2. Today’s Conversation
• Outline the Lionbridge Marketing and Sales journey towards
alignment
• Four focus areas:
1. Account Seg and Strategic Planning
2. Revenue Commitments & Demand Gen
3. Message Management
3. Our Global
Reach
• Market leader in language, global
digital and technical writing services
• 6,000+ Employees
• 50 offices in 27 countries
• $560 million annual revenue (2015)
• Clients across 10 industries
• Over 800 brands served
• 64 of Interbrand’s Best Global 100 Brands
• Supporting 380 languages for 100+ markets
5. SBI Proprietary & Confidential. All rights reserved. 52/1/2017
ENVIRONMENTAL SCAN OF CURRENT STATE
Process
Planning
Strategy
Support
Execution
Organization
6. Why Focus on Better Alignment?
• Internal mission
to become more
customer-centric
• Focus on
increasing
organic growth
• Focus on
profitable
revenue
10. The Perception Gap: Who Does What?
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Sales
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Overlap
Then Now
Sales
11. Where We Decided to Focus
Drivers of Sales-Marketing Alignment:
• Common objectives
• Joint planning
• Account segmentation
• Messaging
• Demand Gen
• SLAs
• LDRs
• KPIS and ROI
• Analytics
• Tech stack
• Closed-loop feedback
• Education
13. 13
ACCOUNT SEGMENTATION IS THE FOUNDATION FOR
SALES & MARKETING SUCCESS
Quota Setting
Territory Design
Talent Management
Compensation
Account Prioritization &
Coaching
Demand Generation, Lead Management
Lionbridge
Account Potential
14. 14
ACCOUNT SEGMENTATION WILL PRODUCE A PRIORITIZED
UNIVERSE OF CUSTOMERS AND PROSPECTS
Account Score
Propensity-to-Buy
Factors
Growth &
Predictive Factors
(Y-o-Y Growth %)
Ideal Company Profile
Factors
Firmographic Factors
(Revenue/Employee
size)
Account Potential
Segment Potential – Over all
spend of other similar
companies
- Industry standards
- 80th Percentile of current
spend
- Share of Wallet - % of spend
that LIOX has
L M H
H
M
L
Potential
Pursue
Prioritized
Deprioritized
Prioritized
Accounts
“Who should we pursue?” “How much can they spend?”
“Where should all resources
(people, money and time)
be allocated?”
16. SBU Planning Process
• Breaks-down planning into
more manageable efforts
• Joint Accountability
• Iterative Process
– Provides opportunity for
each side to challenge
assumptions
– Ensures we are being data-
driven
17. Go Forward
• Joint GTM Planning Process
• Refresh Account Seg data (Marketing)
• Refresh ideal customer profile (Marketing)
– Leverage Predictive Analytics
• Ranking priority accounts (prospect and existing)(Sales)
• Negotiate Marketing programs/support by SBU (Sales, Marketing)
– ABM programs
– Lead Development alignment
20. 202/1/2017 202/1/2017
BUILDING TO TARGET CONTRIBUTION
0%
17%
25%
30%
8%
17%
3%
8%
17%
25%
0%
5%
10%
15%
20%
25%
30%
35%
Baseline 12-months 24-months 36-months
Marketing Contribution % of Sales Opportunities
Lionbridge Goal Lionbridge Actual B2B Benchmark
Nov 2016 Nov 2017 Nov 2018Nov 2015
TBD
TBD
75%
25%
Sales
Marketing
When starting from a zero baseline,
the average b2b marketing team
requires 3 years to maturate to 25%
%ofSalesOpportunities
21. Aligned on Commitments
• MKTG signs-up for
revenue
commitments
• Specific funnel
targets based on
previous
performance
• Drives SBU
discretionary
budget
22. Measurement and Reporting
Activities/Tactics Demand Gen Performance Cost-effectiveness
Personnel Field Marketing, Sales
teams
Sales Leaders, Demand
Gen leader, CMO, GM
GM, CMO
Cadence Weekly, Bi-weekly Monthly Quarterly
Metrics • Overview of activities
• Review of lead data
MKTG performance
against targets:
• Revenue
• Close rates
• Pipeline
• Conversion rates
• Leads
• Velocity
MKTG ROI:
• Cost/
• Investment to Pipe,
Investment to Rev
• Avg. Opp Size
• Sales performance
• CAC
24. #1 Reason Reps Don’t Make Quota
Inability to articulate differentiated
value in front of the customer
25. The Perception Gap: Who Does What?
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Sales
Not in the Market
Stimulated
Problem Definition
Options
Evaluation
Final Recommendations
Execution
Marketing
Overlap
Then Now
Sales
26. We needed a different approach
• This is a radical change of approach for many Reps
• Scripted sales conversations have not been a Lionbridge tradition
• Product knowledge is uneven
• A new buyer type with different expectations of the sales experience
28. A social learning approach
Observe Imitate Feedback Repetition Certify
Elements
Videos Storyboard Script PPTX Related Research
29. Commercial Tribe – Reps place to practice
Applications
– Messaging Certification
– Onboarding
– Team
communications
– Coaching
– Knowledge Sharing
– Win/Loss stories
– Case studies
30. Adoption and Practice
30
93% have logged in within the last
month
5 practices per rep
Increased ASP and Deal
Size
Improved Rep Confidence Greater Return on CVI
investment
Over 500 Practices
500+