Sema sales and-marketing

The Truth About
Sales & Marketing
Who Works for Whom?
Presented by Tom Marx – President
The Marx Group
October 29, 2012
©2012 The Marx Group
1

Q: How many of you are part of the sales team?
The marketing team? Or both?


They so don’t
get it! If they would only give us
SALES SUCKS! materials we can use.
MARKETING SUCKS!

Marketing & Sales Teams


The Conflict Between
Marketing & Sales
1. Tension between teams
2. Missed goals
3. Duplication of effort
4. Work done over and over
5. Wasted Money
6. Work not leveraged


How does this
happen?
Lack of Communication Building Silos
Undefined Goals Missing Plans
Misunderstanding of Roles
Unreported Metrics
Missing Processes


Q: What are the current issues
your team is facing?


Work as a SINGLE Team!


Outline a rationale and

GOAL: process to get SALES and
MARKETING to work
more effectively toward the
SAME GOALS


DEFINED

Q: Can you define
EACH role?


Sales
GOAL: Increase sales & enhance
customer and prospect relationships!


Sales
ROLE:
• Increase revenue
• Bring in new prospects
• Conversion from prospect to lead
Prospect -> lead -> customer -> happier customer
• Articulate brand values to contacts
• Provide marketing with sales numbers and statistics
• Provide feedback to marketing
• Understand the target audience
• Represent the company at industry events


Marketing
GOAL: Support the sales force!


Marketing
ROLE:
• Develop the company story
• Design marketing materials and
programs that reach the target audience
• Media that creates prospects, leads and
customers
• Build brand awareness
• Generate leads
• Support sales team throughout
the sales process


Who works for whom?


Who works for whom?
MARKETING WORKS FOR SALES
However…
It’s not about hierarchy or power…it’s
about collaboration, coordination and
cooperation

MARKETING

SALES


SALES & MARKETING
Playbook
Create a program that will eliminate the silos
and supports the collaboration between sales
and marketing.


Playbook 101
Rally | Rules | Roles | Plays

Hold a kick-off meeting
• Before the “season” begins
• Take time to set goals
• Review past efforts – what did/didn’t work?


Playbook 101

Agree on the “rules”
that each player must
follow


Playbook 101

Define the part every
player will take on within
the team and in each play


Playbook 101

Define a set of
moves needed to
reach the goals


Playbook 101

Rally
1. Prepare
2. Hold a meeting The goal is not to point fingers,
3. Review and analyze but to objectively review what
4. Set goals is working and not working and
5. Define metrics to find ways to SOLVE the
problem, OR discover areas of
opportunity or improvement


Playbook 101

Rally
1. Prepare Your rally can’t succeed unless you’re
2. Hold a meeting prepared! Gather the following:
3. Review & analyze • Prior years’ sales results
4. Set goals • Prior marketing efforts
• Metrics (results) of sales and
5. Define metrics
marketing efforts
• Goals for the upcoming year


Playbook 101

Rally
1. Prepare Call an ALL-DAY meeting and invite key
2. Hold a meeting sales and marketing team members,
3. Review & analyze including those in the field. Make sure
4. Set goals it is:
5. Define metrics • SECURE
(no distractions!)
• NONJUDGEMENTAL
(safe to express concerns
and solutions)
• FOCUSED
(on solutions)


Playbook 101

Rally
1. Prepare
Sample Agenda
• Welcome – define goal of meeting
• Sales Report
• Metrics
2. Hold a meeting • Initiatives & programs
• Successes & failures
3. Review & analyze • Marketing Report
4. Set goals • Metrics
5. Define metrics • Marketing programs
• Successes & failures
• Goal Setting and Alignment
• Brainstorming Session
• Planning
• Action items


Playbook 101

Rally
1. Prepare
REVIEW sales and marketing metrics.
Look at what did and didn’t work and
determine WHY
2. Hold a meeting
3. Review & analyze DETERMINE which initiatives are
4. Set goals important for the coming season
5. Define metrics
ANALYZE current sales to determine
areas where you are missing exposure


Playbook 101
Sample items you might uncover:

Rally
1. Prepare
• 75% of your new business came from
internet sales – yet only 20% of your
marketing efforts focused on digital
marketing
2. Hold a meeting
3. Review & analyze • The majority of your marketing efforts
focused on a product line that had
4. Set goals dismal sales.
5. Define metrics ― Not a good product?
― Sales team not focused
on product?
― Wrong target audience?


