Aligning marketing communications with sales enablement to increase impact

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Tracey Fanelli,
Senior Vice President, Marketing and Communications,
Wells Fargo

Published in: Business, Career
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Aligning marketing communications with sales enablement to increase impact

  1. 1. 1
  2. 2. 2
  3. 3. 3
  4. 4. We need to be customer-focused! 4
  5. 5. Lesson #1Look deeper than the initial request 5
  6. 6. How we started§  Started small with one topic area§  Pilot training§  Tailor materials§  Train again§  Message again 6
  7. 7. Lesson #2Test, refine and test again 7
  8. 8. Lesson #3Find your advocates 8
  9. 9. Launch 9
  10. 10. Be ready! 10
  11. 11. Lesson # 4Money talks 11
  12. 12. Why should marketers care? 12
  13. 13. 57% 13
  14. 14. Customers’ progress through the purchase decision before engaging sales Customers are choosing to delay commercial conversations with suppliers 57% completeCustomer due Customer’s first seriousdiligence begins engagement with sales Purchase Source: 2011 Corporate Executive Board Customer Purchase Research Survey; CEB Research (n=1399) 14
  15. 15. 15
  16. 16. Lesson #4Marketing owns the message 16
  17. 17. "…the goal of collaboration is notcollaboration, it’s betterresults!” − Morten Hansen, management professor at University of California, Berkeley and at INSEAD, France 17
  18. 18. 18

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