The document discusses aligning marketing and sales strategies by developing a comprehensive marketing plan that is ongoing, aligned with business goals, and measurable. It stresses that the plan should clearly explain how each activity integrates with others to generate opportunities for sales. The plan requires buy-in from both marketing and sales, who should jointly set and track targets. It also provides examples of lead tracking and reporting processes to demonstrate marketing's value.
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
B2B Marketing and Sales Alignment
1. gaining an insight into how your
business can create a better synergy
between marketing and sales
Tim Hill
2. Topics
1. Understanding how to align your strategy to make
your funnel flow more effectively
2. Learning the best way to engage sales with your
marketing plan and get buy in
3. Determining the right reporting mechanisms to
demonstrate the value of marketing to the business
4. Developing a consistent framework for your lead
management
2 31/03/2012
4. sales alignment
• Our leads are crap
• Our Brand is not strong enough
• I want a “Golf” day
• Why aren’t we at this trade show?
• We should be in Qantas magazine…
4 31/03/2012
5. marketing
What a Successful Marketing Plan DOESN’T Look Like;
Ad Hoc Activities
Planned Quarterly
Tactical
For every Marketing activity can we clearly explain it’s objective,
how it integrates to other activities and how it generates real
opportunities for us in the near term?
If we couldn’t, are we going through the motions? And did we
simply not have a strategy aligned with the business.
6. marketing
What a Successful Marketing Plan DOES Look Like;
Ongoing
Aligned to Business Goals
Even if that means changing the business goals
Comprehensive
Measurable
Ongoing … often after a successful campaign we were wondering
what to do next … DO IT AGAIN!!
8. B2B organisations usually have many complexities;
•Many potential solutions
•Many potential customers
•Many potential activities
It’s often said however not easily done … the key is in deciding
what you are NOT going to do.
10. elements of marketing
Demand Generation
Channel Readiness
Awareness Marketing
Awareness Marketing
10 31/03/2012
11. Align IT with the
Manage Risk Manage Cost Improve Service
business
11 courtesy Dominic Schiavello, CA
12. buyers journey
V1 – Untroubled and Unaware
V2 – Established Interest
V3 – Recognise a Problem
V4 – Looking for a Solution
V5 – Evaluating Alternatives
V6 – Customer
12 31/03/2012
13. Campaign
buyers journey
logical campaign
Problem
Email Invitation
whitepaper Solution whitepaper,
Sales Invitation ROI Analysis
Document
Seminar Lead passed onto
sales
Demo and
case study Workshop
customer solution
Teleprospecting day
follow up call lead qual.
Y
met
Acknowledge
Y
problem
Nurture program park and revisit
PR – objective to
show problem
exists
14. just a marketing plan?
First of all, you have to start by realising it is a
SALES AND MARKETING PLAN
And not a Marketing plan that Sales have given a
notional ‘TICK’ to …
15. ANZ Business Demand Gen Council
Technical Sales BU’s
Partner
ANZ Demand Gen Direct Sales
Marketing
Councils
market
intelligence
Partner Sales Corp Comms
15 ANZ Field 31/03/2012
Marketing
16. Demand Generation Council
Identify representatives from around the business
and gain buy in
regular reviews, bi monthly on what is working and
what isn’t;
joint targets set and measured – each time we meet
these targets are discussed
16 31/03/2012
17. In a B2B environment, the absolute key to having Buy In to your Marketing
plan is …
DO THE RIGHT THINGS …
Don’t be stuck with ad-hoc / random activities
Be able to explain where each activity fits into the Buyers Journey
Be able to explain how your integrated marketing plans will develop
opportunities for Sales
As with Sales, understand how every activity develops a ‘progression’.
22. salesforce.com
We use Salesforce.com for all our reporting
Benefit of this approach:
We can track from lead to opportunity.
Sales team use it for forecasting as well
22 31/03/2012
23. LEAD QUALIFICATION, TRACKING Client completed
Marketing Activity
AND REPORTING PROCESS
Client receptive 2. Element
1. Element ‘A Buyer’
to contact ‘Acknowledges Problem’
LEAD Direct Lead YES Enterprise NO PARTNER
Account
QUALIFICATION
MQL
3. Element
Receptive to contact’
1a.Enter into
Partner
Salesforce
1b.Associate
to Campaign
1c. Activity
TRACKING detail in
message
AND
REPORTING 1d. Rep notified
via email
1f. SM notified NO 1e. Accept YES 2a.move to
via email next stage
2b. Pipeline
Report
3c. Review
Monthly
3c. Review by
State SM/MM
24. Example of lead email
1. Clearly defined owner and next
steps.
