Beeckestijn clinic alignment sales & marketing 2april2012
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Beeckestijn clinic alignment sales & marketing 2april2012

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Tijdens een clinic op 2 april jl gaven Egbert Jan van Bel en Laura Nuhaan een zeer inspirerende clinic over de noodzaak van een betere alignment tussen marketing & sales. Hoe haal je als bedijf......

Tijdens een clinic op 2 april jl gaven Egbert Jan van Bel en Laura Nuhaan een zeer inspirerende clinic over de noodzaak van een betere alignment tussen marketing & sales. Hoe haal je als bedijf meer omzet uit jouw leads? En welke strategie heb je daarvoor?

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  • Today focussing on Social Media
  • Share KNOWLEDGE/Communicate Align sales- and buying process Define clear roles and responsibilities along process Be customer centric Dedicate marketeers to enable sales Communicate clearly Share information and Knowledge Determine level of service agreements Support Sales Help move prospects through the sales funnel! Don ’ t forget about Customer Service
  • INTEGRATED APPROACH Build with Sales leader, agree on steps, definitiions Ideal customer, scoring etc. Calculate goals based on converstion)

Transcript

  • 1. Demand Generation (New Style) requires intense collaboration between Sales and Marketing Egbert van Bel Laura Nuhaan April 2, 2012
  • 2. Goals Insight in Sales and Marketing issues-differences Generate ideas for alignment improvement Suggestions for maximizing Demand Generation Share Best Practices/Experiences among peers?
  • 3. Agenda 18.00 Opening (EJ) 18.10 Alignment -Changing online and social world -New models arise -Marketing and Sales Alignment 19.00 Discussion Alignment 19.30 Demand generation - Revenue Management - Lead generation:Buying Persona/Buying Profile -Lead nurturing/lead scoring -Sales enablement 20.00 Discussion 20.30 Tools and technology
  • 4. Agenda 18.00 Opening (EJ) 18.10 Alignment -Changing online and social world -New models arise -Marketing and Sales Alignment 19.00 Discussion Alignment 19.30 Demand generation - Revenue Management - Lead generation:Buying Persona/Buying Profile -Lead nurturing/lead scoring -Sales enablement 20.00 Discussion 20.30 Tools and technology
  • 5. Who is Responsible for the New Buyer? marketing  60 % of the buying process is gone through without contacting a (sales) person at the company (Sirius Decisions)  Owns the buying process Today’s Buyer:  Leverages the social web  Expects immediate value
  • 6. The Marketing and Sales Divide Marketing SalesFocus on * Leads * Deals * Lead Generation * SellingOrganisationVisibility * Low * HighContribution * Difficult a * Easy to judgeMeasure * Lead Volume * Closed Deal *Brand * Revenue • Almost 50 % of companies have conflicts between marketing and sales (Andeta research 2012)
  • 7. The Process Gap: Suboptimal Results Process Lead Gap Sales Revenu Generation Process e Lead Scoring & Nurturing• Over 50% of sales do not meet target (CSO Insights)• Over 90% of leads never close (Sirius decisions)• 40 % of sales time spent in finding & (re)creating content (CMO)• 90 % of marketing content goes unused (American Marketing Assoc.)
  • 8. Funnel Mindness The Must Have Skills for Marketeers • Content marketing* • Social Media* • Analytics* • Funnel Mindness * • Technology* • Sales Enablement*Eloqua • Only 10 % of Sales call their marketing Sales Savy (CMO insight)
  • 9. New Models Arise New models * demand focus Marketing Strategic •multi touch Traditional B to C •More effective face to face r Marketing Traditional B to B Staff Sales focus on face to face (high touch) Integrated Sales (Multi touch)
  • 10. Integration Works Marketing and Sales focus both on revenue and the funnel Chief Revenue Officer: Marketing and Sales report to the same person (*only 30 % of companies do this) Marketing divided in a strategic marketing team and a lead generation/sales support team (*only 35 % of companies) Job rotation and collaboration projects between sales and market (*only 26 % of companies) Visit key customers with Sales (*38 % of companies) * Andeta Research 2012
  • 11. Alignment Fundamentals Social Media/internet changes the way companies interact with customers Requires Review of Marketing and Sales Collaboration • Only 30 % of companies have a shared social media plan (Andeta Research)
  • 12. Agenda 18.00 Opening (EJ) 18.10 Alignment -Changing online and social world -New models arise -Marketing and Sales Alignment 19.00 Discussion Alignment 19.30 Demand generation - Revenue Management - Buying Persona/Buying Profile -Lead nurturing/lead scoring -Social Selling -Relation Management 20.00 Discussion 20.30 Tools and technology
  • 13. Discussion Questions Main issues/challenges Marketing and Sales along the funnel? What is the impact of online and social? On Alignment and Models? Main barriers for alignment? Success stories?
  • 14. Agenda 18.00 Opening (EJ) 18.10 Alignment -Changing online and social world -New models arise -Marketing and Sales Alignment 19.00 Discussion Alignment 19.30 Demand generation - Revenue Management - Lead generation:Buying Persona/Buying Profile -Lead nurturing/lead scoring -Sales enablement 20.00 Discussion 20.30 Tools and technology
  • 15. Well Structured Demand Generation pays off* Lead Scoring Lead & Sales Revenu Generation` Nurturing Process e % leads X % converted opportunities X % win rate X deal value = ROI Demand Generation costs Marketo Research Shows:• 22 % increase • 21 % more leads • 17 % increase in • 40 % more in leads convert into win rate revenue opportunities • 7 % shorter sales • 15 % reduction cycle in customer acquisition cost • 12 % increase in deal size
  • 16. New Funnel Requires Adjustments l
