4-Profit Denver Workshop- Sales & Marketing Enablement
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Sales Are From Mars; Marketing Is from Venus Getting these two forces to work together to produce stealer revenue results Tiffany Bova of Gartner recently stated, “Buyers do not value their interactions with salespeople as much as they used to (gasp!).” The shift in the importance of sales in the buying process is a result of how your future customers will evaluate and purchase technology. With the emergence of “everything as a service”, the pay-as-you-go models have diminished the traditional Capex purchase. With fierce competition, learn what sales has to change to be competitive, why marketing will become vital to your future margins and immediate action you can take to transform your sales and marketing into revenue machines that know how to sell to the client of the future.
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4-Profit Denver Workshop- Sales & Marketing Enablement
- 1. Platinum Sponsor Gold Sponsors
- 2. Old School October 4, 2013 Title of Preso 2
- 3. October 4, 2013 Title of Preso 3
- 4. Gasp! October 4, 2013 Title of Preso 4
- 5. Last place? October 4, 2013 Title of Preso 5
- 6. Ginger Clay October 4, 2013 Title of Preso 6
- 7. October 4, 2013 Title of Preso 7 “the Year of the Marketer” …but why?
- 8. October 4, 2013 Title of Preso 8 What’s changed? Who cares? So, what now?
- 9. What is happening during the buying process that is causing the sales person to be viewed as the least important person in the buying-decision process? What are some of the changes you have recently experienced in how customers interact with you? October 4, 2013 Title of Preso 9
- 10. 3 October 4, 2013 Title of Preso 10 new trends
- 11. Trend 1 October 4, 2013 Title of Preso 11 Buyers are more educated
- 12. Trend 2 October 4, 2013 Title of Preso 12 Buyers want to try it before they invest Trial Purchase Money Back Guarantees
- 13. RISK SHIFT "there is going to be a lot less money 100% committed upfront in these deals and lot more microsales (small GM purchases) over time as we move to consumption based pricing model." --Todd Hewlin, co-author of Consumption Economics October 4, 2013 Title of Preso 13
- 14. What does the “risk shift” mean to your current selling model? October 4, 2013 Title of Preso 14
- 15. Trend 3 October 4, 2013 Title of Preso 15 Buying process is no longer linear SALE!
- 16. What’s the problem? 1. The traditional role of sales is quickly changing. A new need and role for marketing/inside sales is emerging. 2. Sales is from Venus. Marketing is from Mars. 3. They are unaligned and you need to figure out how to fix it. October 4, 2013 Title of Preso 16
- 17. October 4, 2013 Title of Preso 17
- 18. #1: Sales and Marketing don’t work together October 4, 2013 Title of Preso 18
- 19. On Different Teams October 4, 2013 Title of Preso 19
- 20. #2: They just don’t get along October 4, 2013 Title of Preso 20
- 21. Rowing in Different Directions October 4, 2013 Title of Preso 21
- 22. How should it work? October 4, 2013 Title of Preso 22
- 23. #3: Sales & Marketing are Misaligned October 4, 2013 Title of Preso 23
- 24. --Gartner Organizations large and small are following the lead of Amazon.com to make smarter use of customer data to predict behavior, drive sales, and deepen relationships. October 4, 2013 Title of Preso 24
- 25. Rowing in the Same Direction October 4, 2013 Title of Preso 25
- 26. What’s YOUR role? CEO CFO Sales Marketing October 4, 2013 Title of Preso 26
- 27. October 4, 2013 Title of Preso How can your marketing people help accelerate sales and foster relevant relationships before and after the sale? 27
- 28. October 4, 2013 Title of Preso 28
- 29. Recap 1. Customer are self-directing their buying journey independently of sales 2. The sales model is changing 3. The need for marketing is increasing 4. You won’t succeed on yesterday’s model 5. Marketing is tied to the success of your sales team October 4, 2013 Title of Preso 29
- 30. “There are no shortcuts in evolution.” --Louis Brandeis October 4, 2013 Title of Preso 30
- 31. “It’s no longer just about doing the deal and all about developing strong relationships that go beyond great products, great service and great design.” --British Author & Leadership Visionary, Richard Barrett October 4, 2013 Title of Preso 31
- 32. What will you do different? October 4, 2013 Title of Preso 32 What is the one most important thing you are going to do differently from what you have learned today?
Editor's Notes
- Tiffany Bova at Garnter said, "buyers do not value their interactions with salespeople as much as they used to (gasp!). As a matter of fact, our research showed that sales came in last place after technical and industry expert, service and support and senior executive as ‘the most influential personal interactions across the entire buying cycle’."
