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The Unified Business Model Structsales


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We believe that we have a challenge in front of us - to integrate the leads we have generated and converting them to closed deals. As Sales and Marketing is aligning more and more, I still wonder - do we speak different languages. Are we from different planets?

The business world of today is all about Big Data, Inbound vs Outbound, and Sales vs Marketing. This is making it really tough for organizations to drive sales in complex B2B environments.

The successful companies today and in the future focus on three pillars:

1. ONE organization (not two or more)
2. ONE Process (one process for Sales AND Marketing)
3. ONE set of well thought through and fully measurable KPIs

Published in: Marketing
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The Unified Business Model Structsales

  1. 1. INBOUND15 The Unified Business Model The future of Sales and Marketing Oliver Lopez CEO, Structsales @oliverlopez
  2. 2. Structsales Value Based Selling Inbound Marketing HubSpot Gold Partner
  3. 3. 1. Sales & Marketing Alignment Today 2. What is The Unified Business Model? 3. Best Practice Implementation
  4. 4. INBOUND15 1 Sales and Marketing Alignment
  5. 5. INBOUND15 This is me …as perceived by Marketers.
  6. 6. INBOUND15 • Not understanding the value of brand and marketing • Too much product and focus on selling • Caveman The Sales Rep Traits
  7. 7. INBOUND15 This is you …in the eyes of the Sales Team.
  8. 8. INBOUND15 • Naïve and doesn’t understand sales • Main task is to assist and do as told • Up in the clouds The Marketers Traits
  9. 9. INBOUND15 ALIGNMENT? So, where are we really today?
  10. 10. #INBOUND15 50% of sales time is wasted on unproductive prospecting 101 B2B Marketing and Sales Tips from The B2B Lead
  11. 11. #INBOUND15 24% Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertise Corporate Visions
  12. 12. #INBOUND15 60-70% of B2B content created is never used. Most cited reason why is because the topic is irrelevant to the buyer audience. Content Marketing Institute
  13. 13. #INBOUND15 79% of marketing leads never convert into sales HubSpot
  14. 14. INBOUND15 Alignment
  15. 15. INBOUND15 How can we go from here…
  16. 16. INBOUND15 … to here?
  17. 17. INBOUND15 2 What is The Unified Business Model?
  18. 18. INBOUND15 1. One Organization 2. One Process 3. One Set Of Highly Relevant KPI:s The pillars of The Unified Business Model Caps/Hats
  19. 19. INBOUND15 Prospecting • Create High Quality Call Lists • Junior Role • Analytical mindset 50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and if they are a good fit
  20. 20. INBOUND15 Hunting • Call the people in the list he/she receives from the prospectors • Team up with marketing for campaigns • Emailing and Cold Calling Cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.
  21. 21. INBOUND15 Closing • Convince, Inspire, Negotiate and Win • Qualify! • Be picky! Your Closers should ignore leads who are NOT able to buy.
  22. 22. INBOUND15 Attracting • Reach Out • Attract Visitors • Blog, Social
  23. 23. INBOUND15 Convert to Marketing Lead • Conversion Campaigns ML • Insight Focused Content • Bridge Into Sales “The Campaign Managers work with the Online Broadcasters and Email Broadcasters”
  24. 24. INBOUND15 Convert to Sales Lead • Convert Into Sales Lead • Ascension Campaigns • Sales Offers “Tripwires are normally used to ascend a Marketing Lead into a Sales Lead”
  25. 25. INBOUND15 Nurturing • Convert Into Marketing Lead • Focus On Existing Leads • Educate “Each time the Campaign Manager creates a conversion campaign, the Email Broadcaster will be able to re- convert a portion of the Nurturing Leads, who are now more educated”
  26. 26. INBOUND15 The Unified Business Model • A place for every lead • Natural flows • Logical overview
  27. 27. INBOUND15 3 Best Practice Implementation
  28. 28. INBOUND15 • 2-3 years to implement the whole model • Heavy focus on documentation • Most clients start with one or two modules before moving to the next one Implementation Of Model
  29. 29. INBOUND15 Strategic Failure Challenges when implementing Failing to define and find consensus around a clear long- term vision and goal
  30. 30. INBOUND15 Execution Failure Challenges when implementing Failing to implement model because due to the lack of best practices around each specific step along the road
  31. 31. INBOUND15 Resource Failure Challenges when implementing Failing to implement due to lack of resources to actually perform the change. Implementation is time-consuming, and requires taking resources away from the day-to-day operations.
  32. 32. INBOUND15 So how do we get to the next level? Don’t fight!
  33. 33. INBOUND15 So how do we get to the next level? Baby steps
  34. 34. INBOUND15 • Build the Organization – The Process – and The KPI:s • Focus on documenting and automating everything! • Leads are worthless if they never close • If you don’t understand and focus on sales, you’re missing 50% Key Takeaways