Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together. Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021. In this webinar, you'll learn: • How to create your all-star team • Tips to drive better results for your business in 2021 • How to bring sales and marketing together in the new year

1. How to Bring Sales and Marketing
Together in 2021
Sam Gong | BDR Director, Adobe Digital
Experience

2. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Speaker
Sam Gong
BDR Director, Adobe Digital Experience
Adobe

3. Agenda
“Alignment”
3 keys to marketing & sales alignment
• Contextual lead handoff
• Continuous customer journey
• Collaborative messaging
framework
Partnering to establish context
Defining journey continuity
Creating collaborative messaging
For 2021- Organize & Refine

4. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
“Alignment”
• Sales feels unempowered
• Sales is frustrated and doesn’t know how to fix marketing
• The breakdown creates ‘us’ & ‘them’
• LinkedIn is flooded with cheap shots & sales memes about marketing
• Marketing and sales are part of the same revenue generating
process
• Let’s create a shared vocabulary and model to bridge the sales &
marketing gap

5. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
5
Messages About
Self Prospect
The Messaging Funnel

6. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
6
Lost in transition – contextless leads
?
Mystery Lead

7. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Alignment tactic: content framework + lead history
Research
‘Middle of funnel’
Awareness
‘Top of funnel’
Analyst Reports
Content
Syndication
Webinars + Events
E-Books & Guides
Nurture
Engagement
Product Comparisons
Pricing Questions
Whitepaper
Downloads
$

8. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
8
Lost in transition – the disconnect in the customer journey
Same pitch
for every lead

9. ©2020 Adobe. All Rights Reserved. Adobe Confidential.

10. ©2020 Adobe. All Rights Reserved. Adobe Confidential.

11. ©2020 Adobe. All Rights Reserved. Adobe Confidential.

12. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Unused Sales
Messaging
12
Lost in transition – the one-way messaging push
DIY Sales Messaging

13. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Sales Messaging
13
Alignment tactic: mutual message refinement
Closed won / closed lost
analysis
SDR / BDR
feedback

14. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
2021 Alignment Plan
• Contextualize the lead hand-off
• Establish common ground
• Create a continuous conversation
• Establish mutual messaging
feedback