Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder
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1 1 Corporate Visions Marketing and Sales Alignment Karen Snyder, Director, Solution Marketing Kevin Starner, Director, Sales Enablement Wednesday, Sept 21, 2011
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Transcript of Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder
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Corporate Visions Marketing and Sales Alignment
Karen Snyder, Director, Solution Marketing Kevin Starner, Director, Sales Enablement
Wednesday, Sept 21, 2011
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© 2010 Iron Mountain Incorporated. All rights reserved. Iron Mountain and the design of the mountain are registered trademarks of Iron Mountain Incorporated. All other trademarks and registered trademarks are the property of their respective owners.
Sales & Marketing Aligning for Impact
Kevin Starner, Director Sales Enablement Karen Snyder, Director Solutions Marketing
Wednesday, September 21, 2012
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On Power Messaging 85% of the collateral created by Marketing goes unused
-Entrepreneur Magazine
40% is the average amount of time spent by sales people creating their own material
– CMO Council
Only 10-20% of salespeople are creating the ‘best’ message for their prospects
-American Marketing Association
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The more things change…
Joined IM in 2005
Dual Masters
EMR Enablement/ Digital Record
Center
President’s Award Winner
Director, Industry Marketing Solutions
Joined IM in 2002
Direct Sales
Sales Training & Development
Sales Leadership
Director, Sales Enablement
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The more things Stay the Same…
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OUR CHALLENGE
No Common Sales Methodology
Messaging Schizophrenia
No Alignment Between Sales, Marketing or Product Management
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EVENT A New Way
Old Way
?
The New Way
Old Way
Your Way
CULTURE
PROCESS
= Organizational Alignment
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OUR SOLUTION
No Common Sales Methodology
Define and Sequence Your Messaging Events
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What if you could…
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AMBASSADOR OF AWESOMENESS
SUSAN TRUMPLER
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POWER MESSAGING TRAINING
420
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Trained*
Cities
Weeks
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HERE’S WHAT THEY ARE SAYING…
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ABOUT POWER MESSAGING
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How Often is Your Manager Coaching You on Power Messaging?
53%
28%
19%
Every Opportunity
Only the Biggest Opportunities
Rarely to Never
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How Often Are You Applying Power Messaging Techniques to Your Deals?
59%
38%
3%
Every Opportunity
Only the Biggest Opportunities
Rarely to Never
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At What Stage in the Sales Process Do You Start Applying Power Messaging?
48%
23%
28%
1%
Prospecting
Closing
Solution Presentation
Needs Analysis
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STALLED DEALS
• 352 Stalled Deals • 19 Deals Signed • $14MM Total Value
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AND WE’RE JUST GETTING STARTED ;)
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OUR SOLUTION
No Common Sales Methodology
Messaging Schizophrenia
Define and Sequence Your Messaging Events
Establish Your Message Creation Process
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Early Adoption
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Historically Speaking
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Do you know about Iron Mountain?
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Did I tell you we are the Leader?
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See our Map, cool huh?
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So What?
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Marketing
Sales Product Management
Important to your Buyer
Easy
to
Defe
nd
Message Creation
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Core Message Document
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How?
Interactive Messaging Guide
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OUR SOLUTION
No Common Sales Methodology
Messaging Schizophrenia
No Alignment Between Sales, Marketing or Product Management
Define and Sequence Your Messaging Events
Establish Your Message Creation Process
Develop Your Messaging Culture
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Language
Theatre
Cuisine
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Before Sales Enablement Weekly
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After Sales Enablement Weekly
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Before After
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Sales Enablement Weekly Sphere of Influence
Product Management Internet Marketing
Product &Solutions Marketing
Experiential Marketing
Proposal Services
Salesforce.com
Professional Services Sales Support
Corporate Communications
Business Intelligence
Account Services
Revenue Management
Employee Communications
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Some People Are More Creative Than Others
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WHAT IF…
You had over 300 specific Messaging Objects at your finger tips?
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Messaging Objects
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Develop Your Messaging Culture
Sales Process
Marketing Process
Messaging Culture
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OUR SOLUTION
No Common Sales Methodology
Marketing Messaging Schizophrenia
No Alignment Between Sales, Marketing or Product Management
Define and Sequence Your Training Events
Establish Your Message Creation Process
Develop Your Messaging Culture
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So, what do you think?
