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2013 Achieving B2B Sales Effectiveness                                                                                                                                                                                                                                                                      Tim Ellis tellis@firstpartner.net
                                                                                                                                                                                                                                                                                                    www.firstpartner.net +44 (0)870 874 8700
                                                                                                                                                                                                                                                                                                                                                                                                 FirstPartner
                                            Optimise Sales                                                                                               Executive level sponsorship for initiatives                                 ORGANISATION                               Sales forecasting / analytics                                                                                                           Using Enabling
                                                                                                                                                         aimed at shortening the sales cycle
                                            Performance by:                                                                                                                                                                           ENABLEMENT                                                                                                                                                                        Technologies of:
                                            Source: Aberdeen Group Lead to                                                                               Replication of “A players” by identifying
                                            Win 2012 03/2012
                                                                                                                                                                                                                                                                                Sales performance management                                                                                                             Source: Aberdeen Group Lead to
                                                                                                                                                         and sharing their winning documentation                                                                                                                                                                                                                         Win 2012 03/2012

                                                                                                                                                         Performance analytics against agreed-to
                                                                                                                                                                                                                                                                                Central repository for sales proposals or contracts
                                                                                                                                                         objectives (metrics) are reviewed regularly
                                                                                                                                                                                                                                    OrganisationTraining &
                                                                                                                                                                                                                         Defined roles &
                                                                                                                                                         Defined metrics for analysing the sales                         reponsibilities                  development
                                                                                                                                                                                                                          Senior Management                Operations           Content management
                                                                                                                                                         productivity impact of changes in the sales cycle
                                                                                                 Laggard                  Industry           Best In                                                                      Finance                          HR, IT                                                                               Best In                  Industry                Laggard
                                                                                                                          Average            Class                                                                                                                                                                                              Class                    Average
                    SALES                                                                                                                                                                                                                                                                                                                                                                                                                                                   MARKETING
                                                                                                                                                                                              t
                                                                                                                                                                                           en
                                                                                                                                                                                       lem




                                                                                                                                                                                                                                                                                                    r
Best in Class performers achieve:                                                                                                                                                ab                                                                                                                                                                                                                              Sales / Marketing Mutual Goal Awareness:
                                                                                                                                                                              En




                                                                                                                                                                                                                                                                                                                           Ma sigh
                                                                                                                                                                            s
                                                                                                                                                                         ale




                                                                                                                                                                                                                                                                                                                            in
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                                                                                                                                                                                                                                                                                                  e
                                                                                                                           Best In                                                                                                                                                                                                                                              Best In




                                                                                                                                                                                                                                                                                                                                   cu teg
                                                                                                                           Class
                                                                                  of all sales reached their quota in
                                                                                                                                                                                                           s                                                                                                                                                                    Class

                                                                                                                                                                                                       fit                                                                                              K
 of all sales reached their quota in      average year on year increase in




                                                                                                                                                                                                                                                                                                                                     sto ie
                                                                                                                                                                                                                                                                                                                                                                                           of Marketing respondents had a              of Sales repondents had a strong             of all sales reached their quota in
                                                                                                                                                                                                                                                                                                     co ey
                                                                                  the previously measured year
                                                                                                                                                                                            ct ne
 the previously measured year             corporate revenues                                                                                                                                                                                                                                                                                                                                                                           understanding of Marketing goals
                                                                                                                                                                                                                                                                                                                                                                                           strong understanding of Sales goals                                                      the previously measured year




                                                                                                                                                                                                                                                                                                                                        m s
                                                                                                                                                                                          du be                                                                                                        m cu




                                                                                                                                                                                                                                                                                                                                         er
                                                                                                                                                                                        o                                                                                                               pe sto
                                                                                                                                                                                      Pr ge &
                                                                                                                           Industry
                                                                                                                           Average                                                                                                                                                                        tit m                                                                 Industry




