Sales & Marketing Collaboration
Zoe Hominick Head of SMB Marketing
@zoehominick
2SMB MarketingTelefonica UK
The stereo types.
Sales Person The Marketer
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
4SMB MarketingTelefonica UK
The marketing mix we used reflected this
5SMB MarketingTelefonica UK
Our customers world has changed
Customer more powerful
=
Access to Information Influence InsightComparison
TRUST
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.
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.
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
Business DirectorateTelefónica UK
Conclusion
9
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