Secrets to       Maximizing YourMarketing ROI:Aligning Sales   & MarketingStephen N. Davis“Partnering With Clients to Driv...
John Wanamaker                                      “Half the money I spend                                      on advert...
9 Steps    To Sales    Success2000 - 2012 © CXO Advisory Group
The 9 Steps  1.      Get Into The Mind Of Your Buyer  2.      Develop Your Buyers Profile  3.      Be Where YOUR Prospects...
Business Development Workshops   Choosing the Right Sales Channel for Your Startup   Secrets to Maximizing Your Marketin...
Get Into  1              The Mind                 Of Your                 Buyer2000 - 2012 © CXO Advisory Group
Develop  2                  Your                     Buyers                     Profile2000 - 2012 © CXO Advisory Group
Develop Your Buyers Profile   Who is your “ideal customer?”   Who is typically the “key decision maker?”   How do they ...
3                 Be                    Where                    YOUR                    Prospects                    Are....
Your Most Critical Pieces for                          Revenue Growth                                              Sales  ...
2000 - 2012 © CXO Advisory Group
2000 - 2012 © CXO Advisory Group
“Your       Marketing Leads          S*CK!!!”2000 - 2012 © CXO Advisory Group
“We Send                   Qualified Leads                     To Sales &                   They Fall into a              ...
“Sales Sells                Product to the                Wrong People!”2000 - 2012 © CXO Advisory Group
“Marketing Doesn’t       Provide What We           NEED!!”2000 - 2012 © CXO Advisory Group
90%                           % Of Marketing Materials                             UNUSED BY SALESSource: AMA2000 - 2012 ©...
“Sales Doesn’t       Have a Clue About         BRANDING!”2000 - 2012 © CXO Advisory Group
“I Can’t Believe       Sales Asked that      Question. It’s in the          Literature!”2000 - 2012 © CXO Advisory Group
Sales Spends                                   40%                Of Their Time Creating Their Own                      Ma...
10 Min/Week Additional Selling Time                         = $57,000                      Additional Revenue Per YearSour...
“Marketing Doesn’t      Involve Sales in its          Planning!”2000 - 2012 © CXO Advisory Group
“Sales Doesn’t                   Provide ANY                    Feedback!”2000 - 2012 © CXO Advisory Group
4                 Align                    Sales                    &                    Marketing2000 - 2012 © CXO Adviso...
8%                          Of Corporations Report                           “TIGHT ALIGNMENT”                         Bet...
Better Aligned = More Business                        5.4%               Faster Growth on Year-to-Year Basis              ...
Better Aligned = More Business                            38%                   Better at Closing Proposals than          ...
Better Aligned = More Business                            36%                    Less Churn of Their Customers            ...
2000 - 2012 © CXO Advisory Group
Marketing and Sales look at the world                through different lenses2000 - 2012 © CXO Advisory Group
Marketing Looks For Mr. Right2000 - 2012 © CXO Advisory Group
Sales Wants Mr. RightNOW2000 - 2012 © CXO Advisory Group
When Their Isn’t A Common Profile                 You End Up With2000 - 2012 © CXO Advisory Group
It Starts With Communication                                      Attend each other’s staff                              ...
“Marketing & Sales      Should Jointly         Define a   “Sales-Ready” Lead!”2000 - 2012 © CXO Advisory Group
Develop a Common Buyers Profile   Who is your “ideal customer?”   Who is typically the “key decision maker?”   How do t...
Lead Definitions Impact                                  Marketing Effectiveness                                          ...
Lead Definitions Impact                                           Sales Effectiveness                               18%   ...
5                 Develop                    Your                    Inbound                    Marketing                 ...
“ If the expenditure doesn’t create a lead, or directly help sales close a prospect, You SHOULDN’T do it”2000 - 2012 © CXO...
The Marketing Landscape has Changed…                                    “Buy                                     My       ...
Ads are Everywhere            People see and hear between 1,000             87,600,000 throughout their lives            a...