                                                                                                                                                                                                                                                                n PY
                                                                                                                                                                                                                                                                                                             or er                                                              Average

                                                                                                                                                                                        led                                                                                                                    in &
                                                                                                                           Laggard                                                 n ow                                    Maximise both cutsomer conversion results &
                                                                                                                                                                                                                                                                                                                 sig
                                                                                                                                                                                                                                                                                                                     ht
                                                                                                                                                                               k                                                                                                                                                                                                Laggard




                                                                                                                                                                                                                                                              t
                                                                                                                                                                                                                             contact time through faster sales cycles.
                                                                                                                                                                                                                           Identify key drivers of results to monitor and
                                                                                                                                                                                                                              refine underlying processes & activities                                                                                                                       Source: Aberdeen Group Survey of 385 enterprises 10/2011

and share common characteristics:                                                                                                                                                                                                     within the organisation




                                                                                                                                                                                                               r CO
                                                                                                                                                                                                                                                                                                                                                                                                      Top 6 Key Challenges in B2B marketing success:
                                                                                                                                          Verticals




                                                                                                                                                                                                                                                                                                                                                 Strategic
                                                                                                                                                                                                                                                                                                                                                 Product
                                                                                                                                          Partner




                                                                                                                                                                                                            aION
   use a formal sales                        enoy executive level                    identify internal subject                                                                                            Target the right
                                                                                                                                                                                                                                                                      Target & penetrate the                                                                                                        Lack of resources              Lack of ability to          Limited ability to                Lack of sufficient




                                                                                                                                                                                                                                                                                                                                                                    Marketing
   methodology, preferably                   support for sales training              matter experts whose
                                                                                                                                                                                                       customers supported
                                                                                                                                                                                                                                         Sales
   supplied by an external                   initiatives                             expertise is available to                                                                                                                                                                                                                                                                                      in staffing,                   stop executing              develop content                   insight on target
                                                                                                                                                                                                                                                                       most promising and                                                                                                           budgeting or                   and think                                                     audience
   providor                                                                          members of the sales team
                                                                                                                                                                                                         by key customer &                                                                                                                                                                          time                           strategically
                                                                                                                                 Sales




                                                                                                                                                                                                                                                                      profitable markets and
                                                                                                                                                                                                             competitor
                                                                                                                                                                                                      information to be able
                                                                                                                                                                                                                                     Effectiveness                      sectors by aligning




                                                                                                                                                                                                           PAT
                                                                                                                                                                                                                                                                      messaging to capitalise
                                                                                                                                                                                                                                      Alignment
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Source: MarketingSherpa
                                                                                                                                                                                                         to deliver the best
 and focus on better conversations:                                                                                                                                                                                                                                      on both the value                                                                                                                                                                                      B2B Marketing Benchmark
                                                                                                                                          Key Account




                                                                                                                                                                                                        value proposition &                                                                                                                                                                                              Lack of                        Lack of reliable        Report 2012
                                                                                                                                                                                                                                                                          proposition and
                                                                                                                                                                                                       maximum RoI on the                                                                                                                                                                                                alignment                      data to drive
                                                                                                                                          Channel




                                                                                                                                                                                                                                                                           competitor’s




                                                                                                                                                                                                         t

                                                                                                                                                                                                                                                                                                                                                      Promotional
                                                                                                                                                                                                                                                                                                                                                                                                                         between sales &                decisions
                                                                                                                                                                                                           selling system                                                                                                                                                                                                marketing
                                                                                                                                                                                                                                                                            weaknesses

 Create more
 meaningful sales
                       Enhance sales
                       prospecting,
                                          Increase deal size
                                          and/or close ratio
                                                               Adopt better
                                                               understanding of
                                                                                  Standardise
                                                                                  messaging and
                                                                                                        Replicate “A
                                                                                                        Players” within
                                                                                                                                                                                                                                                                                                                                                                                           “Best in Class” deliver their Marketing Messages with:
                                                                                                                                                                                                                         Increase levels of customer satisfaction, repeat




