596: The 4 Things Your Sales & Marketing Teams Should Be Aligned On w/ Shari Johnston

ABOUT THIS EPISODE

In this episode we talk to Shari Johnston, SVP Marketing at Radius.

LinkedIn: https://www.linkedin.com/in/sharijohnston/

Wouldn't it be nice to have severalthought leaders in your industry Kno and love your brand start a poncast,invite your industry thought leaders to be guests on your show and startreaping the benefits of having a network full of industry. influenceeslearn more at sweetfish media dotcomyour. Listening to the B TB GROTshow hodcast dedicated to helping B to B executives, acheat xplosone Gro whenyou're looking for techniqus and strategies or tools and resources.You've come to the right place. I'm Johnathan Green Nd, I'm James Carburry.Let's get it into the shel. Welcome back to the beatby growth show.We are here today with Sherry Johnston. She is the SBP of marketing at radius,Sherry, how you doing today, I'm great thanks games. I'm I'm really excited tojot with you today Sher we're going to be talking about sales and marketingalignment with ABM, and this is obviously something M, I'm very, verypassionate about. We hosted the aligned event earlier this year, and so I couldI could talk about alignment all day. I think so really excited to get in getinto this conversation, but before we do Sherry had Luve for you to tell ourlisteners just a little bit about radius and what UNI team are up to overthere terr sure so, Radius Radi, we we help barketers and salleader plug inthere and tap in their marketing onimation system, then crm to what wecall the radius network of record, which is the world's largest B to Bdata and intelligence sets to so th. They can really help reach theirprospects across every channel. Really, Co connect intelligence as well as AmiChannel integration, with the largest most accurate, be to be Dataset to toreally help amplify your go to market strategies. I love it so Sosheris wewere talking offline. You know just of...

...starting this conversation. You knowaround why alignment is so important. Why it's it's top of mind with so manymarketers, and you you had some stats around that just you know why everybodyis paying such close attention to to alignment today. Sure Yeah. You know, Ithink it s it top of mind for all of us and we tart the New Year W. What can wereally do better? How can we really make sure our our next year is? Is Asuccessan? You know Lngon is jot just about? U Really Making sure you have abetter year, socially with Yourceles or marketing counterpars, but really doesis one of the single biggest things you can do to impact your business. We wespend thirty to forty percent of our revenueon Markete Seles, so a ligning these size can really help. You Grow Bucx,serious decisions, Hase! U Some survey results that organizations with better alignmenthave twenty four percent faster grosth and twenty seven percent foster profitover a three year period, so really can impact the bottom lie by ensuring thatyour your teams are alied. So that's I hadn't heard that before. So that'sthat's incredible! So, as we kind get get deeper into here, Sherry talkingmore about okay. But what does alignment really look like you'dmention? You know really making sure that Bosh teams are alined on goals andthat they have of a single source of truth. Can you elaborate on that a bitfor US K W if SUCCESSI isn't the same war PORBOL marketing in sales? I'veseen this repeatedly it ca it can get messy. So if, if, if margettingSuccessu looks like volume of lead and they had their target, yet youryourself team is missing there. It's never great to to have teams notaligned on what success looks like for an organization and an can really causethat alignment to crumble and also impact results so setting up on asingle source of truth of success...

...across the Organization for not onlypipeline generation, but how the two teams collaborate, Um, an a dasport O,where w you're, not getting metrocs from multiple touchpoints, but reallyhaving a a single source of where you look outfor how your business being around is is incredibly important. That can solvea lot of the alimen issues, Su just ticking sure that organizationsunderstand and both sides an sales and marketing understand what they'recontributing to the organization. Another thing you mentioned: oflineShery, was having a line Cape Eyes. How do you go about doing this and andexplain this in a little bit more dept, H nk? We all need that carriage. I coulto really make sure that we're delivering on on what what can help theorganization sales is lots of times a little bit Ma more straightforward.It's always bringing in and anclosing business, but marketing can often be abit more fuzzy and and m Y. U K. Ow t depends throug the organization on owith their capabilities from a attracking standpoint, but also justreally making sure that it will bring the the organization success, and oneexample here is that you know. Historically, a lot of mark marketingorganizations have been Havben golden and orcapizs oground, Leed, volumer orful volume, which doesn't always convert to success for the salesorganization. It it doesn't have much to do with the quality of the Leve, so much of which Um in in our case, I'vemoved my team to to pipeline generation so that it helps not only with USdelivering the volume of dollars that will contribute to Hel closing deals,but also as a a quality element. It's not going to get all the way into stateto or stage three pipeline without it being a a reasonably qualified lead. Soyou know berly making sure that that is e Tho. Those shootings are alied,'cause they're an often an organization,...

