This document discusses aligning sales and marketing teams at the right point in the customer funnel. It notes that businesses with tight sales and marketing alignment are more effective at closing deals, retaining customers, and driving revenue. It advocates adopting an account-based approach where marketing and sales plan as a team to engage entire buying teams at target accounts, not just individuals. This involves understanding the account structure, having a shared strategy and metrics, and coordinating activities across functions.

1. Gimme The Leads
AligningSalesandMarketingattherightpointofthefunnel

2. Twitter:
@kristenhaba
Linkedin: Kristen
Habacht
WHO AM I

3. Survey

4. We need more leads!
We need better leads!
We need better conversions!
PROBLEM

5. More Traffic
More MQLs
NEW MINDSET
Success=/

6. Engagement
MQA
Progression
Pipeline
Traffic
Leads
MQLs
Conversion
GOOD GREAT
Person Account

7. Businesses with tight sales and
marketing alignment are 67% more effective
at closing deals, 58% more effective at
retaining customers, and drive 208% more
revenue as a result of their marketing efforts.
LINKEDIN

8. Account-Based Marketing
Everything

9. It recognizes that successful B2B
marketing & sales is all about
speaking to a collective business or
department, not to just to individuals

10. Whatdoesthat
buyingteamlooklike
Key Questions
Whatdoesyour
sales/marketingteam
looklike
Whatisyoursales
motion

11. Customers buy as a team

12. MQL MODEL ACCOUNT MODEL
Allcontactsinaccountw/engagement
Deliver1Contact

13. BuyingTeam
C- level VP Mangaer Director
Intern
Account1
Account2
Account3
Engaged Persona Un-engaged Persona
Missing contact
or consent
Wrong Persona
Coverage
75%
50%
25%

14. You should plan as a team
Marketing
AE SDR/BDR
Channel CSM
ACCOUNT

15. Coverage
Reach
Awareness
MQA
Pipeline
MQL
SQL Conversion
Pipeline
GOOD METRICS GREAT METRICS

16. Lookat
historicaland
findwhatis
missing
Howfardoes
anyoneone
groupownthe
pipeline
Roadmap
together
Whats the sales and
marketing strategy
for an account, a
cohort, a vertical
SetGoals
Together
Have KPI, OKRs, etc
shared across teams
How to measure

17. Questions?
@kristenhaba