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Integrate sales and marketing sales collaboration nov 2011

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How to Collaborate with Sales to Capture Competitive and Customer Intelligence and more. This is part of a panel discussion from our SLA Competitive Intelligence Division's webinar on Integrating …

How to Collaborate with Sales to Capture Competitive and Customer Intelligence and more. This is part of a panel discussion from our SLA Competitive Intelligence Division's webinar on Integrating Sales & Marketing to Gain Intelligence given in Nov 2011.

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  • 1. Integrating Sales & Marketing to Gain Intelligence Collaborating with Sales Ellen Naylor: +1-303-838-4545 [email_address] www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcolorado
  • 2. Personality of Sales Reps Highly Goal-Oriented Like to Keep Score Money Oriented High Need for Recognition Drivers – Impatient, Sometimes Aggressive What’s the Benefit? Strong Customer Identification Competitive Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 3. Gaining Cooperation With Sales
      • Low Cost - Part of Sales
      • Needs Assessment
      • Treat with Respect
      • Incentives
      • No Corporate Fire drills
      • Easy Channels for Communication
      • Mutually Beneficial Relationship
    Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 4. … Info rmation from Sa les …
      • New Products & Services
      • Changing Customer Needs
      • Emerging Competitors
      • Market Trends
      • Product Direction
      • Improved Technology
    Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 5. What Sources/Processes Already Exist? Sales Force Automation Win-Loss Reports Customer Satisfaction Rumor Mill Competitor Materials Social Media Blogging Customer Loyalty Selling Guide Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 6. Why Win-Loss?
        • Highest Value Research for Expended Effort
        • Most Accurate Measurement of Positioning
        • Benefits Customer
        • Exalts Vendor in Customer’s Eyes
        • Huge Data/Insight Mining Opportunity
    Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 7. Win-Loss: Ideally …
        • Systematic, Planned Effort
        • Phone Interview
        • Conducted by Third Party
        • (internal or external)
        • With Sales or by Sales
    Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 8.
    • - Sales Process
    • - Customer Relationship
    • - Positioning
    • - Distribution
    • - Company Image
    • - Financial Stability
    • Reliability/Quality
    • Product Capabilities
    • Product Features
    • - Technology
    • Price
    • Delivery/Implementation
    • - Maintenance
    • - Support
    • - Training
    Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 9. Trade Shows: Concentrated Intelligence
    • Competitors
    • Customers / Prospects
    • Suppliers (yours and your competitor’s)
    • Subcontractors
    • Vendors
    • Media
    • Industry/Financial analysts
    Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  • 10. Thank You! Ellen Naylor: +1-303-838-4545 [email_address] www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcolorado
    • References for Win/Loss Analysis:
    • Win/Loss Review by Rick Marcet
    • From a Good Sales Call to a Great Sales Call by Richard Schroder
    • Articles from CI Magazine:
    • http://www.thecisource.com/publications
    • Communicating Cooperatively: Trade Shows
    • Win/Loss Analysis: The Cooperative Angle  
    • Increasing Sales Through Win/Loss Analysis  
    • Capturing Competitive Intelligence Through Your Sales Force