InsideView Sales and Marketing Alignment - InsideView Drive
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This document outlines a plan for aligning sales and marketing teams to improve performance. It begins by establishing that alignment has been a challenge for decades but is critical for revenue and relationships. Common misalignments are identified such as having different goals and metrics. A plan is then proposed to improve alignment through regular meetings focused on pipeline, jointly defining processes, data sharing, and account-based coordination. Regular cadence and accountability are emphasized. Success is defined as improved revenue, trust between teams, and coordinated handoffs within a revised sales funnel.
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InsideView Sales and Marketing Alignment - InsideView Drive
- 1. Sales & Marketing Alignment Crack the Code for High Performance Tracy Eiler, CMO Andrea Austin, VP Enterprise Sales June 2, 2016
- 2. Topics • An Age-Old Problem • How to Get Aligned • What Success Looks Like
- 3. ALIGNMENT (a hot topic for the last 20 years)
- 4. Sales and Marketing leaders are motivated to align but not ready.
- 5. of CMOs say it’s a top priority Source: CMO Council
- 6. Source: CMO Council have a clear program to make it happen Yet only
- 7. Challenges to Alignment What do you think are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016
- 8. No wonder we still don’t get along.
- 10. Source: IDC or more of annual revenue; or $100M for a 1B company
- 12. Source: InsideView Market Report 2016 • Marketing spends most of their time on branding and events (65%) • Marketing isn’t accountable for pipeline (55%) • I respect my marketing department (86%) • Sales people are single-celled organisms that chase revenue (27%) • Sales people are a bunch of mavericks (26%) • Sales is a difficult job (94%) Positive and Negative Attitudes Continue
- 13. How often do you meet with the marketing team to discuss pipeline? How often do you meet with the sales team to discuss pipeline? We’re Terrible Communicators Source: InsideView Market Report 2016
- 15. Topics • An Age-Old Problem • How to Get Aligned • What Success Looks Like
- 16. A Plan for Alignment
- 17. Relationships start at the top.
- 18. Marketing exists to make sales easier, but we’re not doormats.
- 19. unrealistic expectations out of touch no follow-up no sense of urgency only complains don’t listen don’t understand our pressures pipeline measurement unfair leads are worthlesswon’t use systems aren’t accountable only want “net” new What Are We Afraid Of?
- 20. Meet with you and give feedback? Take you on sales calls? Share their account plans? Follow-up on leads, even if only to reject them? Use the tools you provide? How Can You Measure Trust?
- 21. Be proactive and communicate well in advance Be overly transparent Make recommendations, don’t just ask questions Get feedback from everyone Listen first Brainstorm together Leverage opinion leaders Back at the Office…
- 22. A Plan for Alignment
- 23. We Focus on Different Things Conflict Long-term Segments Leads Top of lead funnel Campaign metrics This quarter Accounts, titles, people Closing deals Start of sales cycle Quota attainment
- 25. The New Funnel
- 26. Alignment at Every Handoff Point Source: Forrester Research
- 29. of marketers say that pipeline is the primary way they are measured – more than lead quality or quantity! Source: InsideView Market Report, 995 respondents, Oct 2015 Yay!
- 30. Back at the Office… Focus on handoff points Create SLAs Smarketing meetings Focus on pipeline Jointly define everything
- 31. A Plan for Alignment
- 32. Data is the Great Equalizer What do you think are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016
- 33. Must Have a Data Strategy
- 34. Account-Based “Everything” is a Forcing Function
- 35. Topics • An Age-Old Problem • How to Get Aligned • What Success Looks Like
- 36. Ultimate Success Source: Sirius Decisions
- 37. Back at the Office… Agree with your CEO that you have an alignment imperative. Measure trust with your sales team and take action. Review your funnel definitions. Report on the same metrics. Focus on pipeline. Bite the bullet and give marketing variable compensation.
- 38. Read our book — available in September!
Hinweis der Redaktion
- The ultimate, some might say only, goal of sales and marketing leaders is to grow revenue. Whether you are talking about generating bigger and better pipeline, crushing your quota, or driving better lead- to-close rates...the end goal is always MORE REVENUE. THINGS TO REMEMBER: Multiple attendees per account – “how many of you are here with marketing or sales teammates”
- It’s an imperative now – Umberto’s presentation talked about how the buyer is more in control than ever. What are we supposed to do? We are better together. We need each other to succeed and it’s the way we’ll fuel growth. Alignment has become an imperative.
- .
- 38% of CMOs say it’s a a top priority Source: CMO Council
- Yet only 1/3 have a clear program to make it happen Source: CMO Council
- Replace with final graphic that includes source Talking point – we did this survey, 1000 people, found the reasons why we’re still not aligned. It was pretty basic and pretty bad!
