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Sales and marketing alignment

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Sales enablement is one important component to better align quality content creation and providing relevant feedback between sales & marketing.

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Sales and marketing alignment

  1. 1. Inspiration and conversations that perspectives COMMERCIAL EXCELLENCE FORUM
  2. 2. 2 COMMERCIAL EXCELLENCE FORUM COPENHAGEN MALMO OSLO STOCKHOLM ZURICH MUNICH AARHUS EVENTS IN 2018-2019 1) B2B digital marketing (October 2018 & March 2019) 2) Six behavioural trends shaping 2019 (February 2019) 3) Global sales transformation (April 2019) 4) Sales Enablement – Aligning sales & marketing efforts (June 6, 2019) Next years program is in the making Do you have ideas for commercial themes or challenges? Share them with us!
  3. 3. 3 Unexplored potential in sales-marketing-alignment lies ahead Source: Pre-survey, ComEx-Forum, ICG How far is your organization in reaping the full potential of effective communication between your sales and marketing departments? How good are people in marketing to involve sales representatives in the development of new value propositions and other marketing material? To what degree are relevant sales and marketing personnel within your organisation able to effectively communicate your value proposition to customers and stakeholders at the right time? How advanced are you in your adoption of sales enablement tools in your organisation? To what extent is the collaboration between your marketing and sales departments determined by clearly defined structures and processes? 1 10 4.0 4.2 4.9 4.7 4.5 WHAT WE ASKED…. …WHAT YOU ANSWERED
  4. 4. 4 Sales enablement tools are seen as an opportunity, however, several barriers exist to reap the full potential Source: Pre-survey, ComEx-Forum, ICG On a scale from 1-10 how do you view sales enabling tools as an opportunity to improve your sales activities and generate a higher return? WHAT WE ASKED…. …BARRIERS IDENTIFIED 33% Budget 26% Knowledge 19% Competencies/Skills 15% Timing 15% Poor Value-to-impact 6.4
  5. 5. Christian Milner Nymand, Partner and Practice Lead, Commercial Excellence 6th of June 2019 WHY STRONGER SALES AND MARKETING ALIGNMENT MATTERS
  6. 6. 6 Three insights are important to understand why the integration of sales and marketing needs to change The average B2B buyer is 57% into their buying process before contacting suppliers 53% of the average B2B buyers’ decision to choose one supplier over alternatives has to do with the sales experience (which leaves 47% to brand, price, services, etc) In a typical B2B buying decision 6,8 stakeholders have been involved in making the decision
  7. 7. 7 THE AVERAGE B2B BUYER IS INTO THEIR BUYING PROCESS BEFORE CONTACTING SUPPLIERS Opportunities for sales & marketingImplications for sales It’s becoming increasingly difficult for sales to get early access to decision makers and position strong company differentiators 57% The power of procurement has increased and what is left to discuss is often service and price levels Difficult to proactively steer number of opportunities coming into the pipeline, as buyers have taken over the initiative to contact Build strong solution/value messaging content for the channels where your buyers research Use digital solutions to identify your prospects early in their (research) process Use tailored marketing/messaging content to increase your relevance in your buyers early stage process and get access to speak before competition Convert a fraction of your external sales force into an inside sales function tasked to create, nurture and qualify early stage opportunities
  8. 8. 8 IN A TYPICAL B2B BUYING DECISION STAKEHOLDERS HAVE BEEN INVOLVED IN MAKING THE DECISION 6,8 Opportunities for sales & marketingImplications for sales Almost impossible to meet and influence this amount of stakeholders Complex task to tailor your messages to resonate with everyone Use solution/value messaging content to influence different stakeholders where they do their research Improve and standardize stakeholder messaging and make it easily available to sales reps to share in sales interactions Convert a fraction of your external sales force into an inside sales function tasked to support stakeholder engagement on key opportunities
  9. 9. 9 OF THE AVERAGE B2B BUYERS DECISION TO CHOOSE ONE SUPPLIER OVER ALTERNATIVES HAS TO DO WITH THE SALES EXPERIENCE 53% Opportunities for sales & marketingImplications for sales It can no longer be up to the individual sales employee to determine what good looks like in customer interactions Most sales reps are predominantly taught to talk about products and price but customers value insights that teach them new things about their business Develop strong sales interaction playbooks that determine what great looks like and equip sales with tools to execute and marketing/managers with insights to follow up on quality and usage Marketing (and inside sales) to research and conceptualize relevant business insights into formats that can easily be communicated to customers by sales people (and omni channels)