                                                                                                                                                            s ALU
 conversations         nurturing,                              buyers’ changing   sales process         sales team
 that address          negotiating,                            behaviour
 buyer’s overall       closing and                                                                                                                                                                                       business & innovation through better customer
 business needs        executing skills                                                                                                                                                                                     insight, organisational focus and deeper                                                                                                            Best In
                                                                                                                                                                                                                                                                                                                                                                                Class
 Source: Aberdeen Group Survey of 310 enterprises 10/2012                                                                                                                                                                             customer relationships                                                                                                                                                                           average number of delivery tactics




                                                                                                                                                          r
                                                                                                                                                                                                                                                                                                                                                                                           of Marketing Budget allocated to                                                         tailoring content to profile of
                                                                                                                                                                                                                                                                                                                                                                                           Content Marketing                           used                                         decision maker
                                                                                                                                                                                                                                                                                                                l
                                                                                                                                                                                                                                                                                                              na g         es
Top 5 Key B2B Sales Leadership Challenges:                                                                                                                                                                                                                                                                 tio essa




                                                                                                                                                        i
                                                                                                                                                                                                                                                                                                                                                                                Industry
                                                                                                                                                                                                                                                                                                         o                                                                      Average
                                                                                                                                                                                           rel




                                                                                                                                                                                                                                                                                                     om ng M
                                                                                                                                                                                                  Cu nshi
                                                                                                                                                   Co




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                                                                                                                                                                                                    io
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                                                                                                                                                                                                                                                                                                       ke
                                                                                                                                                       m




                                                                                                                                                                                                                                                                                                    ar
                                                                                                                                                                                                                                                                                                                                                                                Laggard
                                                                                                                                                                                                        me sig
                                                                                                                                                        un pro




           Responding to                        Aligning the sales                  Responding to
                                                                                                                                                                                                                                 Achieve engagement of both




                                                                                                                                      F
                                                                                                                                                                                                                                                                                                  M
                                                                                                                                                                                                                          Payment




           pricing pressures                    process with                        pricing pressures
                                                                                                                                                                                                          r
                                                                                                                                                          ica po




           from competitors,                    customers’                          from competitors,
                                                                                                                                                                                                                               customer & non customer facing
                                                                                                                                                             tio sitio




           the market &                         decision making                     the market &
                                                                                                                                                                                                                                                                                                                                    ,
                                                                                                                                                                                                                               functions in the organisation on                                                                   ds ds                                                                                 to achieve the organisational goals of:
           customers                            behaviour                           customers
                                                                                                                                                                n o ns




                                                                                                                                                                                                               ht




                                                                                                                                                                                                                                  customer & market needs                                                                       ee tren
                                                                                                                                                                   fb




                                                                     Source: Frost & Sullivan Survey 2012
                                                                                                                                                                                                                                                                                                                             tn
                                                                                                                                        Buying                                                                                                                                                                             ke es &      Needs to
                                                                                                                                                                      es




                                                                                                                                                                                             V
                                                                     Global Sales Leadership Priorities -
                                                                                                                                                                                                                                                                                                                        ar ng
                                                                                                                                                                        t          va




                                                                     survey of 564 enterprises worldwide
                                                                                                                                      behaviour:                                                                                                                                                                       M le              satisfy:
                                                                                                                                                                                      lu




