Driving Sales & Marketing Alignment as a True Business Imperative<br />Heather Loisel<br />Senior Vice President Marketing...
Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The F...
JDA at a Glance<br />EMEA<br />18%<br />Americas<br />65%<br />Asia Pacific<br />17%<br />GLOBAL PRESENCE<br />6,000+ cust...
The Supply Chain Company<br />Revenue & Head Count<br />IPO<br />First Public<br />Retail SW<br />Company<br />MANU <br />...
Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The F...
Why do we care about Sales& Marketing alignment?<br />Target<br />Suspect<br />Probable<br />Acknowledged<br />Potential<b...
Target<br />Suspect<br />Probable<br />Acknowledged<br />Potential<br />Wins<br />It’s a new worldAnd it’s not going back<...
Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The F...
Sales & Marketing ProcessWe Wrote It Down<br />Marketing activities generate marketing responses (MR)<br />Direct marketin...
Usually very short
Phases managed by BD with multiple interactions to move the account along building the case to budget or until client says...
Phases led by Sales to bring an opportunity to fruition.  BD may still be involved in a supporting role.</li></li></ul><li...
Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The F...
12<br />The Middle of the Story<br />STAY<br />GO<br />
My Philosophies<br />“All people want to be successful”<br />and if they aren’t, then there is something I don’t know<br /...
Where we are now?<br />169%YTD<br />106%YTD<br />Marketing Generated Opportunities<br />Marketing Responses<br />2011<br /...
Things we are doing now that we weren’t doing before<br />Global campaigns<br />Solution guides to support sales cycles<br...
Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The F...
The Future Ahead<br />Future<br /><ul><li>Funnel analytics and statistical analysis
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Driving Sales & Marketing Alignment as a True Business Imperative

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Alignment of sales and marketing is a defining characteristic of Best-in-Class companies, according to Aberdeen's research. In fact, Best-in-Class companies report the relationship between sales and marketing to be good or strong at a rate 30 percent higher than all other companies. As buyers increasingly turn to the social web for research and recommendations, an increasingly "hidden" sales cycle is emerging. This dynamic puts new pressure on marketing to inform those conversations, and on sales and marketing alignment as a business imperative. Heather Loisel (@HeatherLoisel), Senior Vice President of Marketing at JDA Software (@JDASoftware), will discuss the impact of this "hidden sales cycle" and path that JDA took to achieving sales-marketing alignment as a response.

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Driving Sales & Marketing Alignment as a True Business Imperative

