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Productivity
  through
effectiveness




                The Ultimate Sales Executive Resource




              Does Your Sales & Marketing Tandem
                    Drive or Inhibit Growth?
                                              Christian Maurer


                                                 The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
Drive or Inhibit Growth?




                                              The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
Growth Inhibitors




                Execution lets the strategy down              Data doesn’t tell you what to change




                        The perspective gap               Sales and marketing are on different planets
© Graphics: MathMarketing



                                                   The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
Pains of Marketing & Sales Being on Different Planets
                                              Sales                    Aligned X

 Constraint Sales                                                     Not aligned X -5%
   Growth Rate
                                                                          t


         o Suboptimal Proposal                      Proposal                                                           -38%
             Conversion Rate

                                                                                                        ed    ne   d
                                                                                               t   align Alig
                                                                                          No


                                                                                                              +36%
         o High Customer Churn                    Customer
                   Rate                             Base
                                                                                                e d ne    d
                                                                                             ign Alig
                                                                                        t al
                                                                                   No
Source: MathMarketing and MarketingProfs study (2005) of 1400 businesses from 84 countries


                                                     The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
Align Sales and Marketing with a Common Plan

   Different                                                           Common
Responsibilities                                                  Set of Performance
                                                                       Indicators



             Marketing




             Sales




                         Give Marketing a Sales Quota!

                                              The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
How to Give Marketing a Sales Quota




© Graphics: MathMarketing



                                              The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
© Graphics: MathMarketing




                                              The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
The Triad to Success




                                              The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
How to Get there
•     Assessment
•     Mini-Workshop (Feedback & Proposed Actions)
•     Planning and/or Education Workshop
•     Execution Support




                                                   The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved
Productivity
  through
effectiveness




                The Ultimate Sales Executive Resource
                                              c_a_maurer@ceoexpress.com


                                               Accredited Funnel Coach




                                                     The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

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Sales Marketing Tandem

  • 1. Productivity through effectiveness The Ultimate Sales Executive Resource Does Your Sales & Marketing Tandem Drive or Inhibit Growth? Christian Maurer The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 2. Drive or Inhibit Growth? The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 3. Growth Inhibitors Execution lets the strategy down Data doesn’t tell you what to change The perspective gap Sales and marketing are on different planets © Graphics: MathMarketing The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 4. Pains of Marketing & Sales Being on Different Planets Sales Aligned X Constraint Sales Not aligned X -5% Growth Rate t o Suboptimal Proposal Proposal -38% Conversion Rate ed ne d t align Alig No +36% o High Customer Churn Customer Rate Base e d ne d ign Alig t al No Source: MathMarketing and MarketingProfs study (2005) of 1400 businesses from 84 countries The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 5. Align Sales and Marketing with a Common Plan Different Common Responsibilities Set of Performance Indicators Marketing Sales Give Marketing a Sales Quota! The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 6. How to Give Marketing a Sales Quota © Graphics: MathMarketing The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 7. © Graphics: MathMarketing The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 8. The Triad to Success The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 9. How to Get there • Assessment • Mini-Workshop (Feedback & Proposed Actions) • Planning and/or Education Workshop • Execution Support The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved
  • 10. Productivity through effectiveness The Ultimate Sales Executive Resource c_a_maurer@ceoexpress.com Accredited Funnel Coach The Ultimate Sales Executive Resource © 2009 Christian Maurer All rights reserved