SlideShare a Scribd company logo
Can sales and
marketing speak
the same language?
Logos don’t match
“Award Winning”
“Want one of our flyers?”
Conference “swag”
*FREEZE FRAME*
Yup, that’s me, Kyle
Bazzy, new VP of
Sales for Autobooks.
You may be
wondering how I
ended up in this
situation.
Life before Demand Side Sales (Old Way)
4
MQL
SQL
Demo
Lead
MQL
SQL
Demo
Proposal
Closed
(Won/Lost)
“I’m not working
these leads.
They are trash.”
“We’ve given you
tons of leads, you
just can’t close.”
Life Before Demand Side Sales (Old Way)
5
MQL
SQL
Demo
M A R K E T I N G S A L E S
Nonsense
Goobley
goo
Life After Demand Side Sales (New Way)
6
MQL
SQL
Demo
Marketing Sales
Life After Demand Side Sales (New Way)
7
Customer Customer
Establishing alignment with Demand Side Sales
(company systems align to customer progress)
9
10
Old way New way
11
12
VS
“candy marketing” “trail mix marketing”
13
14
Old way
FULL FEATURE DEMO
90%
INTRO
10%
New way
ALIGNING TO FI JOB
90%
HIGHLIGHT
REEL DEMO
10%
Demo #1
15
Marketers
should spend
time presenting
to customers
• Prototype messaging
• Receive real-time feedback
• Learn how customers buy
First Thought & Passive Looking Outcomes
16
Sales and
marketing have
common ground
Scaling customer conversations into growth
“Trail mix
marketing”
17
18
Old way New way
19
“Decks have legs”
20
FULL FEATURE DEMO
90%
SPEAKING
TO FI JOB
10%
100%
ALIGNMENT WITH
ALL PARTIES
Demo #2
21
22
Old way New way
In sales, the definition of making a tradeoff is about choosing
the best way to make progress as opposed to compromising.
23
24
25
Old way New way
26
Sales alignment across org based
upon customer progress
27
Active Looking & Deciding Outcomes
Never requested
a single feature
from product
customer
growth
10x
28
29
Old way New way
One to one
account
management
specialized by
partner channel
Growth teams
aligned to
customer
progress post
product launch
30
FIs that attend outperform
non-attends 3X
Common growth tactics
scale across customer types
Smaller team able to grow
revenue and meet goal
Ongoing Use Outcomes
31
The progress Autobooks
has made with
Demand Side Sales
32
Are you marketing and selling
the way your CRM wants you
to market and sell?
Are you helping your
customer make progress?
Let’s connect:
Thank You!
33
in/deriksutton
In/kylebazzy

More Related Content

More from Business of Software Conference

BoSUSA23 | Greg Baugues | Someone Using AI Will Take Your Job
BoSUSA23 | Greg Baugues | Someone Using AI Will Take Your JobBoSUSA23 | Greg Baugues | Someone Using AI Will Take Your Job
BoSUSA23 | Greg Baugues | Someone Using AI Will Take Your Job
Business of Software Conference
 
BoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & Engineering
BoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & EngineeringBoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & Engineering
BoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & Engineering
Business of Software Conference
 
BoSON23 | Tim Wilkinson | Making First Hire Product Managers Work
BoSON23 | Tim Wilkinson | Making First Hire Product Managers WorkBoSON23 | Tim Wilkinson | Making First Hire Product Managers Work
BoSON23 | Tim Wilkinson | Making First Hire Product Managers Work
Business of Software Conference
 
BoSON23 | Lucy Heskins | How To Use Your Product As A Marketing Engine
BoSON23 | Lucy Heskins | How To Use Your Product As A Marketing EngineBoSON23 | Lucy Heskins | How To Use Your Product As A Marketing Engine
BoSON23 | Lucy Heskins | How To Use Your Product As A Marketing Engine
Business of Software Conference
 
BoSON23 | Mark Gibson | Better B2B Sales
BoSON23 | Mark Gibson | Better B2B SalesBoSON23 | Mark Gibson | Better B2B Sales
BoSON23 | Mark Gibson | Better B2B Sales
Business of Software Conference
 
