Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder
-
Upload
corporate-visions-inc -
Category
Business
-
view
1.324 -
download
2
Transcript of Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder
![Page 1: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/1.jpg)
1 1
Corporate Visions Marketing and Sales Alignment
Karen Snyder, Director, Solution Marketing Kevin Starner, Director, Sales Enablement
Wednesday, Sept 21, 2011
![Page 2: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/2.jpg)
2
![Page 3: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/3.jpg)
3
![Page 4: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/4.jpg)
4
![Page 5: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/5.jpg)
Place image here
© 2010 Iron Mountain Incorporated. All rights reserved. Iron Mountain and the design of the mountain are registered trademarks of Iron Mountain Incorporated. All other trademarks and registered trademarks are the property of their respective owners.
Sales & Marketing Aligning for Impact
Kevin Starner, Director Sales Enablement Karen Snyder, Director Solutions Marketing
Wednesday, September 21, 2012
![Page 6: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/6.jpg)
6
On Power Messaging 85% of the collateral created by Marketing goes unused
-Entrepreneur Magazine
40% is the average amount of time spent by sales people creating their own material
– CMO Council
Only 10-20% of salespeople are creating the ‘best’ message for their prospects
-American Marketing Association
![Page 7: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/7.jpg)
7
![Page 8: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/8.jpg)
8
The more things change…
Joined IM in 2005
Dual Masters
EMR Enablement/ Digital Record
Center
President’s Award Winner
Director, Industry Marketing Solutions
Joined IM in 2002
Direct Sales
Sales Training & Development
Sales Leadership
Director, Sales Enablement
![Page 9: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/9.jpg)
9
The more things Stay the Same…
![Page 10: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/10.jpg)
10
OUR CHALLENGE
No Common Sales Methodology
Messaging Schizophrenia
No Alignment Between Sales, Marketing or Product Management
![Page 11: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/11.jpg)
11
EVENT A New Way
Old Way
?
The New Way
Old Way
Your Way
CULTURE
PROCESS
= Organizational Alignment
![Page 12: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/12.jpg)
12
OUR SOLUTION
No Common Sales Methodology
Define and Sequence Your Messaging Events
![Page 13: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/13.jpg)
13
What if you could…
![Page 14: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/14.jpg)
14
![Page 15: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/15.jpg)
15
AMBASSADOR OF AWESOMENESS
SUSAN TRUMPLER
![Page 16: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/16.jpg)
16
POWER MESSAGING TRAINING
420
24
10
Trained*
Cities
Weeks
![Page 17: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/17.jpg)
17
![Page 18: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/18.jpg)
18
HERE’S WHAT THEY ARE SAYING…
![Page 19: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/19.jpg)
19
ABOUT POWER MESSAGING
![Page 20: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/20.jpg)
20
How Often is Your Manager Coaching You on Power Messaging?
53%
28%
19%
Every Opportunity
Only the Biggest Opportunities
Rarely to Never
![Page 21: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/21.jpg)
21
![Page 22: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/22.jpg)
22
How Often Are You Applying Power Messaging Techniques to Your Deals?
59%
38%
3%
Every Opportunity
Only the Biggest Opportunities
Rarely to Never
![Page 23: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/23.jpg)
23
At What Stage in the Sales Process Do You Start Applying Power Messaging?
48%
23%
28%
1%
Prospecting
Closing
Solution Presentation
Needs Analysis
![Page 24: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/24.jpg)
24
STALLED DEALS
• 352 Stalled Deals • 19 Deals Signed • $14MM Total Value
![Page 25: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/25.jpg)
25
AND WE’RE JUST GETTING STARTED ;)
![Page 26: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/26.jpg)
26
OUR SOLUTION
No Common Sales Methodology
Messaging Schizophrenia
Define and Sequence Your Messaging Events
Establish Your Message Creation Process
![Page 27: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/27.jpg)
27
Early Adoption
![Page 28: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/28.jpg)
28
Historically Speaking
![Page 29: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/29.jpg)
29
Do you know about Iron Mountain?
![Page 30: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/30.jpg)
30
Did I tell you we are the Leader?
![Page 31: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/31.jpg)
31
See our Map, cool huh?
![Page 32: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/32.jpg)
32
So What?
![Page 33: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/33.jpg)
33
![Page 34: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/34.jpg)
34
![Page 35: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/35.jpg)
35
![Page 36: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/36.jpg)
36
Marketing
Sales Product Management
Important to your Buyer
Easy
to
Defe
nd
Message Creation
![Page 37: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/37.jpg)
37
Core Message Document
![Page 38: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/38.jpg)
38
How?
Interactive Messaging Guide
![Page 39: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/39.jpg)
39
![Page 40: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/40.jpg)
40
OUR SOLUTION
No Common Sales Methodology
Messaging Schizophrenia
No Alignment Between Sales, Marketing or Product Management
Define and Sequence Your Messaging Events
Establish Your Message Creation Process
Develop Your Messaging Culture
![Page 41: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/41.jpg)
41
Language
Theatre
Cuisine
![Page 42: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/42.jpg)
42
![Page 43: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/43.jpg)
43
Before Sales Enablement Weekly
![Page 44: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/44.jpg)
44
After Sales Enablement Weekly
![Page 45: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/45.jpg)
45
Before After
![Page 46: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/46.jpg)
46
Sales Enablement Weekly Sphere of Influence
Product Management Internet Marketing
Product &Solutions Marketing
Experiential Marketing
Proposal Services
Salesforce.com
Professional Services Sales Support
Corporate Communications
Business Intelligence
Account Services
Revenue Management
Employee Communications
![Page 47: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/47.jpg)
47
![Page 48: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/48.jpg)
48
![Page 49: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/49.jpg)
49
Some People Are More Creative Than Others
![Page 50: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/50.jpg)
50
WHAT IF…
You had over 300 specific Messaging Objects at your finger tips?
![Page 51: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/51.jpg)
51
Messaging Objects
![Page 52: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/52.jpg)
52
Develop Your Messaging Culture
Sales Process
Marketing Process
Messaging Culture
![Page 53: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/53.jpg)
53
OUR SOLUTION
No Common Sales Methodology
Marketing Messaging Schizophrenia
No Alignment Between Sales, Marketing or Product Management
Define and Sequence Your Training Events
Establish Your Message Creation Process
Develop Your Messaging Culture
![Page 54: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/54.jpg)
54
![Page 55: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/55.jpg)
55
![Page 56: Sales & Marketing Aligning for Impact, Kevin Starner, Karen Snyder](https://reader031.fdocuments.net/reader031/viewer/2022030120/58a1535a1a28abbe3c8b5763/html5/thumbnails/56.jpg)
56
So, what do you think?