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The Key to Successful ABM: Marketing and Sales Alignment - Marketo

The Key to Successful ABM: Marketing and Sales Alignment - Marketo | The MarTech Digest | Scoop.it
Alignment between sales and marketing is beneficial for any organization, but if you want to get the most out of ABM (and what marketer doesn’t?), it’s crucial.

-Conversion rates improve when sales and marketing share ownership of lead nurturing and incubation.
-Companies with tightly aligned sales and marketing teams experience 36% higher customer retention rates and 38% higher sales win rates.
-When sales and marketing teams are aligned, leads are 67% more likely to become clients.

The good news is that ABM by its very nature brings the two teams together—as long as both sales and marketing can agree to work together. If you’re finding it challenging to get sales to buy-in at first, you’re not alone. Ultimately, you are working toward a sales and marketing partnership but the first step is, of course, alignment.
CYDigital's insight:

Merge Marketing with Sales if you want alignment.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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How to Build an Aligned B-to-B Infrastructure - SiriusDecisions

How to Build an Aligned B-to-B Infrastructure - SiriusDecisions | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital's insight:

More from the TechX 2015 Conference. If you're a Sirius subscriber, you want to get your hands on this 8 step framework.

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The Secrets to Sales and Marketing Success: The Little Black Book [Infographic] - Pardot

The Secrets to Sales and Marketing Success: The Little Black Book [Infographic] - Pardot | The MarTech Digest | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

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Are Demand Generation and Sales Teams Aligned? [Infographic]

Are Demand Generation and Sales Teams Aligned? [Infographic] | The MarTech Digest | Scoop.it
Sales - Some 47% of B2B companies say their demand generation and sales teams are coordinated or completely coordinated, according to a recent report from Corporate Visions.



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The Finely Tuned Sales and Marketing Machine - Authentia

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CYDigital's insight:

Another take on the digital marketing process.

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5 Keys to Sales and Marketing Alignment - ClickZ | #TheMarketingTechAlert

5 Keys to Sales and Marketing Alignment - ClickZ | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


1: Single Customer View

When you are looking to align sales and marketing, you first have to start with a clear picture of the customer. A clear picture requires knowing all marketing and sales interactions that an individual has with your company, on every channel.

 

2: Common Definitions

Once you have a single customer view, it's time to create a common set of definitions to make sure you're communicating effectively. Consider the following terms and what they mean to both marketing and sales:

-- >  Lead

-- >  Sales-Qualified Lead (SQL)

-- >  Marketing-Qualified Lead (MQL)

-- >  Contact

-- >  Account

-- >  Opportunity

 

3: Aligned Goals

Measuring sales and marketing off the same metric is the only way to ensure goals are aligned.

 

4: Notifications

The idea that marketing doesn't do a lot for organizations comes from the lack of visibility into marketing's influence. The easiest way to solve this is to give sales visibility into their leads, and into their prospects' interactions with marketing assets. I'd suggest notifying sales reps in a few different ways.

-- >  Email notifications

-- >  CRM notifications

 

5: Support Campaigns

Many salespeople have a lot of things on their plate; a great way to help build the bridge is to give them some support. These campaign ideas are very easy and can greatly increase their opinion of the marketing team and your effectiveness.

-- >  Lost Deal Campaign

-- >  Cold-Lead Drip

-- >  Competitive Drip

-- >  Thought Leadership Drip

 

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CYDigital's insight:

With regards the #5: don't execute as a means to build a bridge...you're responsibility is to the organization, not Sales. Start doing things for Sales, and you get sucked into a hole of craziness.

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Hannah Langlois's curator insight, 4 November 2014, 15:52

This article really hits the main point that sales and marketing need to work together. When these two work together the business becomes more successful . It provides information on how to make sales and marketing work together.