...candia mismatch. Also you. What is ahot topic is: Is ABM and ensuring that you're ou're really aligned on not onlythe Kpis around pipelind Allu but whatare you bringing in the rightaccounts or your sales team and H, inm really being aligned around. What thatlooks like, and so is that primarily Sherry, obviously t it all starts withleadership. So did that look like you, N, in the VPF sails sitting down andjust coming to an agreement on okay? What what should marketings cap youeyslook like Ho? How can we get? You know these tobe more on the same page and then from there. I guess how? How did that thentrickle down into you know both sides of you know the Marketing Organizationand the Sales Organization? I guess what were some of the things that youand your counterpart did to to make that alignment happened. Sure Yeah, youknow W A I' having done this, this transformation at three differentorganizations. You know the first time around Um wasn't led by by the marketing team andYo know. I have a huge sense of passion for being closer to revenue as amarketer and, I think, dawn ar the days of we. We made some real huge initialefforts with the introduction and marketinganimation and lead to close models, but it still wasn't good enough. We werestill delivering a lot of stuff to Sall. That was not producing revenue, so youknow when when ABM was introduced it it really got me excited. You know:Stopping wasting my marketing dollars and resources on these that werentgoing to convert. So you know that started out with me sort of leading anAbpstriagy of like okay. Well, these are th. The only accounts fails reallycares about the rest of the leades. They they, you know, put in ourrenurture program to die. So you know why don't we focus our marketing n saleffort on those particular accounts that we know are going to be poentialcustomers for us m, and you know, I...

...think that Um really spoke to andhelped make sure that me and an my ten marketing orsail later gave Roovlorwe're on the same page and then and for there I think it's super important tomake sure your oxteams are also bought in understand the strategy 'cause. Italso can have quite a bit of implications on your your operation,how things are tracked, how things are reported and and buying from thoseteams as well? So so did that look like you know, once you had that target listof accounts that you knew sales cells as going after? Did that just mean in adesigning specific creative that would that that was attractive to thosespecific accounts running you know running ads specifically to people inthose organizations wh on little bit more greatilar level. What did it looklike for you guys, then to to say? Okay, we're Goinna from our marketing team isgoing to start focusing on these. These target accounts yeah. You know, I think,once you get a a nail down list of of accounts which, which sounds like aneasy touse, but different topic C, can be a little bit of a a a a work, a alittle workyeah exactly, but I think it is really poor, important ecause. YourAbim strategy is never going to be successful if you're focused on thewrong accounts to begin with, but you know once you get there, you know. Theway we go about it is is really looking out. Okay, what Os our typical buyersjourney? Look like. How do we get in front of them? How do we awarenissengagement and conversion tactics to get them all the way through the buyersjourney, and what we do, that is, is create all of our tactics based off ofthat Ebm list. So, for example, for awareness tactics, what are theawareinest tactics that are going to get in front of those accounts? Themost so we'll typically do things like digital ad campaigns that allow us totarget just to the accounts in contact that we want to they're a little bitmore expensive as impression. But then we know they'renot wasted. Our dollars are not wasted...

...on. You know, contractors and peoplewho are never going to be customers for us and then further down the funnelwith events. My event team completely creates their strategy of what eventswe decide to invest in and whatch ones. We don't based off of the overlap withthe target accountlest and the event itself that they, therefore we knowthat we're getting our rupt in front of those accounts that they really want toget in front of, and then further, even down the funnel we'll we'll focus oncustom content that can really help make sure that it addresses thespecific vertical that our our accounts are in some of the painpoints that arecommon across our accountless to really help personalize the experience as muchas possible. So so, we've talked about H, aligned goals and having a singlesource of truth talked about a lined kpes Yeu just talked about and beingaligned on on the buyers journey itself and making sure that you're, both onthe same page of awareness, engagement, conversion so important to be on thesame page. Just knowing those things the last one I want to talk about isbeing aligned around the ICP, the ideal customer profile. This seems like you know it would be a no brainer that, of course marketingknows you know who they're going after and and sales. You know as as the samepicture in their mind, but talk to us about you've. Alwys have done this inthree different organizations. Where are people missing on the alignmentaround the IC P? Yeah Y? U N W! I would say it even the most sophisfificatedorganization. This can often be withthe question between your loking Eitr onYourselvs leader and see if they do alivel an take e Fil. What sometimesit's called the name to countlist Um to to the the marketing ICP, the vus fordifrenmarketing Bunders and there's just often a a misallignment betweenthe two and and H, you know really doing the homework around Y. I thinkthat the middline tat can happen on both sides. Um It it's difficult,sometimes for for LOTEDOS CO't really...

