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Sales and Marketing Alignment. Easy to say, hard to do. WittyParrot is a platform that enables the physical process of aligning sales and marketing messaging and content creation.
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1
Sales
Marketing
Buyer NeedsOne Voice
Enrichment & Delivery Amplification Alignment
Sales-readyValue MessagingMessagingArchitecture
A GUIDE TO SALES & MARKETINGMESSAGING ALIGNMENTWITH WITTYPARROT
MARK GIBSONPublished by
www.wittyparrot.com
CAPTURING, MANAGING, MAINTAINING, RE-USING AND SHARING MESSAGING COMPONENTS
2A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Introduction
C H A P T E R
3A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
WittyParrot is an intelligent content delivery platform that helps companies and individuals to “achieve speed and consistency in all of their communication”.
WittyParrot helps companies to create, manage, maintain, protect and share content to enable marketing, sales, support and partners to speak with one voice.
More about WittyParrot at http://www.wittyparrot.com
WHAT IS WITTYPARROT?
4A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Mark Gibson
Mark Gibson is head of global marketing at Cupertino CA. based software company, WittyParrot.
Mark founded Advanced Marketing Concepts, a sales and marketing consultancy and training company in the UK in 2004.
Mark has consulted to B2B companies around the world selling novel technology products and services to the early market, as well as helping established companies to overcome the weak pipeline, no lead-flow and weak sales engagement problems caused by weak messaging.
Mark is a certified HubSpot partner, and Mike Bosworth Leadership affiliate and the author of the forthcoming book, “The Death of Selling - and the Rise of Facilitated Buying”.
AUTHORABOUTTHE
5A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
• Sales and Marketing Leaders
• Sales Enablement Professionals
• Marketing Professionals
• Executives
• Business Development Professionals
• CXOs
• Startup Entrepreneurs
WHO IS THISFOR? eBOOK
Anyone in your organization who is responsible for content in the form of brand messaging, marketing messaging and sales ready messaging in some way will benefit from this eBook.
These include but are not limited to:
6A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Facts and Figures
C H A P T E R
7A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Collateral, as we knew it is dead...RIP document-based messaging
FTP
INTRANET
DATABASES
DATABASES
DATABASES
DATABASES
DATABASES
DATABASES
CONTENT REP
DATABASES
CLO
UD
STO
RA
GE
DATABASES
INT
RA
NE
TIN
TR
AN
ET
DATABASES
EMAILS
EMAILS
EMAILS
EMAILS
EMAILS
EMAILS
EMAILS
EMAILS
WIKIS
DRIVESCM
S
EMAILS
EMAILS
EMAILS
EMAILS
EMAILS
EMAILS WIK
IS
CRMCRM
CMS
CMS
FTPFTP
CRM
CMS
CMS
CRM
CMS
CMS
CMS
CMS
CRM
CMSFTP
LOCAL FILES
LOCAL FILES
LOCAL FILES
DRIVES
INTRANET
CONTENT REP
FTP
CDs & DRIVES
CLOUD STORAGE FTPCMS
CONTENT REP
CONTENT REP
CLOUD STORAGE
DRIVESCRM
LOCAL FILES
INT
RA
NE
T
PORTA
LS
PORTALS
PORTALS
PORTALS
PORTALS
PORTALS
PORTALS
PORTALS
WIKIS
DRIVES
FTP
New research from SiriusDecisions shows that up to 70% of content created by B-to-B marketing teams is never utilized.
8A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
A 10 person sales organization generates 32,000 brand messages per year, not including marketing, human resource, presales and support.
9A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
We interviewed more than 50 sales and marketing professionals over the past 2 years and we asked the question “how clear is your message on a
scale of 1-10”; and the average response was only 5/10 for clarity.
5/10 Message Clarity In response to the question, “on scale of 1-10,
how clear is your message?”
50%
Message Clarity (ave
.) 5/
10
10A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
90% of meetings with sellers add no value (Reps failed to connect dots between buyers challenges and their solution )
According to Forrester Research, 90% of meetings sales people have with buyers contribute no value from the buyers perspective. That is, sales people cannot connect the buyer’s challenge with their solution.90%
CLEARLY - Fixing your Messaging presents a huge opportunity to improve inbound lead flow, sales engagement and to qualify and close more
business.
11A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
This Chart from analyst firm CSO Insights shows effectiveness vs. effort in implementing various sales productivity initiatives.
Sales Effectiveness/Effort
CRM
ERP
SalesKnowledge
Mgt.
