Secrets to Maximizing Your Marketing ROI: Aligning Sales and Marketing Are your sales and marketing teams working together or are they at war with each other? In today’s tough economy, business can’t afford to expend resources, time or money pursuing opportunities that will not result in revenue. Shrinking budgets, lengthening sales cycles and marketing programs that don’t work are frustrating your sales teams more than ever before. Aligning these organizations can offer you the greatest opportunity to yield better quality leads from your marketing efforts, shorten the sales cycle, close more business and reduce marketing costs. Good working partnerships between these organizations serve as the foundation for profitable revenue growth.

1. Secrets to
Maximizing Your
Marketing ROI:
Aligning Sales
& Marketing
Stephen N. Davis
“Partnering With Clients to Drive
Sustainable Profitable Growth”

2. John Wanamaker
“Half the money I spend
on advertising is wasted,
and the trouble is,
I don’t know which half.”
2000 - 2011 © CXO Advisory Group

3. Your Most Critical Pieces for
Revenue Growth
Sales
Marketing
2000 - 2011 © CXO Advisory Group

4. 2000 - 2011 © CXO Advisory Group

5. 2000 - 2011 © CXO Advisory Group

6. “Your
Marketing Leads
S*CK!!!”
2000 - 2011 © CXO Advisory Group

7. “We Send
Qualified Leads
To Sales &
They Fall into a
Black Hole”
2000 - 2011 © CXO Advisory Group

8. “Sales Sells
Product to the
Wrong People!”
2000 - 2011 © CXO Advisory Group

9. 90%
% Of Marketing Materials
UNUSED BY SALES
Source: AMA
2000 - 2011 © CXO Advisory Group

10. “Marketing Doesn’t
Provide What We
NEED!!”
2000 - 2011 © CXO Advisory Group

11. “Sales Doesn’t
Have a Clue About
BRANDING!”
2000 - 2011 © CXO Advisory Group

12. “I Can’t Believe
Sales Asked that
Question. It’s in the
Literature!”
2000 - 2011 © CXO Advisory Group

13. Sales Spends
40%
Of Their Time Creating Their Own
Marketing Materials
Source: CMO Council
2000 - 2011 © CXO Advisory Group

14. 10 Min/Week Additional Selling Time
= $57,000
Additional Revenue Per Year
Source: IDC Sales Enablement Research
2000 - 2011 © CXO Advisory Group

15. “Marketing Doesn’t
Involve Sales in its
Planning!”
2000 - 2011 © CXO Advisory Group

16. “Sales Doesn’t
Provide ANY
Feedback!”
2000 - 2011 © CXO Advisory Group

17. The Real Secret to
Maximizing Marketing ROI
Aligning
Sales &
Marketing
2000 - 2011 © CXO Advisory Group

18. 8%
Of Corporations Report
“TIGHT ALIGNMENT”
Between Sales & Marketing
Source: Forrester
2000 - 2011 © CXO Advisory Group

19. Better Aligned = More Business
5.4%
Faster Growth on Year-to-Year Basis
Than Competition
Source: MarketingProfs
2000 - 2011 © CXO Advisory Group

20. Better Aligned = More Business
38%
Better at Closing Proposals than
Non-Aligned Competition
Source: MarketingProfs
2000 - 2011 © CXO Advisory Group

21. Better Aligned = More Business
36%
Less Churn of Their Customers
To Competition
Source: MarketingProfs
2000 - 2011 © CXO Advisory Group

22. Typical Marketing Meeting
2000 - 2011 © CXO Advisory Group

23. Marketing and Sales look at the world
through different lenses
2000 - 2011 © CXO Advisory Group

24. Marketing Looks For Mr. Right
2000 - 2011 © CXO Advisory Group

25. Sales Wants Mr. RightNOW
2000 - 2011 © CXO Advisory Group

26. When Their Isn’t A Common Profile
You End Up With
2000 - 2011 © CXO Advisory Group

27. It Starts With Communication
 Attend each other’s staff
meetings
 Marketing needs to get into
the field with sales
• Speaking to customers
• Watching Demos
• Listening to presentations
2000 - 2011 © CXO Advisory Group

28. “Marketing & Sales
Should Jointly
Define a
“Sales-Ready” Lead!”
2000 - 2011 © CXO Advisory Group

29. Develop a Common Buyers Profile
 Who is your “ideal customer?”
 Who is typically the “key decision maker?”
 How do they make their decisions?
 Where do they collect their information to make a
decision?
 What are their critical business issues?
 What is their buying process?
 What is the Sales Cycle?
 What are the “trigger events”
2000 - 2011 © CXO Advisory Group

