does your marketing sell? productcamp8
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Does your Marketing Sell?
Product Camp 8
Feb 2012
Session Overview
• Sharing is everything – kick off with POV and look to dialogue as main learning context
What is marketing and what is selling
Marketing attracts prospects and nurtures leads
Sales delivers closed deals from opportunities
Key differences between Marketing and Sales
• number of contacts managed
• and time invested with each contact
Impacts on delivering revenue
Large number of contacts into the overall process
Fewer contacts – screened for quality
Not all opportunities are qualified
Marketing Sales
Low-touch Sales efforts High-touch
Sales efforts
Key Metric • Prospect Conversion Rate • Time to deliver Sales Qualified Leads
Key Metrics • Sales Conversion Rate • Time to Close (velocity)
Why are marketing messages
important?
To get interest of prospects !
What makes a good message?
• Unique to you your capabilities – Set you apart from competitors
• Identifies customer’s problems
– Shows how you provide solution and benefit
• Establishes base for conversation – Sets the stage for sales dialogue – mutually solve
problems not “sell” something
How does Marketing Enable sales success?
Engages the customer and enables focused-selling – establish basis for conversation
Sample Messages
What’s Unique? What’s the problem they help solve? What’s the context for conversation?
What’s Unique? What’s the problem they help solve? What’s the context for conversation?
What’s Unique? What’s the problem they help solve? What’s the context for conversation?
What’s Unique? What’s the problem they help solve? What’s the context for conversation?
Recap
– What’s Marketing and What’s Selling?
• Who cares – it has the same goal, revenue generation • Critical to have clear responsibilities and performance metrics for each
role
– Why are marketing messages important? • Set-up sales process and dialogue with customers • Have a full sales-funnel or well qualified leads; ensure sales focus is
driving to revenue rather than prospecting for opportunities
– What makes a good marketing message? • Unique to you and important to your customer! • And enables sales to have a dialogue, tell a story and solve customer
problems (both business/technical and personal)
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