The document is a Sales & Marketing Development Plan template that outlines four major parts: Sales and Distribution Strategy, Customer Development Program, Strategic Marketing Framework, and Integrated Marketing Plan. It provides sample content and suggested key performance metrics for each section to help users develop their own customized plan. The template comes as a PowerPoint file that can be tailored for a user's specific needs.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Debbie Baxter helps entrepreneurs develop a winning business development strategy. For leaders of start-up teams who want to demystify the selling process.
Learn four things in this session:
1. How to develop your value proposition
2. How to organize your sales process
3. Options for deal structure
4. Tips on closing techniques.
Part of the MaRS Best Practices Series
http://www.marsdd.com/events/details.html?uuid=3b743f00-3696-4c71-91e3-887306c275e1
Is your sales team ready to tackle a new fiscal year? Follow The Startup Seller's guide to Sales Planning to ensure you're ready to hit the ground running next year!
Presentation I have done in a Sloan software class on sales, sales management, and sales strategy. Particularly applicable to companies doing b2b selling.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
2019 may feel far away, but now is the perfect time to start planning for it. Join Joe Gelata, VP of Business Operations at Axonify, as he discusses strategies for:
- Capacity planning
- Building predictive funnel models
- Target setting
- Territory development
- Rep compensation
Whether you do these yourself or work with Sales Ops, it’s important to understand each in order to setup your team for success next year. Joe will discuss high-level strategy and tactical execution of each component including how it can be done, things to consider, pitfalls to avoid, and how to align with the rest of your organization.
Presenting this set of slides with name - Sales Strategy Powerpoint Presentation Slides. Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of twenty six slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
Account Based Sales for Key Account GrowthRevegy, Inc.
According to SiriusDecisions, the recent buzz around account based sales reflects a long overdue need to enhance the way companies do account management...by breaking out of the status quo and exploring new, innovative approaches to the age-old concept of account planning, companies like Oracle are driving immediate pipeline growth from their most strategic customers.
Learn how world-class sales organizations are applying modern, account-based selling techniques to grow existing revenues:
The critical missing element that prevent account teams from discovering more immediate revenue opportunities
Why traditional approaches to account planning fail and what the most successful programs have in common
The best practices framework that companies like Oracle, JDA and BlackLine use to drive organic growth
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Demand Metric's Playbooks provide frameworks with links to actionable research, tools, templates and training to help organizations operationalize best practices for Marketing.
Debbie Baxter helps entrepreneurs develop a winning business development strategy. For leaders of start-up teams who want to demystify the selling process.
Learn four things in this session:
1. How to develop your value proposition
2. How to organize your sales process
3. Options for deal structure
4. Tips on closing techniques.
Part of the MaRS Best Practices Series
http://www.marsdd.com/events/details.html?uuid=3b743f00-3696-4c71-91e3-887306c275e1
Is your sales team ready to tackle a new fiscal year? Follow The Startup Seller's guide to Sales Planning to ensure you're ready to hit the ground running next year!
Presentation I have done in a Sloan software class on sales, sales management, and sales strategy. Particularly applicable to companies doing b2b selling.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Sales strategy example when deciding how to achieve sales growth. Real sales planning and sales strategies are founded on “Business Purpose”. Regardless of what sales strategy example you select, consider the fact that history has shown us that the No.1 sales and business killers are lack of market.
2019 may feel far away, but now is the perfect time to start planning for it. Join Joe Gelata, VP of Business Operations at Axonify, as he discusses strategies for:
- Capacity planning
- Building predictive funnel models
- Target setting
- Territory development
- Rep compensation
Whether you do these yourself or work with Sales Ops, it’s important to understand each in order to setup your team for success next year. Joe will discuss high-level strategy and tactical execution of each component including how it can be done, things to consider, pitfalls to avoid, and how to align with the rest of your organization.
Presenting this set of slides with name - Sales Strategy Powerpoint Presentation Slides. Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of twenty six slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
Account Based Sales for Key Account GrowthRevegy, Inc.
According to SiriusDecisions, the recent buzz around account based sales reflects a long overdue need to enhance the way companies do account management...by breaking out of the status quo and exploring new, innovative approaches to the age-old concept of account planning, companies like Oracle are driving immediate pipeline growth from their most strategic customers.
