Marketing & Sales Alignment, Erik Peterson, Corporate Visions
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Transcript of Marketing & Sales Alignment, Erik Peterson, Corporate Visions
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Getting Marketing & Sales to Perform Well Together
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Erik Peterson
SVP Strategic Consulting Corporate Visions
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MESSAGES MATTER
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Malcolm Gladwell
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Scientist for Tipping Point
Morton M. Grodzins
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Dr. K. Anders Ericsson
Scientist for Deliberate Practice
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Malcolm Gladwell
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Great Messaging is an Act of Leadership
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Ask not what your country can do for you…
but what you can do for your country
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We do this not because
it is easy, but… because it’s hard!
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MESSAGING CREATES TRIBES
Why is Messaging an Act of Leadership?
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Messaging Also Creates Resistance
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TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Mis-Aligned Incentives
Lack of Belief in the Message
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Why Should They Care?
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VS
Use Contrast
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Join the tribe Use a Member of Their Tribe to Sell It
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TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Misaligned Incentives
Lack of Belief in the Message
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Sales reps are coin-operated
Never Fight a Commission Plan
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Commission Isn’t the Only Incentive
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INCENTIVES
TELL A STORY
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TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Misaligned Incentives
Lack of Belief in the Message
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Dismissed at a Glance
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Beware of Help
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TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Misaligned Incentives
Lack of Belief in the Message
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MESSAGES MATTER