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Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
Creating synergy - Between Sales, Marketing & Customer Service
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Creating synergy - Between Sales, Marketing & Customer Service

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A presentation that discusses why synergy between sales, marketing and consulting is important for organizations of all sizes and how to achieve it.

A presentation that discusses why synergy between sales, marketing and consulting is important for organizations of all sizes and how to achieve it.

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Transcript

  • 1.
  • 2. Staying Ahead of the Competition Has Never Been More Challenging!
    • You market an offering and competitors quickly respond with a better price, offer or solution.
    • Today, we seem to have to be quicker, smarter and more creative than the year before.
    • Every company is searching for a competitive edge or solution to beat competition.
  • 3. Our Best Solution Is Within Our Own Companies
    • Creating synergy with your sales, marketing and customer service is the answer .
    • When your sales, mktg and cust. service are working in sync with each other the impact on your sales and profit are substantial.
  • 4. Watching Marketing and Sales Try to Understand Each Other Can Be Comical
  • 5. We See Three Common Issues that Impact Sales Support ROI
    • 1 . When marketing communications are not aligned with the core conversations that salespeople want to have with the customer.
      • Customers want to know how we will partner with them to accomplish their goals. They don’t care about features and benefits!
  • 6. We See Three Common Issues that Impact Sales Support ROI
    • 2. When marketing tools are not aligned with the customer decision making process or sales cycle.
      • There are moments of truth at each phase of the customer buying process that require tools that facilitate the sales cycle…Not tools that make marketing look creative!
  • 7. We See Three Common Issues that Impact Sales Support ROI
    • 3 . When Customer Service, Sales and Marketing are not focused on the customer experience.
      • Customer retention and sales growth are limited when these three departments work independently, and reactively, instead of defining the customer experience and proactively driving it as a team!
  • 8. Is This Departmental Disconnect Worth Fixing?
    • Of 1300 sampled companies, a 2007 CSO Insights Survey benchmarked 87 companies that achieve synergy and found that they:
      • Out-distance others by 25% in volume
      • Are 3 times more successful closing sales to proposals
      • Are consistently better at cross-selling and up-selling
      • Are 5 times more effective at avoiding discounts
  • 9.
  • 10. Applies to All Business Types
    • Whether your organization:
      • Has two or two hundred employees
      • Is a retail, manufacturing, service or sales org.
      • Is a Non profit
      • Uses an outside agency to do your marketing
    • But - getting marketing, sales and customer service on the same page has long been a challenge in business!
  • 11. The Challenging Paradox
    • Sales, mktg, customer service work for the same cause, but rarely together!
    • Sales staffs tend to feel the people doing the marketing don’t understand their needs.
    • Marketing people tend to think the sales people don’t see the big picture or are short sighted for the sale.
    • Customer service tends to just do “their” 9-5 job!
  • 12.
  • 13. The Reality Check!
    • Send an email to every employee in your company and ask them the following question:
    • “ How do we want our company to be seen or perceived by our clients, prospects, and potential employee candidates?”
  • 14. Is Everyone on the Same Page?
    • If their responses are not concise and do not clearly define your company’s value proposition , this is a clear sign that you need a formalized marketing plan.
  • 15. A Plan Creates Fertile Ground
    • Creates direction/focus for all departments
    • Pulls everyone together as one
    • Good planning allows synergy to evolve
    • Plans typically focus on strategies for:
      • Sales to current accounts and or new prospects
      • Leveraging your strengths to fill market need
      • Customer service initiatives
      • Marketing communication and promotion
  • 16. Define How Each Department Impacts Your Plan’s:
    • Current account base strategies
      • What will be the sales focus to grow this base?
      • What mktg programs can work along with sales?
      • Make sure cust. serv. is the glue to your efforts!
    • New client development strategies
      • Each rep should have a prospecting plan
      • Mktg and cust. serv. should be a part of this
      • Going at this alone usually creates waste
  • 17.
  • 18. Integrate to Effectively Communicate!
    • Mktg and sales should jointly develop goals
    • Communicate – Establish a process through which sales and cust. serv. is continually providing feedback to marketing.
    • Forge a team within the 3 departments/areas and make sure everyone understands their purpose and role in your plan.
