5 New (& a Little Crazy) Ways To Align Sales & Marketing Webinar Slides


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5 New (& a Little Crazy) Ways To Align Sales & Marketing Webinar Slides

  1. 1. From A Salesforce.com Alum: 5 New (& A Little Crazy) Ways To Align Sales & Marketing
  2. 2. Who’s This Aaron Ross Guy? <ul><li>High school coding geek (NASA) </li></ul><ul><li>Stanford Undergrad + GSB dropout </li></ul><ul><li>CEO of LeaseExchange: -$5 Million </li></ul><ul><li>Ironman Triathlon, Boulder Outdoor Survival School </li></ul><ul><li>Created Salesforce.com’s Inside Sales Leadgen Team (& $100 Million In Recurring Revenue) </li></ul><ul><li>‘ Entrepreneur-in-Residence’ at Alloy Ventures ($1B) </li></ul><ul><li>Author, “CEOFlow: Turn Your Employees Into Mini-CEOs” </li></ul><ul><li>Now : I consult with companies on creating predictable revenue & autonomous, happy teams </li></ul>
  3. 3. Created A $100M Inside Sales Team At Salesforce.com Grew F5000 bookings by more than 60%...
  4. 4. And Years Of Consulting/Advising
  5. 5. Book Coming: “Predictable Revenue” Register for a free excerpt at: BuildASalesMachine.com/book Early reviewer comments: “ Entrepreneurial crack”, “ I couldn’t put it down”, & “ Freaking awesome”
  6. 6. Sales & Marketing Alignment Must Adapt <ul><li>All salespeople prospect </li></ul><ul><li>ABC / Always Be Closing </li></ul><ul><li>Measure activities (Dials) </li></ul><ul><li>Cold calls </li></ul><ul><li>Manipulative selling </li></ul><ul><li>CRM hurts productivity </li></ul><ul><li>Long letters & emails </li></ul>1.0 2.0 Dedicated prospecting team Is there a mutual fit? Measure results (qualified leads) Research, referral calls Short and sweet text emails CRM multiplies productivity Authentic selling
  7. 7. 5 New & A Little Crazy Ways To Align Sales & Marketing <ul><li>Specialize Sales To Ensure Every Lead Gets The Attention It Deserves </li></ul><ul><li>Use Common Terms, Metrics & Compensation </li></ul><ul><li>Pull A Switcheroo </li></ul><ul><li>Discover Your “Unique Genius” </li></ul><ul><li>Turn Your Employees Into Mini-CEOs </li></ul><ul><li>+ Bonus Method: “ _____” </li></ul>
  8. 8. Method #1 Specialize Sales Roles To Ensure Every Lead Gets The Attention It Deserves
  9. 9. Distinguishing Lead Types <ul><li>Highest value/lead </li></ul><ul><li>Hard to increase </li></ul><ul><li>Low value per lead </li></ul><ul><li>Easy to increase </li></ul><ul><li>High value per lead </li></ul><ul><li>Medium work to increase </li></ul><ul><li>“ Most Controllable” </li></ul><ul><li>Grow client </li></ul><ul><li>revenues 40-100%+ </li></ul>
  10. 10. ___ Website Visitors ___ Leads (Registrations) ___ Qualified Leads ___ Qualified Opportunities $___ Pipeline $___ Bookings __% Conversion __% Accepted __% Converted $___ Avg /Oppty ___% Close SALES DEVELOPMENT SALES MARKETING Sales Cycle Length ____ __ Lead Qualification Reps per __ Leads per Month __ Account Execs per $__ Pipeline per Month Cost per Lead $___ Example Nets Funnel
  11. 11. Example Spears Funnel (Cold Calling 2.0) Add Target Accounts Add Contacts Prepare Define Ideal Target Profile __ Demos/Appointments __ Call Conversations Prospect Work Responses (9% Response Rate) Send __ Cold Emails / Make __ Mapping Calls __ New Opportunities __ Closed Deals Begin Sales Cycle
  12. 12. Critical Success Factor: Specialize Sales Functions “ Outbound” Customer Success / Account Mgmt Account Executives Sales Development Organic & Marketing Leads “ Inbound” Qualified Opportunities New Customers
  13. 13.
