Aligning Sales & Marketing is a 3 Legged Stool in B2B Presentation ppt

Sales and Marketing is a Three Legged Stool
Workshop Leaders:
John Kratz - jkratz@visiongroupmn.com
Ken Jondahl - kjondahl@visiongroupmn.com
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Deliverables

3 types of customers and differences in how they buy

How to outpace your competition by getting the 3
legs of your sales and marketing stool on firm footing

Explore what bad things can happen if the the 3 legs
are not aligned
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Key Terms
Marketing is for Reach!
Selling is for Conversion!
* Find and Nurture Leads
* Convert Leads to Prospects
* Create Platform for
* Convert Prospects to
Conversations
Customers
* Support Sales
* Retain Customers
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The First Leg of the Journey was "How to Sell"
Internal View of Sales
External View of Sales
It is not what you sell
It is not about how we sell
It is how you sell
It is about how they buy
Their Needs not Ours
Curse of Knowledge
Be a Buying Facilitator
It's Not About How You Sell, It's About How They Buy!
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3 Primary Types of Buyers
Price
Price, delivery, works
Value
out of box
Solution first, value
Strategic
justification next
Ability to deploy
Efficient Buying cycles
company resources
Buying cycles
extended in tough
Longest Buying
times
Cycle
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Best of Breed Align Sales
and Marketing in 3 Main
Areas
How
Customer's
Make
Buying
Decisions
Aligned
Common
Common
Language
Sales
Method
www.marketingprofs.com/marketing/research

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Why Align Sales and Marketing?
A 2010 Survey of 453 companies indicated those businesses which
report the greatest success in aligning Sales and Marketing:

Grew sales revenue 20% year over year

Aligned marketing activities with specific sales goals
and objectives

47% of the sales forecasted pipeline is generated
by a marketing initiated activity
Sales and Marketing Alignment: Producing Results Together - Aberdee 7
n 2010-09

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Common Alignment Issues

Sales and marketing disagree on what is a lead

Our marketing activities do not produce enough high
quality leads

It is difficult to help our customers value justify buying
from us

It is difficult to have conversations around the sales
funnel, customers go in one end and come out the
other.
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Presentation Paradigm
It's not about IT, it is about what
you can do with IT

It is not a sales cycle, it is a buying cycle

It is not about the cost/lead, it is about sales ready leads
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CEO Scenario
Your company is launching a new product or service and trains the
entire sales organization in a day long meeting. (The next week
your salespeople start calling on buyers and customers.)
Assume you video tape three different sales people attempting to
sell your new offering to the same title within the same vertical
channel.
If you were to review the tapes, would you be able to determine:
1. If the same product/service was being sold?
2. If the salespeople even worked for the same company?
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