Marketing Strategies That Enable Sales Force Success


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Juliann Grant of Telesian Technology and Scott Sommer of Jacobs Engineering discuss pre and post-sales strategies that build a bridge between marketing and sales. This presentation was delivered at the 3rd Annual Marketing and Sales Summit in 2008.

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Marketing Strategies That Enable Sales Force Success

  1. 1. Marketing Strategies That Enable Sales Force Success Juliann M. Grant, Vice President Telesian Technology Inc. [email_address] 978-681-1600 Scott Summer, Automation Technology Manager Jacobs Engineering [email_address] (610) 731-1010
  2. 2. Today’s Approach <ul><li>Pre-Sales Strategies (Juliann) </li></ul><ul><li>Post-Sales Strategies (Scott) </li></ul><ul><li>Goal: Use this information next week when you get back to the office </li></ul>Build a Bridge Between Marketing & Sales
  3. 3. The Approach <ul><li>Pre-Sales Strategies </li></ul><ul><li>Post-Sales Strategies </li></ul><ul><li>Goal: Use this information next week when you get back to the office </li></ul>Build a Bridge Between Marketing & Sales
  4. 4. The Problem <ul><li>Sales spends 40% time preparing customer-facing deliverables </li></ul><ul><ul><li>Less than 50% use materials created by marketing </li></ul></ul><ul><ul><li>10-20% create compelling materials that are consistent with corporate messaging </li></ul></ul><ul><li>85% of a company’s brand image is determined by direct interaction between sales and customers </li></ul><ul><li>What the heck are they using?? </li></ul><ul><li>CMO Council: Closing the Gap, August 2008 </li></ul>
  5. 5. More problems <ul><li>Lack of common language/dialog </li></ul><ul><li>Lack of processes or systems </li></ul><ul><li>Siloed operations </li></ul><ul><li>Ineffective reporting, organizational structures </li></ul><ul><li>Leaves Marketing in the Dark…and all we hear is ….. </li></ul>
  6. 6. According to CMO Council <ul><li>Marketing must power both the go-to-market process and every step of the lead generation, qualification, closing, and account reactivation cycle to truly be an effective partner with sales to drive growth and performance… </li></ul>
  7. 7. The Bottom Line… <ul><li>Marketing operates at 50,000 feet </li></ul><ul><li>Focus on lead generation, brand visibility </li></ul><ul><li>Need to learn how to maximize every sales opportunity </li></ul><ul><li>Overcome Conflicts, Build Cohesion </li></ul>
  8. 8. Dissecting Pre-Sales
  9. 9. Marketing’s Gotta Get New Shades <ul><li>Take off rose-colored glasses </li></ul><ul><li>Get into the trenches </li></ul><ul><li>Don’t leave it all up to the channel to succeed </li></ul><ul><li>Increase direct contact with your market </li></ul><ul><li>Put yourself in buyers shoes </li></ul><ul><li>Avoid show up and throw up style </li></ul><ul><li>Eliminate Thud factor </li></ul>
  10. 10. Market Strategically, Sell Tactically <ul><li>Aligning messages, programs, tools around motivating needs, business challenges </li></ul><ul><ul><li>Urgent, important, useful </li></ul></ul><ul><li>Address Customer lifecycle needs </li></ul><ul><ul><li>Pre-Sales: Choosing to be a customer </li></ul></ul><ul><ul><li>Post-Sales: A Customer Experience </li></ul></ul>
  11. 11. Sales Has A Process <ul><li>Does Marketing know what that is? </li></ul><ul><li>If yes, how do you use that information? </li></ul>
  12. 12. A Typical Sales Process Gather Requirements Your Universe RFP/Scope of Work Test/Demo Negotiation Approval
  13. 13. <ul><li>Understand how purchases get made for your products/services </li></ul><ul><li>Put yourself in the Buyer’s shoes </li></ul><ul><ul><li>How do they feel? </li></ul></ul><ul><ul><ul><li>Excitement, fear, cognitive dissonance </li></ul></ul></ul><ul><ul><li>What do they need to know? </li></ul></ul><ul><ul><ul><li>How can you help them? </li></ul></ul></ul><ul><ul><ul><li>What information do you have to help? </li></ul></ul></ul>Marketing Has a Buying Process
  14. 14. The Buying Process Stages Interest Confidence Close Awareness Your Universe Evaluation
  15. 15. Benefits of Buying Process Map <ul><li>Keeps pace with sales complexity </li></ul><ul><li>Puts the focus on the buyer </li></ul><ul><li>Increases sales velocity </li></ul><ul><ul><li>Remove obstacles in sales cycle </li></ul></ul><ul><li>Creates a framework when developing messages and tools </li></ul><ul><ul><li>Identifies gaps to support complex selling </li></ul></ul>
