Aligning Sales and Marketing into a Single, Cohesive Sales-Acceleration Machine

@Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c@Sales20Conf #s20c

Secrets to More Successful Collaboration Between Sales & Marketing

Matt HeinzPresident, Heinz Marketing Inc

[email protected] @heinzmarketing

mailto:[email protected]


Housekeeping

• Copy of this deck• Offers for you

– 10 minute brainstorm– Modern Marketer’s Field Guide– Content Marketing Best Practice Guide– B2B Sales & Marketing Metrics Best Practices Guide

• Send me an email (or bring me a business card) with what you want


A direct line to revenue growth


My definition of sales enablement


This doesn’t write checks!

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Four steps to a better plan

1. Do the math (quantify what success looks like)

2. Create a clear customer profile3. Map the sales and buying process4. Plan to fire lots of bullets

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Calculating what you need

AssumptionsProduct A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0%Lead/Opp % 10.0%Product A CPL $ 15 Product B CPL $ 35

Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALSProduct A Sales # 50 56 63 69 238Product B Sales # 8 9 10 11 38Total Sales # 58 65 73 80 276

Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500

Product A Pipeline # 150 170 190 210Product B Pipeline # 25 28 30 33Total Pipeline # 175 198 220 243

Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000

Product A Leads 1500 1700 1900 2100Product B Leads 250 275 300 325Total Leads 1750 1975 2200 2425 8350

Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250

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People & problems, not products


Marketing plan in 5 questions

1. What/who are your targets?• Direct & indirect users, influencers• Address entire buyer ecosystem

2. What do they care about? What outcome are they seeking?

3. Where do you find them?4. What or who influences them?5. How do they want to engage and (eventually) buy?

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What do your customers care about?


The buyer progression

SolutionProblem/Pain

Objective/Outcome

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Prospect Engagement Funnel

Active Sales CycleChannels: CRM, 1:1

Goal: Sell

New Customer

Drip MarketingChannels: Email Newsletters, CRM System

Goal: Drive Active Prospects

Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn

Goal: Drive Registration

Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.

Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers

Referral & Tell-a-Friend OffersNetwork / Community Invites

New Opportunity Alerts1:1 with Existing CustomerIn-Market Events

Next Step Accelerator Ideas

Customer Targets (based on persona profiles)

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Enumerating needs by role

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8 keys to successful collaboration

1. Common objectives2. Common definitions3. Common compensation/objectives4. Executive sponsorship5. Up-front planning6. Daily-weekly triage7. Offline relationship-building8. Measure before & after team satisfaction


Leads & Opportunities

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Know and work the entire org chart


Lead management process

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Lead scoring & next steps

Score Description Follow Up Action A1 PERFECT FIT: BANT criteria and

Behavior aligned for immediate need with larger opportunity.

Immediate Follow Up within 4 hours of reaching Sales Queue. Promote Dreambox Trial

A2 Strong Fit: possible smaller or longer term opportunity within a school district or school.

Immediate follow up within 4 hours of reaching Sales Queue. Promote Dreambox Trial or Demo

A3 Good Fit: BANT and strong interest indicated. School-based opportunity.

Immediate follow up within 8 hours of reaching Sales Queue. Introduce demo if a Project and Timeframe are being defined.

A4 Potential Fit: Some key BANT criteria not yet determined.

Follow Up within 24 hours of reaching Sales Queue. Qualify further for BANT details. Provide white paper or webcast resources.

B1 Potential Fit: School district opportunity but more BANT definition required.

Follow Up within 24 hours of reaching the Sales Queue. Qualify further for BANT details. Provide white paper or webcast resources.

B2 Potential Fit: School or classroom opportunity. More BANT definition required

Follow Up within 48 hours of reaching the Sales Queue. Attempt further qualification. Potential move back to Marketing Nurture.

B3 Potential Fit: Longer term prospecting opportunity. May take longer to evaluate the solution and secure budget approval.

Follow Up within 48 hours of reaching the Sales Queue. Attempt further qualification and provide informative resources. Potential move into Nurture


Content/nurture process

Market LeaderQ2 2010 Editorial Calendar

Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28Corporate ThemeContent ThemeCompany News (PR) Fiji Release Leading RE free trial Gathering of Eagles

Keynote Recap200th MLS

Industry Calendar Mid-year NARBroker Ops (Bob) Agent productivity tools -

what's recommended, what's working (blog, AR)

Creating a customer-centric brokerage (blog)

Top 10 reasons why brokers should care about social media (blog, AR)

12 ways to motivate, excite and retain your agents (blog)

Broker LinkedIn Group Questions What productivity tools are your agents using? Any that have been adopted across the brokerage?

What does customer-centric mean at your brokerage? What are your best practices around this?

How many conferences to do you attend each year? Which are your favorites and why?

What is your brokerage doing with social media? Can you measure specific new business from these investments?

How has business been since the home-buyer credit expired? What new promotions have you instituted to replace it?

What are your best practices for motivating, exciting and retaining your agents?

What is your brokerage doing to encourage and facilitate teamwork and resource sharing?

How much training do you provide your agents? What topics do you focus on?

Leadership (Ian) The best customer service advice I ever received (blog)

Early listing season observations (blog)

Why listings matter even in a buyers market (blog)

Attracting & recruiting agents (blog)

Agents & Teams (Scott) How to share best practices across your team (blog, AR)

Team collaboration best practices (blog, AR)

How to be more efficient when you don't always share the same workspace (blog, AR)

Combining resources across a team to increase marketing impact (blog, AR)

Sales & Marketing Advice (anon) Five seller appeasement strategies that won't break the bank (blog, AR)

Seller marketing tips from real estate veterans (blog, AR)

Best practices for listing presentations (blog, AR)

Search & Web Tips (Thad) How to increase your Twitter followers (blog, AR)

Why your Web domain is so important (and why it's not) (blog, AR)

How to be immediately responsive to your Web leads (blog, AR)

How to help local buyers/sellers find your Web site (blog, AR)

Using social media to market your listings (blog, AR)

Market Leader Voices

Five Ways to be a Market Leader (Video)

5 ways to improve your search results (Thad)

5 ways to build a business within a business (Ian)

5 ways to instantly improve your customer

service (Scott)

TBD TBD TBD TBD TBD

Ian's Leadership Videos Five Characteristics of a Successful Real Estate Business

Building a Customer-Centric Brokerage

Why Lead Management Matters (and why it's often ignored)

Knowing when technology is important, and when it's not

Bringing it all together to grow your business

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Guest Posts: Broker Web site success stories (pull from Exit customers)

Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader

Spring Season Heats Up Are you growing your market share?

Q2May June

New Vision for Real Estate Industry

@heinzmarketing


Getting sales to use your content

1. How does your content help them make money?

2. Get sales leadership to buy in first3. Show examples of how it works4. Teach, train, launch, reinforce, measure &

celebrate5. Create systems to make it easy


How to measure collaboration

1. Focus on fewer metrics (not more)2. Establish a baseline first, then measure the lift3. Compare opportunity & sales output to total

cost of resources4. Measure before & after satisfaction


If you want more…

@[email protected]

Aligning Sales and Marketing into a Single, Cohesive Sales-Acceleration Machine

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reaching sales

sales queue

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sales amp

customer service

social media

webcast resources

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