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
The Sales Rep is seen as a Caveman by many Marketers, because the lack of strategic thinking and understanding of brand and brand positioning.
The Marketer is either seen as a resource who should focus on assisting the sales reps. The reps don’t see the value delivered by Marketers, not even when it makes the sales process much easier.
We speak different languages, we communicate in different ways. We have been speaking about Alignment for some time now, but we are still very much (un)Aligned.
The purpose of the prospector is to create high-quality calling lists for the Hunters in the following step of the chain.
Although it may seem like a trivial role, up to 50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and looking at old CRM records to determine if it is OK to call them or if they are already engaged with someone in our company.
Rather than having your most expensive salespeople do this kind of work, which is both expensive and decreases their momentum, it is more efficient to have specialized prospectors do it. In addition, this role typically requires a more analytical mindset, which is not the same as the ideal salesperson’s mindset.
Contrary to what many say, cold calling is not dead. Traditional cold calling may be, but cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.
The Unified Business Model Structsales
The Unified Business Model
The future of Sales and Marketing
Value Based Selling
HubSpot Gold Partner
1. Sales & Marketing Alignment Today
2. What is The Unified Business Model?
3. Best Practice Implementation
2 What is The Unified
1. One Organization
2. One Process
3. One Set Of Highly Relevant KPI:s
The pillars of The Unified Business Model
• 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
• Call the people in the list
he/she receives from the
• Team up with marketing for
• 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
• Convince, Inspire, Negotiate
• Be picky!
Your Closers should ignore leads
who are NOT able to buy.
• Reach Out
• Attract Visitors
• Blog, Social
Convert to Marketing
• Conversion Campaigns ML
• Insight Focused Content
• Bridge Into Sales
“The Campaign Managers work with the
Online Broadcasters and Email
Convert to Sales
• Convert Into Sales Lead
• Ascension Campaigns
• Sales Offers
“Tripwires are normally used to ascend a
Marketing Lead into a Sales Lead”
• Convert Into Marketing Lead
• Focus On Existing Leads
“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”
The Unified Business
• A place for
• Natural flows
• 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
Failing to define and find consensus
around a clear long- term vision and goal
Failing to implement model because due to
the lack of best practices around each
specific step along the road
Failing to implement due to lack of
resources to actually perform the change.
Implementation is time-consuming, and
requires taking resources away from the
So how do we get to the
So how do we get to the
• 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