Driving Growth by Aligning Marketing Operations & Technology with Sales

WebinarWed, June 28

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

Align Systems to Fuel Sales & Marketing

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

Aligned Tech Stacks to Drive SMarketingCapture Data Aggregate Data Report Data

Marketing Data

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”?

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Q&A and Discussion

Zak Pines

@MoneyballMktrzak@BedrockData.com

www.MoneyballMarketer.com