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Marketing & Sales Alignment, Erik Peterson, Corporate Visions

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Transcript

  • 1. Getting Marketing & Sales to Perform Well Together
  • 2. Erik PetersonSVP Strategic Consulting Corporate Visions
  • 3. MESSAGES MATTER
  • 4. Malcolm Gladwell
  • 5. Scientist for Tipping Point Morton M. Grodzins
  • 6. Scientist for Deliberate Practice Dr. K. Anders Ericsson
  • 7. Malcolm Gladwell
  • 8. Great Messaging is an Act of Leadership
  • 9. Ask not what your country can do for you…but what you can do for your country
  • 10. We do this not because it is easy, but…because it’s hard!
  • 11. Why is Messaging an Act of Leadership? MESSAGING CREATES TRIBES
  • 12. Messaging Also Creates Resistance
  • 13. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Mis-Aligned Incentives   Lack of Belief in the Message
  • 14. Why Should They Care?
  • 15. Use Contrast VS
  • 16. Join the tribeUse a Member of Their Tribe to Sell It
  • 17. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Misaligned Incentives   Lack of Belief in the Message
  • 18. Never Fight a Commission Plan Sales reps are coin-operated
  • 19. Commission Isn’t the Only Incentive
  • 20. INCENTIVES TELL A STORY
  • 21. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Misaligned Incentives   Lack of Belief in the Message
  • 22. Dismissed at a Glance
  • 23. Beware of Help
  • 24. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Misaligned Incentives   Lack of Belief in the Message
  • 25. MESSAGES MATTER

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