  • 19. Integrate to Effectively Communicate!
    • All three areas need to clearly understand:
      • Company and individual sales goals
      • What makes up our current base (key cust., etc.)
      • New business development agendas
      • Sales person needs / cust. serv. needs
      • The selling cycle and their role to impact it.
    • Have key account/customer plans that all three areas can tap into to maximize sales.
  • 20.
  • 21. The Marketing – Sales Dynamic
    • Create Customer Value
      • Marketing: product, price, market communication
    • Deliver Customer Value
      • Sales and customer service execution
    • Manage Customer Value
      • Everyone gets involved (review and manage customer satisfaction, customer and market segment sales volume, product mix sales)
  • 22.
  • 23. Marketing Serves External and Internal Customers!
    • Sales people are just as important as the external customers.
    • 2005 AMA study revealed that nearly 90% of the materials developed by mktg is never used by the sales people it was created for.
  • 24. Keys to making sure your materials work for your sales people
    • Learn your staff’s entire sales process and where their material needs may be.
    • Understand how and where they may use marketing communication tools.
    • Realize that mktg’s function is to help the sales staff make sales – not just creativity!
  • 25. Questions to ask sales before creating tools for them
    • What does your ideal lead/prospect look like?
    • Describe your decision maker’s characteristics
    • What messages or issues resonate in meetings?
    • Where and or what are the barriers to your sales?
    • How do you typically overcome them? How can we help?
    • What are the competitive challenges you see?
    • What works for you and what does not?
    • What points of your sales cycle can we help you most?
  • 26. Know Sales Staff Objectives Before Designing a Marketing Tool
    • Just because sales wants a brochure, we need to ask why. What’s the objective?
    • What phase of your selling cycle is this for?
    • Is it needed to educate prospects?
    • To overcome objections?
    • To increase conversion?
    • For cross selling or up selling?
  • 27. Mktg Usually Falls Short in Helping Sales Staffs After Presentation
    • Inquiry (from your promotional mktg) – customers explore your product/service
    • Lead/inquiry is qualified by sales person
    • Sales person presents offering
    • Proposal/quote or (if retail) price is discussed
    • Negotiation
    • First Sale or No Sale Initially
    • Up sell/cross sell or future selling opportunity
  • 28.
  • 29. Today, Business Has Evolved from Transactional to Relational
    • CRM allows you to build the relational equity of your customer base, and manage the sales cycle.
    • All three departments need to be using CRM
      • Helps manage leads, selling and service cycles
      • Allows for better sales pipeline management
      • Has tools to track your mktg efforts
    • Without CRM information, marketing and sales departments are flying blind.
  • 30.
  • 31. The Glue to Your Sales / Marketing ROI
    • Realize CSRs are a part of your marketing!
      • Make sure they understand company purpose and value proposition in your market.
    • Convert from a cost center to a profit center
      • Get them involved in driving additional revenue
    • If possible, partner each CSR with an assigned sales rep.
  • 32. Transform Their Culture from Reactive to Proactive
    • Get them proactively involved in increasing sales within your current account base.
    • Encourage up selling / cross selling
      • CSRs are usually in the best position to do this.
    • Marketing people should ask them about what they see and hear in their world.
  • 33.
  • 34. Does Every Department Understand Their Role in Managing the Experience?
    • Keep all employees in the loop and educated
      • Too often I see companies whose employees don’t clearly understand an offer being run.
    • Is what you say you are, what they will get?
    • Good CRM applications can really drive the quality of your customers’ experiences.
  • 35. Integration Increases Morale
    • Employee job satisfaction is at the core of a solid customer experience.
    • Without engaged employees at each phase, the delivery of an intentional experience will not happen!
    • The number one reason for customer attrition is due to a company’s indifferent attitude.
  • 36.
  • 37. What are the Benefits of Synergy Across Sales, Marketing, Customer Service?
    • Reduces cost of sales-increases efficiency
    • Eliminates wasted marketing $$$
    • Generates effective sales tools
    • Improves mktg accountability and return on $
    • Increases your pipeline of new prospects
    • Builds morale and reduces frustration
  • 38. What are the Benefits of Synergy Across Sales, Marketing, Customer Service?
    • Improves service levels and the overall customer experience.
    • Results in greater customer retention
    • Increases referral activity
    • Allows for higher pricing and margins
    • Boosts revenue and profitability!!!

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