Gearing Up For Aligned17: The Key To Sales & Marketing Alignment
May 16, 2017 7:34:55 AM | By Matt Benati
Aligned17 is right around the corner, May 22-26. If you aren’t familiar with it, this is a fantastic virtual conference dedicated to sales and marketing alignment – a topic near and dear to my heart! The best part is that it’s free. Attendees get access to more than 50 exclusive interviews from respected industry thought leaders, including Gary Vaynerchuk , Trish Bertuzzi, Tony Hughes, Tucker Max, Jill Konrath , and many more.
As part of the conference, James Carbary, the Founder of Sweet Fish Media wanted to do something special for listeners of his podcast, B2B Growth , by giving you early access to some of the Aligned17 sessions. This year, I was honored to be asked to speak for Aligned17 on the topic of sales and marketing planning to ensure alignment.
And, you guessed it, you can hear it here first.
LeadGnome’s Alignment Planning Strategies = 5x ARR Success
In my session with James, I share my personal alignment planning strategies that we use at LeadGnome and resulted in 5x ARR last year . In my experience leading marketing teams, I consistently saw a misalignment between sales and marketing. My fix? I found that the two teams quickly aligned when we all focused on the most important metric for business: revenue. This is why you’re beginning to hear more and more about Account Based Revenue versus AB marketing or sales.
ICP = IAP + IBP
As part of planning for sales and marketing alignment, our own teams at LeadGnome break down the commonly-used Ideal Customer Profile into a more refined formula of Ideal Account Profile + Ideal Buyer Profile .
Sales typically knows what your ideal account looks like first. For example, with LeadGnome, our ideal account has a high level of maturity and is already using marketing automation technology. This way the Account Based Intelligence LeadGnome mines will integrate with their technology and be strategically applied to downstream business processes.
The next part of the formula is where marketing has the opportunity to become extremely relevant by identifying the buyers and personas within those target accounts that sales should be talking to. One doesn’t work without the other, and it motivates both teams to work closely with one another to get the right message, to the right person, at the right account. Because if we stick to the strategy and do it right, the result is expanded reach, increased pipeline, and ultimately, more closed deals.
To learn more about how we’ve leveraged these planning strategies to successfully achieve alignment, you can listen to the full session here .
If you enjoyed this interview, be sure to head on over to http://www.aligned17.com/ to register for the summit to get full access to more than 50 exclusive video interviews from our industry’s best.