WHY CAN’T WE
WHY CAN’T WE
ALL JUST GET
ALONG?

MANAGED
MANAGED
CORPCOM &
CO CO &
MARCOM FOR
MORE THAN TWO
MORE THAN TWO
DECADES

AND BEEN IN ON
AN N IN ON
ALL OF THESE
CONVERSATIONS

WE’RE LAUNCHING
AN INNOVATIVE, ROBUST
SCALABLE SOLUTION WITH
SCALABLE SOLUTION WITH
INTEGRATED ANALYTICS FOR
INTEGRATED ANALYTICS FOR
MISSION CRITICAL
SS O C C
APPLICATIONS

WHAT SALES HEARS:
NEW PRODUCT
BLAH BLAH BLAH
BLAH BLAH BLAH
BIGGER QUOTA
BIGGER QUOTA

NEW PRODUCT TRAINING
PRESENTATION WILL BE
POSTED ON THE INTRANET

I HAVE A MEETING
I HAVE A MEETING
IN 30 MINUTES.
IN 30 MINUTES
CAN YOU SEND ME
THE LATEST
PRESENTATION?

IT’S ON THE INTRANET

THESE SLIDES SUCK.
THESE SLIDES SUCK
I’LL MAKE MY OWN
’
FOR THE MEETING

DID YOU SEE THOSE SLIDES?
HE JUST SOLD VAPOR & THE
LOGO DOESN’T HAVE
ENOUGH WHITESPACE TO
BREATHE.

MARKETING
MARKETING
WORRIES MORE
WORRIES MORE
ABOUT LOGOS
THAN
CUSTOMERS

WE GIVE THEM
WE GIVE THEM
THOUSANDS OF LEADS
THOUSANDS OF LEADS
AND THEY NEVER
AND THEY NEVER
FOLLOW UP
FOLLOW UP

THESE
THESE
LEADS SUCK
LEADS SUCK

THERE S A BETTER WAY
THERE’S A BETTER WAY

WEB 2.0 TOOLS
WEB 2 0 TOOLS
FOR SALES AND
FOR SALES AND
MARKETING

LISTENING
DISCOVERING
SHARING
EXECUTING

PERSONALIZED
MESSAGING

ON DEMAND
ON DEMAND
SALES READY TOOLS
SALES READY TOOLS

LEAD GENERATION
THAT WORKS FOR
MARKETING & SALES

PERSONALIZED
MESSAGING

SMART
SMART
CUSTOMERS
WANT SMART
WANT SMART^
SALESPEOPLE

CUSTOMERS ONLY
CUSTOMERS ONLY
WANT 5 THINGS
WANT 5 THINGS

IMPROVE THEIR
IMPROVE THEIR
BUSINESS

SAVE MONEY
SAVE MONEY

GROW THEIR SHARE
GROW THEIR SHARE

OPERATE MORE PROFITABLY
OPERATE MORE PROFITABLY

AND THEY WANT
AND THEY WANT
USEFUL, CONCISE,
USEFUL CONCISE
TRANSPARENT
TRANSPARENT
CONVERSATIONS

KNOWLEDGE
SALES NEEDS INFORMATION
SALES NEEDS INFORMATION
SALES NEEDS INFORMATION
^
Internal information:
Product information:
Account details
Application
Contact info
Use cases
formation
ormation
Account history
FBA
Interactions
Pricing
usiness Info
stomer Inf
External information:
Market information:
Business objectives
Strategy
Business requirements
Business requirements
Cus
Positioning
P ii i
Bu
Competitive pressures
Competition Decision makers
Industry dynamics Decision process

direct marketing phone calls
marketing email
ki il customer meetings
marketing events
prospect meetings
advertising
networking/referrals
PR
Information
analyst relations sales email
channels
marketing sales
web content
Web lead capture
industry customer & prospect
marketing communities communities
communities
industry news
y customer & prospect
customer & prospect
marketing blogs
k i bl
news
industry blogs
marketing social customer blogs
media industry social customer social
customer social
media media

SET UP LISTENING POSTS
INDUSTRY TRENDS
BRAND PERCEPTIONS
COMPETITIVE
DEVELOPMENTS
CUSTOMER
DEVELOPMENTS

“IT’S LIKE HAVING A
CONVERSATION WITH
YOUR CUSTOMER ONLY
YOUR CUSTOMER ONLY
THEY DON T KNOW
THEY DON’T KNOW
YOU VE TALKED TO THEM.
YOU’VE TALKED TO THEM.”

