maximizing your marketing roi - align sales & marketing

Stephen N. Davis

“Partnering With Clients to Drive

Sustainable Profitable Growth”

Secrets to

Maximizing Your

Marketing ROI: Aligning Sales

& Marketing

2000 - 2011 © CXO Advisory Group

John Wanamaker

“Half the money I spend

on advertising is wasted,

and the trouble is,

I don’t know which half.”

2000 - 2011 © CXO Advisory Group

Your Most Critical Pieces for Revenue Growth

Marketing

Sales

2000 - 2011 © CXO Advisory Group

2000 - 2011 © CXO Advisory Group

2000 - 2011 © CXO Advisory Group

“Your Marketing Leads

S*CK!!!”

2000 - 2011 © CXO Advisory Group

“We Send Qualified Leads

To Sales & They Fall into a

Black Hole”

2000 - 2011 © CXO Advisory Group

“Sales Sells Product to the

Wrong People!”

2000 - 2011 © CXO Advisory Group

% Of Marketing Materials UNUSED BY SALES

Source: AMA

90%

2000 - 2011 © CXO Advisory Group

“Marketing Doesn’t Provide What We

NEED!!”

2000 - 2011 © CXO Advisory Group

“Sales Doesn’t Have a Clue About

BRANDING!”

2000 - 2011 © CXO Advisory Group

“I Can’t Believe Sales Asked that

Question. It’s in the Literature!”

2000 - 2011 © CXO Advisory Group

40%

Source: CMO Council

Sales Spends

Of Their Time Creating Their Own Marketing Materials

2000 - 2011 © CXO Advisory Group

= $57,000

Source: IDC Sales Enablement Research

10 Min/Week Additional Selling Time

Additional Revenue Per Year

2000 - 2011 © CXO Advisory Group

“Marketing Doesn’t Involve Sales in its

Planning!”

2000 - 2011 © CXO Advisory Group

“Sales Doesn’t Provide ANY Feedback!”

2000 - 2011 © CXO Advisory Group

The Real Secret to Maximizing Marketing ROI

Aligning Sales &

Marketing

2000 - 2011 © CXO Advisory Group

8%

Of Corporations Report “TIGHT ALIGNMENT”

Between Sales & Marketing

Source: Forrester

2000 - 2011 © CXO Advisory Group

5.4%

Faster Growth on Year-to-Year Basis Than Competition

Source: MarketingProfs

Better Aligned = More Business

2000 - 2011 © CXO Advisory Group

38%

Better at Closing Proposals than Non-Aligned Competition

Source: MarketingProfs

Better Aligned = More Business

2000 - 2011 © CXO Advisory Group

36%

Less Churn of Their Customers To Competition

Source: MarketingProfs

Better Aligned = More Business

2000 - 2011 © CXO Advisory Group

Typical Marketing Meeting

2000 - 2011 © CXO Advisory Group

Marketing and Sales look at the world through different lenses

2000 - 2011 © CXO Advisory Group

Marketing Looks For Mr. Right

2000 - 2011 © CXO Advisory Group

Sales Wants Mr. RightNOW

2000 - 2011 © CXO Advisory Group

When Their Isn’t A Common Profile

You End Up With

2000 - 2011 © CXO Advisory Group

It Starts With Communication

Attend each other’s staff

meetings

Marketing needs to get into

the field with sales

• Speaking to customers

• Watching Demos

• Listening to presentations

2000 - 2011 © CXO Advisory Group

“Marketing & Sales Should Jointly

Define a “Sales-Ready” Lead!”

2000 - 2011 © CXO Advisory Group

Develop a Common Buyers Profile

Who is your “ideal customer?”

Who is typically the “key decision maker?”

How do they make their decisions?

Where do they collect their information to make a

decision?

What are their critical business issues?

What is their buying process?

What is the Sales Cycle?

