3 ways to align sales and marketing efforts from suspect to close

1. #Smarketing?
Aligning sales and marketing

2. ALIGNMENT
1. HANDOVER POINTS – From lead to customer
2. CONTENT – For the entire buyer’s journey
3. ANALYTICS – The causes of conversion

3. Definitions
Lead: “A company or person that might be interested in
your products and services”
Marketing Qualified Lead (MQL): “A lead judged more
likely to become a customer compared to other leads,
often based on lead intelligence”
Sales Qualified Lead (SQL): “The decision from sales,
after a series of interactions, that an opportunity with a
$ value and a time frame exists”

4. Effective handovers?

5. How do we
define MQL?
How should
sales follow up?
We don’t have
an SQL process...
What about
handing back to
marketing?

6. ACTION POINTS
Start today
1. Define: what constitutes an MQL for your
organization?
2. Define: what constitutes an SQL for your
organization?
3. Decide: when can sales hand back a lead to
marketing?

7. Automate

9. CONTENT

10. CONTENT AND CONTEXT
Early Funnel – Creating interest
Short videos; E-books; White papers; Blog posts and
Articles, Awards
Mid Funnel – Differentiation
Presentations (Prezi, Slide Share); Value propositions;
Unique Selling Points; Product and Service offerings
Late Funnel – Confirmation
References; RoI Calculations; Proposal templates; Price
lists etc

11. ACTION POINTS
Start today
1. Ask: Sales to document the content they need for
their milestones in the sales process
2. Prioritize: Rank in order of importance
3. Produce: the collateral on the list

12. Ponder time
1. Are you targeting the right customers?
2. Are you staying away from bad fits?
3. Do you have the data to do this?

13. Makes sense?

14. ACTION POINTS - RECAP
• Define: What constitutes an MQL and SQL?
• Decide: When can sales hand back leads to
marketing?
• Implement: A process for continuous handovers
between sales and marketing
• Ask: Sales to document the content they need for the
milestones in your sales process
• Conduct: A win/loss analysis. Align sales and
marketing around corrective actions

15. Fredrik Jonsson
Chief Content Officer
email
fredrik@membrain.com
twitter
@fredrikmembrain
website
www.membrain.com
+46 (0) 768-35 12 93