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S&MM - Results of Marketing and Sales Alignment Survey

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Presentation of results of new marketing and sales alignment survey conducted by the magazine that will shed light on how differently or similarly marketing and sales professionals view the …

Presentation of results of new marketing and sales alignment survey conducted by the magazine that will shed light on how differently or similarly marketing and sales professionals view the challenges, issues and opportunities facing both teams.

Published in: Business, Career

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  • 1. PREVIEW Marketing and Sales Alignment Survey Sales & Marketing Management Magazine
  • 2. 2 SurveyResponses •  Nearly 200 marketing and sales participants •  Cross-section of companies from <50 employees to >5,000 employees •  Cross-section of companies from at least 15 different industries
  • 3. 3 HowMuchMessagingGetsUsed? 59% said less than50% of messaging gets used Marke&ng   Sales   61% said more than 50% of messaging gets used
  • 4. 4 HowMuchMessagingGetsUsed? 59% said less than50% of messaging gets used Marke&ng   Sales   61% said more than 50% of messaging gets used ALIGNMENTFINDING! •  Marke&ng  thinks  sales  people     DON’T  use  their  stuff   •  Sales  people  think  they     DO  use  marke&ng’s  stuff    
  • 5. 5 WhyMessagesDon’tGetUsed?* •  (45%) Too product-centric, not customer-centric •  (39%) Selling is in the spoken word, too many tools written •  (28%) Tools don’t match the tasks in the buying cycle *  Pick  your  top  two  choices  from  list  of    seven  op6ons   Marke&ng   Sales   •  (51%) Too product-centric, not customer centric •  (28%) Tools don’t match the tasks in the buying cycle •  (26%) Messages don’t sound like customer conversations
  • 6. 6 WhyMessagesDon’tGetUsed?* •  (45%) Too product-centric, not customer-centric •  (39%) Selling is in the spoken word, too many tools written •  (28%) Tools don’t match the tasks in the buying cycle *  Pick  your  top  two  choices  from  list  of    seven  op6ons   Marke&ng   Sales   •  (51%) Too product-centric, not customer centric •  (28%) Tools don’t match the tasks in the buying cycle •  (26%) Messages don’t sound like customer conversations ALIGNMENTFINDING! •  More  customer-­‐centric  messaging   •  Tools  that  align  with  the     buying  cycle   •  Sound  more  like  sales   conversa&ons    
  • 7. 7 WhyProspectsChooseYou?* •  (53%) Product quality •  (27%) Brand reputation •  (10%) Sales interactions •  (8%) Pricing •  (45%) Product quality •  (22%) Sales interactions •  (16%) Brand reputation •  (14%) Pricing *  Pick  one  of  four  choices   Marke&ng   Sales  
  • 8. 8 WhyProspectsChooseYou?* •  (53%) Product quality •  (27%) Brand reputation •  (10%) Sales interactions •  (8%) Pricing •  (45%) Product quality •  (22%) Sales interactions •  (16%) Brand reputation •  (14%) Pricing *  Pick  one  of  four  choices   Marke&ng   Sales   ALIGNMENTFINDING! •  We  think  our  products  rock!   •  Marke&ng  and  sales  disagree   about  brand  vs.  conversa&ons    
  • 9. 9 HowDoesMarketingDriveRevenue?* 1. Branding 2. Product positioning 3. Demand generation 4. Inbound strategies 5. Sales enablement 1. Product positioning 2. Sales enablement 3. Branding 4. Demand generation 5. Inbound strategies Marke&ng   Sales   *  Rank  these  five  in  order  of  importance  1  =  most  important  
  • 10. 10 HowDoesMarketingDriveRevenue?* 1. Branding 2. Product positioning 3. Demand generation 4. Inbound strategies 5. Sales enablement 1. Product positioning 2. Sales enablement 3. Branding 4. Demand generation 5. Inbound strategies Marke&ng   Sales   *  Rank  these  five  in  order  of  importance  1  =  most  important   ALIGNMENTFINDING! •  Marke&ng  and  sales  disagree   about  priority  for  sales   enablement   •  Both  agree  product  posi&oning  is  a   top  strategy  for  driving  revenue    
  • 11. 11 (64%) Can’t differentiate (Losing deals we shouldn’t) (58%) Can’t break status quo (Closing rates going down) (50%) Can’t communicate value (Deal sizes shrinking) (28%) Can’t justify price (Excessive discounting) (63%) Can’t differentiate (Losing deals we shouldn’t) (53%) Can’t break status quo (Closing rates going down) (49%) Can’t communicate value (Deal sizes shrinking) (35%) Can’t justify price (Excessive discounting) ResultofPoorSalesConversations?* *  Pick  the  top  two  biggest  problems     Marke&ng   Sales  
  • 12. 12 (64%) Can’t differentiate (Losing deals we shouldn’t) (58%) Can’t break status quo (Closing rates going down) (50%) Can’t communicate value (Deal sizes shrinking) (28%) Can’t justify price (Excessive discounting) (63%) Can’t differentiate (Losing deals we shouldn’t) (53%) Can’t break status quo (Closing rates going down) (49%) Can’t communicate value (Deal sizes shrinking) (35%) Can’t justify price (Excessive discounting) ResultofPoorSalesConversations?* *  Pick  the  top  two  biggest  problems     Marke&ng   Sales  ALIGNMENTFINDING! •  Marke&ng  and  sales  completely   agree  on  the  ranking  of  problems   caused  by  poor  sales   conversa&ons  
  • 13. 13 WhatPartofStoryNeedsFixingFirst?* 1.  Campaigns  and  selling  tools  don’t   break  through!   2.  Messages  are  undifferen;ated  and   uninspiring!   3.  Sales  conversa;ons  do  not   dis;nguish  us  from  compe;tors   4.  Sales  nego;a;ons  don’t  capture  the   value  we  deserve   1.  Messages  are  undifferen;ated  and   uninspiring!   2.  Campaigns  and  selling  tools  don’t  break   through!   3.  Sales  conversa;ons  do  not  dis;nguish   us  from  compe;tors   4.  Sales  nego;a;ons  don’t  capture  the   value  we  deserve     Marke&ng   Sales   *  Rank  all  four  with  1  =  fix  first  and  4  =  fix  last  
  • 14. 14 WhatPartofStoryNeedsFixingFirst?* 1.  Campaigns  and  selling  tools  don’t   break  through!   2.  Messages  are  undifferen;ated  and   uninspiring!   3.  Sales  conversa;ons  do  not   dis;nguish  us  from  compe;tors   4.  Sales  nego;a;ons  don’t  capture  the   value  we  deserve   1.  Messages  are  undifferen;ated  and   uninspiring!   2.  Campaigns  and  selling  tools  don’t  break   through!   3.  Sales  conversa;ons  do  not  dis;nguish   us  from  compe;tors   4.  Sales  nego;a;ons  don’t  capture  the   value  we  deserve     Marke&ng   Sales   *  Rank  all  four  with  1  =  fix  first  and  4  =  fix  last   ALIGNMENTFINDING! •  Both  seem  to  agree  that  the   story  itself  (messages  and   tools)  is  the  more  urgent   challenge  to  fix  
  • 15. THANKYOU!