  16. 16. Messages Change Subtly <ul><li>Early Stages </li></ul><ul><ul><li>Bond with buyer thoughts </li></ul></ul><ul><ul><li>Sorting process, information gathering </li></ul></ul><ul><ul><li>Stand out messages: why you are different </li></ul></ul><ul><li>Mid-Stages </li></ul><ul><ul><li>Setting evaluation criteria </li></ul></ul><ul><ul><li>Competitive positioning </li></ul></ul><ul><ul><li>How are your solutions better </li></ul></ul><ul><li>Late Stages to Purchase </li></ul><ul><ul><li>Implementation Questions </li></ul></ul><ul><ul><li>Successful projects and timelines </li></ul></ul><ul><ul><li>Mitigating perceived risk </li></ul></ul>
  17. 17. Buying Process and Sales Process Your Universe RFP/Scope Requirements Defined Capabilities Demo Negotiation Approval Interest Evaluation Confidence Close Awareness Leverage Points
  18. 18. Awareness: Inside a Buyer’s Mind <ul><li>“ I Have A Need” Information Gathering: </li></ul><ul><ul><ul><li>Search engines </li></ul></ul></ul><ul><ul><ul><li>Attend seminars, shows </li></ul></ul></ul><ul><ul><ul><li>Analyst reports </li></ul></ul></ul><ul><ul><ul><li>Read articles </li></ul></ul></ul><ul><ul><ul><li>Talk to colleagues </li></ul></ul></ul><ul><li>Which potential companies should I consider </li></ul><ul><li>What requirements do I need for RFP/scope </li></ul><ul><li>I need to sort through all these web sites </li></ul>
  19. 19. Awareness: Marketing Activities Be where your buyer is looking <ul><li>Develop materials/programs that help a buyer understand why you are different than other vendors </li></ul><ul><li>Influence RFPs with your differentiators </li></ul><ul><li>Programs: SEO, PPC, Events, PR, e-Marketing, Direct Mail, Advertising </li></ul><ul><li>Tools: Educational material, How-To’s, Buying Guides, White Papers, Telemarketing scripts, New Prospect Kits </li></ul>
  20. 20. How This Helps Sales <ul><li>Set up sales for success </li></ul><ul><li>Build qualified pipelines </li></ul><ul><li>More opportunities </li></ul><ul><li>Materials and programs set the initial “story” for your company </li></ul><ul><li>Attend as many early stage </li></ul><ul><li>sales cycle meetings as possible! </li></ul>
  21. 21. Supporting the Sales Cycle Your Universe Gather Requirements RFP/Scope of Work Awareness Interest
  22. 22. Interest: Inside A Buyer’s Mind <ul><li>How do I evaluate this product or service? </li></ul><ul><li>Who are the best people to help me with this? </li></ul><ul><li>Here’s the website of company X, but it doesn’t tell me.. </li></ul><ul><li>Who has the most experience with my kind of company? </li></ul><ul><li>Which person seems genuinely interested in helping me understand this ? </li></ul>
  23. 23. Interest: Marketing Activities Demonstrate expertise <ul><li>Help sales uncover needs to qualify </li></ul><ul><ul><li>Uncovering problems </li></ul></ul><ul><ul><li>Conversations that build </li></ul></ul><ul><ul><li> relationship and trust </li></ul></ul><ul><li>Lead by example </li></ul><ul><li>Programs: Events, Advertising, e-Marketing, Web Site, Blogs, Social Media </li></ul><ul><li>Tools: Case studies by industry/application, Interviewing tools, Industry Issues Sheet, Buying Team Needs Map, DVDs, Podcasts </li></ul>
  24. 24. How This Helps Sales <ul><li>Increase consistency of message </li></ul><ul><li>Builds preference </li></ul><ul><li>Identifies unique differentiators for each market/function </li></ul><ul><li>Generate A-HA moments between sales and prospect </li></ul><ul><ul><li>Help buyers identify things that they did not think of </li></ul></ul><ul><ul><li>Builds trust and foundation for relationship or… </li></ul></ul>
  25. 25. Winning the Evaluation Your Universe Gather Requirements RFP/Scope of Work Test/Demo Awareness Interest Evaluate
  26. 26. Evaluation: Inside A Buyer’s Mind <ul><li>What are the pros and cons between Company X, Y, and Z </li></ul><ul><ul><li>Vendor Grading </li></ul></ul><ul><ul><ul><li>Who did a better job, who worked in the whole scenario </li></ul></ul></ul><ul><ul><ul><li>What were the cool features </li></ul></ul></ul><ul><li>What excites me the most about products X, Y, an Z? </li></ul><ul><li>What features can I live without? </li></ul><ul><li>What’s the risk to choosing company X? </li></ul>
  27. 27. Evaluation: Marketing Activities Prepare for Hand to Hand Combat <ul><li>How is your product/service better than the others </li></ul><ul><li>Competitor positioning </li></ul><ul><ul><li>Lay competitor traps </li></ul></ul><ul><ul><li>Anticipate incoming grenades </li></ul></ul><ul><li>Programs: Competitor database, e-Newsletters, Blogs, Social media </li></ul><ul><li>Tools: Comparison charts, PPTs, winning stories, smoking demos, case studies, F/A/B charts </li></ul>
