Marketing, Sales, or Buyer Alignment

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Transcript of Marketing, Sales, or Buyer Alignment

Making the Choice: Marketing and Sales Alignment or Buyer Alignment

Making the Choice: Marketing and Sales Alignment or Buyer Alignment Lisa Dennis, President, KNowledgence

Copyright 2015, Knowledgence Associates Introduction

Copyright 2015, Knowledgence Associates https://youtu.be/OsQrBptivHQAgendaIntroductionWhere are you in the Alignment Spectrum?Potential Options for AlignmentMarketing & Sales or Buyer Focus?Marketing & Sales AlignmentState of the UnionBest PracticesBuyer Journey IntegrationIntegrating the Buyer into Alignment Building the Alignment ModelCharting the Buyer Alignment Course Forward

Copyright 2015, Knowledgence Associates Setting the StageStruggle to align processes, tools, approach Who owns what?Buyers are hijacking the sales processChannels are multiplying faster and fasterAlignment is getting more elusive

Copyright 2015, Knowledgence Associates Alignment choiceAligning marketing and sales?

Aligning with the buyer?

Keep the focus on ENGAGEMENT

Buyer Alignment Framework

Drive alignment within your marketing and sales teams from a buyer perspective

MS+BCopyright 2015, Knowledgence Associates Lean Growth

More with Less

Hidden Sales Cycle

Inconsistent Lead Definition

Growth of Channels

Pressure on ROMI

Tight Budgets

Copyright 2015, Knowledgence Associates Where are you in the Alignment Spectrum?What is the current relationship?

Copyright 2015, Knowledgence Associates Where are you in the Alignment Spectrum?What is the current relationship?

Copyright 2015, Knowledgence Associates

Copyright 2015, Knowledgence Associates Closer alignment between Marketing and Sales sets the stage for aligning with the Buyer in a real, impactful and measurable way.

Dont re-engineer for the buyer address your current state and integrate the buyer for complete alignment

9Marketing & Sales AlignmentCopyright 2015, Knowledgence Associates Copyright 2015, Knowledgence Associates

Copyright 2015, Knowledgence Associates Alignment Best Practice OptionsINTEGRATE PROCESS & SYSTEMSResourceDefineCommunicateCopyright 2015, Knowledgence Associates Where is your organization?OptionUnaddressedImplementingIn PlaceOn Demand Access to all AssetsShared Database & SystemsJoint Definition of Lead TypesCommon MetricsDual Budget & Target InputRegular Group MeetingsRegular CMO & CSO MeetingsProcess/System Integration:Quick AssessmentCopyright 2015, Knowledgence Associates Alignment Best Practice OptionsINTEGRATE ACTIVITIESMessageCopyright 2015, Knowledgence Associates Where is your organization?OptionUnaddressedImplementingIn PlaceAssessing Customer NeedsProduct Planning Dual InputValue Proposition Development TogetherProgram & Campaign Input from SalesInternal Launch Programs & CampaignsAnalyze & Select Top TargetsDevelop Joint MetricsIntegrate Activities:Quick AssessmentCopyright 2015, Knowledgence Associates Alignment Best Practice OptionsINFLUENCE CULTUREReviewFocusLeadCopyright 2015, Knowledgence Associates Where is your organization?OptionUnaddressedImplementingIn PlaceShare results individual & jointPublish & emphasize metricsMarketing Role in Key Account StrategyEnforce use of systemsSplit/Focus Marketing: Field, Corporate, ChannelChief Customer or Revenue Officer Tie rewards to results both teams

Influence Culture:Quick AssessmentCopyright 2015, Knowledgence Associates Key area: SLA for Marketing & SalesMarketing to Sales Amount and quality of leads delivered

# of Marketing Qualified Leads a sales rep need to make quota What % of sales opportunities will marketing originate?

What % of sales opportunities will marketing influence?

Sales to Marketing Speed and depth of lead follow-up

How many call/email attempts should sales make for every lead

With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?

How much prospecting will sales do on their own?

Copyright 2015, Knowledgence Associates EXAMPLE:

Marketing will deliver 100 MQLs per sales rep per month Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days

19

Key area mutually define Lead Types

Almost 75% of all leads are never sales ready. - Marketing SherpaVisitorMarketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Sales Qualified Lead (SQL) CLOSED DEALNurture Lead

Copyright 2015, Knowledgence Associates Visitorraw response to a marketing tacticMarketing Qualified Lead (MQL) worthy of handoff to sales(attributes & assessment)Sales Accepted Lead (SAL) acknowledgement by sales, meets agreed-upon criteriaSales Qualified Lead (SQL) decision from sales, after a series of interactions, that opportunity with a dollar value and a timeframe exists. Nurture LeadDetermined to not be SQL, passed back to MarketingClosed BusinessCustomer approves deal

20Marketing Metrics to consider# of net new companies (key identified targets)

# of net new contacts (right role, not just anyone)

# of contacts being touched with a marketing message by week - net new contacts vs. those in nurture programs

# of inbound requests

# of people hitting a landing page, then jumping to corporate site for product/service info. Copyright 2015, Knowledgence Associates # of people originating at blog and jumping to site (product pages, solution pages)

# of new sales meetings set from marketing lead generation

# of marketing leads moved to QUALIFED in sales pipeline

# of marketing leads moving to a proposal

# of marketing leads moved to close

Marketing Metrics that Drive SalesCopyright 2015, Knowledgence Associates Buyer Journey integrationCopyright 2015, Knowledgence Associates Why Buyer Alignment?25% HIGHER QUOTA ATTAINMENT20% HIGHER WIN RATES

5XLESS DISCOUNTING 3X COMPETITIVE WIN RATECopyright 2015, Knowledgence Associates The Influence of the Hidden Sales CycleSource: The 2012 B2B Buyer Behavior Survey , Demand Gen Report

Copyright 2015, Knowledgence Associates

BUYER CONTACT TRENDS

70%Copyright 2015, Knowledgence Associates poses challenges for:

targeting messaging content

Source: The 2012 B2B Buyer Behavior Survey , Demand Gen Report

BUYER TYPES CRITICAL TO ALIGNMENTCopyright 2015, Knowledgence Associates Timeliness Relevance

Content amount

Thought leadership

recommendations

Source: The 2012 B2B Buyer Behavior Survey , Demand Gen Report

Copyright 2015, Knowledgence Associates Implications for Marketers & Sellers

Define buyer stages (not the same as sales stages)

Content at every stage, usable for building business case

Awareness & Education content is NOT enough

Later stage content for bothBuyer and Sales Team

Problem/Solution Focused, not Feature/Benefit Focused

Train for Consultative Conversations, not Presentations

Copyright 2015, Knowledgence Associates Building the buyer alignment modelCopyright 2015, Knowledgence Associates

Source: Opus #1 20089- 2010

Key Shared / Overlapping Areas

Role for Marketing throughout the Sale & BeyondHow can Sales help here?Copyright 2015, Knowledgence Associates Getting the Lay of the LandCopyright 2015, Knowledgence Associates Market AssessmentLead Definition & Qualification (MQL)Lead Gen & NurtureCustomer Retention ProgramsCustomer Relationship DevelopmentLead Gen & Opportunity DevelopmentLead Definition & Qualification (SQL)Territory & Account AssessmentMarketingSalesBuyer AlignedBuyer PersonasJoint Systems (CRM, SFA)

Joint SLAsMarket & Channel PlanningTerritory & Account PlanningGo-To Market StrategyKey Accounts StrategyBuyer Centric Messaging

Buyer CentricEnablementValue Proposition DevelopmentValue Proposition DevelopmentRenewalsAccount PenetrationUpsell / Cross SellASSESS

SEGMENT

PLAN

MESSAGE

ENABLE

OPPORTUNITY

MANAGMENTProd/ServTraining,PlaybooksSales Process, Methodology & Skills Copyright 2015, Knowledgence Associates MeSSAGing - 3 Types of Value PropositionsBenefits Driven

Alternative Driven

Customer DrivenFUNCTIONDoes thisAnd thisAnd thisBENEFIT# 1# 2# 3FEATURE# 1# 2# 3

Make the Choice!

Get Input from Marketing, Sales, Product/Service LinesCopyright 2015, Knowledgence Associates 3 Types of Value PropositionsBenefitsDrivenAlternativesDrivenCustomerDrivenIncludesAll benefits of your productDifferentiators versus next best alternativesPoints that deliver the most customer-defined valueAnswers

Why should I buy your product?Why should I buy your product instead of competitors?What is most important for me to consider in making a decision?RequiresProduct KnowledgeProduct and competitor knowledgeProduct, competitor, and customer knowledgeIssueBenefit assumptionsValue assumptionsDepends on customer researchShift the Question and Have the Conversation the BUYER Needs to HaveMaking Value Driver ChoicesAnalysisRegulationsChallengesObjectivesNegotiationValidationEducationJustificationTune Messaging to the Buyers Drivers Copyright 2015, Knowledgence Associates Content Types by Buyer StageCONTENT SELECTION DRIVES BUYER & SELLER CONVERSATIONCopyright 2015, Knowledgence Associates Final ThoughtsGet your Marketing & Sales house in orderSolidify and communicate Lead DefinitionsEnsure systems are available and usable by both teamsDevelop SLA for Marketing & Sales people to commit to

Then Integrate Buyer Focus into Alignment FoundationAccount PlanningMessaging by Bu