  • 17. Funnel Mindness = Revenue Management Inquiries Lead Generation Marketing Qualified Closed Loop Tracking Content Marketing Leads Lead Scoring Alignment Sales Accepted Leads Lead Nurturing Sales Qualified Leads Sales (Enablement) Closed deals • Only 39 % of marketeers researches sales data to improve their marketing campaigns (Andeta research) • Aligned Companies perform better: 20-24% more revenue growth (Sirius Decissions)
  • 18. Lead Generation Understand/listen to your target audience Identify buying persona and their journey Be visible and easy to be found Determine what content they are looking for and when • 57 % of B to B marketeers said that SEO had the largest impact on their lead generation • By 2015 nearly 75% of new inquiries are generated from the web”(Sirius)
  • 19. What is a buying PersonaA Buyer Persona is a detailed profile of an example buyer that represents thereal audience – an archetype of the buyer that the company hopes topersuade to choose its products, services or solution. 1, Start with a profile (name, description, who, behavior) : Research/use different sources 2. Analyze and develop further (solution fit, business fit, opportunity, size of segment) 3. Select key persona and build story 4. Launch Develop Content Strategy
  • 20. Content MarketingContent strategy is a focused look at the entire life cycle of content…from thecreation to maintenance, recycling and even retirement of content. Attention –interest-Desire-Action-Relation Buyer Persona
  • 21. That is where Lead Nurturing comes In What is the best content marketing strategy? • Content per buying phase • Delivery channel per buying phase • Delivery method • Content per buying persona Rela ve ROI per lead? e I r ? 100 0 0 O C ng ia s s l ai ow og PP SE ed M Bl ke Sh M ct ar re e al m ad ci Di le So Tr Te • 41 % of the companies struggle to create content for lead generation (marketing prof) • Customized marketing messages increase productivity with 20 % (CSO)
  • 22.  Build Profile:• Name• Description• Quote• Who (demographics)• Behavior
  • 23. Lead Scoring and Nurturing Making Face to Face Sales more effective: at the right time, with the right message with the sales  Buyer centric  Determine scoring criteria (demographic/behavorial/fit)  Define which nurturing/content program lead will fall into (telesales, emails, visit)  Qualify leads based on scoring (hot, warm, cold) Track where possible Build database • 50% of qualified leads are not ready to purchase immediately• Best-in-class companies were 4.6 times more likely to be involved in lead nurturing than were laggard companies (Aberdeen study (Gleanster)
  • 24. Example of Lead Scoring Super TargetFIT Target Other INTEREST Fit: Industry, Role, Company Size, Geography Interest: •Engagement: Latent buying behavior (early phases), •Buying Interest: Active buying behavior (late phases)
  • 25. Interest Scoring* - Examples • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-stage content +8 • Late-stage content +12*Marketo • Searches for “Marketo” +8
  • 26. Sales (Enablement) Make clear agreements on when and how to hand off leads into Sales (lead qualification) Determine required level of sales intelligence Providetools/support/collateral that make Sales successful • 40 % of sales time is spent in finding, creating and recreating marketing content (CMO council)• 47% of B2B marketers say they either close fewer than 4% of all marketing- generated leads, or they dont even know this metric (Forrester) • Sales reps spend 45 % of their time figuring out how to spend their time, instead of closing deals (IDC) • .
  • 27. No Lead Left Behind
  • 28. Don’t forget: Align and Monitor Make sure to involve marketing, sales and customer service Speak the same language Define clear roles and responsibilities Determine Service Level Agreements Set clear metrics per phase Monitor and evaluate! • Aligned companies experience higher customer retention, growth in billing size and revenue (Miller Heiman Best Practices 2010)
  • 29. Agenda 18.00 Opening (EJ) 18.10 Alignment -Changing online and social world -New models arise -Marketing and Sales Alignment 19.00 Discussion Alignment 19.30 Demand generation - Revenue Management - Lead generation:Buying Persona/Buying Profile -Lead nurturing/lead scoring -Sales enablement 20.00 Discussion 20.30 Tools and technology
  • 30. Discussion Have you adjusted your lead gen in the last 2 years? How and why What would be your 3 take aways from the presentation on demand Gen? What can you do with it in real life? Who has a content strategy, share experiences Who does lead nurturing? Best practices? Do’s and don’ts>
  • 31. Agenda 18.00 Opening (EJ) 18.10 Alignment -Changing online and social world -New models arise -Marketing and Sales Alignment 19.00 Discussion Alignment 19.30 Demand generation - Revenue Management - Lead generation:Buying Persona/Buying Profile -Lead nurturing/lead scoring -Sales enablement 20.00 Discussion 20.30 Tools and technology
  • 32. Example of Tools that Can Help • Brainshark • InsideView • GetSatisfaction • Hootsuite • Radiant6 • Onesource • Tweetdeck • SocialMention• TweetFeet • Wildfire • Marketo • Social CRM • ConstantContact • Eloqua (Salesforce)
  • 33. Find Us Laura@andeta.com http://www.andeta.com/nl Twitter: @theandetagroup LinkedIn Group: Sales and Marketing Innovation www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803?gid Facebook: www.facebook.com/TheAndetaGroup Google plus: plus.google.com/116749518833614916173/posts Blog: andetablog.com/
  • 34. Some screenshots Inside View Marketo Salesforce
  • 35. Resources: Inside View Social Selling University Andeta Sales and Marketing Alignment Study:http://andeta.polldaddy.com/s/sales-marketing- alignment-resultaten Marketo Eloqua
  • 36. Low High Touch Face to Face Social Media Phone Video Conference/chat Email Mobile
  • 37. An Overview of Social Selling Tools • Focus • Slideshare • Facebook • Forums • Twitter • YouTube • Linkedin • Channels • Blogs