Jenifer Kern, Celerity's VP of Marketing, discusses the connection between Sales, Marketing and Jazz at HubSpot's INBOUND15 conference. "What's Jazz Got To Do With It?"
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It’s all about
the content
1 2 3 4
5 6 7 8
9 10 11 12
13 14
Tech buyers consume an
average of 14 pieces of
content before making a
buying decision
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“90% of
consumers go
to Google
search first…”
- CIO.com
#SMarketingJazz
All That Jazz!
Photo credit: http://bayareaplays.com
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In the beginning (Pre-2011)
…there was an opportunistic sales team, savvy
entrepreneurs and 30% CAGR.
#SMarketingJazz
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But soon there was disharmony…
Brand fragmentation, client diversity & scaling issues, sales turnover
#SMarketingJazz
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So Marketing was added to the repertoire
#SMarketingJazz
Branding, content marketing, lead
generation, sales alignment
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And the tune
changed for
good…
#SMarketingJazz
・0 to 50% pipeline contribution in 3 years
・25% increase in margins & revenues
・Explosion of net-new customer accounts
・Reduced sales turnover by 40%
・Increase in CRM adoption: 5 to 75%
・Bigger deal sizes
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Top Five Tunes 1. Get Top Dogs Jazzed
2. Expand Sales’ Universe
3. Talk it Up
4. Find the Right Harmony
5. Make it Easy (and Fun)
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1 ・ Tap into their competitive spirit
・ Focus on low-cost opportunities
・ Assemble your band leaders
Teach Execs how to sing
Inbound tunes
Get Top Dogs Jazzed
#SMarketingJazz
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#SMarketingJazz
2 • Focus on Marketing’s mission: Sales-
ready leads
• Add Inbound to Outbound
• More tools, warmer leads = More $$$
It’s Not a Solo Performance
Expand Sales’ Universe
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#TalkItUp
3 • Communicate then over-
communicate
• Find your early adopter & champion
• Be transparent and imperfect
Now isn’t the time to be
shy or humble
Talk It Up
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#SMarketingJazz
4 ・ Walk 1,000 miles in their shoes
・ Listen to sales calls & talk to
customers
・ Be creative and improvise (office
move)
Get in tune with Sales
Find the Right Harmony
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Anatomy of a
Sales Person
Know what makes them tick
Driven to
Succeed
Resilient &
Positive
Competitive
Problem
Solver
Easily Distracted
Strong
Family Bonds
On the Move
*Read: The Art of the Sale, Philip Delves Broughton
Highly
Caffeinated
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#MakeItCrazyEasy
5 ・ Make it mobile friendly
・ Reports/dashboards
・ Sidekick
It’s Gotta be
Really. Super. Easy.
Make It Ridiculously Easy
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Go forth and create your boogie-woogie.
#SMarketingJazz #BoogieWoogie #CoolC
ats
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Q & A
What do you do to get Sales jazzed?
What are your biggest challenges/obstacles?
#SMarketingJazz
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Thank You
Jenifer Kern
VP Marketing, Celerity
Share your tune
@jenifer_kern
LI: Jenifer (McGregor) Kern
jkern@celerity.com
Blogs: celerity.com/blogs/jeniferkern
Editor's Notes
Today talk about how to work w/Sales to get them really excited “JAZZED” about Inbound/Outbound.
Start with (1) big ideas/trends, (2) share my story building MKTG @ Celerity, (3) focus on 5 way to get them Jazzed.
- Using Jazz metaphors b/c it works well – Jazz is about fluidity of leadership/players– it’s AGILE -- it’s as much about listening as playing your instrument – what is the music at this moment is missing that I can provide? React in real time (Think of Mktg + Sales as a Jazz Band.
Candidate Story goes here….
Here’s the deal….
20 years ago, Mktg = brochures, flyers, mugs/swag, comms plans, branding & advertising.
Today Mktg is so much more -- revenue generator & growth driver for the business.
Dramatic transformation in our industry due to technology, it’s almost unrecognizable.
To distinguish yourself and your team (catapult career) you need to respect, love, appreciate, and truly understand Sales.
If you can learn to love and embrace SALES you’ll be poised to soar
Mktrs need to SELL programs, tools, investments to Sales & Leaders
Bright future in Marketing
Junior candidates that get the power of Smarketing are most likely to be our next Marketing Leaders, CMOs, etc
We own the Customer/Prospecting data + CONTENT– need to get that to sales efficiently/quickly (establishes credibility for Sales before contacting lead)
Sales gets real-time feedback from customers on Content/Leads; helping to shape the right message
For both marketing and sales to be successful in Dig Economy : need each other – the perfect complement (PJ alone is ok/….together great)
Marketing is now about Sales; and Sales is about Mktg
Who wants a jelly sandwich?!
We own Content - 75% of buying process done online; engage with Mktg content before talking to Sales
- Typical buyer is at 8-10 pieces
- The BUYER is in control of the Sales Process – Engaging with Marketing Content
- Sales process is dependent on ENGAGING CONTENT & BRANDS
This is WHY INBOUND MATTERS
Incoming calls are rare today.
Getting found via Google is ‘All that Jazz” (cost effective, fast, more-targeted)
Brand fragmentation, client diversity + scaling challenges, sales turnover
No leads from Marketing
Difficulty scaling
Sales teams with relationship selling
Territorial reps
In 4 years went from zero lead gen to driving 50% of pipeline from inbound/outbound marketing
Branding, content marketing, lead generation, sales alignment
Sales success no longer relies on 100% relationship selling, working their network.
Less sales turnover – Sales people have so many more tools to be successful…
There are so many ways that Marketers can engage with Sales
So many TOOLS available to us
1. Once your CEO is on board….CEO is most aggressive Sales person in the company
Find your Rob Smith -- VPs of Sales – get them bought in to Inbound concepts.
In less than one year we’ve increased our SEO from 3 to 52 words on Page 1 of Google
Sales has changed too (new song sheet) >> Used to be all about cold calling, telemarketing, direct mail
Marketing is here to make their job easier >> Bring Sales warmer leads, So they can make more money
Educate Sales on increasing number of tools available when work with marketing
Sales has a new song sheet
-- Communication strategies: Weekly sales meetings/ 1-on1s; Email campaign; Lead Gen launches; happy hours; SOCIAL MEDIA
-- Realize it’s never perfect … ask for Feedback and Fall on your sword
-- SLOGANS: One team, one dream ; cold call Friday; good talk Russ
Highlight shared success and lead history
To Know is to Love
Keep it Fresh, Fun and Roll in Real Time
Marketers – GET OUT FROM BEHIND YOUR DESKS!
Mktrs are about PERSONAS – sketch one out for Sales
To Know is To Love and appreciate
SALES IS HARD: Great selling is an art that demands creativity, mindfulness, selflessness, and resilience; but anyone who says you can become a great salesperson in 15 minutes is either a charlatan or a fool.
-Even though sales is the engine of commerce and industry—it remains shrouded in myth.
-More Americans work in sales than in manufacturing, marketing
Some ways we make it really easy:
Work with our Sales Ops Manager
Documents repository in CRM
Hot leads dashboard
Customized reports
Emails with links to leads, landing pages, reports
Sidekick
You have tons of musicians ready to join your band!