This document discusses why salespeople make little use of marketing assets and how to improve their use. It finds that only 30% of marketing investments and assets are used by sales, who spend 15 hours per week searching for information. Reasons assets are not used include fewer opportunities, customers not wanting generic pitches, and assets being hard to find. The document advocates differentiating value propositions for customers and tailoring marketing assets to the customer context and buying cycle. This would help tune up the sales and marketing engine.

1. Productivity
through
effectiveness
The Ultimate Sales Executive Resource
Why Do Salespeople Make Little Use
of Marketing Assets?
August 20, 2009
Christian Maurer
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

2. Marketing Assets
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© 2009 Christian Maurer All rights reserved

3. So What? (Marketing Perspective)
Marketing Assets Handed Marketing Investment
Over to Sales (Program and People
Spend)
40% 30%
NOT used
Contents
Source: Michael Gerard, VP Research of IDC’s Executive Advisory Group on his blog July 7, 2009 and assets
Marketing Investment
12%
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© 2009 Christian Maurer All rights reserved

4. So What? (Sales Perspective)
Salespeople spend an average of
15 hours per week
Searching and preparing information for
sales calls
Source: IDC 2009
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© 2009 Christian Maurer All rights reserved

5. Reasons for not Using Assets
• Fewer opportunities to use them
• Customers do not want salespeople to use the
assets
• Assets are difficult to find
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© 2009 Christian Maurer All rights reserved

6. Fewer Opportunities to use them
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© 2009 Christian Maurer All rights reserved

7. Customers do not Want Salespeople to Use
the Assets
Put aside the
generic pitch
please!
#1 item to improve by sales people to bring more value to the relationship according to :
IDC Customer Experience Panel, January, 2009
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© 2009 Christian Maurer All rights reserved

8. Alternative to the Generic Pitch
Corporate Presentation Sales Presentation
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9. Different View Points
Marketing Sales
(Integrative) (Differentiated)
• Market Share • Wallet Share
• Market Segment • Customer Unit
• Product Features • Customer Problem /
and Benefits Value
• Product Life Cycle • Buying Cycle
• Channel • Personal Contact
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© 2009 Christian Maurer All rights reserved

10. Differentiating Value Proposition
Value Proposition
Sales Business outcome
Specific for the customer
Measurable Customer
Unique compared to
Marketing competition
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© 2009 Christian Maurer All rights reserved

11. Customers’ Trust in Information Sources
Industry Professional/industry association reports and High Trust
Report white papers
Analyst
Analysts and industry journal reports, product
Review reviews
Peer forums and discussion groups
Vendor generated material
Research and white papers
Demonstrations
Webinars
Product/Service descriptions
Low Trust
CMO Council/KnowledgeStorm 2005 Online Content Survey Report
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© 2009 Christian Maurer All rights reserved

12. The Buying Cycle (Rational)
external
D>T Status Quo OC
Develop Vision
D: Dissatisfaction
T: Tolerance
CP: Cost of Problem
Install
CSQ: Cost of Status Quo
IUV: In use Value
CV: Cash Value
OC: Operating Cost
CP > CSQ Hedge Price/Risk IUV > CV
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

13. Use of Information Sources
Industry
Report
external
D>T Status Quo OC
Analyst
Review
Develop Vision
Install
CP > CSQ Hedge Price/Risk IUV > CV
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

14. Tuning up the Sales and Marketing Engine
Marketing Assets in Customer Context
D>T Status Quo OC
Develop Vision
Install
Sales Marketing
CP > CSQ Hedge Price/Risk IUV > CV
The Ultimate Sales Executive Resource
© 2009 Christian Maurer All rights reserved

15. 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