How to get sales and marketing to speak the same language.
-
Upload
innovative-marketing-resources -
Category
Marketing
-
view
237 -
download
3
description
Transcript of How to get sales and marketing to speak the same language.
![Page 1: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/1.jpg)
www.contentmarketingblueprint.com
CMB Partner Office Hours
How to get sales and marketing speaking the same
language.Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com
![Page 2: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/2.jpg)
www.contentmarketingblueprint.com
Max TraylorVP Business Development at Content Marketer’s Blueprint
Director of Client Services at Innovative Marketing Resources
+MaxTraylor
Linkedin/in/maxtraylor
![Page 3: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/3.jpg)
www.contentmarketingblueprint.com
Jason SwenkDigital-preneur
https://twitter.com/jswenk
https://www.linkedin.com/in/jasonswenk
https://plus.google.com/u/0/+JasonSwenk01
![Page 4: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/4.jpg)
www.contentmarketingblueprint.com
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
![Page 5: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/5.jpg)
www.contentmarketingblueprint.com
Today’s Schedule15 minutes: Presentation
20 minutes: Open discussion
![Page 6: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/6.jpg)
www.contentmarketingblueprint.com
After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
![Page 7: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/7.jpg)
www.contentmarketingblueprint.com
Today’s Topic:Get marketing and sales speaking the same
language.
www.contentmarketingblueprint.com
![Page 8: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/8.jpg)
www.contentmarketingblueprint.com
The disconnect with most companies.
![Page 9: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/9.jpg)
www.contentmarketingblueprint.com
Typical Inbound Process(Static)
Planning
• Buyer persona research• Content marketing plan
Marketing
• Create content to attract• Nurture leads
Sales
• Follow up with leads• Close some / Lose some
![Page 10: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/10.jpg)
www.contentmarketingblueprint.com
Remember, inbound is a process that
requires constant improvement.!
![Page 11: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/11.jpg)
www.contentmarketingblueprint.com
Evolving Inbound Process
Planning
MarketingSales
![Page 12: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/12.jpg)
www.contentmarketingblueprint.com
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
![Page 13: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/13.jpg)
www.contentmarketingblueprint.com
Marketing and sales can speak “buyer
persona”.
![Page 14: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/14.jpg)
www.contentmarketingblueprint.com
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
![Page 15: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/15.jpg)
www.contentmarketingblueprint.com
Marketing caters to the buying process.
Website design
Content MarketingStrategy
![Page 16: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/16.jpg)
www.contentmarketingblueprint.com
Sales provides feedback on the buying process.
One of four things can happen when sales gets a lead from marketing:
Win
Loss (to a competitor)
Suspended (no decision)
Abandon (not the right lead)
Design the feedback loop in CRM
![Page 17: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/17.jpg)
www.contentmarketingblueprint.com
Dropdown options in CRM
Win
Success factors
Decision criteria
Loss
Success factor
Decision criteria
Suspended
Decision Criteria
Perceived Barriers
Abandoned
Not the right fit (quality)
Unresponsive (sales process)
![Page 18: How to get sales and marketing to speak the same language.](https://reader035.fdocuments.net/reader035/viewer/2022062513/555281f2b4c905b4598b4f66/html5/thumbnails/18.jpg)
www.contentmarketingblueprint.com
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