SlideShare a Scribd company logo
crowdsourced
Sales & Marketing
Development Plan
for the
Chief Revenue Officer
18/5/2014
Ed Alexander
Chief Digital Consultant
how customers happen
The clickable map on the next page
outlines 4 major parts of a Sales &
Marketing Development Plan for a
typical organization.
For some, this is too much structure;
for others, not enough. What matters
most is that you are marketing and
selling effectively, shipping product,
wowing customers, innovating, and
measuring what matters to improve.
Sample metrics are provided on each
page to get you started. Feel free to
substitute metrics and terminology
that matter to you.
Introduction
2
Navigation tips
In Google docs: re-size using the
+/- buttons, then use the < / >
buttons and vertical slide bar in the
left navigation panel.
In PowerPoint (native .ppt file):
Select View/Slideshow, then use
Page Up/Down, scroll, or click any
topic to jump right to it.
Get the file
If you think this tool would be useful
for your own planning, development,
training and review purposes, scroll
to the end to get this file as a native
PowerPoint file (.ppt), with all links
activated, that you can tailor to suit
your needs.
Or, simply click:
(this link is live in SlideShow mode)
Get the file
3
Sales and
Distribution
Strategy
Strategic
Marketing
Framework
Customer
Development
Program
Integrated
Marketing
Plan
Sales &
Marketing
Development
Plan
Glossary
4
What follows is a breakdown of each quadrant,
followed by (and linked to) detail pages where you
can elaborate on each topic. Some suggested
content, such as Key Performance Indicators for
each topic, is pre-loaded to get you started.
For demonstration purposes, a few subtopics in the
two Marketing quadrants (right) are color-shaded
(light red, yellow or green) according to the Sample
Legend to show how the use of “traffic signals” as a
color scheme can aid interpretations and decisions.
Sales &
Marketing
Development
Plan
Account
Development
Rapid Deployment
Co-Led
Staff Augmentation
Strategy, Vision,
Brands
Total Accessible Market
Segments
Titles, Personae, Pain
Top Targets
SWOT Analyses –
Strengths, Weaknesses,
Opportunities, Threats
Market
Segmentation
Ideal Customer
Profile
Competitive
Landscape
Positioning
Messaging
Models & Metrics
Buyer’s Journey Review
Analysis & Reporting
Maintenance
Calendar
Collaterals (.pdf, video)
Customer Testimonials
Conversion tools
Directors & Advisers
Customers & Partners
Employees & Members
Public, Pro & Industry
Promotional
Transactional
Blogs & Social Channels
Resource Plan
Sales and
Distribution
Strategy
Strategic
Marketing
Framework
Customer
Development
Program
Integrated
Marketing
Plan
Sample
Legend
Active
Developing
Inactive/Planning
Schedules & Milestones
People, Process,
Resources
Partner Strategy
CRM
Qualification
Process development
Sales Tools
Ecosystem
Co-marketers
Integrators
Solution sellers
5
Web Properties
Pricing Models
Perpetual
Term
Transaction based
Asset based
Outside
Inside
eStore
Direct Sales
Sales Pipeline
Sales Management
Lead Generation &
Engagement
PR / Analysts
Audiences &
CommunitiesDeployment
Funnel
Direct
Partner
Customer Asset
Management
Renewals
Account Penetration
Industry Penetration
Satisfaction
Referenceability
Maintenance Renewal
Existing Business
Community
Project Management
Quota/Domain Math
Territory Management
Sales Incentive Plans
Sales Process
CRM / Automation
Distribution Models
Outside
Inside
eStore
Traditional / offline
Interactive / online
Mission
Content
Value Proposition
Not applicable
PR Plan
Speaking Engagements
Industry Analysts
Financial Analysts/VC
Sales and
Distribution
Strategy
Partner
Strategy
CRM
Qualification
Process Development
Sales Tools
Ecosystem
Co-marketers
Integrators
Solution Sellers
Pricing
Models
Perpetual
Term
Transaction based
Asset based
Outside
Inside
eStore
Direct Sales
Sales Pipeline
Sales
Management
Quota/Domain Math
Territory Management
Sales Incentive Plans
Sales Process
Distribution
Models
Outside
Inside
eStore
Sales & Marketing
Development Plan
