Transcript
Page 1: Sales and Marketing Collaboration

WHY CAN’T WEWHY CAN’T WE ALL JUST GET ALONG?ALONG?

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MANAGEDMANAGED CO CO &CORPCOM & MARCOM FOR 

MORE THAN TWOMORE THAN TWO DECADESDECADES

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AN N IN ONAND BEEN IN ON ALL OF THESE 

CONVERSATIONSCONVERSATIONS

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WE’RE LAUNCHING AN INNOVATIVE, ROBUST SCALABLE SOLUTION WITHSCALABLE SOLUTION WITH INTEGRATED ANALYTICS FORINTEGRATED ANALYTICS FOR 

MISSION CRITICAL SS O C CAPPLICATIONS

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WHAT SALES HEARS:

NEW PRODUCT BLAH BLAH BLAHBLAH BLAH BLAHBIGGER QUOTABIGGER QUOTA

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NEW PRODUCT TRAINING PRESENTATION WILL BE 

POSTED ON THE INTRANET

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I HAVE A MEETINGI HAVE A MEETING IN 30 MINUTESIN 30 MINUTES. 

CAN YOU SEND ME THE LATEST 

PRESENTATION?

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IT’S ON THE INTRANET

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THESE SLIDES SUCKTHESE SLIDES SUCK.’I’LL MAKE MY OWN FOR THE MEETING

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DID YOU SEE THOSE SLIDES?HE JUST SOLD VAPOR & THE 

LOGO DOESN’T HAVE ENOUGH WHITESPACE TO 

BREATHE.

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MARKETINGMARKETING WORRIES MOREWORRIES MORE ABOUT LOGOS 

THAN CUSTOMERSCUSTOMERS

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WE GIVE THEMWE GIVE THEM THOUSANDS OF LEADSTHOUSANDS OF LEADS 

AND THEY NEVERAND THEY NEVER FOLLOW UPFOLLOW UP

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THESETHESE LEADS SUCKLEADS SUCK

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THERE’S A BETTER WAYTHERE S A BETTER WAY

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WEB 2 0 TOOLSWEB 2.0 TOOLS FOR SALES ANDFOR SALES AND MARKETINGMARKETING

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LISTENINGLISTENINGDISCOVERINGDISCOVERINGSHARINGSHARINGEXECUTING

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PERSONALIZEDPERSONALIZEDMESSAGINGMESSAGING

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ON DEMANDON DEMANDSALES READY TOOLSSALES READY TOOLS

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LEAD GENERATIONTHAT WORKS FOR

MARKETING & SALES

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PERSONALIZEDPERSONALIZEDMESSAGINGMESSAGING

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SMARTSMART CUSTOMERS WANT SMART^WANT SMART SALESPEOPLE

^SALESPEOPLE

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CUSTOMERS ONLYCUSTOMERS ONLY WANT 5 THINGSWANT 5 THINGS

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IMPROVE THEIRIMPROVE THEIR BUSINESSBUSINESS

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SAVE MONEYSAVE MONEY

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GROW THEIR SHAREGROW THEIR SHARE

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OPERATE MORE PROFITABLYOPERATE MORE PROFITABLY

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AND THEY WANTAND THEY WANT USEFUL CONCISEUSEFUL, CONCISE, TRANSPARENTTRANSPARENT CONVERSATIONSCONVERSATIONS

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SALES NEEDS INFORMATIONKNOWLEDGE

SALES NEEDS INFORMATIONSALES NEEDS INFORMATION^

Product information:Application

Internal information:Account details

Use casesFBAPricing

ormation Contact info

Account historyInteractions

form

ation

usiness  In

fo

Market information:StrategyP i i i

stom

er  Inf

External information:Business objectivesBusiness requirements

Bu PositioningCompetitionIndustry dynamics

Cus Business requirements

Competitive pressuresDecision makersDecision process

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phone calls

k i il

direct marketing

marketing email

marketing eventscustomer meetings

prospect meetingsadvertising

sales email

networking/referralsPR

analyst relationsInformationchannels

salesmarketingWeb lead capture

web content

customer & prospect 

customer & prospect communities

industry news

industry communities

k i bl

marketing communities

marketing social media

customer social

customer & prospectnews

customer blogsindustry blogs

industry social 

ymarketing blogs

customer social mediamedia

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SET UP LISTENING POSTS

INDUSTRY TRENDS

BRAND PERCEPTIONS

COMPETITIVE DEVELOPMENTS

CUSTOMER DEVELOPMENTS

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“IT’S LIKE HAVING A CONVERSATION WITH YOUR CUSTOMER ONLYYOUR CUSTOMER ONLY THEY DON’T KNOWTHEY DON T KNOW YOU’VE TALKED TO THEM.”YOU VE TALKED TO THEM.