  14. 14. You’ve Been Doing It Backwards <ul><li>Cold Calling 1.0 </li></ul><ul><li>Cold CALL </li></ul><ul><li>Cold Email </li></ul><ul><li>Cold Calling 2.0 </li></ul><ul><li>Cold EMAIL </li></ul><ul><li>( 9% response rate) </li></ul><ul><li>2. Warm call people who respond (internal referrals) </li></ul>
  15. 15. Prospecting Emails: Less Is More <ul><li>You can get a 9%+ response rate asking for referrals </li></ul><ul><li>State simply why you are reaching out – and be honest! (In every way) </li></ul><ul><li>Make the first email SHORT & SWEET: easy read & respond to on a blackberry </li></ul>
  16. 16. 5-Step Cold Calling 2.0 Outbound Process Run Email Campaigns Generate Internal Referrals Sell The Dream Connect Their Need To Your Solution Pass The Baton Seamlessly Handoff To Quota-Carrying Salesperson Build List Import Into Sales/Marketing Systems Ideal Customer Profile Highest Revenue Potential & Close Rates
  17. 17. Method #2 Align Terms, Metrics & Compensation
  18. 18. No Common Language… <ul><li>Lack of common terms, metrics & even language creates confusion, errors & frustration </li></ul>
  19. 19. Align Terms <ul><li>Prospect: An untouched/cold list or ‘name’ </li></ul><ul><li>Lead: A prospect that has shown positive interest (usually by registering) </li></ul><ul><li>Opportunity: A lead that has been qualified by a human (90%+ requires phone call) </li></ul><ul><li>Client: Cha-ching!  </li></ul><ul><li>Champion: They refer you leads, offer testimonials (not necessarily a client) </li></ul>
  20. 20. 5 Key Metrics For Both Sales & Marketing <ul><li>New Leads per month </li></ul><ul><li>New Qualified Opportunities: a) # of them and b) dollar value of new opportunities </li></ul><ul><li>Conversion Rate: of leads into opportunities </li></ul><ul><li>Closed Bookings </li></ul><ul><li>Win Rate: what percentage of your pipeline is closed/won into bookings? </li></ul>
  21. 21. Align Compensation <ul><li>Measuring marketing on new leads is like measuring sales on dials per day </li></ul><ul><li>What matters: qualified opportunities created each month from marketing leads </li></ul><ul><ul><li># of opportunities </li></ul></ul><ul><ul><li>Dollar value of opportunities </li></ul></ul><ul><li>Tie marketing to this number! </li></ul><ul><li>Incents marketing to generate better leads and help sales qualify them </li></ul>
  22. 22. Method #3 Pull A Switcheroo
  23. 23. Have Them Walk A Mile In Each Others’ Shoes… <ul><li>Busy people lose touch with others’ realities </li></ul><ul><li>How can you have sales people & executives work or intern in marketing roles, and vice versa? </li></ul><ul><ul><li>Switch Sales & Marketing execs for 60 days </li></ul></ul><ul><ul><li>Involve sales people in marketing projects </li></ul></ul><ul><ul><li>Involve marketing people in sales calls & opportunities </li></ul></ul>
  24. 24. How Badly Do You Want Your Results? <ul><li>Lots of “We can’t do that” excuses will come up </li></ul><ul><li>How committed are you to aligning sales & marketing? </li></ul>
  25. 25. Method #4 Discover Your Unique Genius: “Your Purpose, Translated Into Fulfilling, Profitable Work”
  26. 26. What Makes You Unique? (Not Just Different?)
