AGENDA
Introduction
Where are you in the Alignment Spectrum?
Potential Options for Alignment
Marketing & Sales or Buyer Focus?
Marketing & Sales Alignment
State of the Union
Best Practices
Buyer Journey Integration
Integrating the Buyer into Alignment
Building the Alignment Model
Charting the Buyer Alignment Course Forward
SETTING THE STAGE
Struggle to align processes, tools, approach
Who owns what?
Buyers are hijacking the sales process
Channels are multiplying faster and faster
Alignment is getting more elusive
ALIGNMENT CHOICE
Aligning marketing and sales?
Aligning with the buyer?
Keep the focus on ENGAGEMENT
Buyer Alignment Framework
Drive alignment within your marketing and sales teams from a buyer perspective
M S +B
Lean Growth
More with Less
Hidden Sales Cycle
Inconsistent Lead
Definition
Growth of Channels
Pressure on ROMI
Tight Budgets
87% of the terms sales & marketing use to
describe each other are negative.
Corporate Executive Board
Only 45% of companies have established a
company-wide definition of a sales-ready lead.
MarketingSherpa
Companies with strong sales & marketing alignment get 20%
annual revenue growth.
Aberdeen Group
Organizations that integrate sales and
marketing outperform those who do not by 25%
Sirius Decisions
ALIGNMENT BEST PRACTICE OPTIONS
SHARED DATABASE & SYSTEMS
ON DEMAND ACCESS TO ALL ASSETS
JOINT DEFINITION OF LEAD TYPES
REGULAR GROUP
MEETINGS
COMMON METRICS
DUAL BUDGET &
TARGET INPUT
JOINT DEFINITIOIN
OF LEAD TYPES
CMO & CSO
MEETINGS
INTEGRATE PROCESS
& SYSTEMS
Resource
Define
Communicate
WHERE IS YOUR ORGANIZATION?
Option Unaddressed Implementing In Place
On Demand Access to all Assets
Shared Database & Systems
Joint Definition of Lead Types
Common Metrics
Dual Budget & Target Input
Regular Group Meetings
Regular CMO & CSO Meetings
Process/System Integration:
Quick Assessment
ALIGNMENT BEST PRACTICE OPTIONS
PRODUCT PLANNING
PlanASSCESSING CUSTOMER
NEEDS
VALUE PROPOSITION
DEVELOPMENT
PROGRAM & CAMPAIGN
INPUT FROM SALES
DEVELOP JOINT
METRICS TargetANALYZE &
SELECT TOP TARGETS
INTERNAL LAUNCH -
PROGRAMS &
CAMPAIGNS
INTEGRATE ACTIVITIES
Message
WHERE IS YOUR ORGANIZATION?
Option Unaddressed Implementing In Place
Assessing Customer Needs
Product Planning – Dual Input
Value Proposition Development
Together
Program & Campaign Input from Sales
Internal Launch – Programs &
Campaigns
Analyze & Select Top Targets
Develop Joint Metrics
Integrate Activities:
Quick Assessment
ALIGNMENT BEST PRACTICE OPTIONS
PUBLISH & EMPHASIZE
JOINT METRICS
SHARE RESULTS:
INDIVIDUAL & JOINT
INCLUDE MARKETING
IN KEY ACCOUNT STRATEGY
FOCUS MARKETING:
FIELD, CORPORATE,
CHANNEL
CHIEF CUSTOMER
OR REVENUE OFFICER
TIE REWARDS
TO RESULTS
CHIEF CUSTOMER
OR REVENUE OFFICER
ENFORCE USE OF
SYSTEMS
INFLUENCE CULTURE
Review
Focus
Lead
WHERE IS YOUR ORGANIZATION?
Option Unaddressed Implementing In Place
Share results – individual & joint
Publish & emphasize metrics
Marketing Role in Key Account Strategy
Enforce use of systems
Split/Focus Marketing: – Field,
Corporate, Channel
Chief Customer or Revenue Officer
Tie rewards to results – both teams
Influence Culture:
Quick Assessment
KEY AREA: SLA FOR MARKETING & SALES
M A R K E T I N G T O S A L E S
Amount and quality of leads
delivered
# of Marketing Qualified Leads a
sales rep need to make quota
What % of sales opportunities will
marketing originate?
What % of sales opportunities will
marketing influence?
S A L E S T O M A R K E T I N G
Speed and depth of lead follow-up
How many call/email attempts should sales make for every lead
With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
How much prospecting will sales do on their own?
KEY AREA – MUTUALLY DEFINE LEAD TYPES
Almost 75% of all leads are
never sales ready.
- Marketing Sherpa
Visitor Marketing Qualified
Lead (MQL)
Sales Accepted
Lead (SAL)
Sales Qualified
Lead (SQL) CLOSED DEAL
Nurture Lead
MARKETING METRICS TO CONSIDER
# of net new companies (key identified targets)
# of net new contacts (right role, not just anyone)
# of contacts being touched with a marketing message by week - net new contacts vs. those in nurture programs
# of inbound requests
# of people hitting a landing page, then jumping to corporate site for product/service info.
# of people originating at blog and jumping to site (product
pages, solution pages)
# of new sales meetings set from marketing lead generation
# of marketing leads moved to QUALIFED in sales pipeline
# of marketing leads moving to a proposal
# of marketing leads moved to close
MARKETING METRICS THAT DRIVE SALES
WHY BUYER ALIGNMENT?