What are the “trigger events”

2000 - 2011 © CXO Advisory Group

Score Your Leads

2000 - 2011 © CXO Advisory Group

Lead Scoring For Better Allocation of Resources

Ranks one prospect vs another

Unbiased way to determine which department should

focus prospect

Identifies “Sales-Ready” Prospects

Helps tune your ideal buyer profile

2000 - 2011 © CXO Advisory Group

Lead Definitions Impact Marketing Effectiveness

75%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Return on Marleting Investment

Companies Supporting Common Lead Definition All Others

Source: Aberdeen Group 2010

Cu

rre

nt

Pe

rce

nta

ge

2000 - 2011 © CXO Advisory Group

Lead Definitions Impact Sales Effectiveness

16.5%

10.5%

12.7%

3.0%

4.9%

1.3%

3.2%

0.2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Bid-to-Win

Ratio

Time To Close Return on

Marketing

Investment

Lead to Sales

Conversion

Companies Supporting Common Lead Definition All Others

Source: Aberdeen Group 2010

Ye

ar

Ove

r Y

ea

r C

ha

ng

e

2000 - 2011 © CXO Advisory Group

Agree on a Lead Management System

New Lead

Registered Lead

Phone Ready Lead

TeleQualify Leads

Sales-Validate Lead

Demo/Meet/Proposal

Enter Sales Forecast

Closed Deals

Buyin

g C

ycle

Lead Nurturing

2000 - 2011 © CXO Advisory Group

Agree on When to Hand of to Sales

New Lead

Registered Lead

Phone Ready Lead

TeleQualify Leads

Sales-Validate Lead

Demo/Meet/Proposal

Enter Sales Forecast

Closed Deals

Hand Off to Sales

Buyin

g C

ycle

Lead Nurturing

2000 - 2011 © CXO Advisory Group

Agree on Buying Cycle - Relevant Tools

2000 - 2011 © CXO Advisory Group

Automate & Track

2000 - 2011 © CXO Advisory Group

Measure

Marketing on It’s Contribution to Revenue

2000 - 2011 © CXO Advisory Group

FeedBack From Sales

2000 - 2011 © CXO Advisory Group

Analyze Feedback on Quality of Tools/Leads

2000 - 2011 © CXO Advisory Group

Improve Your Tools

2000 - 2011 © CXO Advisory Group

Everybody Wins

2000 - 2011 © CXO Advisory Group

Questions

2000 - 2011 © CXO Advisory Group

Driving Profitable Growth

2000 - 2011 © CXO Advisory Group

Driving Profitable Growth

We help companies optimize business development and marketing; accelerate sales; and seize the most attractive growth opportunities.

2000 - 2011 © CXO Advisory Group

The CXO Advisory Group

CXO Advisory Group is a strategic operations advisory

and management firm comprised of proven C-level

executives with both breadth and depth of experience.

CXO Advisory Group Team members have achieved

success in positions ranging from: President/CEO to

COO, and VPs of Sales, Marketing, Corporate

Development and Human Resources.

Has proven success in business development and in

building US sales and distribution channels

2000 - 2011 © CXO Advisory Group

How Can CXO Help You?

Business Strategy Services

• Audit business practices and organization

• Evaluate product and pricing strategies

• Evaluate effectiveness of sales channel

• Assess effectiveness of existing sales and marketing

programs

Market Entry Program

• Analyze competitive landscape

• Market launch strategy and plan

• Channel strategy and programs

• Establish sales channels

• Generate sales and manage relationships

• Identify and develop strategic partnerships

2000 - 2011 © CXO Advisory Group

How Can CXO Help You?

Sales Channel Management

• Review and revise sales channel strategies

• Channel partner identification, prospecting and recruitment

• Eliminate channel conflict

• Channel contract development and negotiation

Interim Management Resources

• Interim CEO, COO, CMO, CSO

• Interim VP of Sales and Marketing

• Consultant on staff

• Launch team coaches

2000 - 2011 © CXO Advisory Group

How Can CXO Help You?

Venture Advisory Services

• Fine tune operations, business strategy and market entry

• Assist with due diligence

• Strategic business assessment of portfolio companies

Stephen Davis Interim COO/VP Sales & Marketing |

Business Consultant | Sales Channel and

Business Development Expert | Author &

Speaker

Contact Information:

“Partnering With Clients to Drive

Sustainable Profitable Growth”

Phone: (508) 528-7571 Email: sdavis@cxoadvisorygroup.com Website: www.cxoadvisorygroup.com Linkedin: www.linkedin.com/in/stephendavis Twitter: twitter.com/stephendaviscxo