Page 139 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

salesperson was violating the Sales SLA. For example, on the “Do Not Be on It”
dashboard, we had a chart that showed any new leads that were not touched
within one hour of converting through the website. We had a chart that showed
any free trials that were one week old and had been called fewer than three
times. We had a chart illustrating the demo requests that were three days old and
had been touched fewer than two times. You get the point. Once you determine
your Sales SLA, program these key measures into your “Do Not Be on It”
dashboard and distribute it to the team daily.

“Send daily reports updating the entire Sales and Marketing team on the
Sales and Marketing SLA. Manage the Sales and Marketing machine on a
daily basis.”

As you can see, this approach to Sales and Marketing alignment allowed Mike
and me to run the business on a daily basis, rather than monthly or quarterly. By
being precise with definitions, expectations, and quantified goals, both teams
had a clear understanding of their respective missions and were accountable to
one another. The Sales and Marketing machine was running smoothly.

To Recap

The dysfunctional relationship between Sales and Marketing is the kiss
of death in a buyer-driven world.

Use the Sales and Marketing SLA to replace the subjective and
qualitative aspects of the Sales/Marketing relationship with well-defined
targets and quantified goals.

The Marketing SLA provides a framework to put Marketing on a
revenue quota, similar to Sales' dynamic.

Sales is accountable to Marketing just like Marketing is accountable to
Sales. The Sales SLA defines a series of behaviors expected of the Sales
team to ensure each lead is worked effectively.

Send daily reports updating the entire Sales and Marketing team on the
Sales and Marketing SLA. Manage the Sales and Marketing machine on
a daily basis.