Episode 113: How To Run Marketing & Sales Alignment & Sync Meetings with Stapho Thienpont

Full-Funnel B2B Marketing Show

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To make marketing and sales work together, make sure you’ve scheduled these 4 sync meetings.
1. 𝐖𝐞𝐞𝐤𝐥𝐲 𝐣𝐨𝐢𝐧𝐭 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐫𝐞𝐯𝐢𝐞𝐰 𝐦𝐞𝐞𝐭𝐢𝐧𝐠.
Agenda:
- Leading indicators report for every joint campaign
- Wins: what moves us forward?
- Challenges: what’s holding us back?
2. 𝐀𝐁𝐌 𝐬𝐲𝐧𝐜 & 𝐫𝐞𝐯𝐢𝐞𝐰 𝐦𝐞𝐞𝐭𝐢𝐧𝐠𝐬.
Agenda:
- Leading indicators report
- Target account engagement, updates, and insights collected
- Next actions per account
- What accounts should be removed from the program
- What accounts should be added to the program
3. Quarterly sales & marketing planning.
Agenda:
- Sales pipeline velocity review
- Revenue report
- Retrospective of all joint campaigns
- Next quarter planning: goals and metrics
4. 𝐆𝐓𝐌 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 & 𝐬𝐚𝐥𝐞𝐬 𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭 𝐦𝐞𝐞𝐭𝐢𝐧𝐠.
Depending on the maturity of your organization, host this meeting at least twice a year.
Agenda:
- Goals, challenges, and bottlenecks company currently faces
- Key initiatives and priorities
- Target markets and market segments
- ICP including
- Target verticals,
- Buying committee structure
- Account qualification and segmentation criteria
- Firmographics
- Buyer journey and actions to address it: from business and demand triggers to decision-making.
- Positioning and value proposition
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There are multiple reasons why marketing and sales don’t work together. But one of them is not having a regular cadence of sync & campaign review meetings with a clear agenda.
Define core joint campaigns.
Create a clear agenda.
Make sure both teams come prepared.
This always leads to innovation and practical solutions to drive revenue.
RESOURCES
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Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/