Get the file 6
Sales and Distribution Strategy
7
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metrics: Customer Lifetime Value, pipeline value/volume/velocity
Distribution Models
Model
Process
Owner
Key Performance Indicators
Direct Inside Pipeline value, sales cycle velocity, win ratio
E-store Inside # deals, value, velocity, win ratio
Reseller Outside # trained, # deals, value, velocity, win ratio
Partner Outside # trained, # deals, value, velocity, win ratio
8
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metric: Value, Volume and Velocity of dealflow by pricing type
Pricing Models
Type
Pricing
Method
Key Performance Indicators
Perpetual
Maintenance
& service
contracts
Pipeline value, sales cycle velocity, win ratio
Term Projects # deals, value, velocity, win ratio
Transaction
Products &
services
# trained, # deals, value, velocity, win ratio
Asset Asset # trained, # deals, value, velocity, win ratio
9
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metrics: CMRR – Committed Monthly Recurring Revenue;
Customer Lifetime Value (CLV)
Direct Sales
Model
Process
Owner
Key Performance Indicators
Outside
Sales team
leader
Qualified pipeline value, Sales cycle velocity, Sales
win ratio
Inside
Marketing
team leader
Nurtured Leads converted to Opportunities, # deals,
value, velocity, conversion rate
eStore
Website team
leader
Registrations, conversions, # deals, value, velocity,
win rate
10
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metric: Value, Volume and Velocity of dealflow by Partner type
Partner Strategy
Topic
Process
Owner
Key Performance Indicators
Ecosystem
Sales &
Marketing
See below
Co-marketers
Sales &
Marketing
Integrators
Sales &
Marketing
Solution Sellers
Sales &
Marketing
11
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metrics: Customer Acquisition Cost;
Changes in Value, Volume and Velocity at each stage
Sales Pipeline
Topic
Process
Owner
Metrics
CRM
Sales /
Marketing
Qualified pipeline value, Sales cycle velocity, Sales
win ratio
Qualification
Criteria
Sales /
Marketing
Clear need? Likely to buy? Chance of winning?
Good customer?
Sales Process
Development
Sales /
Marketing
Ratio: MQLs / SALs (see Glossary –link below)
Ratio: SALs / SQLs
Sales Tools
Sales /
Marketing
Registrations, conversions, # deals, value, velocity,
win rate
Glossary
12
Sales &
Distribution
Strategy
Sales & Marketing
Development Plan
Key metric: Customer Acquisition Cost
cool tool
Sales Management
Topic
Process
Owner
Metrics
Quota / Domain
Math
Sales &
Marketing
Qualified pipeline value, Sales cycle velocity, Sales
win ratio (see Forecast documents)
Territory
Management
Sales &
Marketing
Effective sales processes and products by
Geography, Industry, Rep, Price Margin
Incentive Plans
Sales &
Marketing
Team and Individual plans / goals
Sales Process
Sales /
Marketing
Most effective process(es); process bottlenecks; most
productive lead sources
Account
Development
Customer
Development
Program
Deployment
Funnel
Direct
Partner
Customer
Asset
Management
Renewals
Account Penetration
Industry Penetration
Satisfaction
Referenceability
Maintenance
Renewal
Existing Business
Community
Project
Management
Customer Development Program
13
Sales & Marketing
Development Plan
Get the file
Co-Led
Staff
Augmentation
Schedules & Milestones
People
Process
Resources
Rapid
Deployment
14
Customer
Development
Sales & Marketing
Development Plan
Key metric: Customer Acquisition Cost / Lifetime Customer Value
Project Management
Topic
Process
Owner
Metrics
Schedules &
Milestones
Service &
Installation
Deal flow, project cycle
People
Project
Leader
Performance of Installer & support team; customer
feedback
Processes
Project
Leader
Phased approach success, customer feedback
Resources
Sales /
Marketing
CRM, Inventory, eStore transaction records
15
Customer
Development
Sales & Marketing
Development Plan
Key metric: Value, Volume and Velocity at each deployment stage
Deployment Funnel
Method
Process
Owner
Metrics
Direct
Service &
Installation
Deployment cycle analysis; use of FAQ, process docs
