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.”

http://en.wikipedia.org/wiki/File:Johnny-Wanamaker2.jpg


Your Most Critical Pieces for Revenue Growth

Marketing

Sales


“Your Marketing Leads

S*CK!!!”


“We Send Qualified Leads

To Sales & They Fall into a

Black Hole”


“Sales Sells Product to the

Wrong People!”


% Of Marketing Materials UNUSED BY SALES

Source: AMA

90%


“Marketing Doesn’t Provide What We

NEED!!”


“Sales Doesn’t Have a Clue About

BRANDING!”


“I Can’t Believe Sales Asked that

Question. It’s in the Literature!”


40%

Source: CMO Council

Sales Spends

Of Their Time Creating Their Own Marketing Materials


= $57,000

Source: IDC Sales Enablement Research

10 Min/Week Additional Selling Time

Additional Revenue Per Year


“Marketing Doesn’t Involve Sales in its

Planning!”


“Sales Doesn’t Provide ANY Feedback!”


The Real Secret to Maximizing Marketing ROI

Aligning Sales &

Marketing


8%

Of Corporations Report “TIGHT ALIGNMENT”

Between Sales & Marketing

Source: Forrester


5.4%

Faster Growth on Year-to-Year Basis Than Competition

Source: MarketingProfs

Better Aligned = More Business


38%

Better at Closing Proposals than Non-Aligned Competition




36%

Less Churn of Their Customers To Competition




Typical Marketing Meeting


Marketing and Sales look at the world through different lenses


Marketing Looks For Mr. Right


Sales Wants Mr. RightNOW


When Their Isn’t A Common Profile

You End Up With


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


“Marketing & Sales Should Jointly

Define a “Sales-Ready” Lead!”


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”


Score Your Leads


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


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


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


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


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


Agree on Buying Cycle - Relevant Tools


Automate & Track


Measure

Marketing on It’s Contribution to Revenue


FeedBack From Sales


Analyze Feedback on Quality of Tools/Leads


Improve Your Tools


Everybody Wins


Questions


Driving Profitable Growth


Driving Profitable Growth

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


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


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



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



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: [email protected] Website: www.cxoadvisorygroup.com Linkedin: www.linkedin.com/in/stephendavis Twitter: twitter.com/stephendaviscxo