Bridging the Gap Between Sales & Marketing: A Formula for … · 2018-03-12 · #XSP18 Bridging the...
Transcript of Bridging the Gap Between Sales & Marketing: A Formula for … · 2018-03-12 · #XSP18 Bridging the...
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#XSP18
Bridging the Gap Between Sales & Marketing:
A Formula for Partner Success
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#XSP18
Bridging the Gap Between Sales & Marketing: A Formula for Partner Success
Gary PicaTruMethods@garypica
Jeremy MacBeanIT Weapons@ITWeapons
Brett UnzickerThe Predictive Index@predictiveindex
Bob SkelleyThe Channel Company@ChannelSkell
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#XSP18
@ChannelSkell
Bob SkelleyCEOThe Channel Company
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#XSP18#XSP18
Plan to hire
Marketing Staff
51%
1 Shared Minimum
99%
1 Full-time Minimum
87%
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#XSP18#XSP18
HUGEDIVIDE
Sales vs. Marketing
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#XSP18#XSP18
Events Telemarketing
Appointment Setting
SEOContent
Marketing
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#XSP18#XSP18
SALES MARKETING
58% Digital Marketing 76%
36% Content Development 62%
18% Customer Analytics 33%
13% SEO Expertise 29%
53% EVENTS 29%
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SALES MARKETING
32% Blogs 71%
20% SEO 62%
38% Content Marketing 76%
22% Paid Search 48%
10% Paid Social Media 43%
26% Video 50%#XSP18
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#XSP18#XSP18
SALES MARKETING
56%Number of
Deals in the Pipeline
58%
44% (SQL)
Leads 42% (MQL)
43%Build
Awareness of their Tech
67%
Deals AwarenessROI
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#XSP18#XSP18
Sales
Marketing
Executive
Technical
Marketing is Extremely Important
40%
60%
25%23%
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#XSP18
@predictiveindex
Brett UnzickerVP, Business DevelopmentThe Predictive Index
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Understand your drives
TryPI.com/XChange
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Employees Drive
Impact
Social interaction
Consistency/StabilityRules/Structure
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Here’s mine.Everyone has a pattern.
Impact
Social interaction
Consistency/StabilityRules/Structure
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Everyone has a pattern. Here’s Bob’s.
Impact
Social interaction
Consistency/StabilityRules/Structure
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The most common sales pattern
Impact
Social interaction
Consistency/StabilityRules/Structure
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Traditional marketing pattern
Impact
Social interaction
Consistency/StabilityRules/Structure
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Digital marketing pattern
Impact
Social interaction
Consistency/StabilityRules/Structure
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Classic sales pattern
Digital marketing pattern
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Findings from Green Peak Partners leadership study
“A high self-awareness score was the strongest predictor of overall
[organizational] success."
What makes for great leaders
TryPI.com/XChange
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#XSP18
@garypica
Gary PicaPresidentTruMethods
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The Sales-Marketing Divide
• Why is there an expectation gap between marketing and sales?• The divide creates sales and marketing inefficiency • Sales and Marketing need common goals• Understanding “funnel math”• Common focus to unite team
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The Prospect Funnel
Suspects
Prospects
Warm Leads
Hot!
• Marketing is aimed at the top of the funnel
• Sales lives at the bottom of the funnel• The middle of the funnel should be the
common ground
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#XSP18
Bridging the Divide
• Roles and process aimed on the mid-funnel• Clear focus on Ideal fit prospects• Understanding the buyer journey• Mid-funnel metrics• Attitude, self-image, and self-discipline
Suspects
Prospects
Warm Leads
Hot!
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#XSP18
@ITWeapons
Jeremy MacBeanDirector, Marketing & Communications IT Weapons
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#XSP18
Sales
Marketing
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#XSP18Sales
Marketing
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75% of B2B buyers now use social media to
research vendors
+75%
90% of decision makers say they
never respond to cold outreach
+90%
7 people are now involved in the average B2B
buying decision
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…Over 60% of the
sales cycle is complete before a prospect engages a sales rep.
”“
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“If you have more money than brains, you should focus on outbound marketing.
If you have more brains than money, you should focus on inbound marketing.”
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“…it’s not about the stuff that you sell… It’s about the stories you tell.”
- Seth Godin
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Every engagement with a client is an opportunity to
add insight and value.
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RHYTHM&
DISCIPLINE
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#XSP18
SHARED
ACCOUNTABILITY
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#XSP18
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#XSP18
1:15 pm The Easiest Ways to Lose Money in MarketingGrand Caribbean I-II David DeCamillis, Platte River Networks
Wrap Up
Jade [email protected]
John [email protected]