A step-by-step process to help align sales and marketing teams for double digit growth.

1. Bridging the Gap Between
Sales & Marketing for
Double-Digit Growth
Rosemarie Monaco
Janet Windeknecht
Nov 9, 2010
Copyright 2010 All rights reserved

2. 2
The Situation
 Over 80% struggle with lack of synergy
between sales and marketing
 Leads to lost revenue opportunities
Aberdeen Group, July 2009 Lead Lifecycle Management: Building a Pipeline that Never Leaks

3. 3
The Situation
 Over 80% struggle with lack of synergy
between sales and marketing
 Leads to lost revenue opportunities
 Leaks in pipeline
 Frustration builds
 Gap widens… and
 Competition gains!
Aberdeen Group, July 2009 Lead Lifecycle Management: Building a Pipeline that Never Leaks

4. 4
Aberdeen Group, January 2010
The 20%: Best in Class

5. 5
The Big Nut to Crack
Companies are investing
in software to help them
increase new customer
acquisition…

6. 6
Sales & Marketing

7. 7
Sales Says
 These leads s**k
 You don’t understand my
customer
 Prices are too high
 You just don’t get it

8. 8
Marketing Says
 You’re just an order taker
 You don’t understand
marketing
 You don’t see the bigger
picture
 You just don’t get it

9. 9
Sales & Marketing…
 Have meetings rather
than meet

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The Gap
 Marketing requests input
 Sales complains
 Marketing rejects input
 Sales ignores marketing

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Search for a Solution
 Analyze the Disconnect

12. 12
The Sales Disconnect
 The Objective
 Meet or exceed sales goals
 The Behavior
 Sell to a predisposed audience
 Do whatever it takes

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The Marketing Disconnect
 The Objective
 Influence buyers
• Branding and Awareness
• Lead generation
 The Behavior
 Be brilliant and creative

14. 14
Sales Responsibility
 Qualify prospects
 Listen to needs
 Develop relationships
 Face resistance
 Provide feedback to marketing
 Create or tap into urgency
 Close the sale

15. 15
Marketing Responsibility
 Bring products or services to market
 Develop a plan
 Develop key messaging
 Communicate messages to the market
• Global
• Targeted

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What Both Need: Best in Class
 Intelligence
 Material Difference
 Relationships
 Proof or Validity
 Sense of Urgency
 Deliverables
 Increase in sales!

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Material Difference: Key Qualities
 Resonates: emotional and rational
 Quantifiable: hard hitting
 Save time, money
 Eases pain, solves problems
 Improves the quality of life/work
 Goes beyond competitive advantage
 Causes a change in behavior

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Examples of Material Difference
 Cell phone vs. land line
 Email vs. postal mail
 I-pod vs. CD’s

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The Process: Step 1
 Gather Intelligence
 Research
 One-on-one
 Social Media
 Sales & Marketing Meet
 One-on-one

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One-on-One
 Buyer information
 Competitive information
 Product development
 Trends/Intelligence

21. 21
Develop Questions
 Arm sales force
 Initiates dialogue
 Shows interest
 Develops relationship

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Asking the Right Questions
 Perception
 Company/offering
 Competition
 Behavior
 Needs
 Current
 Future
 Wants
 Obstacles
 Implications of change

23. 23
Asking the Right Questions
 Perception
 Company/offering
 Competition
 Behavior
 Needs
 Current
 Future
 Wants
 Obstacles
 Implications of change

24. 24
Listen Well
 What piqued interest
 Listen for the pain
 Understand obstacles
 Need is not always
obvious

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The Process: Step 2
 Analyze data
 Brainstorm
 Involve all stakeholders
 Identify problems
 Areas for improvement

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Discover the Material
Difference

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Superior Storage
 Available intelligence
 Security
 Customer Service
 Online inventory

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Superior Storage
 Costing $2000/mo
 Online inventory
 Accessibility overpowering

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Superior Storage
 Material difference
 Save $1500/mo
 Have access within one hr
 Urgency
 Losing $1500/mo

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The Process: Step 3
 Proof and Credibility
 Customer Testimonials
 Case Studies
 Article Reprints

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The Process: Step 4
 Marketing Deliverables
 Relationship building
• Customers
• Prospects
• Public

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Marketing Deliverables
 Pave the way
 Make difference obvious
 Advertising, Direct marketing

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Marketing Deliverables
 Provide credibility
 Public Relations

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Marketing Deliverables
 Provide credibility
 Public Relations
 Case Studies
 Testimonials

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Marketing Deliverables
 Prepare sales presentation
 State material difference
 Provide proof—credibility
 Make it flexible, easy to customize

36. 36
Social Media
 A versatile real-time communication
tool to:
 Listen, engage, comment
 Poll, announcement, news
 Validate concepts, feedback
 Tools: TweetDeck, Hootsuite

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Marketing Deliverables
 Internal communications
 Everyone on the same page
 Keep sales force informed
 Motivate sales force
 Solicit feedback

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The Process: Step 5
 Sales Implementation
 Test & Refine

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Pulling It All Together
Goals Issues Path to
Goals
Material
Difference
Tools
Optimize space
Save money
Convenience
Lacks organization
No time
Needs access
Online
Inventory
Pickup/
delivery
Save $1500/mo
One-hour access
Free to
concentrate on
presentation
Presentation
Case Study

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Benefits for Sales
 Effective sales tools
 Focus on primary objective
 Results - Closing
 Focus on taking responsibility
 Trust Marketing

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Benefits for Marketing
 Get the right information
 Focus on primary objectives
 Influence buyers: brand, leads
 Trust Sales

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5 Steps for Closing the Gap
 1. Gather Intelligence
 2. Analyze & Brainstorm
 3. Proof & Credibility
 4. Marketing Deliverables
 5. Sales Implementation
 Test & Refine

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46. Closing the Gap Workshop
Rosemarie Monaco
Janet Windeknecht
inquiries@groupm.org
201.227.0747 x 207
www.groupm.org
http://twitter.com/jwindeknecht
www.linkedin.com/in/janetwindeknecht
www.linkedin.com/in/rosemariemonaco