Plugging the Effectiveness Gap Between Sales and Marketing
1.
2. Rich Rudolph
EVP of Sales, MobilePaks
Prior: Sage Software, Keynote Systems and WebTrends
John Harrison
EVP Operations, Product & Client Experience at MobilePaks
Prior: Webtrends, Yesmail and Symantec
J&R
3. Lost sales
$$$ and
productivity
Marketing Automation Tools
Generate interest in a selling conversation
Customer Relationship Management (CRMs) Document selling conversations
Administer lead management process
Administer opportunity management process
Effectiveness Gap
No scalable support infrastructure
J&R
4. 1.66% of enterprises have more than 6 content repositories
2.Sellers waste 7 hours per week looking for information
3.60-70% of marketing content is never used by salespeople
4.Salespeople retain only 10% of training
5.Sales managers agree the #1 reason for not hitting quota is inability to articulate value
Customer Relationship Management (CRMs) Document selling conversations
Marketing Automation Tools
Generate interest in a selling conversation
Customer Relationship Management (CRMs) Document selling conversations
Effectiveness Gap
No scalable support infrastructure
Administer lead management process
Administer opportunity management process
J&R
5. CRM systems are “not helpful” in critical selling moments.
Only 33% of training is retained after 1 day.
60-70% of marketing content is not used by sales. Instead, they use their own PPT, documents, emails, strategies.
45% of Marketing and Sales Investment is Wasted
J&R
6. In 2014, 73% of B2B marketers are producing more content than they were a year ago.
—CMI/Marketing Profs 2014 B2B Content Marketing Report
7.
8. stops the effectiveness Gap
Sales Enablement Effectively delivering relevant content when needed
Marketing Enablement Developing more effective conversation content
Marketing Automation Tools
Generate interest in a selling conversation
Customer Relationship Management (CRMs) Document selling conversations
Administer lead management process
Administer opportunity management process
9. Smart, context-aware technology that recommends the most relevant content and support at the exact right time
Auto recommends relevant support by sales stage, prospect info, sales behavior and manager recommendations, etc.
J&R
10. Email and CRM vs. diverting attention and adding distractions
Why send them to another portal or LMS?
Feedback mechanisms to help inform managers
12. “The salesperson’s inability to communicate value during customer interactions is perceived as the greatest inhibitor to sales success.”
—SiriusDecisions
R
13. Support aids that help Sellers learn, retain and use information to drive better selling conversations
14. Push/pull
Fit into their daily activities
Short and engaging – five minutes or less
One interaction every 45 seconds
Space for reinforcement
Applying relevant knowledge directly after learning it boosts retention to
90%
17. •Modular and on-demand
•Auto recommended according to relevance
•Short, engaging and easy to digest.
•Available on any device
•Tracks feedback and usage to drive improvement
18.
19.
20. How useful is this to your selling activity?
Quick rating: 1-5 star after each asset use
Open text feedback for suggestions and comments
21.
22. Convert the 7 hours per week of searching to prospecting and selling time.
For every 50 Salespeople, that equates to 4 more sales reps.
R
23. Please let us know if you have any questions.
Sign up for the rest of the Super September Series at www.mobilepaks.com/SuperSeptember.
For more information, contact us at info@mobilepaks.com.
Editor's Notes
Amount of B2B content being produced now vs. 5 to 10 years ago
MobilePaks’ relevance engine™ coupled with deep expertise in the science of retention mobilizes sales to receive impactful information for decision-making at the moment it matters – to clients, prospects, and conversations.
The MobilePaks Relevance Engine™
+
deep expertise in the science of retention
=
impactful information for decision-making and selling conversations at the moment it matters
Playbooks: information-rich resources, but when they are massive presentations or PDFs—inconvenient to access and difficult to use/find relevant information.
Employees will start to look for their own solutions to getting their jobs done while being “mobile first,” which may not be up to snuff for the organization in terms of security standpoint or messaging quality.
Imagine how impactful it would be if your reps could access it on their mobile devices in their moment of need
