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How to Bring Sales and Marketing Together in 2021

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Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together. Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021. In this webinar, you'll learn: • How to create your all-star team • Tips to drive better results for your business in 2021 • How to bring sales and marketing together in the new year

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How to Bring Sales and Marketing Together in 2021 Sam Gong | BDR Director, Adobe Digital Experience
©2020 Adobe. All Rights Reserved. Adobe Confidential. Speaker Sam Gong BDR Director, Adobe Digital Experience Adobe
Agenda “Alignment” 3 keys to marketing & sales alignment • Contextual lead handoff • Continuous customer journey • Collaborative messaging framework Partnering to establish context Defining journey continuity Creating collaborative messaging For 2021- Organize & Refine
©2020 Adobe. All Rights Reserved. Adobe Confidential. “Alignment” • Sales feels unempowered • Sales is frustrated and doesn’t know how to fix marketing • The breakdown creates ‘us’ & ‘them’ • LinkedIn is flooded with cheap shots & sales memes about marketing • Marketing and sales are part of the same revenue generating process • Let’s create a shared vocabulary and model to bridge the sales & marketing gap
©2020 Adobe. All Rights Reserved. Adobe Confidential. 5 Messages About Self Prospect The Messaging Funnel
©2020 Adobe. All Rights Reserved. Adobe Confidential. 6 Lost in transition – contextless leads ? Mystery Lead
©2020 Adobe. All Rights Reserved. Adobe Confidential. Alignment tactic: content framework + lead history Research ‘Middle of funnel’ Awareness ‘Top of funnel’ Analyst Reports Content Syndication Webinars + Events E-Books & Guides Nurture Engagement Product Comparisons Pricing Questions Whitepaper Downloads $
©2020 Adobe. All Rights Reserved. Adobe Confidential. 8 Lost in transition – the disconnect in the customer journey Same pitch for every lead
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential.
©2020 Adobe. All Rights Reserved. Adobe Confidential. Unused Sales Messaging 12 Lost in transition – the one-way messaging push DIY Sales Messaging
©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Messaging 13 Alignment tactic: mutual message refinement Closed won / closed lost analysis SDR / BDR feedback
©2020 Adobe. All Rights Reserved. Adobe Confidential. 2021 Alignment Plan • Contextualize the lead hand-off • Establish common ground • Create a continuous conversation • Establish mutual messaging feedback
How to Bring Sales and Marketing Together in 2021

More Related Content

How to Bring Sales and Marketing Together in 2021

  • 1. How to Bring Sales and Marketing Together in 2021 Sam Gong | BDR Director, Adobe Digital Experience
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Speaker Sam Gong BDR Director, Adobe Digital Experience Adobe
  • 3. Agenda “Alignment” 3 keys to marketing & sales alignment • Contextual lead handoff • Continuous customer journey • Collaborative messaging framework Partnering to establish context Defining journey continuity Creating collaborative messaging For 2021- Organize & Refine
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. “Alignment” • Sales feels unempowered • Sales is frustrated and doesn’t know how to fix marketing • The breakdown creates ‘us’ & ‘them’ • LinkedIn is flooded with cheap shots & sales memes about marketing • Marketing and sales are part of the same revenue generating process • Let’s create a shared vocabulary and model to bridge the sales & marketing gap
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 5 Messages About Self Prospect The Messaging Funnel
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 6 Lost in transition – contextless leads ? Mystery Lead
  • 7. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Alignment tactic: content framework + lead history Research ‘Middle of funnel’ Awareness ‘Top of funnel’ Analyst Reports Content Syndication Webinars + Events E-Books & Guides Nurture Engagement Product Comparisons Pricing Questions Whitepaper Downloads $
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 8 Lost in transition – the disconnect in the customer journey Same pitch for every lead
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 11. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Unused Sales Messaging 12 Lost in transition – the one-way messaging push DIY Sales Messaging
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Messaging 13 Alignment tactic: mutual message refinement Closed won / closed lost analysis SDR / BDR feedback
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. 2021 Alignment Plan • Contextualize the lead hand-off • Establish common ground • Create a continuous conversation • Establish mutual messaging feedback