more leads, more sales, more success why & how to better synch sales & marketing leslie...

More Leads, More Sales, More Success

Why & How to Better Synch Sales & Marketing

Leslie Vickrey, President & FounderClearEdge Marketing

© 2009 ClearEdge Marketing. Confidential information.

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Agenda

Who is ClearEdge Marketing? Meet our Distinguished Panel The Age-Old Battle: Sales vs. Marketing Five Strategies for Successful Sales and

Marketing Collaboration Stories from the Field: Winning Strategies

for Sales and Marketing Integration Q&A with Panel

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Meet the Panel

Jamie Delsing, Managing PartnerConsultis

Bob Miano, President & CEOHarvey Nash USA

Doug Ross, PresidentSynergis

Lisa Schmid, Chief of OperationsSuperior Consulting Services

PLEASE DESCRIBE

1. Your role…2. Your company

size…3. Top three sales

and marketing priorities…

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Sales vs. Marketing The Long & Bitter Rivalry Ends Here & Now

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Sound Familiar?

“Marketing doesn’t understand my customers. I am the one out there on the front lines.”

“The sales team doesn’t track anything. How can I know if a program is working if they don’t tell me how they’re using it?”

“They don’t understand the sales process.”

“They don’t use the marketing tools we provide.”

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Risks of Poor Partnership

Longer sales cycles

Increased cost of sales

Missed opportunities due to lack of coordination and collaborationRisk of looking incompetent in the

sales and marketing process to clients and potential customers

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Great Partnership Outcomes

An effective sales and marketing relationship will yield:

More qualified sales and talent leads

More appointments Shorter sales cycle Reduced sales costs Increased brand

awareness

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The Big 5Winning Strategies for Sales

& Marketing Integration

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1. Build Alignment

It’s time to shed the handoff

culture!

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1. Build Alignment

Prospecting

ClientIdentification/ Qualification

Generating Interest

PitchingPost-pitch Follow-up

Sales Win/Client

Orientation

Account Maintenance

Integrate all team members into

each process and program!

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2. Targeted Account Lists

Identification Jointly involve sales and marketing in

development and vetting lists

Guidelines Short, targeted prospect list 20 prospects per AE

The Benefits Gives marketing the time needed to win

attention through persistent programs and support materials

Gives sales time needed to focus intensely on key prospects

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2. Targeted Account Lists

Best Practices

Internal audit Two-day spring cleaning with sales Send profile update cards/e-mails Conduct surveys of lists

Find new prospects Leverage conferences & events Use your Web site Get referrals and consider co-registration Consider buying/renting lists

Maintain! Regularly clean Evaluate list development tactics

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Panel Sound Off

Do You Have a CRM?

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3. Role Reversals

Send marketing out with sales to… Meet customers and see their

environments Learn customer and prospect

challenges first hand See hard jobs like cold calling

and presentations first hand Understand the

responsibilities, stress, routine and tools of sales professionals

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3. Role Reversals

Send sales to marketing to learn… How programs are developed The science behind marketing The people behind the work The work behind the work

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The BIG Question?

What’s the ROI?

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4. Metrics & Measurement

To know marketing tool/program effectiveness you must measure: New revenue/clients by program

and campaigno What sales were initiated

through the marketing program/tool?

Lead generation resultso How many strong leads can be

tied back to a specific marketing program or tool?

Audience responseo How did clients and prospects

respond to the program/tool?

??

?

??

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4. Metrics & Measurement

Measurement success requires Simple reporting system for sales

o CRMo Excelo Online tools like Salesforce.com

Open, honest communications between sales and marketing

No egos, only excellence

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Panel Sound Off

How Does Your Company Measure the Effectiveness of Marketing Programs?

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5. Centralize Tools & Information Marketing

Centralize collateral Centralize program results

and success stories Centralize tool and program

training resources

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5. Centralize Tools & Information Sales

Program progress Program results For some companies: prospect

lists

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Panel Sound Off

How Do You Ensure Central Access and Widespread Usage of Marketing Tools?

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Big FIVE Summary

1. Building Alignment2. Maintaining Excellent Target Lists3. Reversing Roles4. Incorporating Measurement &

Metrics5. Centralizing Tools

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Panelist Case StudiesStories from the Field:

Winning Strategies for Sales and Marketing Integration

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Messaging & Expertise Refreshed messaging to

reflect clear client value proposition

Incorporated new messaging into Web redesign

Incorporated SME/senior executive into sales collateral and highlighted his thought leadership (published book) and speaking engagements to increase credibility

Superior Consulting Services

Results: Stronger alignment between Sales and Marketing has resulted in clear, consistent

messages

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Harvey Nash USA

Events-driven, Thought Leadership Marketing Annual survey of senior IT

leaders Partner with key brands

such as KPMG, PwC and PA Consulting

Published report, press release, blogs, etc.

Survey is the basis for series of local CIO forums

Results: $1M+ revenue, 100+ media placements, 34 articles, 15+ national speaking engagements

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Webinar Opportunities “A Webinar is another tool to

get people in the HN loop.” “Webinars uncover

opportunities with clients and give us a reason to meet with them.”

“Webinars help position our services and differentiate us from the competition.”

“Creates substantial credibility and dialogue around being more than a staffing partner.”

Harvey Nash USA

Results: Attendance ranges from 50-125 clients and prospects. Tracking appointments, pipeline and closed deals

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Consultis

Target Account Program 1 mailed post card,

4 in-person drop off note cards and gifts

# of prospects targeted depended on sales reps experience

Touch Item Follow up

Week One Mail postcard Follow-up call

Week TwoDrop off #1

(includes note card and giveaway)

Follow-up call/e-mail

Week Three

Drop off #2(includes note card and

giveaway)

Follow-up call/e-mail

Week FourDrop off #3

(includes note card and giveaway)

Follow-up call/e-mail

Week FiveDrop off #4

(includes note card and giveaway)

Follow-up call/e-mail

Transition contacts to a Keep-in-Touch Program

Prospects for campaign were carefully targeted based on industry, geography and position

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Consultis

Target Account Program, cont. Sales people: 15 Prospects: 448 Acknowledgements: 217 Appointments: 136 Requisitions: 43 Placements: 6

Resulted in a 30% ROI; results still coming in

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Synergis

Target Account Program Just concluded first full

cycle of 6-week program last week. Results so far: Sales people: 5 Prospects: 100 Acknowledgements: 37 Appointments: 15 Requisitions: 4 Placements: 0

40% of acknowledgements have turned into appointments

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Synergis

Keep-in-Touch Newsletter Quarterly newsletter Clients and consultants First issue: 20+% click

through rate, 14+% open rate

Maintains contact with TAP contacts

Sales and Marketing are working together to support one another throughout the sales cycle

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12-page brochure

Synergis

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Your Turn

Questions?

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Leslie VickreyPresident & FounderClearEdge Marketing

312.731.3149 • lvickrey@clearedgemarketing.com

www.clearedgemarketing.com

Thank You!

Upcoming Webinar: Tags, Tweets & 2.0: Lessons in Social Media Musts & the Marketing EvolutionTuesday, November 10, 2009 from 12:30 p.m. – 1:30 p.m. EST