The Sales and Marketing Alignment Challenge

The Sales and Marketing!
Alignment Challenge!
!
Driving alignment between marketing automation and sales behaviours!

Why are most
marketing automation
and sales strategies
not delivering results? !
© SalesITV - All Rights Reserved. !

Because people in
marketing and sales
teams are asking the
wrong questions!

• Why wont they call the damn leads?!
• Why haven’t they returned the list I
asked for?!
• Why won’t they use the systems?!
• Why are they so protective of “their”
clients?!
• Why are they wasting my time with
these useless leads?!
• Why are they spamming my clients?!
• Why does this take so much time?!
• Why did they send them that
information?!

My goals for tonight...!
• Help you ask better questions!
• Challenge you around why
this is so important!
• Give you a framework for
thinking about and working
towards sales and marketing
alignment!

What is success in
marketing automation,
lead nurturing, CRM
ultimately all about?!

Warning !
My answer might upset you!!

More
sales
Easier
(lower
effort)
sales
Faster
sales
Higher
margin
sales
Broader
sales
Ongoing
sales

Conflict and misalignment occurs when marketing efforts
are ultimately all about leads.!

More
unique
views
More
downloads
Marke=ng’s
KPIs
Marke=ng’s
Budget
More
leads
Lead
scoring

The Right Question!
How can we leverage marketing automation, lead
nurturing, CRM, to achieve sales?!

We need a shared
understanding of
what “sales” is all
about!

Describe in detail the sales
process your sales team
uses to engage with clients
and prospects!

The Sales Process!
This is the sales process in a perfect world to
those that aren’t offering the “cheapest”
solution.!

Outcome Focus!
I’m perfectly clear about the outcome(s) I’m
committed to achieving and the marketing/
inside sales team’s work has increased the
probability I’ll succeed.!
!
I’m perfectly clear about the outcome(s)
salespeople need to achieve in each type of
sales interaction/ opportunity and what
marketing/ inside sales can do to help
increase the probability of success.!

Credible Reason!
Every interaction between inside sales and a
lead is experienced as a good/ valuable use of
the lead’s time.!
!
Every end user MQL has confirmed an
understanding/ acceptance of the need to talk to
an expert/ consider the elements of our value
proposition vs. just buying on price/ asking for a
quote.!
!
Every MQL has confirmed a genuine need,
desire and preference for our solution or a
solution that matches the core of our value
proposition.!

Credible Reason!
Every interaction between inside sales and a
lead is experienced as a good/ valuable use of
the lead’s time.!
!
Every end user MQL has confirmed an
understanding/ acceptance of the need to talk to
an expert/ consider the elements of our value
proposition vs. just buying on price/ asking for a
quote.!
!
Every MQL has confirmed a genuine need,
desire and preference for our solution or a
solution that matches the core of our value
proposition.!
How does this compare to
the majority of MQL’s you are
currently delivering to the
sales team?!

Build Rapport and
Credibility!
Every SAL sales engages is open with
information, easy to access, helpful and has a
preference for doing business with your brand
and purchasing your solution based on a
perceived existing relationship and reciprocity.!
!
Every SALE sales engages perceives your
salespeople as experts in their solution that
provide valuable consulting/ advice rather than
salespeople that can and should offer quotes/
pricing.!

Build Rapport and
Credibility!
Every SAL sales engages is open with
information, easy to access, helpful and has a
preference for doing business with your brand
and purchasing your solution based on a
perceived existing relationship and reciprocity.!
!
Every SALE sales engages perceives your
salespeople as experts in their solution that
provide valuable consulting/ advice rather than
salespeople that can and should offer quotes/
pricing.!
How effectively are you using
content, nurturing,
information capture and
sharing to build a genuine
level of trust before assigning
MQL status to a lead?!

Explore and Listen!
I have a detailed knowledge of the MQL’s!
• Situation, challenges and preferences !
• Their understanding of our value proposition!
• Likely volume!
• Decision making process!
• Stakeholders!
• History/ current solution and pricing!
• Primary reason for being in the market!
!
The online/ inside sales needs analysis process
has provoked issues that shift focus from price to
our value proposition.!
!
Information is captured/ shared in a way that’s
easy assimilate and use as part of the sales
process.!

Explore and Listen!
I have a detailed knowledge of the MQL’s!
• Situation, challenges and preferences !
• Their understanding of our value proposition!
• Likely volume!
• Decision making process!
• Stakeholders!
• History/ current solution and pricing!
• Primary reason for being in the market!
!
The online/ inside sales needs analysis process
has provoked issues that shift focus from price to
our value proposition.!
!
Information is captured/ shared in a way that’s
easy assimilate and use as part of the sales
process.!
How effectively are you using
content and nurturing
strategy to create concerns
that create the perception
your solution/ product is
more valuable than other
options?!

Gain Permission!
Lead scoring matches both the characteristics
that make a lead more valuable AND the
commitments that sales would seek before
offering detailed solutions and pricing.!
!
Every MQL becomes an SAL - the inside sales
process creates a high probability /confidence in
sales team they are SQL’s. !
!
MQL’s have expressed a genuine interest in
changing providers/ buying based on our value
proposition.!

Offer Solutions!
Solutions discussed with inside sales match
recommendations that would be made by more
experienced salespeople.!
!
Information and samples sent to leads matches
their specific needs/ usage.!
!
Discussions with inside sales highlight the value
our products can deliver beyond price and
creates a preference prior to engaging with a
salesperson.!

Ask for Outcomes!
A significant number of trial closes have been
successfully executed through lead nurturing/
inside sale.!
!
Leads are ready to buy and want to engage the
salesperson around confirmation that the
desired solution is appropriate, commercial
terms and logistic elements of implementation.!

Handle Objections!
Content/ lead nurturing/ inside sales
conversations with the MQL significantly reduce
the likelihood of objections though partial/
complete needs analysis, education,
provocation of issues to reduce price focus and
creation of preference.!
!
Inside sales is able to effectively handle
objections throughout the education/
engagement process.!

Next Steps!
Engagement with sales is seen as a natural
next step in a buying process that has already
been started through content, lead nurturing
and inside sales engagement.!
!
Lead knowledge and relationship are
transferred as part of the handover process.!
!
Handover of MQL to SAL and contact from
sales is as close to immediate as possible.!

Always ask!
How can we leverage marketing automation, lead
nurturing, CRM, to achieve sales?!

Online sales and !
customer service training!
SalesITV Pty Ltd!
127 Devonshire Street!
Surry Hills, NSW 2010!
Australia!
!
+61 2 8306 7777!
www.salesitv.com!

The Sales and Marketing Alignment Challenge

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