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Nate Skinner, VP of Product Marketing, Salesforce Pardot
Unsolved Mysteries
Who Killed Marketing and Sales Alignment?
Field Account Rep
2000
The Start of a Rocky Relationship
Marketing Manager
2009
VP Product Marketing
Present
The Blame Game
Marketing Sales
“Your leads are
falling through
the cracks”
“You’re not
qualifying
MQLs”
“You’re not
following up
fast enough”
“Bad leads”
“You’re not
paying
attention to our
segment”
“You don’t
understand our
pain points”
The Crime Scene
The love between marketing and sales has died
The Suspects
People: Sales, Marketing,
Operations
Charge: Lack of
communication & visibility,
misaligned goals
Motive: Ego, resentment
Alibi: Smart, capable
employees
Processes: Rules of
Engagement
Charge: Poor hand and off
between sales and marketing
Motive: Static, inflexible rules
Alibi: Structured for success
Technology: MarTech 5000
Charge: Too many products
and subscriptions
Motive: Keeping up with the
latest and greatest, poor
evaluation process
Alibi: Bought them all for a
reason at some point
People: The Evidence
EVIDENCE CARD
CLAIM 1: Marketing was measuring MQLs and pipeline generated
CLAIM 2: Sales was measuring ACV and closed-won opportunities
THE FACTS: ● Not looking at the same numbers
● No collaboration
● No way to align on metrics
Processes: The Evidence
EVIDENCE CARD
CLAIM 1:
Marketing had no visibility into what happened with leads after they
were handed off to sales
CLAIM 2: Sales didn’t like any of the leads marketing was generating
THE FACTS: ● Rules of Engagement weren’t clearly defined
● Leads weren’t being scored or graded
● Lack of alignment on what determined a “qualified lead”
The Technology on Trial
EVIDENCE CARD
CLAIM 1:
Marketing AND sales kept purchasing the latest and
greatest technologies
CLAIM 2: No awareness into depth and breadth of tech stack
THE FACTS: ● Issues with data cleanliness and visibility
● No way to integrate across tech stack
● Too many licenses, not enough users
The Suspects I
The Support Group
Tracy Eiler
People
Sales and Marketing aligned across a single
unified platform experience
Processes
Pardot’s native Salesforce integration provides
the fastest sync times in the industry and
unlimited API calls
Technology
InsideView’s marketing team can now build
entire campaigns from scratch in less than half
the time it previously required
CMO, InsideView
50%
Time Savings
1,000%
Frustration Reduction
Unsolved Mysteries: Who Killed Marketing and Sales Alignment?

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Unsolved Mysteries: Who Killed Marketing and Sales Alignment?

  • 1. Nate Skinner, VP of Product Marketing, Salesforce Pardot Unsolved Mysteries Who Killed Marketing and Sales Alignment?
  • 2. Field Account Rep 2000 The Start of a Rocky Relationship Marketing Manager 2009 VP Product Marketing Present
  • 3. The Blame Game Marketing Sales “Your leads are falling through the cracks” “You’re not qualifying MQLs” “You’re not following up fast enough” “Bad leads” “You’re not paying attention to our segment” “You don’t understand our pain points”
  • 4. The Crime Scene The love between marketing and sales has died
  • 5. The Suspects People: Sales, Marketing, Operations Charge: Lack of communication & visibility, misaligned goals Motive: Ego, resentment Alibi: Smart, capable employees Processes: Rules of Engagement Charge: Poor hand and off between sales and marketing Motive: Static, inflexible rules Alibi: Structured for success Technology: MarTech 5000 Charge: Too many products and subscriptions Motive: Keeping up with the latest and greatest, poor evaluation process Alibi: Bought them all for a reason at some point
  • 6. People: The Evidence EVIDENCE CARD CLAIM 1: Marketing was measuring MQLs and pipeline generated CLAIM 2: Sales was measuring ACV and closed-won opportunities THE FACTS: ● Not looking at the same numbers ● No collaboration ● No way to align on metrics
  • 7. Processes: The Evidence EVIDENCE CARD CLAIM 1: Marketing had no visibility into what happened with leads after they were handed off to sales CLAIM 2: Sales didn’t like any of the leads marketing was generating THE FACTS: ● Rules of Engagement weren’t clearly defined ● Leads weren’t being scored or graded ● Lack of alignment on what determined a “qualified lead”
  • 8. The Technology on Trial EVIDENCE CARD CLAIM 1: Marketing AND sales kept purchasing the latest and greatest technologies CLAIM 2: No awareness into depth and breadth of tech stack THE FACTS: ● Issues with data cleanliness and visibility ● No way to integrate across tech stack ● Too many licenses, not enough users
  • 11. Tracy Eiler People Sales and Marketing aligned across a single unified platform experience Processes Pardot’s native Salesforce integration provides the fastest sync times in the industry and unlimited API calls Technology InsideView’s marketing team can now build entire campaigns from scratch in less than half the time it previously required CMO, InsideView 50% Time Savings 1,000% Frustration Reduction