WHY CAN’T WE 
WHY CAN’T WE
 ALL JUST GET 
   ALONG?
MANAGED 
  MANAGED
 CORPCOM & 
 CO CO &
 MARCOM FOR 
MORE THAN TWO 
MORE THAN TWO
   DECADES
AND BEEN IN ON 
AN      N IN ON
 ALL OF THESE 
CONVERSATIONS
WE’RE LAUNCHING 
  AN INNOVATIVE, ROBUST 
 SCALABLE SOLUTION WITH 
 SCALABLE SOLUTION WITH
INTEGRATED ANALYTICS FOR 
INTEG...
WHAT SALES HEARS:
 NEW PRODUCT 
BLAH BLAH BLAH
BLAH BLAH BLAH
 BIGGER QUOTA
 BIGGER QUOTA
NEW PRODUCT TRAINING 
 PRESENTATION WILL BE 
POSTED ON THE INTRANET
I HAVE A MEETING 
I HAVE A MEETING
  IN 30 MINUTES. 
  IN 30 MINUTES
CAN YOU SEND ME 
    THE LATEST 
  PRESENTATION?
IT’S ON THE INTRANET
THESE SLIDES SUCK.
THESE SLIDES SUCK
I’LL MAKE MY OWN 
 ’
 FOR THE MEETING
DID YOU SEE THOSE SLIDES?
HE JUST SOLD VAPOR & THE 
   LOGO DOESN’T HAVE 
 ENOUGH WHITESPACE TO 
         BREATHE.
MARKETING 
 MARKETING
WORRIES MORE 
WORRIES MORE
ABOUT LOGOS 
   THAN 
 CUSTOMERS
WE GIVE THEM 
   WE GIVE THEM
THOUSANDS OF LEADS 
THOUSANDS OF LEADS
  AND THEY NEVER 
  AND THEY NEVER
    FOLLOW UP
    ...
THESE 
   THESE
LEADS SUCK
LEADS SUCK
THERE S A BETTER WAY
THERE’S A BETTER WAY
WEB 2.0 TOOLS 
WEB 2 0 TOOLS
FOR SALES AND 
FOR SALES AND
 MARKETING
LISTENING
DISCOVERING
  SHARING
 EXECUTING
PERSONALIZED
 MESSAGING
ON DEMAND
   ON DEMAND
SALES READY TOOLS
SALES READY TOOLS
LEAD GENERATION
 THAT WORKS FOR
MARKETING & SALES
PERSONALIZED
 MESSAGING
SMART 
   SMART
CUSTOMERS 
WANT SMART 
WANT SMART^
SALESPEOPLE
CUSTOMERS ONLY 
CUSTOMERS ONLY
 WANT 5 THINGS
 WANT 5 THINGS
IMPROVE THEIR 
IMPROVE THEIR
  BUSINESS
SAVE MONEY
SAVE MONEY
GROW THEIR SHARE
GROW THEIR SHARE
OPERATE MORE PROFITABLY
OPERATE MORE PROFITABLY
AND THEY WANT 
AND THEY WANT
USEFUL, CONCISE, 
USEFUL CONCISE
TRANSPARENT 
TRANSPARENT
CONVERSATIONS
KNOWLEDGE
SALES NEEDS INFORMATION
SALES NEEDS INFORMATION
SALES NEEDS INFORMATION
            ^
                          ...
direct marketing                             phone calls
 marketing email
    ki        il                              cu...
SET UP LISTENING POSTS

                 INDUSTRY TRENDS


                 BRAND PERCEPTIONS


                 COMPETITI...
“IT’S LIKE HAVING A 
CONVERSATION WITH 
YOUR CUSTOMER ONLY 
YOUR CUSTOMER ONLY
THEY DON T KNOW 
THEY DON’T KNOW
YOU VE TAL...
CASE STUDIES                              BLOG POSTS

                     3RD PARTY ARTICLES
                         PAR...
PERSONALIZED 
PERSONALIZED
EMAIL TO A 
EMAIL TO A
PROSPECT FROM 
PROSPECT FROM
SALES CONTACT IS 
SALES CONTACT IS
4X MORE ...
IN THE REAL WORLD
              IN THE REAL WORLD


                      2. Article on CSC                               ...
ON DEMAND
   ON DEMAND
SALES READY TOOLS
SALES READY TOOLS
MARKETING NEEDS 
      HELP
90% OF THE TOOLS 
  THEY CREATE 
  AREN’T USED
             Source: American Marketing Associa...
BE NICE‐SHARE
BE NICE SHARE
COLLABORATIVE 
COLLABORATIVE
 WORKSPACES
EASY TO FIND STUFF
EASY TO FIND STUFF
                SEARCH
SPACES




