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1 © 2014 SAP AG or an SAP affiliate company. All rights reserved. Top 10 Questions Sales & Marketing Should Be Asking What if we joined forces? #100WhatIfs

Top 10 Questions Sales and Marketing Should Be Asking

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Studies show that today’s B2B buyers have done more than two-thirds of their decision-making research before they engage with a vendor; 75% start the process with an online search; and 76% leverage their personal and professional networks for guidance and advice. So instead of relying on us to help guide their decision processes, they are holding us at arm’s length. Here are 10 questions that sales and marketing should be asking.

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Page 1: Top 10 Questions Sales and Marketing Should Be Asking

1 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

Top 10 Questions Sales & Marketing Should Be Asking

What if we joined forces?

#100WhatIfs

Page 2: Top 10 Questions Sales and Marketing Should Be Asking

2 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… the future of sales was marketing?

#100WhatIfs

Only 8% of B2B companies report good alignment between sales and marketing. – SiriusDecisions Study

Page 3: Top 10 Questions Sales and Marketing Should Be Asking

3 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… salespeople thought more like marketers?

#100WhatIfs

Salespeople reported they “strike out” around 70-80% of the time they engage with a qualified lead. – Source

Page 4: Top 10 Questions Sales and Marketing Should Be Asking

4 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… marketers thought more like salespeople?

#100WhatIfs

76% of marketers reported their assets were effective in helping sales; yet, only 46% of salespeople agreed. – Source

Page 5: Top 10 Questions Sales and Marketing Should Be Asking

5 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… sales and marketing swapped roles?

#100WhatIfs

B2B companies with tightly aligned sales and marketing operations achieved 24% faster revenue growth and 27% profit growth over 3 years. – SiriusDecisions Study

Page 6: Top 10 Questions Sales and Marketing Should Be Asking

6 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… your salespeople were skilled content marketers?

#100WhatIfs

On average, decision makers consume 5 pieces of content before they’re ready to engage with sales. – Source

Page 7: Top 10 Questions Sales and Marketing Should Be Asking

7 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… your customers didn’t need your salespeople?

#100WhatIfs

More than 2/3 of B2B buyers’ research is done before engaging with a vendor. – SiriusDecisions Study

Page 8: Top 10 Questions Sales and Marketing Should Be Asking

8 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… your sales team thought “social first”?

#100WhatIfs

76% of buyers leverage their social networks before engaging sales. – SiriusDecisions Study

Page 9: Top 10 Questions Sales and Marketing Should Be Asking

9 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… marketing and sales committed to each other’s goals?

#100WhatIfs

Sales identified “enablement” as their No. 1 ask of marketing; yet, marketing named demand gen or awareness as their priority. – SiriusDecisions Study

Page 10: Top 10 Questions Sales and Marketing Should Be Asking

10 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… your customers were “secret shoppers”?

#100WhatIfs

75% of buyers start their research with search before engaging sales. – SiriusDecisions Study

Page 11: Top 10 Questions Sales and Marketing Should Be Asking

11 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

What if… your salespeople became

“secret sellers”?

#100WhatIfs

54% of social salespeople have tracked their social selling back to at least 1 closed deal. – Source

Page 12: Top 10 Questions Sales and Marketing Should Be Asking

12 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

#100WhatIfs

Learn more about the future of sales and marketing on Business Innovation.