- The CMO Council cited 2013 the “Year of the Marketer" with a shift marketing taking a more predominate role in leadership and strategic acumen.BUT WHY?? We have all looked to Sales to provide leadership, direction and results to drive our organizations forward. After all, marketing has been traditionally viewed as the creative, less strategic partner not really tied to the end result.
- So what, what's changed? Marketing is now playing a role in strategic planning and forecasting as it oversees customer and industry intelligence gathering, segmentation of how and what customers buy, topics they respond to, information that matters, thought leadership to drive purposeful customer interaction both BEFORE and AFTER the sale. So what? Who cares? According to Gartner, 1 in 5 Marketing CMOs saw a 10% increase in their budget for innovation UMB Robert D reported that 60% of the technology budget will move from the IT department to the marketing department by 2016-- a trend that is sure to affect not only who you engage but how you engage future clients
- 3 new trends:
- Customers are more educated:While technology advances have accelerated and the customer has become more educated, the sales rep (for the most part) continues to sell the same way they did in the past. And that has left customers looking elsewhere for meaningful interactions and challenging providers to step it up or risk being left out of deal consideration all together.ASK GROUP: Someone in here, give me an example of one of your customer who is more educated than they were 5 years ago?
- Customer are moving to a "try it before I buy it" Freemium" "Trail Purchase": thanks to the cloud and the ability to purchase in small chucks with little money and time outlay, clients are ... Companies accustomed to selling products and walking away are being forced to prove how they add real value.Consumption Economics calls this the "Risk Shift" to reseller meaning the risk has shifted from the customer side of the ledger to the reseller/vendor's side. For example, clients who are inheriting cloud into their portfolio. You've made money for years on the CAPx model where you clients had to make sizable investments into licenses, equipment and servers up front. All of that is now changing. What we are seeing with cloud is this movement to buying in small chunks-- "there is going to be a lot less money upfront 100% committed in these deals and lot more microsales (small GM purchases) over time as we move to a consumption based pricing model." --Todd Hewlin, co-author of Consumption EconomicsThat difference between $3Mil capx investment vs 10% cloud investment or micro sales over a period of time is going to require your teams to be relevant and play consultative roles in your clients business well after the sale. And marketing can help you do that.
- Today’s buying process is not a linear sequence in which prospects first interact exclusively with Marketing, are handed off, and then interact exclusively with Sales. The traditional approach to marketing and sales alignment has focused on one moment of truth: handing leads from one department to the other. Marketing’s goal was to ensure it sent leads that sales found useful. Sales’ goal was to ensure the leads were efficiently received, distributed, and contacted.Instead, prospects interact with multiple channels throughout the process: They visit Web pages, read emails, check social media discussions, talk to peers, attend live and virtual events, chat online, and occasionally even picking up the telephone. Many of those interactions are managed by Marketing, even in the later stages of the buying cycle.Gartner Trend: Organizations large and small are following the lead of business-to-consumer (B2C) retailers such as Amazon.com by making smarter use of customer data to predict behavior, drive sales, and deepen relationships.
- Objective/Benefit: So what are the problems between sales and marketing? Survey says? (Ask the audience if they can guess…)Sales and Marketing don't get alongAgain, how many of you believe this? Why/why not?Marketing is increasing why the need for traditional sales is decreasing.Ask for a show of hands of who believes this is true.Ask them why they believe it is true.How are you going to fix it? Based on what you've learned today, what changes are you going make to position your teams to support the changing trends?
- Over the next hour we are going to discuss why sales and marketing don't get along and how you can make a few changes to position yourself as the solution provider of 2020.
- Marketing is increasing while the need for traditional sales is decreasing.
- A story [MIKE]
- Sales and Marketing don't get along
- A story [MIKE]
- Audience Participation:Discuss how you believe sales and marketing are and are not working together.
- STORY
- CEO: Need not play favorite between the two group just because revenue is tied to one vs the otherCFO: Needs to help sales and marketing see the business end-to-end and linkages between the financial metrics (NOT THEIR SKILL SET)SALES: Realize they don't run the company just because their success is tied to the company payrollMARKETING: Get their head out of the creative cloud and walk a day in sales shoes.
- Quote: Gartner conducted, customers told us loud and clear that they are now self-directing their buying journey independently of what salespeople are doing. Now customers are deciding when and where the sales engagement will actually begin as well as how and where that interaction will take place in more of a ‘pull’ model. This change can and will have significant implications if ignored.The Sales Model is changing and "There are no shortcuts in the evolution." --Louis Brandeis.You won't succeed on what worked yesterdayMarketing is tied to the success of your sales teamIt won't happen by accident. You have a role to play.
- In groups of 3, I want you to discuss "The one most important thing you are going to do differently from what you have learned today." Work in groups to come up with solutions, then we will reconvene to share ideas and solutions with the group.