Welcome	
  to	
  Advanced	
  Marke1ng	
  Concepts	
  Sales	
  and	
  Marke1ng	
  Alignment	
  Webinar,	
  
I’m	
  Mark	
  ...
Can	
  you	
  guess	
  what	
  these	
  numbers	
  relate	
  to?	
  
	
  

2	
  
A	
  company	
  with	
  just	
  10	
  salespeople,	
  will	
  generate	
  32,000	
  brand	
  messages	
  per	
  year,	
  i...
We	
  interviewed	
  more	
  than	
  50	
  sales	
  and	
  marketing	
  professionals	
  over	
  the	
  past	
  2	
  
year...
According	
  to	
  Forrester	
  Research,	
  90%	
  of	
  meetings	
  salespeople	
  have	
  with	
  buyers	
  
contribute...
This	
  Chart	
  from	
  analyst	
  Mirm	
  CSO	
  Insights	
  shows	
  effectiveness	
  vs.	
  effort	
  in	
  
implement...
1. 

Differentiation	
  is	
  a	
  big	
  deal	
  today,	
  when	
  everyone	
  looks	
  and	
  sounds	
  the	
  
same.	
 ...
1. 

Here	
  is	
  an	
  unbeatable	
  formula	
  for	
  differentiation	
  –	
  	
  
Admarco	
  can	
  deliver	
  all	
  ...
Advanced	
  Marketing	
  Concepts	
  began	
  as	
  consultative	
  sales	
  training	
  business	
  10	
  
years	
  ago.	...
We	
  have	
  used	
  HubSpot’s	
  Inbound	
  Marketing	
  Platform	
  since	
  2008	
  and	
  understand	
  
the	
  chall...
1. 

	
  

Here’s	
  a	
  Question-­‐	
  How	
  do	
  you	
  generate	
  BRAND	
  MESSAGING	
  without	
  a	
  
clear	
  v...
Messaging	
  Matters	
  and	
  Bottom-­‐up	
  brand	
  messaging	
  works,	
  but	
  it	
  requires	
  
process,	
  leader...
HOW	
  to	
  begin?-­‐	
  	
  
The	
  Messaging	
  process	
  starts	
  with	
  a	
  BRAINSTORM	
  	
  4-­‐7	
  people	
  ...
First	
  brainstorm	
  the	
  BUYER	
  PERSONA	
  of	
  target	
  buyers,	
  their	
  Role,	
  Goal	
  Barriers	
  
to	
  ...
Next	
  we	
  map	
  product	
  win	
  themes	
  CAPABILITIES	
  to	
  buyer	
  GOALS.	
  At	
  the	
  
intersection	
  of...
Finally	
  we	
  put	
  everything	
  together	
  in	
  a	
  MESSAGING	
  ARCHITECTURE	
  I’m	
  going	
  to	
  
show	
  y...
To	
  View	
  the	
  Webinar	
  and	
  demonstra1on	
  of	
  WiEyParrot,	
  visit	
  	
  
	
  

hEp://wiEyparrot.wis1a.com...
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Sales and Marketing Alignment, Content Reuse with WittyParrot webinar presentation 12.5

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Part 1 of a 2 part webinar, Sales and Marketing Alignment, Content Capture and Reuse using WittyParrot.
Will be of interest to marketers, sales enablement professionals and sales leaders.

Published in: Marketing, Business, Education
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Transcript of "Sales and Marketing Alignment, Content Reuse with WittyParrot webinar presentation 12.5"

