When faced with a list of leads, it’s easy to feel optimistic about converting prospects into customers. However, not every buyer will make a purchase, and it’s essential to figure out where a sale went wrong. For software vendors, this can be a challenging process. To address this issue, a shared vision and collaborative processes between sales and marketing teams are necessary. Eli Rubel, the CEO of Matter Made and a marketing advisor to companies such as Dropbox and Loom, consults with B2B software brands to help them exceed their growth goals.
The demand efficiency benchmark is a framework developed by Eli and his team to help companies evaluate their performance quickly. This open-source evaluation takes only five to seven minutes and provides insights into areas where improvement is necessary. This exercise is not only helpful in generating optimization ideas but also in addressing diverging perceptions between executives and other members of a go-to-market team.
Sales and marketing alignment is crucial for achieving better outcomes, and Eli offers advice on how the two teams can work together. Sales teams must trust the funnel and understand the prospects’ journey to avoid missed opportunities that can lead to revenue leakage. On the other hand, sales teams can be a valuable resource for marketers, providing them with ideas and changes to the buying journey that come from conversations with prospects and customers.
Startups can learn from later-stage companies by focusing on strengthening their middle to bottom-of-funnel content and messaging. Eli also emphasizes the importance of investing in “surfaces,” or smaller opportunities, that can drive significant improvements to conversion rates.
Other takeaways from Eli in this episode include what later-stage companies can learn from startups, how a minimal tech stack can get the job done, and the metric that needs to be the North Star for sales and marketing teams. To learn more about Eli and other GTM experts, subscribe to the GTM Innovators podcast on platforms such as Spotify, Apple Podcasts, and iHeartRadio.