Sales and Marketing Collaboration

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    30-Oct-2014

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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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1. WHYCANTWE WHY CANT WE ALLJUSTGET ALONG? 2. MANAGED MANAGED CORPCOM& CO CO & MARCOMFOR MORETHANTWO MORE THAN TWO DECADES 3. ANDBEENINON AN N IN ON ALLOFTHESE CONVERSATIONS 4. WERELAUNCHING ANINNOVATIVE,ROBUST SCALABLESOLUTIONWITH SCALABLE SOLUTION WITH INTEGRATEDANALYTICSFOR INTEGRATED ANALYTICS FOR MISSIONCRITICAL SS O C C APPLICATIONS 5. WHATSALESHEARS: NEWPRODUCT BLAHBLAHBLAH BLAH BLAH BLAH BIGGERQUOTA BIGGER QUOTA 6. NEWPRODUCTTRAINING PRESENTATIONWILLBE POSTEDONTHEINTRANET 7. IHAVEAMEETING I HAVE A MEETING IN30MINUTES. IN 30 MINUTES CANYOUSENDME THELATEST PRESENTATION? 8. ITSONTHEINTRANET 9. THESESLIDESSUCK. THESE SLIDES SUCK ILLMAKEMYOWN FORTHEMEETING 10. DIDYOUSEETHOSESLIDES? HEJUSTSOLDVAPOR&THE LOGODOESNTHAVE ENOUGHWHITESPACETO BREATHE. 11. MARKETING MARKETING WORRIESMORE WORRIES MORE ABOUTLOGOS THAN CUSTOMERS 12. WEGIVETHEM WE GIVE THEM THOUSANDSOFLEADS THOUSANDS OF LEADS ANDTHEYNEVER AND THEY NEVER FOLLOWUP FOLLOW UP 13. THESE THESE LEADSSUCK LEADS SUCK 14. THERE SABETTERWAY THERES A BETTER WAY 15. WEB2.0TOOLS WEB 2 0 TOOLS FORSALESAND FOR SALES AND MARKETING 16. LISTENING DISCOVERING SHARING EXECUTING 17. PERSONALIZED MESSAGING 18. ONDEMAND ON DEMAND SALESREADYTOOLS SALES READY TOOLS 19. LEADGENERATION THATWORKSFOR MARKETING&SALES 20. PERSONALIZED MESSAGING 21. SMART SMART CUSTOMERS WANTSMART WANT SMART^ SALESPEOPLE 22. CUSTOMERSONLY CUSTOMERS ONLY WANT5THINGS WANT 5 THINGS 23. IMPROVETHEIR IMPROVE THEIR BUSINESS 24. SAVEMONEY SAVE MONEY 25. GROWTHEIRSHARE GROW THEIR SHARE 26. OPERATEMOREPROFITABLY OPERATE MORE PROFITABLY 27. ANDTHEYWANT AND THEY WANT USEFUL,CONCISE, USEFUL CONCISE TRANSPARENT TRANSPARENT CONVERSATIONS 28. KNOWLEDGE SALESNEEDSINFORMATION SALES NEEDS INFORMATION SALESNEEDSINFORMATION ^ Internalinformation: Productinformation: Accountdetails Application Contactinfo Usecases formation ormation Accounthistory FBA Interactions Pricing usinessInfo stomerInf Externalinformation: Marketinformation: Businessobjectives Strategy Businessrequirements Business requirements Cus Positioning P ii i Bu Competitivepressures Competition Decisionmakers Industrydynamics Decisionprocess 29. directmarketing phonecalls marketingemail ki il customermeetings marketingevents prospectmeetings advertising networking/referrals PR Information analystrelations salesemail channels marketing sales webcontent Webleadcapture industry customer&prospect marketing communities communities communities industrynews y customer & prospect customer&prospect marketingblogs k i bl news industryblogs marketingsocial customerblogs media industrysocial customersocial customer social media media 30. SETUPLISTENINGPOSTS INDUSTRYTRENDS BRANDPERCEPTIONS COMPETITIVE DEVELOPMENTS CUSTOMER DEVELOPMENTS 31. ITSLIKEHAVINGA CONVERSATIONWITH YOURCUSTOMERONLY YOUR CUSTOMER ONLY THEYDON TKNOW THEY DONT KNOW YOU VETALKEDTOTHEM. YOUVE TALKED TO THEM. 32. CASESTUDIES