Conducting an Effective and Aligned Marketing and Sales Planning Session
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Transcript of Conducting an Effective and Aligned Marketing and Sales Planning Session
Conducting an Effective AND Aligned Marketing
and Sales Planning Session
Ellen Campbell-Kaminski
VP of Marketing, Datalliance
Cincinnati AMA Sales and Marketing SIG
October 21, 2014
My Background
• 25 years B2B Marketing experience
• Product Marketing, Segment Marketing, Market Planning and Marketing Strategy and Operations
• With and Without Sales Processes and Methodologies
• With and Without CRM and Marketing Automation
• Market leader and #2 Player
Audience Check Point
• What Roles are Represented?
• How Would You Rate or Characterize the Alignment Between Sales and Marketing?
What is the Role of Marketing?
• Demand Generation
Target audience is aware of our offering
Target audience recognizes they have a need
• To Sales: a lot of well qualified (BANT) leads
• To Marketing: brand strategy, awareness campaigns, webinars, product marketing, messaging, website, SEO, social media, field marketing, white papers, tradeshows, banner ads, press releases, email blasts
Critical Success Factors
• Assume Positive Intent
• Be Open and Transparent
• Shared Goals and KPOs
• Pilot, Test, Iterate and Tweak
• Find and Cultivate an Evangelist(s)
• Joint Planning Session
Suggested Approach for Joint Planning Session
• Step 1: Agree to joint planning session at high level
• Step 2: Review historical performance
• Step 3: Discuss business goals and objectives
• Step 4: Agree on what marketing is responsible for
• Step 5: Determine marketing strategies
• Step 6: Develop marketing programs / campaigns
• Step 7: Detailed marketing planning: tactics, budget, calendar
• Step 8: Plan on a Page and Scorecard
• Step 9: Ongoing reviews and course correction
Step 1: Agree to Joint Planning Session at High Level
• Joint Planning Session – representatives from Sales and Marketing – and maybe Product, Finance, Ops
• Goal: Aligned Marketing Plan
• 6 – 8 attendees maximum
• 2 – 3 day commitment – active participation
• Senior people: select attendees, kick-off the meeting, set expectations, actively demonstrate support, check-in daily, agree to fully support outcome
• Mid-level (regional sales manager)
• “Logical” business unit: LBU, Product Line, Sales Region, Product Launch
Step 2: Review Historical Performance
• All attendees to review prior to meeting
• Setting the stage/directional, do not get bogged down quibbling about the details
• Don’t provide too much detail – what is most relevant
• Information about prior period(s) results, SWOT, Situation Assessment from Marketing Plan:
• Revenue Growth
• # of New Customers
• Marketing Contribution
• Key Marketing Programs
• Marketing Metrics: traffic, CTR, conversions
• Leads and Disposition
• Distribute ~ 1 week before session
• Bring to planning session, address questions, draw conclusions but do not present
Step 3: Business Goals and Objectives
• Business Owner (CEO, GM, SVP, shares next period Business Objectives – Quantifiable Outcomes
• Revenue $ and % or # o f Customers
• Expressed in Logical “Buckets”
• Existing Customers; e.g. Retain 90% of Customers
• Cross-Sell/Up-Sell; e.g. 40% of customers add 1 product
• Net New Customers; e.g. add 30 new accounts
• New Products; e.g. sold to 10% of current customer base
Step 4: Agree on Marketing Responsibilities and Objectives
• For Each Business Objective
• Does Marketing Have a Role?
• If so, to what degree?
• Solely
• Shared
• None
• Use Prior History to Gauge What is Reasonable
• Quantify What Marketing Will Deliver; e.g.
• Secure 30 New First Appointments
• Add 100 Targeted Contacts to the Database
Step 5: Determine Marketing Strategies
• Likely most difficult part of the session
• Critical glue between Objectives and Programs and helps to explain why we choose certain Programs; e.g.
• Create more opportunities for personal interactions
• Reinforce value after sale
• Increase market awareness of our offering
• That’s all for the 1st Joint Session
Step 6: Marketing Programs/Campaigns
• Marketing Works on Programs/Campaigns
• Programs or Campaigns – How you will execute the strategy; e.g.
• Relationship marketing with trade associations
• Onboarding program
• Share and Socialize (one on one or reconvene the team)
• Tactical planning follows
Step 8: Plan on a Page
• One page representation of Marketing Plan that ties directly and quantitatively to business outcomes
• Agreement and alignment on the strategy
• Tactics and activities in support of business outcomes
• Prioritization decisions can now be made based upon business impact
Business Objectives
Marketing Objective
Marketing Strategy
Marketing Programs
Step 9: Ongoing Review and Course Correction
• Publish monthly progress report/scorecard
• Quarterly reviews and tweaks
Benefits
Process
• Marketing activities aligned to business outcomes
• Agreement on Marketing contributions and Strategy
• Putting targets on paper drives accountability
Plan
• Everyone sees what Marketing is doing
• Clear communication device
• Easier management and measurement
Resources
• Vision Edge Marketing www.visionedgemarketing.com
• Sirius Decisions www.siriusdecisions.com