Sales and Marketing Collaboration
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Why can't we all just get along? - Sales and Marketing in Web 2.0 World Social media tools and techniques can go along way in helping sales and marketing collaborate to optimize sales efficiency to drive high-velocity, high-volume, and high-value transactions. Smart customers want smart salespeople who can engage in an intelligent conversation about how the product or services offered can address the challenges and opportunities faced by the customer. Applying Web 2.0 best practices can help build knowledgeable marketing and sales teams who build strong relationships through openess, flexibility, authenticity and transparency. Internal and external collaborative workspaces and social networks can make sales people smarter and give marketing folks real world feedback they can use to target and hone sale ready messaging and tools. Topics: • Easing the tension between Marketing and Sales • An overview of Web 2.0 tools and techniques for sales • How Web 2.0 can make sales people smarter • How internal and external collaborative platforms make marketing more effective • Getting started
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Sales and Marketing Collaboration
- 1. WHY CAN’T WE WHY CAN’T WE ALL JUST GET ALONG?
- 2. MANAGED MANAGED CORPCOM & CO CO & MARCOM FOR MORE THAN TWO MORE THAN TWO DECADES
- 3. AND BEEN IN ON AN N IN ON ALL OF THESE CONVERSATIONS
- 4. WE’RE LAUNCHING AN INNOVATIVE, ROBUST SCALABLE SOLUTION WITH SCALABLE SOLUTION WITH INTEGRATED ANALYTICS FOR INTEGRATED ANALYTICS FOR MISSION CRITICAL SS O C C APPLICATIONS
- 5. WHAT SALES HEARS: NEW PRODUCT BLAH BLAH BLAH BLAH BLAH BLAH BIGGER QUOTA BIGGER QUOTA
- 7. I HAVE A MEETING I HAVE A MEETING IN 30 MINUTES. IN 30 MINUTES CAN YOU SEND ME THE LATEST PRESENTATION?
- 9. THESE SLIDES SUCK. THESE SLIDES SUCK I’LL MAKE MY OWN ’ FOR THE MEETING
- 10. DID YOU SEE THOSE SLIDES? HE JUST SOLD VAPOR & THE LOGO DOESN’T HAVE ENOUGH WHITESPACE TO BREATHE.
- 11. MARKETING MARKETING WORRIES MORE WORRIES MORE ABOUT LOGOS THAN CUSTOMERS
- 12. WE GIVE THEM WE GIVE THEM THOUSANDS OF LEADS THOUSANDS OF LEADS AND THEY NEVER AND THEY NEVER FOLLOW UP FOLLOW UP
- 13. THESE THESE LEADS SUCK LEADS SUCK
- 14. THERE S A BETTER WAY THERE’S A BETTER WAY
- 15. WEB 2.0 TOOLS WEB 2 0 TOOLS FOR SALES AND FOR SALES AND MARKETING
- 16. LISTENING DISCOVERING SHARING EXECUTING
- 18. ON DEMAND ON DEMAND SALES READY TOOLS SALES READY TOOLS
- 21. SMART SMART CUSTOMERS WANT SMART WANT SMART^ SALESPEOPLE
- 22. CUSTOMERS ONLY CUSTOMERS ONLY WANT 5 THINGS WANT 5 THINGS
- 23. IMPROVE THEIR IMPROVE THEIR BUSINESS
- 27. AND THEY WANT AND THEY WANT USEFUL, CONCISE, USEFUL CONCISE TRANSPARENT TRANSPARENT CONVERSATIONS
- 28. KNOWLEDGE SALES NEEDS INFORMATION SALES NEEDS INFORMATION SALES NEEDS INFORMATION ^ Internal information: Product information: Account details Application Contact info Use cases formation ormation Account history FBA Interactions Pricing usiness Info stomer Inf External information: Market information: Business objectives Strategy Business requirements Business requirements Cus Positioning P ii i Bu Competitive pressures Competition Decision makers Industry dynamics Decision process
- 29. direct marketing phone calls marketing email ki il customer meetings marketing events prospect meetings advertising networking/referrals PR Information analyst relations sales email channels marketing sales web content Web lead capture industry customer & prospect marketing communities communities communities industry news y customer & prospect customer & prospect marketing blogs k i bl news industry blogs marketing social customer blogs media industry social customer social customer social media media
- 30. SET UP LISTENING POSTS INDUSTRY TRENDS BRAND PERCEPTIONS COMPETITIVE DEVELOPMENTS CUSTOMER DEVELOPMENTS
- 33. “IT’S LIKE HAVING A CONVERSATION WITH YOUR CUSTOMER ONLY YOUR CUSTOMER ONLY THEY DON T KNOW THEY DON’T KNOW YOU VE TALKED TO THEM. YOU’VE TALKED TO THEM.”
