5 Steps to Drive Sales and Marketing Alignment Presentation by Colleen Langevin, Vice President of Marketing, Enterprise Solutions Group, Dell (formerly of Iron Mountain)

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3. THE END OF THE MARKETING LEAD
HOW TO DRIVE SALES & MARKETING ALIGNMENT

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7. Standardized on
CVI and Lead-to-
Revenue
L
L
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8. Marketing focusing on
leads, not revenue Sales was a spectator
of Marketing programs
Show me the money
your leads are
bringing!
No common lead language
Marketing is not aligned
to how we sell
Thousands of leads
Sales has no skin in the game of untouched or lost
our marketing plans
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15. Demand Generation
Inside Sales
Outside Sales
Consistent Structured lead
across Iron passing
Mountain between groups
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16. Collaboratively Vary by
Approved by
determined by business
management
segment leaders segment
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