Sales & Marketing Alignment presented by Debbie Williams at TFM London 2010


Published on

Take away Top Tips on how to align Sales and Marketing for Success

  • Be the first to comment

Sales & Marketing Alignment presented by Debbie Williams at TFM London 2010

  1. 1. Debbie Williams Head of Lead Generation Chair of the IDM B2B Council The Sales & Marketing Disconnect 7 Top Tips to Successful Alignment!
  2. 2. Why are sales & marketing important to each other? Marketing to Sales: Brand Communications Lead Generation Reasons to Call Sales Tools Events, Seminars etc Market/Competitor /Customer Intelligence Sales to Marketing: Lead Qualification & Sales Closure brand Ambassadors Customer Insight Market / Competitor Intelligence Value Proposition input & validation Commercial Offer input
  3. 3. Sales Strategy & Plans Business Strategy & Plans Marketing Strategy & Plans Metrics Dashboards Sales Closure Lead Pipeline Management Branding & Customer Engagement Lead Generation Marketing Salesforce Effectiveness What are the elements for success?
  4. 4. BUT – it is not easy! Sales do not follow up on marketing leads They spend lots of money They waste valuable time & is secondary to Sales We bring in the business Brochures & colourful charts Sales claim all the success Sales claim they can do marketing as well Sales do not understand the value of brand Poor quality leads Marketing is a distinct profession
  5. 5. <ul><li>Be heard at Board Level … </li></ul><ul><ul><li>...earn your seat at the table! </li></ul></ul><ul><ul><li>Internal Influencer Marketing Tactics </li></ul></ul><ul><ul><li>Internal Marketing Programmes </li></ul></ul><ul><ul><li>Internal/External Marketing Campaigns </li></ul></ul>
  6. 6. Closing the Loop Value Proposition Commercial Offer Dev. Campaign Planning Creative & message across media pieces Evaluation & Testing Production & Execution Reporting & Analytics Response Generation & Lead Qualification Lead Follow-Up & Sales Sales Input: Competitive Intelligence; Target audience; Geography; Customer pain points; Compelling commercial offer Sales Input: Cross check & endorsement Sales: Revenue & Feedback Conducted at a core & regional level Sales: Lead Follow Up Key Sales Tools Developed
  7. 7. Sales Enablement Tools Blended Knowledge Training Success Stories Sales Kits <ul><li>Business Intelligence </li></ul><ul><li>Customer Presentations </li></ul><ul><li>Sales Guides </li></ul><ul><li>Customer Proof Points </li></ul><ul><li>Sales Training Curriculum </li></ul><ul><li>TM Packaged Campaign </li></ul><ul><li>Sales Agents Packages </li></ul>
  8. 8. <ul><ul><li>A lead is a pre-qualified Sales Opportunity that: </li></ul></ul><ul><ul><li>B udget – visible or planned </li></ul></ul><ul><ul><li>A uthority </li></ul></ul><ul><ul><li>N eed </li></ul></ul><ul><ul><li>T imescale </li></ul></ul><ul><ul><li>A lead is NOT : </li></ul></ul><ul><ul><li>A response to a campaign or request for further info </li></ul></ul><ul><ul><li>A project with neither budget or time scale </li></ul></ul><ul><ul><li>An expressed interest </li></ul></ul><ul><ul><li>Agree Success Targets </li></ul></ul>
  9. 9. Priority: hot Budget: >$ XX,000 Priority: hot Budget: <$ XX,000 Named, strategic, accounts Priority: viable Budget : >$ XX,000 Priority: viable Budget: <$ XX,000 Direct Sales Channel Partners Priority: future Lead Nurture
  10. 10. <ul><li>Time=Money </li></ul><ul><li>Reasons to Call/Hook </li></ul><ul><li>Sales Targets (Mthly/Qrtly) </li></ul><ul><li>Propensity to Close </li></ul><ul><li>Sales Pipeline/Forecast </li></ul><ul><li>Profit Margin </li></ul><ul><li>Bonus & Kickers </li></ul><ul><li>ROI etc etc </li></ul>Campaign planning Creatives & Copy Value Propositions Calls to Action / Assets Multi-Channel Campaigns Micro-sites Opens; CTRs; downloads; Form conversions etc etc Sales Marketing
  11. 11. Accountable Marketing
  12. 12. Marketing lead to sale conversion rates & trends % Leads not actioned / rejected by sales % Leads turned into opportunities by sales Potential revenue pipeline Revenue closed Return on Marketing Investment (RoMI) i.e. mktg spend vs revenue ratio Don’t forget to track other interesting metrics!
  13. 13. Business Financial Controlling Financial Analysis on countries, products, margins, prices System set up of Marketing promotions RoMI view Budget allocations! Data Processing Set up Databases Hosting Software & System System integration System admin & support Security Sales Plans Market feedback Brand Ambassador Campaign promotion Campaign feedback Lead conversion & opportunity Lead follow up and reporting Development and implementation of marketing strategies Target group segmentation Contact programmes for prospects and customers Channel design and management Marketing and sales controlling Working Together Sales Finance Marketing IT
  14. 14. [email_address] Thank You