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Why can't we all just get along? - Sales and Marketing in Web 2.0 World Social media tools and techniques can go along way in helping sales and marketing collaborate to optimize sales efficiency to drive high-velocity, high-volume, and high-value transactions. Smart customers want smart salespeople who can engage in an intelligent conversation about how the product or services offered can address the challenges and opportunities faced by the customer. Applying Web 2.0 best practices can help build knowledgeable marketing and sales teams who build strong relationships through openess, flexibility, authenticity and transparency. Internal and external collaborative workspaces and social networks can make sales people smarter and give marketing folks real world feedback they can use to target and hone sale ready messaging and tools. Topics: • Easing the tension between Marketing and Sales • An overview of Web 2.0 tools and techniques for sales • How Web 2.0 can make sales people smarter • How internal and external collaborative platforms make marketing more effective • Getting started
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WHY CAN’T WEWHY CAN’T WE ALL JUST GET ALONG?ALONG?
MANAGEDMANAGED CO CO &CORPCOM & MARCOM FOR
MORE THAN TWOMORE THAN TWO DECADESDECADES
AN N IN ONAND BEEN IN ON ALL OF THESE
CONVERSATIONSCONVERSATIONS
WE’RE LAUNCHING AN INNOVATIVE, ROBUST SCALABLE SOLUTION WITHSCALABLE SOLUTION WITH INTEGRATED ANALYTICS FORINTEGRATED ANALYTICS FOR
MISSION CRITICAL SS O C CAPPLICATIONS
WHAT SALES HEARS:
NEW PRODUCT BLAH BLAH BLAHBLAH BLAH BLAHBIGGER QUOTABIGGER QUOTA
NEW PRODUCT TRAINING PRESENTATION WILL BE
POSTED ON THE INTRANET
I HAVE A MEETINGI HAVE A MEETING IN 30 MINUTESIN 30 MINUTES.
CAN YOU SEND ME THE LATEST
PRESENTATION?
IT’S ON THE INTRANET
THESE SLIDES SUCKTHESE SLIDES SUCK.’I’LL MAKE MY OWN FOR THE MEETING
DID YOU SEE THOSE SLIDES?HE JUST SOLD VAPOR & THE
LOGO DOESN’T HAVE ENOUGH WHITESPACE TO
BREATHE.
MARKETINGMARKETING WORRIES MOREWORRIES MORE ABOUT LOGOS
THAN CUSTOMERSCUSTOMERS
WE GIVE THEMWE GIVE THEM THOUSANDS OF LEADSTHOUSANDS OF LEADS
AND THEY NEVERAND THEY NEVER FOLLOW UPFOLLOW UP
THESETHESE LEADS SUCKLEADS SUCK
THERE’S A BETTER WAYTHERE S A BETTER WAY
WEB 2 0 TOOLSWEB 2.0 TOOLS FOR SALES ANDFOR SALES AND MARKETINGMARKETING
LISTENINGLISTENINGDISCOVERINGDISCOVERINGSHARINGSHARINGEXECUTING
PERSONALIZEDPERSONALIZEDMESSAGINGMESSAGING
ON DEMANDON DEMANDSALES READY TOOLSSALES READY TOOLS
LEAD GENERATIONTHAT WORKS FOR
MARKETING & SALES
PERSONALIZEDPERSONALIZEDMESSAGINGMESSAGING
SMARTSMART CUSTOMERS WANT SMART^WANT SMART SALESPEOPLE
^SALESPEOPLE
CUSTOMERS ONLYCUSTOMERS ONLY WANT 5 THINGSWANT 5 THINGS
IMPROVE THEIRIMPROVE THEIR BUSINESSBUSINESS
SAVE MONEYSAVE MONEY
GROW THEIR SHAREGROW THEIR SHARE
OPERATE MORE PROFITABLYOPERATE MORE PROFITABLY
AND THEY WANTAND THEY WANT USEFUL CONCISEUSEFUL, CONCISE, TRANSPARENTTRANSPARENT CONVERSATIONSCONVERSATIONS
SALES NEEDS INFORMATIONKNOWLEDGE
SALES NEEDS INFORMATIONSALES NEEDS INFORMATION^
Product information:Application
Internal information:Account details
Use casesFBAPricing
ormation Contact info
Account historyInteractions
form
ation
usiness In
fo
Market information:StrategyP i i i
stom
er Inf
External information:Business objectivesBusiness requirements
Bu PositioningCompetitionIndustry dynamics
Cus Business requirements
Competitive pressuresDecision makersDecision process
phone calls
k i il
direct marketing
marketing email
marketing eventscustomer meetings
prospect meetingsadvertising
sales email
networking/referralsPR
analyst relationsInformationchannels
salesmarketingWeb lead capture
web content
customer & prospect
customer & prospect communities
industry news
industry communities
k i bl
marketing communities
marketing social media
customer social
customer & prospectnews
customer blogsindustry blogs
industry social
ymarketing blogs
customer social mediamedia
SET UP LISTENING POSTS
INDUSTRY TRENDS
BRAND PERCEPTIONS
COMPETITIVE DEVELOPMENTS
CUSTOMER DEVELOPMENTS
“IT’S LIKE HAVING A CONVERSATION WITH YOUR CUSTOMER ONLYYOUR CUSTOMER ONLY THEY DON’T KNOWTHEY DON T KNOW YOU’VE TALKED TO THEM.”YOU VE TALKED TO THEM.
