does your marketing sell? productcamp8
Post on 13-Sep-2014
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DESCRIPTION
High-level view of needs for aligning Marketing and Sales with the objective of driving revenueTRANSCRIPT
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Does your Marketing Sell?
Product Camp 8
Feb 2012
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Session Overview
• Sharing is everything – kick off with POV and look to dialogue as main learning context
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What is marketing and what is selling
Marketing attracts prospects and nurtures leads
Sales delivers closed deals from opportunities
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Key differences between Marketing and Sales
• number of contacts managed
• and time invested with each contact
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Impacts on delivering revenue
Large number of contacts into the overall process
Fewer contacts – screened for quality
Not all opportunities are qualified
Marketing Sales
Low-touch Sales efforts High-touch
Sales efforts
Key Metric • Prospect Conversion Rate • Time to deliver Sales Qualified Leads
Key Metrics • Sales Conversion Rate • Time to Close (velocity)
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Why are marketing messages
important?
To get interest of prospects !
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What makes a good message?
• Unique to you your capabilities – Set you apart from competitors
• Identifies customer’s problems
– Shows how you provide solution and benefit
• Establishes base for conversation – Sets the stage for sales dialogue – mutually solve
problems not “sell” something
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How does Marketing Enable sales success?
Engages the customer and enables focused-selling – establish basis for conversation
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Sample Messages
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What’s Unique? What’s the problem they help solve? What’s the context for conversation?
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What’s Unique? What’s the problem they help solve? What’s the context for conversation?
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What’s Unique? What’s the problem they help solve? What’s the context for conversation?
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What’s Unique? What’s the problem they help solve? What’s the context for conversation?
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Recap
– What’s Marketing and What’s Selling?
• Who cares – it has the same goal, revenue generation • Critical to have clear responsibilities and performance metrics for each
role
– Why are marketing messages important? • Set-up sales process and dialogue with customers • Have a full sales-funnel or well qualified leads; ensure sales focus is
driving to revenue rather than prospecting for opportunities
– What makes a good marketing message? • Unique to you and important to your customer! • And enables sales to have a dialogue, tell a story and solve customer
problems (both business/technical and personal)