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Page 1: Zoe hominick

Sales & Marketing Collaboration

Zoe Hominick Head of SMB Marketing

@zoehominick

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2SMB MarketingTelefonica UK

The stereo types.

Sales Person The Marketer

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3SMB MarketingTelefonica UK

Historically the funnel has been weighted towards sales

Awareness

Leads

Opportunities

Proposal

New custom

er

PullMarketing in control

Sales in control

Push

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4SMB MarketingTelefonica UK

The marketing mix we used reflected this

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5SMB MarketingTelefonica UK

Our customers world has changed

Customer more powerful

=

Access to Information Influence InsightComparison

TRUST

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6SMB MarketingTelefonica UK

This has changed the buying cycle and we are responding to this

62% of B2B decision

occurs before first contact

32 days is the time taken make to purchase

65% of SMEs show

consumer-like behaviour and buy consumer mobile

First interaction shifted from Voice to Online but customers still like channel choice.

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7SMB MarketingTelefonica UK

3D Autoshape

Influencer impact Social Content

Customer Control

Engagement with Sales

We need to rethink the role of both sales and marketing in the digital world.

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8SMB MarketingTelefonica UK

Key to collaboration not fundamentally changed but are more important than everDo you know each other – Relationships are key Common goals and shared success Accountability Clear process and agreed handoffs

Communication , Communication, Communication

Digital Marketing &

Search

Social & Content

o2.co.ukOmni

Channel Shop & Fulfill

Support Self Serve

Attract Engage Convert Serve

To : Joined up journey with consistent messaging across all digital touch points and compelling hooks from attract to convert online and offline, supported by informed measures

Defined user journeys that are informative engaging, and measured with compelling conversion points

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Business DirectorateTelefónica UK

Conclusion

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Collaboration is as important as ever and the principles remain the sameThe rules of new digital world have not yet been writtenThis is a great opportunity for marketing to create more demand and demonstrate greater value