Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder

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Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder

  1. 1. Corporate VisionsMarketing and SalesAlignment Karen Snyder, Director, Solution Marketing Kevin Starner, Director, Sales Enablement Wednesday, Sept 21, 2011 1 1
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  5. 5. Sales & Marketing Aligning for Impact Place image here Kevin Starner, Director Sales Enablement Karen Snyder, Director Solutions Marketing Wednesday, September 21, 2012© 2010 Iron Mountain Incorporated. All rights reserved. Iron Mountain and the design of the mountain are registered trademarksof Iron Mountain Incorporated. All other trademarks and registered trademarks are the property of their respective owners.
  6. 6. 85% of theMessaging created by MarketingOn Power collateralgoes unused -Entrepreneur Magazine40% is the average amount of time spent bysales people creating their own material – CMO CouncilOnly 10-20% of salespeople are creating the‘best’ message for their prospects -American Marketing Association 6
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  8. 8. Joined IM Joined IM in 2002 in 2005The more things Direct Sales Dual Masterschange… EMR Enablement/ Sales Training & Digital Record Development Center President’s Award Sales Leadership Winner Director, Industry Director, Sales Marketing Enablement Solutions 8
  9. 9. The more thingsStay the Same… 9
  10. 10. OUR CHALLENGE    10
  11. 11. ? A New WayEVENT Old Way  The New WayPROCESS Old Way Your WayCULTURE = Organizational Alignment 11
  12. 12. OUR SOLUTION    Define and Sequence Your Messaging Events 12
  13. 13. What if you could… 13
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  15. 15. AMBASSADOR OF AWESOMENESSSUSAN TRUMPLER 15
  16. 16. POWER MESSAGING TRAINING420 Trained*24 Cities10 Weeks 16
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  18. 18. HERE’S WHAT THEYARE SAYING… 18
  19. 19. ABOUTPOWER MESSAGING 19
  20. 20. How Often is Your Manager Coaching You on Power Messaging?EveryOpportunity 53%Only theBiggestOpportunities 28%Rarely to Never 19% 20
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  22. 22. How Often Are You Applying Power Messaging Techniques to Your Deals?EveryOpportunity 59%Only theBiggestOpportunities 38%Rarely to Never 3% 22
  23. 23. At What Stage in the Sales Process Do You Start Applying Power Messaging?Prospecting 48%NeedsAnalysis 23%SolutionPresentation 28%Closing 1% 23
  24. 24. STALLED DEALS • 352 Stalled Deals • 19 Deals Signed • $14MM Total Value 24
  25. 25. AND WE’RE JUSTGETTING STARTED ;) 25
  26. 26. OUR SOLUTION    Define and Sequence Your Messaging Events  Establish Your  Message Creation Process 26
  27. 27. Early Adoption 27
  28. 28. Historically Speaking 28
  29. 29. Do  you  know   about  Iron   Mountain?   29
  30. 30. Did  I  tell  you   we  are  the   Leader?   30
  31. 31. See  our  Map,  cool   huh?   31
  32. 32. So  What?   32
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  36. 36. Message Creation Marketing Importan t to your Buyer nd o Defe SalesProduct Management Easy t 36
  37. 37. Core Message Document 37
  38. 38. Interactive Messaging Guide How? 38
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  40. 40. OUR SOLUTION    Define and Sequence Your Messaging Events    Establish Your Message Creation Process   Develop Your Messaging Culture 40
  41. 41. CuisineLanguage Theatre 41
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  43. 43. Before Sales Enablement Weekly 43
  44. 44. After Sales Enablement Weekly 44
  45. 45. Before After 45
  46. 46. Sales Enablement WeeklySphere of Influence Product &Solutions Revenue Management Marketing Proposal Services Business Intelligence Product Management Salesforce.com Internet Marketing Sales Support Account ServicesEmployee Communications Professional Services Corporate Communications Experiential Marketing 46
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  49. 49. Some People Are More CreativeThan Others 49
  50. 50. WHAT IF…You had over 300 specific Messaging Objects atyour finger tips? 50
  51. 51. Messaging Objects 51
  52. 52. Develop Your Messaging CultureSales Process Messaging CultureMarketing Process 52
  53. 53. OUR SOLUTION    Define and Sequence Your Training Events    Establish Your Message Creation Process    Develop Your Messaging Culture 53
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  56. 56. So, what do you think? 56

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