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Bridging the sales marketing divide. !Presentation delivered #fusionmex on June 11th 2014!

To jump or not to jump. !That’s the question.

Why do goldfish jump bowl?

A study from the University of Maryland !identified three reasons…

1. The water becomes too hot. !2. There is more food in the other bowl. !3. It is more fun in the other bowl

Does all this has anything to do with !the sales marketing divide?

It sure does.

In most companies marketing !and sales are in two different bowls.

Sales Marketing

That has always been a problem.

Sales Marketing

But recently things got worse and !an increased activity of sales !people jumping over to the marketing bowl!has been detected.

Sales Marketing

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This is why… !

All this is now marketing

Sales Sales

This is what is !left for sales.

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So sales is running. !To find new customers before marketing does…!To follow-up on leads marketing transferred…!

Or to join marketing where all the fun seems to be…!

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This is going nowhere. !

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Time to decide on where you put the sales marketing divide in your organisation. !

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We have identified four types of sales-marketing collaboration typologies.

Type 1 Type 2 Type 3 Type 4

• Sales is selling. !• Marketing builds the

brand. !• To a limited extent

marketing develops sales support materials. !

• Content marketing activity is low and all about what the company has been achieving. !

• Marketing is generating all leads!

• Marketing activate s up-selling and cross-selling opportunities. !

• Sales is involved in the closing process when required. !

• Content marketing and customer engagement are the main lead generators.

• Marketing generates some of the leads.!

• Marketing generated leads are transferred to sales who decide on follow-up. !

• Sales owns the sales funnel. !

• Content marketing activity is limited.!

• Focus on web traffic generation, e-mail and events.

• Marketing is generating all leads. !

• Qualified sales ready leads are transferred to sales for follow-up. !

• Sales is accountable for lead follow-up. !

• Content marketing and customer engagement are fully integrated in the lead generation process

Marketing as a cost Marketing as a revenue generator

COMPANIES WITH STRONG SALES & MARKETING ALIGNMENT GET24% ANNUAL REVENUE GROWTH.

Less  aligned  competitors  have  a  7%  decrease

In general we advise to consider marketing as the architect and operator of the perpetual selling process

We consider sales on the road as fixers moving in to handle specific situations. Like signing the first order or negotiating terms of collaboration.

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To succeed in the double funnel, in the New Selling, in Sales 3.0 you can - in some cases - do without sales people but never without selling skills. !

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This is good news for sales people who can put their unique skills to use in the selling process in stead of spending a quarter of their day in traffic jams. !

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1980 : Go out and make some sales visits. !

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!2014 : Use your unique selling skills to develop actions and routines that will move customers through the double funnel model.

Need for people understanding

awareness creation

Need for people understanding the

lead nurturing! process

Need for people understanding

data management and marketing

automation

Need for people understanding the art of negotiating

and closing

The skills you need to operate The New Selling and Sales 3.0 processes.

Need for people understanding

awareness creation

Need for people understanding lead nurturing

Need for people understanding

data management and automation

Need for people understanding the art of negotiating

and closing

Model 1 Marketing and sales as communicating silo’s with strict rules related to lead transfer, follow-up and reporting.

Model 2 Marketing in the lead of the selling process and sales as special intervention team.

Model 3 Integrated customer engagement department with sales, marketing and automation specialists working together or revenue generation

!Organisational

concepts

Organisation of sales marketing resources

MarketingSales

Technology The heart of the !selling process and !

the ideal mixture !of competences to !operate Sales 3.0

The integrated customer engagement department.

Time for sales people, marketing !people and automation specialists !to gather in one bowl.

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Do you see the opportunities? !

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Sales 3.0 !Lead. !Follow. !Or get out of the way.!!

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Turning opportunity into sales results. !Business!remodelling

Organisational consulting

Sales process design

Commercial performance improvement

!patrick.maes@cpi-consulting.eu !Twitter @patrick_cpi!www.cpi-consulting.eu

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