Strategy to Execution: How to Establish Integrated Sales & Marketing Behavior

Transcription

1 Strategy to Execution: How to Establish Integrated Sales & Marketing Behavior A Perspective and Case Study Mark Wilson Vice President, Corporate and Field Marketing November 8, 2010

2 What is needed to align behavior? Why should you care? How it works Integrated Sales & Marketing Behavior

3 What is needed to align behavior? Why should you care? How it works Integrated Sales & Marketing Behavior

4 What is the Problem Today?

5 What is the Problem Today?

6 Are Your Aligned?

7 1. Sales Enablement 2. Quality marketers = quality content 1. Aligned Strategic Planning 2. Go-to-Market Campaigns 3. Lead Funnel Management People Process Technology 1. Integrated sales & marketing systems 2. Real-time Collaboration Driving Sales & Marketing Behavior

8 What is needed to align behavior? Why should you care? How it works Why you should care, a lot

9 Existing Business Strategies are not Working of all salespeople did not hit their quota in 2009 Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: IDC

10 The growth in sales quotas are not supported by appropriate growth strategies 25% increase in a salesperson s quota over the last decade Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: My Estimate

11 Current lead generation plans are delivering the required level of pipeline for sales 63% of marketers say that within the last six months they have needed to increase their lead generation program. Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: IDC

12 Sales are not prepared to meet customers 38% of salespeople understand the customers issues and are able to identify how the vendor can help. Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: Forrester Research

13 Sales is not delivering value to their customers 15% of executives today say their meetings with sales people meet their expectations. of these 7% executives say they schedule follow up meetings. Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: Forrester Research

14 Sales does not trust the quality of material that marketing is preparing 40% >50% of salespeople s time is spent preparing customer-facing deliverables of materials created by marketing is not used by sales Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: Glen Petersen; The Profit Maximization Paradox

15 Marketing content is not addressing the needs of customers 53% of customers are satisfied with the quality of and value of information from the vendor Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: IDC

16 Prospects have highly engaged brand experiences before they meet with a salesperson 70% of the buying journey is complete before it gets to a salesperson Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: Sirius Decisions

17 Sales is not following up on marketing generated leads 70%- 90% of leads generated by marketing are never followedup with by sales Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: Marketing Sherpa

18 Businesses are not agile enough to accelerate sales cycles 22% are how much longer sales cycles are today than 5 years ago Process 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Source: Sirius Decisions

19 What is needed to align behavior? Why should you care? How it works Integrated Sales & Marketing Behavior

20 Define the Strategy: Make the segmentation actionable 20% IN 80% OUT * 50% IN 50% OUT * * * * * * * ** * * * * * * * * * * * * Centerpoint: Target Customer 80% IN 20% OUT 1. Avoid defining segments by their boundaries leads to loss of segment discipline. 2. Define segments by their centerpoints the target customer. 3. Use fuzzy logic to place prospective customers relative to segment. 4. Address all marketing communication to the customer at the centerpoint. 5. Commit to 100% whole product for the customer at the centerpoint. The target customer is the segment's center of gravity. Actions directed at this target impact the entire segment. Aligned Strategic Planning

21 Go-to-market campaigns

22 INITIAL CONTACT TRIAL ACTIVITY WIN STAGES FY Priori ty Account F2F Demo RFP Lab VHO NOC Ops POC (live) Initial Dep t Large Dep t AAA 2H_XX BBB 1H_XX PRIMARY CCC DDD EEE 2H_XX FFF GGG HHH III SECONDARY JJJ KKK LLL MMM NNN OOO EXPLR PPP QQQ RRR Lead Funnel Management

23 Awareness Interest/ Consideration Engagement/ Inquiry / Lead Opportunity Sale PR: XX articles, XX bylines, XX editor briefings AR: XX analyst mentions, XX analyst briefings Web Marketing: 3 home page features Advertising: XM impressions, XX clicks, XX CTR Social Media: XX blog posts, XX talk backs, XX tweets Events: XX tradeshows, XX seminars, XX webcasts Outbound marketing: XX telemarketing, XX marketing Lead Gen : X inquiries Sales Collateral: XX white papers, XX brochures, XX presentations, XX case studies Newsletters: XX subscribers Content creation: XX seminars, XX webcasts Demos & Trials: XX Flash demos, XX trial Key Customer Activities: XX Tours, XX CABs User Conference: XX TechWave sessions Customer Communcations: XX newsletters Integrated Sales & Marketing Systems

24 Face to the Customer Media Sybase (Sales, web, etc.) Direct Target Customers & Influencers Other Vendors Partners ISVs Analyst Reports Co-Sponsored Events Events Peers Media Trade Shows Events May Events Direct Marketing Content

25 Target Market & Provocation Social Media Content Events Reporting

26 Business Video Technical Video Target Market & Provocation Social Media Content Virtual Events Conversation Monitoring

27 Target Market & Provocation Social Media Content Events Reporting

28 Webcasts Bylines Speaking Opps Content Syndication Videos Podcasts Press Articles Blogs Direct Mail / Meeting Makers Special Reports Online ebook Site Customer Briefing Events Online Advertising Target Market & Provocation Content Social Media Events Reporting

29 Target Market & Provocation Events Blogs Books Reporting

30 Awareness Interest/ Consideration Engagement/ Inquiry / Lead Opportunity Sale Share of Voice (Public Relations) Lead Generation Pipeline Revenue Share of Voice (Analyst Relations) Search Results Website Performance Brand Measure Partner Program Pipeline Movement Account Progress Win-Loss Report Competitive Insights Target Market & Provocation Social Media Content Events Reporting

31 How aligned is your sales & marketing Process Weak Strong 1. Strategic planning 2. Go-to-market campaigns 3. Lead funnel management People 1. Sales enablement 2. Quality marketers = quality content Technology 1. Integrated sales & marketing systems 2. Real-time collaboration Lastly, benchmark your alignment

32 Strategy to Execution: How to Establish Integrated Sales & Marketing Behavior A Perspective and Case Study Mark Wilson Vice President, Corporate and Field Marketing November 8, 2010