Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
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According to a study from SiriusDecisions, the majority of buyers (81%) today make purchase decisions based on buying experience, over product or price. To meet buyers’ high expectations and manage the challenging sales landscape, companies must involve their entire organization in maturing the sales process- including after prospects sign on the dotted line. This session will outline a practical approach to growing revenue and retention by aligning sales, marketing, and customer success.
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Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
- 1. Align Sales, Marketing & CS to Drive Revenue & Retention Theresa ONeil CMO Showpad
- 2. 78% of Tech Start-Ups Fail to Exit CBInsights
- 4. The market has shifted 89% of consumers make buying decisions based on experience, ahead of price and product 6 years ago, that number was 12% - Forrester 2017
- 5. 53% of B2B buyers choose a vendor based on the buying experience - CEB B2C experiences are changing B2B expectations
- 6. Showpad surveyed 600+ buyers in Europe and the US who have made a purchase in the last 12 months.
- 7. 7 Thinking of the last B2B purchase you made, how many hours of research did you conduct before contacting a sales rep? Buyers are researching before they contact sales Most are spending 1-2 full business days researching
- 8. Research time is directly related to deal size 8 For deals > $100,000, research time is more than 40 hours How many hours of research did you conduct before contacting a sales rep for your last B2B purchase? 0-5 hours 6-10 hours 11-20 hours 21-30 hours 31-40 hours More than 40 hours None
- 9. What slows down deals and what can speed them up?
- 10. Poor content slows down deals What factors slowed down your last B2B purchase?
- 11. Source: Showpad B2B Buyer Study 86% of buyers are overwhelmed with more than 10 pieces of content 42% are overwhelmed with more than 5.
- 13. Interactive content experiences can accelerate sales Which tools, if they were available, would accelerate buying decisions? Personalized content portal ROI Calculator Augmented Reality
- 14. Buyers want relevant, personalized content and helpful sales teams 70%of buyers still want to interact with sales teams.
- 15. Buyer expectations are high. Demands on sales and marketing have never been higher.
- 16. The best buyer experience wins
- 18. Sales Transformation is a journey... Start-up Selling Success Selling Scalable Selling Guided Selling Collaborative Selling 1 2 3 4 5
- 19. CRO and CMO transformation challenges are shared.
- 20. Sales: Revenue Marketing Revenue and ROI CMO and CRO challenges are shared Sales presents outdated, off- brand content.
- 21. Sales: Revenue Marketing Revenue and ROI CMO and CRO challenges are shared Sales presents outdated, off- brand content. Lack insight into content usage and impact.
- 22. Sales: Revenue Marketing Revenue and ROI CMO and CRO challenges are shared Sales presents outdated, off- brand content. Lack insight into content usage and impact. Not enough time for selling.
- 23. 35.2% Time sales spends selling (Forbes 2018)
- 24. Sales: Revenue Marketing Revenue and ROI CMO and CRO challenges are shared Sales presents outdated, off- brand content. Lack insight into content usage and impact. Not enough time for selling. Takes new reps too long to onboard.
- 25. Sales: Revenue Marketing Revenue and ROI CMO and CRO challenges are shared Sales presents outdated, off- brand content. Lack insight into content usage and impact. Not enough time for selling. Takes new reps too long to onboard. Tough to turn mid- performers into top sellers.
- 26. Sales: Revenue Marketing Revenue and ROI CMO and CRO challenges are shared Sales presents outdated, off- brand content. Lack insight into content usage and impact. Not enough time for selling. Takes new reps too long to onboard. Tough to turn mid- performers into top sellers. Struggle to articulate unique value.
- 27. #1 reason sales don’t make quota Inability to articulate unique value Sirius Decisions 2011, 2012, 2013, 2014, 2015, 2016, 2017
- 28. Value Marketing drives value propositions Sales must be ENABLED to deliver
- 29. 6 Strategies for CRO & CMO Alignment
- 30. 1. Align on ICP, Persona Priorities Prioritize where you you will invest your resources • Industries • Personas • Use Cases • Geographies This impacts demand gen, messaging, content, enablement, product
- 31. TOFU Why Change MOFU Why Now BOFU Why Us 2. Map content to each stage of the journey
- 32. Align on sales stages, methodology, metrics
- 33. 3. Define SaaS Success Align on: • Definitions • Sales Stages • Waterfall • Pipeline & Revenue contribution • Attribution • Gross & Net Churn • Data and reports • KPIs Align on Metrics and KPIs
- 34. Align on revenue as #1 metric Leads Deals $ ¥ € £ $ ¥ $ ¥ € £$ ¥
- 35. Focus on NET bookings to drive behavior New Logos Churn $ ¥ € £ $ ¥ $ ¥ € £$ ¥ Consider assigning AEs a “book of business” Upsell X-Sell
- 36. CROs drive Sales and Customer Success.
- 37. 4. Plan Together
- 38. Key Plan Elements • Waterfall model - shared targets for MQLs, SQOs, pipeline, revenue • Marketing commitments for demand generation • Calendar of events, campaigns • Not just inbound - outbound SDR campaigns • Messaging, Content, Experiences • Enablement Delivering a better buyer experience
- 39. Account Based Marketing is a misnomer.
- 40. Account Based Marketing is a misnomer. It’s Account Based Engagement.
- 41. Preparing for Account Based Engagement Sales skills - account planning Messaging & content for each ICP, persona Data Technology Process Sales & Marketing Alignment Enablement
- 42. 5. Enable the Revenue Team
- 43. Are your technology investments helping your sellers? Content Management to store files CRM to collect data for reporting Marketing automation for scalability Sales Enablement is for the seller
- 44. Enablement is not once and done Onboarding Launches Messaging, Presentations Sales Kickoffs
- 45. Train Deliver engaging onboarding & training to help your reps succeed Assess Monitor your team’s retention to identify & address weak spots Practice Build confidence through recorded practice, role- plays & peer review Coach Use rich analytics & recordings so managers can coach more effectively Training & Coaching Empower your managers. Scale your team. Delight your sellers.
- 46. Source: National Training Laboratories, Bethel Maine Lecture 90% 75% 50% 30% 20% 10%5% Reading Audio Visual Demonstration Discussion Practice Doing Teach Others How do you drive information retention?
- 47. Centralize Manage on-brand, current, compliant sales content at scale Discover AI-driven search & recommendations to make relevant assets easier to find Personalize Engaging guided selling experiences tailored to each buyer Optimize Buyer & seller content usage insights, data- driven content investments Content Find, personalize and present the most relevant content in the right situation
- 48. What is your Platform for Enablement? alAdministration Engagement Content Solutions Training & Coaching Data AI GlobalAdministration Integrations
- 50. 6 Strategies for CRO-CMO Alignment Align on ICP, Persona Priorities Define & Measure success Enable the Revenue Team Measure Iterate Improve To Grow Revenue and Retention Plan Together (ABE) Map content & messaging to the buyer journey
- 51. Alignment starts at the top
- 52. Win with a better buyer experience
- 53. eBook: 7 Steps to Building a Winning Sales Enablement Program www.showpad.com/reports