Part 2 of Business Development For Startups. This was run at the MassChallenge Accelerator in Boston.

1. Secrets to
Maximizing Your
Marketing ROI:
Aligning Sales
& Marketing
Stephen N. Davis
“Partnering With Clients to Drive
Sustainable Profitable Growth”

2. John Wanamaker
“Half the money I spend
on advertising is wasted,
and the trouble is,
I don’t know which half.”
2000 - 2012 © CXO Advisory Group

3. 9 Steps
To Sales
Success
2000 - 2012 © CXO Advisory Group

4. The 9 Steps
1. Get Into The Mind Of Your Buyer
2. Develop Your Buyers Profile
3. Be Where YOUR Prospects Are
4. Align Sales & Marketing
5. Develop Your Inbound Marketing Program
6. Automate And Track
7. Measure Marketing On Contribution to Revenue
8. Analyze Quality of Leads Generated And Tools
9. Improve Your Tools And Programs
2000 - 2012 © CXO Advisory Group

5. Business Development Workshops
 Choosing the Right Sales Channel for Your Startup
 Secrets to Maximizing Your Marketing ROI:
Aligning Sales & Marketing
 Networking Your Way to Business Success
• Tuesday, July 24th
 Maximizing LinkedIn for Business Development
2000 - 2012 © CXO Advisory Group

6. Get Into
1 The Mind
Of Your
Buyer
2000 - 2012 © CXO Advisory Group

7. Develop
2 Your
Buyers
Profile
2000 - 2012 © CXO Advisory Group

8. Develop Your Buyers Profile
 Who is your “ideal customer?”
 Who is typically the “key decision maker?”
 How do they make their decisions?
 Where do they collect their information to make a
decision?
 What are their critical business issues?
 What is their buying process?
 Where do they buy?
 What is the Sales Cycle?
 What are the “trigger events”
2000 - 2012 © CXO Advisory Group

9. 3 Be
Where
YOUR
Prospects
Are.
2000 - 2012 © CXO Advisory Group

10. Your Most Critical Pieces for
Revenue Growth
Sales
Marketing
2000 - 2012 © CXO Advisory Group

11. 2000 - 2012 © CXO Advisory Group

12. 2000 - 2012 © CXO Advisory Group

13. “Your
Marketing Leads
S*CK!!!”
2000 - 2012 © CXO Advisory Group

14. “We Send
Qualified Leads
To Sales &
They Fall into a
Black Hole”
2000 - 2012 © CXO Advisory Group

15. “Sales Sells
Product to the
Wrong People!”
2000 - 2012 © CXO Advisory Group

16. “Marketing Doesn’t
Provide What We
NEED!!”
2000 - 2012 © CXO Advisory Group

17. 90%
% Of Marketing Materials
UNUSED BY SALES
Source: AMA
2000 - 2012 © CXO Advisory Group

18. “Sales Doesn’t
Have a Clue About
BRANDING!”
2000 - 2012 © CXO Advisory Group

19. “I Can’t Believe
Sales Asked that
Question. It’s in the
Literature!”
2000 - 2012 © CXO Advisory Group

20. Sales Spends
40%
Of Their Time Creating Their Own
Marketing Materials
Source: CMO Council
2000 - 2012 © CXO Advisory Group

21. 10 Min/Week Additional Selling Time
= $57,000
Additional Revenue Per Year
Source: IDC Sales Enablement Research
2000 - 2012 © CXO Advisory Group

22. “Marketing Doesn’t
Involve Sales in its
Planning!”
2000 - 2012 © CXO Advisory Group

23. “Sales Doesn’t
Provide ANY
Feedback!”
2000 - 2012 © CXO Advisory Group

24. 4 Align
Sales
&
Marketing
2000 - 2012 © CXO Advisory Group

25. 8%
Of Corporations Report
“TIGHT ALIGNMENT”
Between Sales & Marketing
Source: Forrester
2000 - 2012 © CXO Advisory Group

26. Better Aligned = More Business
5.4%
Faster Growth on Year-to-Year Basis
Than Competition
Source: MarketingProfs
2000 - 2012 © CXO Advisory Group

27. Better Aligned = More Business
38%
Better at Closing Proposals than
Non-Aligned Competition
Source: MarketingProfs
2000 - 2012 © CXO Advisory Group

28. Better Aligned = More Business
36%
Less Churn of Their Customers
To Competition
Source: MarketingProfs
2000 - 2012 © CXO Advisory Group

29. 2000 - 2012 © CXO Advisory Group

30. Marketing and Sales look at the world
through different lenses
2000 - 2012 © CXO Advisory Group

31. Marketing Looks For Mr. Right
2000 - 2012 © CXO Advisory Group

32. Sales Wants Mr. RightNOW
2000 - 2012 © CXO Advisory Group

33. When Their Isn’t A Common Profile
You End Up With
2000 - 2012 © CXO Advisory Group

34. It Starts With Communication
 Attend each other’s staff
meetings
 Marketing needs to get into
the field with sales
• Speaking to customers
• Watching Demos
• Listening to presentations
2000 - 2012 © CXO Advisory Group

35. “Marketing & Sales
Should Jointly
Define a
“Sales-Ready” Lead!”
2000 - 2012 © CXO Advisory Group

36. Develop a Common Buyers Profile
 Who is your “ideal customer?”
 Who is typically the “key decision maker?”
 How do they make their decisions?
 Where do they collect their information to make a
decision?
 What are their critical business issues?
 What is their buying process?
 What is the Sales Cycle?
 What are the “trigger events”
2000 - 2012 © CXO Advisory Group

37. Lead Definitions Impact
Marketing Effectiveness
75%
80%
70%
60%
Current Percentage
50%
25%
40%
30%
20%
10%
0%
Return on Marketing Investment
Companies Supporting Common Lead Definition All Others
Source: Aberdeen Group 2010
2000 - 2012 © CXO Advisory Group

38. Lead Definitions Impact
Sales Effectiveness
18% 16.5%
Year Over Year Change
16%
14% 12.7%
10.5%
12%
10%
8%
4.9%
6%
3.0% 3.2%
4%
1.3%
2% 0.2%
0%
Bid-to-Win Ratio Time To Close Return on Lead to Sales
Marketing Conversion
Investment
Companies Supporting Common Lead Definition All Others
Source: Aberdeen Group 2010
2000 - 2012 © CXO Advisory Group

39. 5 Develop
Your
Inbound
Marketing
Program
2000 - 2012 © CXO Advisory Group

40. “ If the expenditure
doesn’t create a lead, or
directly help sales
close a prospect,
You SHOULDN’T do it”
2000 - 2012 © CXO Advisory Group

41. The Marketing Landscape has Changed…
“Buy
My
Product”
2000 - 2012 © CXO Advisory Group

42. Ads are Everywhere
People see and hear between 1,000
87,600,000 throughout their lives
and 3,000 advertising messages/day
2000 - 2012 © CXO Advisory Group

43. Trust Drives Transactions
66%
Of the Economy is Influenced by
Personal Recommendations
SOURCE: McKinsey & Co.
2000 - 2012 © CXO Advisory Group

44. Trust Drives Transactions
91%
Say consumer reviews are the
#1 Aid to Buying Decisions
SOURCE: JC Williams Group
2000 - 2012 © CXO Advisory Group

45. Trust Drives Transactions
78%
Trust Recommendations
of other Consumers
SOURCE: Nielson Report - October 2007
2000 - 2012 © CXO Advisory Group

46. Trust Drives Transactions
88% Will Buy from
Companies they TRUST
SOURCE: Edelman Trust Barometer, 2008
2000 - 2012 © CXO Advisory Group

47. Trust Drives Transactions
85%
Will NOT buy from
Companies they DISTRUST
SOURCE: Edelman Trust Barometer, 2008
2000 - 2012 © CXO Advisory Group

48. 2000 - 2012 © CXO Advisory Group

49. Allocation of 2010
B2B Marketing Budgets
Web Design, Maintenance 13%
Email 12%
Tradeshows 12%
SEO 11%
Paid Search (PPC) 9%
Direct Mail 8%
Social Media 7%
Telemarketing 7%
PR 7%
Print Advertising 6%
Marketing Automation 6%
Virtual Events/Webinars 4%
0% 2% 4% 6% 8% 10% 12% 14%
Source: Marketing Sherpa 2010
2000 - 2012 © CXO Advisory Group

50. Digital Marketing Expenditures
2000 - 2012 © CXO Advisory Group

51. Social Media Budget
Other, 7%
Wikis, 7%
MrcroBlogs,
11% Social
Networking,
Blogs, 13% 52%
Source: IDC Global Technology and Industry Research 2012
2000 - 2012 © CXO Advisory Group

52. Most Overlooked
Marketing/Sales Opportunity
Association Marketing
- Over 7600 Trade Associations
- Over 21K Professional Associations
- Over 151K Associations Worldwide
2000 - 2012 © CXO Advisory Group

53. Association Marketing
Encyclopedia of Associations
American Society of
Association Executives
2000 - 2012 © CXO Advisory Group

54. Lead Scoring For Better
Allocation of Resources
 Ranks one prospect vs
another
 Unbiased way to determine
which department should
focus prospect
 Identifies “Sales-Ready”
Prospects
 Helps tune your ideal buyer
profile
2000 - 2012 © CXO Advisory Group

55. Have a Formal Lead Management System
New Lead
Registered Lead
Lead Nurturing
Buying Cycle
Phone Ready Lead
TeleQualify Leads
Sales-Validate Lead Hand Off
to Sales
Demo/Meet/Proposal
Enter Sales Forecast
Closed Deals
2000 - 2012 © CXO Advisory Group

56. Develop Relevant Buying Cycle Sales Tools
2000 - 2012 © CXO Advisory Group

57. 6 Automate
And
Track
2000 - 2012 © CXO Advisory Group

58. 7 Measure
Marketing On
Contribution to
Revenue
2000 - 2012 © CXO Advisory Group

59. 8 Analyze
Quality of
Leads
Generated
And Tools
2000 - 2012 © CXO Advisory Group

60. 9 Improve
Your
Tools
And
Programs
2000 - 2012 © CXO Advisory Group

61. Everybody Wins
2000 - 2012 © CXO Advisory Group

62. The 9 Steps
1. Get Into The Mind Of Your Buyer
2. Develop Your Buyers Profile
3. Be Where YOUR Prospects Are
4. Align Sales & Marketing
5. Develop Your Inbound Marketing Program
6. Automate And Track
7. Measure Marketing On Contribution to Revenue
8. Analyze Quality of Leads Generated And Tools
9. Improve Your Tools And Programs
2000 - 2012 © CXO Advisory Group

63. Questions
2000 - 2012 © CXO Advisory Group

64. Driving Profitable Growth
2000 - 2012 © CXO Advisory Group

65. Driving Profitable Growth
We help companies optimize business
development and marketing; accelerate
sales; and seize the most attractive
growth opportunities.
2000 - 2012 © CXO Advisory Group

66. The CXO Advisory Group
 CXO Advisory Group is a strategic operations advisory
and management firm comprised of proven C-level
executives with both breadth and depth of experience.
 CXO Advisory Group Team members have achieved
success in positions ranging from: President/CEO to
COO, and VPs of Sales, Marketing, Corporate
Development and Human Resources.
 Has proven success in business development and in
building US sales and distribution channels
2000 - 2012 © CXO Advisory Group

67. How Can CXO Help You?
Business Strategy Services
• Audit business practices and organization
• Evaluate product and pricing strategies
• Evaluate effectiveness of sales channel
• Assess effectiveness of existing sales and marketing
programs
Market Entry Program
• Analyze competitive landscape
• Market launch strategy and plan
• Channel strategy and programs
• Establish sales channels
• Generate sales and manage relationships
• Identify and develop strategic partnerships
2000 - 2012 © CXO Advisory Group

68. How Can CXO Help You?
Sales Channel Management
• Review and revise sales channel strategies
• Channel partner identification, prospecting and recruitment
• Eliminate channel conflict
• Channel contract development and negotiation
Interim Management Resources
• Interim CEO, COO, CMO, CSO
• Interim VP of Sales and Marketing
• Consultant on staff
• Launch team coaches
2000 - 2012 © CXO Advisory Group

69. How Can CXO Help You?
Venture Advisory Services
• Fine tune operations, business strategy and market entry
• Assist with due diligence
• Strategic business assessment of portfolio companies
2000 - 2012 © CXO Advisory Group

70. Contact Information:
Stephen Davis
Interim COO/VP Sales & Marketing |
Business Consultant | Sales Channel and
Business Development Expert | Author &
Speaker
“Partnering With Clients to Drive
Sustainable Profitable Growth”
Phone: (508) 528-7571
Email: sdavis@cxoadvisorygroup.com
Website: www.cxoadvisorygroup.com
Linkedin: www.linkedin.com/in/stephendavis
Twitter: twitter.com/stephendaviscxo