Integrated Sales and Marketing Effectiveness Framework

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    Integrated Sales and Marketing Effectiveness Framework - Presentation Transcript

    1. Sales and Marketing Effectiveness Framework Brand Architecture Marketing and Sales Process Value Go-to-Market Framework Framework 1
    2. Go-to-Market Framework OUTCOMES User process definition  Efficient, repeatable Differentiated, horizontal value prop  prospecting, Product Repeatable sales scenarios  defensible value Marketecture Usage scenarios, and audience-level proposition  value maps What to pitch and to whom  Greater velocity Buying audience segmentation  through the sales Audience-level sales tactics  cycle Selling into funded initiatives  Value Enablers (Sales Tools)  Engagement Repeatable, value- Pain Sheets, SPIN Sheets, Playbooks  Model driven sales Value calculators  engagements Value assessment methodologies & tools  Highly qualified leads, Targeted high conversion rates Performance benchmarking  sales and marketing Account Issues-driven communication  alignment Marketing Self value qualification  2
    3. Value Framework OUTCOMES Basis for customer Key value drivers  conversation Value Menu Before and After Scenarios  Key threats and opportunities  Understanding of Needs and Priority Develop the need  Elevate the urgency  Enablers  Value Cards Vision and Guidance Product and service offerings  Product and Service Metrics  Proof and Confidence Proof points  Clearly defensible  Defensible Why your company? Unique, comparative & holistic  Differentiators differentiation 3
    4. Brand Architecture OUTCOMES Reflecting, projection of a  A systematic means of relating Brand brands and Brand Signals Logo, typeface, color, sign  sub-brands to ensure that your age, sounds, tagline, symb audiences understand… ol, name • The breadth and depth of your offerings The promise and delivery  • How these offerings connect of an experience that is… with their respective needs Relevant… compelling  Brand Definition Benefits of an effective Brand Credible… believable  Architecture… Unique… defensible  • Organizes the offerings for constituencies • Extends & transfers brand Vision: To Be  equity Essence: To Feel  • Generates economic Mission: To Do  efficiencies Brand Profile • Simplifies complexity Positioning: To Say  Values, Personality  Relevant today; flexible for tomorrow 4

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