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Webinar: Aligning Marketing with Sales

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Webinar: Aligning Marketing with Sales

  1. 1. Presented By:Join the Conversation #MSWS16 ALIGNING MARKETING & SALES MARKETING SUCCESS WEBINAR SERIES
  2. 2. Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing while applying their insight and strategic guidance.
  3. 3. Join the Conversation #MSWS16 PODCAST STEVE ROBINSON Founder/CEO, Brilliant Metrics
  4. 4. Join the Conversation #MSWS16 THE LANDSCAPE HAS CHANGED •Sales is engaged later •Consumers demand a better experience •New tools require collaboration
  5. 5. Join the Conversation #MSWS16 SALES IS ENGAGED LATER Customers are choosing to delay commercial conversations with suppliers 57% Customer Due Diligence Begins Customer’s First Serious Engagement with Sales Purchase Source: CEB Customer Purchase Research Survey
  6. 6. Join the Conversation #MSWS16 CONSUMERS DEMAND BETTER Consumers demand a consistent, personalized experience. Their expectations have been set by Disney, Amazon and Apple, but must be fulfilled by you.
  7. 7. Join the Conversation #MSWS16 NEW TOOLS REQUIRE COLLABORATION •Marketing Automation •Real-Time Personalization •Account-Based Marketing (ABM)
  8. 8. Join the Conversation #MSWS16 THREE KEYS TO SALES & MARKETING BLISS 1.Personas 2.Customer Journeys 3.Reporting
  9. 9. Join the Conversation #MSWS16 WE’LL ALSO COVER 1. Lead Quality vs. Quantity 2. Marketing Automation 3. Account-Based Marketing (ABM) 4. Tips for Working with Sales
  10. 10. Join the Conversation #MSWS16 KEY #1: PERSONAS NAILING DOWN THE “WHO”
  11. 11. Join the Conversation #MSWS16 WHAT IS A PERSONA? •Fictitious person •Represents a larger audience •Allows for empathy and a deeper understanding MARKETING & SALES PERSONAS ANDREA Marketing Director Floors Unlimited “Keeping up is not enough - I need to be ahead of the curve.” BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the“why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows A DAY INTHE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality”leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy KEY BRAND AFFINITIES • Direction • Collaboration COMPANY PROFILE National floor covering distributor selling carpet, hardwood, ceramic and more
  12. 12. Join the Conversation #MSWS16 WHY INVOLVE SALES? •Co-Ownership •Insight •Deeper Understanding •Shared Vocabulary
  13. 13. Join the Conversation #MSWS16 PERSONA WORKING SESSION WITH SALES 1. Explain the objective 2. Start with a blank slate 3. Pick a name that is not a current customer 4. Avoid picturing one single customer 5. Keep on time & on track
  14. 14. Join the Conversation #MSWS16 VERIFY THE FINAL PERSONA Ask the sales team, “If this person approached you to do business, would anything smell off to you?”
  15. 15. Join the Conversation #MSWS16 DON’T LET PERSONAS COLLECT DUST Refer to a persona whenever possible while interacting with sales. Post personas in a conspicuous location
  16. 16. Join the Conversation #MSWS16 KEY #2: CUSTOMER JOURNEYS KEEPING THE PLAYERS ON CUE
  17. 17. Join the Conversation #MSWS16 WHAT IS A CUSTOMER JOURNEY? A customer journey is a story of the prospect as they move through the sales process, and ideally beyond. It begins before the prospect is aware of the brand, product or service and follows them through the sales funnel, documenting both their expectation and experience.
  18. 18. Join the Conversation #MSWS16 WHY INVOLVE SALES? • Co-Ownership • Coordination • Deeper Understanding • Shared Vocabulary • Shared Appreciation
  19. 19. Join the Conversation #MSWS16 CONDUCT TWO JOURNEY MAPPING SESSIONS Session 1 Document the sales process Session 2 Complete the Journey Map
  20. 20. Join the Conversation #MSWS16 SESSION 1: SALES PROCESS 1. Focus on at the account level 2. Remember: Sales’ job is to make deals close 3. Ask the sales team to tell a story 4. Identify the stages in their funnel/pipeline 5. Note which personas are involved 6. Ask about the persona’s state of mind at each stage 7. Find out when an account moves to the next stage
  21. 21. Join the Conversation #MSWS16 SESSION 2: JOURNEY MAPPING 1. Clearly lay out the objective 2. Walk in with a preliminary map 3. Include your marketing efforts as they exist today 4. Walk through each step in the journey
  22. 22. Join the Conversation #MSWS16 COLLABORATE ON THE PROSPECT’S EXPERIENCE The finished customer journey becomes the grounds for future collaboration.
  23. 23. Join the Conversation #MSWS16 KEY #3: REGULAR REPORTING SHOW ‘EM YOU GET RESULTS
  24. 24. Join the Conversation #MSWS16 WHY PRODUCE REPORTS FOR SALES? •Keeps sales informed •Reinforces shared vocabulary •Opportunity for feedback •Proves value
  25. 25. Join the Conversation #MSWS16 WHAT TO REPORT TO SALES 1. Where resources were allocated 2. Results of that investment 3. Status of database / audience growth 4. Insights from experiments
  26. 26. Join the Conversation #MSWS16 OTHER POINTS WHERE MARKETING AND SALES INTERSECT
  27. 27. Join the Conversation #MSWS16 THE BATTLE OF THE LEADS Focus on Quality Metrics are lackluster and sales complains they aren’t getting enough leads Focus on Quantity Metrics look good, but sales complains or stops following up on leads
  28. 28. Join the Conversation #MSWS16 DEFINING A SALES-READY LEAD Contact Sales Lead Contact MQL Sales Lead Contact MQL SAL Sales Lead Contact MQL SQL SAL Sales Lead
  29. 29. Join the Conversation #MSWS16 FEEDBACK ON LEAD QUALITY IS KEY Regular reporting on non-accepted leads is key to improving lead quality over time
  30. 30. Join the Conversation #MSWS16 MARKETING AUTOMATION •One Tool / Two Departments •Introduces Sales Earlier in The Process •Key to Success: Involve sales in implementation
  31. 31. Join the Conversation #MSWS16 ACCOUNT-BASED MARKETING • Marketing talks leads / Sales talks accounts • ABM pushes marketing further into the sales process • Introduces collaboration to land “big fish”
  32. 32. Join the Conversation #MSWS16 A FEW TIPS FOR THE ROAD • Honor the sales team’s time. Be prepared. • Remember: Sales closes deals, they don’t convert leads. Speak their language. • Tech is great, but must be layered on people (personas) and process (customer journeys)
  33. 33. Join the Conversation #MSWS16 QUESTIONS? @steverobinson steve.robinson@brilliantmetrics.com

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