The Recipe for Successful Sales and Marketing Integration
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Transcript of The Recipe for Successful Sales and Marketing Integration
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The Recipe for Successful SALES & MARKETING Integration
Learn how marketing and sales can work together to create a powerful system that consistently gets qualified leads through your sales process.
PRESENTERS: MICHAEL REYNOLDS / BRIAN KAVICKY
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Michael ReynoldsAbout Michael: • President / CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net
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Agenda
Today we’ll cover: !• Marketing’s role in business development • Qualifying inbound leads • Marketing database / CRM integration • Following up on inbound leads • Continuous feedback and optimization
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Sales & MarketingSales and marketing are not the same thing. They are two distinct roles and systems.
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Goal of SalesTo help prospects make good decisions.
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Lead GenerationFrequently misunderstood. Don’t put the entire burden on your sales people.
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Sales Scalability
Problems with old methods: !• Prospects don’t respond as well • Difficult to scale • Not a targeted approach • Leads dry up • Causes burnout
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Inbound MarketingA modern marketing system makes use of teaching through relevant content, such as blogs, long-form content, social media, video, and other tools.
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Inbound Marketing StatsFrom HubSpot: !• Companies that blog get 55% more website visitors
than those who do not • Inbound marketing delivers 54% more leads into the
marketing funnel than traditional outbound leads • B2B Companies that blog generate 67% more leads
per month than those who do not • 48% increase in inbound marketing budgets in 2013 • Outbound budgets decline to 23% of spend
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Role of MarketingThe job of your marketing department is to create awareness, GENERATE NEW LEADS, and nurture/filter those leads toward the sales team.
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Lead ScoringLead scoring is a way to learn the level of interest of your leads over time and react accordingly.
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Lead ScoringTimelines can help you determine the interest level of a lead.
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Qualifying Leads
Criteria for scoring leads: !• Job title • Industry • Type of activity • Level of interest • Custom criteria
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CRM IntegrationA good sales & marketing system integrates marketing database and CRM together.
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Marketing/Sales HandoffTight integration occurs when your marketing system is effectively scoring and filtering leads and your sales team is taking them through a process.
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Segmentation = Efficiency
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Flow MQL List into CRM
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Start to Qualify for Sales
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Following UpThe old rules of sales followup don’t work. You need to take an inbound approach.
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Use a Sales Process
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Culture of IntegrationIntegration between marketing and sales is not just a technical issue... it’s part of your culture and process.
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Collaboration Process
How to work together: !• Weekly meetings between sales/marketing • Review feedback from prospects/clients • Review marketing tools/content available • Optimize and course-correct • Create content from data and experiences