The Powerful Potential of Deveolping a LinkedIn B2B Marketing Strategy
3 Powerful Steps to Align B2B Sales and Marketing of Today!
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Transcript of 3 Powerful Steps to Align B2B Sales and Marketing of Today!
3 Powerful Steps to Align B2B Sales and Marketing of Today!
Sales and Marketing Alignment Today – Why Does it Matter?
Buyers are taking more control of the buying processes…
Buying decisions are taking longer time & longer purchase
cycles
Customer 1
Customer 2
Customer3
Do today’s B2B marketers
understand their
customers?
Sales and Marketing Alignment Today – Why Does it Matter?
Sales team get on the business of short-term
selling
Marketing team generally fail to drive
long term value at tough times
It’s not about how you sell; it’s about how they will buy…
Sales and Marketing Alignment Today – Why Does it Matter?
Sales is all about pushMarketing is all about
creating a pull
Marketing MixProduct
Price Promotion
PlaceCustomer solution
Customer cost
Communication
Convenience
The 4Ps
Sales and Marketing Team – Top questions To Align With
• Where are our leads coming from and at what cost?• How many prospects do we need to generate one
lead?• Which prospects need immediate action to ensure a
sale?• Which campaigns result in the highest long term
value?• How many leads of a certain quality does a sales rep
need to make quota?• How many leads does a sales rep need to be busy
100% of the time?
To gain insight, sales & marketing team should first align with these top questions…
Tug-of-War between Sales and Marketing
• Sell product & do business quickly to fulfil sales volume
• Match the products produced with the customer demand
• Fulfil customer wants. Once they are met, profit will be generated
• Market products are mainly research-oriented. So, it’s better to produce products and make customers aware of them
But sadly, there’s always a tug-of war between the sales and the marketing team!
Tug-of-war between Sales and Marketing
Instead of spending so high on campaigns, hire more sales people or pay more
compensation to sales reps
Your sales force lacks strategy which upon
execution results in poor sales
Tug-of-war between Sales and Marketing
You are out of touch with the reality of what’s going
on with the customers
Your sales team is ignorant & prioritizes individual customer experiences,
insufficiently unaware of the larger market & blind
to the future.
Sales and Marketing Alignment Issues
When sales and marketing are not aligned to each other …
Duplicate Leads Limited lead information
No feedback from sales
No ROI measurement Longer sales cycles Smaller sales
pipeline
Sales and Marketing Alignment Issues – Impact
When sales and marketing are not aligned to each other …
Perplexed Management
Dispersed Sales resources &
efforts
Inconsistent revenues
Conflicting marketing messages
Confused customers
Negative effects on customer
retention
Sales and Marketing Alignment – Effects upon the Customer
Unmet expectations
Confusion
Service failures
Poor support
Exposure to other competitive brands
Reduced customer spending
Less sales/No ROI
Tug-of-war between Sales and Marketing
Lack of alignment damages corporate performance & sales enablement
Can’t we all just get along?
Sales and Marketing Alignment Facts – Did you know?
Companies with strong sales and marketing alignment can achieve
20% annual growth rate
Business that align sales & marketing are
38% better at closing
proposals than non-aligned businesses
Companies experience 36% higher customer retention when sales and
marketing teams are aligned
How To Align Sales and Marketing
Sales & marketing should work together to create value for business & customers
Sales Marketing
Smarketing
Sales and Marketing Aligned Marketing Objectives
Marketing is for Reach!• Find & nurture leads • Create platform for conversations• Support sales
Selling is for Conversations!• Convert leads to prospects • Convert prospects to customers • Retain customers
There should be a mutual consensus between Sales & Marketing teams…
How To Align Sales and Marketing to Build a Smarketing Organization
Step #1 Agree on Terminologies & Definitions
How To Align Sales and Marketing – Step 1
Agree on Marketing Qualified Leads (MQL)
How To Align Sales and Marketing
Step #2 Implement a Service Level Agreement (SLA)
MARKETINGTO
SALES
SALESTO
MARKETING
Number & quality of leads required to hit company revenue goals
Speed and depth of lead follow-up that makes economic sense
How To Align Sales and Marketing – Step 2
Create a Service Level Agreement (SLA)
How To Align Sales and Marketing
Step #3 Gather Additional Insights about sales process
• Get individual and marketing teams to action
• Fix problems without management’s intervention
• Resolve disputes frequently, transparently
• Dive deeper into more contentious issues
• Involve key managers in monthly management meetings
How To Align Sales and Marketing – Step 3
Get accurate Monthly Marketing Reports
Attention Marketing & Sales Team!The relationship between sales and marketing should be matured, integrated and NOT
Blurrrrry ……
It is time to create clear rules of engagement if you haven’t done it yet …
Don’t confuse your teams anymore!