BoSON23 | Alex Osterwalder | Coaching & Leadership in Remote Companies
BoSON23 | Alex Osterwalder | Coaching & Leadership in Remote CompaniesBoSON23 | Alex Osterwalder | Coaching & Leadership in Remote Companies
BoSON23 | Alex Osterwalder | Coaching & Leadership in Remote Companies
Business of Software Conference
 
BoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the World
BoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the WorldBoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the World
BoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the World
Business of Software Conference
 
BoSEU24 | Ninnu Campbell | How to Make People Fail
BoSEU24 | Ninnu Campbell | How to Make People FailBoSEU24 | Ninnu Campbell | How to Make People Fail
BoSEU24 | Ninnu Campbell | How to Make People Fail
Business of Software Conference
 
BoSEU24 | Joe Leech | Seven Traits of the Modern CEO
BoSEU24 | Joe Leech | Seven Traits of the Modern CEOBoSEU24 | Joe Leech | Seven Traits of the Modern CEO
BoSEU24 | Joe Leech | Seven Traits of the Modern CEO
Business of Software Conference
 
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
Business of Software Conference
 
BoSEU24 | Eleanor Gunn | The Top Five Regrets of the Dying
BoSEU24 | Eleanor Gunn | The Top Five Regrets of the DyingBoSEU24 | Eleanor Gunn | The Top Five Regrets of the Dying
BoSEU24 | Eleanor Gunn | The Top Five Regrets of the Dying
Business of Software Conference
 
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBDBoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
Business of Software Conference
 
BoSEU24 | Bruce McCarthy | Aligning Executive Teams
BoSEU24 | Bruce McCarthy | Aligning Executive TeamsBoSEU24 | Bruce McCarthy | Aligning Executive Teams
BoSEU24 | Bruce McCarthy | Aligning Executive Teams
Business of Software Conference
 
BoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem Shooting
BoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem ShootingBoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem Shooting
BoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem Shooting
Business of Software Conference
 
BoSEU24 | Bill Thompson | Talk From Another Century
BoSEU24 | Bill Thompson | Talk From Another CenturyBoSEU24 | Bill Thompson | Talk From Another Century
BoSEU24 | Bill Thompson | Talk From Another Century
Business of Software Conference
 
BoSUSA22 | Mikey Trafton | Finding Your Super Powers
BoSUSA22 | Mikey Trafton | Finding Your Super PowersBoSUSA22 | Mikey Trafton | Finding Your Super Powers
BoSUSA22 | Mikey Trafton | Finding Your Super Powers
Business of Software Conference
 
BoSON22 | Tony Ulwick | The ‘JTBD Needs’ Framework
BoSON22 | Tony Ulwick | The ‘JTBD Needs’ FrameworkBoSON22 | Tony Ulwick | The ‘JTBD Needs’ Framework
BoSON22 | Tony Ulwick | The ‘JTBD Needs’ Framework
Business of Software Conference
 
BoSON22 | Rita McGrath | Discovery Driven Planning
BoSON22 | Rita McGrath | Discovery Driven PlanningBoSON22 | Rita McGrath | Discovery Driven Planning
BoSON22 | Rita McGrath | Discovery Driven Planning
Business of Software Conference
 
BoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdf
BoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdfBoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdf
BoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdf
Business of Software Conference
 
BoSON22 Nov | Matt Lerner | Identifying Your Metrics That Matter
BoSON22 Nov | Matt Lerner | Identifying Your Metrics That MatterBoSON22 Nov | Matt Lerner | Identifying Your Metrics That Matter
BoSON22 Nov | Matt Lerner | Identifying Your Metrics That Matter
Business of Software Conference
 

More from Business of Software Conference (20)

BoSUSA23 | Greg Baugues | Someone Using AI Will Take Your Job
BoSUSA23 | Greg Baugues | Someone Using AI Will Take Your JobBoSUSA23 | Greg Baugues | Someone Using AI Will Take Your Job
BoSUSA23 | Greg Baugues | Someone Using AI Will Take Your Job
 
BoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & Engineering
BoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & EngineeringBoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & Engineering
BoSUSA23 | Chris Spiek & Justin Dickow | Autobooks Product & Engineering
 
