Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.

1. Copyright © 2024 Demandbase
Top 3 Ways to Align Sales and Marketing Teams for
Rapid Growth
Stephanie Quinn
Sr. Director, Integrated
and Digital Marketing
Devin Rosenberg
Director, Sales
Copyright © 2024 Demandbase 1
Kevin Rooney
Sr. Director, Sales
Development

2. Copyright © 2024 Demandbase Copyright © 2024 Demandbase
Common challenges teams can face with
misalignment
2
Misalignment of
Objectives/Goals

2
Poor Communication

Disjointed Tech Stack
and Data

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Sales says, “We need better
opportunities from marketing,” and
marketing says, “We’re giving
them opportunities; sales needs to
close them.”
3

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Subtitle
48%
are struggling with sales
and marketing alignment
Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey4

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Subtitle
Businesses with strong sales and marketing alignment are…
5
67%
more effective
at closing deals
(Source: LinkedIn
Research)
208%
more revenue as
a result of their
marketing
efforts
(Source: LinkedIn The
Art of Winning)


58%
more effective
at retaining
customers
(Source: LinkedIn
Research)

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3 Ways to Align Sales and Marketing Teams
6
Shared Metrics
Create a Single
Source of
Truth
Open
Communication

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Shared metrics
Create collaboration between the
two teams
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Align on Metrics
Total Pipeline
Creation
Conversion
rates
CAC
payback
&
LTV/CAC
ratio
Average
Sales
cycle
Revenue

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MQLs/MQAs
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MQLs/MQAs
Leads
Marketing Goals:

●Pipeline Opportunities
●# of MQAs
●# of MQLs
●MQL Disposition Rate
●Increased MQL Acceptance Rates for each
segment
●% Conversion rate from Disco -> Pipeline

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SQLs
10
MQLs/MQAs
SQLs
Leads
SDR Goals:

●Pipeline Opportunities
●# of SQLs
●MQL Disposition Rate
●Activities per opportunity
●% Conversion rate from Disco -> Pipeline
●% Conversion rate from SQL -> Disco

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Discovery/Pipeline Opportunities
11
MQLs/MQAs
SQLs
Discovery
Pipeline Opp
Leads
Sales Goals:

●Pipeline Opportunities & Multiple
●% Conversion rate from Disco -> Pipeline
●% Conversion rate from Pipeline -> Close
●Win rate, ACV and velocity (are deals closing at a
faster rate compared to previous quarters)
●TAL vs non TAL for the above metrics - are we
converting and closing our focus accounts at a
healthier rate

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Team Sourced Pipeline
12
Shared Pipeline Goal

Shared Revenue Goal
MQLs/MQAs
SQLs
Discovery
Pipeline Opp
Leads

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Open Communication
Create a stronger, more cohesive
team
13

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ABM Stand-Ups
14
Drive adoption of ABM by aligning with marketing and sales by
helping reps prioritize their time at the right accounts.


What Do Standups Look Like?

Every 1-2 weeks, meet with your marketing counterpart to share updates, discuss
how you are jointly going after accounts, and agree on actions going forward.

The 3 Ps of an ABM stand-up:
●Preparation
○Focus on the top 3-5 target accounts to penetrate, and 2 opportunities
to accelerate.
●Plan
○What actions will Marketing take? Sales?
○Examples: Landing pages, executive event invites, 1:few: regional
event invites, Marketer to Marketer calls, 1:many: targeted ad
campaigns
●Progress
○Update on account journey & feedback loop

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Sales Blitzes
15
Monday
Direct Mail
●People who
started new
roles/promotions
●Director + who is
engaging
●Someone who is
heavily engaging
with your
outbound
●C/L POC’s
●Prospect who has
something
personal to them
on LI
GOAL: 5 high value sends
EACH
Tuesday
Leverage Connections
●1st degree
connections on LI
(reach out to
person they are
connected with
for intro)
●Exec outreach
●Sales leadership
outreach
●M2M chats




