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AMA Iowa Experience: A Bold Fusion
Friday, February 7, 2020
Community Choice Credit Union Convention Center
Des Moines
Jennifer Simpson
SalesMark
etingBridging the
Divide
Marketing Sales
Chief Sales Strategist515.380.8842
Slido.comSales |Marketing Divide
#AMA2020Site|QR CodeSources: Christina O’Connor LinkedIn EditorChallengerInc.com
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Does your organization have a SALES | MARKETING divide?
Marketing Sales
Chief Sales Strategist515.380.8842
Graphic Design
Grand View College Marketing Financial Aid Fundraising
2001
AAF | Des Moines Multiple Board Roles President of the Year Club of the Year
1997
I’m a SA b a , wi h a f MA T ! ”“
Clear Channel Outdoor Salesperson of the Year
2018
Simpson Sales Solutions
Sales Strategist Consultant | Coach | Mentor Marketing Mediator
2005
Learfield Communications News & Agribusiness Presidents Club Circle of Excellence
1999
2004 2011
Wh id al LOwi M r in S le ?
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Who is the "Father" of modern marketing?A) Walt DisneyB) Philip KotlerC) Henry FordD) Dale Carnegie
Marketing Sales
Chief Sales Strategist515.380.8842
proof
promise
PRODUCT
PROMOTION
PRICE
people
pain
pipeline
PLACE
projections
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What are key contributors to the Sales | Marketing Divide?
#Revenueroadblocks
Source: ChallengerInc.com
Marketing Sales
Chief Sales Strategist515.380.8842
Revenue GenerationConversion Quotas | M
Sales Quotas | S
Sal & Mar n RO an GO , ar UN E ye t v mu t SA !”“
Target Audience IdentificationLead Generation | M
Lead Qualification | S
Customer EngagementLead Nurturing | M
Relationship Nurturing | S
4
Organizational GrowthM | Market ShareS | Profit Margins
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What % of customers TUNE OUT your marketing efforts?
Source: ChallengerInc.com
A) 35%B) 51%C) 68%D) 19%
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What is the Median MQL conversion rate to REVENUE?
Source: ChallengerInc.com
A) 3%B) 8%C) 14%D) 22%E) 36%
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What % of the BUYER'S JOURNEY is complete BEFORE SALES is engaged?A) 57%B) 67%C) 90%D) 15%E) 35%
Marketing Sales
Chief Sales Strategist515.380.8842
COMMUNICATErespectfully, clearly and consistently when you define and align what leads are converting and why...
3
COLLABORATEon a joint efforts to engage and educate customers along varying points of the buyer's journey...
51
ALIGNgoals to ensure mutual accountability and capacity to hit the highest KPI, ROI, CVR possible...
57-90
Win g ti w n , ev t e c ar r iff n !”“
Awareness + Consideration
Online Presence Social (CGC)Testimonials
Case Studies
Social PresenceCommunication CadenceCold-CallingWarm-ConnectingPersistence Plans Customer Engagement and Education
AL yo ffo t n ay!”“
Promise FulfillmentRecap ResultsRetentionReferral
Solution ExpertSecure InvestmentAddress ObstaclesSolidify Trust
OnboardingBrand Touch
Gratitude GiftsSME
Branding/JourneyContent/Voice
Adv./ OutreachResearch - SEO
Audience - PersonasWeb - Technology
Personal BrandingProspectingNetworkingVolunteeringReferralsCustomer ResearchIndustry Education
Curiosity Conversation Commitment Continuation
Visual RepresentationMessage Consistency
Proposal VoicePresentation Flow
Discovery AnalysisDecision ProcessSolution GenerationRecommendationsRequests
Data CollectionReportingAnalytics
Success Studies
CO B A N ta CO N A N!”“LeadershipPlanning
Messaging +/ -Staffing + / -Team AlignmentCross TrainingGoal IdentificationGrowth MarketsPersona’s (C, DM)
Annual
TeamWorkshop
Toolkit/Tech TrainingSkill BuildingMQL IdentifiersSQL UtilizationSales Story CreationMagic Client CriteriaMarketing Rollouts
Quarterly
JointMeeting
S | M Ride AlongSales SuccessesLead ScoringTech + / -Customer InsightsCampaign UpdatesAt-Risk BusinessPipeline Projections
Monthly
WrittenUpdates
Team ScoreboardJoint Goal ReportDept. Newsletter“Slack” ChannelCRM Dashboard
Weekly
Sales
Relational
Marketing
Technical
Marketing Sales
Chief Sales Strategist515.380.8842
ALIGNMENT
COMMUNICATION
COLLABORATION
CustomerExperience SERVICE
SALES
MARKETING
Aim Bul y !”“
Marketing Sales
Chief Sales Strategist515.380.8842
Cha
s a t t
YO !”
“
Build BULLSEYE
➔ COMMUNICATION Plan➔ COLLABORATION Workshop➔ ALIGNMENT on 1 Activity & 1 Goals
Try TODAY
M | Genuinely COMPLIMENT SalesS | Sincerely THANK Marketing
StartTALKING
Our JOINT GoalsMy + Your SUCCESS DefinitionProblems We SOLVEPeople We HELP
- Define Your STORYAvoid Venting = Address IssuesPresent Problem + Solution
Stop EXCUSES
M | S Too Different M = Science | S = Emotion M | S Won’t Listen M | S Egotistic or Territorial M | S Better Left Alone ____________ Fill in the blank!
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Source: ChallengerInc.com
