Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Aligning marketing communications with sales enablement to increase impact

618
views

Published on

Tracey Fanelli, …

Tracey Fanelli,
Senior Vice President, Marketing and Communications,
Wells Fargo

Published in: Business, Career

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
618
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
29
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1
  • 2. 2
  • 3. 3
  • 4. We need to be customer-focused! 4
  • 5. Lesson #1Look deeper than the initial request 5
  • 6. How we started§  Started small with one topic area§  Pilot training§  Tailor materials§  Train again§  Message again 6
  • 7. Lesson #2Test, refine and test again 7
  • 8. Lesson #3Find your advocates 8
  • 9. Launch 9
  • 10. Be ready! 10
  • 11. Lesson # 4Money talks 11
  • 12. Why should marketers care? 12
  • 13. 57% 13
  • 14. Customers’ progress through the purchase decision before engaging sales Customers are choosing to delay commercial conversations with suppliers 57% completeCustomer due Customer’s first seriousdiligence begins engagement with sales Purchase Source: 2011 Corporate Executive Board Customer Purchase Research Survey; CEB Research (n=1399) 14
  • 15. 15
  • 16. Lesson #4Marketing owns the message 16
  • 17. "…the goal of collaboration is notcollaboration, it’s betterresults!” − Morten Hansen, management professor at University of California, Berkeley and at INSEAD, France 17
  • 18. 18