Marketing Strategy Example !Align MQLs to Sales Targets!

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Marketing Strategy Example – Goals & Benefits!

Marketing Goal §  Positively impact revenue by aligning MQLs to Sales

Targets Benefits §  Allows for an intelligent approach to building a qualified

pipeline from an integrated plan §  Enables efficient allocation of resources (specialization and

cost) §  Provides a consistent pipeline for all channels

Marketing Strategy Example – Strategies & Tactics!

Marketing Strategies §  Create marketing-qualified leads at a rate consumable by

the sales team and consistent with sales targets each and every quarter.

Tactics §  Reverse-engineer lead targets §  Develop a definition of a marketing-qualified lead with the

sales team §  Incorporate the time lag between marketing program

conception and the generation of marketing qualified leads.

Marketing Strategy Example – Marketing Tactics!

Marketing Tactics §  Reverse-engineer the numbers §  Create a demand waterfall by week §  Document estimates and assumptions §  Define terminology with the sales team §  Document roles and responsibilities §  Create a campaign template §  Summarize the campaign timeline §  Create and update the database of targeted companies and

contacts §  Create compelling messaging and offers §  Leverage marketing automation §  Integrate marketing and sales automation systems §  Track, monitor and manage metrics, dashboards and KPIs

Marketing Strategy Example – Obstacles to Avoid!

Obstacles to Avoid: §  The wrong people in the jobs §  Inappropriate funding §  A short-term mentality – “one and done” marketing

events §  A “lead” mindset vs. developing a marketing

qualified lead with a high propensity to purchase §  A lack of accountability §  Ad-hoc processes and systems

Marketing Strategy Example !Align MQLs to Sales Targets!

See the Complete Marketing Strategy Example!

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