The Art of the Hand-Off, featured Phone Works founder Anneke Seley and Act-On Software CMO Atri Chatterjee as presenters.
This webinar focused on the handoff of leads between marketing and sales, using a simple formula: “Strategy + Process + People + Technology = Increased revenue results and decreased cost.”
5. “….organizations that have tightly
integrated marketing and sales around the
shared task of demand creation close
between two and seven times the number of
deals of those that do not.”
Sirius Decisions
6. Marketing/Sales Alignment
Strategy Process People Technology
Alignment & Measurable Open Enabling tools
Resource Predictable Team-oriented,
Allocation Customer-centric Relationship-
focused
Increased Revenue Results / Decreased Cost
7. Best-Performing Companies’
Sales & Marketing Practices
Common goals/compensation
Significant marketing investment
Work together to engage/nurture prospects
Personalized, relevant messages by buyer type
Lead nurturing (automated & flexible)
Metrics and process-driven, ROI tracked
Dedicated functional groups through customer acquisition cycle
Measure marketing’s impact on revenue
8. Best-Performing Companies Sales and Marketing
Agree On:
Investment per Rep & Budget Allocation
Consistent Messaging
Target prospect & “Qualified Lead” definition
Lead Scoring
Roles and Responsibilities
Lead response time, data captured (“SLA”)
When Marketing hands-off to Sales
When Sales hands-back to Marketing
Using social media to go where customers are
10. POLL – Do you have….
1. Clear roles for marketing & sales
2. Sales Dev Inside sales team for lead qualification
3. Consistent messaging from Marketing to Sales
4. Clear processes for lead follow-up and handoff
5. Feedback on leads from sales to marketing
6. Tracking & reporting of key sales & marketing data
7. Regular review of the scoring/rating criteria
12. Act-On Situational Analysis
• Small company
• Fastest growing marketing automation
company
• Efficiency and speed are core company
competitive advantages
• Budget follows growth
13. Parameters for Success
Strategy Process People Technology
Alignment & Measurable Open Enabling tools
Resource Predictable Team-oriented,
Allocation Customer-centric Relationship-
focused
Increased Revenue Results / Decreased Cost
14. Company Strategy
• Focused on providing
integrated marketing
solution that fits into
existing environments
• Target market: midmarket
and departmental use in
enterprise
• Product design
emphasizes user
experience, speed of
deployment and flexibility
15. Sales and Marketing Strategy
• Alignment
• Efficient cost of
sales
• Increased
leverage
16. Process
• Need for a process with agreed
upon definitions
• Minimum friction between transition
points
• Flexibility for modification
• Easily transferrable
17. Process: The Funnel
Word of
mouth
• Top of funnel:
Marketing
Marketing
• Middle of funnel:
SDR qualification
Raw leads
SDR
• Bottom of funnel: Qualified leads
Sales team
Sales
prospects Sales
18. People
• Hiring
– Proven track record
– Intelligence and ambition
– Cultural fit
– Compensation
• Consistent training
– Playbook
– Messaging templates
• Continuous development
– Best practice sharing
– Frequent and clear communication
– Career path
19. Technology
• Single database of record =
CRM
• Marketing automation
integrates with key
technologies needed for sales
and marketing (webinars,
external data sources,
analytics, social media)
• Emphasis on using our own
technology to understand
customer experience