Professional Development

Session #4Sessions 1 - 3: Background, Implications,

Diagnostics

Session 3 Recap: The Leaders & Lessons 1 – 5

Session 4: Lessons 6 – 12

The Premise: “We can’t find enough ??” Peter Saunders, the owner of ClinTek, good business but churning through ??

people Radical ?? Shift is occurring:

x% complete

The New Buyer

More informed

More connected

More ??

More ??

More ??

More risk averse

More abundant

3 Implications of the New Buyer

1.New ?? – the sales process has a lot of twists, turns and loops

2.New sales team skills – the old canned approach doesn’t work

3.??

The sales processOld Funnel - and new reality

New structure full of twists and ‘bounces’ – XX machine

Marketing has a growing role in revenue generation

This first 57% is marketing!

The remaining

43% is sales & marketing

The 20 Leaders

&

The First 5 Lessons

The 20 LeadersDawn AbankwahVP Business DevelopmentSpafinder Wellness

Leslie CarterChief Brand and StrategyOfficer, Knightsbridge

Janet CampbellVP SalesTAB Records Management

Nikki GoreVP MarketingBluecat Networks

Andrew JenkinsPrincipalVolterra

Mike HennessyVP Sales and MarketingIntelliresponse

Camille KennedySenior Director of MarketingHip Digital Media

Christina DiLalloMarketing ManagerNewcomp

Joanne GoreDirector of MarketingAvanti

Mark FaskenSales ManagerInfluitive

The 20 LeadersColin McAlpinFormer VP Product MktgCognos

Brian MergelasCEOWaterTAP

Jennifer McGill CanuFormer Group Mktg DirectorRoyal Building Products

Pina SciarraVP SalesJ&J

Liz WilliamsDirector of Mktg & CommsADP

Susan SmartGroup Account DirectorTite Group

Dave ZavitzSVP Sales and MarketingCanada Cartage

Ross NepeanVP Global MarketingTAB Records Management

Herb SaundersPresidentAmerican Appraisal Canada

Colleen PreisnerDirector of MarketingFCT

Who’s missing from right here??

Lesson 1

Get Support from ??

Get Support From The Top• If you don’t, marketing is not likely to succeed in mid-market B2B companies • Lots of skepticism and lack of experience – requires senior buy-in to

overcome• How to get that support:

1. Secure a marketing ?? for year one2. Get leadership ?? for marketing (weekly meeting with senior exec for first

3 - 4 months)3. Be on the executive committee4. Have ?? own marketing initiatives internally

Lesson 2

Set ?? Expectations

Set Realistic Expectations• Everyone thinks marketing is easy, that anyone can do it, and that

results will happen in a month or two • Because the purchasing cycle in B2B is long, marketing takes just as

long to have an impact • Not a 3 or 6 month process• Reality: ?? – ?? months to see consistent pipeline

growth from marketing, and real impact is in years ?? and ??

Lesson 3

Don’t be the ?? Department

Don’t be the Art Department• Everyone thinks marketing = ‘what color is the logo’ in B2B

companies• Have to dispel this myth hard and fast • Take a calculator to meetings• Talk about ROI• Don’t just do brochures

Lesson 4

The Right Attitude

The Right Attitude• Marketers take responsibility for ?? generation• Role up your sleeves• Be resourceful• Sharing expertise = marketing

Lesson 5

Good Marketing Starts With Business Acumen

Business Acumen• Strategic thinkers – is the company differentiated, is the value

proposition clear and compelling, is the position sustainable • How does the business make ?? • What marketing drives ROI (most ??

customers, least cost) • B2B marketers need to focus on ‘hard side’

(financials and data) and ‘soft-side’ (creative and communications)

Lesson 6

Know your Target Market

Know your target market• Can’t be all things to all people. • Target your customers:

• Use the company data, if there is sufficient

• Talk with sales people • Use personas

Lesson 7

Be heard from all directions

Be heard from all directions• There is no silver bullet in B2B marketing

• buyers want to know the company from many angles (it’s how they build trust)

• 5 – 7 touch points (11 – 13 in some)• Some marketers know how many touches

it takes to get to a deal

Lesson 8

Be a resource allocation wizard

Be a resource allocation wizard• Prioritize activities in the face of limited resources

1. Target markets2. Roles / decision makers3. Objectives – what’s the biggest problem:

• Strategy• Awareness• Lead Generation• Sales Team Support• Retention / Share of Wallet

4. Tactics, tools and campaigns (avoid ‘shiny marketing syndrome’)

Lesson 9

Deliver Quick Wins

Deliver quick wins• Stave off the skepticism; small

businesses won’t wait a year for results

• Use a ‘First 100 Days’ approach (activities, then results)

• Possible F100 activities: • Strategy• Brand update• Website overhaul• Sales collateral • Others based on company needs

Lesson 10

Pick your battles, and communicate your choices

(again and again)

Pick your battles and communicate your choices

• Everyone wants you to do it all, yesterday • Announce your priorities and your timelines• But everyone will forget what you’ve

planned – so communicate and re-communicate the plan and milestones

• Become the Department of Redundancy Department

a lot

Lesson 11

Get Aligned on Goals

Get aligned on goals• Sales thinks marketers are ‘academics’ and ‘irrelevant’• Marketing thinks salespeople are ‘simple-minded’ and

‘cowboys’• They’re the same team – the revenue generation team• To get aligned:

1. Establish a revenue goal 2. Define the buying process3. Figure out the revenue generation math 4. Feedback (closed-loop process) 5. It doesn’t have to be perfect, just start

Lesson 12

Working well with sales and

marketing

Success starts at the top 1. Understand the sales leader’s mindset (what do they expect from marketing)2. Create shared definitions (eg qualified lead)3. Try things out – don’t shut every sales idea down4. Be the head of Sales and Marketing

Oblique reference contest: Why did I choose this picture?

What’s NextSession #5

Lessons 13 - 20

Special Report Update

May 27th Book Launch Party - the plan - how you can help

Upcoming Marketing