sales & marketing alignment presented by debbie williams at tfm london 2010
Post on 15-Sep-2014
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Take away Top Tips on how to align Sales and Marketing for SuccessTRANSCRIPT
Debbie WilliamsHead of Lead GenerationChair of the IDM B2B Council
The Sales & Marketing Disconnect
7 Top Tips to Successful Alignment!
Why are sales & marketing important to each other?
Marketing to Sales:Brand CommunicationsLead GenerationReasons to CallSales ToolsEvents, Seminars etcMarket/Competitor /Customer Intelligence
Sales to Marketing:Lead Qualification & Sales Closurebrand AmbassadorsCustomer InsightMarket / Competitor IntelligenceValue Proposition input & validationCommercial Offer input
Sales Strategy & Plans
Business Strategy & Plans
Marketing Strategy & Plans
Metrics Dashboard
s
Sales Closure
Lead Pipeline
Management
Branding & Customer
Engagement
Lead Generation Marketing
Salesforce Effectiveness
What are the elements for success?
BUT – it is not easy!
Sales do not follow upon marketing leads
They spend lots of money
They waste valuable time& is secondary to Sales
We bring in the business
Brochures & colourful charts
Sales claim all the success
Sales claim they can do marketing as well
Sales do not understandthe value of brand
Poor quality leads
Marketing is a distinct profession
Be heard at Board Level …...earn your seat at the table!
Internal Influencer Marketing Tactics
Internal Marketing Programmes
Internal/External Marketing Campaigns
Closing theLoop
Value Proposition Commercial Offer Dev.
Campaign Planning
Creative & message across media pieces
Evaluation & Testing
Production & Execution
Reporting & Analytics
Response Generation
& Lead Qualification
LeadFollow-Up& Sales
Sales Input: Competitive Intelligence; Target audience; Geography;Customer pain points; Compelling commercial offer
Sales Input: Cross check & endorsement
Sales:Revenue &Feedback
Conducted at a core& regional level
Sales:Lead Follow Up
Key Sales Tools Developed
Blended KnowledgeTraining
Success Stories
Sales Kits
Business Intelligence
Customer Presentations
Sales Guides
Customer Proof Points
Sales Training Curriculum
TM Packaged Campaign Sales Agents Packages
Sales Enablement Tools
A lead is a pre-qualified Sales Opportunity that:Budget – visible or plannedAuthorityNeedTimescale
A lead is NOT:A response to a campaign or request for further infoA project with neither budget or time scaleAn expressed interest
Agree Success Targets
Priority: hot Budget: >$ XX,000
Priority: hot Budget: <$ XX,000
Named, strategic, accounts
Priority: viable Budget: >$ XX,000
Priority: viable Budget: <$ XX,000
Direct Sales
Channel Partners
Priority: future Lead Nurture
Campaign planningCreatives & CopyValue PropositionsCalls to Action / AssetsMulti-Channel CampaignsMicro-sitesOpens; CTRs; downloads; Form conversions etc etc
Sales
Marketing
Time=MoneyReasons to Call/Hook Sales Targets (Mthly/Qrtly)Propensity to CloseSales Pipeline/ForecastProfit MarginBonus & Kickers
ROI etc etc
Accountable Marketing
Marketing lead to sale conversion rates & trends
% Leads not actioned / rejected by sales
% Leads turned into opportunities by sales
Potential revenue pipeline
Revenue closed
Return on Marketing Investment (RoMI)i.e. mktg spend vs revenue ratio
Don’t forget to track other interesting metrics!
Business Financial ControllingFinancial Analysis on countries, products, margins, pricesSystem set up of Marketing promotionsRoMI viewBudget allocations!
Data ProcessingSet up DatabasesHostingSoftware & SystemSystem integrationSystem admin & supportSecurity
Sales PlansMarket feedbackBrand AmbassadorCampaign promotionCampaign feedbackLead conversion & opportunity Lead follow up and reporting
Working Together
SalesFinance
MarketingIT
Development and implementation of marketing strategiesTarget group segmentationContact programmes for prospects and customersChannel design and managementMarketing and sales controlling
Thank You