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Bringing Sales and Marketing Together (Latane Conant, Sr. VP Global Marketing of Appirio)

Posted on May 26, 2016 by Glenn Gow

Sales and Marketing do not always agree. Many sales teams lack respect for Marketing, viewing it as nothing more than a “lead generation machine.” Likewise, many marketing organizations view requests from Sales as shortsighted and oversimplified. Yet companies who are able to synergize sales and marketing operations within their organizations can increase bookings and reduce customer acquisition cost. Latane Conant, Sr. VP of Global Marketing for cloud technology company Appirio knows. The self described “fox in the henhouse” brings to his marketing leadership a special understanding of the needs of Sales…she founded and led Appirio’s inside sales team before being asked to move over to Marketing. Latane joins Moneyball for Marketing to share her tips on bringing Sales and Marketing teams together, turbo charging marketing results with gamification and optimizing the “marketing to money” process. Highlights include:

Simplify and unify: Latane shares how she selected and unified the metrics measuring performance of both sales and marketing teams at Appirio, and the results this produced. “Every metric has some hair on it from what I’ve found, there’s no perfect way. But at the end of the day, I just wanted to pick and be able to get the team aligned,” says Latane, going on to share the metrics selected and the marketing operations systems used to track them.

A game changer: Events are major investments with high customer acquisition cost. Latane reveals how she fulfilled her intention to “make them as serious as possible so it’s really high value time with customers and prospects” by “gamifying” the pre-event process with her marketing team. She also shares a unique story of how an average performer in his team became a marketing star player through this process.

Cash cocktail: In Latane’s words, “Marketing is not like a shot of vodka or tequila. There’s no one alcohol that can cure your pain. It really needs to be a cocktail.” she reveals the three essential ingredients that are needed to turn marketing operations into a “cash cocktail” and deep dives the steps from “marketing to money flow.”

Appirio is a global services company that helps customers create next-generation Worker and Customer Experiences using the latest cloud technologies. Our free thinking consultants deliver unmatched customer value by creating actionable strategies, delivering results quickly, and helping organizations adapt to a new experience-driven era.

Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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