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The B2B marketing world has changed dramatically. Today's marketer must be technically proficient, possess strong analytical skills and be innovative in their approach to aligning effectively with their sales counterparts. They must determine how they will increase demand creation through effective lead generation, inbound marketing and more impactful sales enablement with the sales organisation. In his keynote, John Neeson will review five best practice strategies that are leveraged by high growth organisations for better alignment and effectiveness. Specifically, he will address the following: •A best practice demand creation framework •Strategies that best practice organisations are using to effectively align marketing and sales •A marketing model for inbound, outbound and sales driven demand creation •Best practice demand creation for the channel •Identification of buying cycle phases and alignment of marketing activities and budget according to sales requirements in each phase.
Citation preview
Best Practices in B2B: Sales and Marketing Alignment
John Neeson
Co-Founder/Managing Director
© Copyright SiriusDecisions.
All Rights Protected and Reserved.
Five Things Will Occur By 2015
1. The sales cycle will shift, increasing marketing’s importance in the early stages of the buying cycle
2. Demand creation will be measured in three ways – inbound, outbound and sales driven
3. Sales enablement move from tactical programmes to a strategic initiative
4. Marketing’s success will become increasingly technology driven
5. “Buyers journey” marketing will result in greater investment in customer experience
2
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Trends
• Online Marketing: Today 58% of all leads come from the web increasing to
71% by 2015.
• Performance: Organizations leveraging the web who market to the buyers
journey, have strong sales alignment and effectively use marketing automation
create twice as much pipeline as those who do not.
• Technology: B-to-B companies doubled their investment in marketing
technology in the last five years with 70% saying they will increase further in
the next five.
• Skills: Less than 25% of organizations utilize marketing technology to its
fullest.
• Enablement: The greatest barrier for a sales person not achieving quota (52%
of the time) is from the inability to demonstrate value or lack of customer
knowledge.
• The Sales Cycle: More prospect interaction is now occurring online shortening
the actual time for sales engagement. The need for a digital relationship has
never been higher.
3
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Trend: Most Used Research Techniques
SiriusPerspective: Decision makers rely on Internet search and their teams and colleagues when completing research. .
25% 23% 24%
22% 22% 21%
20% 22% 21%
12% 11% 10%
22% 21% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CXO VP Director
Ask my team or colleagues for options
Access a social media community
Call an industry analyst
Call an industry peer
Search on the Internet
4
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Trend: Later Interaction With Sales
SiriusPerspective: Engaging with sales is happening later in the buying cycle, after decision makers know they are going to make a decision. .
14%
26% 22%
26% 11%
25%
23% 32%
25%
5%
8% 3% 13%
5% 5%
15% 18%
16%
1% 3% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CXO VP Director
I never engage with a vendor sales person
Other (specify)
Only after I know I am going to make a decision
After consuming a substantial amount of the firm's marketing
After an industry analyst suggests
I engage to keep up with the industry
When I am curious on the company/product
After my team sells me on reason to change
5
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ROI Definitions
SiriusPerspective: The meaning of ROI varies by job title and role; first identify your target, then align with their definition.
40% 42%
33%
16% 13%
8%
28% 32%
33%
7% 5%
11%
1%
5%
8% 8% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CXO VP Director
Other (specify)
Ease of use
Solution we can agree on
Competitive impact
Time saved
Money saved
6
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Trend: CXO Interactions With Marketing
SiriusPerspective: By the time the sales person engages with the CXO, a dialogue has begun digitally and opinions have begun to be formed.
Losing the
Status Quo
Committing to
Change
Exploring
Possible
Solutions
Committing
To a
Solution
ROI for
Decision
Vendor
Selection
Online Relationship
Sales Process
• Search The Internet
• Access Peers
• Internal Project
Discussions
• Find Content
• Assign Team
• Engage Sales Person
• Case Study
• Peer Engagement
• Committee Engagement
• ROI Content
• Save Money
• Save Time
• Competitive
Engage Influence Enable CXO Actions
7
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Marketing Around The Journey
SiriusPerspective: Today’s marketing ecosystem centers on the buyer’s journey, where marketing disciplines must effectively work together.
