Date post: | 09-May-2015 |
Category: |
Documents |
Upload: | pedowitz-group |
View: | 1,718 times |
Download: | 2 times |
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 1
Presented by:
Debbie Qaqish, Chief Revenue OfficerThe Pedowitz Group
10 Ways Sales & Marketing Can Close
a Deal Together
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 2
“What are you gonna to do about revenue?”
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 3
Agenda
New Baseline:• Buying Process• Role of Marketing• Sales Approach• Creates a new alignment of
sales & marketing
10 Ways Sales & Marketing Can Close Deals Together• The old way• Leveraging the new baseline
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 4
Old Way of Buying/Selling
Line Up, Bake Off, Select
Prep, Educate, Shape Face to face and
phone Salespeople are
required to educate on solutions
All the body language was face-to-face and phone
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 5
New Way of Buying/Selling? Information became free Prospects access information
online Sales is no longer information
conduit Sales is not able to read the
new body language
Disintermediation
Bought a car in the last 2 years?
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 12
New Roles for Sales & Marketing
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 13
Enhancing Lead Gen is #1
CSO Insights Study
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 14
Sales Rates Marketing on Lead Generation..and the score is not good!
63% “Needs Improvement”
CSO Insights Study
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 15
New Role in Marketing
1. Leverages
2. Deploys
3. Builds
4. Contributes
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 17
Focused on rev impact
Run by the numbers
Integrated with sales
Fully leverages technology
A seat at the table
New team and new skills
Characteristics of a Revenue Marketing Practice
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 18
Key Definitions
1. Digital Body Language is online behavior. It’s the other half of the conversation your prospects and clients are having with you. Are you listening and participating?
2. Marketing Automation describes a rapidly emerging category of Web 2.0 technologies designed to improve marketing efficiencies and drive additional revenue through high quality lead generation and opportunity management.
3. Demand Generation (or ‘DG’ for short) is the revenue focused set of activities for both sales and marketing that gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker.
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 19
1. Baking the buy cycle
Without MA: Document your
customer buy cycle Try to align marketing
and sales to this buy cycle
It will be uni-dimensional
Phone and voicemail ecosystem
With MA: Document your customer
buy cycle including how they interact digitally
Easy to align marketing and sales because everything is tracked and reportable
Phone, voicemail, email, website ecosystem
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 20
2. Know the sales/marketing process
Without MA: Marketing needs to
know the sales process Sales needs to know
the lead gen process
With MA: Impossible to escape Marketing knows the
sales quota and where they are on quota
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 21
3. Common lead definitions
Without MA: Establish a set of
common lead definitions
What are you passing to sales?• Someone with a pulse
• A form completion
With MA: Establish a common
set of lead definitions quantified with a lead score based on demographic data and online behavior
What are you passing to sales?• A Sales Ready Lead
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 22
4. Service Level Agreement
Without MA: A written and signed
document which explains what kind of lead and how leads will be transferred from marketing to sales and how sales will respond to that lead and record activity
With MA: Same, but with:
• Lead Scoring
• Real time lead transfer
• Hard evidence for how both parties are holding up their end of the bargin
• No more “fuzzy” conversations
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 23
5. Lead hand off process to sales
Without MA: From a spreadsheet
when marketing gets around to it
Through CRM – if someone completes a form
Basic information
With MA: Real-time & automatic With all behavioral
data Can be delivered to
Outlook, CRM, phone, Blackberry, etc.
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 24
6. Sales focused campaigns
Without MA: Corporate can launch
with the sales person’s signature on the email• May be a manual
process
Based on the needs of the territory
With MA: Corporate can create
ONE campaign which can:• Easily & automatically
append sales owner name
• Allow sales to tweak and send on their own
• Higher conversion rates
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 25
7. What gets measured, get’s done
Without MA: # of inquiries # of leads # of MQLS sent to
sales That’s all folks!
Typically lose visibility from here.
With MA: Conversion rate of an
MQL to Sales Opp % of Pipeline contributed
by marketing % of Revenue
contributed by marketing
Closed loop reporting from Inquiry to Close
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 26
6. What get’s comped, get’s done
Without MA: No variable comp If have variable comp,
it’s based on a project orientation• # of tradeshows
• # of leads
With MA: Has variable comp tied
to revenue performance Tied to sales team
hitting a number Tied to # of opps
created from market driven MQLs
Tied to % contribution to pipeline
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 27
9. Nurture, nurture, nurture
Without MA: Lead leakage is
common Nurturing is manual
and a lot slips through the cracks
Typically sales sends a note to marketing to nurture
Focused on top end
With MA: No more lead leakage Easily re-engage with
prospect is ready Sales can enroll in a
nurture program with 2 clicks
Works all the way through the sales funnel
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 28
10. Closed loop reporting
Without MA: Good luck! Lots of spreadsheets Lots of manual effort Lots of “fuzzy” math
With MA: Real-time, 24x7, closed
loop reporting
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 29
How buyers buy, has changed The role of marketing in revenue
production, has changed How sales people sell, has changed
What have you changed? Aligning sales & marketing around
revenue is now a strategic imperative
Conclusions…
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 30
About the Speaker
Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 7 years experience in using marketing automation and 30 years experience in sales and marketing. Debbie has helped hundred of companies meet their demand generation goals.
Revenue Marketer Educational SeriesRevenue Marketer Radio
04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 31
Presented by:
Debbie Qaqish, Chief Revenue OfficerThe Pedowitz Group
10 Ways Sales & Marketing Can Close
a Deal Together