1. SALES AND MARKETING...
BFFs?
Alexandre Papillaud
EMEA Marketing Operations Manager
March 13, 2012

2. Contact
@apapillaud
https://discover.secureforms.mcafee.com
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3. Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
Lead Lead Sales
Scoring Nurturing Enablement
• Wrap Up

4. McAfee is THE AV Company…
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5. …but not only
ATM POINT-OF-SALE MOBILE NETWORK/TELECO
MANUFACTURING MEDICAL DEVICE PRINTER USB
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6. Market Competition

7. Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
Lead Lead Sales
Scoring Nurturing Enablement
• Wrap Up

8. Sales and Marketing Alignment
• B2B Buying process has changed…
Sales Cycle Length Competition Risk Comparison
• B2B Marketing Role has changed…
• System Alignment
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9. Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
Lead Lead Sales
Scoring Nurturing Enablement
• Wrap Up

10. Lead Scoring - Objectives
• Agreed definition with Sales
• Agreed definition with Marketing peers
• Improve quality
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11. Lead Scoring – PreRequirements
• Identify your Buyer Persona
• Define your reward thresholds
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12. Lead Scoring - Implementation
• Measure Profile Fit (A to D) • Measure Engagement (1 to 4)
– Standardized JobRole – Clicks & Downloads
– Company Size – Event Attend
– Customer – 3rd Party Values
– … – …
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13. Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
Lead Lead Sales
Scoring Nurturing Enablement
• Wrap Up

14. Lead Nurturing
Image Crédit: BlueBird
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15. Lead Nurturing - Objectives
• Keep contact with a prospect or a customer doesn’t
matter where they are in the sales cycle
• Identify a clear area of interest
• Give as much as possible to Sales
• Benchmark your campaigns and assets
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16. Lead Nurturing - PreRequirements
• Assets Housekeeping
• Assets Ranking
• Message broadcasted
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17. Lead Nurturing - Implementation
1. Setup your emails
2. Write your decision tree
3. Monitor
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18. Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to Alignment
Lead Lead Sales
Scoring Nurturing Enablement
• Wrap Up

19. Sales Enablement
Involve them into discussion
(e.g Lead Scoring)
Give them the tools
Prospect Profiler Eloqua Engage
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20. Agenda
• McAfee…Antivirus and beyond
• Importance of Sales and Marketing Alignment
• 3 Keys to alignement
Lead Lead Sales
Scoring Nurturing Enablement
• Wrap Up

21. Conclusion
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