bridging the gap between sales and marketing
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Bridging The Gap Between Sales and Marketing
Speakers:
Greg AnyonRob Fearn
Peter McPartlandIan Roe
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Introduction
Rob Fearn
Chair, CIM Merseyside
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
“Bl**@y! sales”CIM Member
“Simplifying Key Marketing Messages” Event4th May 2006
“A WAR!”Kotler, Rackham and Krishnaswamy
“Bl**@y! marketing”CIM Member
“Simplifying Key Marketing Messages” Event4th May 2006
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
A “war” that seriously hurts performance
1 Day
a week
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
So who is prepared to put the “gun” down first?
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Agenda
1. Introduction
2. Understanding the sales process
3. The current relationship between sales and marketing
4. Creating a new partnership between sales and marketing
5. What we can do to check and change our behaviour
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Understanding the sales process
Greg Anyon
CIM Course Director
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Overview
• Protect and grow existing business• Identify and win new business
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
The physical process
• Identify suspects• Research• Qualify to prospect status
• Identify key contacts & DMU’s• Create contact strategy and
messages• Initiate contact
• Discover needs• Qualify needs/ create interest• Extract and handle objections• Present proposition• Close for next stage• Negotiate, close and rollout
solution
• Up-sell and cross-sell• Defend
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Along the way
• Networking• Recommends• Respond to leads• Database suspects and prospects• Territory and time management• Update portfolio knowledge• Create/ utilise promotional campaigns• Relationship development
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The current relationship between sales and marketing
Rob Fearn
Chair, CIM Merseyside
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
A broken process
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Two “different worlds” …
• Sales campaigns • Relationship development• Identifying needs• Contract development• Selling• Reporting and forecasting• Fire fighting• Contract management• Debt management
• Market research• Product development• Message development• Sales collateral• Marketing campaigns• Internet/intranet• Internal/external comms• Press and PR• Trade fairs and events• Corporate hospitality
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
… that just need reconnecting and aligning
Advocacy
Loyalty
Hand-over to the business
Purchase
Purchase intention
Hand-over to sales
Brand preference
Brand consideration
Brand awareness
Customer awareness
Marketing
Sales
The wholebusiness
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Creating a new partnership between sales and marketing
Peter McPartland
CIM Ambassador, SME
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
The current split between Sales & Marketing
Research
Plan
Target
Introduce
Engage
Expose
Propose
Close
OPPORTUNITY
REALISATION
Campaign
Leads
Pipeline
Forecast
Order Book
FOCUS ACTIVITY DELIVERABLEFUNCTION
MARKETING
SALES
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Sales – a Marketing function!
• Marketing and Sales are not integrated as a process.• Marketing has little exposure to customers and prospects.• Marketing has little desire to influence performance of
Sales people• Marketing is seen as a ‘Cost Centre’.
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Why do we fail in the Sale?
Listen
Ask the right questions
Understand the client’s buying cycle and processes
Understand the history of the relationship
Position themselves against competition
Know their own range
Respond with a proposal
67%
52%
38%
37%
37%
30%
17%
Salesforce: July 2006
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Why do we fail in the Sale?
Listen
Ask the right questions
Understand the client’s buying cycle and processes
Understand the history of the relationship
Position themselves against competition
Know their own range
Respond with a proposal
5
67%
52%
38%
37%
37%
30%
17%
Salesforce: July 2006
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Marketing needs to take responsibility for business development
Research
Plan
Target
Introduce
Engage
Expose
Propose
Close
OPPORTUNITY
REALISATION
Campaign
Leads
Pipeline
Forecast
Order Book
FOCUS ACTIVITY DELIVERABLEFUNCTION
BUSINESSDEVELOPMENT
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Taking responsibility
• Communication of Key Messages• Making it Easier to Buy• Enhancing the Customer’s Experience
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
1. Communicating key messages
• Only 14% of sales people can clearly “articulate”:
– What their organisation does?
– Why their organisation is unique?
– Why a buyer should do business with them?
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Challenging ourselves and the business
• “The materials many sales people are given are poorly developed and lacking in clarity”
Salesforce: June 2005
WHY
• This isn’t on our agenda.• We don’t know it either.
14%
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Preferred communication styles
AuthoritariansKey Points
AnalysersFacts Logically Presented
VisionariesThemes
SupportersContribute and Personalise
Visual People Imagery and Colours
Auditory People Speech
Kinaesthetic People Emotions
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
2. Making it easier to buy
• Pre sales resource can underpin every sale.– Makes the cost of sale more expensive.– Difficult to maintain momentum.– Risk damaging credibility.
