Secrets to      Maximizing YourMarketing ROI:Aligning Sales   & MarketingStephen N. Davis“Partnering With Clients to Drive...
John Wanamaker                                   “Half the money I spend                                   on advertising ...
Your Most Critical Pieces for                          Revenue Growth                                              Sales  ...
2000 - 2011 © CXO Advisory Group
2000 - 2011 © CXO Advisory Group
“Your       Marketing Leads          S*CK!!!”2000 - 2011 © CXO Advisory Group
“We Send                   Qualified Leads                     To Sales &                   They Fall into a              ...
“Sales Sells                Product to the                Wrong People!”2000 - 2011 © CXO Advisory Group
90%                           % Of Marketing Materials                             UNUSED BY SALESSource: AMA2000 - 2011 ©...
“Marketing Doesn’t       Provide What We           NEED!!”2000 - 2011 © CXO Advisory Group
“Sales Doesn’t       Have a Clue About         BRANDING!”2000 - 2011 © CXO Advisory Group
“I Can’t Believe       Sales Asked that      Question. It’s in the           Literature!”2000 - 2011 © CXO Advisory Group
Sales Spends                                   40%                Of Their Time Creating Their Own                       M...
10 Min/Week Additional Selling Time                        = $57,000                      Additional Revenue Per YearSourc...
“Marketing Doesn’t      Involve Sales in its          Planning!”2000 - 2011 © CXO Advisory Group
“Sales Doesn’t                   Provide ANY                    Feedback!”2000 - 2011 © CXO Advisory Group
The Real Secret to                        Maximizing Marketing ROI                              Aligning                  ...
8%                          Of Corporations Report                            “TIGHT ALIGNMENT”                         Be...
Better Aligned = More Business                        5.4%               Faster Growth on Year-to-Year Basis              ...
Better Aligned = More Business                            38%                   Better at Closing Proposals than          ...
Better Aligned = More Business                            36%                    Less Churn of Their Customers            ...
Typical Marketing Meeting2000 - 2011 © CXO Advisory Group
Marketing and Sales look at the world                through different lenses2000 - 2011 © CXO Advisory Group
Marketing Looks For Mr. Right2000 - 2011 © CXO Advisory Group
Sales Wants Mr. RightNOW2000 - 2011 © CXO Advisory Group
When Their Isn’t A Common Profile                 You End Up With2000 - 2011 © CXO Advisory Group
It Starts With Communication                                      Attend each other’s staff                              ...
“Marketing & Sales      Should Jointly         Define a   “Sales-Ready” Lead!”2000 - 2011 © CXO Advisory Group
Develop a Common Buyers Profile      Who is your “ideal customer?”      Who is typically the “key decision maker?”     ...
Score Your Leads2000 - 2011 © CXO Advisory Group
Lead Scoring For Better                           Allocation of Resources      Ranks one prospect vs another      Unbias...
Lead Definitions Impact                                   Marketing Effectiveness                                         ...
Lead Definitions Impact                                       Sales Effectiveness                               18%   16.5...
Agree on a Lead Management System                                       New Lead                                    Regist...
Agree on When to Hand of to Sales                                       New Lead                                    Regist...
Agree on Buying Cycle - Relevant Tools2000 - 2011 © CXO Advisory Group
Automate & Track2000 - 2011 © CXO Advisory Group
Measure        Marketing on It’s Contribution to Revenue2000 - 2011 © CXO Advisory Group
FeedBack From Sales2000 - 2011 © CXO Advisory Group
Analyze Feedback on                            Quality of Tools/Leads2000 - 2011 © CXO Advisory Group
Improve Your Tools2000 - 2011 © CXO Advisory Group
Everybody Wins2000 - 2011 © CXO Advisory Group
Questions2000 - 2011 © CXO Advisory Group
Driving Profitable Growth2000 - 2011 © CXO Advisory Group
Driving Profitable Growth             We help companies optimize business             development and marketing; accelerat...
The CXO Advisory Group      CXO Advisory Group is a strategic operations advisory       and management firm comprised of ...
How Can CXO Help You?      Business Strategy Services             •   Audit business practices and organization           ...
How Can CXO Help You?  Sales Channel Management         •   Review and revise sales channel strategies         •   Channel...
How Can CXO Help You?  Venture Advisory Services         •   Fine tune operations, business strategy and market entry     ...
Contact Information:   Stephen Davis   Interim COO/VP Sales & Marketing |   Business Consultant | Sales Channel and   Busi...
