“how to sell your content marketing investment to the vp of sales”

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How to Sell Your Content Marketing Investment to the

VP of Sales

Chris Corcoran | Mike SweeneymemoryBlue | Right Source Marketing

@memoryBlueSales | @mjsweeney • #cmworld

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Why Sales Hates Marketing

1. Marketing Acts Superior.2. Marketing Doesn’t Believe in Sales.3. Marketing Thinks Selling is Easy.4. Marketing Avoids Being Measured.5. Marketing Claims to be ‘Driving Sales.’6. Marketing Pretends it’s Strategic.7. Marketing Wastes Money.8. Marketing Pretends It’s Engineering.9. Marketing Argues About Lead Quality.10. Sales is Awesome. Everyone Else Sucks.

Source: Inc.com/Geoffrey James

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Confession of a Sales Professional

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How Sales-Friendly is Your Company?

Source: Amazon.com

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Two Types of Clients

• Limited-to-zero marketing resources, air cover, inbound, qualified marketing leads

• Surplus of marketing qualified leads (MQLs) as a result of content marketing

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Setting Salespeople Up for Success

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Source: Seth Godin, The Dip

It Really Pays To Be #1…

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The companies that made 1999 s ′Fortune 500 list said goodbye to 238 of their peers a mere 10 years later, a change of almost 50% from the 1999 Fortune 500 to the 2009 Fortune 500.

…But Can You Stay #1?

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How C-Level Executives Choose

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The Most Important Number in B2B Sales and Marketing

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Leveraging Content to Close Deals

• Enable your sales team to effectively communicate the company’s value proposition

• Improve sales reps’ knowledge of products, customer needs and competition

• Increase sales team’s productivity

• Reduce the cost of a sale

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“In industries that rely on their sales force to generate revenue, people are four times more important in building customer loyalty, than the products or services themselves.”

(Smith and Rutigliano)

What Matters: People vs. Products vs. Marketing

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Solution Sales = 3x Bigger Gap

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12 Factors to Consider When Hiring a VP of Sales

#1: The Ability to Recruit

Source: Dev Ittycheria - Greylock

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How Top Talent Decides

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"The Decision"

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• Championship Potential

• Quality of Teammates

• Quality of Coach

• Quality of Executives

• Resources• Compensation

What Matters to Salespeople

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Content Marketing is Table Stakes for Top Organizations

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"The company that doesn't use content to market has no advantage over the company that doesn't have content."

It’s Not Just Content, It’s Content Marketing

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August 7th, 1975

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August 7th, 1991

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August 7th, 2007

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August 7th, 2012

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How to Grow Your Business with Content Marketing