peter strohkorb consulting market research report slideshare 01-14-2015

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Market Research Report The Impact of Sales & Marketing

Collaboration on Business Success

January 2015

1

© Peter Strohkorb Consulting International Pty Ltd, all rights reserved


Symptoms of Poor Collaboration

Too many sales reps

are not hitting their

targets

Sales reps can’t find the right

content and are creating their

own marketing material

Too many sales are

lost or are stuck at ‘No

Decision’

New sales reps are

taking >6 months to

ramp up

There is too much

discounting going on

Marketing does not know

what collateral Sales

uses, or how it is used

Marketing is pandering

to the vocal minority of

reps

Us vs Them’ attitude creates

an unattractive work

environment that’s a turn-off for

quality talent

High performing staff is

defecting

Frustration is

everywhere

2



What do other Experts Say ?

"Only 25% of sales leads and collateral that Marketing

creates is ever used by Sales teams".

IDC

“67% of sales professionals do not achieve their personal sales

quota”

The TAS Group

“Almost 78% of newly hired sales reps take 6 months or longer to

become fully proficient at selling”

Accenture

“Less than 35% of a sales rep’s time is spent selling.”

CSO Insights


3


Research Respondents

22%

33%

45%

Respondents by Size

Large (> $100m)

Mid-Size ($15m - $100m)

SME (<$15m)

23%

10%

45%

22%

Respondents by Role Seniority

Senior Executives Middle Management

Junior Management Frontline Employees

• 185 enterprises

• Showing the differences between ‘successful’ and ‘less successful organizations'

• For the purposes of this study we have defined ‘successful’ organization as those

which reported sales revenue growth during the past twelve months.

4



Key Finding

81.5% of companies that reported a

decrease in sales revenue last

year operate separate Sales and

Marketing silos.

5



Frequency of Formal Meetings between Sales and Marketing Teams

The very clear message from the

research is that the better the

collaboration between marketing

and sales departments, the higher

the chance of sales revenue

growth for the organization.

Never

Anually

Several

times a

year

Monthly Weekly or

fortnightly

More than

once a

week

6

Non- Growth Organizations

Growth Organizations



There

is

a d

edic

ate

d p

ers

on o

r te

am

resp

onsi

ble

for

impro

vin

g s

ale

s and

mark

eti

ng c

ollabora

tion in m

y o

rganiz

ati

on

Mark

eti

ng h

as

a g

ood u

nders

tandin

g o

f w

hat

mark

eti

ng m

ate

rial is

bein

g u

sed b

y t

he h

igh

perf

orm

ing s

ale

s people

, and h

ow

it

is u

sed

Mark

eti

ng a

nd s

ale

s are

well a

ligned t

hro

ugh

share

d o

bje

cti

ves

and j

oin

t perf

orm

ance

metr

ics

Mark

eti

ng h

as

good u

nders

tandin

g o

f th

e

sale

s obje

cti

ves

Sale

s has

a g

ood u

nders

tandin

g o

f

Mark

eti

ng’s

obje

cti

ves

Mark

eti

ng c

onsu

lts

wit

h s

ale

s in

the c

reati

on

and m

anagem

ent

of

mark

eti

ng c

ollate

ral

and s

ale

s le

ad g

enera

tion c

am

paig

ns

Sale

s consu

lts

wit

h M

ark

eti

ng p

rior

to s

ett

ing

sale

s ta

rgets

Mark

eti

ng h

as

insi

ght

to t

he s

ale

s fo

recast

,

alw

ays

/ o

ften /

som

eti

mes

/ r

are

ly /

never

Sale

s has

input

into

the c

reati

on a

nd

impro

vem

ent

of

mark

eti

ng c

ollate

ral,

both

online a

nd o

ffline

Sale

s has

input

into

the p

lannin

g a

nd into

the o

utc

om

e o

f m

ark

eti

ng c

am

paig

ns

Both

sale

s and m

ark

eti

ng h

ave a

ccess

to t

he

sale

s pip

eline a

nd r

ela

ted a

ccount

info

rmati

on

There

is

a f

orm

al pro

cess

for

captu

ring,

cre

ati

ng a

nd d

istr

ibuti

on o

f cust

om

er

test

imonia

ls

There

is

a c

entr

al dig

ital re

posi

tory

for

the

sale

s fo

rce t

o a

ccess

all r

ele

vant

sale

s and

mark

eti

ng m

ate

rial

It is

easy

for

the s

ale

s fo

rce t

o f

ind s

pecif

ic

mark

eti

ng c

ollate

ral

Perceptions in ‘Non-Growth’ Organizations

In my opinion, we have the following OPERATIONAL collaboration between the sales force and the marketing team in my organization

