The document discusses how sales and marketing teams can drive growth when aligned and inhibit growth when not aligned. It provides examples of how misalignment between sales and marketing can negatively impact key metrics like proposal conversion rates and customer churn. The document recommends giving marketing a sales quota to align responsibilities and incentives between the teams. It also suggests conducting workshops to assess the current relationship, get feedback, create a common plan with shared performance indicators, and provide support to execute the new alignment.

1. Productivity
through
effectiveness
The Ultimate Sales Executive Resource
Does Your Sales & Marketing Tandem
Drive or Inhibit Growth?
Christian Maurer
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

2. Drive or Inhibit Growth?
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

3. Growth Inhibitors
Execution lets the strategy down Data doesn’t tell you what to change
The perspective gap Sales and marketing are on different planets
© Graphics: MathMarketing
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

4. Pains of Marketing & Sales Being on Different Planets
Sales Aligned X
Constraint Sales Not aligned X -5%
Growth Rate
t
o Suboptimal Proposal Proposal -38%
Conversion Rate
ed ne d
t align Alig
No
+36%
o High Customer Churn Customer
Rate Base
e d ne d
ign Alig
t al
No
Source: MathMarketing and MarketingProfs study (2005) of 1400 businesses from 84 countries
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

5. Align Sales and Marketing with a Common Plan
Different Common
Responsibilities Set of Performance
Indicators
Marketing
Sales
Give Marketing a Sales Quota!
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

6. How to Give Marketing a Sales Quota
© Graphics: MathMarketing
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

7. © Graphics: MathMarketing
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

8. The Triad to Success
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

9. How to Get there
• Assessment
• Mini-Workshop (Feedback & Proposed Actions)
• Planning and/or Education Workshop
• Execution Support
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

10. Productivity
through
effectiveness
The Ultimate Sales Executive Resource
c_a_maurer@ceoexpress.com
Accredited Funnel Coach
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved