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@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
7 Common Mistakes in Sales / Marketing Alignment & Collaboration
by Peter Strohkorb, CEO, Speaker, Author, Coach
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
• >15 years in senior B2B Sales and Marketing roles
• CEO , offices in Sydney and in Atlanta, USA
• Business Coach & Executive Mentor
• Creator of the OneTEAM Method for closer Collaboration, Sales+Marketing
• International Business Speaker
• Executive MBA Guest Lecturer at the Sydney Business School
• Board Director x 2 NFP Industry Bodies
• Family, soccer, tennis, cooking, fine wine, entertaining
Peter
STROHKORB
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
3
Named Global Top 5
Collaboration Expert
By Selling Power Magazine (USA)
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
4
Collaboration solves problems. Lack of collaboration creates problems.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
5
Sales blames Marketing
Marketing blames Sales
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
Excessive cost on the business
Unattractive
work
environment
Loss of revenue
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
A Quick Poll… 7
“Our Sales and Marketing Teams
are working seamlessly together.”
Please type in your answer:
A: Yes, we do great
B: Could be better
C: Not much at all
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
Collaboration and 360o Customer Focus: Everybody wins !
8
Smarketing®
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
The Benefits of Smarketing® 9
More Sales, Profit
Better CX
Higher Calibre Talent
Higher Productivity
Less Waste
Technology ROI
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
What’s In It For You ?
Future proof your
business,
with minimal disruption,
and utilising your
existing people and
technology resources.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
So, what stands in
the way of getting
Sales and Marketing
teams to support
each other ?
The 7 Common Mistakes in
Sales+Marketing Collaboration
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
Mistake #1 12
Doing Nothing
Tip: Take the initiative, become the solution.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Deploying popular shortcuts,
such as:
• More sales training
• More sales reps
• More sales leads
Mistake #2
Going for Quick Fixes
Tip: Fix the cause, not the symptom.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
No Intermediator
Mistake #3
Tip: Be smart, get a referee.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Neglecting the Human Element
Tip: Let People come first.
Mistake #4
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Relying on Technology
Mistake #5
Tip: Technology is just Technology.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
No Executive Support
Mistake #6
Tip: Get the boss involved.
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Expecting Immediate Results
Tip: Hasten wisely.
Mistake #6
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
19
Smarketing® Delivers Higher Performance
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
*Managing
Top-Line
Computer
Applications";
Stephen P.
Hindman &
John J. Sviokla;
Harvard
Business School
Publication #
9-192-098, rev
7/9/92
20
What Difference can 5% make ?
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
P&L Performance Impact Base
Case P&L
Increase
Sales
Volume by
5%
Raise
Price
by 5%
Sales Revenue $100.00 $105.00 $105.00
Cost of Goods Sold (COGS) $60.00 $63.00 $60.00
Gross Profit $40.00 $42.00 $45.00
Fixed Costs $13.00 $13.00 $13.00
General Admin Costs $11.00 $11.00 $11.00
Direct Selling Expenses $6.00 $6.00 $6.00
Profit Before Tax (PBT) in $ $10.00 $12.00 $15.00
Profit Before Tax (PBT) Increase from Base Case in $ $0.00 $2.00 $5.00
Profit Before Tax (PBT) Increase from Base Case in % 0.0% 20.0% 50.0%
21
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
P&L Performance Impact Base
Case P&L
Increase
Sales
Volume by
5%
Raise
Price
by 5%
Sales Revenue $100.00 $105.00 $105.00
Cost of Goods Sold (COGS) $60.00 $63.00 $60.00
Gross Profit $40.00 $42.00 $45.00
Fixed Costs $13.00 $13.00 $13.00
General Admin Costs $11.00 $11.00 $11.00
Direct Selling Expenses $6.00 $6.00 $6.00
Profit Before Tax (PBT) in $ $10.00 $12.00 $15.00
Profit Before Tax (PBT) Increase from Base Case in $ $0.00 $2.00 $5.00
Profit Before Tax (PBT) Increase from Base Case in % 0.0% 20.0% 50.0%
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
The Benefits of Smarketing® 23
More Sales, Profit
Better CX
Higher Calibre Talent
Higher Productivity
Less Waste
Technology ROI
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
“Peter‘s method was a game changer for us.”
1. Assessment
2. Consulting
3. Change Management
SME Example
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
25
“Our best quarter yet.” 1. Assessment
2. Workshop
3. Coaching
Mid-sized Business Example
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
26
A Freight Forwarder
26
Improve
Cross- and Up-selling
Higher Sales, Profit
Better CX
= More
Repeat
Business Happy & Loyal Staff
Better Collaboration =
Higher Productivity/Less Waste
Higher
Technology ROI
1. Assessment
2. Consulting
3. Change Management
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
27
A $1B Australian Utility Company 27
More Sales, Profit
Better CX
Higher Calibre Talent
Higher Productivity/Less Waste
Technology ROI
1. Assessment
2. Consulting
3. Change Management
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Smarketing® Check List
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb © 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
Questions
© 2016 Peter Strohkorb Consulting International Pty Ltd, all rights reserved
@pstrohkorb
Thank You
30
+61 411 865 301
www.peterstrohkorbconsulting.com