                                                                                                                                                                                           E
                                                                                                                                                                                                                                                                                                                                                                                                     Brand Awareness          Customer              Lead Generation         Customer Retention      Thought
                                                                                                                                                                                                                                                                                                                          al
            Streamlining the                    Integrating
                                                                                                                                                                                       e




            sales process                       win/loss analysis                                                                                                                                                                                                                                                                                                                                                             Acquisition                                   / Loyalty               Leadership
                                                with sales
                                                strategies                                                                                                                                                                                                                                                             ch
                                                                                                                    - control their                        - will find out 3
                                                                                                                    journey through the                    pieces of content                                                                                                                                                                  Sustainable
                                                                                                                    buying cycle much                                                                                                                                                                                                         quality levels                                                                                                                                          Sales
                                                                                                                                                           about a vendor for                                                                                                                                                                                                                                                      Engagement           Website Traffic       Lead
                                                                                                                    more than today’s                                                                                                                                                                                                                                                 Gaining
                                                                                                                                                                                                                                           Customer
                                                                                                                                                           every 1 piece that                                                                                                                                         Sustainable TCO                                                                                                                                         Management /
Prepared by                                                                                                         vendors control the                    marketing publish                                                                                                                                            reductions
                                                                                                                                                                                                                                                                                                                                                                                    competitive                                                                               Nuturing
                                                                                                                    selling cycle                                                                                                                                                                                                                                                   advantage


   FirstPartner
                                                                                                                                                           or sales deliver
                                                                                                                                                                                                                                                                                                                                                                                                                  Reduced risk                                               Source: Content Marketing Institute
                                                                                                                                                                                                                                                                                                                                                                                                                     in the                                                  B2B Content Marketing Worldwide
                                                                                                                                                                                                                                                                                           Social                                                                                                                 supply chain                                               Survey 2013
    call us on                                    find us at                                                                                                                                                                                                                            Responsibility
   +44 (0) 870 874 8700                           www.firstpartner.net
                                                                                                - might be anywhere                                                                - demands more                                     CUSTOMER &
Need Extra Copies?
t: +44 (0) 870 874 8700
f: +44 (0) 870 874 9888
                                                                                                from 2/3 to 90%
                                                                                                through their journey
                                                                                                                                                                                   personalised
                                                                                                                                                                                   attention                                           MARKETS                                                             Regulatory                                                                                                                     Improved
                                                                                                before they reach out                                                                                                                                                   Business Risk                                                                                                                                                      business
e: hello@firstpartner.net                                                                                                                                                                                                                                                                                Compliance risk                                                                        Innovation
                                                                                                to a vendor                                                                                                                                                             Minimisation                                                                                                                                                   sustainability &
                                                                                                                                                                                                                                                                                                            reduction
www.firstpartner.net                                                                                                                                                                                                                                                                                                                                                                                                                         risk
                                                                                                                                      Source: Forrester 10/2012                                                                                                                                                                         Source: FirstPartner

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FirstPartner Achieving B2B Sales Effectiveness Market Map 2013

