What Sales Wants (And Needs) From Marketing
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In 2017, a survey of more than 200 B2B sales leaders addressed key questions and opinions around marketing tactics, deliverables and alignment. While the results show that both groups are inching towards alignment, marketers will be interested in some of the responses. Join us for this session as this sales and marketing duo present the findings in a fun and interactive way!
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What Sales Wants (And Needs) From Marketing
- 1. What Does Sales Want from Marketing? Results from Televerde 2017 survey
- 2. Survey Details • Mid-2017 • Electronic survey: What Does Sales Want (and Need) from Marketing? • Target market: B2B tech companies • Sample size: 5000 • Response rate: ~4%
- 3. Dawn Coppens • 30+ years sales and sales mgmt experience • Leads a global woman’s leadership group • Dawn enjoys gardening and hiking in the mountains with her two dogs.Vice President of Sales
- 4. Celeste Jacroux • 15+ years marketing experience • Phoenix Business Marketing Association board member • Avid Masters swimmer, mountain biker and weekend soccer player.Dir of Marketing Communications
- 5. A Little About Us Target Market Data strategy Personas & Content Buyers Journey Mapping Marketing Automation Account Profiling & ABM Reporting Analytics Partner Channel ROI Recruitment, Training Demand Gen MDF Utilization Events TeleProspecting Demand Generation Sales Customer Care Omnichannel Selling TeleProspecting Inbound Chat 800 Social Selling Events Partner Marketing Inbound Care Chat Data Strategy Outbound Renewals Onboard
- 6. Televerde » Global capability » 9 locations: NA (USA), LATAM (ARG), EMEA (UK), APAC (AUS) » Generated $8B+ revenue for clients » 23 years experience servicing technology clients
- 7. Title of Presentation | 7 Let me tell you a story.
- 8. Here’s what we found.
- 9. “Marketing exists to make sales easier” **Caveat: Marketing isn’t a doormat.
- 10. Title of Presentation | 10 Marketing and sales alignment is improving. NEWS FLASH! 62% Aligned 18% Very Aligned
- 11. What are the top 3 challenges in aligning Sales with Marketing? ? ? ?
- 12. What are the top 3 challenges in aligning Sales with Marketing? Lack of regular communication ? ?
- 13. What are the top 3 challenges in aligning Sales with Marketing? Lack of regular communication Differences in metrics ?
- 14. What are the top 3 challenges in aligning Sales with Marketing? Lack of regular communication Differences in metrics Alignment on lead qualification process
- 15. 44% Room for improvement: 90% 38% 36% Deliver on tools on assets Hit or miss relationship Product knowledge / understanding Meet monthly, at best
- 16. Title of Presentation | 16 This is what Sales Needs: This is what Sales needs
- 17. Top 3 reasons that Sales wins deals? ? ? ?
- 18. Top 3 reasons that Sales wins deals? Superior product ? ?
- 19. Top 3 reasons that Sales wins deals? Superior product Knowing what the customer wants ?
- 20. Top 3 reasons that Sales wins deals? Superior product Knowing what the customer wants Easy to work with
- 21. Title of Presentation | 21 Why does Sales most often lose deals? 52% Not price competitive 47% Value not conveyed
- 22. What tools/assets/activities are most helpful to Sales? ? ? ?
- 23. What tools/assets/activities are most helpful to Sales? Industry tradeshows ? ?
- 24. What tools/assets/activities are most helpful to Sales? Value proposition ? Industry tradeshows
- 25. What tools/assets/activities are most helpful to Sales? Industry tradeshows Value proposition Case studies
- 27. Title of Presentation | 27 • More access to more info than ever before • 2/3 of decision online • Increased buyer expectations and CX • Messaging aligned to needs and role. New and evolving obstacles
- 28. Let’s get started: Survey your team Title of Presentation | 28 What will you find out from your own team?
- 29. What is helpful? • What are the top 2-3 things you'd like to see marketing do more of this year? • What are the top 2-3 things you'd like to see marketing do less of this year? • Rank in order of frequency, which sales enablement materials are you using most during the sales process. • What information / materials are customers asking for most often that you wish you had?
- 30. What is a lead? • Based on common language, what is the minimum lead level you are willing to accept? • Global accounts • Industry 1, 2, 3….. • Does the lead level change based on: • solution type? • job role? • Challenges? • Prioritize common prospect / client challenges
- 31. Title of Presentation | 31 • Sales and marketing alignment is critical • SLAs, SLAs, SLAs • Regular communication cadence • Agree to Total Addressable Market and personas • Get feedback from your own team In summary: