more leads, more sales, more success why & how to better synch sales & marketing leslie...
TRANSCRIPT
More Leads, More Sales, More Success
Why & How to Better Synch Sales & Marketing
Leslie Vickrey, President & FounderClearEdge Marketing
© 2009 ClearEdge Marketing. Confidential information.
2
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
3
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…
4
Sales vs. Marketing The Long & Bitter Rivalry Ends Here & Now
5
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.”
6
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
7
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
8
The Big 5Winning Strategies for Sales
& Marketing Integration
9
1. Build Alignment
It’s time to shed the handoff
culture!
10
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!
11
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
12
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
13
Panel Sound Off
Do You Have a CRM?
14
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
15
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
16
The BIG Question?
What’s the ROI?
17
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?
??
?
??
18
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
19
Panel Sound Off
How Does Your Company Measure the Effectiveness of Marketing Programs?
20
5. Centralize Tools & Information Marketing
Centralize collateral Centralize program results
and success stories Centralize tool and program
training resources
21
5. Centralize Tools & Information Sales
Program progress Program results For some companies: prospect
lists
22
Panel Sound Off
How Do You Ensure Central Access and Widespread Usage of Marketing Tools?
23
Big FIVE Summary
1. Building Alignment2. Maintaining Excellent Target Lists3. Reversing Roles4. Incorporating Measurement &
Metrics5. Centralizing Tools
24
Panelist Case StudiesStories from the Field:
Winning Strategies for Sales and Marketing Integration
25
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
26
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
27
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
28
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
29
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
30
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
31
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
32
12-page brochure
Synergis
33
Your Turn
Questions?
34
Leslie VickreyPresident & FounderClearEdge Marketing
312.731.3149 • [email protected]
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