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 several fault leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers. Learn more at sweetish MEDIACOM. You're listening to the B tob growth show podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the BB growth show. We are here today with Sherry Johnston. She is the svp of marketing at radius. Sherry, how you doing today? I'm great. Thanks, James. I am really excited to chat with you today, Sherry. We're going to be talking about sales and marketing alignment with ABM, and this is obviously something I'm I'm very, very passionate about. We hosted the aligned event earlier this year and so I could I could talk about alignment all day, I think. So really excited to get in get into this conversation, but before we do Sharey I'd love for you to tell our listeners just a little bit about radius and what your team are up to over there. Sure, so, sure, so, radius, a radius. We help marketers and and stale leaders plug in there and tap in their marketing automation systems then crs into what we call the radius network of record, which is the world's largest be tob data and intelligence set so that they can really help reach their prospects across the every channel. Really a collect connects intelligence as well as, on the channel, integration with the largest, most accurately to be data set to to really help amplify your good market strategies. I love it so so, Sher he's we were talking offline, you know, just kind of starting this conversation. You know, around...

...why alignment is so important, why it's top of mine with so many marketers and you you had some stats around. Just you know why everybody is paying such close attention to alignment today. Sure, yeah, you know, I think it's top of mine for all of us as we start the new year. What you what can we really do better? How can we really make sure our next year as a success? And you know, align is just about really making sure you have a better year socially with your sales or marketing counterparts. But really does is one of the single biggest things you can do to impact your business that we spend thirty, two, forty percent of our revenue on marketing sills. So aligning these sizes can really help you grow exact serious decisions. Has Some survey results that organizations with that are alignment have twenty four percent faster growth and twenty seven percent faster profit over a three year periods. So it really can impact the bottom line by ensuring that your teams are aligned. That's I hadn't heard that before. So that's that. That's incredible. So as we kind of get get deeper into here, Sherry talking more about okay, but what does alignment really look like? You'd mentioned, you know, really making sure that both teams are aligned on goals and that they have a single source of truth. Can you elaborate on that a bit for us? Yeah, you know, if it's success, isn't isn't the same for for both marketing and sales? You know, I've seen this repeatedly. It can it can get massy. So if, if, if marketing success looks like volume of leads and they hit their target, yet your sales team is missing. There's it's never great to have teams not aligned on what success looks like for an organization and can really cause that alignment to crumble and also impact results. So setting up on a single source of truth of success across...

...the Organization for not only pipeline generation but how the two teams collaborate, at a Dash Board of where, where you're not getting metrics from multiple touch points, but really having a single source of where you look out for or how your business is being around as is incredibly important. That can solve a lot of the alignment issues. That just thinking sure that organizations understand and both sides and sales and marketing understand, what they're contributing to the organization. Another thing you mentioned offline share. He was having aligned Kpis. How do you go about doing this and explain this in a little bit more depth? Yeah, you know, I think we all need that carrot to really make sure that we're delivering on what what can help the organization seals as lots of times a little bit more straightforward. It's always bringing in and in closing business, but marketing can often be a bit more fuzzy and and you know, depends for the organization on on what's our capabilities from a tracking standpoint, but also just really making sure that it will bring the organization success. And what example here is that, you know, historically a lot of marketing organizations have been have been gold and their KPIS or around lead volume, more or at ul volume, which doesn't always convert to success for the sales organization. It doesn't have much to do with the quality of the leads, so much of which, in our case I've moved my team to to pipeline generation so that it helps not only with US delivering the volume of doll ors that will contribute to scales closing deals, but also as a quality element. Is Not going to get all the way into stage two or stage three pipeline without it being a reasonably qualified lead. So, you know, really making sure that that is success, those two things are aligned, because that they're and often and the organizations...

...can be a mismatch. Also you as what is a hot topic is a PM and ensuring that you're you're really aligned on not only the KPIS around pipeline volume, but what are you bringing in the right accounts for your sales team and I'm really being aligned around what that looks like. And so is that primarily sharry? Obviously it's it all starts and with leadership. So did that look like you and the VP of sales sitting down it and just coming to an agreement on? Okay, what what should marketing skpis look like? How can we get, you know, these two be more on the same page? And then from there, I guess, how did that then trickle down into, you know, both sides of you know, the Marketing Organization in the Sales Organization? I guess what were some of the things that you and your counterpart did to make that alignment happen? Sure, yeah, you know I having done this, this transformation at three different organizations. You know, the first time around, you it did. It was at led by by a the marketing team and you know I have a huge sense of passion for being closer to revenue as a marketer and I think dawn or the days of we made some real, huge initial efforts with the introduction of marketing animation and lead to close models, but it still wasn't good enough. We were still delivering a lot of stuff to sales that was not producing revenue. So you know, when ABM was introduced it really got me excited of stopping wasting my marketing dollars and resources on leaves that weren't going to convert. So you know, that started out with me sort of leading an ABF strategy of like okay, well, these are the only accounts sales really cares about. The rest of the leads they put in our re nurture program to die. So you know, why don't we focus our marketing and sales efforts on those particular accounts that we know are going to be potential customers for us? And you know,...

