1.
True Togetherness:
The Secret to a Successful Marriage
Between Sales and Marketing
Lee Levitt
Vice President, Strategic Accounts

2.
Sales and marketing can work
together in peace and harmony.

3.
Here’s the challenge…
Market Segmentation
Lead Generation
Discovery
Solution Creation
Account Management
Negotiation & Close
Cross-Sell/Up-Sell
Client
Opportunity
Prospect
Suspect

4.
It starts with lead generation
Marketing wants to know which vertical,
geography, or segment to target.

5.
Sales wants
to know if
the guy in
this office
has budget
and pain to
buy his
solution this
quarter.

6.
How do
you
bridge
the gap?

7.
The truth is…
You don’t have to.
You can and should do both.

8.
Gartner tells you software spending
is up 4.8% in 2010.
30,000 feet:

9.
CIO Insight tells you virtualization
is the largest spending category for
large enterprises.
30,000 feet:

10.
This is good, important
information.
But if you want to close
deals today, you need to
know more.

11.
You also need to know what’s
happening at the street level.

12.
Here’s an example:
Targeting a large market

13.
Situation: Company wanted to
target a large market, but 30,000-
and 15,000-feet views were too
broad; they weren’t sure where to
focus
Action: BAO surveyed 10,000
companies regarding IT initiatives
in the next 6 months:
• 91% of the initiatives uncovered
existed in 49% of companies
• 51% had fewer than three initiatives
• 31% had ZERO initiatives

14.
Why is this important?
• They needed to know their
market – who was buying their
solutions, who wasn’t
• They could point sales at
accounts that have the highest
probability of buying
• They learned that the right
market roadmap equals an
effective lead-gen strategy

15.
Let’s get more specific:
Targeting virtualization

16.
At street level, you can
see the segments that
should drive revenue
Segment #1
Already virtualized their desktops
Segment #2
Going to virtualize desktops
Segment #3
No plans to virtualize desktops

17.
Let’s put it in street-level terms:
BAO surveyed 500 companies…
• 230 of them have desktop virtualization
initiatives in the next 12 months, including:
– BB&T
– Bausch & Lomb
– Ball Corp.
– Banner Health
• 230 will not be doing desktop virtualization at all
• 40 of them have already “completely completed”

18.
Why is this important?
• Sales knew exactly which
companies to target
• Marketing knew exactly
which companies to
nurture
• Both sales and marketing
knew which companies to
avoid wasting time and
money on

19.
How do we know this…
Let’s step through the process
• Look at the total addressable market
– For virtualization example, we used enterprises with revenues >$750 million
• Develop business rules to identify a Buying Spectrum – ask:
– What are we trying to get to?
– Whom do we want to go after, and what do we need to know to go after them?
– Which companies have budget / initiatives in place to virtualize their desktops?
– Which companies haven’t virtualized their desktops but plan to?
– Who has already completed desktop virtualization?
– Which companies have no plans for desktop virtualization?

20.
Survey your targets
Create a survey based on micro-markets and start
calling targets.
CAUTION: It is critical that this is done by a vendor-
agnostic third party.

21.
Create an action plan…
Segment #2
Already virtualized their desktops
ACTION: Active lead generation and nurturing through appointment-setting.
Segment #1
Going to virtualize their desktops
ACTION: ATTACK, ATTACK, ATTACK! Hot opportunities immediately
flagged — high priority on appointment-setting.
Segment #3
No plans to virtualize desktops
ACTION: Low-cost nurturing campaigns
BAO typically sets appointments
with 70% of the green market and
50% of the yellow market within weeks.

22.
You can’t find buyers from
30,000 feet alone.
To know who’s buying now,
you also gotta hit the street.

23.
A happy sales and
marketing marriage…
• Means taking both perspectives –
30,000 feet and street level – into
account
• Requires that you map your market
the right way
• Gets you to exactly the companies
you want to target
• Drives pipeline – and revenue –
faster than you ever thought
possible

24.
Contact me.
781-323-7018| llevitt@baoinc.com