- AM – want to change this to “no wonder we still don’t get along”. Maybe picture of two squabbling kids? Cute but crying/yelling?
- Talking points: There is impact everywhere where we’re not aligned. First – revenue.
- What would YOU do for 10% better performance! Imagine the impact…
- Revenue isn’t the only thing. There is an enormous, and we’d argue larger impact, on people.
- Our survey examined attitudes we have about each other. The results were pretty funny – classic stereotypes. Happily though, while we have misunderstandings, our affinity measures are higher than we expected. AUDIENCE QUESTION; Tell the truth – how many of you marketers in the audience think sales are a bunch of mavericks? And how many of you sales people think that one of the biggest thing marketing does is plan events?
- Replace with final one w/ source – also column 2 figures are being verified When you look at how we’re still not aligned, there is a huge communication and process breakdown – look at this question about frequency of discussion around something as straightforward as pipeline! We’re terrible. Or lying.
- AM – is there an image that would be better here? We can say the bullets in voiceover. Poor performance Lack of trust Fear and inhibitions lead to inferior work Poor morale and ultimately, turnover
- So what do we do? If you’ve been around as long as we have, this problem has been an issue since the start of our careers. It’s time to fix it, once and for all.
- We organize our recommendations into a simple construct – people process technology. In our book we pull culture and leadership out separately, but for this prez we’ve blended them into all things people.
- AM – putting this phrase on one of the dark background slides…whichever phrase you think would be better
- AM – it’s too many words, but I’d love some kind of construct where we can talk through the things that we typically mistrust in each other. Maybe there is a way to have the phrases fly in and out or something. Back and worth, where Andrea and I could be trading off? Marketing says: Sales has unrealistic expectations They won’t follow-up They don’t listen, only complain They won’t use the systems It’s not fair to measure us on pipeline Sales just wants “net new” – they don’t care about how we influence opportunities Sales says: Marketing is out of touch They might derail my sales process The leads are worthless; give me my golf tournament They aren’t accountable for anything that really matters They don’t understand the pressure we’re under They don’t listen
- AM – would love this to look like a checklist somehow. Talking points: Non-scientific, but relatable Marketing should ask this – and sales could have similar measures such as “I believe marketing listens to me” Marketing needs to take the lead; exists to make sales easier. We’re inherently more collaborative. We’re in a position to drive it.
- AM – I’d like this to look like a “key takeaways” list – a format we’ll repeat other times in the prez Other phrases for headline: What do I do now Tips Actions you can take right now Back at the office… (Pro Tips)
- AM – make two columns, and prettier?
- Unifying construct is the classic funnel – new edition Traditional funnel on the left, new on the right – Perhaps show the traditional one first, then swipe to the new one. 3 animations: First/old funnel, then leaves New interactive process comes in – animate with color to show the flow Add the call out points
- Replace with final one showing source. Talking points: When we drill into that new funnel, we can see every step of the process Each step requires definitions to agree on, and potential points of conflict around handoff Jointly define everything – audience question: How many of you feel like you’ve done a good job with joint definitions Visual idea: Make a collage of words that represent things that require joint definition and handoff processes Lead Scores Routing rules Acceptance criteria Opportunity value Pipeline contribution
- Not sure we keep this – need to decide if we want to show the underneath chart – our #smarketing meeting. These organizing tools to not need to be beautiful or automated. Simple excel. Anyone can do it.
- Most marketers measure very top of funnel. We recommend focusing on pipeline as the primary measure. It forces all the right behavior plus shows sales that marketing has more skin in the game.
- Just 56% of B2B organizations verify valid business leads before they are passed to Sales
- Talking points: Technology is in our way. We think it’s making us more efficient but the crazy amount of systems in our tech stacks is out of control. Our metrics don’t match up. And we’re NOT working off the same core data.
- Highlight last row on the graphic on the left – lack of accurate data on target accounts Remember that survey? Nearly 40% of those surveyed said that lack of accurate data on target accounts was one of the biggest challenges to alignment. So what are we supposed to do?
- We must have a data strategy. We have to work off of data that is current, complete, and actionable. We
- Talking points If you have a strong data strategy, you can do more. Take focused motions such as ABM. Account-based everything is a forcing function for alignment. This hot topic is everywhere. And it all starts with knowing what accounts are the best targets. Insert picture from the product presentation, showing the TAM – the picture inserted here is just a draft; need a better one from my team.
- Replace with final 1 w/ source/Sirius Decisions.
- Final checklist
- If you want a personal, signed copy when it comes out this fall, please give us your business card and we’ll make sure you get one in the fall.
- Examine sales velocity – this is not just the responsibility of sales. Remember “marketing exists to make sales easier? This is a slide we could take out and only use when we have 45-60 minutes. Cut from roadshow prez Pitch this as advanced alignment