The big marketing duh it’s all about sales

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If you had a surefire way to increase qualified leads and help sales close more business, why wouldn’t you do it? What if it was an easy, proven way that doesn’t always require you to acquire and learn new software, blog/tweet/or otherwise use social media or even be numbed by analytics. I bet I could sell you this painless marketing remedy for a good chunk of change

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The big marketing duh it’s all about sales

  1. 1. The Big Marketing Duh- it’s all about salesIf you had a surefire way to increase qualified leads and help sales close more business, whywouldn‟t you do it? What if it was an easy, proven way that doesn‟t always require you toacquire and learn new software, blog/tweet/or otherwise use social media or even be numbed byanalytics. I bet I could sell you this painless marketing remedy for a good chunk of change. ButI won‟t. I‟ll tell you right here for no more than your continued attention.In recently working with Aberdeen Group on a landmark survey and analysis of 455 marketer‟sissues and priorities, we found a significant difference between Best in Class organizations(those who grew revenues more than 20% in the past year) and all other barely survivingorganizations. No it was neither their industry nor their product/service advantage. It was thefact that marketing and sales are aligned together and actually listen to customers and prospects.Bet you thought the answer was going to be revolutionary and challenging. Well, the good newsis that marketing can be quantitatively more effective in delivering valued leads that close intoactual sales simply by interacting more.As marketers, we want to be free from sales uncreative constraints and statistically drivenmanagement. Those seat-of-the-pants, unorganized and seemingly rogue sales guys scare manyof my fellow marketers. Some marketers I talk to are equally afraid of customers. But now thedata proves that the best marketers are keeping these „enemies‟ close by frequently beingpersonally involved in sales calls, talking directly to customers even informally, plus they workformally and frequently with the sales organization to precisely define lead quality and sharemarketing plans.Perhaps you feel you are already doing these things but many anonymously admit they arenot. For example, 49% of marketers admit they don‟t have ready access to their program resultsand 52% confess they aren‟t deliver results to key stakeholders like sales.To me, the most depressing data point out of the Aberdeen study is the fact that even the best inclass organizations can only account for 47% of sales forecasted pipeline being originallygenerated by marketing – in fact, only one in four deals can be traced back to marketingefforts. This begs the question where are all other closed deals coming from? If I ran a salesgroup, I would want to do more of whatever is driving the remaining 53% of my successful dealsand then do more of that and less marketing! I‟d be the first to legitimately ask “What hasmarketing done for me lately?” But as a well scarred marketer, I try to be more like the best inclass marketers are doing, and not waiting for that question and instead, I recommend askingsales “What can marketing do for you and our prospects?”Chris Houpis, Aberdeen‟s Senior Analyst for Marketing Strategy & Effectiveness notes, “Withorganic business growth being paramount, no metric connotes greater alignment between salesand marketing than marketing‟s contribution to the sales forecasted pipeline. This captures notonly the leads that have been produced but also what has been converted and accepted by sales© 2011 small-business-university . All rights reserved
  2. 2. as a valid opportunity forecasted in their pipeline. And no other measure provides a moremeaningful metric to address the pressure to demonstrate a Return on Marketing Investment(ROMI).”According to the data, struggling organizations continue to look at quantity marketing metricssuch as click throughs, ad impressions, brand awareness and walletshare. Best in class marketerson the other hand are much more focused on working with sales to define lead qualification(scoring), lead management processes (real-time notification and preset workflow), prospectrequirements (voice of the customer) and an ongoing formal method to both involve marketers insales cycles and sales people in marketing planning. With these priorities often twice morelikely to be accomplished at best in class organizations, it is clear this is the recipe for successfulmarketing that contributes to bottom line results and top level management justification.© 2011 small-business-university . All rights reserved
  3. 3. Dharmesh Shah, founder and CTO of HubSpot, a provider of marketing software for smallbusinesses notes, “Savvy, high-growth companies are connecting their sales and marketing teamslike never before. At HubSpot, we call this “smarketing”. Our smarketing team meets everyweek and sees the challenge of getting more leads and customers as a joint effort. Thiscollaborative thinking between the sales and marketing groups has been immensely useful.In light of the data for companies in all industries and of all sizes, Aberdeen‟s Houpis offerssome practical tips to improve your marketing to directly help with sales success: Develop a common definition of an “A” lead as well as the company’s business goals Establish a formal planning process between sales and marketing and define roles and responsibilities for lead management activities. Use win/loss debriefing as a means to continuously hone and adapt to market requirements. Involve marketing in prospecting activities and communication and ensure that the real voice of the customer is being heard in both sales and marketing organizations and can be tied back to plans and results.Marco Emrich, Chief Strategy Officer for jaccomo (www.jaccomo.com) noted, “If your salesand marketing organizations are not intimately working in lock step, it‟s like having a basketballteam of all forwards and no guards. At best you can play defensively while your competitionexploits your weaknesses to eventually win the game.”Despite our social media obsession, the sales game is still played among human team membersworking to win over human prospects. As