The Next Competitive Advantage
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- Noreen Harrington
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1 Sales & Marketing Alignment The Next Competitive Advantage Debbie Williams B2B Consultant, SMART B2B Marketing Chair of the IDM B2B Council
2 Agenda 9.00am - Registration & refreshments 9.15am Welcome, Introductions & Expectations for the day 9.30am - Context setting - Where do Sales & Marketing need to align? - Practical tactics, communicating Marketing s value & handling objections 11.00am Break 11.15am Best practise Case study 12.00pm Overview of the key tools and technologies with best in class Case Studies 13.00pm - Lunch 14.00pm - Best practise Case study Concur Technologies 14.45pm Group exercise on live business issue with working break 16.00pm Advice on the latest research, books and white papers & Q&A 16.45pm - Summary and conclusion of the day
3 Introductions.. key issues. & expectations for the day?
4 What is the B2B Marketing Role? To leverage highly profiled, segmented data and business intelligence to deliver multi-channel marketing programmes to increase brand awareness/consideration & conversion to deliver incremental, measurable revenue and superior Return on Marketing Investment, as well as equipping Sales to sell >>>> Accountable Marketing <<<< Debbie Williams
5 Typical B2B Sales Cycle Challenges A considered complex sale/purchase Extended sales cycle times Effective lead nurturing to conversion High price/ high value sales deals Growing Decision Making Unit BUT also: Volume transactional type selling Debbie Williams
6 Different Organisations need different approaches.. Different Sales Organisations Direct Indirect ecommerce Different Marketing Structures Company wide Marketing (Central & Field) Key Account Marketing Channel Marketing Telemarketing Debbie Williams
7 To what extent is aligning Sales and Marketing an important objective for your organisation?
8 Do you think that your organisation's Sales and Marketing activities should be better aligned?
9 What would you say are the most significant consequences of mis-alignment?
10 Sales & Marketing Collaboration is NOT easy! Poor quality leads They waste valuable time & is secondary to Sales Sales do not follow up on marketing leads Sales claim all the success We bring in the business Brochures & colourful charts They spend lots of money Sales claim they can do marketing as well Sales do not understand the value of brand Marketing is a distinct profession
11 The Sales & Marketing Imperative! Alignment across the Business
12 Stages of Sales & Marketing Alignment Ad Hoc Focus on Individual Tasks Defined Distinct areas of Collaboration Aligned Joint Plans, Programmes & Outcomes
13 Sales & Marketing Dynamics
14 What are the Key Elements for Success? Strategic Marketing Strategy & Plans Business Strategy & Plans Sales Strategy & Plans Tactical Lead Generation Marketing Salesforce Effectiveness Branding & Customer Engagement Success Lead Pipeline Management Sales Closure Metrics Dashboard Goals.. Plans..Culture... Language.. People.. Measurement
15 Strategic Be heard at Board Level...earn your seat at the table! Internal Influencer Marketing Tactics Internal Marketing Programmes Internal/External Marketing Campaigns
16 Tactical Level - Typical Campaign Journey Advertising/promotion Awareness Lead Generation Target Group > PPC/SEO > Social Media > Online Advertising > Online Communities > Thought Leadership > Events > PR/AR Consideration > campaigns > Sponsored > Social Media/Search > Whitepapers > Videos/Podcasts > Targeted DM Evaluate > Webinars > Referrals > Casestudies Purchase Customer > Direct or Partner > F2F or conf calls Customer Advocacy Post - Purchase & Customer Relationship Building
17 Tactical Level Sales Input: Competitive Intelligence; Target audience; Geography; Customer pain points; Compelling commercial offer Campaign Planning Sales: Revenue & Feedback Reporting & Analytics Lead Follow-Up & Sales Sales: Lead Follow Up Value Proposition Commercial Offer Dev. Closing the Loop Response Generation & Lead Qualification Creative & message across media pieces Evaluation & Testing Production & Execution Key Sales Tools Developed Conducted at a core & regional level Sales Input: Cross check & endorsement
18 Tactical Level - Helping Sales to Sell Knowledge & Skills Transfer To equip the Sales Force (both internal & external) with timely, relevant, compelling propositions, communications, opportunities & tools to maximise Sales Force Effectiveness
19 Tactical Level Sales Force Efficiency vs Effectiveness BUSINESS TO BUSINESS MARKETING SALES EFFICIENCY Getting in front of the right customers, for the right amount of time, at a minimum cost SALES EFFECTIVENESS Maximising Sales Potential Once in Front of the Customers Tools Tools Debbie Williams Brand Awareness Integrated Marketing Communications Co-Marketing Account Marketing Business/Market Intelligence Sales Tools Professional Development Customer Collaterals Motivation/Incentives
20 Tactical Sales Enablement Tools Business Intelligence Sales Kits Customer Presentations Sales Guides Success Stories Customer Proof Points Sales Training Curriculum Blended Knowledge Training TM Packaged Campaign Sales Agents Packages
21 Telemarketing Programmes Packaged Solutions containing: edm shot Call prompts / Telemarketing Scripts Fulfilment pieces (hard and soft copies) Commercial Offer / Call to Action Sales Agents Equipping Sales Quick Reference Guides Cheat Sheets Product Training Lead Qualification training Contact Centre Agents Internal Sales Teams Hunter Sales Teams Classroom
22 Success Level: what KPIs? Profitable Revenue closed & growing Strong Order momentum / increased Opportunities to bid Greater Customer Acquisition Lower Churn rates & rising Customer Satisfaction Higher Customer Lifetime Value Greater share of wallet - customer focused rather than product focused metric Improved Brand sentiment.. Q: What is Success in your organisation? Sales & Marketing should define & agree this together!
