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Jim describes how to build a model that engages sales in the go-to-market process. He explains his view on how best to balance programme budgets and headcount. And he goes on to discuss how to make the necessary tough decisions to ensure you enter the next era of marketing equipped to succeed.
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Winning budgets anWinning budgets an
Jim Cassidy Chief Marketing Officer - StepS
nd engaging salesnd engaging sales
Stone ASA
Reaching f ifor opportunity
TODAYTODAY…Not like any other day
WWWe are allWe are all out of shapeout of shape…
Current Market ForcesCurrent Market Forces
• The vast majority of business executij ygot out of shape during the boom
• Businesses are looking to restructureslowdown but talent gaps are holdingslowdown, but talent gaps are holding
Recruitment freezes
What the public sees
Wage freezes
Working hours reduced
Redundancies
ives believe their organisations g
e in order to weather the g them upg them up
Redeploying existing talent
What’s also happening
Improved training & development
Maintained graduate recruitment
Targeting competitors for recruitment
How do we get baack in shape?
You YouYou, Youd Yand Your
ur Peopleur PeopleA hApproach
DDo you se h I ?ee what I see?
One ViewO e e
Market Trends Customer Insight
Business
Go-To-Mark
Analyst Insight Business Trends
Objectives
ket Strategy
One ViewOne View
Sales Focused P
Partner Enablement
Sales Enablement
Md
Customer M
ing
rogrammes
TeleQualMarketing Integrated Programme
Bi-weeklmetricsKey Metr
Marketing
Key MetrPipeline Generati
Clarity…
Go-To Market (GTM) Framew
• Supports the strategy and vision
• Ensures continuity and consistency o
• Increases qualified pipeline for Sales
• Achieves better Sales and Marketingc e es bette Sa es a d a et g
• Provides timely, consolidated, integraGo-To-Market plansGo To Market plans
• Ensures headcount/resource allocatiocentralised and regional execution reqg q
work - Why?
of message
alignmenta g e t
ated and field-relevant
on is balanced betweenquirementsq
Go-To-Market Framewo
Your V
Core Capa
GTM Campaign FYour Partner / C
VAD/VAR Global / L
p g
Your Industry / So
Audience
rk
Vision
abilities
Focal PointsChannel View
Local SIs ISVs
olution Themes
e Views
Go-To-Market (GTM) HGo To Market (GTM) H
AcMa
Country/SS f
Ma
WW Sale
Specific
Prog
Brand ABrand, AThought Leade
ierarchyierarchy
1:1 ccount arketing
Sector/Product
arketing
es Opportunity
Programmes
pp ygrammes
wareness and wareness and ership Programmes
s everybody hapy y pppy?ppy
Voting and Scoring to PrioritisVoting and Scoring to Prioritis
Built based on:Specific regional sales inp t• Specific regional sales input
• Managed via Marketing• Aligned with Product Management and “delivery”
Customer/Market ReadinesCustomer/Market Readines
Worldwide Relevance
Multi-product Proposition
Potential for a Platinum Cu
We have Reference Custom
Sales ReadinessSa s ad ss
Upsell Potential
se Themesse Themes
1 2 3 4 5
Them
e 1
Them
e 2
Them
e 3
Them
e 4
Them
e 5
s Alignment s Alignment
1 = Low/Disagreed
2 = Medium/Neutra
stomer 3 = High/Agree
mers
0 0 0 0 0
RRefresh and reuse?
What can you bring to thWhat can you bring to th
• Ask and analyse what’s importaAsk and analyse what s importa• See dangers and opportunities t• Establish ‘one’ view• Establish one view • Experience and knowledge - the• Be bold - take action – get resul• Be ready for the upturn
he table?he table?
antantthat others cannot see
e best you can afford!!!lts…
