SlideShare a Scribd company logo
Rich Rudolph 
EVP of Sales, MobilePaks 
Prior: Sage Software, Keynote Systems and WebTrends 
John Harrison 
EVP Operations, Product & Client Experience at MobilePaks 
Prior: Webtrends, Yesmail and Symantec 
J&R
Lost sales 
$$$ and 
productivity 
Marketing Automation Tools 
Generate interest in a selling conversation 
Customer Relationship Management (CRMs) Document selling conversations 
Administer lead management process 
Administer opportunity management process 
Effectiveness Gap 
No scalable support infrastructure 
J&R
1.66% of enterprises have more than 6 content repositories 
2.Sellers waste 7 hours per week looking for information 
3.60-70% of marketing content is never used by salespeople 
4.Salespeople retain only 10% of training 
5.Sales managers agree the #1 reason for not hitting quota is inability to articulate value 
Customer Relationship Management (CRMs) Document selling conversations 
Marketing Automation Tools 
Generate interest in a selling conversation 
Customer Relationship Management (CRMs) Document selling conversations 
Effectiveness Gap 
No scalable support infrastructure 
Administer lead management process 
Administer opportunity management process 
J&R
CRM systems are “not helpful” in critical selling moments. 
Only 33% of training is retained after 1 day. 
60-70% of marketing content is not used by sales. Instead, they use their own PPT, documents, emails, strategies. 
45% of Marketing and Sales Investment is Wasted 
J&R
In 2014, 73% of B2B marketers are producing more content than they were a year ago. 
—CMI/Marketing Profs 2014 B2B Content Marketing Report
stops the effectiveness Gap 
Sales Enablement Effectively delivering relevant content when needed 
Marketing Enablement Developing more effective conversation content 
Marketing Automation Tools 
Generate interest in a selling conversation 
Customer Relationship Management (CRMs) Document selling conversations 
Administer lead management process 
Administer opportunity management process
Smart, context-aware technology that recommends the most relevant content and support at the exact right time 
Auto recommends relevant support by sales stage, prospect info, sales behavior and manager recommendations, etc. 
J&R
Email and CRM vs. diverting attention and adding distractions 
Why send them to another portal or LMS? 
Feedback mechanisms to help inform managers
J&R
“The salesperson’s inability to communicate value during customer interactions is perceived as the greatest inhibitor to sales success.” 
—SiriusDecisions 
R
Support aids that help Sellers learn, retain and use information to drive better selling conversations
Push/pull 
Fit into their daily activities 
Short and engaging – five minutes or less 
One interaction every 45 seconds 
Space for reinforcement 
Applying relevant knowledge directly after learning it boosts retention to 
90%
Oh, wait, four times. OK.
R
•Modular and on-demand 
•Auto recommended according to relevance 
•Short, engaging and easy to digest. 
•Available on any device 
•Tracks feedback and usage to drive improvement
How useful is this to your selling activity? 
Quick rating: 1-5 star after each asset use 
Open text feedback for suggestions and comments
Convert the 7 hours per week of searching to prospecting and selling time. 
For every 50 Salespeople, that equates to 4 more sales reps. 
R
Please let us know if you have any questions. 
Sign up for the rest of the Super September Series at www.mobilepaks.com/SuperSeptember. 
For more information, contact us at info@mobilepaks.com.

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Plugging the Effectiveness Gap Between Sales and Marketing

  • 1.
  • 2. Rich Rudolph EVP of Sales, MobilePaks Prior: Sage Software, Keynote Systems and WebTrends John Harrison EVP Operations, Product & Client Experience at MobilePaks Prior: Webtrends, Yesmail and Symantec J&R
  • 3. Lost sales $$$ and productivity Marketing Automation Tools Generate interest in a selling conversation Customer Relationship Management (CRMs) Document selling conversations Administer lead management process Administer opportunity management process Effectiveness Gap No scalable support infrastructure J&R
  • 4. 1.66% of enterprises have more than 6 content repositories 2.Sellers waste 7 hours per week looking for information 3.60-70% of marketing content is never used by salespeople 4.Salespeople retain only 10% of training 5.Sales managers agree the #1 reason for not hitting quota is inability to articulate value Customer Relationship Management (CRMs) Document selling conversations Marketing Automation Tools Generate interest in a selling conversation Customer Relationship Management (CRMs) Document selling conversations Effectiveness Gap No scalable support infrastructure Administer lead management process Administer opportunity management process J&R
  • 5. CRM systems are “not helpful” in critical selling moments. Only 33% of training is retained after 1 day. 60-70% of marketing content is not used by sales. Instead, they use their own PPT, documents, emails, strategies. 45% of Marketing and Sales Investment is Wasted J&R
  • 6. In 2014, 73% of B2B marketers are producing more content than they were a year ago. —CMI/Marketing Profs 2014 B2B Content Marketing Report
  • 7.
  • 8. stops the effectiveness Gap Sales Enablement Effectively delivering relevant content when needed Marketing Enablement Developing more effective conversation content Marketing Automation Tools Generate interest in a selling conversation Customer Relationship Management (CRMs) Document selling conversations Administer lead management process Administer opportunity management process
  • 9. Smart, context-aware technology that recommends the most relevant content and support at the exact right time Auto recommends relevant support by sales stage, prospect info, sales behavior and manager recommendations, etc. J&R
  • 10. Email and CRM vs. diverting attention and adding distractions Why send them to another portal or LMS? Feedback mechanisms to help inform managers
  • 11. J&R
  • 12. “The salesperson’s inability to communicate value during customer interactions is perceived as the greatest inhibitor to sales success.” —SiriusDecisions R
  • 13. Support aids that help Sellers learn, retain and use information to drive better selling conversations
  • 14. Push/pull Fit into their daily activities Short and engaging – five minutes or less One interaction every 45 seconds Space for reinforcement Applying relevant knowledge directly after learning it boosts retention to 90%
  • 15. Oh, wait, four times. OK.
  • 16. R
  • 17. •Modular and on-demand •Auto recommended according to relevance •Short, engaging and easy to digest. •Available on any device •Tracks feedback and usage to drive improvement
  • 18.
  • 19.
  • 20. How useful is this to your selling activity? Quick rating: 1-5 star after each asset use Open text feedback for suggestions and comments
  • 21.
  • 22. Convert the 7 hours per week of searching to prospecting and selling time. For every 50 Salespeople, that equates to 4 more sales reps. R
  • 23. Please let us know if you have any questions. Sign up for the rest of the Super September Series at www.mobilepaks.com/SuperSeptember. For more information, contact us at info@mobilepaks.com.

Editor's Notes

  1. Amount of B2B content being produced now vs. 5 to 10 years ago
  2. MobilePaks’ relevance engine™ coupled with deep expertise in the science of retention mobilizes sales to receive impactful information for decision-making at the moment it matters – to clients, prospects, and conversations. The MobilePaks Relevance Engine™ + deep expertise in the science of retention = impactful information for decision-making and selling conversations at the moment it matters
  3. Playbooks: information-rich resources, but when they are massive presentations or PDFs—inconvenient to access and difficult to use/find relevant information.
  4. Employees will start to look for their own solutions to getting their jobs done while being “mobile first,” which may not be up to snuff for the organization in terms of security standpoint or messaging quality. Imagine how impactful it would be if your reps could access it on their mobile devices in their moment of need