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Marketing and
Business
Development……
How to get them on the
same page
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About Us
Kristin Wing
Launched in 2009
Focused solely on
professional services
Focused on helping
clients build expertise
www.AccelerAction.com
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Our Conversation Today
The difference between
marketing and sales
How both can be held
accountable
Better alignment of both
sales and marketing
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Webinar induced narcolepsy
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Question
What is the difference between marketing
and business development?
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What’s the difference?
Strategic marketing
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What’s the difference?
Marketing is
Strategic marketing
Tactical
Developing the story
Positioning the firm
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What’s the difference?
Strategic marketing
Current situation
Strategy
Marketing program
Measurement
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What’s the difference?
Strategic marketing
Current situation
SWOT
Environmental, regulatory issues
Hot areas for your firm
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What’s the difference?
Tactical
Marketing program
Website, communications, touches with clients,
prospects, content creation, CRM or tracking
systems
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What’s the difference?
Developing your firm’s story
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What’s the difference?
Positioning the firm
Why would a prospect
want to work with your firm?
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What’s the difference?
Measurement
QUESTION: How do you know if you’re
successful?
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What Business Development
Does for Your Firm The primary role of BD is to:
(Internal)
Cultivate and close leads
Create relationships with
referral sources
Manage sales calls
Research prospects
Help professionals prep
for interviews
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What Business Development
Does for Your Firm The primary role of BD is
to: (External)
Represent the firm
at civic, business,
trade organizations
Help make
introductions for
partners
Build relationships
or joint venture
client events with
referral sources
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Jeff, the sales guy
2
1
3
4
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Classic issues with sales in
accounting firms
Everybody wants
credit for everything
You get promoted
based on what you
sell
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Classic issues with sales in
accounting firms Leaving sales people
out of the loop
Go around the sales
person
Don’t give sales
people enough credit
for what they can bring
to the firm
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Can’t we all GET ALONG?
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Why they don’t get along..
Basic level of understanding about what each other does isn’t there.
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Why they don’t get along..
Biz dev thinks marketing isn’t creative enough to generate leads.
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Why they don’t get along..
Biz dev want to be independent…as long as they get results.
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Why they don’t get along
Biz dev doesn’t want to be accountable or use CRM/tracking systems
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Why they don’t get along
Marketing creates incredibly complex scoring systems!
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Why they don’t get along
Both run around each other rather than communicate about planning!
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Why they don’t get along
Sales thinks marketing forgets sales campaigns ought to produce leads.
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Why they don’t get along
Biz dev will say anything to close a deal.
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Why they don’t get along
Biz dev doesn’t care about the big picture.
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Why they don’t get along
Sales thinks marketing is just looking for the next cool thing.
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Why they don’t get along
Both point fingers at each other for poor performance.
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There’s no TRUST
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Building Trust
How do you get marketing and sales to trust
each other?
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Question
How do you build trust?
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Aligning Marketing and Biz Dev
Shared financial accountability and reward
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Marketing needs to
understand its
contribution
Aligning Marketing and Biz Dev
Sales funnel…….
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Need common expectations! Both need to agree on
objectives, measurement and
outcomes for every marketing
initiative
Integrate processes and
systems
Aligning Marketing and Biz Dev
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Aligning Marketing and Biz Dev
Need to be on the same page with how they
manage leads and contacts.
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Aligning Marketing and Biz Dev
Why do you need a system to track activities?
A “one firm” concept
A business development culture
Standardize processes so you can track
A central place for client information
Improve workflow
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A one firm concept
Aligning Marketing and Biz Dev
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Building a business development culture
Aligning Marketing and Biz Dev
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Creating a central place for client information
Aligning Marketing and Biz Dev
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Share data
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What do you want to
get out of a system?
Identify new opportunities?
Manage sales pursuits?
Manage the ROI around
sales & marketing?
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Improve your sales pipeline (does anyone else have
a headache looking at this?)
Aligning Marketing and Biz Dev
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Tracking and measuring your sales and
marketing efforts
Need a 360 degree view of client
Direct marketing campaigns
Standard definitions
Aligning Marketing and Biz Dev
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Question!
Do you have a system in place to track
your firm’s sales efforts?
Yes
No
No, but we’d like to have one!
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Question!
What gets in the way of tracking leads and
sales in your firm?
- We don’t know how to do it
- We’re unsure about how to compensate our
team
- Not a priority right now
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Standardizing processes so you can track and measure
activities
Aligning Marketing and Biz Dev
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Are you ready for a CRM?
1. Our firm has multiple offices Yes No
2. Our firm has multiple service offerings Yes No
3. We need a single source to view activity Yes No
4. Our client, prospect stuff is scattered Yes No
5. We have opportunities to cross sell Yes No
6. Our firm has growth plans Yes No
7. We need to hold people accountable Yes No
8. We’re broadening our marketing efforts Yes No
9. Partners want to track our efforts Yes No
10.Our firms’ professionals want to develop Yes No
business
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What is CRM?
It does three things:
1. Improves your relationships
with clients
2. Enhances how you manage
information about clients and
prospects across you firm
3. Allows you to track marketing
and sale activities across
your firm
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What is CRM?
This is how you screw up a CRM
implementation….
Partners aren’t on board with it
You don’t have an advocate
Your internal IT people aren’t engaged
No one is driving it
Don’t do your homework
Your marketing and sales people aren’t in
agreement
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What is CRM?
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Keep it simple
If you’re not ready to invest or it’s not appropriate, start small,
keep it simple
Excel or other database applications
Decide what you want to track
Opportunity, lead, service, who owns it, referral
Sales and marketing work together to present it
Identify early adopters or advocates
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Agree to definitions
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Agree to definitions
What is a sales funnel?
What is a contact?
What is a lead?
What is an opportunity?
Who owns a lead?
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Agree to definitions
What is a contact?
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Agree to Definitions
What is a lead?
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Agree to Definitions
What is an opportunity?
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Agree to Definitions
Who owns the lead?
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How marketing can embrace
sales Create a strategy around
lead nurturing campaigns
Every campaign needs a
‘call to action’
Does the strategy support
the sales team?
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How sales can embrace, uh
hug? marketing Know your firm’s content and
services well
Business development should
be geared toward educating
the market
No eye rolling when
marketing starts talking
about website updating,
social media……
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In Summary….
Understand the basic difference between
marketing and sales
Find ways to align your marketing and
sales professionals
Get on the same page about the sales
process and managing the pipeline
Figure out what’s important for you to
track…and measure
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Thank You
Questions?
Connect with www.AccelerAction.com Blog
Phone consultation 913.661.2488 [email protected]