Conducting an Effective AND Aligned Marketing

and Sales Planning Session

Ellen Campbell-Kaminski

VP of Marketing, Datalliance

Cincinnati AMA Sales and Marketing SIG

October 21, 2014

My Background

• 25 years B2B Marketing experience

• Product Marketing, Segment Marketing, Market Planning and Marketing Strategy and Operations

• With and Without Sales Processes and Methodologies

• With and Without CRM and Marketing Automation

• Market leader and #2 Player

Audience Check Point

• What Roles are Represented?

• How Would You Rate or Characterize the Alignment Between Sales and Marketing?

What is the Role of Marketing?

• Demand Generation

Target audience is aware of our offering

Target audience recognizes they have a need

• To Sales: a lot of well qualified (BANT) leads

• To Marketing: brand strategy, awareness campaigns, webinars, product marketing, messaging, website, SEO, social media, field marketing, white papers, tradeshows, banner ads, press releases, email blasts

Direct lines of communication

Speaking the same language

Marching in the same direction

Critical Success Factors

• Assume Positive Intent

• Be Open and Transparent

• Shared Goals and KPOs

• Pilot, Test, Iterate and Tweak

• Find and Cultivate an Evangelist(s)

• Joint Planning Session

Suggested Approach for Joint Planning Session

• Step 1: Agree to joint planning session at high level

• Step 2: Review historical performance

• Step 3: Discuss business goals and objectives

• Step 4: Agree on what marketing is responsible for

• Step 5: Determine marketing strategies

• Step 6: Develop marketing programs / campaigns

• Step 7: Detailed marketing planning: tactics, budget, calendar

• Step 8: Plan on a Page and Scorecard

• Step 9: Ongoing reviews and course correction

Step 1: Agree to Joint Planning Session at High Level

• Joint Planning Session – representatives from Sales and Marketing – and maybe Product, Finance, Ops

• Goal: Aligned Marketing Plan

• 6 – 8 attendees maximum

• 2 – 3 day commitment – active participation

• Senior people: select attendees, kick-off the meeting, set expectations, actively demonstrate support, check-in daily, agree to fully support outcome

• Mid-level (regional sales manager)

• “Logical” business unit: LBU, Product Line, Sales Region, Product Launch

Step 2: Review Historical Performance

• All attendees to review prior to meeting

• Setting the stage/directional, do not get bogged down quibbling about the details

• Don’t provide too much detail – what is most relevant

• Information about prior period(s) results, SWOT, Situation Assessment from Marketing Plan:

• Revenue Growth

• # of New Customers

• Marketing Contribution

• Key Marketing Programs

• Marketing Metrics: traffic, CTR, conversions

• Leads and Disposition

• Distribute ~ 1 week before session

• Bring to planning session, address questions, draw conclusions but do not present

Step 3: Business Goals and Objectives

• Business Owner (CEO, GM, SVP, shares next period Business Objectives – Quantifiable Outcomes

• Revenue $ and % or # o f Customers

• Expressed in Logical “Buckets”

• Existing Customers; e.g. Retain 90% of Customers

• Cross-Sell/Up-Sell; e.g. 40% of customers add 1 product

• Net New Customers; e.g. add 30 new accounts

• New Products; e.g. sold to 10% of current customer base

Step 4: Agree on Marketing Responsibilities and Objectives

• For Each Business Objective

• Does Marketing Have a Role?

• If so, to what degree?

• Solely

• Shared

• None

• Use Prior History to Gauge What is Reasonable

• Quantify What Marketing Will Deliver; e.g.

• Secure 30 New First Appointments

• Add 100 Targeted Contacts to the Database

Step 5: Determine Marketing Strategies

• Likely most difficult part of the session

• Critical glue between Objectives and Programs and helps to explain why we choose certain Programs; e.g.

• Create more opportunities for personal interactions

• Reinforce value after sale

• Increase market awareness of our offering

• That’s all for the 1st Joint Session

Step 6: Marketing Programs/Campaigns

• Marketing Works on Programs/Campaigns

• Programs or Campaigns – How you will execute the strategy; e.g.

• Relationship marketing with trade associations

• Onboarding program

• Share and Socialize (one on one or reconvene the team)

• Tactical planning follows

Step 7: Tactical Planning

• Tactics, Budget, Timing, Objectives

Step 8: Plan on a Page

• One page representation of Marketing Plan that ties directly and quantitatively to business outcomes

• Agreement and alignment on the strategy

• Tactics and activities in support of business outcomes

• Prioritization decisions can now be made based upon business impact

Business Objectives

Marketing Objective

Marketing Strategy

Marketing Programs

Step 9: Ongoing Review and Course Correction

• Publish monthly progress report/scorecard

• Quarterly reviews and tweaks

Benefits

Process

• Marketing activities aligned to business outcomes

• Agreement on Marketing contributions and Strategy

• Putting targets on paper drives accountability

Plan

• Everyone sees what Marketing is doing

• Clear communication device

• Easier management and measurement

Resources

• Vision Edge Marketing www.visionedgemarketing.com

• Sirius Decisions www.siriusdecisions.com

Q&A