The document discusses the importance of aligning sales and marketing teams, noting that only 8% of companies have achieved this alignment. Key factors include defining rules of engagement and establishing a coherent buying vision to better address customer needs. The presentation aims to provide insights on how to develop effective messaging, tools, and skills to enhance collaboration between marketing and sales.

1. Getting Marketing & Sales to Perform Well Together

2. Tim Riesterer
Chief Strategy Officer
Corporate Visions

3. Marketing and Sales Alignment…
WE ALL WANT IT, RIGHT?

4. [Sales & Marketing] alignment is on the top of
every CEO’s agenda.
Source: Forbes, May 2011

6. Marketing and Sales Alignment…
SO, HOW ARE WE DOING?

7. How Sales views Marketing

8. How Marketing views Sales

9. …only 8 percent of companies have achieved
sales and marketing alignment
Source: Forrester Research

10. Marketing and Sales Alignment…
WHAT’S THE PROBLEM?

11. …only 14 percent have actually defined the rules
of engagement
Source: Forrester Research

12. “The average tenure of Senior-most Marketing
and Sales Executives is around two years.”

13. Marketing and Sales Alignment…
SO, WHY DO WE NEED IT?

14. I2Y

17. Marketing and Sales Alignment
is key to Execution

18. WHAT WILL IT TAKE?
How do you get Marketing and Sales
to perform well together?

19. It takes someone with a vision to be different

21. 360 o View
CMO CSO
S ales ent General
Managem
Ena blem ent

22. Marketing and Sales Alignment…
HOW’S THIS CONFERENCE
DIFFERENT?

23. Step back from all the noise

24. Sales &
L W T Marketing
Alignment
O L F ! Game
P D Q
S A S
E O A
S Q P
S L S A
L A L
M Q L

25. Eloqua
Marketo
Hubspot
op G enius
Sil verP
Hoover’s
In side View
SAVO
Brainshark
S alesforce

29. Where’s the soul?

30. Get customers to choose you

31. Marketing and Sales Alignment…
HOW DO YOU GET
CUSTOMERS TO
CHOOSE YOU?

32. You seek the answer…

33. Customers care about themselves

34. Establishing a Buying Vision
65 % 35 %
Buying Vision Bake-Off
-3 -2 -1 +1 +2 +3
Status Quo Identify Define Identify Review Make
Threatened New Needs Solution Viable Vendors Approaches Decision
“Why Change?” “Why Us”
Your Desired Outcomes Why our offerings
are at-risk and here’s are better than
how you can fix that the competition
BRING MONEY IN TAKE MONEY OUT

35. How do you create a buying vision?
Buying
? Vision

38. Do you have a music problem?

39. I don’t have a music problem!

40. Maybe a 10 CD changer?

41. 1000 songs in your pocket

42. …I DID HAVE A MUSIC PROBLEM!

43. Marketing and Sales Alignment…
WHAT DO YOU NEED
TO DO DIFFERENT?

44. Inhibitors to Achieving Quota
24.3 26
21.4
16
13.3
Insufficient Poor Sales Too Many Information Inability to
Leads Skills Products to Gap Communicate
Know (Industry, Value Messages
Solution, Etc.)
Source: SiriusDecisions PMM Survey

45. Establishing a Buying Vision
65 % 35 %
Buying Vision Bake-Off
-3 -2 -1 +1 +2 +3
Status Quo Identify Define Identify Review Make
Threatened New Needs Solution Viable Vendors Approaches Decision
“Why Change?” “Why Us”
Your Desired Outcomes Why our offerings
are at-risk and here’s are better than
how you can fix that the competition
BRING MONEY IN TAKE MONEY OUT

46. Customer Conversation Continuum
-3 -2 -1 +1 +2 +3
Status Quo Identify Define Identify Review Make
Threatened New Needs Solution Viable Vendors Approaches Decision
Create a Buying Vision Differentiate Your Solution
MARKETING
SALES

47. A customer conversation system is needed
Customer Conversations
Messages Tools Skills
DEVELOP DEPLOY DELIVER
Messages Tools that Conversations
that Matter Get Used that Win
MARKETING SALES
Integrated
Approach

48. YOUR THREE QUESTIONS
1) How must our messages be different?
You will see how…
2) How must our tools be different?
You will learn how…
3) How must our skills be different?
Walk away with ability to…

49. Get customers to choose you

50. Presentation Summaries,
Slide Downloads, Videos, Photos
www.Conference.CorporateVisions.com
Getting Marketing & Sales to Perform Well Together