Brian Kavicky Sales and Marketing

1,564 views

Published on

Inbound marketing brings in leads. Leads that sales
says are not ready…yet. The leads are engaged, but
are they really qualified? Who is right, who is wrong and how do we make this process work better? Brian Kavicky, Vice-President at Lushin, Inc., discusses the ways to integrate
sales and marketing and what areas you need to focus on to make the efforts of both effective in your organization

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Brian Kavicky Sales and Marketing

  1. 1. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 SALES AND MARKETINGNOT ONE OR THE OTHER Brian Kavicky, Vice-President Lushin, Inc. #GoInboundMktg
  2. 2. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  3. 3. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  4. 4. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  5. 5. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  6. 6. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  7. 7. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  8. 8. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  9. 9. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  10. 10. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 GOOGL E:ROLE OF SALES AND MARKETING IN A BUSINESS
  11. 11. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 GOOGL E: GOAL OF MARKETING AND SALES
  12. 12. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 AND MAXIMIZE THE GROSS PROFIT OF A COMPANY TO INCREASE THE REVENUE
  13. 13. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  14. 14. @bkavicky SALES SAYS: Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 • “I have no idea what you are doing in marketing.” • “These leads are not the decision makers.” • “These leads are not ready to buy.” • “You are sending too many leads” • “You are not sending us enough leads” • “The marketing stuff does not match what we are saying.”• “Our clients are not buying for the reasons that you say they are.”
  15. 15. @bkavicky MARKETING SAYS: Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 • “Give us some credit for your big sale.” • “Why aren’t you using the content/presentation/collateral that we have given you?” • “You need to think like marketers not sales people.” • “Stop complaining about the lead quality, maybe you just can’t sell.”• “Sales isn’t following up on leads quickly when they are hot.”
  16. 16. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  17. 17. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 “(60-70%) OF BUYERS SAY THAT THEY ARE DONE WITH THE SALES PROCESSBEFORE THEY ENGAGE A SALES REPRESENTATIVE.”
  18. 18. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  19. 19. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  20. 20. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 “THE MORE CONTENT THEY CONSUME,THE BETTER QUALIFIED THAT THEY ARE.”
  21. 21. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  22. 22. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 “YOU WANT YOUR MARKETING TO BE DRIVEN BY THE VOICE OF THE CUSTOMERAND NOT BY THE VOICE OF YOUR COMPANY OR TEAM.”
  23. 23. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 YOUR WEB PAGE HERE
  24. 24. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 “PEOPLE HAVE TO LIKE YOU BEFORE THEY BUY YOU,SO WE NEED TO NURTURE THE LEADS.”
  25. 25. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  26. 26. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 “THE EARLIER THAT WE CAN GET THEM TO TRY THE (DEMO, PRODUCT, SERVICE),THE MORE EXCITED ABOUT IT THEY WILL BE.”
  27. 27. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  28. 28. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  29. 29. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  30. 30. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 THERE IS NO FORMAL, DOCUMENTED SALES PROCESSTHE SALES PROCESS DOES NOT INCLUDE ANY MARKETING/SALES TRIGGERS OR HANDOFFS
  31. 31. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 CREATE/DOCUMEN T YOUR SALES PROCESSAND INCLUDE MARKETING WITHIN THE STAGES
  32. 32. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 NOBODY KNOWSWHAT A QUALIFIED LEAD IS
  33. 33. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 THERE MUST BE A FORMAL, WRITTEN AGREEMENT IN PLACEABOUT WHAT A LEAD IS AND WHAT WILL BE DONE WITH IT
  34. 34. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 THE SALES PIPELINE MUST BE STAGED TO THE SALES PROCESSAND DIRECTLY CORRELATE TO HOW THE BUYER IS BUYING
  35. 35. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 SALES AND MARKETING DIFFER IN BOTH CULTURAL AND ECONOMIC VALUES
  36. 36. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 SALES/MARKETING DOES NOTUNDERSTAND WHAT THE OTHER IS ACTUALLY DOING
  37. 37. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
  38. 38. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 COMMUNICATION BETWEEN SALES AND MARKETING MUST BE STRUCTURAL WITHIN THE BUSINESS
  39. 39. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 UNDERSTAND AND UTILIZE MARKETING AND VICE VERSA SALES NEEDS TO
  40. 40. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 MESSAGI NGIS NOT ALIGNED
  41. 41. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200 MESSAGING MUST BE CONSISTENT • Problems first • Agitation of the problem second • Then solution, credibility, and trust building last

×