  • 1. 2013 Achieving B2B Sales Effectiveness Tim Ellis tellis@firstpartner.net www.firstpartner.net +44 (0)870 874 8700 FirstPartner Optimise Sales Executive level sponsorship for initiatives ORGANISATION Sales forecasting / analytics Using Enabling aimed at shortening the sales cycle Performance by: ENABLEMENT Technologies of: Source: Aberdeen Group Lead to Replication of “A players” by identifying Win 2012 03/2012 Sales performance management Source: Aberdeen Group Lead to and sharing their winning documentation Win 2012 03/2012 Performance analytics against agreed-to Central repository for sales proposals or contracts objectives (metrics) are reviewed regularly OrganisationTraining & Defined roles & Defined metrics for analysing the sales reponsibilities development Senior Management Operations Content management productivity impact of changes in the sales cycle Laggard Industry Best In Finance HR, IT Best In Industry Laggard Average Class Class Average SALES MARKETING t en lem r Best in Class performers achieve: ab Sales / Marketing Mutual Goal Awareness: En Ma sigh s ale in rke t & S t & stra e Best In Best In cu teg Class of all sales reached their quota in s Class fit K of all sales reached their quota in average year on year increase in sto ie of Marketing respondents had a of Sales repondents had a strong of all sales reached their quota in co ey the previously measured year ct ne the previously measured year corporate revenues understanding of Marketing goals strong understanding of Sales goals the previously measured year m s du be m cu er o pe sto Pr ge & Industry Average tit m Industry n PY or er Average led in & Laggard n ow Maximise both cutsomer conversion results & sig ht k Laggard t contact time through faster sales cycles. Identify key drivers of results to monitor and refine underlying processes & activities Source: Aberdeen Group Survey of 385 enterprises 10/2011 and share common characteristics: within the organisation r CO Top 6 Key Challenges in B2B marketing success: Verticals Strategic Product Partner aION use a formal sales enoy executive level identify internal subject Target the right Target & penetrate the Lack of resources Lack of ability to Limited ability to Lack of sufficient Marketing methodology, preferably support for sales training matter experts whose customers supported Sales supplied by an external initiatives expertise is available to in staffing, stop executing develop content insight on target most promising and budgeting or and think audience providor members of the sales team by key customer & time strategically Sales profitable markets and competitor information to be able Effectiveness sectors by aligning PAT messaging to capitalise Alignment Source: MarketingSherpa to deliver the best and focus on better conversations: on both the value B2B Marketing Benchmark Key Account value proposition & Lack of Lack of reliable Report 2012 proposition and maximum RoI on the alignment data to drive Channel competitor’s t Promotional between sales & decisions selling system marketing weaknesses Create more meaningful sales Enhance sales prospecting, Increase deal size and/or close ratio Adopt better understanding of Standardise messaging and Replicate “A Players” within “Best in Class” deliver their Marketing Messages with: Increase levels of customer satisfaction, repeat s ALU conversations nurturing, buyers’ changing sales process sales team that address negotiating, behaviour buyer’s overall closing and business & innovation through better customer business needs executing skills insight, organisational focus and deeper Best In Class Source: Aberdeen Group Survey of 310 enterprises 10/2012 customer relationships average number of delivery tactics r of Marketing Budget allocated to tailoring content to profile of Content Marketing used decision maker l na g es Top 5 Key B2B Sales Leadership Challenges: tio essa i Industry o Average rel om ng M Cu nshi Co at Pr ti io m sto p in ke m ar Laggard me sig un pro Responding to Aligning the sales Responding to Achieve engagement of both F M Payment pricing pressures process with pricing pressures r ica po from competitors, customers’ from competitors, customer & non customer facing tio sitio the market & decision making the market & , functions in the organisation on ds ds to achieve the organisational goals of: customers behaviour customers n o ns ht customer & market needs ee tren fb Source: Frost & Sullivan Survey 2012 tn Buying ke es & Needs to es V Global Sales Leadership Priorities - ar ng t va survey of 564 enterprises worldwide behaviour: M le satisfy: lu E Brand Awareness Customer Lead Generation Customer Retention Thought al Streamlining the Integrating e sales process win/loss analysis Acquisition / Loyalty Leadership with sales strategies ch - control their - will find out 3 journey through the pieces of content Sustainable buying cycle much quality levels Sales about a vendor for Engagement Website Traffic Lead more than today’s Gaining Customer every 1 piece that Sustainable TCO Management / Prepared by vendors control the marketing publish reductions competitive Nuturing selling cycle advantage FirstPartner or sales deliver Reduced risk Source: Content Marketing Institute in the B2B Content Marketing Worldwide Social supply chain Survey 2013 call us on find us at Responsibility +44 (0) 870 874 8700 www.firstpartner.net - might be anywhere - demands more CUSTOMER & Need Extra Copies? t: +44 (0) 870 874 8700 f: +44 (0) 870 874 9888 from 2/3 to 90% through their journey personalised attention MARKETS Regulatory Improved before they reach out Business Risk business e: hello@firstpartner.net Compliance risk Innovation to a vendor Minimisation sustainability & reduction www.firstpartner.net risk Source: Forrester 10/2012 Source: FirstPartner