How Sales & Marketing Can Drive Better Pipeline Conversions - Together
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Sales and marketing jointly own the pipeline and they can drive better conversions by working together across the revenue funnel, from leads and accounts to closed business. While marketing spends cycles to identify the right target accounts and individuals, you want your sales team to be fully armed with the right visibility and content during the sales cycle to accelerate leads to close. Watch this webinar session, where Marketo, LeanData, Clari, and Ceros will outline how you can set up reps for success with the right leads, insights, and content to boost your conversion rates.
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How Sales & Marketing Can Drive Better Pipeline Conversions - Together
- 1. How Sales & Marketing Can Drive Better Pipeline Conversions -- Together.
- 2. Speakers Jill Rowley - Marketo Asher Mathew - LeanData Hila Segal - Clari Matthew Wellschlager - Ceros
- 3. How Sales & Marketing Can Align Jill Rowley Chief Growth Officer Marketo
- 4. Connecting Data to People Asher Mathew Vice President, Business Development LeanData
- 5. Connecting Data & People for Revenue Teams LEANDATA Strategic Data Layer L2A Matching Routing Marketing Attribution Sales & Marketing Analytics Marketing Automation / ABM Campaign Management CRM Leads, Accounts, Contacts, Opportunities, Campaign Management Sales & Marketing System of Record Get more context into Accounts via matched leads Assign Leads, Contacts, Accounts, Opps to the right owner in real time Analyze impact of sales & marketing campaigns on pipeline & revenue Optimize sales and marketing processes based on insights from routing, attribution & the opportunity lifecycle.
- 6. LeanData Routing ALL LEADS New leads are assigned round- robin or based on simple territory mapping to a group of reps / SDRs Check for duplicate leads or contacts Check for open opportunity Merge Assign to Opportunity owner Check for matched account Assign to Account owner Check for matching lead Assign to Lead owner Salesforce Apex Rules / other vendors
- 7. Driving Meaningful Conversations Customer SDR Partner SDR Engaged Prospect SDR Target Prospect SDR Prospect SDR Net New SDR Competitor SDR Junk SDR
- 8. CSM Context-Based Routing Channel Manager Opportunity Owner Account Owner SDR SDR No Action No Action Customer SDR Partner SDR Engaged Prospect SDR Target Prospect SDR Prospect SDR Net New SDR Competitor SDR Junk DR
- 9. • Leads • Contacts • Accounts • Opportunities • Activities • Other objects coming soon... Routing Any Object Anywhere
- 10. Visualize the Complete Buyers Guide • Visualize how Sales & Marketing work together across the buyer journey to close deals • Wizard for easy setup with out of box and custom attribution models • Several out of box reports, dashboards, and visualizations
- 11. Companies Who Have Done This Successfully Say… Saved several hours per day for their SDR team by automating lead matching & flows Holy-Grail like improvements in efficiency “ Improved sales team efficiency by 10x and reduced sales cycle by 2-to-3 weeks “ Enables us to get back to the human side of marketing Boosted sales activity levels by 20% and the number of meetings by 40% “ Takes the friction out of the process Matched more than 1 million leads with 99.9997% accuracy Helps us tweak our processes “
- 12. How Marketing Engagement Can Help Sellers Close More Deals Hila Segal Sr. Director, Product Marketing Clari
- 13. © Clari, Inc. All Rights Reserved 38% say reps aren’t spending time on the right opportunities Only 14% report having over 70% of reps hitting quota Sales Reps Lack Focus Source: Clari 2017 Sales Benchmarks & Trends Survey
- 14. © Clari, Inc. All Rights Reserved Collaborating Across the Buyer’s Journey Create Awareness Attract Engage Prospect Qualify Negotiate Close Marketing Sales The Buyer’s Journey
- 15. © Clari, Inc. All Rights Reserved Sales Marketing • What opportunities Sales is working on? • How can we help progress deals? • Are we targeting & nurturing the right contacts? • How can I accelerate deals? • Are my prospects active and engaged? • How is Marketing helping me win in-quarter deals? Sales & Marketing Are Often Unaligned
- 16. © Clari, Inc. All Rights Reserved Share Marketing Engagement Data Show sellers when their prospects are engaging with marketing programs Opened Email Attended webinar Downloaded eBook Visited the website
- 17. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM Feb Mar Apr Email Meeting MKTO
- 18. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 2 3 3 21 Mar Apr 2 2 Email Meeting MKTO
- 19. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 1 2 3 1 3 21 Mar Apr 2 2 Email Meeting MKTO
- 20. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 1 2 3 1 3 21 Mar Apr 1 2 2 Email Meeting MKTO
- 21. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 1 2 3 1 3 21 Mar Apr 1 1 3 2 2 1 2 Email Meeting MKTO
- 22. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 1 2 3 1 3 21 Mar Apr 1 1 3 2 2 1 2 Email Meeting MKTO Marketo Feb 17, 2018 – Feb 23, 2018 Feb 20 John Smith Filled Out a Form Request a demo
- 23. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 1 2 3 1 3 21 Mar Apr 1 1 3 2 2 1 2 Email Meeting MKTO Marketo Mar 03, 2018 – Mar 09, 2018 Mar 04 John Smith Email Opened StorageSys webinar Mar 04 John Smith Link Clicked StorageSys webinar
- 24. © Clari, Inc. All Rights Reserved Sellers Get Valuable Insights About Their Deals US THEM 1 Feb 1 1 2 3 1 3 21 Mar Apr 1 1 3 2 2 1 2 Email Meeting MKTO 1 Marketo Apr 07, 2018 – Apr 13, 2018 Apr 08 John Smith Email Opened Denver event Apr 10 Carla Thompson Email Opened Denver event
- 25. © Clari, Inc. All Rights Reserved Bridging The Gap • Sales can better evaluate the true state of the deal and forecast more accurately • Marketing can understand campaign influence and identify where to focus to support sales efforts
- 26. © Clari, Inc. All Rights Reserved Collaborating Across the Buyer’s Journey Create Awareness Attract Engage Prospect Qualify Negotiate Close Marketing Sales The Buyer’s Journey
- 27. © Clari, Inc. All Rights Reserved Contacts logged in CRM Over 50-70% of contacts are NOT logged in CRM
- 28. © Clari, Inc. All Rights Reserved When Sales is not Logging Activity & Contacts, Marketing is Missing Out… • You can’t nurture contacts & help sales progress deals • You can’t optimize campaigns against warm contacts • You can’t associate contacts to closed deals for attribution • You can’t measure ROI of campaigns and ABM programs
- 29. © Clari, Inc. All Rights Reserved Share Sales Activity & Contact Data CRM Meeting takes place… Contacts captured automatically from rep’s calendar Contacts logged & associated with opportunity
- 30. Driving Alignment and Conversions through Content Matthew Wellschlager Vice President, Marketing Ceros
- 31. MAP + CRM
- 32. MAP + CRM
- 33. MAP + CRM
- 34. MAP + CRM
- 40. Consistency in the Message
- 41. Consistency in the Message
- 42. Consistency in the Message
- 46. TWEAK TWEAK
- 47. Time to take your content online!
- 48. Questions?