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Maximizing Your Marketing ROI - Align Sales & Marketing

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Secrets to Maximizing Your Marketing ROI: Aligning Sales and Marketing

Are your sales and marketing teams working together or are they at war with each other? In today’s tough economy, business can’t afford to expend resources, time or money pursuing opportunities that will not result in revenue. Shrinking budgets, lengthening sales cycles and marketing programs that don’t work are frustrating your sales teams more than ever before. Aligning these organizations can offer you the greatest opportunity to yield better quality leads from your marketing efforts, shorten the sales cycle, close more business and reduce marketing costs. Good working partnerships between these organizations serve as the foundation for profitable revenue growth.

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Maximizing Your Marketing ROI - Align Sales & Marketing

  1. 1. Secrets to Maximizing YourMarketing ROI:Aligning Sales & MarketingStephen N. Davis“Partnering With Clients to DriveSustainable Profitable Growth”
  2. 2. John Wanamaker “Half the money I spend on advertising is wasted, and the trouble is, I don’t know which half.”2000 - 2011 © CXO Advisory Group
  3. 3. Your Most Critical Pieces for Revenue Growth Sales Marketing2000 - 2011 © CXO Advisory Group
  4. 4. 2000 - 2011 © CXO Advisory Group
  5. 5. 2000 - 2011 © CXO Advisory Group
  6. 6. “Your Marketing Leads S*CK!!!”2000 - 2011 © CXO Advisory Group
  7. 7. “We Send Qualified Leads To Sales & They Fall into a Black Hole”2000 - 2011 © CXO Advisory Group
  8. 8. “Sales Sells Product to the Wrong People!”2000 - 2011 © CXO Advisory Group
  9. 9. 90% % Of Marketing Materials UNUSED BY SALESSource: AMA2000 - 2011 © CXO Advisory Group
  10. 10. “Marketing Doesn’t Provide What We NEED!!”2000 - 2011 © CXO Advisory Group
  11. 11. “Sales Doesn’t Have a Clue About BRANDING!”2000 - 2011 © CXO Advisory Group
  12. 12. “I Can’t Believe Sales Asked that Question. It’s in the Literature!”2000 - 2011 © CXO Advisory Group
  13. 13. Sales Spends 40% Of Their Time Creating Their Own Marketing MaterialsSource: CMO Council2000 - 2011 © CXO Advisory Group
  14. 14. 10 Min/Week Additional Selling Time = $57,000 Additional Revenue Per YearSource: IDC Sales Enablement Research2000 - 2011 © CXO Advisory Group
  15. 15. “Marketing Doesn’t Involve Sales in its Planning!”2000 - 2011 © CXO Advisory Group
  16. 16. “Sales Doesn’t Provide ANY Feedback!”2000 - 2011 © CXO Advisory Group
  17. 17. The Real Secret to Maximizing Marketing ROI Aligning Sales & Marketing2000 - 2011 © CXO Advisory Group
  18. 18. 8% Of Corporations Report “TIGHT ALIGNMENT” Between Sales & MarketingSource: Forrester2000 - 2011 © CXO Advisory Group
  19. 19. Better Aligned = More Business 5.4% Faster Growth on Year-to-Year Basis Than CompetitionSource: MarketingProfs2000 - 2011 © CXO Advisory Group
  20. 20. Better Aligned = More Business 38% Better at Closing Proposals than Non-Aligned CompetitionSource: MarketingProfs2000 - 2011 © CXO Advisory Group
  21. 21. Better Aligned = More Business 36% Less Churn of Their Customers To CompetitionSource: MarketingProfs2000 - 2011 © CXO Advisory Group
  22. 22. Typical Marketing Meeting2000 - 2011 © CXO Advisory Group
  23. 23. Marketing and Sales look at the world through different lenses2000 - 2011 © CXO Advisory Group
  24. 24. Marketing Looks For Mr. Right2000 - 2011 © CXO Advisory Group
  25. 25. Sales Wants Mr. RightNOW2000 - 2011 © CXO Advisory Group
  26. 26. When Their Isn’t A Common Profile You End Up With2000 - 2011 © CXO Advisory Group
  27. 27. It Starts With Communication  Attend each other’s staff meetings  Marketing needs to get into the field with sales • Speaking to customers • Watching Demos • Listening to presentations2000 - 2011 © CXO Advisory Group
  28. 28. “Marketing & Sales Should Jointly Define a “Sales-Ready” Lead!”2000 - 2011 © CXO Advisory Group
  29. 29. Develop a Common Buyers Profile  Who is your “ideal customer?”  Who is typically the “key decision maker?”  How do they make their decisions?  Where do they collect their information to make a decision?  What are their critical business issues?  What is their buying process?  What is the Sales Cycle?  What are the “trigger events”2000 - 2011 © CXO Advisory Group
