Brian Kavicky Sales and Marketing

@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
SALES AND
MARKETINGNOT ONE OR THE
OTHER
Brian Kavicky, Vice-President Lushin, Inc.
#GoInboundMktg

GOOGL
E:ROLE OF SALES AND
MARKETING IN A
BUSINESS

GOOGL
E:
GOAL OF MARKETING
AND SALES

AND MAXIMIZE THE
GROSS PROFIT OF A
COMPANY
TO INCREASE THE
REVENUE

@bkavicky
SALES
SAYS:
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
• “I have no idea what you are doing in marketing.”
• “These leads are not the decision makers.”
• “These leads are not ready to buy.”
• “You are sending too many leads”
• “You are not sending us enough leads”
• “The marketing stuff does not match what we are
saying.”• “Our clients are not buying for the reasons that you say
they are.”

@bkavicky
MARKETING
SAYS:
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
• “Give us some credit for your big sale.”
• “Why aren’t you using the
content/presentation/collateral that
we have given you?”
• “You need to think like marketers not sales people.”
• “Stop complaining about the lead quality, maybe you just
can’t sell.”• “Sales isn’t following up on leads quickly when they
are hot.”

“(60-70%) OF BUYERS
SAY THAT THEY ARE
DONE WITH THE SALES
PROCESSBEFORE THEY
ENGAGE A SALES
REPRESENTATIVE.”

“THE MORE
CONTENT
THEY CONSUME,THE BETTER
QUALIFIED
THAT THEY ARE.”

“YOU WANT YOUR
MARKETING
TO BE DRIVEN BY THE
VOICE
OF THE CUSTOMERAND NOT BY THE
VOICE OF YOUR
COMPANY OR TEAM.”

YOUR WEB PAGE HERE

“PEOPLE HAVE TO LIKE
YOU BEFORE THEY
BUY YOU,SO WE NEED TO
NURTURE
THE LEADS.”

“THE EARLIER THAT
WE
CAN GET THEM TO
TRY THE
(DEMO, PRODUCT, SERVICE),THE MORE EXCITED
ABOUT IT THEY WILL BE.”

THERE IS NO FORMAL,
DOCUMENTED SALES
PROCESSTHE SALES PROCESS DOES NOT
INCLUDE
ANY MARKETING/SALES TRIGGERS OR
HANDOFFS

CREATE/DOCUMEN
T
YOUR SALES
PROCESSAND INCLUDE
MARKETING WITHIN
THE STAGES

NOBODY
KNOWSWHAT A QUALIFIED
LEAD IS

THERE MUST BE A
FORMAL, WRITTEN
AGREEMENT IN PLACEABOUT WHAT A LEAD IS
AND WHAT WILL BE
DONE WITH IT

THE SALES PIPELINE MUST
BE STAGED TO THE SALES
PROCESSAND DIRECTLY
CORRELATE TO HOW THE
BUYER IS BUYING

SALES AND
MARKETING
DIFFER IN BOTH
CULTURAL AND
ECONOMIC VALUES

SALES/MARKETING
DOES NOTUNDERSTAND WHAT
THE OTHER IS
ACTUALLY DOING

COMMUNICATION
BETWEEN
SALES AND
MARKETING
MUST BE
STRUCTURAL
WITHIN THE
BUSINESS

UNDERSTAND AND
UTILIZE MARKETING
AND VICE VERSA
SALES NEEDS
TO

MESSAGI
NGIS NOT
ALIGNED

MESSAGING MUST BE
CONSISTENT
• Problems first
• Agitation of the problem second
• Then solution, credibility, and trust building last

Brian Kavicky Sales and Marketing

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