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#XSP18
Bridging the Gap Between Sales & Marketing:
A Formula for Partner Success
#XSP18
Bridging the Gap Between Sales & Marketing: A Formula for Partner Success
Gary PicaTruMethods@garypica
Jeremy MacBeanIT Weapons@ITWeapons
Brett UnzickerThe Predictive Index@predictiveindex
Bob SkelleyThe Channel Company@ChannelSkell
#XSP18
@ChannelSkell
Bob SkelleyCEOThe Channel Company
#XSP18#XSP18
Plan to hire
Marketing Staff
51%
1 Shared Minimum
99%
1 Full-time Minimum
87%
#XSP18#XSP18
HUGEDIVIDE
Sales vs. Marketing
#XSP18#XSP18
Events Telemarketing
Appointment Setting
SEOContent
Marketing
#XSP18#XSP18
SALES MARKETING
58% Digital Marketing 76%
36% Content Development 62%
18% Customer Analytics 33%
13% SEO Expertise 29%
53% EVENTS 29%
#XSP18
SALES MARKETING
32% Blogs 71%
20% SEO 62%
38% Content Marketing 76%
22% Paid Search 48%
10% Paid Social Media 43%
26% Video 50%#XSP18
#XSP18#XSP18
SALES MARKETING
56%Number of
Deals in the Pipeline
58%
44% (SQL)
Leads 42% (MQL)
43%Build
Awareness of their Tech
67%
Deals AwarenessROI
#XSP18#XSP18
Sales
Marketing
Executive
Technical
Marketing is Extremely Important
40%
60%
25%23%
#XSP18
@predictiveindex
Brett UnzickerVP, Business DevelopmentThe Predictive Index
Understand your drives
TryPI.com/XChange
Employees Drive
Impact
Social interaction
Consistency/StabilityRules/Structure
Here’s mine.Everyone has a pattern.
Impact
Social interaction
Consistency/StabilityRules/Structure
Everyone has a pattern. Here’s Bob’s.
Impact
Social interaction
Consistency/StabilityRules/Structure
The most common sales pattern
Impact
Social interaction
Consistency/StabilityRules/Structure
Traditional marketing pattern
Impact
Social interaction
Consistency/StabilityRules/Structure
Digital marketing pattern
Impact
Social interaction
Consistency/StabilityRules/Structure
Classic sales pattern
Digital marketing pattern
Findings from Green Peak Partners leadership study
“A high self-awareness score was the strongest predictor of overall
[organizational] success."
What makes for great leaders
TryPI.com/XChange
#XSP18
@garypica
Gary PicaPresidentTruMethods
#XSP18
The Sales-Marketing Divide
• Why is there an expectation gap between marketing and sales?• The divide creates sales and marketing inefficiency • Sales and Marketing need common goals• Understanding “funnel math”• Common focus to unite team
#XSP18
The Prospect Funnel
Suspects
Prospects
Warm Leads
Hot!
• Marketing is aimed at the top of the funnel
• Sales lives at the bottom of the funnel• The middle of the funnel should be the
common ground
#XSP18
Bridging the Divide
• Roles and process aimed on the mid-funnel• Clear focus on Ideal fit prospects• Understanding the buyer journey• Mid-funnel metrics• Attitude, self-image, and self-discipline
Suspects
Prospects
Warm Leads
Hot!
#XSP18
@ITWeapons
Jeremy MacBeanDirector, Marketing & Communications IT Weapons
#XSP18
Sales
Marketing
#XSP18Sales
Marketing
75% of B2B buyers now use social media to
research vendors
+75%
90% of decision makers say they
never respond to cold outreach
+90%
7 people are now involved in the average B2B
buying decision
…Over 60% of the
sales cycle is complete before a prospect engages a sales rep.
”“
“If you have more money than brains, you should focus on outbound marketing.
If you have more brains than money, you should focus on inbound marketing.”
“…it’s not about the stuff that you sell… It’s about the stories you tell.”
- Seth Godin
Every engagement with a client is an opportunity to
add insight and value.
RHYTHM&
DISCIPLINE
#XSP18
SHARED
ACCOUNTABILITY
#XSP18
#XSP18
1:15 pm The Easiest Ways to Lose Money in MarketingGrand Caribbean I-II David DeCamillis, Platte River Networks
Wrap Up
Jade [email protected]
John [email protected]
