lead conversion,sales follow up,marketing and sales alignment,Sales Enablement

Free ebook: Why Don't My Leads Convert? Best Practices to Improve Marketing / Sales Alignment

There are many reasons why organizations should improve their sales and marketing alignment. Cross-functional alignment can account for up to one-third of a company’s growth, according to research firm SiriusDecisions. The most successful organizations engage key business stakeholders to cooperatively define sales and marketing processes, and align resources and campaign strategies. These types of well-aligned companies are 15% more profitable, SiriusDecisions found. This whitepaper explores the challenges posed to organizations when sales and marketing departments are misaligned. It also provides several best practices initiatives to solve these challenges through a case study of video email company BombBomb.

Table Of Contents

Pg 1 - Executive summary Pg 2 - The sales/marketing disconnect Pg 3 - Take a high-touch approach to improve alignment Pg 4 - Use automation to increase sales productivity Pg 5 - Conclusion

First 3 Pages

A Digital Marketing Depot Whitepaper Why Don’t My Leads Convert? Best Practices to Improve Marketing / Sales Alignment Within many organizations, marketing and sales are at odds, operating in silos with separate databases and no agreed-upon definition of a qualified versus unqualified sales lead. Fewer than 20% of sales and marketing executives believe their respective teams work “exceptionally” well together, according to a Digital Marketing Depot survey. In fact, 40% of the executives polled say their sales and marketing alignment is “fair” but can be improved. There are many reasons why organizations should improve their sales and marketing alignment. Cross-functional alignment can account for up to one third of a company’s growth, according to research firm SiriusDecisions. The most successful organizations engage key business stakeholders to cooperatively define sales and marketing processes, and align resources and campaign strategies. These types of well-aligned companies are 15% more profitable, SiriusDecisions found. This whitepaper explores the challenges posed to organizations when sales and marketing departments are misaligned. It also provides several best practices initiatives to solve these challenges through a case study of video email company BombBomb. Note: This whitepaper is based on a June 30th Digital Marketing Depot webcast, Why don’t my leads convert? Ideas from sales and marketing – together! Thanks to the original contributors: Carl Landers, CMO, Conversica; as well as Dale Warner, VP of Sales, and Stephen Pacinelli, VP, Strategic Marketing, at BombBomb. To view the on-demand version of this webcast, please visit http://digitalmarketingdepot.com/webcast/why-dont-my-leads-convert-ideas-from-sales-and-marketing-together. Contents: Executive summary ......................................................................................................1 The sales/marketing disconnect ..................................................................................2 Take a high-touch approach to improve alignment ....................................................3 Use automation to increase sales productivity ............................................................4 Conclusion ...................................................................................................................5 Why Don’t My Leads Convert? Best Practices to Improve Marketing/Sales Alignment The marketing/sales disconnect Corporate culture, personality differences, a lack of communication... there are many reasons why marketing and sales are misaligned within organizations. Marketing may be evaluated on how many leads are generated, while sales is measured – and compensated – by how many opportunities are closed. More than one quarter of sales professionals say that their marketing organization hands over unqualified leads, according to a Digital Marketing Depot survey (see Table 1). Many marketers, on the other hand, complain that sales teams cherry pick leads and that too many leads fall through the cracks and don’t get contacted. Solving these challenges can be difficult but not impossible. Technology is creating new opportunities to automate lead qualification in a way that is more efficient and improves sales productivity. Many organizations are finding that a high-tech, high-touch approach that combines marketing/sales automation with internal interactions can enhance prospect engagement and boost conversions. Take a high-touch approach to improve alignment One of the first steps video email company BombBomb took to improve the alignment of its marketing and sales organizations was to create more face-to-face contact between the two staffs. Led by the VP of Sales and the VP of Strategic Marketing, the combined group now meets every day to discuss key performance indicators (KPIs), 24-hour goals, and prospect sticking points. The group strictly limits the meetings to five minutes to avoid cutting into staff productivity, and uses video conferencing to include sales staff that is on the road. BombBomb also took a hard look at how it set goals and measured performance for sales and marketing. The company created joint objectives and performance criteria for sales and marketing that are shared daily, allowing staff to better understand where they fit into the organization and how their efforts contribute to company goals. Compensation has been changed and aligned to motivate both sales and marketing staff to generate and nurture high quality leads – not just a high quantity of leads.