Playbook 101

Rally
1. Prepare
Set goals and make sure both teams are
aligned – for both the actual goal and
everyone’s role in making it happen
2. Hold a meeting
Example:
3. Review & analyze
4. Set goals •Increase client base by 50%
SALES ROLE: each sales person is
5. Define metrics
responsible for bringing in 25 new
customers
MARKETING ROLE: develop marketing
materials that will generate leads –
online marketing, competitive product
analysis, sales presentations


Playbook 101 To determine if you have successfully met
your goals, you will need measurable

Rally
1. Prepare
yardsticks. Both sales and marketing must
agree upon METRICS that will help them meet
their goals.

2. Hold a meeting Example:

3. Review & analyze Tradeshow Metrics
4. Set goals Tradeshow participation can be costly. Knowing
how much is spent on sales and marketing can
5. Define metrics help ensure shows are appropriate and successful.
Report the following:

SALES: Expenses, leads generated, tracking actual
sales
MARKETING: Expenses, time spent on
developing materials


Playbook 101

Rules
Example:
1. Changes in sales or marketing plans
must be reported to both teams
2. Detailed reports of tradeshows,
Every team works from
sales pitches, etc. must be
a rulebook. Sales and presented to both teams
Marketing need to 3. Monthly meetings will be held
develop guidelines they 4. Sales and marketing must work
will both follow. together in the development of
marketing plans, strategies,
marketing materials, etc.
5. Teams must report what does and
does not work
6. Be open-minded to new ideas
7. Allow problems to be fixed
8. Recognize success


Playbook 101

Roles
SALES:
• Increase sales
• Bring in new prospects
• Be the company’s representative

MARKETING:
• Support sales team though the sales process
• Develop the company story
• Build brand awareness


Playbook 101

Plays
Plays – required actions -- must
be developed to support the
overall company goal.
Each play must state, in addition
to the action:
1. The PLAYERS
2. Their ROLES
3. Your METRICS


Playbook 101

Play EXAMPLE

Increase the revenue in the “X”
product line by 150% by July 15th


Playbook 101

Play EXAMPLE

PLAYERS and ROLES:

• Sales – Push product through to customers and prospects

• Marketing – Build brand awareness, develop marketing materials to
support the push-through


Playbook 101

Play EXAMPLE

METRICS:

• Sales – Sell $1,000 per month of the new product to at least 20%
of existing customers

• Marketing – Drive 200 new leads to the web page for the new
product each month


Playbook 101
Example:

Plays
PLAYERS and ROLES:
PLAY:
Increase the traffic at “X” trade show

Sales – Increase prospect database; pin point prospects you would like to attend.
Personally invite prospects to attend

Marketing – develop a strategy that includes multiple touch points for the sales
teams prospects that will attract new prospects to booth
METRICS:
Sales – Number of prospects invited to booth. Clear record of who attended and
post follow-up results.

Marketing – Number of touch-points developed for the sales team and the results of
other marketing initiatives.


A Good Team Player can:
1. Increase collaboration
2. Assist in budgeting time
3. Enhance harmony
4. Improve mutual respect
5. Boost sales
6. Create better efficiencies
7. Enable successful programs
8. Decrease friction
9. Make better use of everyone’s time


Marketing
+
Sales
Implement a program that will bring SALES and MARKETING
together and make this your best year yet!


Sema sales and-marketing

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