Marketing Perspective Sales Perspective

7



There

is

a d

edic

ate

d p

ers

on o

r te

am

resp

onsi

ble

for

impro

vin

g s

ale

s and

mark

eti

ng c

ollabora

tion in m

y o

rganiz

ati

on

Mark

eti

ng h

as

a g

ood u

nders

tandin

g o

f w

hat

mark

eti

ng m

ate

rial is

bein

g u

sed b

y t

he h

igh

perf

orm

ing s

ale

s people

, and h

ow

it

is u

sed

Mark

eti

ng a

nd s

ale

s are

well a

ligned t

hro

ugh

share

d o

bje

cti

ves

and j

oin

t perf

orm

ance

metr

ics

Mark

eti

ng h

as

good u

nders

tandin

g o

f th

e

sale

s obje

cti

ves

Sale

s has

a g

ood u

nders

tandin

g o

f

Mark

eti

ng’s

obje

cti

ves

Mark

eti

ng c

onsu

lts

wit

h s

ale

s in

the c

reati

on

and m

anagem

ent

of

mark

eti

ng c

ollate

ral

and s

ale

s le

ad g

enera

tion c

am

paig

ns

Sale

s consu

lts

wit

h M

ark

eti

ng p

rior

to s

ett

ing

sale

s ta

rgets

Mark

eti

ng h

as

insi

ght

to t

he s

ale

s fo

recast

,

alw

ays

/ o

ften /

som

eti

mes

/ r

are

ly /

never

Sale

s has

input

into

the c

reati

on a

nd

impro

vem

ent

of

mark

eti

ng c

ollate

ral,

both

online a

nd o

ffline

Sale

s has

input

into

the p

lannin

g a

nd into

the o

utc

om

e o

f m

ark

eti

ng c

am

paig

ns

Both

sale

s and m

ark

eti

ng h

ave a

ccess

to t

he

sale

s pip

eline a

nd r

ela

ted a

ccount

info

rmati

on

There

is

a f

orm

al pro

cess

for

captu

ring,

cre

ati

ng a

nd d

istr

ibuti

on o

f cust

om

er

test

imonia

ls

There

is

a c

entr

al dig

ital re

posi

tory

for

the

sale

s fo

rce t

o a

ccess

all r

ele

vant

sale

s and

mark

eti

ng m

ate

rial

It is

easy

for

the s

ale

s fo

rce t

o f

ind s

pecif

ic

mark

eti

ng c

ollate

ral

In my opinion, we have the following OPERATIONAL collaboration between the sales force and the marketing team in my organization

8


Marketing Perspective Sales Perspective

Perceptions in ‘Growth’ Organizations


Technology Impact

More than 88% of

surveyed businesses wich

implemented a combined

CRM and Sales

Enablement (SE) solution

managed to increase

their sales revenue over

the last 12 months.

Almost 62% of

companies with a CRM as

their only sales-

supporting IT system

reported a decrease in

sales revenue.

9



10

Financial Impact

“Organizations

with poor

Sales+Marketing

Collaboration

almost double

their risk of

declining sales.”



1 It’s about Communication 81.5% of companies that reported a decrease in sales revenue last year

operate in separate Sales and Marketing silos.

2 It’s about Insight Significant contributors to sales effectiveness seem to be

1) Well aligned, shared objectives, accountabilities and metrics,

2) A good understanding by Marketing about WHAT content is used by

the high performing sales people, and HOW it is used.

3 It’s about the right Technology and its Implementation More than 88% of businesses which had implemented CRM and Sales

Enablement (SE) solutions increased their sales revenue over the last 12

months.

Key Findings

11



1 Get Everyone working together as one Team Align sales and Marketing business objectives, accountabilities and metrics

2 Gain good Insight and use it Know and support what works to boost sales effectiveness. Stop doing what doesn’t.

3 Choose the right Technology and implement it wisely Install appropriate IT systems, such as an integrated CRM and SE system

Key Recommendations

12



Introducing the OneTEAM Method™

Free Executive Discovery Session

• Benchmarks your organization’s current collaboration

• Identifies opportunities and processes to improve

• Offers a high level ROI in $$$

Sales & Marketing Collaboration Opportunity Assessment

• Marketing Collateral Audit Report

• Collaboration Effectiveness Assessment

• OneTEAM Method Program Design

• Estimated OneTEAM Method ROI

OneTeam Method™

Implementation

• Dedicated holistic Methodology

• Sales & Marketing team training

• Structured workshops

• Cloud-based collaboration apps

Three easy steps:

13

© 2015 Peter Strohkorb Consulting International Pty Ltd, all rights reserved


A Holistic Approach

14


Why ?

Team collaboration is

better than isolation

How ?

Sales helps Marketing,

and Marketing helps Sales

Supported by

CRM

CollaboRate™

MeetingQuality™


Special Offer

15


Free Executive Discovery Session (up to $4,500 in value, conditions apply)

1. High level Collaboration Assessment (“where are your teams today ?”)

2. Personality profile report (“how different are your teams ?”)

3. ROI Modelling (“what is your potential ?”)

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Thank you

www.theoneteammethod.com

mailto:[email protected]

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peter strohkorb consulting market research report slideshare 01-14-2015

Business

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sales leads

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