Best Frenemies: Aligning Your Sales & Marketing Strategies for Maximum Results

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Aligning Your Sales & Marketing Strategies
Best Frenemies
for Maximum Results

Angela Leavitt, Mojo Marketing
Founder & CEO
• 20 years of sales & marketing
• 200+ telecom, IT and cloud services companies
• Speaker at Channel Partners, ITExpo, Women in
the Channel, CompTel, MSPWorld

We are the first and only full-service
marketingfirm specialized exclusively in the
telecom,IT, and cloud services industries.
Who is Mojo?

Some of our past and present 200+ customersWho’s working theirMojo?

Housekeeping
Q&A at the end
Tweet?
Tag @MojoMktg, #itexpo
Want the slides? Great!
Email me at angela@gimmemojo.com

Can you relate to this?
SALES MARKETING

The Bad News:
Misalignment is Costly
• decreased sales productivity + wastedmarketing efforts dueto misalignment = $1 trillion a
year
• 79%of leads neverconvert to sales
• Of the leads that get passed to salespeople, 73% arenever contacted.
Reference:https://blog.hubspot.com/sales/sales-marketing-alignment-increases-revenue-infographic

The Good News:
Organizationswith good alignment...
• achieve 27% faster three-year profit growth
• close 38% more deals
• achieved 208% higher revenue
Reference:https://blog.hubspot.com/sales/sales-marketing-alignment-increases-revenue-infographic

Sales & Marketing Have Changed
becausebuyerbehaviorhaschanged
TheOld Way TheNew Way

• Strategy
• Buyer personas
• Definitions
• Processes
• Tools
• Data
• Wins
• Losses
• Regular meetings
• Mutual
shadowing
• Celebrate wins
Set commongoals Execute yourplans Analyze&measure Communicate
Four Steps to Sales & Marketing
AlignmentSuccess

Strategy & plan done together
Agree on ideal buyer personas
– Who are you targeting…exactly?!
Agree on basic definitions
– MQL (marketing qualified lead)
– SQL (sales qualified lead)
– Other KPIs
1 SetCommon Goals

Sales plan <> Marketing plan
Marketing plan:
– Build brand recognition & reputation
– More leads
– Better leads
– Nurturing program
Sales plan:
– Increase close ratio
– Reduce time to close
1 SetCommon Goals

Processes:
– Automation
– Nurturing
– Marketing  sales handoff
– Sales  marketing handoff
Tools:
– Content (case studies, lead bait, etc.)
– CRM
– Email marketing
– Marketing Automation
2 ExecuteYour Plan

Marketing automation software
• Hubspot, Marketo, Pardot, Hatchbuck
• Incredible insights in behaviors
• Time intensive up front, saves hours later
• NURTURE CAMPAIGNS OMG!!!!
Other tools
• Zapier
• Calendar tools
“Wow, this is working while I sleep!”
2 Execute Your Plan: Automation

80% of marketing
automation users saw an
increase in leads
Reference: https://www.socialmediatoday.com/news/21-marketing-automation-stats-that-
will-make-you-rethink-your-marketing-str/539578/
80%

Example:
Web form
Email: Link
to survey
Email: Link
to calendar
Appt set

Sales > Marketing
– Common objections / questions
– Lost deal reasons
– Effective lead sources
– Changes to ideal customer profiles / new
personas
– Quality of leads feedback
3 Measure &Analyze

Marketing > Sales
– Asset library
– New content
– Suggestions for social posts
– Tool training / tips
– Campaign data
3 Measure &Analyze

Regular meetings
– What’s working? Why?
– What’s not working? Why?
– Anything we’re missing?
Mutual shadowing
Celebrate wins
4 CommunicateConsistently

SALES MARKETING

Wanna make this easy?
Marketing Plan & Budget Template
• Metrics tracking
• Persona worksheet
• Lead gen campaign planner
• Social planner
• Email planner
• https://gimmemojo.com/telecom-
marketing-plan-budget-template/

References
• https://www.oktopost.com/blog/sales-and-marketing-work-together-to-improve-the-companys-bottom-line/
• https://www.slideshare.net/LImarketingsolutions/how-linkedin-platform-boosts-the-power-of-sales-marketing-alignment-infographic?qid=30a45110-650d-
41fc-93c6-07daa063e13f&v=&b=&from_search=5
• https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2018/how-linkedin-cracks-the-sales-marketing-alignment-dilemma--infog
• https://blog.hubspot.com/sales/sales-marketing-alignment-increases-revenue-infographic
• https://business.linkedin.com/marketing-solutions/blog/best-practices--content-marketing/2018/how-closer-alignment-with-sales-can-secure-a-bigger-
marketing-bu
• https://business.linkedin.com/marketing-solutions/blog/sales-and-marketing/2018/target-audience-key-to-sales-marketing-alignment
• https://business.linkedin.com/marketing-solutions/blog/sales-and-marketing/2018/introducing-the-art-of-winning-marketing-and-sales-orchestration-ebook
• https://smartsellingtools.com/b2bmx-recap-what-every-b2b-marketer-should-focus-on-in-2018/

Questions?
Want these slides?
Send feedback to angela@gimmemojo.com

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