More Leads More Sales More Success Why How
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More Leads, More Sales, More Success Why & How to Better Synch Sales & Marketing Leslie Vickrey, President & Founder Clear. Edge Marketing © 2009 Clear. Edge Marketing. Confidential information.
Agenda Who is Clear. Edge Marketing? Meet our Distinguished Panel The Age-Old Battle: Sales vs. Marketing Five Strategies for Successful Sales and Marketing Collaboration § Stories from the Field: Winning Strategies for Sales and Marketing Integration § Q&A with Panel § § 2
Meet the Panel Jamie Delsing, Managing Partner Consultis Bob Miano, President & CEO Harvey Nash USA Doug Ross, President PLEASE DESCRIBE 1. Your role… 2. Your company size… 3. Top three sales and marketing priorities… Synergis Lisa Schmid, Chief of Operations Superior Consulting Services 3
Sales vs. Marketing The Long & Bitter Rivalry Ends Here & Now 4
Sound Familiar? § “Marketing doesn’t understand my customers. I am the one out there on the front lines. ” § “The sales team doesn’t track anything. How can I know if a program is working if they don’t tell me how they’re using it? ” § “They don’t understand the sales process. ” § “They don’t use the marketing tools we provide. ” 5
Risks of Poor Partnership ü Longer sales cycles ü Increased cost of sales ü Missed opportunities due to lack of coordination and collaboration ü Risk of looking incompetent in the sales and marketing process to clients and potential customers 6
Great Partnership Outcomes An effective sales and marketing relationship will yield: ü More qualified sales and talent leads ü More appointments ü Shorter sales cycle ü Reduced sales costs ü Increased brand awareness 7
The Big 5 Winning Strategies for Sales & Marketing Integration 8
1. Build Alignment It’s time to shed the handoff culture! 9
1. Build Alignment Prospecting Account Maintenance Sales Win/ Client Orientation Client Identification/ Qualification Integrate all team members into each process and program! Post-pitch Follow-up Generating Interest Pitching 10
2. Targeted Account Lists § Identification ü Jointly involve sales and marketing in development and vetting lists § Guidelines ü Short, targeted prospect list ü 20 prospects per AE § The Benefits ü Gives marketing the time needed to win attention through persistent programs and support materials ü Gives sales time needed to focus intensely on key prospects 11
2. Targeted Account Lists Best Practices § Internal audit ü Two-day spring cleaning with sales ü Send profile update cards/e-mails ü Conduct surveys of lists § Find new prospects ü Leverage conferences & events ü Use your Web site ü Get referrals and consider co-registration ü Consider buying/renting lists § Maintain! ü Regularly clean ü Evaluate list development tactics 12
Panel Sound Off Do You Have a CRM? 13
3. Role Reversals § Send marketing out with sales to… ü Meet customers and see their environments ü Learn customer and prospect challenges first hand ü See hard jobs like cold calling and presentations first hand ü Understand the responsibilities, stress, routine and tools of sales professionals 14
3. Role Reversals § Send sales to marketing to learn… ü How programs are developed ü The science behind marketing ü The people behind the work ü The work behind the work 15
The BIG Question? What’s the ROI? 16
4. Metrics & Measurement § To know marketing tool/program effectiveness you must measure: ü New revenue/clients by program and campaign ? o What sales were initiated through the marketing program/tool? ü Lead generation results o How many strong leads can be tied back to a specific marketing program or tool? ü Audience response o How did clients and prospects respond to the program/tool? ? ? 17
4. Metrics & Measurement § Measurement success requires ü Simple reporting system for sales o CRM o Excel o Online tools like Salesforce. com ü Open, honest communications between sales and marketing ü No egos, only excellence 18
Panel Sound Off How Does Your Company Measure the Effectiveness of Marketing Programs? 19
5. Centralize Tools & Information § Marketing ü Centralize collateral ü Centralize program results and success stories ü Centralize tool and program training resources 20
5. Centralize Tools & Information § Sales ü Program progress ü Program results ü For some companies: prospect lists 21
Panel Sound Off How Do You Ensure Central Access and Widespread Usage of Marketing Tools? 22
Big FIVE Summary 1. 2. 3. 4. 5. Building Alignment Maintaining Excellent Target Lists Reversing Roles Incorporating Measurement & Metrics Centralizing Tools 23
Panelist Case Studies Stories from the Field: Winning Strategies for Sales and Marketing Integration 24
Superior Consulting Services § Messaging & Expertise ü Refreshed messaging to reflect clear client value proposition ü Incorporated new messaging into Web redesign ü Incorporated SME/senior executive into sales collateral and highlighted his thought leadership (published book) and speaking engagements to increase credibility Results: Stronger alignment between Sales and Marketing has resulted in clear, consistent messages 25
Harvey Nash USA § Events-driven, Thought Leadership Marketing ü Annual survey of senior IT leaders ü Partner with key brands such as KPMG, Pw. C and PA Consulting ü Published report, press release, blogs, etc. ü Survey is the basis for series of local CIO forums Results: $1 M+ revenue, 100+ media placements, 34 articles, 15+ national speaking engagements 26
Harvey Nash USA § Webinar Opportunities ü “A Webinar is another tool to get people in the HN loop. ” ü “Webinars uncover opportunities with clients and give us a reason to meet with them. ” ü “Webinars help position our services and differentiate us from the competition. ” ü “Creates substantial credibility and dialogue around being more than a staffing partner. ” Results: Attendance ranges from 50 -125 clients and prospects. Tracking appointments, pipeline and closed deals 27
Consultis § Target Account Program ü 1 mailed post card, 4 in-person drop off note cards and gifts ü # of prospects targeted depended on sales reps experience Touch Item Follow up Week One Mail postcard Follow-up call Week Two Drop off #1 (includes note card and giveaway) Follow-up call/ e-mail Week Three Drop off #2 (includes note card and giveaway) Follow-up call/ e-mail Week Four Drop off #3 (includes note card and giveaway) Follow-up call/ e-mail Week Five Drop off #4 (includes note card and giveaway) Follow-up call/ e-mail Transition contacts to a Keep-in-Touch Program Prospects for campaign were carefully targeted based on industry, geography and position 28
Consultis § Target Account Program, cont. ü Sales people: 15 ü Prospects: 448 ü Acknowledgements: 217 ü Appointments: 136 ü Requisitions: 43 ü Placements: 6 Resulted in a 30% ROI; results still coming in 29
Synergis § Target Account Program § Just concluded first full cycle of 6 -week program last week. Results so far: ü Sales people: 5 ü Prospects: 100 ü Acknowledgements: 37 ü Appointments: 15 ü Requisitions: 4 ü Placements: 0 40% of acknowledgements have turned into appointments 30
Synergis § Keep-in-Touch Newsletter ü Quarterly newsletter ü Clients and consultants ü First issue: 20+% click through rate, 14+% open rate ü Maintains contact with TAP contacts Sales and Marketing are working together to support one another throughout the sales cycle 31
Synergis § 12 -page brochure 32
Your Turn Questions? 33
Thank You! Leslie Vickrey President & Founder Clear. Edge Marketing 312. 731. 3149 • lvickrey@clearedgemarketing. com www. clearedgemarketing. com Upcoming Webinar: Tags, Tweets & 2. 0: Lessons in Social Media Musts & the Marketing Evolution Tuesday, November 10, 2009 from 12: 30 p. m. – 1: 30 p. m. EST 34
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