         TAGS
EASY TO SHARE STUFF
EASY TO SHARE STUFF
EASY TO GET STUFF
WHERE YOU WANT IT
                    ON THE WEB
                    ON THE WEB




IN FEED 
READER OR 
EMAIL
            ...
EASY TO SEE WHAT WORKS

                 COMMENTS 
                 COMMENTS
                 & METRICS
LEAD GENERATION
 THAT WORKS FOR
MARKETING & SALES
“I LOVE SPENDING    “I LOVE MAKING 
TONS OF MONEY 
TONS OF MONEY       IRRELEVANT 
                    IRRELEVANT
GENERATI...
THEY’RE NOT LEADS
    ’
UNTIL THEY ARE
IF YOU DON’T HAVE A 
MACRO VIEW OF YOUR 
   LEADS, GET ONE
PUT AS MUCH EMPHASIS ON 
THE LEAD FUNNEL AS YOU DO 
   ON THE SALES FUNNEL
MARCOM CLOUT       SALES OPS




                                                   WEB MARKETING 

                      ...
DEFINE: LEAD
IT S ALL ABOUT TALKING
IT’S ALL ABOUT TALKING
        TEAMS THAT HUDDLE HAVE HIGHER ROI

        COLLABORATIVELY DEFINE: S...
NEXT 3 QUESTIONS FOR THE 
           HUDDLE
1. WHAT DOES A MAP OF THE CUSTOMER 
DECISION PROCESS LOOK LIKE?
2. WHAT DOES T...
TAKE MARCOM PEOPLE ON 
SALES CALLS.
WATCH THEM GET HIT WITH 
WATCH THEM GET HIT WITH
THE WAKE UP STICK.
SO WHAT?
RELEVANT INTERACTIONS
CONTENT THAT WORKS
JUST IN TIME SALES TOOLS
MARKETING FEEDBACK
IMPROVED EXECUTION
SERIOUS ROI
ORDER SIZE          21%

NUMBER OF WINS                                          21%
FORECAST ACCURACY
FORECAS...
READERS ARE LEADERS:
Lead Generation for the Complex Sale, Brian Carol 2006
http://www.amazon.com/exec/obidos/ASIN/0071458...
scott niesen
        marketing practitioner
                gp

    scott.niesen@comcast.net
               twitter: snies...
Sales and Marketing Collaboration
Sales and Marketing Collaboration
Sales and Marketing Collaboration
Sales and Marketing Collaboration
Sales and Marketing Collaboration
Sales and Marketing Collaboration
Sales and Marketing Collaboration
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Sales and Marketing Collaboration

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Why can't we all just get along? - Sales and Marketing in Web 2.0 World

Social media tools and techniques can go along way in helping sales and marketing collaborate to optimize sales efficiency to drive high-velocity, high-volume, and high-value transactions.

Smart customers want smart salespeople who can engage in an intelligent conversation about how the product or services offered can address the challenges and opportunities faced by the customer.

Applying Web 2.0 best practices can help build knowledgeable marketing and sales teams who build strong relationships through openess, flexibility, authenticity and transparency.

Internal and external collaborative workspaces and social networks can make sales people smarter and give marketing folks real world feedback they can use to target and hone sale ready messaging and tools.

Topics:
• Easing the tension between Marketing and Sales
• An overview of Web 2.0 tools and techniques for sales
• How Web 2.0 can make sales people smarter
• How internal and external collaborative platforms make marketing more effective
• Getting started

Published in: Business
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  • It's a good learning. Although without graphics, you managed to do it.

    Darren Mack
    www.lyricsringtones.org/
    www.shibidoo.com/
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  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.

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Sales and Marketing Collaboration

