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Work

When Stars Align

Here we have the third largest player in the events industry looking to increase brand awareness and market share. The sales team was growing. Each rep was responsible for their lead generation and management, which meant various methods were used. For many of them, they’d spent their careers managing their book of business as they saw fit. It was great for the rep but a nightmare for a company trying to elevate its brand and sales along with data to support the changes.

Scaling the company’s sales was a major initiative for the executive team. There was a misalignment between the sales and marketing teams. They’d recently implemented Salesforce and Pardot but didn’t know how to use the tools. A sales team was also reluctant to change, with no one overseeing the tools.

I joined the team in a unique position to manage both the sales and marketing tools. In my position, I standardized processes, created reports and dashboards, developed automation and workflows, and provided ongoing training and support to the staff.

Leadership was able to forecast better and prospect. The sales team had a centralized location for self-generated and marketing-qualified leads. Overall there was alignment between sales and marketing on goals and opportunities. The company took a more proactive approach to plans and strategies and gained greater returns on investment.