logging in or signing up Aligning Sales Marketing is a 3 Legged Stool in B2B Presentation ppt hlemke Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 177 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: April 02, 2011 This Presentation is Public Favorites: 2 Presentation Description A milking stool used 3 legs for the best stability in uneven ground. Doesn't it make sense to want a stable sales and marketing framework to tackle the ups and downs of the market place? Learn about the 3 areas which lead sales and marketing alignment to 20% increase in revenue, 33% lower cost/lead and 50% increase in sales ready leads. 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Edit Comment Close Premium member Presentation Transcript Slide 1: 1 Sales and Marketing is a Three Legged Stool 1 Workshop Leaders: John Kratz – jkratz@visiongroupmn.com Ken Jondahl – kjondahl@visiongroupmn.comDeliverables: 2 Deliverables 3 types of customers and differences in how they buy How to outpace your competition by getting the 3 legs of your sales and marketing stool on firm footing Explore what bad things can happen if the the 3 legs are not aligned 2Key Terms: 3 3 Key TermsThe First Leg of the Journey was “How to Sell”: The First Leg of the Journey was “How to Sell” External View of Sales It is not about how we sell It is about how they buy 4 Internal View of Sales It is not what you sell It is how you sell Their Needs not Ours Curse of Knowledge Be a Buying Facilitator It’s Not About How You Sell, It’s About How They Buy !3 Primary Types of Buyers: 3 Primary Types of Buyers 5 Value Solution first, value justification next Buying cycles extended in tough times Strategic Ability to deploy company resources Longest Buying Cycle Price Price, delivery, works out of box Efficient Buying cyclesSlide 6: Best of Breed Align Sales and Marketing in 3 Main Areas www.marketingprofs.com/marketing/researchWhy Align Sales and Marketing?: 7 Why Align Sales and Marketing? Grew sales revenue 20% year over year A ligned marketing activities with specific sales goals and objectives 47% of the sales forecasted pipeline is generated by a marketing initiated activity 7 A 2010 Survey of 453 companies indicated those businesses which report the greatest success in aligning Sales and Marketing: Sales and Marketing Alignment: Producing Results Together - Aberdeen 2010-09 Common Alignment Issues : 8 Common Alignment Issues Sales and marketing disagree on what is a lead Our marketing activities do not produce enough high quality leads It is difficult to help our customers value justify buying from us It is difficult to have conversations around the sales funnel, customers go in one end and come out the other. 8Presentation Paradigm : 9 Presentation Paradigm It’s not about IT , it is about what you can do with IT It is not a sales cycle , it is a buying cycle It is not about the cost/lead , it is about sales ready leads 9CEO Scenario: 10 CEO Scenario 10 Your company is launching a new product or service and trains the entire sales organization in a day long meeting. (The next week your salespeople start calling on buyers and customers.) Assume you video tape three different sales people attempting to sell your new offering to the same title within the same vertical channel. If you were to review the tapes, would you be able to determine: If the same product/service was being sold? If the salespeople even worked for the same company?Shouldn’t These Be Consistent?: Shouldn’t These Be Consistent? Marketing Messages = Sales Conversations “When they are not consistent, the burden of positioning your offerings falls, by default, on the shoulders of sales people.” How to Align Sales and MarketingSlide 12: 12 Would you choose 500 GB for $59 or 1000 GB for $79 ? Both are plug and play USB ?Slide 13: 13 Would you change your answer if the “usage” was to carry large critical files while traveling? What is more important, product features or the usage? Tips on how to build customer focused messagingWhat Factors Resonate the Most?: What Factors Resonate the Most? 14 Specific industry (82% found this significantly or somewhat more valuable) Job function (67% found this significantly or somewhat more valuable) Company size (59% found this significantly or somewhat more valuable) MarketingSherpa , B2B Marketing Benchmark Report 2009-10Slide 15: Customer- Focused Messaging Who? Job title/function and specific market/industry What? The compelling need of your customer Why? Contributing reasons/issues which prevent your customer from achieving their needs How? How the product or service is used to address the customers need Value? Provide measurement of improvements achieved Tips on how to build customer focused messagingPresentation Paradigms: 16 Presentation Paradigms It’s not about IT , it is about what you can do with IT It is not a sales cycle , it is a buying cycle It is not about the cost/lead , it is about sales ready leads 16Which Customer Would You Rather Be?: 17 Which Customer Would You Rather Be? Tips on How to Align Sales and Marketing Around How Your Customers BuySlide 18: Continuous Improvement Latent Needs Compelling Needs/Looking to Improve Evaluating/Buying Reviewing & Measuring Results Installing/ Implementing The Buying Cycle Shifting Concerns of Individuals as They Make Buying DecisionsSlide 19: ? How to Create the Best Buying Experience in B2BPresentation Paradigms: 20 Presentation Paradigms It’s not about IT , it is about what you can do with IT It is not a sales cycle , it is a buying cycle It is not about the cost/lead , it is about sales ready leads 20Where Do You Lose the Race?: Where Do You Lose the Race? 21 Marketing gets measured on cost/lead , while sales is measured on closing deals, “their quota” Without a formal definition of what is a sales ready lead , organizations will struggle with issues between sales and marketing Aberdeen Group, Best Practices Sales Marketing Alignment, Dec 2008Slide 22: If: 3 Active + 7 Leak = 5 22 Out of 10 leads, 7 “leak” out of the funnel. Of the 7 leads, 5 go on to purchase in 12 to 18 months and sales is unaware. Then: 50% more = 33% less Aligned companies “recycle” the 7 leaked leads back to nurturing. Producing 50% more sales ready leads at 33% less cost.Slide 23: What bad things happen if we don’t focus on individual’s making buying decisions? Tips to align Sales and Marketing Around a Common Sales MethodTake Away Considerations: 24 Take Away Considerations 24 Common Language How Customers Buy Common Sales Method What It Can Do Buying Cycle Sales Ready LeadQuestions?: 25 Questions? 25 How to Contact Vision Group You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Aligning Sales Marketing is a 3 Legged Stool in B2B Presentation ppt hlemke Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 177 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: April 02, 2011 This Presentation is Public Favorites: 2 Presentation Description A milking stool used 3 legs for the best stability in uneven ground. Doesn't it make sense to want a stable sales and marketing framework to tackle the ups and downs of the market place? Learn about the 3 areas which lead sales and marketing alignment to 20% increase in revenue, 33% lower cost/lead and 50% increase in sales ready leads. Comments Posting comment... By: hlemke (14 month(s) ago) If you would like a clean pdf copy of this presentation, please visit: http://www.visiongroupmn.com/Articles/Aligning-Sales-Marketing-3-Legged-Stool.pdf Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: 1 Sales and Marketing is a Three Legged Stool 1 Workshop Leaders: John Kratz – jkratz@visiongroupmn.com Ken Jondahl – kjondahl@visiongroupmn.comDeliverables: 2 Deliverables 3 types of customers and differences in how they buy How to outpace your competition by getting the 3 legs of your sales and marketing stool on firm footing Explore what bad things can happen if the the 3 legs are not aligned 2Key Terms: 3 3 Key TermsThe First Leg of the Journey was “How to Sell”: The First Leg of the Journey was “How to Sell” External View of Sales It is not about how we sell It is about how they buy 4 Internal View of Sales It is not what you sell It is how you sell Their Needs not Ours Curse of Knowledge Be a Buying Facilitator It’s Not About How You Sell, It’s About How They Buy !3 Primary Types of Buyers: 3 Primary Types of Buyers 5 Value Solution first, value justification next Buying cycles extended in tough times Strategic Ability to deploy company resources Longest Buying Cycle Price Price, delivery, works out of box Efficient Buying cyclesSlide 6: Best of Breed Align Sales and Marketing in 3 Main Areas www.marketingprofs.com/marketing/researchWhy Align Sales and Marketing?: 7 Why Align Sales and Marketing? Grew sales revenue 20% year over year A ligned marketing activities with specific sales goals and objectives 47% of the sales forecasted pipeline is generated by a marketing initiated activity 7 A 2010 Survey of 453 companies indicated those businesses which report the greatest success in aligning Sales and Marketing: Sales and Marketing Alignment: Producing Results Together - Aberdeen 2010-09 Common Alignment Issues : 8 Common Alignment Issues Sales and marketing disagree on what is a lead Our marketing activities do not produce enough high quality leads It is difficult to help our customers value justify buying from us It is difficult to have conversations around the sales funnel, customers go in one end and come out the other. 8Presentation Paradigm : 9 Presentation Paradigm It’s not about IT , it is about what you can do with IT It is not a sales cycle , it is a buying cycle It is not about the cost/lead , it is about sales ready leads 9CEO Scenario: 10 CEO Scenario 10 Your company is launching a new product or service and trains the entire sales organization in a day long meeting. (The next week your salespeople start calling on buyers and customers.) Assume you video tape three different sales people attempting to sell your new offering to the same title within the same vertical channel. If you were to review the tapes, would you be able to determine: If the same product/service was being sold? If the salespeople even worked for the same company?Shouldn’t These Be Consistent?: Shouldn’t These Be Consistent? Marketing Messages = Sales Conversations “When they are not consistent, the burden of positioning your offerings falls, by default, on the shoulders of sales people.” How to Align Sales and MarketingSlide 12: 12 Would you choose 500 GB for $59 or 1000 GB for $79 ? Both are plug and play USB ?Slide 13: 13 Would you change your answer if the “usage” was to carry large critical files while traveling? What is more important, product features or the usage? Tips on how to build customer focused messagingWhat Factors Resonate the Most?: What Factors Resonate the Most? 14 Specific industry (82% found this significantly or somewhat more valuable) Job function (67% found this significantly or somewhat more valuable) Company size (59% found this significantly or somewhat more valuable) MarketingSherpa , B2B Marketing Benchmark Report 2009-10Slide 15: Customer- Focused Messaging Who? Job title/function and specific market/industry What? The compelling need of your customer Why? Contributing reasons/issues which prevent your customer from achieving their needs How? How the product or service is used to address the customers need Value? Provide measurement of improvements achieved Tips on how to build customer focused messagingPresentation Paradigms: 16 Presentation Paradigms It’s not about IT , it is about what you can do with IT It is not a sales cycle , it is a buying cycle It is not about the cost/lead , it is about sales ready leads 16Which Customer Would You Rather Be?: 17 Which Customer Would You Rather Be? Tips on How to Align Sales and Marketing Around How Your Customers BuySlide 18: Continuous Improvement Latent Needs Compelling Needs/Looking to Improve Evaluating/Buying Reviewing & Measuring Results Installing/ Implementing The Buying Cycle Shifting Concerns of Individuals as They Make Buying DecisionsSlide 19: ? How to Create the Best Buying Experience in B2BPresentation Paradigms: 20 Presentation Paradigms It’s not about IT , it is about what you can do with IT It is not a sales cycle , it is a buying cycle It is not about the cost/lead , it is about sales ready leads 20Where Do You Lose the Race?: Where Do You Lose the Race? 21 Marketing gets measured on cost/lead , while sales is measured on closing deals, “their quota” Without a formal definition of what is a sales ready lead , organizations will struggle with issues between sales and marketing Aberdeen Group, Best Practices Sales Marketing Alignment, Dec 2008Slide 22: If: 3 Active + 7 Leak = 5 22 Out of 10 leads, 7 “leak” out of the funnel. Of the 7 leads, 5 go on to purchase in 12 to 18 months and sales is unaware. Then: 50% more = 33% less Aligned companies “recycle” the 7 leaked leads back to nurturing. Producing 50% more sales ready leads at 33% less cost.Slide 23: What bad things happen if we don’t focus on individual’s making buying decisions? Tips to align Sales and Marketing Around a Common Sales MethodTake Away Considerations: 24 Take Away Considerations 24 Common Language How Customers Buy Common Sales Method What It Can Do Buying Cycle Sales Ready LeadQuestions?: 25 Questions? 25 How to Contact Vision Group