- 34. CASE STUDIES BLOG POSTS 3RD PARTY ARTICLES PARTY ARTICLES PRODUCT NEWS VIDEOS & PODCASTS RESEARCH REPORTS COMPANY NEWS TWEETS WEBINAR/EVENTS RELEVANT REASON RELEVANT REASON TO REACH OUT TO REACH OUT BUILD A LIBRARY
- 35. PERSONALIZED PERSONALIZED EMAIL TO A EMAIL TO A PROSPECT FROM PROSPECT FROM SALES CONTACT IS SALES CONTACT IS 4X MORE LIKELY TO 4X MORE LIKELY TO BE OPENED BE OPENED
- 36. IN THE REAL WORLD IN THE REAL WORLD 2. Article on CSC 4. Check Salesforce.com – 3. Check blog – leave Collaborative Enterprise Stu Downes is contact comment – subscribe received in feed reader ece ed eed eade to blog to blog 6. Got the meeting 5. Reach out to talk about AND THE DEAL! AND THE DEAL! connection between CSC & ti b t CSC & Attensa
- 40. ON DEMAND ON DEMAND SALES READY TOOLS SALES READY TOOLS
- 41. MARKETING NEEDS HELP 90% OF THE TOOLS THEY CREATE AREN’T USED Source: American Marketing Association
- 45. EASY TO FIND STUFF EASY TO FIND STUFF SEARCH SPACES TAGS
- 46. EASY TO SHARE STUFF EASY TO SHARE STUFF
- 48. WHERE YOU WANT IT ON THE WEB ON THE WEB IN FEED READER OR EMAIL ON A PHONE
- 49. EASY TO SEE WHAT WORKS COMMENTS COMMENTS & METRICS
- 51. “I LOVE SPENDING “I LOVE MAKING TONS OF MONEY TONS OF MONEY IRRELEVANT IRRELEVANT GENERATING LEADS CALLS TO PEOPLE FROM PEOPLE WHO FROM PEOPLE WHO WHO DON’T WHO DON’T AREN’T CARE.” INTERESTED.”
- 52. THEY’RE NOT LEADS ’
- 53. UNTIL THEY ARE
- 54. IF YOU DON’T HAVE A MACRO VIEW OF YOUR LEADS, GET ONE
- 55. PUT AS MUCH EMPHASIS ON THE LEAD FUNNEL AS YOU DO ON THE SALES FUNNEL
- 56. MARCOM CLOUT SALES OPS WEB MARKETING HUDDLE TOP PERFORMER CLOUT INSIDE SALES CLOUT INTRANET CLOUT EXECUTIVE EXECUTIVE EXECUTIVE EXECUTIVE SPONSOR SPONSOR
- 57. DEFINE: LEAD
- 58. IT S ALL ABOUT TALKING IT’S ALL ABOUT TALKING TEAMS THAT HUDDLE HAVE HIGHER ROI COLLABORATIVELY DEFINE: SALES READY LEAD DEFINE THE PROCESS: QUALIFY – FILTER – NURTURE – HAND TO SALES NURTURE HAND TO SALES FOCUS ON MARKETING PROGRAMS THAT BUILD RELATIONSHIPS THAT BUILD RELATIONSHIPS
- 59. NEXT 3 QUESTIONS FOR THE HUDDLE 1. WHAT DOES A MAP OF THE CUSTOMER DECISION PROCESS LOOK LIKE? 2. WHAT DOES THE CONVERSION PROCESS WHAT DOES THE CONVERSION PROCESS LOOK LIKE? 3. HOW CAN WE CLOSE THE LOOP ON EACH 3 HOW CAN WE CLOSE THE LOOP ON EACH SALES LEAD GENERATED?
- 60. TAKE MARCOM PEOPLE ON SALES CALLS. WATCH THEM GET HIT WITH WATCH THEM GET HIT WITH THE WAKE UP STICK.
- 62. SERIOUS ROI ORDER SIZE 21% NUMBER OF WINS 21% FORECAST ACCURACY FORECAST ACCURACY 30% IMPROVEMENT 22% SALES CYCLE TIME Source: Escaping the Blackhole: Minimizing the Damage from the Marketing and Sales Disconnect Robert Schmonzees 2005
- 64. READERS ARE LEADERS: Lead Generation for the Complex Sale, Brian Carol 2006 http://www.amazon.com/exec/obidos/ASIN/0071458972/startwithalea‐20 // / / / / / BLOGS NOT BOOKS BLOGS NOT BOOKS B2B LEAD GENERATION BLOG http://blog.startwithalead.com/ COMMENTARY ON SALES LEADERSHIP http://davesteinsblog.wordpress.com/ CUSTOMER CENTRIC SELLING BLOG http://www.customercentric.com/blog/
- 65. scott niesen marketing practitioner gp scott.niesen@comcast.net twitter: sniesen twitter: sniesen marketinggoon.wordpress.com