The Recipe for Successful Sales and Marketing Integration

The Recipe for Successful Sales and Marketing Integration

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  The Recipe forSuccessful SALES & MARKETING Integration Learn how marketing and sales can work together to create a powerful system that consistently gets qualified leads through your sales process. PRESENTERS: MICHAEL REYNOLDS / BRIAN KAVICKY
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  Michael Reynolds About Michael: • President/ CEO of SpinWeb • Cellist • Sushi connoisseur • Tennis player • Marketing/tech nerd • www.spinweb.net
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  Agenda Today we’ll cover: ! • Marketing’srole in business development • Qualifying inbound leads • Marketing database / CRM integration • Following up on inbound leads • Continuous feedback and optimization
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  Sales & Marketing Salesand marketing are not the same thing. They are two distinct roles and systems.
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  Goal of Sales Tohelp prospects make good decisions.
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  Lead Generation Frequently misunderstood.Don’t put the entire burden on your sales people.
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  Sales Scalability Problems withold methods: ! • Prospects don’t respond as well • Difficult to scale • Not a targeted approach • Leads dry up • Causes burnout
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  Inbound Marketing A modernmarketing system makes use of teaching through relevant content, such as blogs, long-form content, social media, video, and other tools.
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  Inbound Marketing Stats FromHubSpot: Companies that blog get 55% more website visitors than those who do not • Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads • B2B Companies that blog generate 67% more leads per month than those who do not • 48% increase in inbound marketing budgets in 2013 • Outbound budgets decline to 23% of spend ! •
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  Role of Marketing Thejob of your marketing department is to create awareness, GENERATE NEW LEADS, and nurture/filter those leads toward the sales team.
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  Lead Scoring Lead scoringis a way to learn the level of interest of your leads over time and react accordingly.
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  Lead Scoring Timelines canhelp you determine the interest level of a lead.
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  Qualifying Leads Criteria forscoring leads: ! • Job title • Industry • Type of activity • Level of interest • Custom criteria
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  CRM Integration A goodsales & marketing system integrates marketing database and CRM together.
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  Marketing/Sales Handoff Tight integrationoccurs when your marketing system is effectively scoring and filtering leads and your sales team is taking them through a process.
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  Segmentation = Efficiency
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  Flow MQL Listinto CRM
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  Start to Qualifyfor Sales
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  Following Up The oldrules of sales followup don’t work. You need to take an inbound approach.
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  Use a SalesProcess
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  Culture of Integration Integrationbetween marketing and sales is not just a technical issue... it’s part of your culture and process.
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  Collaboration Process How towork together: ! • Weekly meetings between sales/marketing • Review feedback from prospects/clients • Review marketing tools/content available • Optimize and course-correct • Create content from data and experiences
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  Questions Contact information: ! • Michael Reynolds:[email protected]