In this session you'll get best practices in aligning Sales and Marketing teams to drive down costs and increase revenue through a holistic view of your customer’s journey - from demand generation to the final sale and beyond! Key takeaways: Increase pipeline through tighter sales and marketing alignment Execute a winning content marketing strategy Convert more leads through stronger lead management process

1. Marketing and Sales Aligned with a
Common Goal
Josh Linard, Vice President of Sales
Mediacurrent
@jlinard
Lynne Zaledonis, Sr Director – Sales Cloud, Product Marketing
Salesforce
@lzaledonis

2. Mediacurrent: Market Leader in Drupal (WCMS)
50% Growth year-over-year
2014 Salesforce SMB Award Winner

3. Mediacurrent’s Customers and Case Studies:

4. Before Sales and Marketing Alignment: Fragmented Process
Marketing and Sales with separate goals
Pipeline generation = $0
Lead generation from ad campaigns poor
Lacked a lead management process
Long sales cycle but no nurture campaign
“Old
Way”
:
Separate
goals

5. How Well Aligned are your Sales and Marketing teams?
Fragmented? Aligned?

6. Solution: New Lead Processes for Sales and Marketing
Process and Technology Solutions to Align

7. Mediacurrent’s Alignment Approach: Content Marketing
Led by Marketing
Championed by Sales
Shared by all

8. Mediacurrent’s Lifecycle of a Lead

9. Mediacurrent’s Approach: Content Marketing

10. Step 1: Find your Voice

11. Step 1: Find your Voice leveraging your People

12. Step 1: Find your Voice in your Customers

13. Step 1: Find your Voice through your Culture

14. Mediacurrent’s Voice: “Thought Leadership”
Supported “Do Drupal right” statement
Warmed leads for Sales
Established credibility for the Sales
team
Website
Accessibility
5-­‐Part
Blog
Series

15. Step 2: Develop Buyer Personas
Regular meetings between Sales and
Marketing to discuss common customer
needs
Shared data on buyers
Developed more targeted content

16. Step 3: Marketing Automation
Example :
Posted Blog: Why Drupal is right for Higher Education
Wrote eBook: Preparing for a Website Redesign
Conducted Video/Webinar: Website Accessibility Standards
Drip
Marke7ng
Campaign
with
Pardot

17. Step 3: Marketing Automation
Sales and Marketing SLA: “Sales contacts leads with 24 hours”
Lead
Scoring
0
50
100
Transfer to SalesCloud
Nuture

18. Content Marketing Strategy
Step 1
Find Your Voice
Step 2
Develop Buyer Personas
Step 3
Marketing Automation

19. The Results: Marketing Team
53% Increase in Organic Search
129% Increase in Conversion Rate
40% Increase in Email subscribers

20. The Results: Sales Team
23% Increase in Inbound Leads
Healthy Pipeline (M’s per-quarter)
55% Increase in closed sales
opportunities

21. Alignment: What it Meant for the Company
Sales and Marketing Both Tasked with Revenue Responsibility
Sales and Marketing Measured on Same Metrics
Increased Employee Engagement Across the Organization

22. Sales and Marketing Alignment: Results
50% Growth Year-
over-Year
$3M Quarterly
Pipeline
Increased
Demand
Increased Sales

23. Questions?

24. Customer Case Study

25. Butler University: Buyer Personal Template

26. Butler’s new website focused on right message

27. Additional Resources:
First eBook for Marketing Automation and
Drupal
Featured in Marketing Automation
for Dummies

28. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA