CommunicationPROCESS         Getting Sales to                                Love MarketingMarketingtoSalesDeveloped By: A...
What is itA list of steps that the marketing organisation can follow to build a morepersonalized relationship with sales f...
Actions at each stage of a programActions before the     Actions while the    Actions after the program is launched   prog...
The process         Actions before the program is launched    Actions while the program is running        Actions after th...
Stage 1 Actions before the program is           launchedMtoS                         © 2009
Document the initial planAction: Create a single page document of the initial plan.     Who are the targets (industry sec...
Obtain leadership supportAction: Obtain buy in support from key stakeholder leaders to the high levelplan.     Obtain bot...
Check the proposition internallyAction: Identify a number of sales reps and sales engineers to check theprogram and propos...
OPTIONAL           Check the proposition externally           Action: Check with an analyst.                Depending on ...
Share the program ideaAction: Share the program idea with the sales reps.     Share with the sales reps on a call in a gr...
Build the marketing planAction: Build and document the marketing plan.     Keep the document short and easy to understand...
Share the marketing planAction: Share the marketing plan with sales leaders and sales reps.     Share with the sales lead...
Update on program deliverablesAction: Update the sales reps on how you are progressing with theprogram deliverable.     P...
Marketing support costsAction: Document the initial plan.     Document: 30 minutes content development.Action: Obtain lea...
Marketing support costsAction: Build the marketing plan.     Document: 3-4 hours content development and approval.Action:...
Marketing support tools     Resource allocation matrix document.Action: Document the initial plan.     Sample document o...
Stage 2  Actions while the program is           runningMtoS                             © 2009
Advise of the program launchAction: Communicate to the sales team that the program has started and whatthe next steps are....
Remind sales of their actionsAction: Remind the sales team if you know when then have an action.     If you know an actio...
Ongoing program remindersAction: Remind the sales team about the program.     If the program runs over a number of weeks ...
Marketing support costsAction: Communicate to the sales team that the program has started and whatthe next steps are.    ...
Marketing support tools     Resource allocation matrix document.Action: Communicate to the sales team that the program ha...
Stage 3 Actions after the program has            finishedMtoS                         © 2009
Advise that the program has endedAction: Communicate to the sales team that the program has ended and whatthe next steps a...
Gather feedbackAction: Obtain feedback from sales individuals.     Schedule a 10 minutes call with the sales person to pr...
Communicate results to salesAction: Communicate the initial results of the program to the sales team.     10 minute brief...
Communicate results to leadersAction: Communicate the results of the program to sales and BU leadershipteams.     Communi...
Marketing support costsAction: Communicate to the sales team that the program has ended and what thenext steps are.     E...
Marketing support tools     Resource allocation matrix document.Action: Communicate to the sales team that the program ha...
Thoughts Let Me Know andrearmstrong@gmail.comMtoS                                    © 2009
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Getting sales to love marketing programs

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This presentation provides framework that a BtoB Tech Marketer can follow to build a stronger relationship with sales through the development of marketing programs that are loved by sales.

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Getting sales to love marketing programs

  1. 1. CommunicationPROCESS Getting Sales to Love MarketingMarketingtoSalesDeveloped By: Andre Armstrong
  2. 2. What is itA list of steps that the marketing organisation can follow to build a morepersonalized relationship with sales for a marketing program. It resultsin sales willingly having a more active involvement in the program,leading to a more positive outcome for that program.MtoS © 2009
  3. 3. Actions at each stage of a programActions before the Actions while the Actions after the program is launched program is running program has finished Stage 1 Stage 2 Stage 3 MtoS © 2009
  4. 4. The process Actions before the program is launched Actions while the program is running Actions after the program has finished Stage 1 Stage 2 Stage 3• Document the initial plan • Advise sales of the • Advise sales that the• Obtain leadership support program launch program has ended• Check the proposition • Remind sales of their • Gather and finalize sales internally and externally actions and marketing feedback• Share the program idea • Continue to remind sales of • Communicate results to the with sales the program sales team• Build the marketing • Communicate results to the program plan leaders• Share the marketing program plan with sales• Keep sales up to date on program deliverablesMtoS © 2009
  5. 5. Stage 1 Actions before the program is launchedMtoS © 2009
  6. 6. Document the initial planAction: Create a single page document of the initial plan.  Who are the targets (industry sector, contact types and levels).  What is their need.  Why do they need this.  What product/solutions or services can you offer.  What are the marketing elements of the program (email, DM, telemarketing).Why: Provides initial guidance and can support further stages of the process.MtoS © 2009
  7. 7. Obtain leadership supportAction: Obtain buy in support from key stakeholder leaders to the high levelplan.  Obtain both marketing and sales leadership support.  If briefing verbally, follow up with an email to confirm the high level points.  Single page document of the plan can be provided if required.Why: To ensure access to budget funding and resources as the plandevelops.MtoS © 2009
  8. 8. Check the proposition internallyAction: Identify a number of sales reps and sales engineers to check theprogram and proposition.  Look to check with multiple people in each sales team.  Firstly check with the sales directors to see whether any of their teams have wins/opportunities already and if so check with those sales reps and their sales engineers.  If more bodies are needed focus on sales reps and engineers who already have accounts in that sector.Why: They can provide a level of validity and additional information for theprogram and in doing this will feel more strongly aligned to the program.MtoS © 2009
  9. 9. OPTIONAL Check the proposition externally Action: Check with an analyst.  Depending on the level of service you have with an analyst firm you could check the proposition by setting up a call and asking them questions.  Even if the program is only part successful, let them know it was a success and thank them for their help. Why: Provides a third party view of your program from a industry expert. Partly briefs the analyst and the follow up reminds them of your companies capabilities and strokes their ego. Action: Check with a partner.  If there is a partner that specialises in this area you could check the proposition with them. Why: Provides a third party view of your program from an expert. MtoS © 2009
  10. 10. Share the program ideaAction: Share the program idea with the sales reps.  Share with the sales reps on a call in a group environment, ensure that you have at least a sales director on the call. Before the call, run through with the director the structure and how you might need their support.  Call out sales reps, sales engineers, analysts and partners who have already commented on the proposition (explain why you went to them first).  Look to get the sales reps to agree that the program is a good idea, to allow you to progress with the building of the plan.  Overcome objections using sales reps or engineers you have checked the proposition with, plus the sales directors.  Advise you will share the marketing plan with them.Why: Shows that sales are being consulted throughout and implies to repsthat there is already support from their peers. Will result in someadditional reps supporting the program, with the rest remaining passivebut open minded.MtoS © 2009
  11. 11. Build the marketing planAction: Build and document the marketing plan.  Keep the document short and easy to understand.  You don’t need to consult outside of marketing unless you need to use other teams in the plan (sales reps, telemarketers etc).  Once the plan is built consider areas where sales might see problems and formulate a response.Why: Provides guidance to marketing and others what the marketing planis, its deliverables and milestones.MtoS © 2009
  12. 12. Share the marketing planAction: Share the marketing plan with sales leaders and sales reps.  Share with the sales leaders first to get there buy-in, make amends as required.  Share with the reps on a call in a group environment, ensure that you have at least a sales director on the call. Before the call, run through with the sales director the structure and how you might need their support.  In preparation for the call send a brief email to the reps with an overview of the marketing plan that you intend to go over.  Overcome petty objections using the sales directors, with anything significant agree to amend the plan.  Get the sales director to wrap up by stating the plan looks good, get them to ask the reps if there are any objections to moving forward and implementing the plan.Why: It advises the sales team what the plan of action is and gives acontrolled forum to provide feedback with an agreement to progress.MtoS © 2009
  13. 13. Update on program deliverablesAction: Update the sales reps on how you are progressing with theprogram deliverable.  Provide a short and simple document to the sales team on the key milestones to the launch of the program.  Provide a quick update every couple of weeks on how the program is progressing against the milestones. Ideally this should be done on an existing sales directors call, but could be in an email. If it is via email ensure that each sales rep gets their own email.Why: It ensures the program remains in the minds of the reps, providesthem how it is progressing, allowing them to calculate when it will startproviding results.MtoS © 2009
  14. 14. Marketing support costsAction: Document the initial plan.  Document: 30 minutes content development.Action: Obtain leadership support.  Phone: 10 minutes preparation and 15 minutes phone call leader.  Email: 20 minutes email content development.Action: Check the proposition internally.  Phone: 10 minutes preparation and 20 minutes phone call per person.Action: Check the proposition externally.  Phone: 10 minutes preparation and up to 30 minutes phone call per person.Action: Share the program idea.  Phone: 10 minutes preparation and 15 minutes phone call per sales team.MtoS © 2009
  15. 15. Marketing support costsAction: Build the marketing plan.  Document: 3-4 hours content development and approval.Action: Share the marketing plan.  Phone: 10 minutes preparation and 15-20 minutes phone call per sales team.Action: Update on the program deliverables.  Document: 1-2 hours content development and approval.  Phone: 10 minutes preparation and 10 minutes phone call per sales team.  Email: 20 minutes email content development.MtoS © 2009
  16. 16. Marketing support tools  Resource allocation matrix document.Action: Document the initial plan.  Sample document of an initial plan.Action: Share the marketing plan with sales leaders and sales reps.  Sample email content to share the marketing plan with the sales reps before the call that goes through the marketing plan.Action: Update the sales reps on how you are progressing with the programdeliverable.  Sample document for that sales team that shows the key marketing milestones  Sample email content on how the program is progressingMtoS © 2009
  17. 17. Stage 2 Actions while the program is runningMtoS © 2009
  18. 18. Advise of the program launchAction: Communicate to the sales team that the program has started and whatthe next steps are.  Communicate via a personalized email or on a sales call.  Provide them with a short FAQ document that highlights the issues and the solutions.Why: Alerts the sales person that the program has started and reminds themof their actions.MtoS © 2009
  19. 19. Remind sales of their actionsAction: Remind the sales team if you know when then have an action.  If you know an action and rough date a salesperson has to perform an action remind them the day before ideally by leaving them a voice message. - be quick and to the point by writing down what you will say.Why: Pushes the action item higher up a sales persons ‘to do’ list and ensuresthat they know what to do and when to do it.MtoS © 2009
  20. 20. Ongoing program remindersAction: Remind the sales team about the program.  If the program runs over a number of weeks remind the sales team every 3 weeks about the program. Communicate either by speaking to them or via personalized email. - advise / discuss any results in their areas. - remind them of their actions, gain their commitment to that again. - solicit their feedback, take actions if required.Why: Ensures the sales person knows that the program is still running and theactions expected of them while allowing marketing to gain feedback todetermine if the program needs to be amended.MtoS © 2009
  21. 21. Marketing support costsAction: Communicate to the sales team that the program has started and whatthe next steps are.  Phone: 10 minutes preparation and 5 minute phone call per sales team.  Email: 30 minutes email content development and time to send per rep.Action: Remind the sales team if you know when then have an action.  Phone: 10 minutes preparation and 1-5 minute phone call per rep.  Email: 30 minutes email content development and time to send per rep.Action: Remind the sales team about the program.  Phone: 20 minutes preparation and 10 minute phone call per rep.  Email: 1 hour email content development and time to send per rep.MtoS © 2009
  22. 22. Marketing support tools  Resource allocation matrix document.Action: Communicate to the sales team that the program has started and whatthe next steps are.  Sample email content.Action: Remind the sales team if you know when then have an action.  Sample email content based on the sales team doing a follow up call.Action: Remind the sales team about the program.  Sample email content.MtoS © 2009
  23. 23. Stage 3 Actions after the program has finishedMtoS © 2009
  24. 24. Advise that the program has endedAction: Communicate to the sales team that the program has ended and whatthe next steps are.  Communicate via personalised email. Thank them for their help and advise that:  you will shortly gather feedback from them individually and provide a response to their feedback.  having taken into account the feedback you’ll share initial results with them.  that the results will then be shared with the management.Why: So that the sales person knows the program is finished and that theirfeedback is appreciated and acted upon.MtoS © 2009
  25. 25. Gather feedbackAction: Obtain feedback from sales individuals.  Schedule a 10 minutes call with the sales person to provide feedback.  cross check marketing’s view of results with their view.  capture both the positive and negative.  determine if there are any differences or concerns, capture these.  Gather all the differences and concerns. Identify key and common concerns then formulate responses.  Schedule individual follow up calls to communicate the responses.  for anything minor acknowledge that you looked at them and they will be taken into account in future programs.Why: Shows their feedback is valued and acted upon, which makes them moresupportive as they believe it will produce more results for them.Ensures that marketing can overcome any differences around results beforethey are communicated to leadership.MtoS © 2009
  26. 26. Communicate results to salesAction: Communicate the initial results of the program to the sales team.  10 minute briefing within 4 weeks of the program ending.  Provide a quick overview of the program.  Thank them for responding when you reached out to them for feedback. Give an overview of that feedback, callout the some of the sales peoples feedback.  Give an overview of the results to date – call out one or two of the sales team to give an update on their particular successes.  Welcome them to contact you directly if they have any further questions.Why: Sales want to compare how they did to others, to see if the could getbetter results, to judge if it was beneficial to them and to determine the level ofsupport to give to future programs.MtoS © 2009
  27. 27. Communicate results to leadersAction: Communicate the results of the program to sales and BU leadershipteams.  Communicate in a very short email that appears personalized to them.  Thank sales leaders for their teams help, advise of the positive contribution the team made in developing the program and providing feedback.  Provide brief statistics and comments on results.Why: Allows the leadership to form a judgemental opinion on how wellmarketing is doing in its lead generation and its relationship with sales andtheir needs.MtoS © 2009
  28. 28. Marketing support costsAction: Communicate to the sales team that the program has ended and what thenext steps are.  Email: 30 minutes email content development and time to send per rep.Action: Obtain feedback from sales individuals.  Phone: 15 minutes preparation per rep and 10 minutes call per rep.  + follow up.Action: Communicate the initial results of the program to the sales team.  Phone: 20 minutes preparation and 10 minute phone call per sales team.Action: Communicate the results of the program to sales and BU leadershipteams.  Email: 1 hour email content development and time to send per person.MtoS © 2009
  29. 29. Marketing support tools  Resource allocation matrix document.Action: Communicate to the sales team that the program has ended and what thenext steps are.  Sample email content.Action: Communicate the results of the program to sales and BU leadershipteams.  Sample email content.MtoS © 2009
  30. 30. Thoughts Let Me Know andrearmstrong@gmail.comMtoS © 2009

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