  1. 1. WHY CAN’T WE  WHY CAN’T WE ALL JUST GET  ALONG?
  2. 2. MANAGED  MANAGED CORPCOM &  CO CO & MARCOM FOR  MORE THAN TWO  MORE THAN TWO DECADES
  3. 3. AND BEEN IN ON  AN N IN ON ALL OF THESE  CONVERSATIONS
  4. 4. WE’RE LAUNCHING  AN INNOVATIVE, ROBUST  SCALABLE SOLUTION WITH  SCALABLE SOLUTION WITH INTEGRATED ANALYTICS FOR  INTEGRATED ANALYTICS FOR MISSION CRITICAL  SS O C C APPLICATIONS
  5. 5. WHAT SALES HEARS: NEW PRODUCT  BLAH BLAH BLAH BLAH BLAH BLAH BIGGER QUOTA BIGGER QUOTA
  6. 6. NEW PRODUCT TRAINING  PRESENTATION WILL BE  POSTED ON THE INTRANET
  7. 7. I HAVE A MEETING  I HAVE A MEETING IN 30 MINUTES.  IN 30 MINUTES CAN YOU SEND ME  THE LATEST  PRESENTATION?
  8. 8. IT’S ON THE INTRANET
  9. 9. THESE SLIDES SUCK. THESE SLIDES SUCK I’LL MAKE MY OWN  ’ FOR THE MEETING
  10. 10. DID YOU SEE THOSE SLIDES? HE JUST SOLD VAPOR & THE  LOGO DOESN’T HAVE  ENOUGH WHITESPACE TO  BREATHE.
  11. 11. MARKETING  MARKETING WORRIES MORE  WORRIES MORE ABOUT LOGOS  THAN  CUSTOMERS
  12. 12. WE GIVE THEM  WE GIVE THEM THOUSANDS OF LEADS  THOUSANDS OF LEADS AND THEY NEVER  AND THEY NEVER FOLLOW UP FOLLOW UP
  13. 13. THESE  THESE LEADS SUCK LEADS SUCK
  14. 14. THERE S A BETTER WAY THERE’S A BETTER WAY
  15. 15. WEB 2.0 TOOLS  WEB 2 0 TOOLS FOR SALES AND  FOR SALES AND MARKETING
  16. 16. LISTENING DISCOVERING SHARING EXECUTING
  17. 17. PERSONALIZED MESSAGING
  18. 18. ON DEMAND ON DEMAND SALES READY TOOLS SALES READY TOOLS
  19. 19. LEAD GENERATION THAT WORKS FOR MARKETING & SALES
  20. 20. PERSONALIZED MESSAGING
  21. 21. SMART  SMART CUSTOMERS  WANT SMART  WANT SMART^ SALESPEOPLE
  22. 22. CUSTOMERS ONLY  CUSTOMERS ONLY WANT 5 THINGS WANT 5 THINGS
  23. 23. IMPROVE THEIR  IMPROVE THEIR BUSINESS
  24. 24. SAVE MONEY SAVE MONEY
  25. 25. GROW THEIR SHARE GROW THEIR SHARE
  26. 26. OPERATE MORE PROFITABLY OPERATE MORE PROFITABLY
  27. 27. AND THEY WANT  AND THEY WANT USEFUL, CONCISE,  USEFUL CONCISE TRANSPARENT  TRANSPARENT CONVERSATIONS
  28. 28. KNOWLEDGE SALES NEEDS INFORMATION SALES NEEDS INFORMATION SALES NEEDS INFORMATION ^ Internal information: Product information: Account details Application Contact info Use cases formation ormation Account history FBA Interactions Pricing usiness  Info stomer  Inf External information: Market information: Business objectives Strategy Business requirements Business requirements Cus Positioning P ii i Bu Competitive pressures Competition Decision makers Industry dynamics Decision process
  29. 29. direct marketing phone calls marketing email ki il customer meetings marketing events prospect meetings advertising networking/referrals PR Information analyst relations sales email channels marketing sales web content Web lead capture industry  customer & prospect  marketing  communities communities communities industry news y customer & prospect customer & prospect  marketing blogs k i bl news industry blogs marketing social  customer blogs media industry social  customer social  customer social media media
  30. 30. SET UP LISTENING POSTS INDUSTRY TRENDS BRAND PERCEPTIONS COMPETITIVE  DEVELOPMENTS CUSTOMER  DEVELOPMENTS
  31. 31. “IT’S LIKE HAVING A  CONVERSATION WITH  YOUR CUSTOMER ONLY  YOUR CUSTOMER ONLY THEY DON T KNOW  THEY DON’T KNOW YOU VE TALKED TO THEM. YOU’VE TALKED TO THEM.”
  32. 32. CASE STUDIES BLOG POSTS 3RD PARTY ARTICLES PARTY ARTICLES PRODUCT NEWS VIDEOS & PODCASTS RESEARCH REPORTS COMPANY NEWS TWEETS WEBINAR/EVENTS RELEVANT REASON RELEVANT REASON TO REACH OUT TO REACH OUT BUILD A LIBRARY
  33. 33. PERSONALIZED  PERSONALIZED EMAIL TO A  EMAIL TO A PROSPECT FROM  PROSPECT FROM SALES CONTACT IS  SALES CONTACT IS 4X MORE LIKELY TO  4X MORE LIKELY TO BE OPENED BE OPENED
  34. 34. IN THE REAL WORLD IN THE REAL WORLD 2. Article on CSC  4. Check Salesforce.com – 3. Check blog – leave  Collaborative Enterprise  Stu Downes is contact comment – subscribe  received in feed reader ece ed eed eade to blog to blog 6. Got the meeting  5. Reach out to talk about  AND THE DEAL! AND THE DEAL! connection between CSC &  ti b t CSC & Attensa
  35. 35. ON DEMAND ON DEMAND SALES READY TOOLS SALES READY TOOLS
  36. 36. MARKETING NEEDS  HELP 90% OF THE TOOLS  THEY CREATE  AREN’T USED Source: American Marketing Association
  37. 37. BE NICE‐SHARE BE NICE SHARE
  38. 38. COLLABORATIVE  COLLABORATIVE WORKSPACES
  39. 39. EASY TO FIND STUFF EASY TO FIND STUFF SEARCH SPACES TAGS
  40. 40. EASY TO SHARE STUFF EASY TO SHARE STUFF
  41. 41. EASY TO GET STUFF
  42. 42. WHERE YOU WANT IT ON THE WEB ON THE WEB IN FEED  READER OR  EMAIL ON A PHONE
  43. 43. EASY TO SEE WHAT WORKS COMMENTS  COMMENTS & METRICS
  44. 44. LEAD GENERATION THAT WORKS FOR MARKETING & SALES
  45. 45. “I LOVE SPENDING  “I LOVE MAKING  TONS OF MONEY  TONS OF MONEY IRRELEVANT  IRRELEVANT GENERATING LEADS  CALLS TO PEOPLE  FROM PEOPLE WHO  FROM PEOPLE WHO WHO DON’T  WHO DON’T AREN’T  CARE.” INTERESTED.”
  46. 46. THEY’RE NOT LEADS ’
  47. 47. UNTIL THEY ARE
  48. 48. IF YOU DON’T HAVE A  MACRO VIEW OF YOUR  LEADS, GET ONE
  49. 49. PUT AS MUCH EMPHASIS ON  THE LEAD FUNNEL AS YOU DO  ON THE SALES FUNNEL
  50. 50. MARCOM CLOUT SALES OPS WEB MARKETING  HUDDLE TOP PERFORMER CLOUT INSIDE SALES CLOUT INTRANET CLOUT EXECUTIVE  EXECUTIVE EXECUTIVE  EXECUTIVE SPONSOR SPONSOR
  51. 51. DEFINE: LEAD
  52. 52. IT S ALL ABOUT TALKING IT’S ALL ABOUT TALKING TEAMS THAT HUDDLE HAVE HIGHER ROI COLLABORATIVELY DEFINE: SALES  READY LEAD DEFINE THE PROCESS: QUALIFY – FILTER  – NURTURE – HAND TO SALES NURTURE  HAND TO SALES FOCUS ON MARKETING PROGRAMS  THAT BUILD RELATIONSHIPS THAT BUILD RELATIONSHIPS
  53. 53. NEXT 3 QUESTIONS FOR THE  HUDDLE 1. WHAT DOES A MAP OF THE CUSTOMER  DECISION PROCESS LOOK LIKE? 2. WHAT DOES THE CONVERSION PROCESS WHAT DOES THE CONVERSION PROCESS  LOOK LIKE? 3. HOW CAN WE CLOSE THE LOOP ON EACH  3 HOW CAN WE CLOSE THE LOOP ON EACH SALES LEAD GENERATED?
  54. 54. TAKE MARCOM PEOPLE ON  SALES CALLS. WATCH THEM GET HIT WITH  WATCH THEM GET HIT WITH THE WAKE UP STICK.
  55. 55. SO WHAT? RELEVANT INTERACTIONS CONTENT THAT WORKS JUST IN TIME SALES TOOLS MARKETING FEEDBACK IMPROVED EXECUTION
  56. 56. SERIOUS ROI ORDER SIZE 21% NUMBER OF WINS 21% FORECAST ACCURACY FORECAST ACCURACY 30% IMPROVEMENT 22% SALES CYCLE TIME Source: Escaping the Blackhole: Minimizing the Damage from the Marketing and Sales Disconnect Robert Schmonzees 2005
  57. 57. READERS ARE LEADERS: Lead Generation for the Complex Sale, Brian Carol 2006 http://www.amazon.com/exec/obidos/ASIN/0071458972/startwithalea‐20 // / / / / / BLOGS NOT BOOKS BLOGS NOT BOOKS B2B LEAD GENERATION BLOG http://blog.startwithalead.com/ COMMENTARY ON SALES LEADERSHIP http://davesteinsblog.wordpress.com/ CUSTOMER CENTRIC SELLING BLOG http://www.customercentric.com/blog/
  58. 58. scott niesen marketing practitioner gp scott.niesen@comcast.net twitter: sniesen twitter: sniesen marketinggoon.wordpress.com

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