The winning formula for sales
and marketing
Speakers: Jason Rushforth, SugarCRM | Clare Dorrian, SugarCRM | Andrew Mahr, Triblio
Marissa Bialick, Bombora
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Meet your speakers
Marissa Bialick
Demand Marketing Manager
Andrew Mahr
Chief Customer Officer
Jason Rushforth
SVP & GM, Americas
Clare Dorrian
Chief Marketing Officer
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1. Quick introduction to Bombora and Triblio
1. How SugarCRM marketing and sales use Triblio
Smart Score and Bombora Company Surge®
1. Key takeaways
1. Q&A
What we’ll cover
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Bombora’s Company Surge® Intent data
tells you which businesses are researching
the products and services you and your
competitors sell.
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Company Surge® Intent data identifies when a business is consuming
content on an Intent topic significantly more than usual, according to
its historic data consumption behavior and benchmarks.
Time
ACME Corp benchmarked
historic data content
consumption on topic X
ACME Corp increased
content consumption
on topic X that signals
buying intent.
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Triblio’s Smart Score combines first and
third-party Intent data with Triblio’s proprietary
AI-based algorithms to provide a single score to
prioritize accounts.
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Triblio Account 360 Report
See in one place:
● Intent data
● Display ads
● LinkedIn ads
● Website traffic
● Known visitors
● Sales alerts
● Opportunities
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Why did Sugar dive into this initiative?
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We surveyed marketing and sales teams
Do sales professionals have a more “glass half full” view of their collaborative
relationships with their peers, or do marketers have a more “glass half empty” view?
of sales say they are
“perfectly” aligned
2%
of marketers say they
are “perfectly” aligned
40%
say they need more
potent marketing and
sales tech
20%
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The winning formula for sales and marketing
+ +
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How is Sugar using all these tools and data to
actually orchestrate sales actions?
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Pipeline Saves Lives
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Reduce blind spots and busy work
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Align with technology: Triblio & Bombora data in Sugar
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Bombora Intent - Inside Triblio & Sugar dashlets
This is a dashlet
directly in Sugar!
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Turning data into prospecting action
AEs and BDRs begin this part
with their Sugar dashboard
Bombora
& G2 Intent
Daily e-mail
Direct link to
account record
in Sugar is
included
Inspect Triblio
data, are they
part of the ABM
program? Sales
can add right
from Sugar
Determine
outreach based
on demographic
information
provided by
Triblio
BDR or AE
engagement
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Activations
Bombora
& G2 Intent
Daily e-mail
Direct link to
account record in
Sugar is included
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Sugar view for all data points
Inspect Triblio
data, are they
part of the ABM
program? Sales
can add right
from Sugar
This is a dashlet
directly in Sugar!
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Determine
outreach based
on demographic
information
provided by Triblio
BDR or AE
engagement
Key fields inside Sugar
Create rules of engagement and follow them: Ensure all teams have regular cadences
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The data doesn’t lie
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What’s next for Sugar?
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Key Takeaways
● We all own pipeline
● The data doesn’t lie
● Technology and data should enable you, not
paralyze you
● The true winning formula for ABM is sales and
marketing alignment