3RD PARTY ARTICLES
BLOG POSTSCASE STUDIES
3RD PARTY ARTICLES
COMPANY NEWS
PRODUCT NEWS
RESEARCH REPORTSVIDEOS & PODCASTS
TWEETS
RELEVANT REASONWEBINAR/EVENTS
RELEVANT REASONTO REACH OUTTO REACH OUT
BUILD A LIBRARY
PERSONALIZEDPERSONALIZED EMAIL TO AEMAIL TO A PROSPECT FROMPROSPECT FROM SALES CONTACT ISSALES CONTACT IS 4X MORE LIKELY TO4X MORE LIKELY TO BE OPENEDBE OPENED
IN THE REAL WORLDIN THE REAL WORLD
2. Article on CSC Collaborative Enterprise received in feed reader
3. Check blog – leave comment – subscribe to blog
4. Check Salesforce.com –Stu Downes is contact
ece ed eed eade to blog
5. Reach out to talk about ti b t CSC &
6. Got the meeting AND THE DEAL! connection between CSC &
AttensaAND THE DEAL!
ON DEMANDON DEMANDSALES READY TOOLSSALES READY TOOLS
MARKETING NEEDS HELP
90% OF THE TOOLS THEY CREATE AREN’T USED
Source: American Marketing Association
BE NICE SHAREBE NICE‐SHARE
COLLABORATIVECOLLABORATIVE WORKSPACESWORKSPACES
EASY TO FIND STUFFEASY TO FIND STUFFSEARCH
SPACES
TAGS
EASY TO SHARE STUFFEASY TO SHARE STUFF
EASY TO GET STUFF
WHERE YOU WANT ITON THE WEBON THE WEB
IN FEED READER OR EMAILEMAIL
ON A PHONE
EASY TO SEE WHAT WORKS
COMMENTSCOMMENTS & METRICS
LEAD GENERATIONTHAT WORKS FOR
MARKETING & SALES
“I LOVE SPENDING TONS OF MONEY
“I LOVE MAKING IRRELEVANTTONS OF MONEY
GENERATING LEADS FROM PEOPLE WHO
IRRELEVANT CALLS TO PEOPLE WHO DON’TFROM PEOPLE WHO
AREN’T WHO DON’T CARE.”
INTERESTED.”
’THEY’RE NOT LEADS
UNTIL THEY ARE
IF YOU DON’T HAVE A MACRO VIEW OF YOUR
LEADS, GET ONE
PUT AS MUCH EMPHASIS ON THE LEAD FUNNEL AS YOU DO
ON THE SALES FUNNEL
SALES OPSMARCOM CLOUT
WEB MARKETING
HUDDLETOP PERFORMER CLOUT
INSIDE SALES CLOUTINTRANET CLOUT
EXECUTIVE EXECUTIVEEXECUTIVE SPONSOR
EXECUTIVE SPONSOR
DEFINE: LEAD
IT’S ALL ABOUT TALKINGIT S ALL ABOUT TALKINGTEAMS THAT HUDDLE HAVE HIGHER ROI
COLLABORATIVELY DEFINE: SALES READY LEAD
DEFINE THE PROCESS: QUALIFY – FILTER – NURTURE – HAND TO SALESNURTURE HAND TO SALES
FOCUS ON MARKETING PROGRAMS THAT BUILD RELATIONSHIPSTHAT BUILD RELATIONSHIPS
NEXT 3 QUESTIONS FOR THE HUDDLE
1. WHAT DOES A MAP OF THE CUSTOMER DECISION PROCESS LOOK LIKE?2. WHAT DOES THE CONVERSION PROCESS2. WHAT DOES THE CONVERSION PROCESS LOOK LIKE?3 HOW CAN WE CLOSE THE LOOP ON EACH3. HOW CAN WE CLOSE THE LOOP ON EACH SALES LEAD GENERATED?
TAKE MARCOM PEOPLE ON SALES CALLS.WATCH THEM GET HIT WITHWATCH THEM GET HIT WITH THE WAKE UP STICK.
SO WHAT?
RELEVANT INTERACTIONS
CONTENT THAT WORKS
JUST IN TIME SALES TOOLS
MARKETING FEEDBACK
IMPROVED EXECUTION
SERIOUS ROIORDER SIZE 21%
NUMBER OF WINS 21%21%
FORECAST ACCURACYFORECAST ACCURACYIMPROVEMENT
30%IMPROVEMENT
SALES CYCLE TIME 22%Source: Escaping the Blackhole: Minimizing the Damage from the Marketing and Sales Disconnect
Robert Schmonzees 2005
READERS ARE LEADERS:Lead Generation for the Complex Sale, Brian Carol 2006
// / / / / /http://www.amazon.com/exec/obidos/ASIN/0071458972/startwithalea‐20
BLOGS NOT BOOKSBLOGS NOT BOOKSB2B LEAD GENERATION BLOGhttp://blog.startwithalead.com/
COMMENTARY ON SALES LEADERSHIPhttp://davesteinsblog.wordpress.com/
CUSTOMER CENTRIC SELLING BLOGhttp://www.customercentric.com/blog/
scott niesenmarketing practitionerg p
scott.niesen@comcast.nettwitter: sniesentwitter: sniesen
marketinggoon.wordpress.com
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