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Global Drivers : Alignment

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Best Practices: Full alignment between Marketing and Sales teams is critical for successfully increasing both revenue and ROI. And this is especially true in self-serve selling. Best-practices dictate that both teams need to work together as closely as possible to ensure a seamless journey and relevant support for the Buyer from initial engagement to purchase decision.

Unlike typical MA/CRM solutions, Splashmetrics makes this process and alignment easier, faster, far more focused and immediately actionable. First, as you move through and plan the Buyer Journey Flow stages your sales and marketing teams will set the qualification rules and goals for each stage. This will then inform how all in-stage content serves to meet these rules and goals. In other words, the purpose of every content touch is to answer the Buyer’s pre-purchase questions at each stage of their journey, derive qualification data for ICP fit and action, and progress them to the next Flow stage. This way, as Buyers SELF-PROGRESSES through the Journey Flow content (your pipeline), they are thereby also SELF-QUALIFYING via that content. You don’t need to wait for marketing to evaluate, score, and recommend “leads” to sales. The Buyer has done that for you.

So because these Buyers are continually self-affirming their buying interest at each step of the Journey, when there is an “Actionable” event from a Buyer in any stage (i.e. – ICP fit) – Marketing and Sales teams are committing here to engage them with one-on-one contact within the timeframes defined.

Section Specifics: Enter the broad definitions for these actionable events as well as the committed response/engagement timing from both Marketing and Sales for these qualified Buyers. The blue fields show the numbers and dates of Actionable Buyers expected in S3 for Marketing and in S4 for Sales (these 2 critical stages being shared responsibility between the teams).

Set the agreed response time for both Marketing and Sales respectively to follow up with these Buyers. This, in turn, provides measurable results of both these Buyers and your teams’ actions in the Analyze component of Splashmetrics.


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