such, the only way the wall is going to come downbetween sales and marketing is with human interaction and support. Therefore, don‟t stopmeasuring marketing. Just be more conscious of what is really adding to sales success.If you had a surefire way to increase qualified leads and help sales close more business, whywouldn‟t you do it? What if it was an easy, proven way that doesn‟t always require you toacquire and learn new software, blog/tweet/or otherwise use social media or even be numbed byanalytics. I bet I could sell you this painless marketing remedy for a good chunk of change. ButI won‟t. I‟ll tell you right here for no more than your continued attention.In recently working with Aberdeen Group on a landmark survey and analysis of 455 marketer‟sissues and priorities, we found a significant difference between Best in Class organizations(those who grew revenues more than 20% in the past year) and all other barely survivingorganizations. No it was neither their industry nor their product/service advantage. It was thefact that marketing and sales are aligned together and actually listen to customers and prospects.Bet you thought the answer was going to be revolutionary and challenging. Well, the good newsis that marketing can be quantitatively more effective in delivering valued leads that close intoactual sales simply by interacting more.As marketers, we want to be free from sales uncreative constraints and statistically drivenmanagement. Those seat-of-the-pants, unorganized and seemingly rogue sales guys scare many© 2011 small-business-university . All rights reserved
  4. 4. of my fellow marketers. Some marketers I talk to are equally afraid of customers. But now thedata proves that the best marketers are keeping these „enemies‟ close by frequently beingpersonally involved in sales calls, talking directly to customers even informally, plus they workformally and frequently with the sales organization to precisely define lead quality and sharemarketing plans.Perhaps you feel you are already doing these things but many anonymously admit they arenot. For example, 49% of marketers admit they don‟t have ready access to their program resultsand 52% confess they aren‟t deliver results to key stakeholders like sales.To me, the most depressing data point out of the Aberdeen study is the fact that even the best inclass organizations can only account for 47% of sales forecasted pipeline being originallygenerated by marketing – in fact, only one in four deals can be traced back to marketingefforts. This begs the question where are all other closed deals coming from? If I ran a salesgroup, I would want to do more of whatever is driving the remaining 53% of my successful dealsand then do more of that and less marketing! I‟d be the first to legitimately ask “What hasmarketing done for me lately?” But as a well scarred marketer, I try to be more like the best inclass marketers are doing, and not waiting for that question and instead, I recommend askingsales “What can marketing do for you and our prospects?”Chris Houpis, Aberdeen‟s Senior Analyst for Marketing Strategy & Effectiveness notes, “Withorganic business growth being paramount, no metric connotes greater alignment between salesand marketing than marketing‟s contribution to the sales forecasted pipeline. This captures notonly the leads that have been produced but also what has been converted and accepted by salesas a valid opportunity forecasted in their pipeline. And no other measure provides a moremeaningful metric to address the pressure to demonstrate a Return on Marketing Investment(ROMI).”According to the data, struggling organizations continue to look at quantity marketing metricssuch as click throughs, ad impressions, brand awareness and walletshare. Best in class marketerson the other hand are much more focused on working with sales to define lead qualification(scoring), lead management processes (real-time notification and preset workflow), prospectrequirements (voice of the customer) and an ongoing formal method to both involve marketers insales cycles and sales people in marketing planning. With these priorities often twice morelikely to be accomplished at best in class organizations, it is clear this is the recipe for successfulmarketing that contributes to bottom line results and top level management justification.Dharmesh Shah, founder and CTO of HubSpot, a provider of marketing software for smallbusinesses notes, “Savvy, high-growth companies are connecting their sales and marketing teamslike never before. At HubSpot, we call this “smarketing”. Our smarketing team meets everyweek and sees the challenge of getting more leads and customers as a joint effort. Thiscollaborative thinking between the sales and marketing groups has been immensely useful.In light of the data for companies in all industries and of all sizes, Aberdeen‟s Houpis offerssome practical tips to improve your marketing to directly help with sales success:© 2011 small-business-university . All rights reserved
  5. 5. Develop a common definition of an “A” lead as well as the company’s business goals Establish a formal planning process between sales and marketing and define roles and responsibilities for lead management activities. Use win/loss debriefing as a means to continuously hone and adapt to market requirements. Involve marketing in prospecting activities and communication and ensure that the real voice of the customer is being heard in both sales and marketing organizations and can be tied back to plans and results.Marco Emrich, Chief Strategy Officer for jaccomo (www.jaccomo.com) noted, “If your salesand marketing organizations are not intimately working in lock step, it‟s like having a basketballteam of all forwards and no guards. At best you can play defensively while your competitionexploits your weaknesses to eventually win the game.”Despite our social media obsession, the sales game is still played among human team membersworking to win over human prospects. As such, the only way the wall is going to come downbetween sales and marketing is with human interaction and support. Therefore, don‟t stopmeasuring marketing. Just be more conscious of what is really adding to sales success. Learn more at Apptivos Small Business University© 2011 small-business-university . All rights reserved

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