BLOGPOSTS 3RD PARTY ARTICLES PARTYARTICLES PRODUCTNEWS VIDEOS&PODCASTS RESEARCHREPORTS COMPANYNEWS TWEETS WEBINAR/EVENTS RELEVANTREASON RELEVANT REASON TOREACHOUT TO REACH OUT BUILDALIBRARY 33. PERSONALIZED PERSONALIZED EMAILTOA EMAIL TO A PROSPECTFROM PROSPECT FROM SALESCONTACTIS SALES CONTACT IS 4XMORELIKELYTO 4X MORE LIKELY TO BEOPENED BE OPENED 34. INTHEREALWORLD IN THE REAL WORLD 2.ArticleonCSC 4.CheckSalesforce.com 3.Checkblog leave CollaborativeEnterprise StuDownesiscontact comment subscribe receivedinfeedreader ece ed eed eade toblog to blog 6.Gotthemeeting 5.Reachouttotalkabout ANDTHEDEAL! AND THE DEAL! connectionbetweenCSC& ti b t CSC & Attensa 35. ONDEMAND ON DEMAND SALESREADYTOOLS SALES READY TOOLS 36. MARKETINGNEEDS HELP 90%OFTHETOOLS THEYCREATE ARENTUSED Source:AmericanMarketingAssociation 37. BENICESHARE BE NICE SHARE 38. COLLABORATIVE COLLABORATIVE WORKSPACES 39. EASYTOFINDSTUFF EASY TO FIND STUFF SEARCH SPACES TAGS 40. EASYTOSHARESTUFF EASY TO SHARE STUFF 41. EASYTOGETSTUFF 42. WHEREYOUWANTIT ONTHEWEB ON THE WEB INFEED READEROR EMAIL ONAPHONE 43. EASYTOSEEWHATWORKS COMMENTS COMMENTS &METRICS 44. LEADGENERATION THATWORKSFOR MARKETING&SALES 45. ILOVESPENDING ILOVEMAKING TONSOFMONEY TONS OF MONEY IRRELEVANT IRRELEVANT GENERATINGLEADS CALLSTOPEOPLE FROMPEOPLEWHO FROM PEOPLE WHO WHODONT WHO DONT ARENT CARE. INTERESTED. 46. THEYRENOTLEADS 47. UNTILTHEYARE 48. IFYOUDONTHAVEA MACROVIEWOFYOUR LEADS,GETONE 49. PUTASMUCHEMPHASISON THELEADFUNNELASYOUDO ONTHESALESFUNNEL 50. MARCOMCLOUT SALESOPS WEBMARKETING HUDDLE TOPPERFORMER CLOUT INSIDESALESCLOUT INTRANETCLOUT EXECUTIVE EXECUTIVE EXECUTIVE EXECUTIVE SPONSOR SPONSOR 51. DEFINE:LEAD 52. IT SALLABOUTTALKING ITS ALL ABOUT TALKING TEAMSTHATHUDDLEHAVEHIGHERROI COLLABORATIVELYDEFINE:SALES READYLEAD DEFINETHEPROCESS:QUALIFY FILTER NURTURE HAND TO SALES NURTURE HANDTOSALES FOCUSONMARKETINGPROGRAMS THATBUILDRELATIONSHIPS THAT BUILD RELATIONSHIPS 53. NEXT3QUESTIONSFORTHE HUDDLE 1. WHATDOESAMAPOFTHECUSTOMER DECISIONPROCESSLOOKLIKE? 2. WHAT DOES THE CONVERSION PROCESS WHATDOESTHECONVERSIONPROCESS LOOKLIKE? 3. HOWCANWECLOSETHELOOPONEACH 3 HOW CAN WE CLOSE THE LOOP ON EACH SALESLEADGENERATED? 54. TAKEMARCOMPEOPLEON SALESCALLS. WATCHTHEMGETHITWITH WATCH THEM GET HIT WITH THEWAKEUPSTICK. 55. SOWHAT? RELEVANTINTERACTIONS CONTENTTHATWORKS JUSTINTIMESALESTOOLS MARKETINGFEEDBACK IMPROVEDEXECUTION 56. SERIOUSROI ORDERSIZE 21% NUMBEROFWINS 21% FORECASTACCURACY FORECAST ACCURACY 30% IMPROVEMENT 22% SALESCYCLETIME Source:EscapingtheBlackhole:MinimizingtheDamagefromtheMarketingandSalesDisconnect RobertSchmonzees 2005 57. READERSARELEADERS: LeadGenerationfortheComplexSale,BrianCarol2006 http://www.amazon.com/exec/obidos/ASIN/0071458972/startwithalea20 // / / / / / BLOGSNOTBOOKS BLOGS NOT BOOKS B2BLEADGENERATIONBLOG http://blog.startwithalead.com/ COMMENTARYONSALESLEADERSHIP http://davesteinsblog.wordpress.com/ CUSTOMERCENTRICSELLINGBLOG http://www.customercentric.com/blog/ 58. scottniesen marketingpractitioner gp scott.niesen@comcast.net twitter:sniesen twitter: sniesen marketinggoon.wordpress.com

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