I think that really spoke to and helped make sure that me and and my then marketing our sales. Later I gave Rogal, we're on the same page. And then then four there I think. I think it's super important to make sure your ops teams are also bought in understand the strategy, because it also can have quite a bit of implications on your your operations, how things are tracked, how things are reported and and buy and from those teams as well. So did that look like? You know, once you had that target list of accounts that you knew sales, sales must go going after. Did that just mean kind of designing specific creative that would that that was attractive to those specific accounts, running, you know, running ads specifically to people in those organizations? What on? A A little bit more great need all our level. What did it look like for you guys then to say, okay, we're going to from a our marketing team is going to start focusing on these these target accounts? Yeah, you know, I think once you get a nail down list of accounts, which which sounds like an easy task but a different topic, can be a little bit of a yeah, a little work. Yeah, exactly, but I think it is really poor important because your abm strategy is never going to be successful if you're focused on the wrong accounts to begin with. But you know, once you get there, you know, the way we go about it is really looking at okay, what is our typical buyers journey look like? How do we get in front of them? How do we awareness, engagement and conversion tactics to get them all the way through the buyers journey? And what we do then is create all of our tactics based off of that ABM list. So, for example, for awareness tactics, what are the awareness tactics that are going to get in front of those accounts the most? So we'll typically do things like digital add campaigns that allow us to target just to the accounts and contacts that we want to. They're a little bit more expensive as a impression, but then we know they're not wasted by our dollars, are not wasted on contractors...

...and people who are never going to be customers for us. And then further down the funnel with events, my event team completely creates their strategy of what events we decide to invest in and what's ones we don't, based off of the overlap with the target account list and the event itself that they therefore we know that we're getting are repped in front of those accounts that they really want to get in front of. And then further even down the funnel, will focus on custom content that can really help make sure that it addresses the specific vertical that our accounts are in, some of the pain points that are common across our accountless to really help personalize the experience as much as possible. So we've talked about have aligned goals and having a single source of truth. Talked about aligned KPI's, you just talked about, and being aligned on on the buyers journey itself and making sure that you're both on the same page of awareness, engagement, conversion. So important to be on the same page just knowing those things. The last one I want to talk about is being aligned around the ICP. They ideal customer profile. This seems like, you know, it would be a no brainer that, of course, marketing those you know who they're going after, and sales, you know, has as the same picture in their mind. But talk to us about you've obviously done this and three different organizations where people missing on the alignment around the ICP. Yeah, you know, I would say it. Even the most sophisticated organizations this can often be would ask the question between you're looking reading yourselves leader, and see if they do aligne. You take the sale with sometimes it's called the named a count list, to to the the marketing ICP that used for different marketing lenders, and there's just often a misalignment between the two and and really doing the homework around. You know, I think the misalignment can happen on both sides. It's difficult sometimes for for a lock there's to really get after those...

...key accounts and they don't want to limit there's a fear of missing out. On the marketing side that that can happen and then not oftentime, on the sale side. You know, we'll dig into the account list and you know the the for an experienced reps, their their dialog can go something like this. You know I well, I know a guy over at that organization. Therefore they're on my target account lists and often that's that doesn't mean that the organization will be a good prospect for your for your your solution. So really making sure that there's there's some you know, are what I call art and science to to the ICP. So hearing from the street, from from sales of you know what, where they're finding success. We're what deals are applying to businesses, but also looking looking at the data, looking at your historical customers success, what customers are renewing and and what industries and company sizes and types of personas are involved in those sales cycles to help create some some actual data driven results to to identifying your ICP. I love it. I love it. I'm Sarry. Since you've done this you know a number of times, I'm sure. I'm sure you've got lots of people asking you for advice as they're leading transformations in their own organization. Is there a particular question or maybe a common mistake that you see people falling into over and over again as it relates to the alignment issue when it comes to a bum? Yeah, I just I think the I think aligning on the the Kpis across the organization is difficult. I think attribution is always a source of contention and and there's just a lot of questions around, and understandably so. Migrating from from traditional lead to close model Kpis, to ABM KPIS or very aligned Kepis can be...

...scary. You know, in our case and marketing were we're giving up a lot of control over what we have influence over. For instance, we really do have influence over producing mqls. We don't have as much influence over whether or not they get to stage four pipeline or not. That sort of gets put into the hands, not not entirely, but of primarily in sales hand. So we have to give up a little back control and have some trust with ourselves counterparts, and I think that oftentimes can be scary and is probably the biggest challenge I've seen in organizations and in my days. Sherry, I love closing out our interviews with this question. It allows our listeners to get to know our our guests on a different level. What would you say is the legacy that you want to leave behind? Sure, yeah, you know, I'm really passionate about helping women have a louder and more equal voice in in technology leadership. I see this again similar to marketing and sale of alignment. That is not really the downside. Is Not just about being fair and, you know, having women represented as they should be. But not only that, but I also do believe tech organizations would be better off from a results perspective. A lot of the downsides we're seeing in tech organizations are our weaknesses. That are are typically representative qualities of heavily mail dominated team. Than you know, having been a woman leader at a few organizations now, you know I'd love to see help provide a that voice. I'm actually doing a twenty one days of a twitter shoutout to some amazing women who have influenced my careers or or also some some amazing women I've had the luxury of being able to mentor over the years and are going to be the next generation of of executives, for sure. So yeah, I love to leave behind a legacy of hopefully influencing that initiative in a positive way. Fantastic, Sherry. If...

...somebody listening to this they want to stay connected with you or they want to learn more about radius, what's the best way for them to go about doing that? Sure for me personally, I'm at Carrie on twitter. You can find me on Linkedin at Sherry Johnston, and then, from a radius perspective, you can visit us at Radiuscom. There's all kinds of ways to reach out to us directly or learn more information there. Cherry, thank you so much for your time today. This has been fantastic, great. Thank you so much, James. To ensure that you never miss an episode of The v Tob Growth Show, subscribe to the show and Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you or someone you know would be an incredible guest for the B tob growth show, email me at Jonathan at sweet fish Mediacom. Let us know. We love connecting with be to be executives, and we love sharing their wisdom and perspective with our audience. Thank you so much for listening. Until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1801)