...get after those keyaccounts and andthey don't want to limit, there's a fear of missing out on the marking sidethat that can happen an and then oftentime on the saleside. You knowwe'll begin to to to the accountless, and you know the the for inexperience raptheir. Theirdialogue can go something like this. You know I well. I know a guy over atthat organization. Therefore they're on my target accountless often that's thatdoesn't mean that that organization will be be a good prospect for youryour your solution, so really making sure that theres there's some. You knowwhat I call r n science to to the ICP. So you know hearing from the streetfrom from sales of youwwhere they're finding success where what deals areapplying to to businesses, but also looking looking at the data. Looking atM, your historical customer success, what customers are renewing and in whatindustries and and company sizes and types of personas are involved in thosesale cycles to help create some some actual data driven results to toidentifying your ICT. I love it. I'm sure, since you've done this a numberof times, I'm sure I'm sure you've got lots of people asking you for for advice, as they're leading youknow transformations in their own organization. Is there a particularquestion, or maybe a common mistake that you see people falling into overand over again, as it relates to y the alignment issue when it comes Ovium Yeah? I I think the I think, olining onthe the Kpis across the organization and is difficult, I think attributionis- is always a a source of contention and andthere's. Just a a lot ofquestions around and and understandably so, migrating from from traditionallead to close model Kpis to abmkps or...

...very Allian kpy can be scary. Yo In ourtaste in marketing were we're giving up a lot of control over what we haveinfluence over. For instance, we really do have influence over producing MT LS.We don't have as much influence over whether or not they get to stage forhipeline or not that sort of gets put into the hands not not entirely, butprimarily in in sale of hand. So we have to give up a little back controland have some trust with ourselves counterparts, and I think that oftentimes can be scary and Um, and it is probably the the biggest challenge I'veI've seen in organizations in in my days, sury. I I love closing out orinterviews with with this question it. It allows our listeners to get to knowor or guess on a different level. What would you say is is the legacy that youwant to leave behind sure yeah. You know I I'm really passionate abouthelping women have a louder, a d, more equal voice in in technology leadership.I I see that again, Similarto marketing and sale of alignment. That is notreally. The downside is not just about H, being fair and, and you know, havingwomen represented as they should be, but not only that, but but I also dobelieve heck organization would be better off from a result perspective alot of the Dantides we're seeing in tech organization Um. Our ourweaknesses that are are are typically representative qualities of heavilymale dominated teans t an you know. Having been a woman leader at I feworganizations now I'd love to see, help provide a that voice. I'm actuallydoing a twenty one days of of a twitter shoutout to some some amazing women whohave influenced my careers or or also Om some amazing women. I've hadthe the luxury of being able to mentor over the years or going to be the nextgeneration of executives for sure so yeah. I love to leave behind a ligacyof hopefully influencing that...

...initiative in a positive way: fantasticsery. If, if somebody listening to this, they want to stay connected with you orthey want to learn more about radius. What's the best way for them to goabout. Doing that sure me personally, I'm not ery on twitter. You can find onLidan at Sherry Johnston and then from aradious perspective. We can visit us aradius, dotcom, there's all kinds of ways to reach out to us directly or orlearn more information. Ther Sur think you so much true time today. This asbeen fatasic great think you so much game to ensure that you never miss anepisode of the BBE Grog show subscribe to the show in Itunes or your favoritepot gas player. This guarantees that every episode will get delivereddirectly to your device. If you ar someone, you know, would be anincredible guess for the B to b Gro Shell email m at Jonathan thatsweetfish media dtcom, let us know we love connecting, would be to beexecutives and we love sharing their wisdom and perspective with ouraudience. Thank you so much for listening until next time.

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