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gaining an insight into how yourbusiness can create a better synergybetween marketing and salesTim Hill
Topics    1. Understanding how to align your strategy to make       your funnel flow more effectively    2. Learning the b...
aligning strategy and engaging with sales3                                          31/03/2012
sales alignment    • Our leads are crap    • Our Brand is not strong enough    • I want a “Golf” day    • Why aren’t we at...
marketingWhat a Successful Marketing Plan DOESN’T Look Like;     Ad Hoc Activities     Planned Quarterly     TacticalFo...
marketingWhat a Successful Marketing Plan DOES Look Like;     Ongoing     Aligned to Business Goals         Even if tha...
1,400 unique products8+    major verticals5     different individuals per organisation
B2B organisations usually have many complexities;•Many potential solutions•Many potential customers•Many potential activit...
portfolio analysis and lifecycle analysis9                                               31/03/2012
elements of marketing             Demand Generation                                             Channel Readiness         ...
Align IT with theManage Risk                      Manage Cost   Improve Service                                           ...
buyers journey     V1 – Untroubled and Unaware          V2 – Established Interest         V3 – Recognise a Problem        ...
Campaignbuyers journey                                         logical campaign                      ProblemEmail Invitati...
just a marketing plan?First of all, you have to start by realising it is a               SALES AND MARKETING PLANAnd not a...
ANZ Business Demand Gen Council                     Technical Sales                  BU’s  Partner                        ...
Demand Generation Council      Identify representatives from around the business       and gain buy in      regular revi...
In a B2B environment, the absolute key to having Buy In to your Marketingplan is …                        DO THE RIGHT THI...
Reporting and Lead Management18
funnel            Inquiries             Leads         Accepted Leads            Pipeline             Closed
Are we missing the point?     http://blog.kissmetrics.com/2011-b2b-marketing-guide/?wide=120                              ...
funnel                               Inquiries               100                                Leads               10    ...
salesforce.com      We use Salesforce.com for all our reporting      Benefit of this approach:         We can track fro...
LEAD QUALIFICATION, TRACKING                     Client completed                                                 Marketin...
Example of lead email     1. Clearly defined owner and next        steps.     2. Description, Needs and Next        Action...
gaining an insight into how your business     can create a better synergy between     marketing and sales      alignment ...
Thank you                tim.hill@ca.com26   linkedin.com/in/timhill2000
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B2B Marketing and Sales Alignment

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Gaining an insight into how your business can create a better synergy between marketing and sales.

This presentation was given at the Australian Direct Marketing Association (ADMA) Annual B2B Marketing Seminar in Melbourne the 28th of February and Sydney the 1st of March 2012.

Published in: Business, Career
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B2B Marketing and Sales Alignment

