Best Practices for Achieving World Class Marketing and Sales Integration, Effectiveness. Copyright 2013 OppSource, Inc. All Rights Reserved

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Agenda

Time Module Purpose

8:30am – 8:45am Introductions Roles, responsibilities, expectations for outcomes

8:45am – 9:15am Overview – Catalysts for Workshop

Understanding the causes and

consequences of misalignment, poor integration between Sales & Marketing 9:15am – 10:15am Module 1: Developing the Sales

& Marketing Alignment Strategy Roadmap

Best practices for how to approach, & engage Sales

10:15am – 10:30am Personal Relief Break

10:30am – 11:45am Module 2: Operationalizing the Alignment Strategies

Best practices for how to measurably align Sales & Marketing to drive

profitable revenue growth

11:45am – 12:00pm Review, Closing Translate personal learnings into key takeaways, answer outstanding

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Workshop Overview

• Senior marketing executives

experiencing these

challenges:

Marketing is perceived as a cost center, not profit center

Declining voice, influence within organization

Lack of visibility into what happens to leads once given to Sales

Sales perception of marketing generated leads is poor

Difficulty demonstrating ROMI Low or declining conversion rates throughout demand waterfall

Being asked to shift from quantity to pipeline impact - ―take a number‖

• Key Takeaways

Alignment strategy roadmap that includes common language, goals & objectives, priorities, resource allocation

Best practice approach to

mapping, optimizing lead lifecycle Template for defining

requirements for various lead levels

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The Consumerization of the Workplace

Source: Google/Compete Tech B2B Customer Study, U.S. Sept 2012. (Sample of N=1231 Tech B2B customers who research or shop for Tech products for their

93%

Use the internet

Companies don’t buy, people do—and those purchasers use the

Internet more than any other source to research business

purchases...

59%

Consult colleagues, friends, and family

38%

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This shift creates “moments-of-truth” for

engagement…

5 First Moment of Truth Second Moment of Truth Marketing Stimulus

“If you’re available at the Zero Moment of Truth, your customers will find you at the very moment they’re thinking about buying, and also when they’re thinking

about thinking about buying.”

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And this disconnect shows…

22%

Average sales cycle is longer than a decade ago

52%

Longer ramp time to full productivity for new reps

compared to 7.9 (best-in-class 5.2 months)

< 9%

Sales opportunities will close as forecasted

> 90%

Marketing generated leads will never close

71%

% of salesperson’s time spent on NON-SELLING

activities

30+

Hours per month searching for information, developing

customer-facing content

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Top 7 Best Practices for Marketing & Sales

Integration for Revenue Growth

Alignment Strategy

Roadmap

1. Get alignment

2. Get an investment

portfolio

3. Get a common language

Operationalizing the

Strategies

4. Get there faster

5. Get Sales what they

need to sell

6. Get accountability

(SLAs)

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#1 - Get Aligned. MarketPursuit™ Framework

Setting Priorities for Marketing & Sales Resource Allocation

Tier Audience % of Rev Leveraging Knowledge Universe Size

Outreach Goal Messaging Marketing Intensity

T1 Must-Win Accounts

TBD You + XYZ Company = Competitive Differentiation

10 Deeper, Wider; Share of Wallet

Account specific message based on acct & industry intelligence

Competitive intelligence, Exec sponsorship, thought

leadership, account-based field and channel enablement T2 Named

Accounts (Lit-Up)

TBD What we know about you through our current

relationship History

1148 Expand Market Share

Account specific message based upon previous purchase, response behavior

Targeted cross-sell, up-sell demand generation

campaigns in a box, field and channel sales enablement

T3 Named Accounts (Dark Existing)

TBD How We’ve Helped Your Peers

(companies just like you) 706 Engage, Help Audience Relate with Others Previous customer relationship

information for win-back, reconstitution efforts

account-based MOI

marketing, field and channel sales enablement

T4 Named Accounts (Dark New Logos)

TBD How We’ve Helped Your Peers

(companies just like you)

233 Identify, Attract, Qualify

Industry or segment specific messaging – success story look alike messaging

account-based MOI

marketing, field and channel sales enablement T5 Total Addressable Market TBD Industry, Vertical Segment TAM Universe TBD Identify, Attract, Qualify Industry, vertical thought leadership messaging

Influencers & Thought leadership, PPC & CPL

programs, contact-based MOI marketing

T6 Universal Marketplace

TBD Unwashed Masses Unknown Brand Awareness, Filter, Disqualify

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Brainstorm #1:

Devise a Strategy to Engage, Align with Sales

• What are the potential risks?