BUYER FOCUS
STRATEGY
MARKETING
ALIGN
TACTICS
SALES
25% HIGHER
QUOTA ATTAINMENT
20% HIGHER
WIN RATES
5X
LESS DISCOUNTING
3X COMPETITIVE WIN RATE
THE INFLUENCE OF THE
HIDDEN SALES CYCLE
Source: The 2012 B2B Buyer Behavior Survey , Demand Gen Report
POSES CHALLENGES FOR:
TARGETING
MESSAGING
CONTENT
Source: The 2012 B2B Buyer Behavior Survey , Demand Gen Report
BUYER TYPES CRITICAL TO
ALIGNMENT
TIMELINESS
RELEVANCE
CONTENT AMOUNT
THOUGHT LEADERSHIP
RECOMMENDATIONS
Source: The 2012 B2B Buyer Behavior Survey , Demand Gen Report
IMPLICATIONS FOR MARKETERS & SELLERS
Define buyer stages (not the same as sales stages)
Content at every stage, usable for building business case
Awareness & Education content is NOT enough
Later stage content for both
Buyer and Sales Team
Problem/Solution Focused,
not Feature/Benefit Focused
Train for Consultative Conversations,
not Presentations
Source: Opus #1 © 20089- 2010
Key Shared / Overlapping Areas
Role for Marketing throughout
the Sale & Beyond
How can Sales help here?
GETTING THE LAY OF THE LAND
Stage 1 – Marketing & Sales Alignment
Stage 2 – Integrating the Buyer
Stage 3 – Align Messaging & Content with Buyer Focus
Market
Assessment
Lead
Definition &
Qualification
(MQL)
Lead Gen &
Nurture
Customer
Retention
Programs
Customer
Relationship
Development
Lead Gen &
Opportunity
Development
Lead
Definition &
Qualification
(SQL)
Territory &
Account
Assessment
Marketing SalesBuyer Aligned
Buyer Personas
Joint Systems
(CRM, SFA)
Joint SLAs
Market &
Channel
Planning
Territory &
Account
Planning
Go-To Market Strategy
Key Accounts Strategy
Buyer Centric
Messaging
Buyer Centric
Enablement
Value
Proposition
Development
Value
Proposition
Development
Renewals
Account Penetration
Upsell / Cross Sell
ASSESS
SEGMENT
PLAN
MESSAGE
ENABLE
OPPORTUNITY
MANAGMENT
Prod/Serv
Training,
Playbooks
Sales
Process,
Methodology
& Skills
MESSAGING - 3 TYPES OF VALUE PROPOSITIONS
Benefits Driven
Alternative Driven
Customer Driven
FUNCTIONDoes this
And this
And this
BENEFIT
# 1
# 2
# 3
FEATURE
# 1
# 2
# 3
Make the Choice!
Get Input from Marketing, Sales,
Product/Service Lines
3 TYPES OF VALUE PROPOSITIONS
Benefits
Driven
Alternatives
Driven
Customer
Driven
Includes All benefits of your
product
Differentiators
versus next best
alternatives
Points that deliver the
most customer-defined
value
Answers Why should I buy
your product?
Why should I buy
your product
instead of
competitor’s?
What is most important
for me to consider in
making a decision?
Requires Product
Knowledge
Product and
competitor
knowledge
Product, competitor, and
customer knowledge
Issue Benefit
assumptions
Value assumptions Depends on customer
research
Shift the Question and Have the
Conversation the BUYER Needs
to Have
MAKING VALUE DRIVER CHOICES
AnalysisRegulationsChallengesObjectives
NegotiationValidationEducationJustification
Tune Messaging to the Buyers’ Drivers
CONTENT TYPES BY BUYER STAGE
General Education
ProductService Info
Industry White Paper
Seminar / Webinar
Interactive Topical Games
Analyst Magic Quadrants
Business Case
Solution Whitepaper
Case Studies
Seminar / Webinar
Social Media
Case Studies
Evaluation
Product Service Review
Technical White Papers
Demo / Trial
Analyst Reports & Reviews
Assessment Tools
Shortlist
Buying Guide
Competitive Comparisons
VideoTestimonials
Action Oriented
Check Lists
Decision
Customer References
ROI Calculators
Pricing Models
ProposalPresentation
CONTENT SELECTION DRIVES
BUYER & SELLER CONVERSATION
FINAL THOUGHTS
Get your Marketing & Sales house in order- Solidify and communicate Lead Definitions
- Ensure systems are available and usable by both teams
- Develop SLA for Marketing & Sales people to commit to
Then Integrate Buyer Focus into Alignment
Foundation- Account Planning
- Messaging – by Buyer Type, Industry, Title
- Turn Sales Training into Buyer Enablement Training
KNOWLEDGENCE OFFER360 Degrees of the Customer
Strategies & Tactics for Marketing, Sales and
Service
By Lisa Dennis, Charles Dennis and Lori
Richardson
Marketing, Sales and Customer Service are three
disciplines that all overlap at the same point: the
customer. All customer touch points should be
integrated with each other, a theory that makes perfect
sense in the abstract, but is hard to do in the
reality. Presents strategies & tactics to keep the
customer promise.
Price: $19.00
Go to:
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