8
Education
Buyer
Journey
Outbound
Demand
Inbound
Demand
Sales
Enablement Sales
Demand
• Account-Based Marketing
• Pipeline Acceleration
• Opt-In Programs
• SEO/SEM
• WCO
• Social Media
• Sales Playbook Content
• Sales Tools
• Channel Enablement
• Case Studies/Reference
• Lead Generation Programs
• Reconstitute Programs
• Recycle Programs
• Channel Demand
Customer Marketing
Content
Strategic Communications
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Best Practice Attributes
Sales Pipeline Sales Alignment
Program Mix Integrated
• 30% + Sourced*
• 70% + Influenced*
• Not a Leads Only Focus
• Flexible Programs
• Strong SLA’s
• Targeted and Sales
Stage Based
• Multi-channel
• Web Centric
• Nurturing Model
• Best Practice Syndication
• Based on Buyer Journey
• Multi-Touch Programs
• Data Centric
• Web Focused
SiriusPerspective: While there are many differences between average and high performing companies, four characteristics are consistent.
* Varies by organizational size and target markets 9
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Task Families Surrounding the B-to-B Waterfall
SiriusPerspective: To drive best-in-class performance, sales and marketing must align around five waterfall-based jobs.
10
The use of traditional and
social media to set the
stage for demand creation
SEED
The generation of “original”
demand, with a focus on
quality vs. quantity
CREATE
Efforts geared to help sales
move deals more quickly
through the pipeline
ACCELERATE
Helping reps increase their
productivity, both for sales-
and marketing-sourced
demand
ENABLE
Care and feeding of
prospects that aren’t ready
for sales, or that have fallen
out of the waterfall
NURTURE
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Average vs. Best – in - Class
SiriusPerspective: High performing companies market to all areas of the waterfall to impact performance.
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Waterfall Conversion Rates
Inquiries
4.1%
Marketing Qualified
Leads (MQLs)
Sales Accepted
Leads
Sales Qualified
Leads (SQLs)
Closed/Won
Business
5.8% 9.7%
Average Strong Best-in-
Class
62% 65.6% 74.5%
47.5% 56.4% 60.5%
22.1% 26.9% 30.7%
What do high performing
companies do differently?
SEED
CREATE
NURTURE
ENABLE
ACCELERATE
Getting to Alignment
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What is Alignment?
SiriusPerspective: There are four key areas of alignment between marketing and sales.
Key Issue: How do your customer’s buy?
Buyers Journey Activity Alignment
Deliverable: Buyers journey model sales and
marketing will use as a common denominator for
strategy, process and activity alignment.
Key Issue: What are the sales and marketing
activities along the buyers journey?
Campaign Structure
Key Issue: What is language, structure, and
visual descriptions you will use to describe
marketing and sales efforts?
Deliverable: One view on campaign
nomenclature, lead definition and SLA’s between
sales and marketing.
Deliverable: Identification of marketing programs, sales
requirements / process, and role clarification at each stage of
the buyers journey.
Planning / Measurement
Key Issue: How will the planning and
measurement process change as a result of
buyers journey?
Deliverable: Waterfall model of closed loop
measurement. Integrated marketing planning
model.