  27. 27. Unique Genius Aligns People & Attracts Results <ul><li>A big vision rallies employees around a cause bigger than them </li></ul><ul><li>What is your purpose that is bigger than you ? What do you stand for ? </li></ul><ul><li>If your company is on the cover of BusinessWeek for changing ____, what did you do? </li></ul>
  28. 28. The Value Of Unique Genius & Alignment <ul><li>Having a clear and actionable mission (& set of core values) will align sales & marketing… </li></ul><ul><li>And every employee… </li></ul><ul><li>And your partners and your clients! </li></ul>
  29. 29. Unique Genius Attracts Results <ul><li>It’s not a tagline, it’s everything you do </li></ul><ul><li>Are your mission & values words on paper or do you LIVE by them? </li></ul><ul><li>Salesforce.com “No software” </li></ul><ul><li>Zappos: “Deliver happiness to the world” </li></ul><ul><li>Google: “Organize the world's information and make it universally accessible and useful” </li></ul>
  30. 30. Forget About What You “Do” <ul><li>Customers care less about what you do than the results you create </li></ul><ul><ul><li>“ We are the leading application platform for widget integration on the social graph…blah blah” </li></ul></ul><ul><li>My example: </li></ul><ul><ul><li>“ I am a sales & management consultant ” vs. </li></ul></ul><ul><ul><li>“ I help companies create predictable revenue ” & “ I help companies turn employees into Mini-CEOs ” </li></ul></ul>
  31. 31. Homework <ul><li>When someone asks “What do you do?”, pretend they asked “How do you help customers?” </li></ul><ul><li>What is your Ideal Customer Profile? </li></ul><ul><li>Talk to your customers & ask them: </li></ul><ul><ul><li>What difference have you made to them? </li></ul></ul><ul><ul><li>Why did they do business with you? </li></ul></ul><ul><ul><li>Why do they continue to do business with you? </li></ul></ul><ul><ul><li>Why would they refer others to you? </li></ul></ul>
  32. 32. Method #5 Turn Your Employees Into Mini-CEOs
  33. 33. Command & Control => CEOFlow
  34. 34. 3 Fundamental Values To Creating CEOFlow <ul><li>Trust </li></ul><ul><li>Transparency </li></ul><ul><li>Alignment </li></ul><ul><li>… All of which help create an authentic workplace </li></ul>
  35. 35. Why Turn Employees Into Mini-CEOs? <ul><li>When people are empowered with </li></ul><ul><ul><li>A common mission & clear goals </li></ul></ul><ul><ul><li>Transparent operations & </li></ul></ul><ul><ul><li>Decision-making authority </li></ul></ul><ul><li>You get: </li></ul><ul><ul><li>Less drama </li></ul></ul><ul><ul><li>Higher morale & energy </li></ul></ul><ul><ul><li>Higher productivity & creativity </li></ul></ul>
  36. 36. The CEO Is The Pebble In The Pond
  37. 37. Three Ways To Begin <ul><li>More Transparency </li></ul><ul><ul><li>Operational & financial transparency </li></ul></ul><ul><ul><li>Weekly or monthly updates, online dashboards </li></ul></ul><ul><ul><li>“ Brutal honesty forums” </li></ul></ul><ul><li>With employees create a joint vision for your “ideal company & culture” </li></ul><ul><li>“ Meeting Of The Minds” </li></ul><ul><ul><li>Regular forum for any employee to share any concern (without discouragement), suggest solutions, and take ownership of improvements </li></ul></ul>
  38. 38. CEOFlow: The Book Register for a free excerpt at: CEOFlow.com “ A must read for every CEO and aspiring CEO…”
  39. 39. Bonus Method: Just Frickin’ Listen!
  40. 40. Communication <ul><li>Like a marriage, lack of authentic communication creates 90% of the problems </li></ul><ul><li>When people don’t share or listen, minor issues fester and stew into bigger dramas </li></ul><ul><li>Keep it simple & listen to what they are saying : </li></ul><ul><ul><li>Weekly meetings / calls </li></ul></ul><ul><ul><li>Happy hours </li></ul></ul><ul><ul><li>Walk the halls </li></ul></ul>
  41. 41. 5 New & A Little Crazy Ways To Align Sales & Marketing <ul><li>Specialize Sales To Ensure Every Lead Gets The Attention It Deserves </li></ul><ul><li>Use Common Terms, Metrics & Compensation </li></ul><ul><li>Pull A Switcheroo </li></ul><ul><li>Discover Your “Unique Genius” </li></ul><ul><li>Turn Your Employees Into Mini-CEOs </li></ul><ul><li>+ Bonus Method: Just Frickin’ Talk! </li></ul>
  42. 42. Aaron Ross Services <ul><li>A clear, step-by-step plan to create predictable revenue ? </li></ul><ul><li>The ability to repeatedly source sales-ready leads from ideal clients who aren’t calling you? </li></ul><ul><li>Attracting & developing top-notch sales talent ? </li></ul><ul><li>Autonomous, happy employees ? </li></ul>
  43. 43. “ Build A Sales Machine” Client: WPromote <ul><li>Michael Stone, VP Sales, Wpromote </li></ul><ul><li>#1 ranked Inc500 Search Marketing Firm: </li></ul><ul><li>“ Working with Aaron Ross has been nothing short of amazing … </li></ul><ul><li>We saw at least 40+% new business growth . </li></ul><ul><li>Deal size is still growing. </li></ul><ul><li>We’re getting in the door with big brands like Overstock, AT&T, IBM, etc. – people that would have never come to us. </li></ul><ul><li>The best part is, we had a blast while doing it!” </li></ul>
  44. 44. Contact <ul><li>Best address for speaking, consulting: </li></ul><ul><li>[email_address] </li></ul><ul><li>(My personal email: [email_address] ) </li></ul><ul><li>Thank you! </li></ul>
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