30 Minutes to President's Club | No-Nonsense Sales 255 (Lead) How to Align Sales & Marketing for Predictable Pipeline Growth (Sonny Round, Panopto)
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Oct 10, 2024 Sonny Round, Director of Global Sales Development at Panopto, shares his impressive journey of exceeding pipeline targets for 16 straight quarters. He discusses the critical balance of sticking to the 80/20 rule for experimentation in sales processes. Sonny emphasizes the importance of tracking MQL to reply rates for better messaging engagement. He also dives into optimizing sales and marketing alignment through structured meetings and effective performance analysis, underscoring the value of being curious and methodical in problem-solving.
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Build the Pipe Meetings
- Hold regular "build the pipe" meetings to align sales and marketing.
- Standardize data, review it consistently, and benchmark progress.
80/20 Rule for Experimentation
- Encourage experimentation with the 80/20 rule: 80% proven tactics, 20% new ideas.
- Let reps explore creative approaches within a structured framework.
Alma Mater Outreach
- Panopto launched an "alma mater" outreach campaign, encouraging employees to connect with their former schools.
- This generated $500,000 in pipeline and fostered cross-departmental collaboration.