  1. 1. Welcome  to  Advanced  Marke1ng  Concepts  Sales  and  Marke1ng  Alignment  Webinar,   I’m  Mark  Gibson.       In  this  20  minute  Webinar,  we  will  explain  our  Messaging  Alignment  Methodology         and  demonstrate  how  we  use  WiEyParrot’s  Intelligent  Content  Delivery  plaHorm         to  create  a  messaging  architecture         to  capture  and  maintain  core  value  proposi1on  components         and  to  reuse  them  in  a  variety  of  informa1on  products.       Our  goal  in  working  with  clients  is  messaging  clarity  -­‐-­‐  to  help  companies  to  speak   with  one  voice-­‐  enable  sales,  marke1ng  and  channels  professionals  to  get  more  done   and  spend  less  1me  looking  for  and  modifying  documents     1  
  2. 2. Can  you  guess  what  these  numbers  relate  to?     2  
  3. 3. A  company  with  just  10  salespeople,  will  generate  32,000  brand  messages  per  year,  if   each  salesperson  speaks  to  4  buyers,  sends  8  emails,  make  1  presenta1on  and  speaks   to  3  partners  per  day.     3  
  4. 4. We  interviewed  more  than  50  sales  and  marketing  professionals  over  the  past  2   years  and  we  asked  the  question  “how  clear  is  your  message  on  a  scale  of  1-­‐10”   the  average  response  was  only  5/10  for  clarity     4  
  5. 5. According  to  Forrester  Research,  90%  of  meetings  salespeople  have  with  buyers   contribute  no  value  from  the  buyers  perspective.  That  is,  Salespeople  cannot   connect  the  buyer’s  challenge  with  their  solution       CLEARLY    -­‐  Fixing  your  Messaging  presents  a  huge  opportunity  to  improve  inbound   lead  flow,  sales  engagement  and  to  qualify  and  close  more  business     5  
  6. 6. This  Chart  from  analyst  Mirm  CSO  Insights  shows  effectiveness  vs.  effort  in   implementing  various  sales  productivity  initiatives.     Advanced  Marketing  Concepts  sales  and  marketing  alignment  method  and   WittyParrot  combine  sales  messaging,  knowledge  management  and  collaboration   and  they  are  all  relatively  easy  to  do,  inexpensive  and  can  move  the  needle.     6  
  7. 7. 1.  Differentiation  is  a  big  deal  today,  when  everyone  looks  and  sounds  the   same.   According  to  Sirius  decisions,  the  #1  inhibitor  to  sales  success  is  the  inability  to   communicate  value  in  a  way  that  sets  you  apart     7  
  8. 8. 1.  Here  is  an  unbeatable  formula  for  differentiation  –     Admarco  can  deliver  all  3  in  WittyParrot  along  with  other  enabling  technology     •  Capturing  the  value  proposition  and  relevant  proof  points  and  delivering   INSIGHT  in  a  way  that  disrupts  status-­‐quo  thinking  is  differentiating   market-­‐leading  companies.   •  RESPONSIVENESS  is  a  huge  differentiator.  If  you  can  respond  to  inbound   leads  inside  5  minutes,  you  will  initiate  20  times  more  conversations  than   your  competitors  who  wait  an  hour  to  respond.  If  you  do  nothing  else,  this   will  grow  your  business.  Responsiveness  also  means  getting  your  email  in   the  buyer’s  inbox  inside  5  minutes  of  your  call  if  you  want  to  get  it  read  and   acted  on.   •  CONTEXT,  is  important.  When  you  do  speak  to  a  buyer  you  need  to  know   how  engaged  they  are,  if  they  are  opening  your  email,  what  Web  pages  they   visited  on  your  Website  and  any  prior  history  with  your  company.   Get  all  three  right  and  you  will  be  in  a  very  select  group  of  the  World’s  best   companies.     8  
  9. 9. Advanced  Marketing  Concepts  began  as  consultative  sales  training  business  10   years  ago.    We  recognized  immediately  that  without  a  strong  value  proposition  and   effective  messaging  –  sales,  marketing  and  support  groups  would  revert  to   “product  speak”-­‐  talking  about  product  features  instead  of  listening  to  and   engaging  buyers  around  business  issues.        We  began  using  MESSAGING  ARCHITECTURE  in  our  Mirst  engagement  to   capture  and  share  the  value  proposition.     It  starts  with  a       *  Role-­‐based  persona   *  Win  themes  connect  capabilities  to  buyer  needs   *  We  Abstract  Positioning  Pillars  and  Big  Idea  from  the  underlying  win  themes.     9  
  10. 10. We  have  used  HubSpot’s  Inbound  Marketing  Platform  since  2008  and  understand   the  challenge  of  creating  thought  leading  content.       Content  Creation  templates  help  writers  to  create  great  MARKETING  MESSAGING   copy  for  blogs,  web  pages  and  email  that  is  relevant  to  buyers  needs  and  on   message.         10  
  11. 11. 1.    Here’s  a  Question-­‐  How  do  you  generate  BRAND  MESSAGING  without  a   clear  value  proposition?     The  answer  is  -­‐  It’s  very  difMicult.     We’ve  all  been  in  lengthy  brainstorming  sessions  to  develop  messaging  -­‐  –that   in  the  cold  light  of  the  next  day  doesn’t  hang  together.     11  
  12. 12. Messaging  Matters  and  Bottom-­‐up  brand  messaging  works,  but  it  requires   process,  leadership  and  concentrated  effort  and  we  can  help.       Now  lets  revisit  Forrester’s  numbers  9/10  meetings  with  buyers  are  failures.   Salespeople  need  a  strong  value  proposition  to  connect  capabilities  with  buyer’s   needs.    Advanced  Marketing  Concepts  helps  to  create  SALES  READY  MESSAGING   that  differentiates  and  ampliMies  the  brand  message  to  help  companies  speak  with   one  voice     12  
  13. 13. HOW  to  begin?-­‐     The  Messaging  process  starts  with  a  BRAINSTORM    4-­‐7  people  is  an  ideal  group   consisting  of  thought  leaders,  marketers,  and  1  or  2    top  salespeople       13  
  14. 14. First  brainstorm  the  BUYER  PERSONA  of  target  buyers,  their  Role,  Goal  Barriers   to  success,    Implications    of  failure,  the  status-­‐quo  constraints  and  Industry  Issues     14  
  15. 15. Next  we  map  product  win  themes  CAPABILITIES  to  buyer  GOALS.  At  the   intersection  of  needs  and  capabilities  we  have  solutions…  and  a  story.     15  
  16. 16. Finally  we  put  everything  together  in  a  MESSAGING  ARCHITECTURE  I’m  going  to   show  you  a  completed  Messaging  Architecture  in  WittyParrot.     16  
  17. 17. To  View  the  Webinar  and  demonstra1on  of  WiEyParrot,  visit       hEp://wiEyparrot.wis1a.com/medias/f9z75ra7jn   17  

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