Partner – co-led
Project
Leader
Performance of Installer & support team; customer
feedback
Partner – staff
augmentation
Project
Leader
Performance of Installer & support team; customer
feedback
Resources
Sales /
Marketing
CRM, Inventory, eStore transaction records
16
Customer
Development
Sales & Marketing
Development Plan
Key metrics: Churn Metrics (detailed above), Customer Lifetime Value
Account Development
Initiative
Process
Owner
Metrics
Account
Penetration
Service &
Installation
Product / service upsell; deployment expansion, key
relationship health
Industry
penetration
Sales &
Marketing
Accounts, references, referrals, campaign response
trends / sources, support & forum sentiment
Market
Penetration
Sales &
Marketing
Partners, references, referrals, campaign response
trends / sources, support & forum sentiment
17
Customer
Development
Sales & Marketing
Development Plan
Key metrics: Customer Lifetime Value, Customer Churn
Customer Asset Management
Performance
Factor
Key Performance Indicators
Satisfaction
Correlate product use patterns by user, role, team, group, company ,
industry, geography, partner, product, service, etc.
Referencability
Engagement score – by user, role, team, group, company, industry,
geography, partner, product / service, etc.
Maintenance
Product use patterns – success habits, distress signs, product
roadmap inputs
Renewal
Engagement score – by user, role, team, group, company, industry,
product / service
Communities
Score the value of a visit, share, follow, comment, post, join,
registration, conversion, transaction, renewal, etc.
Strategic
Marketing
Framework
18
Strategic Marketing Framework
Sales & Marketing
Development Plan
Get the file
Mission Strategy, Vision, Brands
Total Accessible Market
Segments
Titles, Personae, Pain
Top Targets
3rd Party Landscapes
Differentiators
Barriers
Market
Segmentation
Ideal Customer
Profile
Competitive
Landscape
Positioning
Messaging
Value
Proposition
19
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Mission
Performance
Factor
Key Performance Indicators
Mission Why do we exist?
Mission What do we stand for?
Mission Who do we serve?
Strategy What do we do better than anyone? How?
Strategy How will we know we are succeeding?
Vision Where are we going next? Why?
Brands
How will audiences recognize and relate to us? How will we relate to
them?
Unique Selling
Proposition
What do people hate about our market space? How do we solve
those issues?
20
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Market Segmentation
Market Segment Key Differentiators (see Value Proposition)
Peer Competitors
SWOT analysis, unique brand value (e.g. prestige / practicality, brand-
ness factors
Upstream
Competitors
Positioning in value chain
Downstream
Competitors
Positioning in value chain
Share of Wallet
Competitors
Size of addressable market, scope of reach
Competitive
Differentiation
SWOT analysis, unique brand value
Ideal Customer Profiles
(complete one of these slides for each segment)
• Segments
Geo, industry, size, other factors (see below)
• Titles, Persona, Pain
– If business: buyer role, purchase decision participation, org
expectations, buying goals & concerns, technical sophistication
– If consumer, consider: gender, age, marital status, online hangouts,
likes/dislikes
• Top Targets
CXO / Influencer within target vertical, company, market, etc.
21
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Key metrics: MQLs > SALs (Mktg Qualified Leads > Sales Accepted Leads)
Glossary
Competitive Landscape
(complete this SWOT analysis for each major/minor competitor)
• 3rd Party Landscape – Major / minor player name:
______________
• Strengths / Differentiators
– What do we do uniquely well compared to direct, upstream and
downstream competitors?
• Weaknesses / Barriers
• Opportunities
• Threats
Which competitors beat us most often, and why?
22
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Value Proposition
• Positioning
– We do ____ for ____better than anybody else because we _____ .
