Aligning Sales and Marketing
Ernst, Jeff. “B2B Sales and Marketing Alignment Starts with the Customer.”
Forrester Research, Inc. January 2011.
Rate the...
Mixed Messages = Mixed Results
Alignment of your Sales and Marketing Messages
Creates Bottom-Line Impact.
Without It, You’...
If sales and marketing can’t deliver a
CONSISTENT, VALUE-ORIENTED MESSAGE,
you’ve got a chain reaction of problems.
If mar...
Cause customers and prospects to lose trust in your
company.
Make it difficult for prospective customers to
understand how...
Messages that focus on features and functionality deny the customer a meaningful
dialogue that could lead to the purchase ...
A Value Framework is the Missing Piece of the Puzzle
Achieving Alignment
As a Result, You’ll See:
Improved Revenues and Margins:
Sales negotiations focused on value versus price
Superior Customer...
What’s Next?
 Creates Sales and Marketing Consistency
 Creates Tools Sellers Can Use, No Matter the Customer
 Creates t...
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Sales and Marketing Alignment

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Sales and marketing alignment is a key component to making any sales messaging initiative successful. It's also vital in creating an audible-ready sales team that can consistently hit their numbers. If you’re missing your revenue goals, an out-of-sync messaging platform may be the reason. Here are three key reasons you should focus on aligning your sales and marketing messages, and one tool that creates the consistency needed to drive results.

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Sales and Marketing Alignment

  1. 1. Aligning Sales and Marketing
  2. 2. Ernst, Jeff. “B2B Sales and Marketing Alignment Starts with the Customer.” Forrester Research, Inc. January 2011. Rate their current level of alignment between sales and marketing as average or lower Have departments that are closely aligned to capture sales insights from customers and prospects Are tightly aligned in developing marketing messages and value propositions Sales Leader Research
  3. 3. Mixed Messages = Mixed Results Alignment of your Sales and Marketing Messages Creates Bottom-Line Impact. Without It, You’ll Risk: • Missing Your Targets • Hurting Your ROI • Failing to Create A Competitive Advantage
  4. 4. If sales and marketing can’t deliver a CONSISTENT, VALUE-ORIENTED MESSAGE, you’ve got a chain reaction of problems. If marketing can’t deliver sales-ready content, their campaigns won’t generate qualified leads. Without sales ready content, the sales team can’t articulate value to customers. Shrinking Revenue
  5. 5. Cause customers and prospects to lose trust in your company. Make it difficult for prospective customers to understand how your product delivers value and solves their problems. Fail to provide a clear definition of how your solution addresses critical customer needs. As a result, customers may go elsewhere. Poor Customer Experience Conflicting Sales and Marketing Messages:
  6. 6. Messages that focus on features and functionality deny the customer a meaningful dialogue that could lead to the purchase of a value-added solution. When products and services are introduced by features and functions, rather than tying them directly to a customer need, sales conversations dwindle to the lowest common denominator, PRICE. Decreasing Margins
  7. 7. A Value Framework is the Missing Piece of the Puzzle Achieving Alignment
  8. 8. As a Result, You’ll See: Improved Revenues and Margins: Sales negotiations focused on value versus price Superior Customer Experiences: More qualified customers with longer retention Better Use of Business Resources: Greater efficiencies, lower costs and better business Implementing a Value Messaging Framework® will help align your sales and marketing messages and drive bottom-line impact. Value Messaging Framework®
  9. 9. What’s Next?  Creates Sales and Marketing Consistency  Creates Tools Sellers Can Use, No Matter the Customer  Creates the Alignment Needed to Reach Revenue Goals Learn How to Develop a Messaging Framework that: DOWNLOAD OUR WHITE PAPER

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