Sales Collaboration
Sales Training Event
LOW
HIGH
LOW HIGHIMPACT
EF
FO
RT
Sales Process Mapping
Blitz Campaigns& SPIFS WittyParrot
Solution
Sales & Marketing Alignment
Size of the bubble
indicates relative cost.
12A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Differentiation
C H A P T E R
13A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Differentiation?
Differentiation is challenging when your competitors co-opt your messaging and ideas.
14A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Differentiation requires strategy and investment… not tacticsHere is an unbeatable formula for differentiation. Get all three right and you will be in a very select group of the World’s best companies.
CONTEXT, is important. When you do speak to a buyer you need to know how engaged they are, if they are opening your email, what web pages they visited on your website and any prior history with your company.
Capturing Value Messaging and relevant proof points and delivering INSIGHT
in a way that disrupts status-quo thinking is differentiating market-leading
companies.
Only 1% of companies can respond to a lead inside 5 minutes
RESPONSIVENESS is a huge differentiator. If you can respond to inbound leads inside 5 minutes, you will initiate 20 times more conversations than your competitors who wait an hour to respond. If you do nothing else, this will grow your business. Responsiveness also
means getting your email in the buyer’s inbox inside 5 minutes of your call if you want to get it read and acted on.
Salespeople need buyer-relevant context for effective engagement
90% of salespeople fail to connect the buyer’s problem to their solution
Differentiation
Insight Context
Responsiveness
15A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Creating a Messaging Architecture
C H A P T E R
16A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
A Messaging Architecture anchors a unified content strategy
Win-Themes are content “objects” that are reused across a number of different “information products”
Creating a Messaging Architecture
Without strong value messaging and reusable messaging components, sales, marketing and support groups revert to “product speak”; talking about product features instead of engaging buyers around their issues and how your products could be used to create value.
A MESSAGING ARCHITECTURE has at its center Value Messaging as it relates to how buyers use your products and services.
It starts with a
• Role-based persona discussing buyers goals, problems and the status-quo.
• Win-Themes connect capabilities to buyer goals/needs.
• We abstract Positioning Pillars and Big Idea from the underlying Win- Themes.
Value Messaging
Barriers to Success
Implications
Status-quo/ Constraints
Marketing Messaging
Blogs / Emails Campaigns
Web Pages
Big Idea
Positioning Pillars
Win-Themes /Capabilities
Value Messaging
Buyer Persona
Content CreationTemplate
Market
Buyer Role | Buyer Goal
Win-Themes
Solution Summary
Who-I’ve-Helped-Story
Keyword
17A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Content Creation templates reuse the buyer persona and Win-Themes to create templates.
Barriers to Success
Implications
Status-quo/ Constraints
Marketing Messaging
Blogs / Emails Campaigns
Web Pages
Big Idea
Positioning Pillars
Win-Themes /Capabilities
Value Messaging
Buyer Persona
Content CreationTemplate
Market
Buyer Role | Buyer Goal
Win-Themes
Solution Summary
Who-I’ve-Helped-Story
Keyword
WittyParrot founders have created more than 2000 blog
articles and understand the challenge of creating thought
leading content.
Creating thought
leading content is a
non-trivial task requiring
structured messaging.
Content Creation
templates help
writers to create
great MARKETING
MESSAGING copy for
blogs, web pages and
email that is relevant to
buyers needs and on
message.
Creating a Messaging ArchitectureMarketing Messaging
18A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
How do you generate
BRAND MESSAGING
without a clear value
messaging? The answer
is - It’s very difficult.
We’ve all been in lengthy
brainstorming sessions
to develop messaging
that in the cold light of
the next day doesn’t hang
together.
Barriers to Success
Implications
Status-quo/ Constraints
Marketing Messaging
Blogs / Emails Campaigns
Web Pages
Big Idea
Positioning Pillars
Win-Themes / Capabilities
Mission Statement
Positioning Statement
Corporate Presentation
Value Messaging
Buyer Persona
Brand Messaging
Content CreationTemplate
Market
Buyer Role | Buyer Goal
Win-Themes
Solution Summary
Who-I’ve-Helped-Story
Keyword
Creating a Messaging ArchitectureBrand Messaging
Effective brand messaging connects value creation in the customer’s context and
positions it in the marketplace. Mission and vision add depth and direction.
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 19
Creating Sales-Ready content that is on-message, relevant to buyer needs and customizable is an ongoing challenge.