BoSON23 | Tim Wilkinson | Making First Hire Product Managers Work
BoSON23 | Tim Wilkinson | Making First Hire Product Managers WorkBoSON23 | Tim Wilkinson | Making First Hire Product Managers Work
BoSON23 | Tim Wilkinson | Making First Hire Product Managers Work
 
BoSON23 | Lucy Heskins | How To Use Your Product As A Marketing Engine
BoSON23 | Lucy Heskins | How To Use Your Product As A Marketing EngineBoSON23 | Lucy Heskins | How To Use Your Product As A Marketing Engine
BoSON23 | Lucy Heskins | How To Use Your Product As A Marketing Engine
 
BoSON23 | Mark Gibson | Better B2B Sales
BoSON23 | Mark Gibson | Better B2B SalesBoSON23 | Mark Gibson | Better B2B Sales
BoSON23 | Mark Gibson | Better B2B Sales
 
BoSON23 | Alex Osterwalder | Coaching & Leadership in Remote Companies
BoSON23 | Alex Osterwalder | Coaching & Leadership in Remote CompaniesBoSON23 | Alex Osterwalder | Coaching & Leadership in Remote Companies
BoSON23 | Alex Osterwalder | Coaching & Leadership in Remote Companies
 
BoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the World
BoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the WorldBoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the World
BoSEU24 | Oyinda Bamgbose | How Tech Can Still Save the World
 
BoSEU24 | Ninnu Campbell | How to Make People Fail
BoSEU24 | Ninnu Campbell | How to Make People FailBoSEU24 | Ninnu Campbell | How to Make People Fail
BoSEU24 | Ninnu Campbell | How to Make People Fail
 
BoSEU24 | Joe Leech | Seven Traits of the Modern CEO
BoSEU24 | Joe Leech | Seven Traits of the Modern CEOBoSEU24 | Joe Leech | Seven Traits of the Modern CEO
BoSEU24 | Joe Leech | Seven Traits of the Modern CEO
 
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a DecadeBoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
BoSEU24 | Imogen Wethered | How to Sell a Business in a Decade
 
BoSEU24 | Eleanor Gunn | The Top Five Regrets of the Dying
BoSEU24 | Eleanor Gunn | The Top Five Regrets of the DyingBoSEU24 | Eleanor Gunn | The Top Five Regrets of the Dying
BoSEU24 | Eleanor Gunn | The Top Five Regrets of the Dying
 
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBDBoSEU24 | Claire Suellentrop | How to Operationalise JTBD
BoSEU24 | Claire Suellentrop | How to Operationalise JTBD
 
BoSEU24 | Bruce McCarthy | Aligning Executive Teams
BoSEU24 | Bruce McCarthy | Aligning Executive TeamsBoSEU24 | Bruce McCarthy | Aligning Executive Teams
BoSEU24 | Bruce McCarthy | Aligning Executive Teams
 
BoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem Shooting
BoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem ShootingBoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem Shooting
BoSEU24 | Bob Moesta | Live JTBD Case Studies + Problem Shooting
 
BoSEU24 | Bill Thompson | Talk From Another Century
BoSEU24 | Bill Thompson | Talk From Another CenturyBoSEU24 | Bill Thompson | Talk From Another Century
BoSEU24 | Bill Thompson | Talk From Another Century
 
BoSUSA22 | Mikey Trafton | Finding Your Super Powers
BoSUSA22 | Mikey Trafton | Finding Your Super PowersBoSUSA22 | Mikey Trafton | Finding Your Super Powers
BoSUSA22 | Mikey Trafton | Finding Your Super Powers
 
BoSON22 | Tony Ulwick | The ‘JTBD Needs’ Framework
BoSON22 | Tony Ulwick | The ‘JTBD Needs’ FrameworkBoSON22 | Tony Ulwick | The ‘JTBD Needs’ Framework
BoSON22 | Tony Ulwick | The ‘JTBD Needs’ Framework
 
BoSON22 | Rita McGrath | Discovery Driven Planning
BoSON22 | Rita McGrath | Discovery Driven PlanningBoSON22 | Rita McGrath | Discovery Driven Planning
BoSON22 | Rita McGrath | Discovery Driven Planning
 
BoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdf
BoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdfBoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdf
BoSON22 | Rich Mironov | Resolving Incompatible World Views - Slides.pdf
 
