bridge the sales marketing gap webinar
DESCRIPTION
A step-by-step process to help align sales and marketing teams for double digit growth.TRANSCRIPT
Bridging the Gap Between
Sales & Marketing for
Double-Digit Growth
Rosemarie Monaco
Janet Windeknecht
Nov 9, 2010
Copyright 2010 All rights reserved
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The Situation
Over 80% struggle with lack of synergy
between sales and marketing
Leads to lost revenue opportunities
Aberdeen Group, July 2009 Lead Lifecycle Management: Building a Pipeline that Never Leaks
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The Situation
Over 80% struggle with lack of synergy
between sales and marketing
Leads to lost revenue opportunities
Leaks in pipeline
Frustration builds
Gap widens… and
Competition gains!
Aberdeen Group, July 2009 Lead Lifecycle Management: Building a Pipeline that Never Leaks
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Aberdeen Group, January 2010
The 20%: Best in Class
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The Big Nut to Crack
Companies are investing
in software to help them
increase new customer
acquisition…
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Sales & Marketing
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Sales Says
These leads s**k
You don’t understand my
customer
Prices are too high
You just don’t get it
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Marketing Says
You’re just an order taker
You don’t understand
marketing
You don’t see the bigger
picture
You just don’t get it
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Sales & Marketing…
Have meetings rather
than meet
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The Gap
Marketing requests input
Sales complains
Marketing rejects input
Sales ignores marketing
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Search for a Solution
Analyze the Disconnect
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The Sales Disconnect
The Objective
Meet or exceed sales goals
The Behavior
Sell to a predisposed audience
Do whatever it takes
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The Marketing Disconnect
The Objective
Influence buyers
• Branding and Awareness
• Lead generation
The Behavior
Be brilliant and creative
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Sales Responsibility
Qualify prospects
Listen to needs
Develop relationships
Face resistance
Provide feedback to marketing
Create or tap into urgency
Close the sale
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Marketing Responsibility
Bring products or services to market
Develop a plan
Develop key messaging
Communicate messages to the market
• Global
• Targeted
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What Both Need: Best in Class
Intelligence
Material Difference
Relationships
Proof or Validity
Sense of Urgency
Deliverables
Increase in sales!
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Material Difference: Key Qualities
Resonates: emotional and rational
Quantifiable: hard hitting
Save time, money
Eases pain, solves problems
Improves the quality of life/work
Goes beyond competitive advantage
Causes a change in behavior
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Examples of Material Difference
Cell phone vs. land line
Email vs. postal mail
I-pod vs. CD’s
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The Process: Step 1
Gather Intelligence
Research
One-on-one
Social Media
Sales & Marketing Meet
One-on-one
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One-on-One
Buyer information
Competitive information
Product development
Trends/Intelligence
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Develop Questions
Arm sales force
Initiates dialogue
Shows interest
Develops relationship
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Asking the Right Questions
Perception
Company/offering
Competition
Behavior
Needs
Current
Future
Wants
Obstacles
Implications of change
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Asking the Right Questions
Perception
Company/offering
Competition
Behavior
Needs
Current
Future
Wants
Obstacles
Implications of change
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Listen Well
What piqued interest
Listen for the pain
Understand obstacles
Need is not always
obvious
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The Process: Step 2
Analyze data
Brainstorm
Involve all stakeholders
Identify problems
Areas for improvement
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Discover the Material
Difference
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Superior Storage
Available intelligence
Security
Customer Service
Online inventory
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Superior Storage
Costing $2000/mo
Online inventory
Accessibility overpowering
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Superior Storage
Material difference
Save $1500/mo
Have access within one hr
Urgency
Losing $1500/mo
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The Process: Step 3
Proof and Credibility
Customer Testimonials
Case Studies
Article Reprints
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The Process: Step 4
Marketing Deliverables
Relationship building
• Customers
• Prospects
• Public
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Marketing Deliverables
Pave the way
Make difference obvious
Advertising, Direct marketing
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Marketing Deliverables
Provide credibility
Public Relations
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Marketing Deliverables
Provide credibility
Public Relations
Case Studies
Testimonials
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Marketing Deliverables
Prepare sales presentation
State material difference
Provide proof—credibility
Make it flexible, easy to customize
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Social Media
A versatile real-time communication
tool to:
Listen, engage, comment
Poll, announcement, news
Validate concepts, feedback
Tools: TweetDeck, Hootsuite
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Marketing Deliverables
Internal communications
Everyone on the same page
Keep sales force informed
Motivate sales force
Solicit feedback
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The Process: Step 5
Sales Implementation
Test & Refine
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Pulling It All Together
Goals Issues Path to
Goals
Material
Difference
Tools
Optimize space
Save money
Convenience
Lacks organization
No time
Needs access
Online
Inventory
Pickup/
delivery
Save $1500/mo
One-hour access
Free to
concentrate on
presentation
Presentation
Case Study
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Benefits for Sales
Effective sales tools
Focus on primary objective
Results - Closing
Focus on taking responsibility
Trust Marketing
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Benefits for Marketing
Get the right information
Focus on primary objectives
Influence buyers: brand, leads
Trust Sales
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5 Steps for Closing the Gap
1. Gather Intelligence
2. Analyze & Brainstorm
3. Proof & Credibility
4. Marketing Deliverables
5. Sales Implementation
Test & Refine
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Closing the Gap Workshop
Rosemarie Monaco
Janet Windeknecht
201.227.0747 x 207
www.groupm.org
http://twitter.com/jwindeknecht
www.linkedin.com/in/janetwindeknecht
www.linkedin.com/in/rosemariemonaco