– For ….who want/need….we offer… We are better than alternatives,
because…. Proof points:….(ROI examples)
• Messaging
– Neutralize “share of wallet” concerns with ROI proof
23
Strategic
Marketing
Framework
Sales & Marketing
Development Plan
Key metrics at each funnel stage: downloads, forwards, shares,
mentions, comments, conversions, registrations, purchases etc. Good
opportunity to A/B test!
24
Integrated
Marketing
Plan
Web
Properties
PR / Analysts
Audiences &
Communities
24
Integrated Marketing Plan
CRM /
Automation
Sales & Marketing
Development Plan
Get the file
Traditional / offline
Interactive / online
Lead
Generation &
Engagement
Content
Models & Metrics
Buyers Journey Review
Analysis & Reporting
Maintenance
White Papers
Data sheets, video
ROI Tools
Customer Testimonials
Directors & Advisers
Customers & Partners
Employees & Members
Public, Pro & Industry
Promotional
Transactional
Blogs & Social Channels
Resource Plan
PR Plan
Speaking Engagements
Industry Analysts
Financial Analysts/VC
25
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
*Interactive media: see next page
Lead Generation & Engagement – Traditional *
Medium
Process
Owner
Metrics
TV
Response by type, conversion ratio, cycle speed, $
value
Print – magazines,
newspapers
Response by type, conversion ratio, cycle speed, $
value
Telesales / Inside
Sales
MQLs (Marketing Qualified Leads), rate / speed /
value
Directory / Prof
Org.
Response/type, rate/speed/value
Direct mail Response / type, rate/speed/value
Live events MQLs, rate/speed/value
Radio Response / type, rate/speed/value
Outdoor Response / type, rate/speed/value
Glossary
2626
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
*Traditional media: see previous page
Lead Generation & Engagement – Interactive *
Medium
Process
Owner
Metrics
Website Owned Page visit, nav path, dwell time, source, Converts
Landing page Owned Conversion, source
Blog, microblog Owned Visit, share, follow, comment, post, join, convert
Online Community Earned Visit, share, follow, comment, post, join, convert
Online video Owned Visit, share, follow, forward, convert
Social media Earned Visit, follow, share, convert
Paid placement Earned Hit, click, visit, convert
Mobile marketing Owned Open, click, forward, convert
Email marketing Owned Open, click, respond, forward, convert
SEO Earned Hit, click, convert
Paid search listing Earned Hit, click, convert
CRM / Automation
• Models & Metrics
awareness, interest, engagement, sales, profits, advocacy
• Buyer Journey Review
Funnel metrics, stage analysis, pipeline stats, conversions/revenue
• Analysis & Reporting
Execution on key metrics
• Maintenance
Data quality, richness and integration
27
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!
Content
• Calendar
• Content (Data Sheets , Audio, Video, Testimonials)
• Conversion tools & processes
• Sales SLA (service level agreement)
28
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!
Audiences & Communities
• Directors & Advisers
• Customers & Partners
• Employees & Members
• Public, Pro & Industry
29
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!
Web Properties
• Promotional
• Transactional
• Blogs & Social Channels
• Resource Plan
30
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!
PR / Analysts
• PR Plan
• Speaking Engagements
• Industry Analysts
• Financial Analysts / VC
31
Integrated
Marketing
Plan
Sales & Marketing
Development Plan
Key metrics at each funnel stage: Funnel & pipeline impact -
downloads, forwards, shares, mentions, comments, conversions,
registrations, purchases etc. Good opportunity to A/B test!
32
Sales & Marketing
Development Plan
Marketing :
Sales :
+ + +
+ + +
+ + +
+ + +
+ + +
+ + +
$ $ $
$
$
$ $
$
$
$
$
$
Value Volume Velocity
Content
Community
Conversion
!
Bonus!
Aligning Sales & Marketing
Each of the 9 boxes in this grid
signifies an opportunity to align
intersecting effort.
Example: Content + Value
Ask: How can Marketing
create content that supports
increased Value of each sale?
How can the value of each
sale inform the creation of
supportive content?
For a quick tutorial article, click here: http://wp.me/pIplj-l8
33
Glossary
CMRR = Committed Monthly Recurring Revenue
CLV = Customer Lifetime Value
CRM = Customer Relationship Management software (example: Salesforce.com)
SAL = Sales Accepted Lead – a Lead from Marketing that Sales approves (SLA)
SLA = Service Level Agreement – an agreement between to entities
SQL = Sales Qualified Lead – a SAL that has been deemed “pipeline-worthy” by Sales
34
Get the file for
yourself or a friend
Sales & Marketing
Development Plan
Get a free copy of this outline as
a native Powerpoint (.ppt) file
that you can customize to suit
your own sales and marketing
programs. Great for training too!
Send a question,
idea or comment
Ed Alexander
Chief Digital Consultant
how customers happen

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Sales & Marketing Development Plan - a template for the CRO

  • 1. crowdsourced Sales & Marketing Development Plan for the Chief Revenue Officer 18/5/2014 Ed Alexander Chief Digital Consultant how customers happen
  • 2. The clickable map on the next page outlines 4 major parts of a Sales & Marketing Development Plan for a typical organization. For some, this is too much structure; for others, not enough. What matters most is that you are marketing and selling effectively, shipping product, wowing customers, innovating, and measuring what matters to improve. Sample metrics are provided on each page to get you started. Feel free to substitute metrics and terminology that matter to you. Introduction 2 Navigation tips In Google docs: re-size using the +/- buttons, then use the < / > buttons and vertical slide bar in the left navigation panel. In PowerPoint (native .ppt file): Select View/Slideshow, then use Page Up/Down, scroll, or click any topic to jump right to it. Get the file If you think this tool would be useful for your own planning, development, training and review purposes, scroll to the end to get this file as a native PowerPoint file (.ppt), with all links activated, that you can tailor to suit your needs. Or, simply click: (this link is live in SlideShow mode) Get the file
  • 4. 4 What follows is a breakdown of each quadrant, followed by (and linked to) detail pages where you can elaborate on each topic. Some suggested content, such as Key Performance Indicators for each topic, is pre-loaded to get you started. For demonstration purposes, a few subtopics in the two Marketing quadrants (right) are color-shaded (light red, yellow or green) according to the Sample Legend to show how the use of “traffic signals” as a color scheme can aid interpretations and decisions.
  • 5. Sales & Marketing Development Plan Account Development Rapid Deployment Co-Led Staff Augmentation Strategy, Vision, Brands Total Accessible Market Segments Titles, Personae, Pain Top Targets SWOT Analyses – Strengths, Weaknesses, Opportunities, Threats Market Segmentation Ideal Customer Profile Competitive Landscape Positioning Messaging Models & Metrics Buyer’s Journey Review Analysis & Reporting Maintenance Calendar Collaterals (.pdf, video) Customer Testimonials Conversion tools Directors & Advisers Customers & Partners Employees & Members Public, Pro & Industry Promotional Transactional Blogs & Social Channels Resource Plan Sales and Distribution Strategy Strategic Marketing Framework Customer Development Program Integrated Marketing Plan Sample Legend Active Developing Inactive/Planning Schedules & Milestones People, Process, Resources Partner Strategy CRM Qualification Process development Sales Tools Ecosystem Co-marketers Integrators Solution sellers 5 Web Properties Pricing Models Perpetual Term Transaction based Asset based Outside Inside eStore Direct Sales Sales Pipeline Sales Management Lead Generation & Engagement PR / Analysts Audiences & CommunitiesDeployment Funnel Direct Partner Customer Asset Management Renewals Account Penetration Industry Penetration Satisfaction Referenceability Maintenance Renewal Existing Business Community Project Management Quota/Domain Math Territory Management Sales Incentive Plans Sales Process CRM / Automation Distribution Models Outside Inside eStore Traditional / offline Interactive / online Mission Content Value Proposition Not applicable PR Plan Speaking Engagements Industry Analysts Financial Analysts/VC
  • 6. Sales and Distribution Strategy Partner Strategy CRM Qualification Process Development Sales Tools Ecosystem Co-marketers Integrators Solution Sellers Pricing Models Perpetual Term Transaction based Asset based Outside Inside eStore Direct Sales Sales Pipeline Sales Management Quota/Domain Math Territory Management Sales Incentive Plans Sales Process Distribution Models Outside Inside eStore Sales & Marketing Development Plan Get the file 6 Sales and Distribution Strategy
  • 7. 7 Sales & Distribution Strategy Sales & Marketing Development Plan Key metrics: Customer Lifetime Value, pipeline value/volume/velocity Distribution Models Model Process Owner Key Performance Indicators Direct Inside Pipeline value, sales cycle velocity, win ratio E-store Inside # deals, value, velocity, win ratio Reseller Outside # trained, # deals, value, velocity, win ratio Partner Outside # trained, # deals, value, velocity, win ratio
  • 8. 8 Sales & Distribution Strategy Sales & Marketing Development Plan Key metric: Value, Volume and Velocity of dealflow by pricing type Pricing Models Type Pricing Method Key Performance Indicators Perpetual Maintenance & service contracts Pipeline value, sales cycle velocity, win ratio Term Projects # deals, value, velocity, win ratio Transaction Products & services # trained, # deals, value, velocity, win ratio Asset Asset # trained, # deals, value, velocity, win ratio
  • 9. 9 Sales & Distribution Strategy Sales & Marketing Development Plan Key metrics: CMRR – Committed Monthly Recurring Revenue; Customer Lifetime Value (CLV) Direct Sales Model Process Owner Key Performance Indicators Outside Sales team leader Qualified pipeline value, Sales cycle velocity, Sales win ratio Inside Marketing team leader Nurtured Leads converted to Opportunities, # deals, value, velocity, conversion rate eStore Website team leader Registrations, conversions, # deals, value, velocity, win rate
  • 10. 10 Sales & Distribution Strategy Sales & Marketing Development Plan Key metric: Value, Volume and Velocity of dealflow by Partner type Partner Strategy Topic Process Owner Key Performance Indicators Ecosystem Sales & Marketing See below Co-marketers Sales & Marketing Integrators Sales & Marketing Solution Sellers Sales & Marketing
  • 11. 11 Sales & Distribution Strategy Sales & Marketing Development Plan Key metrics: Customer Acquisition Cost; Changes in Value, Volume and Velocity at each stage Sales Pipeline Topic Process Owner Metrics CRM Sales / Marketing Qualified pipeline value, Sales cycle velocity, Sales win ratio Qualification Criteria Sales / Marketing Clear need? Likely to buy? Chance of winning? Good customer? Sales Process Development Sales / Marketing Ratio: MQLs / SALs (see Glossary –link below) Ratio: SALs / SQLs Sales Tools Sales / Marketing Registrations, conversions, # deals, value, velocity, win rate Glossary
  • 12. 12 Sales & Distribution Strategy Sales & Marketing Development Plan Key metric: Customer Acquisition Cost cool tool Sales Management Topic Process Owner Metrics Quota / Domain Math Sales & Marketing Qualified pipeline value, Sales cycle velocity, Sales win ratio (see Forecast documents) Territory Management Sales & Marketing Effective sales processes and products by Geography, Industry, Rep, Price Margin Incentive Plans Sales & Marketing Team and Individual plans / goals Sales Process Sales / Marketing Most effective process(es); process bottlenecks; most productive lead sources
  • 13. Account Development Customer Development Program Deployment Funnel Direct Partner Customer Asset Management Renewals Account Penetration Industry Penetration Satisfaction Referenceability Maintenance Renewal Existing Business Community Project Management Customer Development Program 13 Sales & Marketing Development Plan Get the file Co-Led Staff Augmentation Schedules & Milestones People Process Resources Rapid Deployment
  • 14. 14 Customer Development Sales & Marketing Development Plan Key metric: Customer Acquisition Cost / Lifetime Customer Value Project Management Topic Process Owner Metrics Schedules & Milestones Service & Installation Deal flow, project cycle People Project Leader Performance of Installer & support team; customer feedback Processes Project Leader Phased approach success, customer feedback Resources Sales / Marketing CRM, Inventory, eStore transaction records
