Andrei Zinkevich’s Post

Here is how to solve Marketing & Marketing misalignment by setting up cross-functional teams (and then fixing misalignment with Sales): 1. Accept the fact that the horizontal marketing team setup (content, product, demand gen, acquisition, ABM) is broken. It creates silos between different marketing units and focuses them on their own metrics instead of pipeline generation and revenue growth. 2. Develop a unified GTM strategy for marketing and sales that replicates the buyer journey. Every marketing unit should influence the buying process, pipeline generation and expansion, not focusing on vanity metrics (traffic, keywords, etc). 3. Ditch vanity metrics and develop for each marketing unit its own leading and lagging indicators that incentivize the right behavior. 4. Switch from marketing/sales-sourced revenue to ALLBOUND revenue. B2B buyer journey is a complex ecosystem that includes multiple touchpoints across multiple channels. HockeyStack made a research on over 1.5mln contacts from 50 B2B SaaS companies on how long it takes to generate a sales opportunity. Here are the stats: 241 touchpoints and 2672 impressions from the first impression to closed won. No team can do it alone. Stop the battle and the debate about who should get a credit. 5. Replace first-click /last-click attribution model with a blended attribution: - Self-attribution - Digital analytics - Customer interviews This is the only way to understand what actually influences the buying process. 6. Develop regular joint planning and review meetings. The goal is: - Review the performance of the current playbooks and programs, and remove bottlenecks - Cross-sharing collected insights about target accounts - Prioritize next actions for target accounts: touchpoints, content, ads, etc - Plan the next week together - Celebrating small wins and positive signals --- Marketing and sales silos occur first because of marketing & marketing misalignment. A lot of teams follow a horizontal marketing setup where different units focus on their own KPIs and metrics: - Content - traffic - Demand gen - MQLs - Field marketing - MQLs - Client success - NPS - SDRs - # of lead gen touches & meetings booked - AEs - pipeline won They are often not aware of the activities of other departments and don't care about their impact on the pipeline aside from Sales. Changing people, hiring agencies, buying more expensive stack won't help until you fix the fundamental misalignment. -- We share the detailed guide on setting-up cross-functional marketing teams here: https://lnkd.in/dxD7khrW