Debbie Williams Head of Lead Generation Chair of the IDM B2B Council The Sales & Marketing Disconnect 7 Top Tips to Successful Alignment!
Why are sales & marketing important to each other? Marketing to Sales: Brand Communications Lead Generation Reasons to Call Sales Tools Events, Seminars etc Market/Competitor /Customer Intelligence Sales to Marketing: Lead Qualification & Sales Closure brand Ambassadors Customer Insight Market / Competitor Intelligence Value Proposition input & validation Commercial Offer input
Sales Strategy & Plans Business Strategy & Plans Marketing Strategy & Plans Metrics Dashboards Sales Closure Lead Pipeline Management Branding & Customer Engagement Lead Generation Marketing Salesforce Effectiveness What are the elements for success?
BUT – it is not easy! Sales do not follow up on marketing leads They spend lots of money They waste valuable time & is secondary to Sales We bring in the business Brochures & colourful charts Sales claim all the success Sales claim they can do marketing as well Sales do not understand the value of brand Poor quality leads Marketing is a distinct profession
Marketing lead to sale conversion rates & trends % Leads not actioned / rejected by sales % Leads turned into opportunities by sales Potential revenue pipeline Revenue closed Return on Marketing Investment (RoMI) i.e. mktg spend vs revenue ratio Don’t forget to track other interesting metrics!
Business Financial Controlling Financial Analysis on countries, products, margins, prices System set up of Marketing promotions RoMI view Budget allocations! Data Processing Set up Databases Hosting Software & System System integration System admin & support Security Sales Plans Market feedback Brand Ambassador Campaign promotion Campaign feedback Lead conversion & opportunity Lead follow up and reporting Development and implementation of marketing strategies Target group segmentation Contact programmes for prospects and customers Channel design and management Marketing and sales controlling Working Together Sales Finance Marketing IT