2. Description, Needs and Next
Action
3. Solution Area
4. More details are attached in a lead
document
5. Link to where it resides in SFDC
6. Their actions that are required.
24 31/03/2012
25. gaining an insight into how your business
can create a better synergy between
marketing and sales
alignment with the business comes from a unified
strategy with the right planning.
every marketing activity needs to mean something
and be part of a much larger campaign
it comes from knowing the business intimately and
not hiding from real objectives
25 31/03/2012
26. Thank you
tim.hill@ca.com
26 linkedin.com/in/timhill2000
Notas do Editor
overall theme - without the right marketing strategy you’ll never get sales alignment.Implemented in Australia > lead to Asia > then rolled out to NA and EMEA.
The core underlying problem here is that Sales should not drive the agenda for the business.marketing’s aim = headlights for the businesshow?
CA years ago > how can we fix it?marketing = longer term focus than sales | needs to change to be relevant
executing a campaign once only to throw it out? Why? > customer needs haven’t changed > we are still looking for revenueExample:100 people > 10% response. > lets run it again next monthmoving away from tactical once off activity.
sales, tell me your problems – we ‘ll solve them. can’t cover everything > focus on Continual Improvementtools > BPA and Lifecycle
similar to audience > what not to do > because we cannot cover everythingmethodical approach is required to understand what to focus onBRAND PORTFOLIO ANALYSISLifecycle Maturity Analysis
The Brand Portfolio Analysis > relative attractiveness of the market (things we can’t control) vs the relative strength of a company (things we can control)example: no focus on service mgmt > turned it from being a $0 business into a $12M business in 1 year. Lifecycle > maturity of a solution to help show what marketing mix to usereiterate > what mix of what elements?
maturity lifecycle = determine what mixeach is critical > combination to be successful.innovators stage = 75% CR / 25% DG / 0% AMexample: shouldn’t sales look after their own piece? well complex company 1,400+ products - it is pertinent they understand their part to play.
1,400 different products > Needs Hierarchy facing CIObenefit to marketingbenefit to salesexample: showing customer and saying you wanted to talk about this piece right? well actually I have this other need.right tactics and message for the customer > complex sale > steps to becoming customer. But what were they?
This was our global standard for the journey a buyer would take to becoming a customer. This helps to create alignment by default.eMarketing automation tool > built into campaigns > define stages they are Every activity = progressionsales benefitcustomer benefit
Campaign development to buyers flow > automated with StrategyMix > as you move through you can be more specificexample: our japan team 14 step logical campaign > 1000 per month > each month the campaign ran a seminar > automated no extra work > the right message at the right timebenefit to salesbenefit to customer
example: business meeting > failing business > still failing regardless of marketing performancewe are supposed to be headlights in business > are we relevant?
communicate plans with the whole team > analysis data inputs > understanding on the plan and sign offexample: helped minimise the noise for doing ‘stuff’ late in quarter
the key is measures and regular meeting to discuss progress > gain buy in
engaging your plan with sales and doing the right things > cop out50 attendees at a seminar > are they the right 50?better to get 5 attend who are in your right target audience at the right buyers journey stage?Complex company > Tools > BPA, Lifecycle and mix of marketing elements, Buyers Journey, Demand Gen Council
marketing is responsible for the flow of revenuesimple view > measures are important – the easy option is to shy away from targets but they are important to the businessTrack throughout the funnel > should we focus entirely on the top half?
marketing is not solely responsible for lead generation > mix of marketing services (DG, CR, AM) to maximise flow of revenue through funnelsocial media is another tactic > how does it progress buyers journeyexample: we were handed down an advertising budget; agency wanted to spend it all in 2 weeks
focuslagleakageexample: hospitality with a specific target
sales qualified lead is tracked as an opportunity > value is easily tracked and shown - tracking pipe is much easier.Campaign Code
feedback loop > why is this important… how we do that.regular reviews with sales – how are they doing with the lead, nail on each one rather than trying to throw more and more their way.
overall theme: without the right strategy you’ll never get alignmentBPA and Lifecycle > focus and mixBuyers Journey > messageDemand Generation Council > engagementpipeline review > short term objectivescontinual improvement > headlights for business
Thank you – I appreciate your time; if anyone would like to contact me here are my details.