Barriers to Success
Implications
Status-quo/ Constraints
Marketing Messaging
Blogs / Emails Campaigns
Web Pages
Big Idea
Positioning Pillars
Win-Themes / Capabilities
Mission Statement
Positioning Statement
Corporate Presentation
Corporate Presentation
Proof Points
Value Messaging
Buyer Persona
Brand Messaging
Sales - Ready Messaging
Stories , Scripts , Presentations,
Emails , Letters , Proposals
Content CreationTemplate
Market
Buyer Role | Buyer Goal
Win-Themes
Solution Summary
Who-I’ve-Helped-Story
Keyword
A Messaging Architecture for Content Capture & Re-use
A Messaging ArchitectureSales Ready Messaging
“Who-I’ve-Helped-
Stories”, sales scripts,
proposals, customer
correspondence need to
be created. Sales-Ready
content must leverage
the core value messaging
and enable salespeople
to easily customize it and
personalize it.
20A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Sales and Marketing Messaging Alignment Methodology
C H A P T E R
21A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
HOW to begin?
The Messaging process starts with
a BRAINSTORM. 4-7 people is an
ideal group consisting of thought
leaders, marketers, and 1 or 2 top
sales people.
Create wits with the answers to all
of the questions in the widget.
MethodologyBrainstorming workshop
Instant Access
WittyParrot gives
marketers, salespeople
and customer support
professionals instant
access to sales messaging,
positioning and field
enablement insights over
any device, whether online
or offline.
22A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Next, we develop Role-based Buyer profiles for key players in the organization who are likely to be involved in the decision to purchase, implement, finance and use our solution.
With an understanding of the buyer’s role, goals, pressures and constraints they are under, we can approach buyers with some insight and can potentially relate how we can help them to create value.
CompetitionRole & Goals
Barriers
Implications
Status-quo
Online Behaviour
Industry Issues
Trends
MethodologyRole-based Buyer Persona
Drag and Drop
WittyParrot helps sales people find, drag and drop the right information from a desktop widget, share it and track it, to save time and sell more.
23A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Next, we map product Win-Themes to buyer Goals. At the intersection of needs and capabilities we have solutions… and a story.
A Win-Theme is a well formed messaging component that describes:
• what the product or service is,
• what it does for the buyer when used,
• what that means in terms of value.
MethodologyMatch Capabilities to Goals
Context
WittyParrot in conjunction with inbound marketing and marketing automation intelligence provides contextually relevant content for responsive telephone engagement and follow-up communication.
Solutions
Buyer Goals
Cap
abilit
ies/
Win
-them
es
Solution
Buyer Goals
Cap
abili
ties
/ W
in-T
hem
es
24A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Content reuse Win-Theme shown in the wit editor
MethodologyMessaging Architecture Creation
Intelligent Hub
WittyParrot is an intelligent communication hub that enables salespeople to access best practices and the latest content and collateral from original sources over a cloud-based service when it is needed.
Win-Themes appear as wits under the appropriate positioning pillar
Marketing messaging to be shared is developed in Company workspace
25A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
A content creation template is an information
product that describes the complete product
usage scenario of a target buyer in a target
market, for one specific buyer goal. It can be a
combo wit or word template.
MethodologyContent Creation Templates
The content creation template is
designed to be used by marketers and
salespeople to understand the product
usage scenario of target buyers and to
create content that will resonate with
target buyers.
Content Creation Template
Market
Buyer
Buyer Persona
Goal
Barriers (What prevents them from achieving goal?)
Implications
Constraints/Complications
Win-Themes (What it is, what it does, what it means)
Solution Summary
Who l’ve helped story (Situation, complication, turning point, resolution)
Keywords
26A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
By converting long form case
studies into 150 words “Who-
I’ve-Helped-Stories”, we
unlock the potential value of
customer success stories.
“Who-I’ve-Helped-Stories”
help salespeople to share
stories to open sales calls
and to relate how others have
implemented solutions.
This prevents premature
elaboration and accelerates
trust and credibility.
Single Version Of Truth
WittyParrot enables
marketing managers
to create messaging
chunks or building
blocks and to combine
them into compound
documents which update
automatically when the
underlying message
chunk changes to create
and maintain a single
version of the truth
and improve marketing
efficiency and brand
protection.
MethodologyWho I’ve Helped Stories
(“Who-I’ve-Helped-Stories” * Mike Bosworth Leadership, Story Seekers methodology)
27A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
A Messaging Architecture
has at its core, Value
Messaging components
(Win-Themes). These
Win-Theme components
are re-used in the brand
message, marketing
messaging and in sales
ready messaging. Value
Messaging components
are managed, updated and
shared by marketing for use
throughout the company
and with partners.
