The Unified Business Model Structsales
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The document discusses the unified business model which aims to align sales and marketing through having one organization, one process, and one set of key performance indicators. It describes the current misalignment between sales and marketing teams and proposes a model with different roles from prospecting to nurturing leads. The roles work together through the sales process. Implementing the full model takes 2-3 years and requires defining goals, best practices for each step, and resources without disrupting daily operations. Success requires documentation, automation, focusing on closing leads, and understanding sales.
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The Unified Business Model Structsales
- 1. INBOUND15 The Unified Business Model The future of Sales and Marketing Oliver Lopez CEO, Structsales @oliverlopez www.structsales.com
- 2. Structsales Value Based Selling Inbound Marketing HubSpot Gold Partner
- 3. 1. Sales & Marketing Alignment Today 2. What is The Unified Business Model? 3. Best Practice Implementation
- 4. INBOUND15 1 Sales and Marketing Alignment
- 5. INBOUND15 This is me …as perceived by Marketers.
- 6. INBOUND15 • Not understanding the value of brand and marketing • Too much product and focus on selling • Caveman The Sales Rep Traits
- 7. INBOUND15 This is you …in the eyes of the Sales Team.
- 8. INBOUND15 • Naïve and doesn’t understand sales • Main task is to assist and do as told • Up in the clouds The Marketers Traits
- 9. INBOUND15 ALIGNMENT? So, where are we really today?
- 10. #INBOUND15 50% of sales time is wasted on unproductive prospecting 101 B2B Marketing and Sales Tips from The B2B Lead
- 11. #INBOUND15 24% Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertise Corporate Visions
- 12. #INBOUND15 60-70% of B2B content created is never used. Most cited reason why is because the topic is irrelevant to the buyer audience. Content Marketing Institute
- 13. #INBOUND15 79% of marketing leads never convert into sales HubSpot
- 15. INBOUND15 How can we go from here…
- 17. INBOUND15 2 What is The Unified Business Model?
- 18. INBOUND15 1. One Organization 2. One Process 3. One Set Of Highly Relevant KPI:s The pillars of The Unified Business Model Caps/Hats
- 19. INBOUND15 Prospecting • Create High Quality Call Lists • Junior Role • Analytical mindset 50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and if they are a good fit
- 20. INBOUND15 Hunting • Call the people in the list he/she receives from the prospectors • Team up with marketing for campaigns • Emailing and Cold Calling Cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.
- 21. INBOUND15 Closing • Convince, Inspire, Negotiate and Win • Qualify! • Be picky! Your Closers should ignore leads who are NOT able to buy.
- 22. INBOUND15 Attracting • Reach Out • Attract Visitors • Blog, Social
- 23. INBOUND15 Convert to Marketing Lead • Conversion Campaigns ML • Insight Focused Content • Bridge Into Sales “The Campaign Managers work with the Online Broadcasters and Email Broadcasters”
- 24. INBOUND15 Convert to Sales Lead • Convert Into Sales Lead • Ascension Campaigns • Sales Offers “Tripwires are normally used to ascend a Marketing Lead into a Sales Lead”
- 25. INBOUND15 Nurturing • Convert Into Marketing Lead • Focus On Existing Leads • Educate “Each time the Campaign Manager creates a conversion campaign, the Email Broadcaster will be able to re- convert a portion of the Nurturing Leads, who are now more educated”
- 26. INBOUND15 The Unified Business Model • A place for every lead • Natural flows • Logical overview
- 28. INBOUND15 • 2-3 years to implement the whole model • Heavy focus on documentation • Most clients start with one or two modules before moving to the next one Implementation Of Model
- 29. INBOUND15 Strategic Failure Challenges when implementing Failing to define and find consensus around a clear long- term vision and goal
- 30. INBOUND15 Execution Failure Challenges when implementing Failing to implement model because due to the lack of best practices around each specific step along the road
- 31. INBOUND15 Resource Failure Challenges when implementing Failing to implement due to lack of resources to actually perform the change. Implementation is time-consuming, and requires taking resources away from the day-to-day operations.
- 32. INBOUND15 So how do we get to the next level? Don’t fight!
- 33. INBOUND15 So how do we get to the next level? Baby steps
- 34. INBOUND15 • Build the Organization – The Process – and The KPI:s • Focus on documenting and automating everything! • Leads are worthless if they never close • If you don’t understand and focus on sales, you’re missing 50% Key Takeaways
Editor's Notes
- The Sales Rep is seen as a Caveman by many Marketers, because the lack of strategic thinking and understanding of brand and brand positioning.
- The Marketer is either seen as a resource who should focus on assisting the sales reps. The reps don’t see the value delivered by Marketers, not even when it makes the sales process much easier.
- We speak different languages, we communicate in different ways. We have been speaking about Alignment for some time now, but we are still very much (un)Aligned.
- The purpose of the prospector is to create high-quality calling lists for the Hunters in the following step of the chain. Although it may seem like a trivial role, up to 50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and looking at old CRM records to determine if it is OK to call them or if they are already engaged with someone in our company. Rather than having your most expensive salespeople do this kind of work, which is both expensive and decreases their momentum, it is more efficient to have specialized prospectors do it. In addition, this role typically requires a more analytical mindset, which is not the same as the ideal salesperson’s mindset.
- Contrary to what many say, cold calling is not dead. Traditional cold calling may be, but cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.