  • 15. 15 Customer Development Sales & Marketing Development Plan Key metric: Value, Volume and Velocity at each deployment stage Deployment Funnel Method Process Owner Metrics Direct Service & Installation Deployment cycle analysis; use of FAQ, process docs Partner – co-led Project Leader Performance of Installer & support team; customer feedback Partner – staff augmentation Project Leader Performance of Installer & support team; customer feedback Resources Sales / Marketing CRM, Inventory, eStore transaction records
  • 16. 16 Customer Development Sales & Marketing Development Plan Key metrics: Churn Metrics (detailed above), Customer Lifetime Value Account Development Initiative Process Owner Metrics Account Penetration Service & Installation Product / service upsell; deployment expansion, key relationship health Industry penetration Sales & Marketing Accounts, references, referrals, campaign response trends / sources, support & forum sentiment Market Penetration Sales & Marketing Partners, references, referrals, campaign response trends / sources, support & forum sentiment
  • 17. 17 Customer Development Sales & Marketing Development Plan Key metrics: Customer Lifetime Value, Customer Churn Customer Asset Management Performance Factor Key Performance Indicators Satisfaction Correlate product use patterns by user, role, team, group, company , industry, geography, partner, product, service, etc. Referencability Engagement score – by user, role, team, group, company, industry, geography, partner, product / service, etc. Maintenance Product use patterns – success habits, distress signs, product roadmap inputs Renewal Engagement score – by user, role, team, group, company, industry, product / service Communities Score the value of a visit, share, follow, comment, post, join, registration, conversion, transaction, renewal, etc.
  • 18. Strategic Marketing Framework 18 Strategic Marketing Framework Sales & Marketing Development Plan Get the file Mission Strategy, Vision, Brands Total Accessible Market Segments Titles, Personae, Pain Top Targets 3rd Party Landscapes Differentiators Barriers Market Segmentation Ideal Customer Profile Competitive Landscape Positioning Messaging Value Proposition
  • 19. 19 Strategic Marketing Framework Sales & Marketing Development Plan Mission Performance Factor Key Performance Indicators Mission Why do we exist? Mission What do we stand for? Mission Who do we serve? Strategy What do we do better than anyone? How? Strategy How will we know we are succeeding? Vision Where are we going next? Why? Brands How will audiences recognize and relate to us? How will we relate to them? Unique Selling Proposition What do people hate about our market space? How do we solve those issues?
  • 20. 20 Strategic Marketing Framework Sales & Marketing Development Plan Market Segmentation Market Segment Key Differentiators (see Value Proposition) Peer Competitors SWOT analysis, unique brand value (e.g. prestige / practicality, brand- ness factors Upstream Competitors Positioning in value chain Downstream Competitors Positioning in value chain Share of Wallet Competitors Size of addressable market, scope of reach Competitive Differentiation SWOT analysis, unique brand value
  • 21. Ideal Customer Profiles (complete one of these slides for each segment) • Segments Geo, industry, size, other factors (see below) • Titles, Persona, Pain – If business: buyer role, purchase decision participation, org expectations, buying goals & concerns, technical sophistication – If consumer, consider: gender, age, marital status, online hangouts, likes/dislikes • Top Targets CXO / Influencer within target vertical, company, market, etc. 21 Strategic Marketing Framework Sales & Marketing Development Plan Key metrics: MQLs > SALs (Mktg Qualified Leads > Sales Accepted Leads) Glossary
  • 22. Competitive Landscape (complete this SWOT analysis for each major/minor competitor) • 3rd Party Landscape – Major / minor player name: ______________ • Strengths / Differentiators – What do we do uniquely well compared to direct, upstream and downstream competitors? • Weaknesses / Barriers • Opportunities • Threats Which competitors beat us most often, and why? 22 Strategic Marketing Framework Sales & Marketing Development Plan
