Post on 22-Jan-2018
Driving Growth by Aligning Marketing
Operations & Technology with
SalesZak Pines VP, Marketing
Luque WangSr. Manager, Marketing
Operations
Agenda● Marketing Ops Challenges● How Bit Stew Systems Addressed ● 5 Tips: Aligning Marketing Ops w/ Sales● 5 Tips: Aligning Sales & Marketing Systems● Q&A and Discussion
Challenges of Sales & Marketing OpsDifficult to aggregate
& align data
Marketing metrics from many sources
Not connected to sales outcomes
No real time visibility
Sales & Marketing Misalignment
Sales Marketing
source: http://www.heinzmarketing.com/wp-content/uploads/2016/09/misalignment-of-the-rails.jpg
Bit Stew’s Ops Objectives▪Scale lead gen & management
▪Provide actionable insights to sales & marketing
▪ Improve marketing operational efficiency
▪Reduce human error from manual work
▪Setup measurable metrics
▪Enable SMarketing integration
7 Steps to Address This1. Audit systems & identify operational challenges
2. Understand the data flow & its limitations
3. Re-map business processes, including hidden processes!
4. Develop the desired new data flow
5. Reduce system redundancies
6. Implement changes
7. Enable integrated reporting and analytics
Bit Stew’s Integrated SMarketing Ops
Create opportunities from SQCs
Nurture contact into MQC {Main Goals
Identify & Qualify SQCs from MQCs {
Individual Contacts
Marketing Qualified Contacts (MQCs)
Sales Qualified Contacts (SQCs)
Pipeline Opportunities
Closed Deals
Target Amount
{
{Close Deals
}}
Marketing
Sales
SMarketing works best with a closed-loop funnel reporting by tracking the success with particular prospects from the marketing stage through sales efforts.
•Integrated business goals & approaches
Common terminologies & KPIs
Measurable targets
Mutual accountability
Bit Stew’s KPIs by Revenue Team Groups
▪ Capture contacts
▪ Segment contacts
▪ Nurture & Score contacts
▪ Re-segment contacts
▪ Identify Marketing Qualified Contacts (MQCs)
▪ Calls / emails / voice messages
▪ Qualify / Disqualify contacts
▪ Schedule meetings
▪ Collect additional insights
▪ Build & nurture Relationship
▪ Identify Sales Qualified Contacts (SQCs)
▪ SQCs are assigned to each sales
▪ Sales follow up each SQC
▪ Create potentials
▪ Close deals
Marketing – Air Cover Inside Sales – Personal Touch Sales – Pipeline Growth
Everything is Connected to Everything ElseTracking, Analyzing & Reporting Sync with SalesMarketing Activities
SEO
Online Ads
Events
Social Media Emails
Blogs
Videos
Gated contents Forms
Landing pages Web analysis
Campaign analysis
Tracking
Reporting
System Update (Marketing Automation & CRM)
Campaign and Strategy Update
Inside Sales Operations
Build contact profile
Segment contact List
Direct Sales Operations
Data Mapping across Systems
Marketing Hub SMarketing Integration Platform
Sales Hub
Company Company Account
Contact Contact Lead/Contact
Deal Opportunity Potential
Engagement Activity Task
Owner Owner User
Best Practices for aligning mktg ops#1 - CRM system as home for business performance reports
#2 - Marketing automation aggregate marketing data from various sources & feed consistent data to CRM
#3 - Leverage sales & marketing middleware to keep data in sync & aligned
#4 - Key to success: Sync opportunity data back to marketing systems
#5 - Use Marketing automation system as a day-to-day marketing optimization tool
Aligning sales & marketing systems#1 - Sync data in both directions to ensure complete & consistent data
#2 - Immediately deliver marketing qualified leads to sales
#3 - Provide sales visibility to key marketing data in CRM
#4 - Ensure marketing has up-to-date CRM data for targeting
#5 - Sync opportunity data from CRM to marketing for closed loop reporting
What is your preferred next step?▪ I have a specific integration I’d like to get started
▪ Discuss improving sales & marketing systems alignment
▪ Demo Bedrock Data for improving sales & marketing systems alignment
▪ Share this with others at my company
▪ No next steps
MarTech Terms Infographic• Unique Terminology of SaaS Systems• “Lead” or “Person” or “Prospect” or “Contact”?• “Opportunity” or “Deal” or “Potential”?
Check It Out:• www.BedrockData.com/Blog• Pinned Tweet @BedrockData
Q&A and Discussion
Zak Pines
@MoneyballMktrzak@BedrockData.com
www.MoneyballMarketer.com