10 Ways Sales & Marketing Can Close a Deal Together
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10 Ways Sales & Marketing Can Close a Deal Together

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Debbie Qaqish, Chief Revenue Officer of The Pedowitz Group, presents 10 simple ways marketing and sales can work together to close a deal faster.

Debbie Qaqish, Chief Revenue Officer of The Pedowitz Group, presents 10 simple ways marketing and sales can work together to close a deal faster.

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  • Go around the room and find out how long people have had Marketo: Less than 6 mos 6
  • Who should be on this webinar. If you are trying to answer this question, you need to be building a Revenue Marketing Practice.
  • Three key areas – Technology is a given. You CAN”T do this without Marketo We will be focusing on Process – which you have already heard a lot about and PEOPLE – which I bet you haven’t
  • Leverages Online behavior Invite, read, respond (automatically, real-time) Manage the funnel Deploys a Marketing Automation System (with CRM) SAS models Drives efficiency and reportable revenue Builds A Demand Generation Practice The revenue focused set of activities for both sales and marketing that: gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker. Contributes Trackable Top Line Revenue Growth
  • Go around the room and find out how long people have had Marketo: Less than 6 mos 6

10 Ways Sales & Marketing Can Close a Deal Together 10 Ways Sales & Marketing Can Close a Deal Together Presentation Transcript

    • Presented by:
    • Debbie Qaqish,
    • Chief Revenue Officer
    • The Pedowitz Group
    10 Ways Sales & Marketing Can Close a Deal Together
  • “ What are you gonna to do about revenue?”
  • Agenda
    • New Baseline:
      • Buying Process
      • Role of Marketing
      • Sales Approach
      • Creates a new alignment of sales & marketing
    • 10 Ways Sales & Marketing Can Close Deals Together
      • The old way
      • Leveraging the new baseline
  • Old Way of Buying/Selling
    • Line Up, Bake Off, Select
    • Prep, Educate, Shape
    • Face to face and phone
    • Salespeople are required to educate on solutions
    • All the body language was face-to-face and phone
  • New Way of Buying/Selling?
    • Information became free
    • Prospects access information online
    • Sales is no longer information conduit
    • Sales is not able to read the new body language
    • Disintermediation
    • Bought a car in the last 2 years?
  • The Buyer is in Control
  • Looking for a Z?
  • Kicking the Tires
  • Getting serious
  • Getting Real Serious
  • The Digital Hand Raise
  • New Roles for Sales & Marketing
  • Enhancing Lead Gen is #1 CSO Insights Study
  • Sales Rates Marketing on Lead Generation ..and the score is not good! 63% “Needs Improvement ” CSO Insights Study
  • New Role in Marketing
    • Leverages
    • Deploys
    • Builds
    • Contributes
  • New Role in Selling
    • Focused on rev impact
    • Run by the numbers
    • Integrated with sales
    • Fully leverages technology
    • A seat at the table
    • New team and new skills
    Characteristics of a Revenue Marketing Practice
  • Key Definitions
    • Digital Body Language is online behavior. It’s the other half of the conversation your prospects and clients are having with you. Are you listening and participating?
    • Marketing Automation describes a rapidly emerging category of Web 2.0 technologies designed to improve marketing efficiencies and drive additional revenue through high quality lead generation and opportunity management.
    • Demand Generation (or ‘DG’ for short) is the revenue focused set of activities for both sales and marketing that gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker.
  • 1. Baking the buy cycle
    • Without MA:
    • Document your customer buy cycle
    • Try to align marketing and sales to this buy cycle
    • It will be uni-dimensional
    • Phone and voicemail ecosystem
    • With MA:
    • Document your customer buy cycle including how they interact digitally
    • Easy to align marketing and sales because everything is tracked and reportable
    • Phone, voicemail, email, website ecosystem
  • 2. Know the sales/marketing process
    • Without MA:
    • Marketing needs to know the sales process
    • Sales needs to know the lead gen process
    • With MA:
    • Impossible to escape
    • Marketing knows the sales quota and where they are on quota
  • 3. Common lead definitions
    • Without MA:
    • Establish a set of common lead definitions
    • What are you passing to sales?
      • Someone with a pulse
      • A form completion
    • With MA:
    • Establish a common set of lead definitions quantified with a lead score based on demographic data and online behavior
    • What are you passing to sales?
      • A Sales Ready Lead
  • 4. Service Level Agreement
    • Without MA:
    • A written and signed document which explains what kind of lead and how leads will be transferred from marketing to sales and how sales will respond to that lead and record activity
    • With MA:
    • Same, but with:
      • Lead Scoring
      • Real time lead transfer
      • Hard evidence for how both parties are holding up their end of the bargin
      • No more “fuzzy” conversations
  • 5. Lead hand off process to sales
    • Without MA:
    • From a spreadsheet when marketing gets around to it
    • Through CRM – if someone completes a form
    • Basic information
    • With MA:
    • Real-time & automatic
    • With all behavioral data
    • Can be delivered to Outlook, CRM, phone, Blackberry, etc.
  • 6. Sales focused campaigns
    • Without MA:
    • Corporate can launch with the sales person’s signature on the email
      • May be a manual process
    • Based on the needs of the territory
    • With MA:
    • Corporate can create ONE campaign which can:
      • Easily & automatically append sales owner name
      • Allow sales to tweak and send on their own
      • Higher conversion rates
  • 7. What gets measured, get’s done
    • Without MA:
    • # of inquiries
    • # of leads
    • # of MQLS sent to sales
    • That’s all folks! Typically lose visibility from here.
    • With MA:
    • Conversion rate of an MQL to Sales Opp
    • % of Pipeline contributed by marketing
    • % of Revenue contributed by marketing
    • Closed loop reporting from Inquiry to Close
  • 6. What get’s comped, get’s done
    • Without MA:
    • No variable comp
    • If have variable comp, it’s based on a project orientation
      • # of tradeshows
      • # of leads
    • With MA:
    • Has variable comp tied to revenue performance
    • Tied to sales team hitting a number
    • Tied to # of opps created from market driven MQLs
    • Tied to % contribution to pipeline
  • 9. Nurture, nurture, nurture
    • Without MA:
    • Lead leakage is common
    • Nurturing is manual and a lot slips through the cracks
    • Typically sales sends a note to marketing to nurture
    • Focused on top end
    • With MA:
    • No more lead leakage
    • Easily re-engage with prospect is ready
    • Sales can enroll in a nurture program with 2 clicks
    • Works all the way through the sales funnel
  • 10. Closed loop reporting
    • Without MA:
    • Good luck!
    • Lots of spreadsheets
    • Lots of manual effort
    • Lots of “fuzzy” math
    • With MA:
    • Real-time, 24x7, closed loop reporting
    • How buyers buy, has changed
    • The role of marketing in revenue production, has changed
    • How sales people sell, has changed
    • What have you changed?
    • Aligning sales & marketing around revenue is now a strategic imperative
    Conclusions…
  • About the Speaker Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 7 years experience in using marketing automation and 30 years experience in sales and marketing. Debbie has helped hundred of companies meet their demand generation goals. [email_address] 770-331-4443 Revenue Marketer Educational Series Revenue Marketer Radio
    • Presented by:
    • Debbie Qaqish,
    • Chief Revenue Officer
    • The Pedowitz Group
    10 Ways Sales & Marketing Can Close a Deal Together