  10. 10. 10 What does a good sales experience mean? Source: Corporate Executive Board IMPORTANCE OF SALES EXPERIENCE WHAT CUSTOMERS WANT FROM SELLERS 1 0 53% Being supported within the organisation Offering unique, valuable perspectives on customer’s business and/or market Helping customer navigate alternatives Helping customer avoid potential mistakes Teaching customer about unknown issues
  11. 11. SHARE insightful MESSAGES ON relevant CHANNELS to CREATE VALUE FOR BUYERS where they are in their DECISION MAKING PROCESS to drive better results The new imperative for marketing & sales 1 1
  12. 12. 12 Marketing and sales have an integrated role in delivering a world class end-to-end sales process experience • Share relevant commercial insights and reference stories that arouses your buyers interest • Qualify if your prospect buyer is committed • Gain permission to move forward • Diagnose and inspire on how to solve specific problems • Create a clear link between problem, solution and your capabilities and differentiators • Help customer specify solution • Clearly articulate the added value of your offering • Help customer navigate alternatives • Inspire customer to see new solution elements they have not yet considered • Create trust in your ability to deliver and create value • Support ROI / value calculations End-to-endbuyingprocess End-to-endsalesprocessexperience Online Offline Online Offline Online Offline Online Offline How can I further optimize my business? How do I solve my problem or achieve my goal? Who is best to deliver and help me achieve my goals? What is the best solution to solve my need?
  13. 13. 13 Sales enablement is one important component to better align quality content creation and providing relevant feedback between sales & marketing Generate sales cycle deliverables Conduct sales cycle Generate post sales call deliverables Conduct sales calls Pre-call planning New hire or new solution training Insights from user and buyer analytics Continuously improve content library Improve sales rep performance through fact based statistics and manager led coaching Build strong content library designed and structured to drive a world class buying process experience Make available for front line sales reps on easily accessible technology platform
  14. 14. 14 CREATING COMPELLING CONTENT SALES ENABLEMENT TOOLS The break-out sessions DELIVERING INSIGHTS & VALUE PROPOSITIONS
  15. 15. 15 COMMERCIAL EXCELLENCE FORUM COPENHAGEN MALMO OSLO STOCKHOLM ZURICH MUNICH AARHUS EVENTS IN 2018-2019 1) B2B digital marketing (October 2018 & March 2019) 2) Six behavioural trends shaping 2019 (February 2019) 3) Global sales transformation (April 2019) 4) Sales Enablement – Aligning sales & marketing efforts (June 6, 2019) Next years program is in the making Do you have ideas for commercial themes or challenges? Share them with us!
  16. 16. The growing GAP between Buyers and Sellers
  17. 17. Centre of Excellence vs Sales Enablement Centre Of Excellence Leadership Best Practices Research Support Training Sales Enablement AI/ML Powered Solutions Best Practice Sharing Insights Integrations Training → COMMON GOALS: Increase efficiency, reducing costs and aligning systems & teams for results & growth*
  18. 18. missed their individual sales targets in 2018 48% (Source: Miller Heiman) of sales people this was the 5th consecutive year of decline...
  19. 19. expect to miss their individual sales targets in 2019... 57% (Source: Salesforce: State of Sales Report) of sales people
  20. 20. The market has shifted 89% of consumers make buying decisions based on experience, ahead of price and product 6 years ago, that number was 12% - Forrester 2017
  21. 21. 82% of B2B buyers say they now expect the same buying experience as they get as a consumer - Salesforce: Connected Buyer Report B2C experiences are changing B2B expectations
  22. 22. are desperate for more relevant content 66% (Source: IDG) of buyers with 60% saying at times, they have too much content
  23. 23. Common challenges in both Sales and Marketing * (Source: SiriusDecissions)
  24. 24. Marketing engagement Marketing Automation Built for the marketer CRM Built for the manager System of Record Sales Enablement Built for the seller System of engagement AI A system of engagement, not system of record
  25. 25. Built for sales, loved by marketers, delighting buyers 27
  26. 26. of reps using a sales enablement tool report a higher close rate Bridge of marketing content goes unused by sales SiriusDecisions of a sales person’s time is spent actively selling CEB higher revenue attainment by those organisations with an end-end SE function CSO Insights What the Sales Enablement industry says 81% 70% 35% 8%
  27. 27. Increase in opportunity close rate Reduction in admin/prep time for sales - increasing active selling time Reduction in content created - saving marketing time and money Showpad clients - typical results 10% 17% 37% Reduction of ramp time for new reps 20%
  28. 28. Home page
  29. 29. Experiences
  30. 30. Working smart
  31. 31. Showpad Coach
  32. 32. PitchIQ

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