  28. 28. How This Helps Sales <ul><li>Fizzles out competitor traps </li></ul><ul><li>Communicates why your products are better </li></ul><ul><ul><li>Clearly articulates features, benefits </li></ul></ul><ul><li>Overcomes obstacles </li></ul><ul><li>Demonstrates full comprehension of prospect needs </li></ul>
  29. 29. Creating Confidence Your Universe Gather Requirements RFP/Scope of Work Test/Demo Awareness Interest Evaluate Negotiation Confidence
  30. 30. Confidence: In A Buyer’s Mind <ul><li>Just about everyone in is involved in this project now </li></ul><ul><ul><li>More influencers engaged </li></ul></ul><ul><li>We really like company X </li></ul><ul><li>But, we have some concerns about being a customer long term </li></ul><ul><li>I want to feel confident about my recommendation </li></ul><ul><li>This would be a good resume builder </li></ul>
  31. 31. Confidence: Marketing Activities <ul><li>Tools and materials that communicate stability, low risk, demonstrated successes, proven implementation methods, quality training </li></ul><ul><li>Special Packages and Pricing Bundles </li></ul><ul><li>Programs: PR, Analyst Relations, Customer Reference Programs </li></ul><ul><li>Tools: Articles, analyst and investor reports, press releases, annual reports, customer references, case studies, Podcasts, executive blogs </li></ul>
  32. 32. How this Helps Sales <ul><li>Helps sales set expectations about next steps </li></ul><ul><li>Have resources at the ready to respond to client wish lists </li></ul><ul><ul><li>References </li></ul></ul><ul><ul><li>Implementation methods, processes, and schedules </li></ul></ul><ul><ul><li>Sample customer newsletters </li></ul></ul><ul><ul><li>Partner materials/contacts </li></ul></ul>
  33. 33. The Close Your Universe Gather Requirements RFP/Scope of Work Test/Demo Negotiation Approval Awareness Interest Evaluation Close Confidence
  34. 34. The Close: In a Buyer’s Mind <ul><li>How does your client really feel? </li></ul>
  35. 35. Close: Marketing Activities <ul><li>Establish what it’s like to be a customer </li></ul><ul><li>Programs: Executive Briefings, Invites to User Group Meetings, Executive Blogs, Social Media Groups </li></ul><ul><li>Tools: Annual reports, ROI calculator, corporate fact sheet, analyst endorsements, articles, positive press, project schedule, help desk, service accolades </li></ul>
  36. 36. How this helps Sales <ul><li>Goal: Sign a contract </li></ul><ul><li>Creates a memorable buying experience </li></ul><ul><li>Sets expectations </li></ul><ul><li>Gently guides the customer through the negotiations </li></ul><ul><li>Improves message consistency </li></ul>
  37. 37. Learn from the best <ul><li>Hang out with a few of your best sales people </li></ul><ul><ul><li>Listen to their questions and communication style </li></ul></ul><ul><ul><li>Get underlying thought processes ‘Why did you ask that question’ </li></ul></ul><ul><ul><li>Prepare observations of these experiences into a sales tool </li></ul></ul><ul><ul><li>Podcast interviews </li></ul></ul>
  38. 38. Discover how are tools being used <ul><li>Go to meetings and listen to the delivery of the message </li></ul><ul><li>Introduction of materials – what, when, how is it packaged </li></ul><ul><li>Map out your tools to buying process </li></ul><ul><ul><li>Make adjustments according to your sales experiences </li></ul></ul>
  39. 39. Mapping Your Tools & Programs   Discounts, special bundles         ROI Calculator   Case histories     Case Histories - service Savings calculator Industry Needs Maps Self-guided dvd/video   User communities Case histories Functional Role Needs Maps Telemarketing scripts   Social Media Groups Application Testing Interview documents Buying guides ROI Calculator User Group Events Product Demonstrations White Papers/Tutorials Articles Company Awards Company Awards Product comparisons Articles Industry reports Service accolades Service accolades Product data sheets Benefits of Partnering Website Articles, press, PR Analyst reports PPTs Name drop references Press releases Analyst reports Annual report Competitor analysis Corporate brochures White Papers/Tutorials Corporate fact sheet Testimonials Technology comparisons FAQs Lead gen program offers Annual report/financials Reference calls Feature/Benefit charts Testimonials Direct & email letter Close Confidence Evaluation Interest Awareness
  40. 40. Measuring Your Effectiveness <ul><ul><li>Ask yourself these questions: </li></ul></ul><ul><ul><li>Where does it fit in buying process? </li></ul></ul><ul><ul><li>Do the messages address the concerns of this stage? </li></ul></ul><ul><ul><ul><li>Do they overcome obstacles or create them? </li></ul></ul></ul><ul><ul><li>How will this help move the prospect to the next stage? </li></ul></ul>
  41. 41. Questions?