Driving Growth by Aligning Sales and Marketing Metrics

Author:

Operatix
Reading Time: 3 minutes

Episode

16

Driving Growth by Aligning Sales and Marketing Metrics

Aurelien Mottier

CEO at Operatix

Tom Grubb

Chief Strategy Officer at Digital Pi

When was the last time your marketing and sales teams sat in the same room?

Do they know each other’s objectives?  Are they contributing directly to the other side’s success?

Tom Grubb is the Chief Strategy Officer at Digital Pi where his role centers helping companies do great things with marketing technologies. He specializes in getting decision makers to think about the outcomes and objectives of their marketing investments.

Executives can often get distracted with shiny pieces of new marketing technology, and Tom has seen countless examples of companies focused on the “best” technology rather than the actual end goals they are looking to accomplish.

While working with clients, Tom asks a lot of questions.  His background makes him well suited for his job because he has a long history of working in the technology, marketing leadership, and product marketing spaces.  He can see the big picture, the little details and he understands the overall technology landscape.

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My role really centers on helping companies do great things with marketing technologies.

Tom Grubb

As a veteran marketer, Tom understands just how important it is to have aligned metrics for sales and marketing.  It’s more important than the metrics themselves! In this episode of B2B Revenue Acceleration, we spoke to Tom about how to align key metrics, viewing marketing in a different light, and choosing the right tech stack.

Metrics and KPI

The conversation around Metrics and KPIs is not a new topic, but one that can be difficult to manage.  Tom really believes that the keys to alignment really all center around metrics. Metrics are the lynchpin that brings the strategy and teams together, so it is fundamental to get them right.

But which ones do you choose? The answer is that the best metrics are ones that sales, marketing, and executives all agree on.  It matters more that everyone believes in the metrics you choose and are on the same page rather than the details of the actual metrics themselves.

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An entire business is supposed to be about delivering results. If you can’t measure results, then what are we doing?

Tom Grubb

Often, sales and marketing teams can be viewed as opposing forces.  Each side thinks what they are doing is valuable and doesn’t appreciate the hard work going on across the aisle.  But if you get sales and marketing in the same room together and if everyone agrees on who is responsible for what, there is a sense of ownership and teamwork that can’t exist without these first steps.

It’s important to have this alignment conversation about metrics early on. The sooner that all teams are working toward the same direction, the sooner the company will start to see benefits.  Sales will be able to tell marketing what they are seeing in the field, and marketing will be able to give sales better opportunities for warm leads and conversations. It’s a symbiotic relationship that fundamentally starts when the teams agree on metrics and who is responsible for what.

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Let’s face it, salespeople don’t talk to accounts. They talk to people who belong to accounts.

Tom Grubb

Perception of Marketers

Marketers can often be viewed as a cost center rather than a department that is directly contributing to revenue.  Sometimes this can come from a “what have you done for me lately?” perspective of executives and salespeople. This immediately puts marketers on the defensive and sets up unhealthy dialogue.

If marketers are constantly thinking about how to defend themselves versus thinking about how they can gain market share, that is a problem.  This perception of marketers can come from impatience. The root of impatience either comes from a lack of understanding or mismanaged expectations.  Marketers often don’t have clear plan in place and that contributes to these issues.

But if executives and sales departments can start to trust their marketers, and marketers can effectively demonstrate the value they are producing with a clear gameplan, that’s when a marketing department can add a tremendous amount of value.

Tech Stack

When choosing a piece of marketing technology, Tom believes that the most important thing a company can do is look at what business problem they’re trying to solve rather than being distracted by shiny objects and new technology.

There is a staggering amount of marketing technology available, and companies can gorge on these products. Marketing technology can simultaneously dazzle and overwhelm those who don’t have a solid understanding of what they are looking for.

Tom likes to encourage companies to make sure they have a plan in place.  Get your key metrics aligned so you know what specific problem you’re trying to solve, and don’t go overkill.  Tech isn’t easy to build upon, so make sure you know what you’re getting, why you’re getting it, and that you’re aligned across all teams!

This post is based on a podcast with Tom GrubbTo hear this episode, and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast.

If you don’t use iTunes, you can listen to every episode here.

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About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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