nurture: MarketingEducate/Qualify: Sales DevelopmentSell New: SalesManage Adoption: Customer SuccessSell Renewal/Add-on: Sales
Phone Works Marketing/Sales 2.0 Framework
1. Clear roles for marketing & sales
2. Sales Dev Inside sales team for lead qualification
3. Consistent messaging from Marketing to Sales
4. Clear processes for lead follow-up and handoff
5. Feedback on leads from sales to marketing
6. Tracking & reporting of key sales & marketing data
7. Regular review of the scoring/rating criteria
POLL – Do you have….
In Action: Act-On
Act-On Situational Analysis
• Small company • Fastest growing marketing automation
company• Efficiency and speed are core company
competitive advantages• Budget follows growth
Strategy
Parameters for Success
Process People Technology
Alignment & Resource Allocation
MeasurablePredictable Customer-centric
Open Team-oriented,Relationship- focused
Enabling tools
Increased Revenue Results / Decreased Cost
Company Strategy
• Focused on providing integrated marketing solution that fits into existing environments
• Target market: midmarket and departmental use in enterprise
• Product design emphasizes user experience, speed of deployment and flexibility
Sales and Marketing Strategy
• Alignment
• Efficient cost of sales
• Increased leverage
Process
• Need for a process with agreed upon definitions
• Minimum friction between transition points
• Flexibility for modification
• Easily transferrable
Process: The Funnel
• Top of funnel: Marketing
• Middle of funnel:
SDR qualification
• Bottom of funnel: Sales team
Raw leads
Qualified leads
Sales prospects
Word of mouth
Marketing
SDR
Sales
People
• Hiring– Proven track record– Intelligence and ambition– Cultural fit
• Consistent training– Playbook– Messaging templates
• Continuous development– Best practice sharing– Frequent and clear communication
Technology
• Single database of record = CRM
• Marketing automation integrates with key technologies needed for sales and marketing (webinars, external data sources, analytics, social media)
• Emphasis on using our own technology to understand customer experience
Need a graphic here that is techy.
Maybe a small version of the
integrtion slide on the investor pitch
Score CardW
ork
ing
Wel
lN
eeds
Impr
ovem
ent
• Company
strategy well
defined &
communicated
• Increasing
leverage
• Common
definitions
• Refinement &
iteration based
on results
• Well
integrated in
process
• Used heavily
• Continuous
improvement
• Positive culture
• Hiring
• Training
• Mobility
• Inertia of
transition
• Career
development
• Regular
alignment in
sales &
marketing
Strategy Process People Technology
Next Steps
1. Draft a strategy
2. Start the dialogue within your organization
3. Start small – don’t get overwhelmed
4. Measure and refine
Getting Started
Need Help?
Reality CheckReality Review
Sign up for a demo
www.actonsoftware.com
Contact Us
Anneke [email protected]: @annekeseley
#sales20Blog: sales20book.comLinkedIn: annekeseley
(510) 749 9073
Atri ChatterjeeCMO, Act-On Software