Integrate sales and marketing sales collaboration nov 2011

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

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

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

… Info rmation from Sa les …
New Products & Services
Changing Customer Needs
Emerging Competitors
Market Trends
Product Direction
Improved Technology

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

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

Win-Loss: Ideally …
Systematic, Planned Effort
Phone Interview
Conducted by Third Party
(internal or external)
With Sales or by Sales

- Sales Process
- Customer Relationship
- Positioning
- Distribution
- Company Image
- Financial Stability
Reliability/Quality
Product Capabilities
Product Features
- Technology
Price
Delivery/Implementation
- Maintenance
- Support
- Training

Trade Shows: Concentrated Intelligence
Competitors
Customers / Prospects
Suppliers (yours and your competitor’s)
Subcontractors
Vendors
Media
Industry/Financial analysts

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

Integrate sales and marketing sales collaboration nov 2011

by Business Intelligence Source on Nov 17, 2011

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