Dreaming of a world where sales reports to marketing… and other takeaways from Sales 2.0 #s20c
Yesterday Amanda Kahlow, 6sense CEO, presented at the Sales 2.0 conference. She spoke about the challenges of sales and marketing alignment, and how to use big data to create a stronger relationship between the two traditionally siloed teams. For a recap on the takeaways from Kahlow’s session, read up on “Five Ways to Remove the Guesswork from Sales” in SellingPower.
We’ve compiled the best tweets and strongest takeaways from the event for you here.
Dreaming of a world where sales reports to marketing.
Amanda told the Sales 2.0 crowd that she dreams of a world, “where sales reports to marketing.” This vision stems from an increasing need for CMOs to demonstrate their value and the return on their efforts—proving that they can deliver highly qualified leads and attract the right buyers with their campaigns. Lisa Gschwandter, SellingPower, hits the nail on the head with her statement that predictive analytics helps make it happen!
Only two-thirds of attendees believe sales and marketing are aligned.
6sense customer Scott Broomfield, CMO, Xactly, took a quick poll among attendees, asking them whether they felt sales and marketing were truly aligned.
Lack of visibility between the two teams is a pain point we hear about frequently at 6sense. A clear example of un-alignment is low MQL-to-SQL conversion rates. We’re curious: Are you surprised by Broomfield’s poll results? Think about your own organization: What are your MQL-to-SQL conversion rates like, and what is your strategy to improve it?
Sales representatives need better insights for pitching.
According to Forrester Research and this tweet sent by SellingPower during Sales 2.0, only 17 percent of prospects agree to a second meeting with a salesperson! How might that percentage increase if sales reps were armed with talking points specifically aligned to that prospect’s needs?
…and marketing needs those same insights.
The same holds true for marketing teams today. Targeting the right person with the right messaging is no longer a lofty “data-driven marketing” dream, but a reality, as demonstrated by Broomfield during his presentation. We’ve been working closely with Broomfield implementing predictive intelligence at Xactly to take the guesswork out of marketing and sales and instead guide strategy through data insights.