The Power of Sales-Marketing Alignment to Enable Sales & Improve Business Performance
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Transcript of The Power of Sales-Marketing Alignment to Enable Sales & Improve Business Performance
Easier, Faster, Better. Effective Sales Enablement for Maximum Results
All Rights Reserved. © MobilePaks 2013.
The Power of Sales-Marketing Alignment to Enable Sales & Improve Business Performance
All Rights Reserved. © MobilePaks 2013.
How to empower your sales team to meet customer needs. How to overcome the common challenges to successful
alignment, including examples from DocuSign. How to use technology to improve time-management, boost
performance and increase lead conversion.
Welcome/Agenda
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v
Speakers
Moderator: Chanin Ballance CEO, MobilePaks
Meagen EisenbergVP of Demand Generation, DocuSign
Robert J. MoreauCEO, Zyphias Group
How to empower your sales team to meet customer needs.
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Why is Sales-Marketing Alignment important?
“Companies that are best-in-class at aligning Marketing and Sales experienced an average of 20% growth in annual revenue, compared to a 4% decline in “laggard” organizations.” – Aberdeen Research
Understand Your Customers Journey
To understand the customers journey and map it you must understand the sub-conscious and emotional aspects of that journey.
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The customer buying process is the foundation of your customer journey map.
1. It’s an evolution in how an organization thinks about customer engagement
2. A customer journey is customer/buyer-centric• Customers interactions cut across multiple touch points• Different customers take different journeys
3. It includes emotions and sub-conscious actions as well as explicit and implicit activities
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70% of the Buying Process is done Prior to engaging sales
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How do I identify a customer’s journey?
1. Perform qualitative and quantitative research
2. Map/Document the customer buying process
3. Identify KEY customer interactions & pain points
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How do I identify a customer’s journey?
4. Develop Personas –Start with a Few
5. Track Content Consumption6. Create Customer/Buyer
Journey Maps
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How does it enable sales?
1. Shortens sales cycle by enabling marketing to better document each of their roles in the journey
2. Gives them better tools to address objections and alleviate “going dark” times in the sales cycle
3. They gain better clarity into the implicit and explicit as well as the emotional traits of their customers and prospects
4. Improves the content marketing & creates – more valuable buyer-centric content
How to overcome the common challenges to successful alignment. Lessons learned from DocuSign
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About DocuSign
Vision
Empower organizations to “keep business digital.”
Leader in Market Share
2009 2010 2011 2012 2013
Leader Among Analysts
#1eSignatureTakes Off
#1eSignature
Wave
#1eSignatureSolutions
Leader in Users
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67% Buyers Journey is Online
58% Leads are Web-Based
52% Lost Sales Due to Failure of Sales Enablement
=Sales & Marketing Alignment is Business Critical
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Three Basic Steps at DocuSign to Align
1. Build together2. Transparency in results3. Constant communication
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Build Together
Need Learn Evaluate Negotiate Purchase Implement Advocate
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Transparency in Results
•Real-time dashboards•ROI on marketing spend
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Constant Communication
Partner with sales in a habitual way
•Be creative•Run a pilot with a select group•After pilot, roll out to larger team at SKO•Ensure sales team understands value proposition•Executive support•Training, training, training•Weekly feedback loop•On-boarding is key
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Results
•Incredible insights and efficiencies gained•Increased lead conversion•Predictable revenue•Sales and marketing partnership
How to use technology to:
• Improve time-management•Boost performance• Increase lead conversion
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Marketing Technology
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CRM
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Business Intelligence
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Sale effectiveness tools
Other sales tools• Proposal and RFP
automation• Contract and
order entry • Prospect
intelligence• Presentation
Mobilepaks: On-demand sales support, content management and tracking; present & share features
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Summary/Q&A
• What we covered today
• Questions from our audience?
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Thank you for attending. A copy of the presentation will be sent out shortly.
Join us for our next webinar: • 10/24 Sales training doesn't have to suck. Make it relevant
and engaging• 11/6 Sales Enablement – Evolving from random acts to a
holistic system
For more information, contact us at [email protected]