CASE STUDIES BLOG POSTS
3RD PARTY ARTICLES
PARTY ARTICLES
PRODUCT NEWS VIDEOS & PODCASTS
RESEARCH REPORTS
COMPANY NEWS TWEETS
WEBINAR/EVENTS
RELEVANT REASON
RELEVANT REASON
TO REACH OUT
TO REACH OUT
BUILD A LIBRARY

PERSONALIZED
PERSONALIZED
EMAIL TO A
EMAIL TO A
PROSPECT FROM
PROSPECT FROM
SALES CONTACT IS
SALES CONTACT IS
4X MORE LIKELY TO
4X MORE LIKELY TO
BE OPENED
BE OPENED

IN THE REAL WORLD
IN THE REAL WORLD
2. Article on CSC 4. Check Salesforce.com –
3. Check blog – leave
Collaborative Enterprise Stu Downes is contact
comment – subscribe
received in feed reader
ece ed eed eade to blog
to blog
6. Got the meeting 5. Reach out to talk about
AND THE DEAL!
AND THE DEAL! connection between CSC &
ti b t CSC &
Attensa

ON DEMAND
ON DEMAND
SALES READY TOOLS
SALES READY TOOLS

MARKETING NEEDS
HELP
90% OF THE TOOLS
THEY CREATE
AREN’T USED
Source: American Marketing Association

BE NICE‐SHARE
BE NICE SHARE

COLLABORATIVE
COLLABORATIVE
WORKSPACES

EASY TO FIND STUFF
EASY TO FIND STUFF
SEARCH
SPACES
TAGS

EASY TO SHARE STUFF
EASY TO SHARE STUFF

EASY TO GET STUFF

WHERE YOU WANT IT
ON THE WEB
ON THE WEB
IN FEED
READER OR
EMAIL
ON A PHONE

EASY TO SEE WHAT WORKS
COMMENTS
COMMENTS
& METRICS

LEAD GENERATION
THAT WORKS FOR
MARKETING & SALES

“I LOVE SPENDING “I LOVE MAKING
TONS OF MONEY
TONS OF MONEY IRRELEVANT
IRRELEVANT
GENERATING LEADS CALLS TO PEOPLE
FROM PEOPLE WHO
FROM PEOPLE WHO WHO DON’T
WHO DON’T
AREN’T CARE.”
INTERESTED.”

THEY’RE NOT LEADS
’

UNTIL THEY ARE

IF YOU DON’T HAVE A
MACRO VIEW OF YOUR
LEADS, GET ONE

PUT AS MUCH EMPHASIS ON
THE LEAD FUNNEL AS YOU DO
ON THE SALES FUNNEL

MARCOM CLOUT SALES OPS
WEB MARKETING
HUDDLE
TOP PERFORMER CLOUT
INSIDE SALES CLOUT
INTRANET CLOUT
EXECUTIVE
EXECUTIVE
EXECUTIVE
EXECUTIVE
SPONSOR
SPONSOR

DEFINE: LEAD

IT S ALL ABOUT TALKING
IT’S ALL ABOUT TALKING
TEAMS THAT HUDDLE HAVE HIGHER ROI
COLLABORATIVELY DEFINE: SALES
READY LEAD
DEFINE THE PROCESS: QUALIFY – FILTER
– NURTURE – HAND TO SALES
NURTURE HAND TO SALES
FOCUS ON MARKETING PROGRAMS
THAT BUILD RELATIONSHIPS
THAT BUILD RELATIONSHIPS

NEXT 3 QUESTIONS FOR THE
HUDDLE
1. WHAT DOES A MAP OF THE CUSTOMER
DECISION PROCESS LOOK LIKE?
2. WHAT DOES THE CONVERSION PROCESS
WHAT DOES THE CONVERSION PROCESS
LOOK LIKE?
3. HOW CAN WE CLOSE THE LOOP ON EACH
3 HOW CAN WE CLOSE THE LOOP ON EACH
SALES LEAD GENERATED?

TAKE MARCOM PEOPLE ON
SALES CALLS.
WATCH THEM GET HIT WITH
WATCH THEM GET HIT WITH
THE WAKE UP STICK.

SO WHAT?
RELEVANT INTERACTIONS
CONTENT THAT WORKS
JUST IN TIME SALES TOOLS
MARKETING FEEDBACK
IMPROVED EXECUTION

SERIOUS ROI
ORDER SIZE 21%
NUMBER OF WINS 21%
FORECAST ACCURACY
FORECAST ACCURACY 30%
IMPROVEMENT
22%
SALES CYCLE TIME
Source: Escaping the Blackhole: Minimizing the Damage from the Marketing and Sales Disconnect
Robert Schmonzees 2005

READERS ARE LEADERS:
Lead Generation for the Complex Sale, Brian Carol 2006
http://www.amazon.com/exec/obidos/ASIN/0071458972/startwithalea‐20
// / / / / /
BLOGS NOT BOOKS
BLOGS NOT BOOKS
B2B LEAD GENERATION BLOG
http://blog.startwithalead.com/
COMMENTARY ON SALES LEADERSHIP
http://davesteinsblog.wordpress.com/
CUSTOMER CENTRIC SELLING BLOG
http://www.customercentric.com/blog/

scott niesen
marketing practitioner
gp
scott.niesen@comcast.net
twitter: sniesen
twitter: sniesen
marketinggoon.wordpress.com