1. Aligning Sales & Marketing A How-To Session for Product Marketers Presented by Linda Bishop President, Thought Transformation

2. Align Sales & Marketing Map the buyers journey Audit marketing materials for content Bucket your leads Use technology to touch leads 3. There is a big payoff when the right message gets to the right person at the right time in the right channel. 4. Aligning sales and marketing begins by mapping the buyers route to a sale. 5. One Basic Framework Awareness Interest Evaluation Purchase 6. Audit Your Content What do buyers need to know at each stage of the buying journey? What content do you have? What gaps do you need to fill? Where do buyers seek information? Can you be found? 7. Bucket Your Leads Develop categories Near-term, mid-term, long-term leads Aware, interested, evaluating, purchasing Hot, warm, cold 8. When the sales team has a conversation with a potential buyer, how do you give them easy access to the right content to maintain sales momentum? 9. Use Technology Automated marketing systems simulate dialogues Marketing resource centers provide easy access to a library of marketing assets Digital Print Protect your brand Create customized messages on the fly 10. When you deliver the right message at the right time! 11. Quick Recap Map the buyers journey Awareness, Interest, Evaluation, Purchase Audit content The right information answers questions, overcomes objections and informs about benefits Bucket lead Simple is a good starting point Use technology to touch leads 12. Thanks for the opportunity to present this information. Linda Bishop, President Thought Transformation 770.846.3510 lindabishop@thoughttransformation.com www.thoughttransformation.com