Trust Drives Transactions                             66%                    Of the Economy is Influenced by              ...
Trust Drives Transactions                             91%                       Say consumer reviews are the              ...
Trust Drives Transactions                             78%                             Trust Recommendations               ...
Trust Drives Transactions                             88% Will Buy from                              Companies they TRUSTS...
Trust Drives Transactions                             85%                             Will NOT buy from                   ...
2000 - 2012 © CXO Advisory Group
Allocation of 2010                       B2B Marketing Budgets  Web Design, Maintenance                                   ...
Digital Marketing Expenditures2000 - 2012 © CXO Advisory Group
Social Media Budget                                   Other, 7%                 Wikis, 7%                     MrcroBlogs, ...
Most Overlooked                 Marketing/Sales Opportunity      Association Marketing            -       Over 7600 Trade ...
Association Marketing      Encyclopedia of Associations      American Society of      Association Executives2000 - 2012 © ...
Lead Scoring For Better                           Allocation of Resources   Ranks one prospect vs    another   Unbiased ...
Have a Formal Lead Management System                                       New Lead                                    Reg...
Develop Relevant Buying Cycle Sales Tools2000 - 2012 © CXO Advisory Group
6                 Automate                    And                    Track2000 - 2012 © CXO Advisory Group
7                 Measure                    Marketing On                    Contribution to                    Revenue200...
8                 Analyze                    Quality of                    Leads                    Generated             ...
9                 Improve                    Your                    Tools                    And                    Progr...
Everybody Wins2000 - 2012 © CXO Advisory Group
The 9 Steps  1.      Get Into The Mind Of Your Buyer  2.      Develop Your Buyers Profile  3.      Be Where YOUR Prospects...
Questions2000 - 2012 © CXO Advisory Group
Driving Profitable Growth2000 - 2012 © CXO Advisory Group
Driving Profitable Growth             We help companies optimize business             development and marketing; accelerat...
The CXO Advisory Group      CXO Advisory Group is a strategic operations advisory       and management firm comprised of ...
How Can CXO Help You?      Business Strategy Services             •   Audit business practices and organization           ...
How Can CXO Help You?  Sales Channel Management         •   Review and revise sales channel strategies         •   Channel...
How Can CXO Help You?  Venture Advisory Services         •   Fine tune operations, business strategy and market entry     ...
Contact Information:             Stephen Davis   Interim COO/VP Sales & Marketing |   Business Consultant | Sales Channel ...
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Business Development For Startups - Part 2 - The Secret to Maximizing Your Marketing ROI: Aligning Sales & Marketing - MassChallenge 07192012

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Part 2 of Business Development For Startups. This was run at the MassChallenge Accelerator in Boston.

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Business Development For Startups - Part 2 - The Secret to Maximizing Your Marketing ROI: Aligning Sales & Marketing - MassChallenge 07192012

  1. 1. Secrets to Maximizing YourMarketing ROI:Aligning Sales & MarketingStephen N. Davis“Partnering With Clients to DriveSustainable Profitable Growth”
