Is your sales and marketing organization aligned for success? Today we reveal the 10 essential elements to sales and marketing team collaboration - leading to success.

1. Align to Accelerate!
The 10 Essential Elements of Successful
Sales and Marketing Teams
Jeff Leo Herrmann
B2B Showrunner
@JeffLHerrmann

2. Who is this guy?
@JeffLHerrmann

3. Stay Alert!
STAY ALERT!
#1

4. We have the (social media) tools,
but first, what’s your why?
SURF THE WEB LATELY?

5. We live in a world of content
made BY and FOR
the mobile platform.

6. Consolidated Lingering | Connections Econ. at 3X
Why is Facebook successful?

7. Exploitation at its finest...biting our customers!
1. OUR data is being parsed and monetized, and we’re saying thank you.
2. Email is the only channel not algorithmically controlled.
3. How can we move them off of social and onto our platform….more product promotion?
4. Create compelling (interesting or problem-solving) content to capture attention and trust

8. Can we tip the scales back in our favor...?

9. GO STOP
Break Tribal Knowledge and Campaign Mindset
Tribal Knowledge Reigns

10. #2
ALIGNMENT
#2

11. Business Strategy, Goals and KPIs
#1 Partner to “Ideal Clients” that Value Creative and Financial Audience Development
Marketing Strategy
B2B Showrunner | Achieve $1.5 MM in Growth
#1 Partner to SMB Creators Better Best Practices
$858,000 in NEW BIZ
Existing Client RETENTION
Publishing and TAS Publishing and TAS
200 Leads and 40 Open Opps
Partners and Events
Always On Foundation: Web | Social | Paid | Thought Leadership
Top to Bottom Alignment on Strategy

12. Align Business Objectives and Buyer’s Journey
Business
Objectives
Acquire NEW
Leads
Develop Relationships Contract Retain and
Grow
Buyer’s
Journey
Status Quo Problem
Recognition
Research and
Consider
Commit Advocate
Status to
Company
Unknown Known
Marketing Ownership
Sales Execution
#StartUpScaleUp

13. #3
ALIENATE

14. Responsibilities, About and Desires:
Responsible for overall corporate strategy and
health of the business. He’s on the horse
leading the charge. Collaborates closely with the
team yet makes decisive calls on strategy,
direction and client leadership. Sets the pace
and tone of the organization. Wants to achieve
growth targets and see team evolve.
Goals, Motivations and Fears:
Primary goal is investing in growth of the
organization. Willing to embrace innovative
methods and loves ROI, yet functions on
instincts and intuition. Sceptical of “bright shiny
objects.” Fearful of low barriers to entry and the
pace of change of consumers and the broader
economy.
Triggers and Touchpoints:
Heavily influenced by financial publications, his
business owner network and LinkedIn. Prefers
hands on experience and in-person interactions
to establish trust.
Our Solutions:
We offer innovative methods to develop and
engage your audience to build trust and
credibility.
Gender: 70% Male
Age Range: 35-55
Income: $100k+
EDU: MBA
Industry: B2B
Job TItles: Owner,
Founder, President,
Entrepreneur
If You’re Targeting Everyone....
Strategic Serious Slater

15. Transparency
TRANSPARENCY#4

16. Define Sources and Drivers of Revenue
Source: Salesforce Blog

17. Respect the Client: Single Version of the Truth
Business
Objectives
Acquire NEW
Leads
Develop Relationships Contract Retain and
Grow
Buyer’s
Journey
Status Quo Problem
Recognition
Research and
Consider
Commit Advocate
Status to
Company
Unknown Known
Marketing Ownership
Sales Execution
Marketing Qualified Lead Sales Qualified
Define lead statuses and workflows to align sales and marketing.

18. Define Pipeline Stages and Progression
Stage Description and Progress Step Probability
Qualified Fits Ideal Client Profile (active marketing budget, understands
value of product). Accepts offer for an INTRO meeting on a fixed
date and time.
10%
Pitching INTRO meeting complete and has agreed to grant access to
accounts and attend a deep dive audit/strategy meeting.
25%
Proposal Attended audit/strategy meeting AND has been sent a proposal for
services.
50%
Negotiations Timing established. Decision committee known. Proposal under
evaluation and commitment to a go or no-go on a set date.
90%
Closed Won Executed contract for services received 100%
Closed Lost Deal lost 0%
#StartUpScaleUp

19. What Business are you In?
Passion, Commitment and a Unique POV
Think Like a Publisher
Build a Loyal Audience
#5

20. Content
Engagement Insights
SOCIAL
Subscribers!
YOUR.COM
C
all to
A
ction!
Model to Build Audience/Relationships at Scale

