There is a good bit of talk about aligning sales and marketing these days. This all sounds great, right? But, how is this all put into play and managed? Enter - marketing automation. Join Derek Grant, Director of Sales at Pardot, a salesforce.com company, for an overview of how marketing automation can help your sales and marketing teams work together to increase lead and opportunity numbers and quality and ultimately help improve your company's bottom line. You will learn: - What today's lead landscape looks like for sales and marketing - How you can use Salesforce.com and Pardot to improve lead management and assignment - How nurturing programs can be used to help improve sales performance

1. Align Sales and Marketing
The Marketing Automation Advantage
Derek Grant
Director of Sales
Corporate Pres – PowerPoint Template – 16x9 FY14.pptx

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3. Hi, I’m @derekgrant
I’m Derek Grant
• I manage sales at Pardot,
a salesforce.com company
Motto:
• Be Brief
• Be Brilliant
• Be Gone

4. What is Marketing Automation?
At a high level

5. What is Marketing Automation
Lead
Lead
Data
Lead
Events
Personalized
1:1 Messaging
Buying Cycle Journey

6. POLL
Are you currently using a marketing
automation system?

7. Features and Benefits
5 ways marketing automation adds value

8. Shift from selling to buying
The Internet is changing the buyer’s journey

9. The sales process is changing
• 70% of the buying process is
now complete by the time a
prospect is ready to engage
with sales. (SiriusDecisions)
• By 2020, customers will
manage 85% of their
relationship without talking to a
human. (Gartner)

10. The sales process is changing

11. Give Sales X-Ray Vision
Monday:
• Message Left
• Email
• Click Thru Email
• View 4 Pages
Wednesday:
• Message Left
• Email
• Search “Pricing”
• View “Pricing” Page

12. Give Sales X-Ray Vision

13. Identify “Sales Ready” Leads
Lead qualification drives sales performance

14. Sales Bandwidth is Limited
• Only 17% of leads convert to
qualified opportunities (Bridge
Group)
• 80% of all marketing-sourced
leads are mis-handled by sales
(Forrester Research)

15. Focus on the Most Promising Leads
Activities Determine Interest
• Form Submission
+50
• “Contact Me” Form
+150
• Page View
+1
• Careers Page
-30
Demographics Determine “fit”
• US-Based, +$500M
A+

16. Focus on the Most Promising Leads

17. Send Sales The Best Leads
Timely follow up drives connect rates & pipeline

18. Being Timely Matters
• For inquiries submitted on the
web, 78% of sales go to the first
company to respond
(InsideSales).
• 25% of marketers that adopt
mature lead management
practices report that the sales
team routinely contacts
the prospects within one day
(Forrester).

19. Strike While the Iron is Hot
Assign The Best
• Automation Rules Assign “Sales
Ready” leads
• Geography
• Industry
• Salesforce lead assignment
rules
• Create SFDC Tasks
• Update Campaign Status

20. Strike While the Iron is Hot

21. Nurture Early Stage “Suspects”
Stay top of mind with all your prospects

22. POLL
Are you currently nurturing prospects?

23. Nurturing Drives Performance
Educate Prior to Sales Engagement:
• Average 20% increase in sales opportunities from the nurtured leads
(DemandGen Report)
Eliminate Repetitive Sales Tasks:
• It takes an average of seven touches to convert a “suspect” to a
“prospect,” which grows to eight touches for enterprise-level accounts
(Bridge Group)
Earn More of their Budget:
• Nurtured Leads have a 47% higher order value than their non-nurtured
peers (Annuitas Group)

24. Stay Top of Mind
Nurture the Rest
• Nurturing stays in front of early
stage prospects
• Warm up “Suspects”
• Sales Driven “Stay in Touch”
• Automated “Recycling”
• “On Behalf Of”
• Fakes Sincerity

25. Show Your Value
Revenue growth garners respect for Marketing

26. Show the Value of Marketing
CEO’s Don’t Trust Marketers
• 80% of chief executive officers admit
that they do not really trust and are not
very impressed by their chief marketing
officers (Fournaise Marketing Group).
It Earns Respect
• 76% of B2B marketing professionals
agree or strongly agree that their
“ability to track marketing ROI gives
marketing more respect.” (Forrester
Research)

27. Show the Value of Marketing
• Perception of Marketing as a
“Cost Center”
• Granular Campaign Analytics
empower data driven decisions:
• Search (SEO, PPC) Email
(Blast, Drip)
• Social Media
• Everything is compared to
revenue

28. Show the Value of Marketing

29. Questions?

30. Derek Grant
Director of Sales
@derekgrant
dgrant@salesforce.com