In 2009, after careers in the British military, management consulting, and the World Economic Forum, I joined Salesforce. At that time there were around 2,500 employees. Eight years later, we’re more than 10 times larger.
Tight alignment between sales and marketing has always been a fundamental aspect of Salesforce's business performance. As we’ve grown, it has become more and more important to understand the factors that matter the most in making this partnership a success: delivering on marketing ROI, sales productivity, and, most importantly, growth.
1. Customer Focus
2. Pipeline Science
3. Integrated Planning and Alignment
4. Communicate Excellence and Transparency
It's amazing how often assumptions and lack of communication fuel bad or “no” decisions. The market changes quickly for many reasons, and plans can quickly lose their impact. That's why it's important to get feedback and react to it rapidly. A real-time view of sales and marketing performance is helpful. We supplement this by sending weekly performance reviews to sales and marketing leadership, enabling us to make pipe-science informed improvements. At a global level, we’ve built an international marketing council, which allows leaders across each region to get together quarterly and share local best practices.
Getting these basics right has a deep impact on the team. It means that each individual has a clearer understanding of what their role is, so each person feel empowered. It also nurtures a culture of sharing and celebrating success as one team, encompassing both sales and marketing. Our focus here has allowed us to move to the next level of performance and marketing innovation.
“A key part of Sales & Marketing alignment is the validation of go-to-market tactics and marketing assets early on with real life customers, and with sales people themselves.”