{"id":67751,"date":"2022-08-22T05:00:06","date_gmt":"2022-08-22T05:00:06","guid":{"rendered":"https:\/\/www.airmeet.com\/hub\/?p=67751"},"modified":"2023-12-13T07:41:38","modified_gmt":"2023-12-13T07:41:38","slug":"aligning-the-sales-and-event-marketing-teams-to-fuel-growth","status":"publish","type":"post","link":"https:\/\/dev-hub.airmeet.com\/hub\/blog\/aligning-the-sales-and-event-marketing-teams-to-fuel-growth\/","title":{"rendered":"Aligning Sales and Event Marketing Teams to Fuel Growth"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"67751\" class=\"elementor elementor-67751\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c2e5211 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c2e5211\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c2da150\" data-id=\"c2da150\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd5cba6 elementor-widget elementor-widget-text-editor\" data-id=\"bd5cba6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Events are a mega offer for business growth if planned and executed well. Perfecting alignment between the Sales and Marketing teams has remained a constant endeavor for businesses since ages.\u00a0<\/p><p>How can two teams who have distinct KPIs, success metrics, and different definitions can stay in sync and help manifest business growth?<\/p><p>Industry leaders\u2014Sarah Jennings, Jack Foster, and Airmeet&#8217;s CMO Mark Kilens\u2014gathered on August 16th for the super insightful <b>Airmeet Evention episode 2: The Sales and Event Marketing Waltz<\/b>.\u00a0<\/p><p>The power-packed discussion concluded in super actionable tips, insights, and measures that businesses can adopt immediately to align the two crucial teams and maximize ROI.<\/p><p>Missed the class?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d871a34 elementor-widget elementor-widget-wp-widget-media_audio\" data-id=\"d871a34\" data-element_type=\"widget\" data-widget_type=\"wp-widget-media_audio.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h5>Listen to the episode and keep a check on your screen time!<\/h5><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-67751-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/www.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/20220819_Eventions-podcast-Ep02_R00-1.mp3?_=1\" \/><source type=\"audio\/mpeg\" src=\"https:\/\/www.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/20220819_Eventions-podcast-Ep02_R00-1.mp3?_=1\" \/><a href=\"https:\/\/www.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/20220819_Eventions-podcast-Ep02_R00-1.mp3\">https:\/\/www.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/20220819_Eventions-podcast-Ep02_R00-1.mp3<\/a><\/audio>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-91d2e23 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"91d2e23\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3465b40\" data-id=\"3465b40\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f60734e elementor-widget elementor-widget-heading\" data-id=\"f60734e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Follow the 3 Ds to set foundation of a healthy alliance<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6aba7d0 elementor-widget elementor-widget-text-editor\" data-id=\"6aba7d0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li>The ultimate goal for both sales and marketing teams should be to celebrate revenue. If revenue fails, nobody wins.<\/li><li>The <a href=\"https:\/\/www.linkedin.com\/posts\/markkilens_when-i-joined-airmeet-four-months-ago-one-activity-6966726234995073024-b00x\/?utm_source=linkedin_share&amp;utm_medium=member_desktop_web\">3 D\u2019s introduced by Mark Kilens<\/a>, CMO at Airmeet\u2013<b>Dashboards, Definitions, and Disqualifications<\/b> emphasize the importance of having common dashboards, definitions, and processes to disqualify leads on shared agreeable grounds.<\/li><li>KPIs, success metrics, and leading indicators should be shared between the two teams to focus on maximizing the success of an event.<\/li><li>During the ideation process, it is a healthy practice to run the event formats with each other to finalize.<\/li><li>Experiment with different promo strategies that you could run in collaboration with each other to distribute events better.\u00a0<\/li><li>Both team\u2019s North star metrics (NSMs) to procure high-quality leads should be directly linked to the business\u2019 bottom line. For example, booking a demo could be an MQL\u2013Marketing\u2019s NSM while timely follow-ups to nurture the leads could be sales\u2019 NSM.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c422335 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c422335\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7274dbd\" data-id=\"7274dbd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9120f5e elementor-widget elementor-widget-image\" data-id=\"9120f5e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"420\" src=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/2-1024x538.png\" class=\"attachment-large size-large wp-image-67815\" alt=\"Evention quote by Jack Foster\" loading=\"lazy\" srcset=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/2-1024x538.png 1024w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/2-300x158.png 300w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/2-768x403.png 768w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/2.png 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdfbf61 elementor-widget elementor-widget-heading\" data-id=\"fdfbf61\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Maintain a 'S-marketing' meet-up cadence for open communication and visibility<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dc7ad87 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dc7ad87\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e6ef9e1\" data-id=\"e6ef9e1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61be808 elementor-widget elementor-widget-text-editor\" data-id=\"61be808\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li style=\"font-size: 18px;\">Maintain a <b>S-marketing (Sales and Marketing)<\/b> meeting cadence at the organization level for enhanced visibility as over-communication is always better than no communication.