Getting Marketing & Sales to Perform Well Together
Tim RiestererChief Strategy Officer Corporate Visions
Marketing and Sales Alignment…WE ALL WANT IT, RIGHT?
[Sales & Marketing] alignment is on the top ofevery CEO’s agenda.Source: Forbes, May 2011
Marketing and Sales Alignment…SO, HOW ARE WE DOING?
How Sales views Marketing
How Marketing views Sales
…only 8 percent of companies have achieved sales and marketing alignmentSource: Forrester Research
Marketing and Sales Alignment…WHAT’S THE PROBLEM?
…only 14 percent have actually defined the rulesof engagementSource: Forrester Research
“The average tenure of Senior-most Marketingand Sales Executives is around two years.”
Marketing and Sales Alignment…SO, WHY DO WE NEED IT?
I2Y
Marketing and Sales Alignmentis key to Execution
WHAT WILL IT TAKE?How do you get Marketing and Sales    to perform well together?
It takes someone with a vision to be different
360 o   View   CMO                      CSO  S ales ent               General                          ManagemEna blem    ...
Marketing and Sales Alignment…HOW’S THIS CONFERENCE     DIFFERENT?
Step back from all the noise
Sales &L       W T         Marketing                    AlignmentO   L       F   !     GameP   D QS           A   SE   O  ...
Eloqua                  Marketo          Hubspot         op       G eniusSil verP              Hoover’s In side View      ...
Where’s the soul?
Get customers to choose you
Marketing and Sales Alignment…  HOW DO YOU GET   CUSTOMERS TO    CHOOSE YOU?
You seek the answer…
Customers care about themselves
Establishing a Buying Vision              65 %                               35 %             Buying Vision               ...
How do you create a buying vision?Buying             ?       Vision
Do you have a music problem?
I don’t have a music problem!
Maybe a 10 CD changer?
1000 songs in your pocket
…I DID HAVE A MUSIC PROBLEM!
Marketing and Sales Alignment… WHAT DO YOU NEED TO DO DIFFERENT?
Inhibitors to Achieving Quota                                                             24.3           26               ...
Establishing a Buying Vision              65 %                               35 %             Buying Vision               ...
Customer Conversation Continuum  -3              -2         -1        +1            +2             +3Status Quo    Identif...
A customer conversation system is needed            Customer Conversations     Messages        Tools           Skills     ...
YOUR THREE QUESTIONS1)  How must our messages be different?  You will see how…2)  How must our tools be different?  You wi...
Get customers to choose you
Presentation Summaries,   Slide Downloads, Videos, Photoswww.Conference.CorporateVisions.com              Getting Marketin...
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
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Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions

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Tim Riesterer challenges Sales and Marketing leaders to be the catalysts of change in their organizations and explains how a company should change their message to go from "I" to "Y" (I2Y).
Watch video of this presentation: http://conference.corporatevisions.com/welcome-and-opening-remarks/

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Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions

  1. 1. Getting Marketing & Sales to Perform Well Together
  2. 2. Tim RiestererChief Strategy Officer Corporate Visions
  3. 3. Marketing and Sales Alignment…WE ALL WANT IT, RIGHT?
  4. 4. [Sales & Marketing] alignment is on the top ofevery CEO’s agenda.Source: Forbes, May 2011
  5. 5. Marketing and Sales Alignment…SO, HOW ARE WE DOING?
  6. 6. How Sales views Marketing
  7. 7. How Marketing views Sales
  8. 8. …only 8 percent of companies have achieved sales and marketing alignmentSource: Forrester Research
  9. 9. Marketing and Sales Alignment…WHAT’S THE PROBLEM?
  10. 10. …only 14 percent have actually defined the rulesof engagementSource: Forrester Research
  11. 11. “The average tenure of Senior-most Marketingand Sales Executives is around two years.”
  12. 12. Marketing and Sales Alignment…SO, WHY DO WE NEED IT?
  13. 13. I2Y
  14. 14. Marketing and Sales Alignmentis key to Execution
  15. 15. WHAT WILL IT TAKE?How do you get Marketing and Sales to perform well together?
  16. 16. It takes someone with a vision to be different
  17. 17. 360 o View CMO CSO S ales ent General ManagemEna blem ent
  18. 18. Marketing and Sales Alignment…HOW’S THIS CONFERENCE DIFFERENT?
  19. 19. Step back from all the noise
  20. 20. Sales &L W T Marketing AlignmentO L F ! GameP D QS A SE O A S Q PS L S AL A L M Q L
  21. 21. Eloqua Marketo Hubspot op G eniusSil verP Hoover’s In side View SAVO Brainshark S alesforce
  22. 22. Where’s the soul?
  23. 23. Get customers to choose you
  24. 24. Marketing and Sales Alignment… HOW DO YOU GET CUSTOMERS TO CHOOSE YOU?
  25. 25. You seek the answer…
  26. 26. Customers care about themselves
  27. 27. Establishing a Buying Vision 65 % 35 % Buying Vision Bake-Off -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision “Why Change?” “Why Us” Your Desired Outcomes Why our offerings are at-risk and here’s are better than how you can fix that the competition BRING MONEY IN TAKE MONEY OUT
  28. 28. How do you create a buying vision?Buying ? Vision
  29. 29. Do you have a music problem?
  30. 30. I don’t have a music problem!
  31. 31. Maybe a 10 CD changer?
  32. 32. 1000 songs in your pocket
  33. 33. …I DID HAVE A MUSIC PROBLEM!
  34. 34. Marketing and Sales Alignment… WHAT DO YOU NEED TO DO DIFFERENT?
  35. 35. Inhibitors to Achieving Quota 24.3 26 21.4 16 13.3 Insufficient Poor Sales Too Many Information Inability to Leads Skills Products to Gap Communicate Know (Industry, Value Messages Solution, Etc.)Source: SiriusDecisions PMM Survey
  36. 36. Establishing a Buying Vision 65 % 35 % Buying Vision Bake-Off -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision “Why Change?” “Why Us” Your Desired Outcomes Why our offerings are at-risk and here’s are better than how you can fix that the competition BRING MONEY IN TAKE MONEY OUT
  37. 37. Customer Conversation Continuum -3 -2 -1 +1 +2 +3Status Quo Identify Define Identify Review MakeThreatened New Needs Solution Viable Vendors Approaches Decision Create a Buying Vision Differentiate Your Solution MARKETING SALES
  38. 38. A customer conversation system is needed Customer Conversations Messages Tools Skills DEVELOP DEPLOY DELIVER Messages Tools that Conversations that Matter Get Used that WinMARKETING SALES Integrated Approach
  39. 39. YOUR THREE QUESTIONS1)  How must our messages be different? You will see how…2)  How must our tools be different? You will learn how…3)  How must our skills be different? Walk away with ability to…
  40. 40. Get customers to choose you
  41. 41. Presentation Summaries, Slide Downloads, Videos, Photoswww.Conference.CorporateVisions.com Getting Marketing & Sales to Perform Well Together

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