  • 23. Value Proposition • Positioning – We do ____ for ____better than anybody else because we _____ . – For ….who want/need….we offer… We are better than alternatives, because…. Proof points:….(ROI examples) • Messaging – Neutralize “share of wallet” concerns with ROI proof 23 Strategic Marketing Framework Sales & Marketing Development Plan Key metrics at each funnel stage: downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  • 24. 24 Integrated Marketing Plan Web Properties PR / Analysts Audiences & Communities 24 Integrated Marketing Plan CRM / Automation Sales & Marketing Development Plan Get the file Traditional / offline Interactive / online Lead Generation & Engagement Content Models & Metrics Buyers Journey Review Analysis & Reporting Maintenance White Papers Data sheets, video ROI Tools Customer Testimonials Directors & Advisers Customers & Partners Employees & Members Public, Pro & Industry Promotional Transactional Blogs & Social Channels Resource Plan PR Plan Speaking Engagements Industry Analysts Financial Analysts/VC
  • 25. 25 Integrated Marketing Plan Sales & Marketing Development Plan *Interactive media: see next page Lead Generation & Engagement – Traditional * Medium Process Owner Metrics TV Response by type, conversion ratio, cycle speed, $ value Print – magazines, newspapers Response by type, conversion ratio, cycle speed, $ value Telesales / Inside Sales MQLs (Marketing Qualified Leads), rate / speed / value Directory / Prof Org. Response/type, rate/speed/value Direct mail Response / type, rate/speed/value Live events MQLs, rate/speed/value Radio Response / type, rate/speed/value Outdoor Response / type, rate/speed/value Glossary
  • 26. 2626 Integrated Marketing Plan Sales & Marketing Development Plan *Traditional media: see previous page Lead Generation & Engagement – Interactive * Medium Process Owner Metrics Website Owned Page visit, nav path, dwell time, source, Converts Landing page Owned Conversion, source Blog, microblog Owned Visit, share, follow, comment, post, join, convert Online Community Earned Visit, share, follow, comment, post, join, convert Online video Owned Visit, share, follow, forward, convert Social media Earned Visit, follow, share, convert Paid placement Earned Hit, click, visit, convert Mobile marketing Owned Open, click, forward, convert Email marketing Owned Open, click, respond, forward, convert SEO Earned Hit, click, convert Paid search listing Earned Hit, click, convert
  • 27. CRM / Automation • Models & Metrics awareness, interest, engagement, sales, profits, advocacy • Buyer Journey Review Funnel metrics, stage analysis, pipeline stats, conversions/revenue • Analysis & Reporting Execution on key metrics • Maintenance Data quality, richness and integration 27 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  • 28. Content • Calendar • Content (Data Sheets , Audio, Video, Testimonials) • Conversion tools & processes • Sales SLA (service level agreement) 28 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  • 29. Audiences & Communities • Directors & Advisers • Customers & Partners • Employees & Members • Public, Pro & Industry 29 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  • 30. Web Properties • Promotional • Transactional • Blogs & Social Channels • Resource Plan 30 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  • 31. PR / Analysts • PR Plan • Speaking Engagements • Industry Analysts • Financial Analysts / VC 31 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  • 32. 32 Sales & Marketing Development Plan Marketing : Sales : + + + + + + + + + + + + + + + + + + $ $ $ $ $ $ $ $ $ $ $ $ Value Volume Velocity Content Community Conversion ! Bonus! Aligning Sales & Marketing Each of the 9 boxes in this grid signifies an opportunity to align intersecting effort. Example: Content + Value Ask: How can Marketing create content that supports increased Value of each sale? How can the value of each sale inform the creation of supportive content? For a quick tutorial article, click here: http://wp.me/pIplj-l8
  • 33. 33 Glossary CMRR = Committed Monthly Recurring Revenue CLV = Customer Lifetime Value CRM = Customer Relationship Management software (example: Salesforce.com) SAL = Sales Accepted Lead – a Lead from Marketing that Sales approves (SLA) SLA = Service Level Agreement – an agreement between to entities SQL = Sales Qualified Lead – a SAL that has been deemed “pipeline-worthy” by Sales
  • 34. 34 Get the file for yourself or a friend Sales & Marketing Development Plan Get a free copy of this outline as a native Powerpoint (.ppt) file that you can customize to suit your own sales and marketing programs. Great for training too! Send a question, idea or comment Ed Alexander Chief Digital Consultant how customers happen