4-Profit Denver Workshop- Sales & Marketing Enablement
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description
Sales Are From Mars; Marketing Is from Venus Getting these two forces to work together to produce stealer revenue results Tiffany Bova of Gartner recently stated, “Buyers do not value their interactions with salespeople as much as they used to (gasp!).” The shift in the importance of sales in the buying process is a result of how your future customers will evaluate and purchase technology. With the emergence of “everything as a service”, the pay-as-you-go models have diminished the traditional Capex purchase. With fierce competition, learn what sales has to change to be competitive, why marketing will become vital to your future margins and immediate action you can take to transform your sales and marketing into revenue machines that know how to sell to the client of the future.
Transcript of 4-Profit Denver Workshop- Sales & Marketing Enablement
Platinum Sponsor Gold Sponsors
April 8, 2023
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Old School
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Gasp!
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Last place?
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Ginger Clay
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“the Year of the Marketer”
…but why?
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What’s changed?Who cares?So, what now?
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What is happening during the buying process that is causing the sales person to be viewed as the least important person in the buying-decision process?
What are some of the changes you have recently experienced in how customers interact with you?
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3new trends
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Trend 1 Buyers are more educated
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Trend 2 Buyers want to try it before they invest
Freemium Offers
Trial Purchase Money Back
Guarantees
Micro sales
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RISK SHIFT
"there is going to be a lot less money 100% committed upfront in these deals and lot more microsales (small GM purchases) over time as we move to consumption based pricing model."
--Todd Hewlin, co-author of Consumption Economics
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What does the “risk shift”mean to your current selling model?
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Trend 3 Buying process is no longer linear
SALE!
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What’s the problem?
1. The traditional role of sales is quickly changing. A new need and role for marketing/inside sales is emerging.
2. Sales is from Venus. Marketing is from Mars.
3. They are unaligned and you need to figure out how to fix it.
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#1: Sales and Marketing don’t work together
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On Different Teams
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#2: They just don’t get along
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Rowing in Different Directions
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How should it work?
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#3: Sales & Marketing are Misaligned
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--Gartner
Organizations large and small are following the lead of Amazon.com to make smarter use of customer
data to predict behavior, drive sales, and deepen relationships.
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Rowing in the Same Direction
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What’s YOUR role?
CEOCFOSalesMarketing
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How can your marketing people help accelerate sales and foster relevant relationships before and after the sale?
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Recap
1. Customer are self-directing their buying journey independently of sales
2. The sales model is changing3. The need for marketing is increasing4. You won’t succeed on yesterday’s
model5. Marketing is tied to the success of
your sales team
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“There are no shortcuts in evolution.”--Louis Brandeis
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“It’s no longer just about doing the deal and all about developing strong
relationships that go beyond great products, great service and great design.”
--British Author & Leadership Visionary, Richard Barrett
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What will you do different?
What is the one most important thing you
are going to do differently from what
you have learned today?