GOAL: Find 1 C-Level
Connection (5-10 total)
Wednesday
Power Hour - Event
● Invite prospects
to 1:1 meetings
with execs/staff
● Spots available
for lounge and
dinner
GOAL: 20 invites each
Thursday
Piggybacking
●Target account
and persona
(ideally someone
we know is the
“right” person)
●Prospect who has
been opening a
ton of emails but
has not
responded
●Prioritize VP’s +
●C/L account with
a lot of context
●Follow up on
Direct Mail send
GOAL: 10 total
Friday
AE/SDR Call Blitz
●Hop on zoom with
your rep and make
some dials!
●Divide and conquer
GOAL: SDR = 60
AE = 20

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Hot List
16
Date

Program
Name
Type Description Links Program
Owner
Audience
5/29
Top 3 Ways to
Align Sales and
Marketing Teams
for Rapid Growth
Webinar In this session, Stephanie Quinn,
Devin Rosenberg, and Kevin Rooney
will share how sales and marketing
shapes their day-to-day and what
key areas are needed for true
alignment.
Registration

SFDC Campaign
Jordan All
6/3-5
Gartner Marketing
Symposium
In person
event,
Denver, CO
Sponsorship of Gartner Marketing
Symposium
Event Link Sophie/Jolie All
6/13
Sales Productivity:
A Deep Dive into
Daily Success
Webinar Kevin Rooney, Senior Director of
Sales Development at Demandbase,
walks through his tried and true
method for successful prospecting
and selling with Demandbase.
Registration

SFDC Campaign
Jessie Customers

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Top Two: Marketing Programs for the week of…
17
1. Forrester B2B Summit - Meeting & BaseBash
Invites
Target audience: mops, digital, demand, content and social, and marketing
execs.

● 10’ x 20’ Booth: Booth #603 at Marketplace with LinkedIn headshot
station
○ May 6th - May 8th

● BaseLounge @ Cafe Blue: Lounge space hosted at Cafe Blue
restaurant for meetings, coffee, puppies & more
○ May 6th and May 7th
○ Tom Keefe, Chris Moody, Kelly Hopping, and John Eitel
will be onsite for 1:1 meetings
● BaseBash @Cafe Blue: After party with food and beverages
○ Monday, May 6th @ 7pm-10pm

Action to take: Booking meetings & Invite to BaseBash
Link to full plan + Slack Channel #temp-forrester-summit-24
2. NYC Sales Meet Up with 30MPC - Invites
Details:
● What: Demandbase is hosting a happy hour for sales
executives & peers. Join us in New York City for an
evening of networking among fellow top performing
sales reps and leaders. Vin Matano will be joined by
Armand Farrokh & Nick Cegelski, Founders of 30 Minutes
to President’s Club plus some of our friends from Women
in Sales!
● When: April 24th
● Where: The DL Rooftop, 95 Delancey Street, New York,
NY

Action to take:
Invite prospects in the sales persona - all upmarket
accounts
Take Action List:
DB1 List for previous attendees of Forrester Summit 2022/2023
2024 Accounts Registered for Forrester
DB1 List for BaseBash Registrants
Meeting Invite Templates: Outreach Template + Google Doc
BaseBash Invite: Outreach Template + Google Doc
Take Action List:
DB1 List - Sales Only
Invite Templates

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Single Source of Truth
Create unified data and streamlined
processes
18

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We bring together your tech stack with our data
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You work with leading
marketing and sales
technologies. We do too.

We capture data from your
systems, scrub it, and match it
to put your accounts in
sharper focus and uncover
deeper insights.

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How do we do it?
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Next Steps
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Takeaways

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Takeaways
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By creating alignment of sales and marketing alignment through sharing the
same metrics, creating open communication, and providing a single source of
truth you can expect to walk away with:
Marketing generates
more qualified leads
Higher conversation
rates and more wins
It is becoming easier
for sales to close deals

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What questions do you have for us?

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Thank You!