  1. 1. gaining an insight into how yourbusiness can create a better synergybetween marketing and salesTim Hill
  2. 2. Topics 1. Understanding how to align your strategy to make your funnel flow more effectively 2. Learning the best way to engage sales with your marketing plan and get buy in 3. Determining the right reporting mechanisms to demonstrate the value of marketing to the business 4. Developing a consistent framework for your lead management2 31/03/2012
  3. 3. aligning strategy and engaging with sales3 31/03/2012
  4. 4. sales alignment • Our leads are crap • Our Brand is not strong enough • I want a “Golf” day • Why aren’t we at this trade show? • We should be in Qantas magazine…4 31/03/2012
  5. 5. marketingWhat a Successful Marketing Plan DOESN’T Look Like;  Ad Hoc Activities  Planned Quarterly  TacticalFor every Marketing activity can we clearly explain it’s objective,how it integrates to other activities and how it generates realopportunities for us in the near term?If we couldn’t, are we going through the motions? And did wesimply not have a strategy aligned with the business.
  6. 6. marketingWhat a Successful Marketing Plan DOES Look Like;  Ongoing  Aligned to Business Goals  Even if that means changing the business goals  Comprehensive  MeasurableOngoing … often after a successful campaign we were wonderingwhat to do next … DO IT AGAIN!!
  7. 7. 1,400 unique products8+ major verticals5 different individuals per organisation
  8. 8. B2B organisations usually have many complexities;•Many potential solutions•Many potential customers•Many potential activitiesIt’s often said however not easily done … the key is in decidingwhat you are NOT going to do.
  9. 9. portfolio analysis and lifecycle analysis9 31/03/2012
  10. 10. elements of marketing Demand Generation Channel Readiness Awareness Marketing Awareness Marketing10 31/03/2012
  11. 11. Align IT with theManage Risk Manage Cost Improve Service business11 courtesy Dominic Schiavello, CA
  12. 12. buyers journey V1 – Untroubled and Unaware V2 – Established Interest V3 – Recognise a Problem V4 – Looking for a Solution V5 – Evaluating Alternatives V6 – Customer12 31/03/2012
  13. 13. Campaignbuyers journey logical campaign ProblemEmail Invitation whitepaper Solution whitepaper,Sales Invitation ROI Analysis Document Seminar Lead passed onto sales Demo and case study Workshop customer solution Teleprospecting day follow up call lead qual. Y met Acknowledge Y problem Nurture program park and revisit PR – objective to show problem exists
  14. 14. just a marketing plan?First of all, you have to start by realising it is a SALES AND MARKETING PLANAnd not a Marketing plan that Sales have given anotional ‘TICK’ to …
  15. 15. ANZ Business Demand Gen Council Technical Sales BU’s Partner ANZ Demand Gen Direct Sales Marketing Councils market intelligence Partner Sales Corp Comms15 ANZ Field 31/03/2012 Marketing
  16. 16. Demand Generation Council  Identify representatives from around the business and gain buy in  regular reviews, bi monthly on what is working and what isn’t;  joint targets set and measured – each time we meet these targets are discussed16 31/03/2012
  17. 17. In a B2B environment, the absolute key to having Buy In to your Marketingplan is … DO THE RIGHT THINGS … Don’t be stuck with ad-hoc / random activities Be able to explain where each activity fits into the Buyers Journey Be able to explain how your integrated marketing plans will developopportunities for Sales As with Sales, understand how every activity develops a ‘progression’.
  18. 18. Reporting and Lead Management18
  19. 19. funnel Inquiries Leads Accepted Leads Pipeline Closed
  20. 20. Are we missing the point? http://blog.kissmetrics.com/2011-b2b-marketing-guide/?wide=120 31/03/2012
  21. 21. funnel Inquiries 100 Leads 10 Accepted Leads 8 Pipeline lag leakage 4 Closed
  22. 22. salesforce.com  We use Salesforce.com for all our reporting  Benefit of this approach:  We can track from lead to opportunity.  Sales team use it for forecasting as well22 31/03/2012
  23. 23. LEAD QUALIFICATION, TRACKING Client completed Marketing ActivityAND REPORTING PROCESS Client receptive 2. Element 1. Element ‘A Buyer’ to contact ‘Acknowledges Problem’ LEAD Direct Lead YES Enterprise NO PARTNER AccountQUALIFICATION MQL 3. Element Receptive to contact’ 1a.Enter into Partner Salesforce 1b.Associate to Campaign 1c. Activity TRACKING detail in message AND REPORTING 1d. Rep notified via email 1f. SM notified NO 1e. Accept YES 2a.move to via email next stage 2b. Pipeline Report 3c. Review Monthly 3c. Review by State SM/MM
  24. 24. Example of lead email 1. Clearly defined owner and next steps. 2. Description, Needs and Next Action 3. Solution Area 4. More details are attached in a lead document 5. Link to where it resides in SFDC 6. Their actions that are required.24 31/03/2012
  25. 25. gaining an insight into how your business can create a better synergy between marketing and sales  alignment with the business comes from a unified strategy with the right planning.  every marketing activity needs to mean something and be part of a much larger campaign  it comes from knowing the business intimately and not hiding from real objectives25 31/03/2012
  26. 26. Thank you tim.hill@ca.com26 linkedin.com/in/timhill2000

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