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4 top ways marketing fails sales - from Dreamforce 14

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4 top ways marketing fails sales. Brian Groth's Dreamforce 14 presentation.

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4 top ways marketing fails sales - from Dreamforce 14

  1. 1. 4 TOP WAYS MARKETING FAILS SALES AND HOW TO FIX THEM B R I A N G R O T H S A L E S E N A B L E M E N T M A N A G E R X A C T L Y , C O R P O R A T I O N O C T O B E R 2 0 1 4
  2. 2. 1. CONTENT CREATION Marketing • Messaging Framework • Datasheet / Factsheet • Case Studies / Customer Stories • Sales Pitch (maybe) Sales • Cold call scripts • E-mail templates • Competitive comparisons/objections • Sales Pitch (on their own) Fix: Define ownership & input for creating customer-facing content
  3. 3. 2. CONTENT MANAGEMENT Marketing • Product info • For web & social sharing • For e-mail newsletters • Product info • By industry • By persona • By content type Sales • Available immediately • Easy to share • E-mail template when needed • NDA, Order Form, etc. when needed • Product info when needed Fix: Think of sales as another channel needing quick responses
  4. 4. 3. MOTIVATION Marketing • Pageviews • Downloads • Social shares • Buzz • New leads Sales • Quota • SPIFF • Gamification • President’s Club Fix: Educate marketing on the variables in the sales commission plan
  5. 5. 4. SALES PROCESS Marketing • Generate Brand Awareness • Generate Leads • Sales Accepted Leads (SAL) Sales • Sales Qualified Leads (SQL) • Needs Analysis • Value Proposition • Proposal • Negotiation • Close Fix: Have shared metrics, such as SAL and SQL
  6. 6. 4 TOP WAYS MARKETING FAILS SALES AND HOW TO FIX THEM 1. Content Creation: Define ownership & input for creating customer-facing content 2. Content Management: Think of sales as another channel needing quick responses 3. Motivation: Educate marketing on the variables in the sales commission plan 4. Sales Process: Have shared metrics, such as SAL and SQL Brian Groth Sales Enablement Manager @ Xactly bgroth@xactlycorp.com

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