23 Marketing Sherpa B2B Tech Marketing Benchmarks 2008/9
24 Success Level : Lead Pipeline Management Customer Buying Process Interest Learn Evaluate Justify Purchase Suspect Inquiry Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Sales Qualified Lead (SQL) $$ Marketing validates quality of interest. Marketing nurtures to sales ready. Sales validates and accepts ownership. Sales validates BANT criteria Sales closes revenue opportunity. Sales & Marketing Process
25 Manual Calculations ,000 budget 2666 prospects 13 responders 0.5% 25% Customer Touches 5,066,400 Responders 25,332 CPA: 120 CPA: 0.6p 3 leads Leads 6,333 CPA: % 1 customer Orders 1,900 CPA: :1 ROI Average transaction 5k an order REVENUE 9,500,000
26 Or just start simple. 1. Volume of marketing qualified leads 2. Quality of leads # accepted by Sales & positive feedback Ultimately closing business 3. Revenue pipeline created & forecasted 4. Return on Marketing Investment (RoMI) i.e. mktg spend vs revenue ratio Debbie Williams
27 Don t forget to track other interesting metrics! Marketing leads to sales conversion rates & trends % Leads not actioned / rejected by Sales % Leads turned into opportunities by Sales % opportunities converted into closed revenue by Sales IMPORTANT: Identify the true process and performance gaps
28 Digital Dashboard Reporting Key Dashboards visible to Sales & Marketing
29 Practical Tactics & Tips
30 Tip #1: Understand Each Other s Value Why are Sales & Marketing important to each other? Sales to Marketing: Lead Qualification & Sales Closure Brand Ambassadors Customer Insight Market / Competitor Intelligence Value Proposition input & validation Commercial Offer input Marketing to Sales: Brand Communications Lead Generation Reasons to Call Sales Tools Events, Seminars etc Market/Competitor /Customer Intelligence
31 Tip #2: Speak the Same Language! Sales Marketing Campaign planning Creatives & Copy Value Propositions Calls to Action / Assets Multi-Channel Campaigns Micro-sites Opens; CTRs; downloads; Form conversions etc etc Time=Money Reasons to Call/Hook Sales Targets (Mthly/Qrtly) Propensity to Close Sales Pipeline/Forecast Profit Margin Bonus & Kickers ROI etc etc
32 Tip #3: Agree on a Lead Definition A lead is a pre-qualified Sales Opportunity that: Budget visible or planned Authority Need Timescale A lead is NOT: A response to a campaign or request for further info A project with neither budget or time scale An expressed interest Agree Success Targets
33 Tip #4: Agree on who will receive the Marketing Qualified Leads Priority: hot Budget: >$ XX,000 Priority: viable Budget: >$ XX,000 Named, strategic, accounts Direct Sales Priority: hot Budget: <$ XX,000 Priority: viable Budget: <$ XX,000 Channel Partners Priority: future Lead Nurture
34 Tip #5: Sales Closed Loop Feedback Define when & how? An agreed process is key. Ensure that you respond to the feedback Sales need to know they are being heard You do not have to agree! Iterative process for improvement 80% of B2B Marketers do not receive any feedback once it has been passed onto Sales MarketingSherpa Survey 2009
35 Don t narrow your Audience! Business Financial Controlling Financial Analysis System set up of Marketing promotions RoMI view Budget allocations! Finance Sales Sales Plans Market feedback Brand Ambassador Campaign promotion Campaign feedback Lead conversion & opportunity Lead follow up and reporting Working Together Data Processing Set up Databases Hosting Software & System System integration System admin & support Security IT/Ops Marketing Develop & execute marketing plans Target segmentation Contact programmes for prospects & customers Channel design & management