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Aligning Marketing Programs
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Qualification
Propose
Solution
Validation
Suspect
Solution
Identification
Committing
to Change
Exploring
Possible
Solutions
Justifying
the
Decision
Committing
to a Solution
Product Launch Promos/Offers Events/Webinars Account Based Marketing
CREATE
Website/SEO/SEM Self-Guided Demos Analyst Reports Lead Nurturing Programs
NURTURE
Presentations In-Person Demos Competitive Tools Customer References
ENABLE
Trials/Proof of Concept ROI Tools Exec Briefings Pipeline Acceleration Programs
ACCELERATE
Suspect
Loosening
of the
Status Quo
Advertising Thought Leadership Global Campaigns
SEED
Tactics and Programs
Making the
Selection Close
Customer Newsletters Online Communities Value Review Relationship Marketing
RETAIN
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Service Level Agreements: The Ties That Bind
SiriusPerspective: Two sets of core SLAs must be created, and adjusted over time based on data.
15
Teleprospecting Demand Center/
Field Marketing Field/Channel
Sales
Lead acceptance
Timeframe
Bypass/exceptions
Disposition
Special program alignment
Lead acceptance
Timeframe
Disposition
Rep alignment
Program alignment
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Demand Type and Lead Level
SiriusPerspective: : Demand type also will provide significant guidance in terms of the “type” of lead you are looking for.
16
New Concept
New Paradigm
Established
Market
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Teleprospecting
Sales
Demand Generation: Critical Process
SiriusPerspective: Best practice lead delivery requires common process, definitions, rules and timeframes.
17
Marketing
Accept
Source
Qualify
Deliver
Target agreement
Programs/tactics
Lead definition
Scoring
Nurture
Disposition rules
Volume rules
Notification
Accept/
Reject
Timeframe
Accept/reject rules
Notification
Qualify
Deliver Disposition rules
Volume rules
Notification
MQL definition
Engagement rules
DQ rules
Reject
Disqualify
Accept/
Reject
Qualify
Pipeline
Reject
Disqualify
Timeframe
Accept/reject rules
Notification
CRM adoption
Engagement rules
DQ rules
CRM adoption
DQ rules
Timeframes
Accept
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Understand Message Needs for Different Tactics
• Inbound (Indirect) Tactics:
– Traditional advertising/branding
– Public relations
– Analyst relations
– Search engine optimization
– Search keyword sponsorship
– Association marketing
– Celebrity sponsorship
– Cause marketing
– Content syndication
– Banner/online advertising
– Social media (e.g. blogs, microblogs, communities)
– Trade shows (virtual, traditional)
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• Outbound (Direct) Tactics
– Newsletters
– Internal/third-party teleprospecting
– Direct mail
• Offers (Examples)
– White papers
– Trials/demos
– Live Events/seminars/roadshows
– User conferences
– Online events: webcasts/webinars
– Financial incentives
Source: SiriusDecisions
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Create awareness
around a new problem
Align problem with
business issues; drive
urgency
Help buyer
identify needs in solving
the problem
Align solution
with specific sets of
business needs
Demonstrate core features
and functionality
Validate/ reinforce choice
Integrated Campaign Framework
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Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a solution
Justifying the decision
Making the selection
Education Solution Vendor Selection
BUYING CYCLE
TOUCHES
NEW CONCEPT NEW PARADIGM
ESTABLISHED MARKET
Education
Education
Solution
T1 T2 T3
Solution
Solution
Selection
T1 T2 T3
Selection
Selection
Selection
T1 T2 T3
MESSAGING
Reputation Demand Creation Sales Enablement
White Paper Webinar Case Study White Paper Event Webinar Analyst Report Case Study Peer Interaction
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Technology Integration
Web site
Web analytics
Web content
Management Marketing
Automation
Platform Contact
management
CRM
SFA
Behavior &
performanc
e analysis Lead
delivery
Contact
information
Pipeline
metrics
Marketing Database
Campaign Mgmnt
Lead Mgmnt
Advanced Features
Business Intelligence
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Summary
• Effective alignment begins with a consistent language,
SLA’s and a measurement system.
• High performing organizations uniquely generate over
30% of the sales pipeline and influence over 70%.
• The integrated campaign model is all about the
customer / prospect journey not a single marketing
tactic.
• The marketing mix is evolving to be more digital with
tight integration with inbound activity.
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