  2. 2. John Wanamaker “Half the money I spend on advertising is wasted, and the trouble is, I don’t know which half.”2000 - 2012 © CXO Advisory Group
  3. 3. 9 Steps To Sales Success2000 - 2012 © CXO Advisory Group
  4. 4. The 9 Steps 1. Get Into The Mind Of Your Buyer 2. Develop Your Buyers Profile 3. Be Where YOUR Prospects Are 4. Align Sales & Marketing 5. Develop Your Inbound Marketing Program 6. Automate And Track 7. Measure Marketing On Contribution to Revenue 8. Analyze Quality of Leads Generated And Tools 9. Improve Your Tools And Programs2000 - 2012 © CXO Advisory Group
  5. 5. Business Development Workshops  Choosing the Right Sales Channel for Your Startup  Secrets to Maximizing Your Marketing ROI: Aligning Sales & Marketing  Networking Your Way to Business Success • Tuesday, July 24th  Maximizing LinkedIn for Business Development2000 - 2012 © CXO Advisory Group
  6. 6. Get Into 1 The Mind Of Your Buyer2000 - 2012 © CXO Advisory Group
  7. 7. Develop 2 Your Buyers Profile2000 - 2012 © CXO Advisory Group
  8. 8. Develop Your Buyers Profile  Who is your “ideal customer?”  Who is typically the “key decision maker?”  How do they make their decisions?  Where do they collect their information to make a decision?  What are their critical business issues?  What is their buying process?  Where do they buy?  What is the Sales Cycle?  What are the “trigger events”2000 - 2012 © CXO Advisory Group
  9. 9. 3 Be Where YOUR Prospects Are.2000 - 2012 © CXO Advisory Group
  10. 10. Your Most Critical Pieces for Revenue Growth Sales Marketing2000 - 2012 © CXO Advisory Group
  11. 11. 2000 - 2012 © CXO Advisory Group
  12. 12. 2000 - 2012 © CXO Advisory Group
  13. 13. “Your Marketing Leads S*CK!!!”2000 - 2012 © CXO Advisory Group
  14. 14. “We Send Qualified Leads To Sales & They Fall into a Black Hole”2000 - 2012 © CXO Advisory Group
  15. 15. “Sales Sells Product to the Wrong People!”2000 - 2012 © CXO Advisory Group
  16. 16. “Marketing Doesn’t Provide What We NEED!!”2000 - 2012 © CXO Advisory Group
  17. 17. 90% % Of Marketing Materials UNUSED BY SALESSource: AMA2000 - 2012 © CXO Advisory Group
  18. 18. “Sales Doesn’t Have a Clue About BRANDING!”2000 - 2012 © CXO Advisory Group
  19. 19. “I Can’t Believe Sales Asked that Question. It’s in the Literature!”2000 - 2012 © CXO Advisory Group
  20. 20. Sales Spends 40% Of Their Time Creating Their Own Marketing MaterialsSource: CMO Council2000 - 2012 © CXO Advisory Group
  21. 21. 10 Min/Week Additional Selling Time = $57,000 Additional Revenue Per YearSource: IDC Sales Enablement Research2000 - 2012 © CXO Advisory Group
  22. 22. “Marketing Doesn’t Involve Sales in its Planning!”2000 - 2012 © CXO Advisory Group
  23. 23. “Sales Doesn’t Provide ANY Feedback!”2000 - 2012 © CXO Advisory Group
  24. 24. 4 Align Sales & Marketing2000 - 2012 © CXO Advisory Group
  25. 25. 8% Of Corporations Report “TIGHT ALIGNMENT” Between Sales & MarketingSource: Forrester2000 - 2012 © CXO Advisory Group
  26. 26. Better Aligned = More Business 5.4% Faster Growth on Year-to-Year Basis Than CompetitionSource: MarketingProfs2000 - 2012 © CXO Advisory Group
  27. 27. Better Aligned = More Business 38% Better at Closing Proposals than Non-Aligned CompetitionSource: MarketingProfs2000 - 2012 © CXO Advisory Group
  28. 28. Better Aligned = More Business 36% Less Churn of Their Customers To CompetitionSource: MarketingProfs2000 - 2012 © CXO Advisory Group
  29. 29. 2000 - 2012 © CXO Advisory Group
  30. 30. Marketing and Sales look at the world through different lenses2000 - 2012 © CXO Advisory Group
  31. 31. Marketing Looks For Mr. Right2000 - 2012 © CXO Advisory Group
  32. 32. Sales Wants Mr. RightNOW2000 - 2012 © CXO Advisory Group
