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Rebooting Sales and Marketing

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Our July 2018 speaker was Owen Scott, managing director of Concentrate. He presented a compelling case for changing the way we think about sales and marketing as New Zealand software companies. This is built on insights from the NZTE sponsored Market Measures survey, which benchmarks Kiwi tech sales and marketing against US figures. He also offered several case studies of local tech exporters who have rebooted their approach to selling their innovations.

Owen has extensive experience in the New Zealand technology industry, in technical, sales and marketing roles. He is on the board of the New Zealand Hi-Tech Trust (responsible for the NZ Hi-Tech Awards) and previously on the board of the New Zealand Software Association, Canterbury Tech and Enable Services, the company responsible for building an ultra-fast broadband (UFB) network for Christchurch. Owen is a member of the New Zealand Institute of Management and a Chartered Member of the New Zealand Institute of Directors. He is the managing director of Concentrate, a consulting firm that helps technology companies throughout New Zealand grow their leads and sales.

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Rebooting Sales and Marketing

  1. 1. Rebooting Sales and Marketing Owen Scott, Managing Director, Concentrate owen@concentrate.co.nz July 2018
  2. 2. What is “Concentrating”? Helping New Zealand’s smartest technology firms find and grow markets for their products “If you have the courage to focus, we have the tools and experience to help you realise the potential of your innovation”
  3. 3. How we help grow ‘Tall Poppies’ • Lead generation services • Sales enablement services • Strategic marketing advice
  4. 4. Each month we • Help 20+ Kiwi tech software companies (B2B) • Achieve 3,364 web visits (June avg.) • To generate 119 sales leads (June avg.) • 4% visitor to lead conversion • Industry avg. from MIT report is 1%-3%
  5. 5. Primary lead source A lack of lead generation support to Kiwi sales people
  6. 6. Marketing expenditure 40% of marketing spend on industry events and websites
  7. 7. Top challenge in managing sales teams Great sales people, but not delivering high volume repeatable sales
  8. 8. Our sales teams clearly deliver (lead-to-customer conversion is 38%) On average, our offshore sales people’s base salary is 47% higher than that of their US equivalents For 46% of companies the founder is the primary generator of new business Artists of selling
  9. 9. Technologies used by sales team 0% 5% 10% 15% 20% 25% 30% 35% 40% Diallers/click-to-dial Gamification and leader boards Contract e-signature Call recording and conversation analytics LinkedIn Sales Navigator None Advanced forecasting and pipeline analytics Contact data and account intelligence Email automation, tracking and cadence Low penetration of technology designed to help sales efficiency 15% didn’t use CRM
  10. 10. Technology selling model Changing the way we think about selling our technology
  11. 11. AuCom Electronics 32% increase in website traffic 20% more sales leads 700 new sales opportunities created
  12. 12. Wyma Solutions 20% rise in website traffic 280% lead growth An integrated sales and marketing approach
  13. 13. Pivot Software 40% rise in website traffic 65% increase in contact database 211% lead growth 15% increase in sales
  14. 14. Rebooting Sales and Marketing • Make marketing responsible for delivering sales leads • Agreed number and quality of leads required to hit company revenue goals • Invest in sales enablement technology • Improve sales and marketing alignment • SLA between marketing and sales

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