  1. 1. Driving Sales & Marketing Alignment as a True Business Imperative<br />Heather Loisel<br />Senior Vice President Marketing<br />
  2. 2. Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The Future Ahead<br />
  3. 3. JDA at a Glance<br />EMEA<br />18%<br />Americas<br />65%<br />Asia Pacific<br />17%<br />GLOBAL PRESENCE<br />6,000+ customersin 80 countries<br />3,200+ associatesin 38 offices<br />Serving customersfor 25+ years<br />
  4. 4. The Supply Chain Company<br />Revenue & Head Count<br />IPO<br />First Public<br />Retail SW<br />Company<br />MANU <br />Acquisition<br />I2Acquisition<br />Strategy<br />Change : Add<br />Manufacturing<br />Execution of Growth Strategy<br />
  5. 5. Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The Future Ahead<br />
  6. 6. Why do we care about Sales& Marketing alignment?<br />Target<br />Suspect<br />Probable<br />Acknowledged<br />Potential<br />Wins<br />Current pipeline status<br />90<br />90<br />16<br />6<br />2<br />2<br />100+<br />14<br />8<br />2<br />0<br />0<br />We are connected!<br />Historical View of Actual Flow in the Pipeline<br />* Includes new targets added to original list<br />
  7. 7. Target<br />Suspect<br />Probable<br />Acknowledged<br />Potential<br />Wins<br />It’s a new worldAnd it’s not going back<br />The Hidden Sales Cycle<br />* Includes new targets added to original list<br />
  8. 8. Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The Future Ahead<br />
  9. 9. Sales & Marketing ProcessWe Wrote It Down<br />Marketing activities generate marketing responses (MR)<br />Direct marketing, email campaigns, webinars, JDA.com, press, events, etc.<br />Responses that must be contacted (follow up) are passed on to BD as Marketing Interests (MI)<br />Business Development MI Process (24 – 48 hours)<br />Open<br />Assigned<br />Contacted<br />Converted<br />Sales Opportunity Process<br />Won<br />Lost<br />No Decision<br />Open<br />Assigned<br />Acknowledged<br />Suspect<br />Potential<br />Probable<br />Firm<br /><ul><li>Phase where Sales, BD and CRMs are in joint discovery & decide to move forward.
  10. 10. Usually very short
  11. 11. Phases managed by BD with multiple interactions to move the account along building the case to budget or until client says “I need someone onsite.”
  12. 12. Phases led by Sales to bring an opportunity to fruition. BD may still be involved in a supporting role.</li></li></ul><li>Sales & Marketing ProcessWe Wrote It Down<br />Marketing activities generate marketing responses (MR)<br />Marketing<br />Responses that must be contacted (follow up) are passed on to BD as Marketing Interests (MI)<br />Open<br />Assigned<br />Contacted<br />Converted<br />Sales Opportunity Process<br />Open<br />Assigned<br />Acknowledged<br />Suspect<br />Potential<br />Probable<br />Firm<br />Won<br />Business Development and alliances<br />Field Sales Teams<br />
  13. 13. Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The Future Ahead<br />
  14. 14. 12<br />The Middle of the Story<br />STAY<br />GO<br />
  15. 15. My Philosophies<br />“All people want to be successful”<br />and if they aren’t, then there is something I don’t know<br />“It’s my obligation as a leader to create an environment where people can be successful”<br /><ul><li>management is a volunteer sport</li></ul>“Bad news doesn’t get better with age”<br />“Great ideas come from everywhere”<br /><ul><li>Talk to people, listen, be accessible</li></ul>But there were really forces in the background that I didn’t know about…<br />
  16. 16.
  17. 17. Where we are now?<br />169%YTD<br />106%YTD<br />Marketing Generated Opportunities<br />Marketing Responses<br />2011<br />YTD<br />2010<br />2010<br />2011<br />YTD<br />
  18. 18. Things we are doing now that we weren’t doing before<br />Global campaigns<br />Solution guides to support sales cycles<br />Marketing of JDA Services<br />Market research for new initiatives<br />Sales Kick Off meetings with track <br />PR visibility measurement<br />Presenting KPIs & ROMI at the CEO & EVP levels<br />Internal portal updates<br />Tweeting<br />Prospect newsletters<br />Web site editorial meetings<br />Content syndication programs<br />Attending Sales business reviews<br />Targeted Eloqua programs<br />Event shared services<br />A new Web site<br />Analyst newsletters<br />Global PR content sharing<br />Analyst competitive pages<br />Sessions & customer speakers<br />Focus on unifying the Brand<br />HR Linked in support<br />Social media<br />Creative shared services<br />Executive Powerpoint support<br />Customer newsletters<br />Transportation vertical marketing<br />
  19. 19. Agenda<br />Who is JDA<br />Why do We Care About Sales & Marketing Alignment<br />The Beginning<br />The Middle<br />The Future Ahead<br />
  20. 20. The Future Ahead<br />Future<br /><ul><li>Funnel analytics and statistical analysis
  21. 21. Buyer behavior surveys
  22. 22. Integration with the Services organization and new thinking around the whole customer life cycle
  23. 23. Personalization and persona marketing</li></ul>18<br />18<br />
  24. 24. Key Learnings<br />Marketing’s credibility is tied to meaningful business results<br />That influence will grow in the future because the buying process is more strongly in the hands of the buyer and not the seller<br />Any executive can be led to believe in Marketing if you can explicitly tie it to how they can be successful<br /><ul><li>And you are relentlessly committed to the cause</li></li></ul><li>What is leadership?<br />20<br />“<br />The best executive is the one who has sense enough to pick good peopleto do what he wants done andself restraint enough to keep from meddlingwith them while they do it.”<br />~Theodore Roosevelt<br />

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