  33. 33. When Their Isn’t A Common Profile You End Up With2000 - 2012 © CXO Advisory Group
  34. 34. It Starts With Communication  Attend each other’s staff meetings  Marketing needs to get into the field with sales • Speaking to customers • Watching Demos • Listening to presentations2000 - 2012 © CXO Advisory Group
  35. 35. “Marketing & Sales Should Jointly Define a “Sales-Ready” Lead!”2000 - 2012 © CXO Advisory Group
  36. 36. Develop a Common Buyers Profile  Who is your “ideal customer?”  Who is typically the “key decision maker?”  How do they make their decisions?  Where do they collect their information to make a decision?  What are their critical business issues?  What is their buying process?  What is the Sales Cycle?  What are the “trigger events”2000 - 2012 © CXO Advisory Group
  37. 37. Lead Definitions Impact Marketing Effectiveness 75% 80% 70% 60% Current Percentage 50% 25% 40% 30% 20% 10% 0% Return on Marketing Investment Companies Supporting Common Lead Definition All Others Source: Aberdeen Group 20102000 - 2012 © CXO Advisory Group
  38. 38. Lead Definitions Impact Sales Effectiveness 18% 16.5% Year Over Year Change 16% 14% 12.7% 10.5% 12% 10% 8% 4.9% 6% 3.0% 3.2% 4% 1.3% 2% 0.2% 0% Bid-to-Win Ratio Time To Close Return on Lead to Sales Marketing Conversion Investment Companies Supporting Common Lead Definition All Others Source: Aberdeen Group 20102000 - 2012 © CXO Advisory Group
  39. 39. 5 Develop Your Inbound Marketing Program2000 - 2012 © CXO Advisory Group
  40. 40. “ If the expenditure doesn’t create a lead, or directly help sales close a prospect, You SHOULDN’T do it”2000 - 2012 © CXO Advisory Group
  41. 41. The Marketing Landscape has Changed… “Buy My Product”2000 - 2012 © CXO Advisory Group
  42. 42. Ads are Everywhere People see and hear between 1,000 87,600,000 throughout their lives and 3,000 advertising messages/day2000 - 2012 © CXO Advisory Group
  43. 43. Trust Drives Transactions 66% Of the Economy is Influenced by Personal RecommendationsSOURCE: McKinsey & Co. 2000 - 2012 © CXO Advisory Group
  44. 44. Trust Drives Transactions 91% Say consumer reviews are the #1 Aid to Buying DecisionsSOURCE: JC Williams Group 2000 - 2012 © CXO Advisory Group
  45. 45. Trust Drives Transactions 78% Trust Recommendations of other ConsumersSOURCE: Nielson Report - October 2007 2000 - 2012 © CXO Advisory Group
  46. 46. Trust Drives Transactions 88% Will Buy from Companies they TRUSTSOURCE: Edelman Trust Barometer, 2008 2000 - 2012 © CXO Advisory Group
  47. 47. Trust Drives Transactions 85% Will NOT buy from Companies they DISTRUSTSOURCE: Edelman Trust Barometer, 2008 2000 - 2012 © CXO Advisory Group
  48. 48. 2000 - 2012 © CXO Advisory Group
  49. 49. Allocation of 2010 B2B Marketing Budgets Web Design, Maintenance 13% Email 12% Tradeshows 12% SEO 11% Paid Search (PPC) 9% Direct Mail 8% Social Media 7% Telemarketing 7% PR 7% Print Advertising 6% Marketing Automation 6% Virtual Events/Webinars 4% 0% 2% 4% 6% 8% 10% 12% 14% Source: Marketing Sherpa 20102000 - 2012 © CXO Advisory Group
  50. 50. Digital Marketing Expenditures2000 - 2012 © CXO Advisory Group
  51. 51. Social Media Budget Other, 7% Wikis, 7% MrcroBlogs, 11% Social Networking, Blogs, 13% 52% Source: IDC Global Technology and Industry Research 20122000 - 2012 © CXO Advisory Group
  52. 52. Most Overlooked Marketing/Sales Opportunity Association Marketing - Over 7600 Trade Associations - Over 21K Professional Associations - Over 151K Associations Worldwide2000 - 2012 © CXO Advisory Group
  53. 53. Association Marketing Encyclopedia of Associations American Society of Association Executives2000 - 2012 © CXO Advisory Group
