Getting Marketing & Sales to Perform Well Together
Erik PetersonSVP Strategic Consulting   Corporate Visions
MESSAGES MATTER
Malcolm Gladwell
Scientist for Tipping Point     Morton M. Grodzins
Scientist for Deliberate Practice      Dr. K. Anders Ericsson
Malcolm Gladwell
Great Messaging is an Act of Leadership
Ask not what your country  can do for you…but what you can do  for your country
We do this   not because it is easy, but…because it’s hard!
Why is Messaging an Act of Leadership?    MESSAGING CREATES         TRIBES
Messaging Also Creates Resistance
TOP 3 CAUSES OF RESISTANCE     Status Quo Bias     Mis-Aligned Incentives     Lack of Belief in the Message
Why Should They Care?
Use Contrast     VS
Join the tribeUse a Member of Their Tribe to Sell It
TOP 3 CAUSES OF RESISTANCE     Status Quo Bias     Misaligned Incentives     Lack of Belief in the Message
Never Fight a Commission Plan                   Sales reps are                   coin-operated
Commission Isn’t the Only Incentive
INCENTIVES   TELL A   STORY
TOP 3 CAUSES OF RESISTANCE     Status Quo Bias     Misaligned Incentives     Lack of Belief in the Message
Dismissed at a Glance
Beware of Help
TOP 3 CAUSES OF RESISTANCE     Status Quo Bias     Misaligned Incentives     Lack of Belief in the Message
MESSAGES MATTER
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
Marketing & Sales Alignment, Erik Peterson, Corporate Visions
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Marketing & Sales Alignment, Erik Peterson, Corporate Visions

  1. 1. Getting Marketing & Sales to Perform Well Together
  2. 2. Erik PetersonSVP Strategic Consulting Corporate Visions
  3. 3. MESSAGES MATTER
  4. 4. Malcolm Gladwell
  5. 5. Scientist for Tipping Point Morton M. Grodzins
  6. 6. Scientist for Deliberate Practice Dr. K. Anders Ericsson
  7. 7. Malcolm Gladwell
  8. 8. Great Messaging is an Act of Leadership
  9. 9. Ask not what your country can do for you…but what you can do for your country
  10. 10. We do this not because it is easy, but…because it’s hard!
  11. 11. Why is Messaging an Act of Leadership? MESSAGING CREATES TRIBES
  12. 12. Messaging Also Creates Resistance
  13. 13. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Mis-Aligned Incentives   Lack of Belief in the Message
  14. 14. Why Should They Care?
  15. 15. Use Contrast VS
  16. 16. Join the tribeUse a Member of Their Tribe to Sell It
  17. 17. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Misaligned Incentives   Lack of Belief in the Message
  18. 18. Never Fight a Commission Plan Sales reps are coin-operated
  19. 19. Commission Isn’t the Only Incentive
  20. 20. INCENTIVES TELL A STORY
  21. 21. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Misaligned Incentives   Lack of Belief in the Message
  22. 22. Dismissed at a Glance
  23. 23. Beware of Help
  24. 24. TOP 3 CAUSES OF RESISTANCE   Status Quo Bias   Misaligned Incentives   Lack of Belief in the Message
  25. 25. MESSAGES MATTER

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