Does your marketing sell? ProductCamp8

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High-level view of needs for aligning Marketing and Sales with the objective of driving revenue

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Does your marketing sell? ProductCamp8

  1. 1. Does your Marketing Sell? Product Camp 8 Feb 2012
  2. 2. Session Overview• Sharing is everything – kick off with POV and look to dialogue as main learning context
  3. 3. What is marketing and what is sellingMarketing attractsprospects andnurtures leads Sales delivers closed deals from opportunities
  4. 4. Key differences between Marketingand Sales • number of contacts managed • and time invested with each contact
  5. 5. Impacts on delivering revenue Marketing Sales Large number of Fewer contacts – screened contacts into the overall for quality process Not all opportunities are Low-touch qualified Sales efforts High-touch Sales effortsKey Metric Key Metrics • Prospect Conversion Rate • Sales Conversion Rate • Time to deliver Sales Qualified • Time to Close (velocity) Leads
  6. 6. Why are marketing messagesimportant? To get interest of prospects !
  7. 7. What makes a good message?• Unique to you your capabilities – Set you apart from competitors• Identifies customer’s problems – Shows how you provide solution and benefit• Establishes base for conversation – Sets the stage for sales dialogue – mutually solve problems not “sell” something
  8. 8. How does Marketing Enable sales success?Engages the customer and enables focused-selling – establish basis for conversation
  9. 9. Sample Messages
  10. 10. What’s Unique?What’s theproblem theyhelp solve?What’s thecontext forconversation?
  11. 11. What’s Unique?What’s theproblem theyhelp solve?What’s thecontext forconversation?
  12. 12. What’s Unique?What’s theproblem theyhelp solve?What’s thecontext forconversation?
  13. 13. What’s Unique?What’s theproblem theyhelp solve?What’s thecontext forconversation?
  14. 14. Recap– What’s Marketing and What’s Selling? • Who cares – it has the same goal, revenue generation • Critical to have clear responsibilities and performance metrics for each role– Why are marketing messages important? • Set-up sales process and dialogue with customers • Have a full sales-funnel or well qualified leads; ensure sales focus is driving to revenue rather than prospecting for opportunities– What makes a good marketing message? • Unique to you and important to your customer! • And enables sales to have a dialogue, tell a story and solve customer problems (both business/technical and personal)

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