How to get sales and marketing to speak the same language.

www.contentmarketingblueprint.com

CMB Partner Office Hours

How to get sales and marketing speaking the same

language.Every Tuesday @3pm Eastern

Max TraylorVP Business Development at Content Marketer’s Blueprint

Director of Client Services at Innovative Marketing Resources

+MaxTraylor

Linkedin/in/maxtraylor

Jason SwenkDigital-preneur

https://twitter.com/jswenk

https://www.linkedin.com/in/jasonswenk

https://plus.google.com/u/0/+JasonSwenk01

What is the CMB Community?

A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint.

Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint

Today’s Schedule15 minutes: Presentation

20 minutes: Open discussion

After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article

Today’s Topic:Get marketing and sales speaking the same

language.

The disconnect with most companies.

Typical Inbound Process(Static)

Planning

• Buyer persona research• Content marketing plan

Marketing

• Create content to attract• Nurture leads

• Follow up with leads• Close some / Lose some

Remember, inbound is a process that

requires constant improvement.!

Evolving Inbound Process

Planning

MarketingSales

What is the common language?

Everyone needs to understand how buying decisions are made!

Initiative

Success factor

Perceived barriers

Decision criteria

Buyer’s journey

Image Credit: Buyer Persona Institute

Marketing and sales can speak “buyer

persona”.

Research drives marketing

Interview with the buyer persona and members of sales.

Initiative

Success factor

Perceived barriers

Decision criteria

Buyer’s journey

Resources:

Buyer persona institute

Content Marketer’s Blueprint questionnaire

Marketing caters to the buying process.

Website design

Content MarketingStrategy

Sales provides feedback on the buying process.

One of four things can happen when sales gets a lead from marketing:

Loss (to a competitor)

Suspended (no decision)

Abandon (not the right lead)

Design the feedback loop in CRM

Dropdown options in CRM

Success factors

Decision criteria

Success factor

Decision criteria

Suspended

Decision Criteria

Perceived Barriers

Abandoned

Not the right fit (quality)

Unresponsive (sales process)

Next Session: Tuesday May 6th @ 3:00 PM

“12 Surefire Strategies that can get your Digital Agency "UNSTUCK" and more

PROFITABLE.”

Sign up at: www.contentmarketingblueprint.com/2014-

webinars

How to get sales and marketing to speak the same language.

Marketing

Transcript of How to get sales and marketing to speak the same language.

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