Barriers to Success
Implications
Status-quo/ Constraints
Marketing Messaging
Blogs / Emails Campaigns
Web Pages
Big Idea
Positioning Pillars
Win-Themes / Capabilities
Mission Statement
Positioning Statement
Corporate Presentation
Corporate Presentation
Proof Points
Value Messaging
Buyer Persona
Brand Messaging
Sales - Ready Messaging
Stories , Scripts , Presentations,
Emails , Letters , Proposals
Content CreationTemplate
Market
Buyer Role | Buyer Goal
Win-Themes
Solution Summary
Who-I’ve-Helped-Story
Keyword
A Messaging Architecture for Content Capture & Re-use
MethodologySummary
A Messaging Architecture amplifies brand values and enables everyone in the company to speak with one voice.
28A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
WittyParrot is a disruptive
content distribution
platform with potential to
change the way marketing
and sales people work,
manage information and
interact with clients.
Share
Enrich
TrackUsage, Relevance, Productivity
ManageComponent CMS
CreateMessaging Architecture
PillarsBig Idea
Win-Themes
Sales MarketingAlignment
Sales
Marketing
Buyer Need
One Voice
Messaging Alignment and Content Reuse
Content Freshness
WittyParrot enables
marketers and
enablement professionals
to publish and maintain
a master version of
information for sharing
and reuse across the
enterprise and business
partners to ensure
freshness of information.
29A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
As project creator,
or owner, when you
are ready to deploy a
messaging project,
click on the gear and
select share.
Apply permissions
to individuals or to
groups. Salespeople will
typically be read-only.
Other marketers can
comment.
Sharing Messaging
Manageability
WittyParrot enables
users to create,
organize, share
and track multiple
content types and
rank and use content
based on name, size,
publication date,
frequency, favorite, or
most frequently used
to easily manage
volumes of content
from diverse sources.
30A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Analytics Dashboard
Wit Analytics and Analytics Dashboard
WittyParrot captures usage statistics at individual wit and document level, and also provides analytics dashboard that allows sales enablement professionals to track most used shared content over time and to rank content effectiveness, i.e. utilization frequency, time saved, storage used, top users.
31A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Messaging Deployment in WittyParrot
C H A P T E R
32A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
The graphic is a screenshot
of the WittyParrot Widget
being used to create on-the-fly
custom email response.
This enables salespeople
to instantly access relevant
information to support buyer-
seller conversations in real
time. With the custom field
completed, sales people drag
and drop this information
into an email or CRM tool to
immediately follow-up the
call with a written meeting
summary, including links to
resources and confirming next
steps.
Responsive Sales Enablement
33A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
Deployment on Tablets and Smartphones
Any Device
WittyParrot helps marketing professionals to create and distribute sales & marketing collateral and make it available at the point of use and moment of need over any device whether online or offline to ensure sales people get what they need, when they need it without having to dig for it.
34A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
/Summary & Take Aways
C H A P T E R
35A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
In summary, the WittyParrot technology platform provides out-of-the-box functionality to:-
1. Physically align sales and marketing messaging to drive content creation that resonates with buyers.
2. Facilitate “on-message” written communication with customers and prospects, so that everyone speaks with one voice.
3. Enable instant information access, for sales, channels, pre-sales and support professionals, to become more responsive.
4. Facilitate useful team communication and collaboration.
5. Provides tools that sales people will actually use to improve sales performance.
6. Enable marketing, operations and enablement professionals to track content usage,
productivity and performance to improve effectiveness.
Enhancing lead generation
Aligning sales and Marketing
Improving rep to access key information
Revising sales process
Enhancing team comunications
Analyzing costumer’s buying process
Revising sales tool
Revising sales team structure
Revising channel strategy
Revising compensation
New CRM tools
Revising hiring strategy
Top Sales Effectiveness Initiatives for 2013
48.9%
38.3%
36.8%
33.4%
30.4%
27.2%
26.6%
25.3%
24.5%
24%
21.7%
15.3%
Summary And Take-Aways
36A Guide to Sales & Marketing Messaging Alignment with WittyParrot //
For Companies:
If you are interested in learning more about Sales and Marketing Messaging Alignment using WittyParrot
methodology, please either email me at
or compete the form below.
http://www.wittyparrot.com/contact-us
For Potential Partners:
Join our growing list of partners and become part of our family.
1 Become an OEM partner and deliver a solution on top of WittyParrot.
2 Become an Integrator: Become an implementation partner and support the implementation of WittyParrot
enterprise accounts.
You can learn more about our partnership programs here:
http://www.wittyparrot.com/partner-inquiry
TALK TO US