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