30. Score Your Leads
2000 - 2011 © CXO Advisory Group

31. Lead Scoring For Better
Allocation of Resources
 Ranks one prospect vs another
 Unbiased way to determine which department should
focus prospect
 Identifies “Sales-Ready” Prospects
 Helps tune your ideal buyer profile
2000 - 2011 © CXO Advisory Group

32. Lead Definitions Impact
Marketing Effectiveness
75%
80%
70%
60%
Current Percentage
50%
25%
40%
30%
20%
10%
0%
Return on Marleting Investment
Companies Supporting Common Lead Definition All Others
Source: Aberdeen Group 2010
2000 - 2011 © CXO Advisory Group

33. Lead Definitions Impact
Sales Effectiveness
18% 16.5%
16%
Year Over Year Change
14% 12.7%
10.5%
12%
10%
8%
4.9%
6%
3.0% 3.2%
4%
1.3%
2% 0.2%
0%
Bid-to-Win Time To Close Return on Lead to Sales
Ratio Marketing Conversion
Investment
Companies Supporting Common Lead Definition All Others
Source: Aberdeen Group 2010
2000 - 2011 © CXO Advisory Group

34. Agree on a Lead Management System
New Lead
Registered Lead
Lead Nurturing
Buying Cycle
Phone Ready Lead
TeleQualify Leads
Sales-Validate Lead
Demo/Meet/Proposal
Enter Sales Forecast
Closed Deals
2000 - 2011 © CXO Advisory Group

35. Agree on When to Hand of to Sales
New Lead
Registered Lead
Lead Nurturing
Buying Cycle
Phone Ready Lead
TeleQualify Leads
Sales-Validate Lead Hand Off
to Sales
Demo/Meet/Proposal
Enter Sales Forecast
Closed Deals
2000 - 2011 © CXO Advisory Group

36. Agree on Buying Cycle - Relevant Tools
2000 - 2011 © CXO Advisory Group

37. Automate & Track
2000 - 2011 © CXO Advisory Group

38. Measure
Marketing on It’s Contribution to Revenue
2000 - 2011 © CXO Advisory Group

39. FeedBack From Sales
2000 - 2011 © CXO Advisory Group

40. Analyze Feedback on
Quality of Tools/Leads
2000 - 2011 © CXO Advisory Group

41. Improve Your Tools
2000 - 2011 © CXO Advisory Group

42. Everybody Wins
2000 - 2011 © CXO Advisory Group

43. Questions
2000 - 2011 © CXO Advisory Group

44. Driving Profitable Growth
2000 - 2011 © CXO Advisory Group

45. Driving Profitable Growth
We help companies optimize business
development and marketing; accelerate
sales; and seize the most attractive
growth opportunities.
2000 - 2011 © CXO Advisory Group

46. The CXO Advisory Group
 CXO Advisory Group is a strategic operations advisory
and management firm comprised of proven C-level
executives with both breadth and depth of experience.
 CXO Advisory Group Team members have achieved
success in positions ranging from: President/CEO to
COO, and VPs of Sales, Marketing, Corporate
Development and Human Resources.
 Has proven success in business development and in
building US sales and distribution channels
2000 - 2011 © CXO Advisory Group

47. How Can CXO Help You?
Business Strategy Services
• Audit business practices and organization
• Evaluate product and pricing strategies
• Evaluate effectiveness of sales channel
• Assess effectiveness of existing sales and marketing
programs
Market Entry Program
• Analyze competitive landscape
• Market launch strategy and plan
• Channel strategy and programs
• Establish sales channels
• Generate sales and manage relationships
• Identify and develop strategic partnerships
2000 - 2011 © CXO Advisory Group

48. How Can CXO Help You?
Sales Channel Management
• Review and revise sales channel strategies
• Channel partner identification, prospecting and recruitment
• Eliminate channel conflict
• Channel contract development and negotiation
Interim Management Resources
• Interim CEO, COO, CMO, CSO
• Interim VP of Sales and Marketing
• Consultant on staff
• Launch team coaches
2000 - 2011 © CXO Advisory Group

49. How Can CXO Help You?
Venture Advisory Services
• Fine tune operations, business strategy and market entry
• Assist with due diligence
• Strategic business assessment of portfolio companies
2000 - 2011 © CXO Advisory Group

50. Contact Information:
Stephen Davis
Interim COO/VP Sales & Marketing |
Business Consultant | Sales Channel and
Business Development Expert | Author &
Speaker
“Partnering With Clients to Drive
Sustainable Profitable Growth”
Phone: (508) 528-7571
Email: sdavis@cxoadvisorygroup.com
Website: www.cxoadvisorygroup.com
Linkedin: www.linkedin.com/in/stephendavis
Twitter: twitter.com/stephendaviscxo