Integrated Sales and Marketing Excellence By: S. Joe Khoei Presenting for: SBA San Francisco  01-FEB-10
Agenda <ul><li>Enterprise components </li></ul><ul><li>Demand components </li></ul><ul><li>Integrating for excellence </li...
Enterprise make up <ul><li>Management and Finance </li></ul><ul><li>New Products (development, acquisition, R&D, etc…) </l...
Demand Management <ul><li>Demand plan (1 – 18+ months, $ and volume) </li></ul><ul><ul><li>Sales input </li></ul></ul><ul>...
Integrating Sales and Marketing using Customer Input <ul><li>Do sales and marketing see eye-to-eye? </li></ul><ul><ul><li>...
Integrating Sales and Marketing using Customer Input <ul><li>Can knowing the customer make a difference? </li></ul><ul><ul...
Science fiction or science fact? <ul><li>Next generation technology enables digital body language recognition </li></ul><u...
Who is doing this? <ul><li>Best-in-Class companies: </li></ul><ul><ul><li>90% improved annual revenue by an average of 59%...
How are they doing it? <ul><li>70% measure the number of qualified leads that are delivered from marketing to sales </li><...
What are the required actions? <ul><li>Engage in collaborative discussion between sales and marketing to develop a formal ...
About S. Joe Khoei <ul><li>12 years enterprise software sales and sales leadership </li></ul><ul><li>Formal education in I...
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Integrated Sales And Marketing Excellence

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Integrated Sales And Marketing Excellence

  1. 1. Integrated Sales and Marketing Excellence By: S. Joe Khoei Presenting for: SBA San Francisco 01-FEB-10
  2. 2. Agenda <ul><li>Enterprise components </li></ul><ul><li>Demand components </li></ul><ul><li>Integrating for excellence </li></ul><ul><li>Technology </li></ul><ul><li>Who, how, what </li></ul>
  3. 3. Enterprise make up <ul><li>Management and Finance </li></ul><ul><li>New Products (development, acquisition, R&D, etc…) </li></ul><ul><li>Supply (manufacturing or services) </li></ul><ul><li>Demand (everything customer facing) </li></ul>
  4. 4. Demand Management <ul><li>Demand plan (1 – 18+ months, $ and volume) </li></ul><ul><ul><li>Sales input </li></ul></ul><ul><ul><li>Business plan and strategy </li></ul></ul><ul><ul><li>Product/brand management input </li></ul></ul><ul><ul><li>Customer input </li></ul></ul><ul><ul><li>Statistical analysis </li></ul></ul><ul><ul><li>Marketing input </li></ul></ul>
  5. 5. Integrating Sales and Marketing using Customer Input <ul><li>Do sales and marketing see eye-to-eye? </li></ul><ul><ul><li>Marketing complaints about sales </li></ul></ul><ul><ul><li>Sales complaints about marketing </li></ul></ul><ul><ul><li>Who is right? </li></ul></ul><ul><ul><li>What’s the cause? </li></ul></ul>
  6. 6. Integrating Sales and Marketing using Customer Input <ul><li>Can knowing the customer make a difference? </li></ul><ul><ul><li>Target identification </li></ul></ul><ul><ul><li>Behavior profiling </li></ul></ul><ul><ul><li>Interest capture </li></ul></ul><ul><ul><li>Thought pattern recognition </li></ul></ul><ul><ul><li>Relevant messaging </li></ul></ul><ul><ul><li>Response dictated follow-up </li></ul></ul><ul><ul><li>Follow up timing </li></ul></ul><ul><ul><li>Interest nurturing </li></ul></ul>
  7. 7. Science fiction or science fact? <ul><li>Next generation technology enables digital body language recognition </li></ul><ul><ul><li>Marketo </li></ul></ul><ul><ul><li>Eloqua </li></ul></ul><ul><ul><li>Silverpop </li></ul></ul><ul><ul><li>Smartlead </li></ul></ul><ul><ul><li>Acton </li></ul></ul>
  8. 8. Who is doing this? <ul><li>Best-in-Class companies: </li></ul><ul><ul><li>90% improved annual revenue by an average of 59% from 2008 – 2009 </li></ul></ul><ul><ul><li>88% improved click-through rates on email marketing by an average of 23% </li></ul></ul><ul><ul><li>87% improved annual growth in customer acquisition revenue by an average of 51% </li></ul></ul><ul><ul><li>Source: Aberdeen Group Jan 2010 </li></ul></ul>
  9. 9. How are they doing it? <ul><li>70% measure the number of qualified leads that are delivered from marketing to sales </li></ul><ul><li>43% use customer behavior patterns to prioritize marketing campaigns </li></ul><ul><li>41% periodically update their customer database with information on buying behavior and recent interactions </li></ul><ul><ul><li>Source: Aberdeen Group Jan 2010 </li></ul></ul>
  10. 10. What are the required actions? <ul><li>Engage in collaborative discussion between sales and marketing to develop a formal definition for a “qualified lead” </li></ul><ul><li>Incorporate triggers in lead nurturing campaigns to entice prospects with new information and engage in active dialogue with prospects </li></ul><ul><li>Track lead to sales conversion rates: 86% of Best-in-Class improved lead to sales conversion over the last year, vs. 39% of all others (Industry average and laggards combined) </li></ul><ul><ul><li>Source: Aberdeen Group Jan 2010 </li></ul></ul>
  11. 11. About S. Joe Khoei <ul><li>12 years enterprise software sales and sales leadership </li></ul><ul><li>Formal education in Industrial Technology (B.S.) and Business Management (MBA) </li></ul><ul><li>Volunteer instructor at SF SBA since 2004 </li></ul><ul><li>Contact info: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>415-913-8523 phone </li></ul></ul><ul><ul><li>415-962-0676 fax </li></ul></ul>

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