Webinar: Aligning Marketing with Sales

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ALIGNINGMARKETING & SALES

MARKETING SUCCESS WEBINAR SERIES

Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing

while applying their insight and strategic guidance.

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PODCASTSTEVE ROBINSON

Founder/CEO, Brilliant Metrics


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THE LANDSCAPE HAS CHANGED

•Sales is engaged later•Consumers demand a better experience•New tools require collaboration


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SALES IS ENGAGED LATER

Customers are choosing to delay commercial conversations with suppliers 57%

Customer DueDiligence Begins

Customer’s First SeriousEngagement with Sales

Purchase

Source:CEBCustomerPurchaseResearchSurvey


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CONSUMERS DEMAND BETTER

Consumers demand a consistent, personalized experience.

Their expectations have been set by Disney, Amazon and Apple, but must be fulfilled by you.


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NEW TOOLS REQUIRE COLLABORATION

•Marketing Automation

•Real-Time Personalization

•Account-Based Marketing (ABM)


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THREE KEYS TO SALES & MARKETING BLISS

1.Personas

2.Customer Journeys

3.Reporting


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WE’LL ALSO COVER

1. Lead Quality vs. Quantity

2. Marketing Automation

3. Account-Based Marketing (ABM)

4. Tips for Working with Sales


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KEY #1: PERSONASNAILING DOWN THE “WHO”


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WHAT IS A PERSONA?

•Fictitious person

•Represents a larger audience

•Allows for empathy and a deeper understanding

MARKETING & SALES PERSONAS

ANDREA Marketing Director

Floors Unlimited

“Keeping up is not enough - I need to be ahead of the curve.”

BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today

PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so

FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the “why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings

WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications

SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional

OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows

A DAY IN THE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality” leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives

MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy

KEY BRAND AFFINITIES • Direction • Collaboration

COMPANY PROFILENational floor covering distributor selling carpet, hardwood, ceramic and more


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WHY INVOLVE SALES?

•Co-Ownership

• Insight

•Deeper Understanding

•Shared Vocabulary


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PERSONA WORKING SESSION WITH SALES

1. Explain the objective2. Start with a blank slate3. Pick a name that is not

a current customer4. Avoid picturing one

single customer5. Keep on time & on track


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VERIFY THE FINAL PERSONA

Ask the sales team, “If this person approached you to do business, would anything smell off to you?”


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DON’T LET PERSONAS COLLECT DUST

Refer to a persona whenever possible while interacting with sales.

Post personas in a conspicuous location


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KEY #2: CUSTOMER JOURNEYSKEEPING THE PLAYERS ON CUE


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WHAT IS A CUSTOMER JOURNEY?

A customer journey is a storyof the prospect as they move through the sales process, and ideally beyond. It begins before the prospect is aware of the brand, product or service and follows them through the sales funnel, documenting both their expectation and experience.


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WHY INVOLVE SALES?

• Co-Ownership

• Coordination

•Deeper Understanding

• Shared Vocabulary

• Shared Appreciation


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CONDUCT TWO JOURNEY MAPPING SESSIONS

Session 1Document the sales process

Session 2Complete theJourney Map


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SESSION 1: SALES PROCESS

1. Focus on at the account level

2. Remember: Sales’ job is to make deals close

3. Ask the sales team to tell a story

4. Identify the stages in their funnel/pipeline

5. Note which personas are involved

6. Ask about the persona’s state of mind at each stage

7. Find out when an account moves to the next stage


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SESSION 2: JOURNEY MAPPING

1. Clearly lay out the objective

2. Walk in with a preliminary map

3. Include your marketing efforts as they exist today

4. Walk through each step in the journey


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COLLABORATE ON THE PROSPECT’S EXPERIENCE

The finished customer journey

becomes the grounds for future

collaboration.


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KEY #3: REGULAR REPORTINGSHOW ‘EM YOU GET RESULTS


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WHY PRODUCE REPORTS FOR SALES?

•Keeps sales informed•Reinforces shared vocabulary•Opportunity for feedback•Proves value


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WHAT TO REPORT TO SALES

1. Where resources were allocated

2. Results of that investment

3. Status of database / audience growth

4. Insights from experiments


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OTHER POINTSWHERE MARKETING AND SALES INTERSECT


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THE BATTLE OF THE LEADS

Focus on QualityMetrics are lackluster

and sales complains they aren’t getting enough

leads

Focus on QuantityMetrics look good, but

sales complains or stops following up on leads


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DEFINING A SALES-READY LEAD

Contact SalesLead

Contact MQL SalesLead

Contact MQL SAL SalesLead

Contact MQL SQL SAL SalesLead


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FEEDBACK ON LEAD QUALITY IS KEY

Regular reporting on non-accepted

leads is key to improving lead

quality over time


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MARKETING AUTOMATION

•One Tool / Two Departments

• Introduces Sales Earlier in The Process

•Key to Success: Involve sales in implementation


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ACCOUNT-BASED MARKETING

•Marketing talks leads / Sales talks accounts

• ABM pushes marketing further into the sales process

• Introduces collaboration to land “big fish”


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A FEW TIPS FOR THE ROAD

• Honor the sales team’s time. Be prepared.• Remember: Sales closes

deals, they don’t convert leads. Speak their language.• Tech is great, but must be

layered on people (personas) and process (customer journeys)


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QUESTIONS?

@steverobinson

[email protected]

Webinar: Aligning Marketing with Sales

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Transcript of Webinar: Aligning Marketing with Sales