Joining me for the second time on Accelerate! is my guest Matt Heinz. Matt is Founder and CEO of Heinz Marketing, and the author of Full Funnel Marketing: How to Embrace Revenue Responsibility & Increase Marketing’s Influence On Pipeline Growth & Closed Deals. Among the many topics that Matt and I discuss are how Full Funnel Marketing is a challenge to marketers; how to measure Marketing’s contribution to the pipeline; the challenges for integrating Marketing and Sales; and why so many sales reps have trouble selling the outcome vs their product.
[:57] Matt, self-proclaimed B2B marketing geek, founded Heinz Marketing to help companies build and manage sales pipeline.
[2:07] His book, Full Funnel Marketing, challenges marketers to think beyond traditional metrics, and to put their activities in line with the numbers the organization cares most about.
[6:04] How can an organization measure Marketing’s contribution to pipeline?
[8:04] What is the importance of understanding the buying committee? What does the buying committee care about at the earliest stage of the buying journey?
[8:45] Why does Matt blur the line between Sales and Marketing?
[11:43] Andy and Matt consider the ideal coordination of Sales and Marketing within an organization.
[12:50] To integrate Marketing with Sales, there needs to be a common set of objectives, and a common set of definitions.
[18:15] What training and knowledge should an SDR have about the industry into which they sell?
[25:30] How much time do sales reps spend repurposing marketing content for their customer? How can this be fixed?
[31:47] What ratio shows sales productivity?
[33:01] What is the single biggest challenge facing sales reps today?
Contact Matt: Matt@HeinzMarketing.com