Sales People Are From Mars

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This is the deck from Elizabeth Williams' discussion around why sales and marketing can't get along. Presented at Edelman Toronto on April 21, 2016.

Marketing

Sales People are from Mars or Maybe the
Zombie Apocalypse
#BtoBPOV

How Marketing &
Communications
Sees Itself
#BtoBPOV

How Sales Sees Marketing &
Communications
#BtoBPOV

How Marketing &
Communications Sees Sales
#BtoBPOV

How Sales Sees Product Development
#BtoBPOV

How Product Development Sees Sales
#BtoBPOV

How Sales Sees Shipping and Installation
#BtoBPOV

How Shipping and Installation & Installation Sees Sales
#BtoBPOV

How Sales Sees Customer Service
#BtoBPOV

How Customer Service Sees Sales
#BtoBPOV

How Sales Thinks Marketing &
Communications Sees Sales
#BtoBPOV

How Sales Thinks Product Development Sees Sales
#BtoBPOV

How Sales Thinks Installation Sees Sales
#BtoBPOV

How Sales Thinks Customer Service Sees Sales
#BtoBPOV

How Marketing & Communications Thinks
Sales Views Marketing & Communications
#BtoBPOV

How We Ought to View Sales
Goal-oriented Risk-tolerantNot afraid of no
#BtoBPOV

Unfortunate Reality #1
Sales is coin-operated.
#BtoBPOV

Unfortunate Reality #2
Your content and social
isn’t useful (until it is).
Source: LinkedIn
85% don’t use
marketing content
90% of sales people say
they can’t find relevant
content
#BtoBPOV

Unfortunate Reality #3
Your leads are crap.
87% of sales people think they do a good job
following up on leads from marketing
Source: hubspot #BtoBPOV
64% of marketing people think sales does a
good job following up on leads from
marketing
59% of marketers have no formal
agreement with sales, re roles and
responsiblites

Unfortunate Reality #4 Marketers don’t
always know who
they’re marketing to.
Source: hubspot
41% of marketers don’t’ use
personas at all
5% of marketers believe they
pass quality leads to sales
6% of sales people believe they
get quality leads from
marketing
#BtoBPOV

Unfortunate Reality #5
Marketing is having the
first conversation with the
customer.
#BtoBPOV

Unfortunate Reality #6
You need to make this whole thing work anyway.
#BtoBPOV

Things to Ponder
• Is a little tension a good thing?
• Do we need a pre-nuptial agreement? SLAs? Lead definitions? Common
tools? Shared analytics? L2R (lead-to-revenue) frameworks?
• Does marketing still need to market marketing to sales?
• Are Canadian subs of foreign companies more or less prone to strife?
• Is Account Based Marketing going to save us all?
• How about predictive analytics?
• How do we bridge the gap?
#BtoBPOV

Elizabeth Williams
Tweets @bizmkter
Rants @ BizMarketer.org
Emails @ ewilliams@candlerchase.com
Talks on the phone @ 647-921-4489
#BtoBPOV

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Sales People Are From Mars

1. Sales People are from Mars or Maybe the Zombie Apocalypse #BtoBPOV

2. It’s a self-image thing. #BtoBPOV

3. How Sales Sees Itself #BtoBPOV

4. How Marketing & Communications Sees Itself #BtoBPOV

5. How Sales Sees Marketing & Communications #BtoBPOV

6. How Marketing & Communications Sees Sales #BtoBPOV

7. How Sales Sees Product Development #BtoBPOV

8. How Product Development Sees Sales #BtoBPOV

9. How Sales Sees Shipping and Installation #BtoBPOV

10. How Shipping and Installation & Installation Sees Sales #BtoBPOV

11. How Sales Sees Customer Service #BtoBPOV

12. How Customer Service Sees Sales #BtoBPOV

13. How Sales Thinks Marketing & Communications Sees Sales #BtoBPOV

14. How Sales Thinks Product Development Sees Sales #BtoBPOV

15. How Sales Thinks Installation Sees Sales #BtoBPOV

16. How Sales Thinks Customer Service Sees Sales #BtoBPOV

17. How Marketing & Communications Thinks Sales Views Marketing & Communications #BtoBPOV

18. How We Ought to View Sales Goal-oriented Risk-tolerantNot afraid of no #BtoBPOV

19. Unfortunate Reality #1 Sales is coin-operated. #BtoBPOV

20. Unfortunate Reality #2 Your content and social isn’t useful (until it is). Source: LinkedIn 85% don’t use marketing content 90% of sales people say they can’t find relevant content #BtoBPOV

21. Unfortunate Reality #3 Your leads are crap. 87% of sales people think they do a good job following up on leads from marketing Source: hubspot #BtoBPOV 64% of marketing people think sales does a good job following up on leads from marketing 59% of marketers have no formal agreement with sales, re roles and responsiblites

22. Unfortunate Reality #4 Marketers don’t always know who they’re marketing to. Source: hubspot 41% of marketers don’t’ use personas at all 5% of marketers believe they pass quality leads to sales 6% of sales people believe they get quality leads from marketing #BtoBPOV

23. Unfortunate Reality #5 Marketing is having the first conversation with the customer. #BtoBPOV

24. Unfortunate Reality #6 You need to make this whole thing work anyway. #BtoBPOV

25. Things to Ponder • Is a little tension a good thing? • Do we need a pre-nuptial agreement? SLAs? Lead definitions? Common tools? Shared analytics? L2R (lead-to-revenue) frameworks? • Does marketing still need to market marketing to sales? • Are Canadian subs of foreign companies more or less prone to strife? • Is Account Based Marketing going to save us all? • How about predictive analytics? • How do we bridge the gap? #BtoBPOV

26. Thank You #BtoBPOV

27. Elizabeth Williams Tweets @bizmkter Rants @ BizMarketer.org Emails @ ewilliams@candlerchase.com Talks on the phone @ 647-921-4489 #BtoBPOV

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Sales People Are From Mars