  54. 54. Lead Scoring For Better Allocation of Resources  Ranks one prospect vs another  Unbiased way to determine which department should focus prospect  Identifies “Sales-Ready” Prospects  Helps tune your ideal buyer profile2000 - 2012 © CXO Advisory Group
  55. 55. Have a Formal Lead Management System New Lead Registered Lead Lead Nurturing Buying Cycle Phone Ready Lead TeleQualify Leads Sales-Validate Lead Hand Off to Sales Demo/Meet/Proposal Enter Sales Forecast Closed Deals2000 - 2012 © CXO Advisory Group
  56. 56. Develop Relevant Buying Cycle Sales Tools2000 - 2012 © CXO Advisory Group
  57. 57. 6 Automate And Track2000 - 2012 © CXO Advisory Group
  58. 58. 7 Measure Marketing On Contribution to Revenue2000 - 2012 © CXO Advisory Group
  59. 59. 8 Analyze Quality of Leads Generated And Tools2000 - 2012 © CXO Advisory Group
  60. 60. 9 Improve Your Tools And Programs2000 - 2012 © CXO Advisory Group
  61. 61. Everybody Wins2000 - 2012 © CXO Advisory Group
  62. 62. The 9 Steps 1. Get Into The Mind Of Your Buyer 2. Develop Your Buyers Profile 3. Be Where YOUR Prospects Are 4. Align Sales & Marketing 5. Develop Your Inbound Marketing Program 6. Automate And Track 7. Measure Marketing On Contribution to Revenue 8. Analyze Quality of Leads Generated And Tools 9. Improve Your Tools And Programs2000 - 2012 © CXO Advisory Group
  63. 63. Questions2000 - 2012 © CXO Advisory Group
  64. 64. Driving Profitable Growth2000 - 2012 © CXO Advisory Group
  65. 65. Driving Profitable Growth We help companies optimize business development and marketing; accelerate sales; and seize the most attractive growth opportunities.2000 - 2012 © CXO Advisory Group
  66. 66. The CXO Advisory Group  CXO Advisory Group is a strategic operations advisory and management firm comprised of proven C-level executives with both breadth and depth of experience.  CXO Advisory Group Team members have achieved success in positions ranging from: President/CEO to COO, and VPs of Sales, Marketing, Corporate Development and Human Resources.  Has proven success in business development and in building US sales and distribution channels2000 - 2012 © CXO Advisory Group
  67. 67. How Can CXO Help You? Business Strategy Services • Audit business practices and organization • Evaluate product and pricing strategies • Evaluate effectiveness of sales channel • Assess effectiveness of existing sales and marketing programs Market Entry Program • Analyze competitive landscape • Market launch strategy and plan • Channel strategy and programs • Establish sales channels • Generate sales and manage relationships • Identify and develop strategic partnerships2000 - 2012 © CXO Advisory Group
  68. 68. How Can CXO Help You? Sales Channel Management • Review and revise sales channel strategies • Channel partner identification, prospecting and recruitment • Eliminate channel conflict • Channel contract development and negotiation Interim Management Resources • Interim CEO, COO, CMO, CSO • Interim VP of Sales and Marketing • Consultant on staff • Launch team coaches2000 - 2012 © CXO Advisory Group
  69. 69. How Can CXO Help You? Venture Advisory Services • Fine tune operations, business strategy and market entry • Assist with due diligence • Strategic business assessment of portfolio companies2000 - 2012 © CXO Advisory Group
  70. 70. Contact Information: Stephen Davis Interim COO/VP Sales & Marketing | Business Consultant | Sales Channel and Business Development Expert | Author & Speaker “Partnering With Clients to Drive Sustainable Profitable Growth”Phone: (508) 528-7571Email: sdavis@cxoadvisorygroup.comWebsite: www.cxoadvisorygroup.comLinkedin: www.linkedin.com/in/stephendavisTwitter: twitter.com/stephendaviscxo

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