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The Art of the Hand-Off
The Art of the Handoff Webinar
Today’s Presenters




 Anneke Seley            Atri Chatterjee
Founder, Phone Works     CMO, Act-On Software
 Coauthor, Sales 2.0
The Art of the Handoff Webinar
“….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
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
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
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
Phone Works Marketing/Sales 2.0 Framework


Engage/Nurture: Marketing
Educate/Qualify: Sales Development
Sell New: Sales
Manage Adoption: Customer Success
Sell Renewal/Add-on: Sales
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
In Action: Act-On
Act-On Situational Analysis


• Small company
• Fastest growing marketing automation
  company
• Efficiency and speed are core company
  competitive advantages
• Budget follows growth
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
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
Sales and Marketing Strategy


• Alignment

• Efficient cost of
  sales

• Increased
  leverage
Process


• Need for a process with agreed
  upon definitions

• Minimum friction between transition
  points

• Flexibility for modification

• Easily transferrable
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
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
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
Next Steps
Getting Started


1. Draft a strategy
2. Start the dialogue within your organization
3. Start small – don’t get overwhelmed
4. Measure and refine
Need Help?



Reality Check
Reality Review




Sign up for a demo
www.actonsoftware.com
Contact Us




 Anneke Seley                     Atri Chatterjee
aseley@phoneworks.com              CMO, Act-On Software
 Twitter: @annekeseley            atri@actonsoftware.com
        #sales20
Blog: sales20book.com
 LinkedIn: annekeseley

    (510) 749 9073

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The Art of the Handoff Webinar

  • 1. The Art of the Hand-Off
  • 3. Today’s Presenters Anneke Seley Atri Chatterjee Founder, Phone Works CMO, Act-On Software Coauthor, Sales 2.0
  • 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
  • 9. Phone Works Marketing/Sales 2.0 Framework Engage/Nurture: Marketing Educate/Qualify: Sales Development Sell New: Sales Manage Adoption: Customer Success Sell Renewal/Add-on: Sales
  • 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
  • 21. Getting Started 1. Draft a strategy 2. Start the dialogue within your organization 3. Start small – don’t get overwhelmed 4. Measure and refine
  • 22. Need Help? Reality Check Reality Review Sign up for a demo www.actonsoftware.com
  • 23. Contact Us Anneke Seley Atri Chatterjee aseley@phoneworks.com CMO, Act-On Software Twitter: @annekeseley atri@actonsoftware.com #sales20 Blog: sales20book.com LinkedIn: annekeseley (510) 749 9073