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Business Development
Research
Plan
Target
Introduce
Engage
Expose
Propose
Close
OPPORTUNITY
REALISATION
Campaign
Leads
Pipeline
Forecast
Order Book
FOCUS ACTIVITY DELIVERABLEFUNCTION
BUSINESSDEVELOPMENT
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Productisation
• Create standard offerings.• Influence the qualification process.• Move from brochure production to proposal production.• Treat the Sales Team as a Customer when developing
Tools.
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
3. Enhancing the customer’s experience
• How we engage can be a differentiator.• Interrogate the whole Business Development process.
– Test / Measure / Learn
• Familiarise the ‘whole business’ with the process.– Encourage enquiries from every angle
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Taking responsibility – challenging the business
• Communication of key messages– Understand the principles of effective “personal” communication– Develop skills of those interfacing with customers
• Making it easier to buy– Provide tools for responding to Customer’s throughout the
process– Use as a platform for continuous communication.
• Enhancing the customer’s experience– Make it easy for the customer to buy
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What we can do to check and change our behaviour
Ian Roe
CIM Ambassador, Cheshire
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Where do we go from here?
• What is our current situation?• How can we align sales and marketing?• How can we stop sales and marketing conflicting?
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Do something different
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Integrate sales and marketing processes• Our sales figures are usually close to the
sales forecast.• If things go wrong, or results are
disappointing, neither function points fingers or blames the other.
• Marketing people often meet with key customers during the sales process.
• Marketing solicits participation from Sales in drafting the marketing plan.
• Our salespeople believe the collateral supplied by Marketing is a valuable tool to help them get more sales.
• The sales force willingly cooperates in supplying feedback requested by Marketing.
• …………………………
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
“To change, or not to change”
Un-Defined Defined Aligned
Don’t change if… • Company is small.• Good informal relationships.• Marketing is still a sales support
function.
• Products and services are cut and dried.
• Traditional marketing and sales roles work
• No clear and compelling reason to change.
• No Culture of shared responsibility.
• Sales and Marketing report separately.
• Sales cycle is short.
Tighten the relationship
between Sales and Marketing if…
• Conflicts are evident between the two functions.
• There’s duplication of effort between the functions
• The functions compete for resources or funding
• Even with careful definition of roles, there’s still duplication
• The market is commoditized and makes a traditional sales force costly.
• Products are developed, prototyped, or extensively customized during the sales process.
• Product life cycles are shortening and technology turnover is accelerating.
• A common process or business funnel can be created for managing and measuring revenue-generating activities.
move to Defined move to Aligned move to Integrated
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Integration checklistIntegrate activities Integrate processes and
systemsEnable the culture Integrate organisational
structures
• Involve Sales and Marketing in product planning and in setting sales targets.
• Involve Sales and Marketing in generating value Propositions
• Involve Sales and Marketing assessing customer needs.
• Involve Sales and Marketing signing off on advertising materials.
• Involve Sales and Marketing analyzing the top opportunities by segment.
• Implement systems to track and manage joint activities.
• Utilise and regularly update shared databases.
• Establish common metrics for evaluating the overall success of Sales and Marketing
• Create reward systems to celebrate successful collaboration between Sales and Marketing
• Meet regularly to review and improve relations.
• Require Sales and Marketing heads to attend each other’s reviews with the CEO.
• Emphasize shared responsibility for results
• Emphasize metrics.• Tie rewards to results.• Enforce divisions’
conformity to systems and processes.
• Split Marketing into upstream and downstream teams.
• Hire a chief revenue officer.
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Enough theory – do something practical
• Recognise and accept there may be a problem• Develop an understanding of your sales process• Assess current situation• Identify sales and marketing needs• Develop and agree shared sales and marketing objectives• Define and utilise respective strengths• Build trust
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Enough theory – do something practical
• Build joint sales and marketing plans for growth• Link marketing activities to the sales cycle/process• Develop better insight through talking to real customers• Share and review market analysis, key issues, future
developments.• Differentiate through innovation• Facilitate new/different customer dialogs• Improved marketing messages• Develop sales force market feedback
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Summary – Marketing and Sales …
• Are two parts of the same process that need to be reconnected
• Need to understand what each can do and how best we can support each other
• Need to be better integrated with common, shared goals• Need to align ourselves better and focus more of our
energies on producing joint deliverables that support the selling process
• Need to take greater responsibility and more active involvement in the business planning process and the whole business development activities
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Bridging The Gap Between Sales and MarketingCIM Merseyside and Cheshire
Cheshire
Sources
• CIM North West web-site
“Ending the war between Sales & Marketing”Philip Kotler, Neil Rackham and Suj Krishnaswamy
http://www.cim-nw.org.uk/handouts.php
• Sales Force Magazine
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Thank you