Bridging the Gap: VP Sales and VP Marketing

Bridging the Gap: VP Sales and VP Marketing

Marketing Professionals

Nate Skinner: salesforce.comStacey Epstein: ServiceMaxScott Berg: ServiceMaxTricia Reilly: VMWare

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Sales & Marketing on the Same Page

How is Success Defined? – Lead Volume?

– Conversion Rates?

– Pipeline?

– Closed Revenue?

What drives mutual Success?

What Is a Salesforce Opportunity?

There is an active, legitimate CRM evaluation and

Timeframe for decision is within 0-60 Days and

Decision Maker(s) have been identified and

Prospect is comfortable with salesforce.com pricing and

Prospect is interested in a Next Step w/ an AE, i.e.,– Price Quote

– A Demo

– References

A Lead should be converted once the following is confirmed:

Stacey Epstein

VP Marketing, ServiceMax

The Sales & Marketing Dialogue

Sales can’t stay on

message

The leads suck!

We need better

marketing!

We’re out branded!

Sales can’t close!

Marketing gets no credit

Resolve the Conflict…

Good Marketing Doesn’t Matter…

Sales matters Define marketing success in sales terms

– Take responsibility for the sales number, not just lead targets

– Measure your success based on sales results

– Measure your team based on what sales says

Lose your ego

Win together

YOU are in Sales – Get IN the Game!

Go on sales calls!!

Spend your time with sales/customers, not marketing

Have a weekly leads/pipeline/revenue meeting with

sales leadership

Make your team do the same

Sales is about People, Not a Market

“Salespeople feel they must translate what they see as

marketing's theoretical arguments into a practical message”*

Step 1: Identify Customer Decision-Making Politics

Step 2: Determine Sales Cycle Turning Points

Step 3: Conduct a True Win-Loss Analysis

Step 4: Perform a Marketing Tools Audit

*Why Sales and Marketing Are at Odds — or Even War – Harvard Business Review, 9/29/20

Set Marketing Targets Based on Sales Goals

Collaborate with Sales

Make assumptions– How much pipeline to hit target?

– How many leads to create pipeline?

– Cost per lead?

– Cost per opp?

– Conversion rates?

– ASP?

Constantly measure assumptions

Revise the plan

Demand Gen Model

Based on Revenue Targets

Sales Development

Where marketing meets sales

Do they report to sales or marketing?

How do you ensure Quality of Opps?

What is the Criteria for converting a Lead?

How does the AE validate an Opportunity so that the

Lead Gen Rep gets credit?

Alignment is the ANSWER

Alignment in Salesforce

Publish a marketing dashboard

Know your pipeline goals

Measure conversions

Chatter– Follow opportunities in Chatter

– Pay attention to what reps are asking for in Chatter

Attend forecast calls

MAKE SURE REPS PUT THEIR CONTACTS IN Salesforce

Track customer references

Shared Marketing Dashboard

Click here to add bullets

Gold

Scott Berg

VP Sales, ServiceMax

VP of Sales Metrics that Matter

New Opportunities Created Per Month– By lead source (quantity vs amount)

– Outbound vs Inbound

Total Pipeline Per Rep. (3x 6-month quota)– Even distribution

– Pipeline leading recruiting

New Leads vs Target

Average Opportunity Size

Days to Close

VP of Sales Metrics that Matter

VP of Sales Metrics that Matter

VP of Sales Process and Monitoring

Weekly lead progress review– Lead source mix (quantity and value)

– Return on investment (cost per lead)

Monthly Sales Development review– New opportunities created

– Lead sources and messages that work

Quarterly review : assumptions vs results– ASP

– Days to Close

– Lead Conversion rate

VP of Sales Process and Monitoring

Tricia Reilly

SpringSource,

a division of VMWare

My Top 5 Operational Tips

Ensure reps have proper training

Create shortcuts to incent the ‘right’ behavior

Share relevant marketing info in Salesforce

Regularly audit layouts

Leverage dashboards to keep everyone honest

Ensure Everyone is Trained

Sales Needs to Know

How to create Views

Outlook Integration

How to execute Mass Email

How to run reports

Naming conventions for Opptys

How to tie Contacts to Opptys

How to associate Opptys to

Campaigns

Marketing Needs to Know

How to create Campaign

Dashboards

How to create Email Templates

How to run reports

Naming conventions for

Campaigns

Training Drives Adoption Which Makes It All Possible!

Create Shortcuts to Incent the Right Behavior

Automatically Sets Date, Assigned To, Type, Status

Share ‘Relevant’ Marketing Insights

Relevant = Actionable, Timely, Easily Accessible

Share Relevant Marketing Insights (cont’d)

Leverage Integrated Marketing Automation software

Email alerts when a Target Account contact is on the

website

Schedule tasks for a Rep when a lead downloads a

Free Trial

Don’t include EVERY marketing touch in their Activity

Log

Regularly Audit Page Layouts

Do as I say…

Regularly Audit Page Layouts

Use different layouts for different roles– Just because Marketing needs to report on something, doesn’t

mean that sales needs to see it

Regularly run reports to see how often a field is being

used– Fields tend to have a lifetime. When they’re no longer used,

remove them from view.

A clean layout drives adoption and encourages reps to

complete the fields you NEED.

Dashboards to Keep Everyone Honest

Q&A Panel

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