  30. 30. Score Your Leads2000 - 2011 © CXO Advisory Group
  31. 31. Lead Scoring For Better Allocation of Resources  Ranks one prospect vs another  Unbiased way to determine which department should focus prospect  Identifies “Sales-Ready” Prospects  Helps tune your ideal buyer profile2000 - 2011 © CXO Advisory Group
  32. 32. Lead Definitions Impact Marketing Effectiveness 75% 80% 70% 60% Current Percentage 50% 25% 40% 30% 20% 10% 0% Return on Marleting Investment Companies Supporting Common Lead Definition All Others Source: Aberdeen Group 20102000 - 2011 © CXO Advisory Group
  33. 33. Lead Definitions Impact Sales Effectiveness 18% 16.5% 16% Year Over Year Change 14% 12.7% 10.5% 12% 10% 8% 4.9% 6% 3.0% 3.2% 4% 1.3% 2% 0.2% 0% Bid-to-Win Time To Close Return on Lead to Sales Ratio Marketing Conversion Investment Companies Supporting Common Lead Definition All Others Source: Aberdeen Group 20102000 - 2011 © CXO Advisory Group
  34. 34. Agree on a Lead Management System New Lead Registered Lead Lead Nurturing Buying Cycle Phone Ready Lead TeleQualify Leads Sales-Validate Lead Demo/Meet/Proposal Enter Sales Forecast Closed Deals2000 - 2011 © CXO Advisory Group
  35. 35. Agree on When to Hand of to Sales New Lead Registered Lead Lead Nurturing Buying Cycle Phone Ready Lead TeleQualify Leads Sales-Validate Lead Hand Off to Sales Demo/Meet/Proposal Enter Sales Forecast Closed Deals2000 - 2011 © CXO Advisory Group
  36. 36. Agree on Buying Cycle - Relevant Tools2000 - 2011 © CXO Advisory Group
  37. 37. Automate & Track2000 - 2011 © CXO Advisory Group
  38. 38. Measure Marketing on It’s Contribution to Revenue2000 - 2011 © CXO Advisory Group
  39. 39. FeedBack From Sales2000 - 2011 © CXO Advisory Group
  40. 40. Analyze Feedback on Quality of Tools/Leads2000 - 2011 © CXO Advisory Group
  41. 41. Improve Your Tools2000 - 2011 © CXO Advisory Group
  42. 42. Everybody Wins2000 - 2011 © CXO Advisory Group
  43. 43. Questions2000 - 2011 © CXO Advisory Group
  44. 44. Driving Profitable Growth2000 - 2011 © CXO Advisory Group
  45. 45. Driving Profitable Growth We help companies optimize business development and marketing; accelerate sales; and seize the most attractive growth opportunities.2000 - 2011 © CXO Advisory Group
  46. 46. The CXO Advisory Group  CXO Advisory Group is a strategic operations advisory and management firm comprised of proven C-level executives with both breadth and depth of experience.  CXO Advisory Group Team members have achieved success in positions ranging from: President/CEO to COO, and VPs of Sales, Marketing, Corporate Development and Human Resources.  Has proven success in business development and in building US sales and distribution channels2000 - 2011 © CXO Advisory Group
  47. 47. How Can CXO Help You? Business Strategy Services • Audit business practices and organization • Evaluate product and pricing strategies • Evaluate effectiveness of sales channel • Assess effectiveness of existing sales and marketing programs Market Entry Program • Analyze competitive landscape • Market launch strategy and plan • Channel strategy and programs • Establish sales channels • Generate sales and manage relationships • Identify and develop strategic partnerships2000 - 2011 © CXO Advisory Group
  48. 48. How Can CXO Help You? Sales Channel Management • Review and revise sales channel strategies • Channel partner identification, prospecting and recruitment • Eliminate channel conflict • Channel contract development and negotiation Interim Management Resources • Interim CEO, COO, CMO, CSO • Interim VP of Sales and Marketing • Consultant on staff • Launch team coaches2000 - 2011 © CXO Advisory Group
  49. 49. How Can CXO Help You? Venture Advisory Services • Fine tune operations, business strategy and market entry • Assist with due diligence • Strategic business assessment of portfolio companies2000 - 2011 © CXO Advisory Group
  50. 50. Contact Information: Stephen Davis Interim COO/VP Sales & Marketing | Business Consultant | Sales Channel and Business Development Expert | Author & Speaker “Partnering With Clients to Drive Sustainable Profitable Growth”Phone: (508) 528-7571Email: sdavis@cxoadvisorygroup.comWebsite: www.cxoadvisorygroup.comLinkedin: www.linkedin.com/in/stephendavisTwitter: twitter.com/stephendaviscxo
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