Improving Marketing and Sales Collaboration with Co-Pilot!

To streamline communication and improve collaboration between marketing and sales, the Marketing Manager creates a series of Co-Pilot alerts to guide the sales reps during key event periods.

Details of the Process:

1. Marketing Manager Sets Up Alerts:

   • The Marketing Manager configures multiple Co-Pilot alerts, one for each event that the company will be attending over the course of the year. These alerts are created based on specific criteria relevant to each event.

   • Criteria for the alerts include:

     • Titles: Target decision-makers such as "CEO", "VP of Sales", or "Marketing Director."

     • Industry: The relevant industry focus for each event, e.g., "Healthcare", "Manufacturing", or "Technology."

     • Geography: Specifies the regions targeted for each event (e.g., North America, EMEA).

     • Company Size: Ensures that outreach efforts are aligned with the ideal company profile (e.g., companies with 50-200 employees or $10M-$50M in revenue).

2. Alert Start and Expiry Dates:

   • Each alert is assigned a Start Date and an Expire Date, which are aligned with the dates of the events. This ensures that sales reps only receive the alerts relevant to the timeframe in which they should be taking action. For example, the alert for a Q1 event expires right after the event ends, ensuring that the sales team is focused on the appropriate follow-up.

   • The alerts are automatically deactivated after the expiry date, ensuring that sales reps aren't distracted by outdated tasks or irrelevant events.

3. Email Templates and Sales Actions:

   • Each Co-Pilot alert includes pre-approved email templates for sales reps to use when reaching out to potential leads. The templates are personalized with dynamic fields, ensuring that each email feels tailored to the recipient.

   • The alert also includes attachments like brochures, event agendas, and product information that are relevant to the event and the prospect.

   • Talking points are provided to ensure that sales reps can speak confidently about the event, its value proposition, and how it connects to the prospect's needs.

4. Campaign Management:

   • In the alert, the sales rep is directed to add the new lead to the appropriate campaign, ensuring that marketing and sales are aligned in tracking and nurturing these prospects. The campaign links the prospect to event-related outreach efforts, allowing for better tracking of engagement and outcomes.

   • The alert provides specific field updates to guide the rep in keeping Salesforce records accurate, such as tagging the lead with the event name and status (e.g., "Event Attended", "Follow-up Needed").

• Alignment Between Marketing and Sales:

  • Co-Pilot ensures that sales reps are targeting the right prospects (those that match the ideal attendee profile) and reaching out with the right messaging.

  • The alert system bridges the gap between marketing’s event planning and sales reps’ execution, making sure that the sales team is always prepared for the right outreach at the right time.

  • The alerts automatically expire after the event, ensuring that sales reps aren’t wasting time on outdated campaigns or irrelevant contacts.

• Efficiency Gains for Sales Teams:

  • Sales reps no longer need to rely on word-of-mouth or manual communications from marketing teams to know which prospects to target for each event.

  • By automatically receiving event-specific alerts with tailored emails, sales reps can focus on their core task: selling. Co-Pilot eliminates the need for back-and-forth communication with marketing and gives sales teams the tools to execute faster and more effectively.

• Timely and Targeted Outreach:

  • By including start and expire dates, Co-Pilot ensures that sales outreach is synchronized with the event schedule, avoiding missed opportunities or out-of-context communication.

  • This also helps to ensure that sales reps are not reaching out too early (when the prospect may not be interested) or too late (when the event has already passed).

1. Product Replacements and Updates:

   • Often, marketing and sales teams have to deal with product replacements or updates mid-year. If a product is discontinued or replaced by a newer version, Co-Pilot is that tool you can leverage to issue real-time updates to both the marketing and sales teams. For example, if a marketing campaign is centered around an older product that is being phased out, Co-Pilot can guide the sales reps to pitch the newer product in their outreach, with updated materials and messaging to support the new product.

2. Overcoming Low Engagement with Event-Related Campaigns:

   • In some cases, prospects may not engage with an email campaign or event invitation. Co-Pilot can help by triggering follow-up alerts if no action (e.g., email open or click-through) is detected within a defined period. This ensures that no lead is left behind and that sales reps are consistently following up on key opportunities.

3. Expedited Coordination Between Teams:

   • In fast-moving industries or during periods of high event activity, marketing and sales teams often face tight deadlines for follow-up and lead conversion. Co-Pilot ensures that all team members are on the same page and have real-time access to the necessary guidance, eliminating bottlenecks caused by manual communication or waiting for approvals.