Date post: | 10-May-2015 |
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Business |
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PREVIEW
Marketing and Sales Alignment Survey Sales & Marketing Management Magazine
2
Survey Responses
• Nearly 200 marketing and sales participants
• Cross-section of companies from <50 employees to >5,000 employees
• Cross-section of companies from at least 15 different industries
3
How Much Messaging Gets Used?
59% said less than 50% of messaging gets used
Marke&ng Sales
61% said more than 50% of messaging gets used
4
How Much Messaging Gets Used?
59% said less than 50% of messaging gets used
Marke&ng Sales
61% said more than 50% of messaging gets used
ALIGNMENT FINDING! • Marke&ng thinks sales people
DON’T use their stuff • Sales people think they DO use marke&ng’s stuff
5
Why Messages Don’t Get Used?*
• (45%) Too product-centric, not customer-centric
• (39%) Selling is in the spoken word, too many tools written
• (28%) Tools don’t match the tasks in the buying cycle
* Pick your top two choices from list of seven op6ons
Marke&ng Sales • (51%) Too product-centric,
not customer centric
• (28%) Tools don’t match the tasks in the buying cycle
• (26%) Messages don’t sound like customer conversations
6
Why Messages Don’t Get Used?*
• (45%) Too product-centric, not customer-centric
• (39%) Selling is in the spoken word, too many tools written
• (28%) Tools don’t match the tasks in the buying cycle
* Pick your top two choices from list of seven op6ons
Marke&ng Sales • (51%) Too product-centric,
not customer centric
• (28%) Tools don’t match the tasks in the buying cycle
• (26%) Messages don’t sound like customer conversations
ALIGNMENT FINDING! • More customer-‐centric messaging
• Tools that align with the buying cycle
• Sound more like sales conversa&ons
7
Why Prospects Choose You?*
• (53%) Product quality
• (27%) Brand reputation
• (10%) Sales interactions
• (8%) Pricing
• (45%) Product quality
• (22%) Sales interactions
• (16%) Brand reputation
• (14%) Pricing
* Pick one of four choices
Marke&ng Sales
8
Why Prospects Choose You?*
• (53%) Product quality
• (27%) Brand reputation
• (10%) Sales interactions
• (8%) Pricing
• (45%) Product quality
• (22%) Sales interactions
• (16%) Brand reputation
• (14%) Pricing
* Pick one of four choices
Marke&ng Sales ALIGNMENT FINDING!
• We think our products rock! • Marke&ng and sales disagree
about brand vs. conversa&ons
9
How Does Marketing Drive Revenue?*
1. Branding 2. Product positioning
3. Demand generation
4. Inbound strategies 5. Sales enablement
1. Product positioning 2. Sales enablement
3. Branding
4. Demand generation
5. Inbound strategies
Marke&ng Sales
* Rank these five in order of importance 1 = most important
10
How Does Marketing Drive Revenue?*
1. Branding 2. Product positioning
3. Demand generation
4. Inbound strategies 5. Sales enablement
1. Product positioning 2. Sales enablement
3. Branding
4. Demand generation
5. Inbound strategies
Marke&ng Sales
* Rank these five in order of importance 1 = most important
ALIGNMENT FINDING! • Marke&ng and sales disagree
about priority for sales enablement
• Both agree product posi&oning is a top strategy for driving revenue
11
(64%) Can’t differentiate (Losing deals we shouldn’t)
(58%) Can’t break status quo (Closing rates going down)
(50%) Can’t communicate value (Deal sizes shrinking)
(28%) Can’t justify price (Excessive discounting)
(63%) Can’t differentiate (Losing deals we shouldn’t)
(53%) Can’t break status quo (Closing rates going down)
(49%) Can’t communicate value (Deal sizes shrinking)
(35%) Can’t justify price (Excessive discounting)
Result of Poor Sales Conversations?*
* Pick the top two biggest problems
Marke&ng Sales
12
(64%) Can’t differentiate (Losing deals we shouldn’t)
(58%) Can’t break status quo (Closing rates going down)
(50%) Can’t communicate value (Deal sizes shrinking)
(28%) Can’t justify price (Excessive discounting)
(63%) Can’t differentiate (Losing deals we shouldn’t)
(53%) Can’t break status quo (Closing rates going down)
(49%) Can’t communicate value (Deal sizes shrinking)
(35%) Can’t justify price (Excessive discounting)
Result of Poor Sales Conversations?*
* Pick the top two biggest problems
Marke&ng Sales ALIGNMENT FINDING! • Marke&ng and sales completely
agree on the ranking of problems caused by poor sales
conversa&ons
13
What Part of Story Needs Fixing First?*
1. Campaigns and selling tools don’t break through!
2. Messages are undifferen;ated and uninspiring!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
1. Messages are undifferen;ated and uninspiring!
2. Campaigns and selling tools don’t break through!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
Marke&ng Sales
* Rank all four with 1 = fix first and 4 = fix last
14
What Part of Story Needs Fixing First?*
1. Campaigns and selling tools don’t break through!
2. Messages are undifferen;ated and uninspiring!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
1. Messages are undifferen;ated and uninspiring!
2. Campaigns and selling tools don’t break through!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
Marke&ng Sales
* Rank all four with 1 = fix first and 4 = fix last
ALIGNMENT FINDING! • Both seem to agree that the
story itself (messages and tools) is the more urgent
challenge to fix
THANK YOU!