36 Agenda 9.00am - Registration & refreshments 9.15am Welcome, Introductions & Expectations for the day 9.30am - Context setting - Where do Sales & Marketing need to align? - Practical tactics, communicating Marketing s value & handling objections 11.00am Break 11.15am Best practise Case study: Clarify Solutions 12.00pm Overview of the key tools and technologies with best in class Case Studies 13.00pm - Lunch 14.00pm - Best practise Case study Concur Technologies 14.45pm Group exercise on live business issue with working break 16.00pm Advice on the latest research, books and white papers 16.30pm Q&A 16.45pm - Summary and conclusion of the day
37 Technology for Sales & Marketing Integration
38 Sales & Marketing Automation Vendors Marketing Automation Sales/CRM Automation
39 Technology - Key Benefits Key Enabler of Alignment Single Version of the Truth Audit Trail of the full Customer Buying Cycle Automation of routine processes & tasks provides greater efficiency & effectiveness The successful automation of lead management processes spanning marketing & sales can increase conversion rates by as much as 50% Gartner: How CMOs can close the Sales & Marketing Divide, 4. September 2008
40 Agenda 9.00am - Registration & refreshments 9.15am Welcome, Introductions & Expectations for the day 9.30am - Context setting - Where do Sales & Marketing need to align? - Practical tactics, communicating Marketing s value & handling objections 11.00am Break 11.15am Best practise Case study 12.00pm Overview of the key tools and technologies with best in class Case Studies 13.00pm - Lunch 14.00pm - Best practise Case study Concur Technologies 14.45pm Group exercise on live business issue with working break 16.00pm Advice on the latest research, books and white papers & Q&A 16.45pm - Summary and conclusion of the day
41 Reference Sources
42 Interesting Blogs! Marketo: 7 Strategies to building Sales & Marketing Alignment Marketo: Best Practises in Sales & Marketing Alignment Brian Carroll s B2B Lead Generation Blog MarketingSherpa Anatomy of a Best-in-Class Organization: Best Practices in Sales and Marketing Alignment, Aberdeen Group, 2008
43 Recommended Books Sales & Marketing the Six Sigma Way Michael Webb & Tom Gorman The Fundamentals of Business to Business Sales & Marketing John M. Coe World Class Selling: The Crossroads of Customer, Sales, Marketing & Technology Jim Holden Alignment: The Secret to Getting Your Sales and Marketing Teams Working Together by Rod Sloane
44 The Profit Maximization Paradox: Cracking the Marketing /Sales Alignment Code Glen S Petersen Closing the Gap Report The Sales & Marketing Alignment Imperative CMO Council Tools Recommended Books The Annuitas Group Lost ROI tool The Annuitas Group Lead Management Audit Checklist
45 In Summary.
46 Impact of Sales & Marketing Alignment
47 Why Align? > Companies with successful SMA: Grew 5.4% faster YoY than their competitors (1) Churned 36% fewer of their customers to their competitors (1) Were 38% better at closing proposals than non-aligned businesses (1) Leads to 25% more proposals resulting in sales (2) An average 10% more Sales people reaching quota (3) > Who is doing this well? Source #1: MarketingProfs Source #2: CSO Insights: 2009 Sales Performance Optimization Survey Source #3: CSO Insights: 2011 Sales Performance Optimisation
48 Remember.key tips 1. It s not easy & it will take time! 2. Start small 3. Engage with one of your friendly sales teams to start 4. It s an iterative process - gather feedback to refine 5. It s all about Partnership & Trust Trust takes time to build, Seconds to lose, And twice as long to regain As it did to build in the first place Anonymous Quote
49 However Ultimate Success between Sales & Marketing is a signed CONTRACT & SLA of conduct in Partnership
50 Sales & Marketing Alignment The Next Competitive Advantage Thank You! Debbie Williams B2B Consultant E:
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