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Integrating Sales & Marketing to
Gain Intelligence
Collaborating with Sales
Ellen Naylor: +1-303-838-4545
ellen@thebisourc...
Personality of Sales Reps
Highly Goal-
Oriented
Like to Keep
Score
Money
Oriented
High Need for
Recognition
Drivers –
Impa...
Gaining Cooperation With Sales
– Low Cost - Part of Sales
– Needs Assessment
– Treat with Respect
– Incentives
– No Corpor...
…Information from Sales…
• New Products & Services
• Changing Customer Needs
• Emerging Competitors
• Market Trends
• Prod...
What Sources/Processes Already Exist?
Sales Force
Automation
Win-Loss Reports Customer Satisfaction
Rumor Mill
Competitor ...
Why Win-Loss?
• Highest Value Research for Expended
Effort
• Most Accurate Measurement of Positioning
• Benefits Customer
...
Win-Loss: Ideally…
• Systematic, Planned Effort
• Phone Interview
• Conducted by Third Party
(internal or external)
• With...
- Sales Process
- Customer Relationship
- Positioning
- Distribution
- Company Image
- Financial Stability
- Reliability/Q...
Trade Shows:
Concentrated Intelligence
• Competitors
• Customers / Prospects
• Suppliers (yours and your competitor’s)
• S...
Thank You!
Ellen Naylor: +1-303-838-4545
ellen@thebisource.com
www.thebisource.com
http://cooperativeintelligenceblog.com
...
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Integrate sales and marketing sales collaboration nov 2011

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How to Collaborate with Sales to Capture Competitive and Customer Intelligence and more. This is part of a panel discussion from our SLA Competitive Intelligence Division's webinar on Integrating Sales & Marketing to Gain Intelligence given in Nov 2011.

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Integrate sales and marketing sales collaboration nov 2011

  1. 1. Integrating Sales & Marketing to Gain Intelligence Collaborating with Sales Ellen Naylor: +1-303-838-4545 ellen@thebisource.com www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcolorado
  2. 2. Personality of Sales Reps Highly Goal- Oriented Like to Keep Score Money Oriented High Need for Recognition Drivers – Impatient, Sometimes Aggressive What’s the Benefit? Strong Customer Identification Competitive Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  3. 3. Gaining Cooperation With Sales – Low Cost - Part of Sales – Needs Assessment – Treat with Respect – Incentives – No Corporate Fire drills – Easy Channels for Communication – Mutually Beneficial Relationship Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  4. 4. …Information from Sales… • New Products & Services • Changing Customer Needs • Emerging Competitors • Market Trends • Product Direction • Improved Technology Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  5. 5. What Sources/Processes Already Exist? Sales Force Automation Win-Loss Reports Customer Satisfaction Rumor Mill Competitor Materials Social Media Blogging Customer Loyalty Selling Guide Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  6. 6. Why Win-Loss? • Highest Value Research for Expended Effort • Most Accurate Measurement of Positioning • Benefits Customer • Exalts Vendor in Customer’s Eyes • Huge Data/Insight Mining Opportunity Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  7. 7. Win-Loss: Ideally… • Systematic, Planned Effort • Phone Interview • Conducted by Third Party (internal or external) • With Sales or by Sales Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  8. 8. - Sales Process - Customer Relationship - Positioning - Distribution - Company Image - Financial Stability - Reliability/Quality - Product Capabilities - Product Features - Technology - Price - Delivery/Implementation - Maintenance - Support - Training Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  9. 9. Trade Shows: Concentrated Intelligence • Competitors • Customers / Prospects • Suppliers (yours and your competitor’s) • Subcontractors • Vendors • Media • Industry/Financial analysts Nov 2011 ©Ellen D. Naylor, The Business Intelligence Source
  10. 10. Thank You! Ellen Naylor: +1-303-838-4545 ellen@thebisource.com www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcolorado References for Win/Loss Analysis: Win/Loss Review by Rick Marcet From a Good Sales Call to a Great Sales Call by Richard Schroder Articles from CI Magazine: http://www.thecisource.com/publications 1. Communicating Cooperatively: Trade Shows 2. Win/Loss Analysis: The Cooperative Angle 3. Increasing Sales Through Win/Loss Analysis 4. Capturing Competitive Intelligence Through Your Sales Force

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