\u00a0<\/li><li>Defining your leads is a critical factor when it comes to measuring the performance. Always be aligned on the definition of your leads.<\/li><li>Stronger alignment translates into agreeing on common data points and the same source of truth to grow the revenue.<\/li><li>Marketing&#8217;s job is supporting sales during the sales process and all the way through the opportunity using content produced by marketing. Always be aligned and informed on the content that the company is producing.\u00a0<\/li><li>The marketing team must be in sync with sales with the post-event content for their outreach sequences.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65ce97a elementor-widget elementor-widget-heading\" data-id=\"65ce97a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Hold each other accountable: Know your metrics, share the burden <\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee5d7ac elementor-widget elementor-widget-text-editor\" data-id=\"ee5d7ac\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul>\n<li>Review the success metrics at regular intervals to gather insights. The intervals could be 20, 30, 90, or 120 days post-event to gauge the performance of your event.<\/li>\n<li>Share accountability and burden across teams. Pull product leaders into the situation when a customer shares major feedback.<\/li>\n<li>Align on evaluating your cost per attendee to know how you are faring at budgeting.&nbsp;<\/li>\n<li>For large-scale events, assign a sales quota for your reps to engage and rope in people to your events.<\/li>\n<\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6604b3 elementor-widget elementor-widget-image\" data-id=\"b6604b3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"420\" src=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/4-1024x538.png\" class=\"attachment-large size-large wp-image-67818\" alt=\"Evention quote by Sarah Jennings\" loading=\"lazy\" srcset=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/4-1024x538.png 1024w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/4-300x158.png 300w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/4-768x403.png 768w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/08\/4.png 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84b7f9f elementor-widget elementor-widget-text-editor\" data-id=\"84b7f9f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Events have immense power to bring people together to form meaningful connections\u2014how you connect your audience to build relationships is all that matters.<\/p><p>Fill in the form below to register with us for more of such insightful episodes on the Airmeet Eventions. The series entails six masterclasses with the top leaders in the industry, who\u2019ll share exclusive, experience-based knowledge and win actionable marketing ideas to scale with event attendees. Registrations are always free at Airmeet.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bab1562 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bab1562\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1f468f9\" data-id=\"1f468f9\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9477366 elementor-widget elementor-widget-image\" data-id=\"9477366\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"75\" src=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/07\/AM_Logo_Light_WM-300x75.png\" class=\"attachment-medium size-medium wp-image-64928\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/07\/AM_Logo_Light_WM-300x75.png 300w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/07\/AM_Logo_Light_WM-768x192.png 768w, https:\/\/dev-hub.airmeet.com\/hub\/wp-content\/uploads\/2022\/07\/AM_Logo_Light_WM.png 802w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fb7703 elementor-widget elementor-widget-heading\" data-id=\"7fb7703\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Eventions<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b46bc9b\" data-id=\"b46bc9b\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8f42008 elementor-widget elementor-widget-html\" data-id=\"8f42008\" data-element_type=\"widget\" id=\"formBox\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"7135585\",\n    formId: \"aa78e556-98ca-45ff-b0f8-18ca9c336e7a\",\n    \ttarget: \"#formBox\",\n\tonFormSubmit: function($form) {\n\t      \/*elementorProFrontend.modules.popup.showPopup( { id: 58223 } );*\/\n\t    \n       document.querySelector('input[name=ruid]').value = getCookie(\"ruid\");\ndocument.querySelector('input[name=\"form_fill_referrer\"]').value = window.location.href;\ndocument.querySelector('input[name=fpsa]').value = getCookie(\"fpsa\");\ndocument.querySelector('input[name=frsa]').value = getCookie(\"frsa\");\n }\n  });\n<\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Events are a mega offer for business growth if planned and executed well. Perfecting alignment between the Sales and Marketing teams has remained a constant endeavor for businesses since ages.\u00a0 How can two teams who have distinct KPIs, success metrics, and different definitions can stay in sync and help manifest business growth? Industry leaders\u2014Sarah Jennings, [&hellip;]<\/p>\n","protected":false},"author":55,"featured_media":67775,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":""},"categories":[235],"tags":[234],"industries":[],"use_cases":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Aligning the Sales and Event Marketing Teams to Fuel Growth<\/title>\n<meta name=\"description\" content=\"Events are a mega offer for business growth if planned and executed well. 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