Download to read offline
Uploaded byTenbound
Sales, Meet Your New BFF: Growth Marketing
The document discusses the partnership between sales and marketing teams, emphasizing the use of Guru, a knowledge network that enhances productivity by providing timely content. It outlines challenges faced in 2018 regarding prospect experiences, campaign effectiveness, and closing business, along with solutions implemented to improve these areas. The successful collaboration resulted in better prospect experiences, increased campaign conversions, and a significant rise in closed deals.
Salesâ—¦
More Related Content
Similar to Sales, Meet Your New BFF: Growth Marketing
Sales, Meet Your New BFF: Growth Marketing
- 1. Sales, Meet Your NewBFF: Growth Marketing Dalton Gilgor & Julia Bersin
- 2. Julia Bersin Sr. Manager,Demand Gen Who are we? Dalton Gilgor Account Development Manager
- 3. What is Guru? Guruis a knowledge network that brings reps the right content, in the right format, at the right moment -- all in real time. By eliminating the need to search, Guru helps sales teams shorten sales cycles, increase win rates, and maximize productivity.
- 4. Thank you! We appreciateyour time. A lot.
- 5. Why are wehere? To demonstrate how building a strong friendship between your sales and marketing teams can help you: â—Ź Create Better Prospect Experiences â—Ź Run Campaigns that Convert â—Ź Close More Business $$$$ (and become real-life BFFs <3)
- 6.
- 7. Where we werein 2018... Sales August 2018 â—Ź Existing, growing function â—Ź Based in Philadelphia â—Ź Goal: meetings from outbound programs Growth Marketing August 2018 â—Ź Brand new function â—Ź Based in San Francisco â—Ź Goal: ramp up inbound programs DaltonJulia
- 8. 3 Key Challenges Thatput our friendship to the test
- 9. Challenge #1 Prospect Experience Dalton ABM/ Email Marketing Julia ● Marketing has great content that needs to be shared ● I’m trying to help you! ● Sales had first touch ● Frustrated with unsubscribes ● No clarity around what Marketing was sending out Solution! Marketing Guru Calendar, HubSpot privileges, Meetings and 1:1s
- 10. Challenge #1 Prospect Experience Solution! MarketingGuru Calendar, HubSpot privileges, Meetings and 1:1s
- 11. Challenge #2 Campaigns thatConvert Field Marketing DaltonJulia ● Ramp up 4-6 events per month ● Spending $$$ ● Follow-up wasn’t happening ● Operations wasn’t set up correctly ● Team operating on outbound Solution! Slack channels, Guru cards, Julia attending ADR meetings, Rev. ops system changes
- 12. Challenge #2 Campaigns thatConvert Solution! Slack channels, Guru cards, Julia attending ADR meetings, Rev. ops system changes
- 13. Challenge #3 Close MoreBusiness Demo Request Process DaltonJulia â—Ź Ramped demo requests 3x YoY â—Ź Put resources towards this â—Ź Frustrated about low conversion rate â—Ź Frustrated by manual process â—Ź Routing messed up â—Ź Ownership Solution! Elevating to exec in Pipeline Meeting; within the month our conversion rate doubled & closed big brands Stripe & Github
- 14. Challenge #3 Close MoreBusiness Julia Solution! Elevating to our pipeline meeting with Sales & Marketing exec team; within the month our conversion rate doubled & closed big brands Stripe & Github
- 15. Review Being BFFs leadsto success!!!** ● Create Better Prospect Experiences ● Run Campaigns that Convert ● Close More Business $$$ ** you can’t hate someone once you know their uncle’s daughter’s dog’s middle name… you just can’t.
- 16.
- 17. Thank you! We appreciateyour time. A lot.
Editor's Notes
- #3Â Dalton & Julia type in Name, title, how long worked at Guru, outside work hobby/fun fact
- #4Â What we do picture and customer logos SalesLoft, Stripe, Square, Slack Guru is a knowledge network that knows when, how, and where to deliver knowledge to you without you having to look for it. By delivering knowledge in real time, Guru helps sales teams decrease sales cycles, increase win rates, and increase productivity.
- #6 Raise your hand if you’ve ever had a challenge working between sales and marketing? Julia Story of how Sales & Growth Marketing were forced to come together around a big project
- #8Â Trust lacking Misaligned goals Bicoastal problem Started and agressive goals off the bat- + managing 12 people and new manager Across the country We startedselling larger business
- #9 Odds weren’t in our favor we would get along, but 3 challenges
- #10 Slides: Unsubscribe GIFs, ABM, Marketing Calendar in Google, transparency, rules of engagement Challenge: Prospect Experience Dalton’s perspective: We had first touch, frustrated with unsubscribes, no clarity around what marketing was sending Julia’s perspective: We have great content, we need this shared, I’m trying to help you Solution: Marketing Guru calendar, HubSpot privileges, Meetings and 1:1s
- #11 Slides: Unsubscribe GIFs, ABM, Marketing Calendar in Google, transparency, rules of engagement Challenge: Prospect Experience Dalton’s perspective: We had first touch, frustrated with unsubscribes, no clarity around what marketing was sending Julia’s perspective: We have great content, we need this shared, I’m trying to help you Solution: Marketing Guru calendar, HubSpot privileges, Meetings and 1:1s
- #12 +slack channels (squads etc) + slide of asana task project+ empower guru card Example: Field Marketing Julia perspective: ramp up 4-6 events per month; spending $$, follow-up wasn’t happening Dalton perspective: operations wasn’t set up correctly, team operating on outbound Solutions: Slack channels, Guru cards, Julia attending ADR meetings, Rev. ops systems changes
- #13 +slack channels (squads etc) + slide of asana task project+ empower guru card Example: Field Marketing Julia perspective: ramp up 4-6 events per month; spending $$, follow-up wasn’t happening Dalton perspective: operations wasn’t set up correctly, team operating on outbound Solutions: Slack channels, Guru cards, Julia attending ADR meetings, Rev. ops systems changes
- #14Â DEMO REQUEST Double conversion rates Closed/won logos Demo Request process: highest quality leads to close Julia perspective: ramped demo requests 3x YoY, put resources towards this, frustrated that conversion rate was low Dalton perspective: I was frustrated too, manual process, routing messed up, ownership Solution: elevating to our pipeline meeting with sales and marketing exec team to prioritize resources to fixing this, within the month our conversion rate doubled As a result closed some of these big brands: Stripe, GitHub
- #15Â DEMO REQUEST Double conversion rates Closed/won logos Demo Request process: highest quality leads to close Julia perspective: ramped demo requests 3x YoY, put resources towards this, frustrated that conversion rate was low Dalton perspective: I was frustrated too, manual process, routing messed up, ownership Solution: elevating to our pipeline meeting with sales and marketing exec team to prioritize resources to fixing this, within the month our conversion rate doubled As a result closed some of these big brands: Stripe, GitHub
- #16Â By delivering knowledge in real time, Guru helps sales teams decrease sales cycles, increase win rates, and increase productivity.
- #17Â This can be expanded to a few extra slides, life story card+ guru tech stack slide,