BoSON22 Nov | Matt Lerner | Identifying Your Metrics That Matter
BoSON22 Nov | Matt Lerner | Identifying Your Metrics That MatterBoSON22 Nov | Matt Lerner | Identifying Your Metrics That Matter
BoSON22 Nov | Matt Lerner | Identifying Your Metrics That Matter
 

Recently uploaded

Credit Management Process step by step in SAP SD
Credit Management Process step by step in SAP SDCredit Management Process step by step in SAP SD
Credit Management Process step by step in SAP SD
SatyendraGupta59
 
2024 Slides: Sales Productivity: A Deep Dive into Daily Success
2024 Slides: Sales Productivity: A Deep Dive into Daily Success2024 Slides: Sales Productivity: A Deep Dive into Daily Success
2024 Slides: Sales Productivity: A Deep Dive into Daily Success
JessieGoodrum1
 
ChartMogul Sales Deck Example - SaaS payment analytics
ChartMogul Sales Deck Example - SaaS payment analyticsChartMogul Sales Deck Example - SaaS payment analytics
ChartMogul Sales Deck Example - SaaS payment analytics
chris195775
 
Howdy.com Sales Deck - Find talent in LatAm
Howdy.com  Sales Deck - Find talent in LatAmHowdy.com  Sales Deck - Find talent in LatAm
Howdy.com Sales Deck - Find talent in LatAm
chris195775
 
8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...
8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...
8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...
➑➌➋➑➒➎➑➑➊➍
 
Cold Call Campaigns: Strategies for Success
Cold Call Campaigns: Strategies for SuccessCold Call Campaigns: Strategies for Success
Cold Call Campaigns: Strategies for Success
leveluplinksteam
 
Factorial Sales Deck - Example of a Sales Deck
Factorial Sales Deck - Example of a Sales DeckFactorial Sales Deck - Example of a Sales Deck
Factorial Sales Deck - Example of a Sales Deck
chris195775
 
COMPANY PROFILE S.V.AIRTECH PVT. 2024.pdf
COMPANY PROFILE S.V.AIRTECH PVT. 2024.pdfCOMPANY PROFILE S.V.AIRTECH PVT. 2024.pdf
COMPANY PROFILE S.V.AIRTECH PVT. 2024.pdf
SV Airtech Pvt.Ltd
 

Recently uploaded (8)

Credit Management Process step by step in SAP SD
Credit Management Process step by step in SAP SDCredit Management Process step by step in SAP SD
Credit Management Process step by step in SAP SD
 
2024 Slides: Sales Productivity: A Deep Dive into Daily Success
2024 Slides: Sales Productivity: A Deep Dive into Daily Success2024 Slides: Sales Productivity: A Deep Dive into Daily Success
2024 Slides: Sales Productivity: A Deep Dive into Daily Success
 
ChartMogul Sales Deck Example - SaaS payment analytics
ChartMogul Sales Deck Example - SaaS payment analyticsChartMogul Sales Deck Example - SaaS payment analytics
ChartMogul Sales Deck Example - SaaS payment analytics
 
Howdy.com Sales Deck - Find talent in LatAm
Howdy.com  Sales Deck - Find talent in LatAmHowdy.com  Sales Deck - Find talent in LatAm
Howdy.com Sales Deck - Find talent in LatAm
 
8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...
8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...
8328958814SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA ...
 
Cold Call Campaigns: Strategies for Success
Cold Call Campaigns: Strategies for SuccessCold Call Campaigns: Strategies for Success
Cold Call Campaigns: Strategies for Success
 
Factorial Sales Deck - Example of a Sales Deck
Factorial Sales Deck - Example of a Sales DeckFactorial Sales Deck - Example of a Sales Deck
Factorial Sales Deck - Example of a Sales Deck
 
COMPANY PROFILE S.V.AIRTECH PVT. 2024.pdf
COMPANY PROFILE S.V.AIRTECH PVT. 2024.pdfCOMPANY PROFILE S.V.AIRTECH PVT. 2024.pdf
COMPANY PROFILE S.V.AIRTECH PVT. 2024.pdf
 

BoSUSA23 | Kyle Bazzy & Derik Sutton | Rethinking Sales From the Demand Side at Autobooks