Learn how world-class sales organizations are applying modern, account-based selling techniques to grow existing revenues:
The critical missing element that prevent account teams from discovering more immediate revenue opportunities
Why traditional approaches to account planning fail and what the most successful programs have in common
The best practices framework that companies like Oracle, JDA and BlackLine use to drive organic growth
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Demand Metric's Playbooks provide frameworks with links to actionable research, tools, templates and training to help organizations operationalize best practices for Marketing.
Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
This was a presentation I gave at Siebel Customer World.
Presentation was given before most marketing operations companies existed. It had two goals:
1) To explain what Siebel does to improve marketing ROI, effectiveness, and efficiency.
2) Cover detail on how we manage the people, process, and technology responsible for the marketing department's goals, budgets, target audiences, segments, campaigns, leads, and overall performance.
Parth\'s in it\'s endeavour to manage sales effectively with real time communication tools ,developed the crm,which will guide companies towards excellence in customer relationship.
Total Customer Experience Management Overview #TCE #CEM -- The Why, What and...Stephen King
This is a presentation we put together for our TCELab Sales Affiliates and Partners -- explains an overview of Total Customer Experience Management, Why your customer's CEO's will love it, your opportunity, and how TCELab's products and services fit into the CEM / Big Data / Customer Loyalty Space
Measuring the Effectiveness of B2B MarketingHileman Group
Measuring the business impact of digital marketing efforts continues to be one of the biggest struggles in B2B. Learning how to effectively measure these campaigns will help ensure the success of your team and organization. View this presentation to learn how to integrate data, measure ROI and more in order to improve your B2B marketing efforts.
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
Building Blocks of Sales Enablement - 2018 SES ConferenceMike Kunkle
This are the slides from my presentation at the 2018 Sales Enablement Society Conference on "The Building Blocks of Sales Enablement: A Systems Thinking Approach to Sales Performance Improvement"
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
Search Engine Results: The Best Measure? Fan Foundry
Learn the basic evergreen SEO tactics that defy algorithm changes. Experiment with creating Lead Magnet emails that outperform. Look into future trends that could affect your business fortunes. It's all in here. Enjoy!
Standout presentation by Endicott College's F.U.E.L. (on-campus venture incubator) student team to public audience at North Shore Tech Council (www.nstc.org) April 26 2017 breakfast briefing. In collaboration with Tech Coalition of the North Shore, Endicott College, North Shore Workforce Investment Board, North Shore Alliance for Economic Development, Enterprise Center at Salem State University, and North Shore Innoventures.
Linked in means business - a free downloadable playbookFan Foundry
Learn Social Selling, amp up your Networking, and get updated insights on:
- Career Management
- Content marketing
- Brand journalism
- Profile enrichment
- Group management
- Lead generation
- Company pages
... and more.
Be sure to download it (it's free) so you can make use of the embedded menu, navigation features and resource links. Subscribe to receive quarterly updates!
In the effort to meet the challenges of the digital age - social, mobile and always on - many business transformation efforts fall short, and some even fail. Our own client project results greatly exceed analysts' reported results across a variety of industries. How can you ensure yours is successful? Here we distill some common aspects of success, shared by our clients, into a set of essential conversations you may wish to consider for for your organization.
North Shore Tech Council's second annual S.T.E.M. Scholarship Sports Outing and Banquet was held June 2014 at Kernwood Country Club in Salem, MA. Enjoy this slide show recapping the events of the day.
People are talking. Listen! The open nature of Social channels helps you build Customer Lifetime Value by observing and cultivating Share of Voice, Sentiment, Influence, Perceptions, Channels, Products, Markets, Brand Value and more. This, in turn, helps you win customers, advocates, partners, allies, talent. Here are some customer results that illustrate key questions that can help you identify and act on the opportunity.
Make sustainability sustainable (preview)Fan Foundry
Marketing "green" products often backfires because, much as we'd like all buyers to follow the altruistic "because green is better" thinking, other unaddressed factors intervene to short circuit that thinking, with the result that sustainable solutions fail to gain traction in the hearts and minds of buyers. But it doesn't have to be that way.
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
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