Why Sales NEEDS Marketing to Make Quota

REALITY CHECK: Why Sales NEEDS

Marketing to Make Quota

Anne Marsden Principal, Marsden & Associates

Thursday, June 19th at 3:00 PM

Sales and Marketing Need to Play Together

www.MarsdenAssociates.com

Image Source: LSP Consulting

How Sales Feels


How Marketing Feels


…and buyers are changing



Image Source: Marketo

Unprecedented Changes in Buying Behavior

So, now what?


Step 1: Get Found



Image Source: Business2Community

Thought leadership (speeches, presentations, OpEds), Videos, Infographics , Industry data/

research, Surveys, Lists, Articles, Quizzes, Blog posts

White papers, Data sheets, Analyst reports, ROI calculators, Webinars, Newsletters, Demos, Buying guides,

Case studies, eBooks

Sales Presentations, Testimonials Pricing guides In-‐person events

SALES Ready to Buy

Preparing RFP & Making Short List

Identify Problem. Research & Create

Internal Business Case

Step 2: Right Info -‐ Right People -‐ Right Time •  B2B buyers are often more than halfway to a buying decision before talking to sales


MARKETING

Step 3: Speak a common language


Image Source: Fun-‐damentals.com

Who is a “Lead”?

•  A person who downloaded something is not a lead.

•  A tradeshow visitor is not a lead.

•  A demo participant is not a lead. …but someone who does all three might be a lead.


Step 4: Marketing Automation

Source: Forrester www.MarsdenAssociates.com

Image Source: Forrester

Step 4: Marketing Automation (Continued)

Source: Marketo www.MarsdenAssociates.com


MA: Hot But With a Long Way to Go


Step 4: ROI of Marketing Automation. The Big BUT….

Source: Sirius Decisions www.MarsdenAssociates.com

Image Source: SiriusDecisions

Step 5: Lead Scoring -‐ “Google Maps” for Sales and Marketing


Step 6: Lead Nurturing

Source: Marketo www.MarsdenAssociates.com



Step 7: Close the Loop

Image Source: Marketstar

Step 8: Predictive SLA’s


Hubspot Signals -‐ Free template: Calculate Your Service Level Agreement

30% of sales effort still spent on just 2% of revenue

Sales Needs Marketing


1.  Get good at digital.

2.  Right info, right channels, right time.

3.  Automate:

•  Lead Nurture •  Lead Scoring

4.  Communicate / Sales input.


Marketing’s New Mandate

Marketing Needs Sales


•  Close the Loop •  Communicate and Educate •  Be Brave


Close the Loop Communicate & Educate

Be Brave

Sales & Marketing: Jointly Driving Success

Marketing – “Help me, help you”

Sales – “Show me the money”

•  Get out in front of prospects: Digital and live with targeted content

•  Give input on buyer personas, customer pain points, real life experiences

•  Gather intelligence on prospect interests (Marketing Automation & Google Analytics)

•  Provide customer insights. How they buy, Testimonials, case studies (creating content for marketing)

•  Lead score and lead nurture •  Lead scoring feedback (not all leads are created equal)

•  Communicate! (Promotions, initiatives, changes, etc.)

•  Close the loop

•  SLA’s •  SLA’s


MARSDEN+ a s s o c i a t e s

Based in Atlanta, GA, Marsden & Associates is a full service marketing and business

development firm that brings together the best in marketing strategy, lead

generation and integrated campaigns. For over 10 years, Marsden & Associates has

been working with B2B clients to drive revenue and market share gains while

improving the ROI of their marketing and sales programs.

Visit Our Website: www.MarsdenAssociates.com/

Send us a Message: [email protected]

Give Us a Call: (678) 369-‐0019

Connect With Us: @MarsdenAssoc , @AnneMarsden



Sources 1.  Crandell, Christine. “Sales and Marketing Alignment Begins with the Customer.” Forbes, 2013. 2.  Ernst, Jeff, David M. Cooperstein, and Matthew Dernoga, B2B Sales And Marketing Alignment

Starts With The Customer, Forrester Research (2011). 3.  Hollar, Katie. “30 Shocking Marketing Automation Stats for 2014.” Capterra, 2014. 4.  Kantrowitz, Alex. “Only 16% of B2B Companies Use Marketing Automation: Study.” Ad Age,

2014. 5.  Vaughan, Pamela. “30 Thought-‐Provoking Lead Nurturing Stats You Can’t Ignore.” HubSpot,

2012. 6.  York, Joel. The New Breed of B2B Buyer, (2013). 7.  Calculating the Return on Marketing Automation, SiriusDecisions, (2009). 8.  Make It All About the Benjamins: How to Build a Successful Business Case for Marketing

Automation, Nelone, (2011). 9.  Sales and Marketing Alignment: A Primer on Successful Collaboration, Aberdeen Group, (2014). 10.  The Definitive Guide to Lead Generation, Marketo, (2014). 11.  The Definitive Guide to Marketing Metrics and Marketing Analytics, Marketo, (2011). 12.  The Demand Gen Pro’s Cookbook, Eloqua, (2014). 13.  Sales and Marketing Alignment: A Primer on Successful Collaboration, Aberdeen Group, (2014). 14.  Your Move: Leading Prospects from Content to Sales, IDG Enterprise, (2013). 15.  “Demand Generation”, www.marketstar.com 16.  http://www.getsignals.com/calculate-‐service-‐level-‐agreement-‐template

Why Sales NEEDS Marketing to Make Quota

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