Transcript ClearEdge Marketing PPT Template

More Leads, More Sales,
More Success
Why & How to Better Synch Sales & Marketing
Leslie Vickrey, President & Founder
ClearEdge Marketing
© 2009 ClearEdge Marketing. Confidential information.
Agenda
Who is ClearEdge 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
PLEASE DESCRIBE
1. Your role…
2. Your company size…
3. Top three sales and
marketing priorities…
Doug Ross, President
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
 Longer sales cycles
 Increased cost of sales
 Missed opportunities due
to lack of coordination
and collaboration
 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:
 More qualified sales and
talent leads
 More appointments
 Shorter sales cycle
 Reduced sales costs
 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
 Jointly involve sales and marketing in
development and vetting lists
 Guidelines
 Short, targeted prospect list
 20 prospects per AE
 The Benefits
 Gives marketing the time needed to win
attention through persistent programs and
support materials
 Gives sales time needed to focus intensely on
key prospects
11
2. Targeted Account Lists
Best Practices

Internal audit
 Two-day spring cleaning with sales
 Send profile update cards/e-mails
 Conduct surveys of lists

Find new prospects
 Leverage conferences & events
 Use your Web site
 Get referrals and consider co-registration
 Consider buying/renting lists

Maintain!
 Regularly clean
 Evaluate list development tactics
12
Panel Sound Off
Do You Have a CRM?
13
3. Role Reversals
 Send marketing out with sales
to…
 Meet customers and see their
environments
 Learn customer and prospect
challenges first hand
 See hard jobs like cold calling and
presentations first hand
 Understand the responsibilities,
stress, routine and tools of sales
professionals
14
3. Role Reversals
 Send sales to marketing to
learn…
 How programs are developed
 The science behind marketing
 The people behind the work
 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:
 New revenue/clients by program and
campaign
?
o What sales were initiated through
the marketing program/tool?
 Lead generation results
o How many strong leads can be tied
back to a specific marketing program
or tool?
?
?
 Audience response
o How did clients and prospects
respond to the program/tool?
?
?
17
4. Metrics & Measurement
 Measurement success requires
 Simple reporting system for sales
o CRM
o Excel
o Online tools like Salesforce.com
 Open, honest communications between
sales and marketing
 No egos, only excellence
18
Panel Sound Off
How Does Your Company Measure the
Effectiveness of Marketing Programs?
19
5. Centralize Tools & Information
 Marketing
 Centralize collateral
 Centralize program results and
success stories
 Centralize tool and program
training resources
20
5. Centralize Tools & Information
 Sales
 Program progress
 Program results
 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
 Refreshed messaging to reflect
clear client value proposition
 Incorporated new messaging
into Web redesign
 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
 Annual survey of senior IT
leaders
 Partner with key brands such
as KPMG, PwC and PA
Consulting
 Published report, press
release, blogs, etc.
 Survey is the basis for series
of local CIO forums
Results: $1M+ revenue, 100+ media
placements, 34 articles, 15+
national speaking engagements
26
Harvey Nash USA
 Webinar Opportunities
 “A Webinar is another tool to get
people in the HN loop.”
 “Webinars uncover opportunities
with clients and give us a reason
to meet with them.”
 “Webinars help position our
services and differentiate us
from the competition.”
 “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
 1 mailed post card,
4 in-person drop off note
cards and gifts
 # 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.
 Sales people: 15
 Prospects: 448
 Acknowledgements: 217
 Appointments: 136
 Requisitions: 43
 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:
 Sales people: 5
 Prospects: 100
 Acknowledgements: 37
 Appointments: 15
 Requisitions: 4
 Placements: 0
40% of acknowledgements have
turned into appointments
30
Synergis
 Keep-in-Touch Newsletter
 Quarterly newsletter
 Clients and consultants
 First issue: 20+% click through
rate, 14+% open rate
 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
ClearEdge Marketing
312.731.3149 • [email protected]
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