• What are the upsides?

• What are the unique

challenges you will need to

address for your company to

make this happen?

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SQL-Closed/Won SAL-SQO MQL-SAL Inquiry-MQL

Suspect-Inquiry (acquired lists) Suspect-Inquiry (existing database)

Suspect— A contact at a company that fits

the TAM (Total Addressable Market) profile

Inquiry — The number of raw responses, or

―hand raisers,‖ generated by the Marketing function

MQL — Marketing Qualified Lead, a lead

deemed by the Marketing function to be worthy of handoff to Sales based on implicit and explicit lead scores

SAL — Sales Accepted Lead, a lead

qualified by Marketing and agreed to be worked by Sales within a specific timeframe

SQO — Sales Qualified Opportunity, a lead

that Sales has determined is an Opportunity and is now part of the organization’s pipeline

Closed/Won – The tipping point from

prospect to paying customer. Leads to additional Cross-Sell, Upsell,

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#3 - Get an Investment Portfolio

Market TAM Suspects 9,214,909 676,230 Inquiry 0.50% 46,075 1.00% 6,762 MQL 4.40% 2,027 14.00% 947 SAL 65.50% 1,328 75.00% 710 SQL 56.40% 749 56.40% 400 Closed/Won 23.10% 173 36.00% 144 ROMI $50,000 $8,650,000 $60,000 $8,650,009.57 Quantity Understanding the "Physics Problem" - Demand Waterfall Analysis

←Client Actuals & Revenue Target

FY2014

US Optimized

Revenue Cycle - Benchmark Category Conversion % Quantity

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Triage Account Optimization Moment of Interest Engagement 1:1 Reach out R Add Economic Buyer Technical Process Business Line Exec TAM Concierge, Discover, Qualify Next Steps Nurture Lead Set Future Callback Disqualify (no ﬁt) Set MQL Pass to Sales Response/ Interest (inquiry) Manual Input Manual Input In-Person Events Webinars Outbound Emails Newsletter Registrations Landing Page Registrations 1-800 inbound

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“Secret Shop” Your Organization – Life of a Lead

#1: Go Undercover—See what the

prospect really goes through

 Did you get timely human attention?

 Was your interest acknowledged

(i.e., did the next conversation/item

you were sent build on the

previous)?

 Were you put into a nurturing

queue?

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Brainstorm #2: Devise an Approach to Assess Lead

Management Processes (Secret Shopping)

• What are the potential risks?

• What are the upsides?

• What are the unique

challenges you will need to

address for your company to

make this happen?

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Brainstorm #3: Devise a Strategy to Establish

Universal Lead Definition

Review the ULD handout and

discuss:

• What are the potential risks?

• What are the upsides?

• What are the unique

challenges you will need to

address for your company to

make this happen?

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#6 - Get Accountability (2-Way SLAs)

#, level of leads required to hit company revenue goals

#, level of leads each sales rep needs to make quota

Will Sales do any prospecting? What % of sales opportunities will Marketing originate, source? What % of sales opportunities will Marketing influence?

Speed and depth of lead follow-up that makes sense

How many call/email attempts should Sales make for every lead of a certain quality to not waste leads?

With X leads and Y hours / month, how many follow-up

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Brainstorm #4:

Devise a Strategy to Establish 2-Way SLAs

Review the SLA handout and

discuss:

• What are the potential risks?

• What are the upsides?

• What are the unique

challenges you will need to

address for your company to

make this happen?

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#7b – Get Visibility (Huddle & Optimize Consistently)

• Topics for discussion:

 Review of leads to obtain feedback on the quality of each lead

 Identify which leads have converted into sales opportunities in the pipeline  Share success stories

 Review leads submitted by Sales for recycling

• Solicit feedback from Sales

 Are you satisfied with the quality of leads that have been generated?  Are you receiving enough information along with the leads to drive the

opportunity forward?

 How much time passes after receiving the lead before follow-up begins?  Which leads have turned into customers? Is there anything unique about

those leads?

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In Closing…

• We’ve talked about:

Getting Alignment

Getting an Investment Portfolio Getting a Common Language Getting There Faster

Getting Sales What They Need to Sell Getting Accountability

Getting Visibility

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We’ve provided best practices & templates for:

Customer-centric MarketPursuit framework

Common Language & Universal Lead Definition (BANTFO Matrix) Secret Shopping – Lead Management Assessment

2-Way SLAs

Closing the Feedback Loop

• But really, what are YOUR key takeaways from today’s

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