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3RD PARTY ARTICLES

BLOG POSTSCASE STUDIES

3RD PARTY ARTICLES

COMPANY NEWS

PRODUCT NEWS

RESEARCH REPORTSVIDEOS & PODCASTS

TWEETS

RELEVANT REASONWEBINAR/EVENTS

RELEVANT REASONTO REACH OUTTO REACH OUT

BUILD A LIBRARY

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PERSONALIZEDPERSONALIZED EMAIL TO AEMAIL TO A PROSPECT FROMPROSPECT FROM SALES CONTACT ISSALES CONTACT IS 4X MORE LIKELY TO4X MORE LIKELY TO BE OPENEDBE OPENED

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IN THE REAL WORLDIN THE REAL WORLD

2. Article on CSC Collaborative Enterprise received in feed reader

3. Check blog – leave comment – subscribe to blog

4. Check Salesforce.com –Stu Downes is contact

ece ed eed eade to blog

5. Reach out to talk about ti b t CSC &

6. Got the meeting AND THE DEAL! connection between CSC & 

AttensaAND THE DEAL!

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ON DEMANDON DEMANDSALES READY TOOLSSALES READY TOOLS

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MARKETING NEEDS HELP

90% OF THE TOOLS THEY CREATE AREN’T USED

Source: American Marketing Association

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BE NICE SHAREBE NICE‐SHARE

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COLLABORATIVECOLLABORATIVE WORKSPACESWORKSPACES

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EASY TO FIND STUFFEASY TO FIND STUFFSEARCH

SPACES

TAGS

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EASY TO SHARE STUFFEASY TO SHARE STUFF

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EASY TO GET STUFF

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WHERE YOU WANT ITON THE WEBON THE WEB

IN FEED READER OR EMAILEMAIL

ON A PHONE

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EASY TO SEE WHAT WORKS

COMMENTSCOMMENTS & METRICS

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LEAD GENERATIONTHAT WORKS FOR

MARKETING & SALES

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“I LOVE SPENDING TONS OF MONEY

“I LOVE MAKING IRRELEVANTTONS OF MONEY 

GENERATING LEADS FROM PEOPLE WHO

IRRELEVANT CALLS TO PEOPLE WHO DON’TFROM PEOPLE WHO 

AREN’T WHO DON’T CARE.”

INTERESTED.”

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’THEY’RE NOT LEADS

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UNTIL THEY ARE

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IF YOU DON’T HAVE A MACRO VIEW OF YOUR 

LEADS, GET ONE

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PUT AS MUCH EMPHASIS ON THE LEAD FUNNEL AS YOU DO 

ON THE SALES FUNNEL

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SALES OPSMARCOM CLOUT

WEB MARKETING 

HUDDLETOP PERFORMER CLOUT

INSIDE SALES CLOUTINTRANET CLOUT

EXECUTIVE EXECUTIVEEXECUTIVE SPONSOR

EXECUTIVE SPONSOR

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DEFINE: LEAD

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IT’S ALL ABOUT TALKINGIT S ALL ABOUT TALKINGTEAMS THAT HUDDLE HAVE HIGHER ROI

COLLABORATIVELY DEFINE: SALES READY LEAD

DEFINE THE PROCESS: QUALIFY – FILTER – NURTURE – HAND TO SALESNURTURE  HAND TO SALES

FOCUS ON MARKETING PROGRAMS THAT BUILD RELATIONSHIPSTHAT BUILD RELATIONSHIPS

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NEXT 3 QUESTIONS FOR THE HUDDLE

1. WHAT DOES A MAP OF THE CUSTOMER DECISION PROCESS LOOK LIKE?2. WHAT DOES THE CONVERSION PROCESS2. WHAT DOES THE CONVERSION PROCESS LOOK LIKE?3 HOW CAN WE CLOSE THE LOOP ON EACH3. HOW CAN WE CLOSE THE LOOP ON EACH SALES LEAD GENERATED?

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TAKE MARCOM PEOPLE ON SALES CALLS.WATCH THEM GET HIT WITHWATCH THEM GET HIT WITH THE WAKE UP STICK.

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SO WHAT?

RELEVANT INTERACTIONS

CONTENT THAT WORKS

JUST IN TIME SALES TOOLS

MARKETING FEEDBACK

IMPROVED EXECUTION

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SERIOUS ROIORDER SIZE 21%

NUMBER OF WINS 21%21%

FORECAST ACCURACYFORECAST ACCURACYIMPROVEMENT

30%IMPROVEMENT

SALES CYCLE TIME 22%Source: Escaping the Blackhole: Minimizing the Damage from the Marketing and Sales Disconnect

Robert Schmonzees 2005

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READERS ARE LEADERS:Lead Generation for the Complex Sale, Brian Carol 2006

// / / / / /http://www.amazon.com/exec/obidos/ASIN/0071458972/startwithalea‐20

BLOGS NOT BOOKSBLOGS NOT BOOKSB2B LEAD GENERATION BLOGhttp://blog.startwithalead.com/

COMMENTARY ON SALES LEADERSHIPhttp://davesteinsblog.wordpress.com/

CUSTOMER CENTRIC SELLING BLOGhttp://www.customercentric.com/blog/

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scott niesenmarketing practitionerg p

[email protected]: sniesentwitter: sniesen

marketinggoon.wordpress.com


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