21. Illustrations of Owned Media Marketing Strategy

22. “It’s very challenging for a marketing
professional to leverage content with a
mission that revolves around the product
(and not the customer.)”
Joe Pulizzi

23. “It’s the strategic use of content that will
not only build audiences and drive the
creation and retention of customers, but
also do it at a profit.”
Robert Rose

24. A Seasonal Case Study

25. Look Familiar?
Does LifeFitness Approve of this Use?

26. Manufacturing Exercise Equipment or Changing Lives?
What business is Peloton in?
DIGITAL TRANSFORMATION

27. Passion, Commitment and a Unique POV
DIGITAL TRANSFORMATION

28. What Business are you In?
Passion, Commitment and a Unique POV
DIGITAL TRANSFORMATION

29. Community Engagement Builds Raving Fans
Social reinforcement to drive accountability

30. What are the cool kids wearing in NYC?
Opens, Clicks and Purchases
DIGITAL TRANSFORMATION

31. Consistent Tracking of Engagement and Progress
Intelligent Rewards and Reinforcement

32. Congrats on Your 100th
Ride!
Intelligent Rewards and Reinforcement

33. Multiple Revenue Streams Driven Across Platforms via Content
Equipment, Apparel, Content Subscription

34. #6 TRUST

35. 7) Produce Just ONE...#7 FOCUS

36. 28 Wins at $99,999 MRR
500 Leads
100+ Opps
Video email
prospecting
ABM to Target Accounts
Facebook Live 1/week
+ Atomized Content
N
U
R
TU
R
E
C
ontent Assets
Inbound and Paid
Media Acquisition
One Premium Asset Yields Many Derivative Assets

37. The Rise of the Showrunner

38. Plan | Produce | Publish | Promote | Repurpose

39. 8 Rhythm#8
RHYTHM

40. 40
IMPORTANT NOTE: The team has a very strong, and particular, point of view of the industry, strategies and
program/campaign execution. To that end, Phase 1 of our content strategy is not a broad collaborative
approach, but a highly leverage program focused on production of a singular premium content asset (video)
and the repurposing and extending of that asset into other forms and formats.
CTA: visit website.com/BBP landing page to subscribe to build audience
Facebook
LIVE Video
FB Page
(Fri 10AM)
Optimized for platform
Shot Horizontal
Need talking points
Download Upload to
YouTube
Channel
Blog Post with
Video and
transcribed
content
Shared to
LinkedIn and
Twitter with CTA
back to website
Optimized for platform
Published in
Weekly Curated
Newsletter to
Subscribers
(Audience)
Newsletter contains:
Top blog posts
Industry news
Extract audio to MP3
Upload to
iTunes,
Google Play
Lather | Rinse | Repeat | Repurpose

41. Lather | Rinse | Repeat the Forecast
Tues. 5:00 PM Pipeline Update
Wed. 9:30 AM Pipeline Exported
Fri. 9:00 AM Weekly Forecast Call

42. PREDICTION
#9

43. How to Nail Your Forecast with Certainty

44. #10

45. Relative Performance | Coaching Insights

46. CMO Savior | Audience Valuation Methodology

47. Key Takeaways
1. Every Company is a Media Company
2. Focus on Adding Value and Not Pitching Products
3. Build Loyal Audiences Around Shared Values
4. Process, Rhythm and Reporting
5. Content helps you understand interests and intent at scale
6. Leads or Audience Focused?
7. Diversified Revenue Streams Feasible

48. Thank you!
“It happens around the edges”
Seth Godin
Jeff Leo Herrmann
Jeff.Herrmann@MadisonToMarket.com
312.399.4535
@JeffLHerrmann

49. Content Drives Sales Productivity | B2B Showrunner Model
Drive Sales Enablement through an Owned Media Marketing Strategy
An Owned Media Marketing Strategy focuses on the audience (customer) first by producing consistent resource-driven content. This approach
positively impacts both inbound and outbound marketing strategies. This content led, resource-driven approach to sales prospecting and market
development builds trust and credibility of the organization and positions the sales team as industry experts and trusted advisors. An Owned Media
Marketing Strategy also provides the company access to their own first-party data and commercialization models beyond products/services revenue.
Strategy, Research &
Planning for Owned Media
Marketing Property
Consistent Media/Content
Production
Publish, Promote and
Activate Sales Team
Engage, Retain and
Measurement Insights
Business Strategy and Goals
Financial and Budget Plan
Competitive Analysis
Ideal Client Profile
1. Persona and Buyer’s
Journey
Messaging/VP Strategy
Content Marketing Mission
Statement
Keyword Strategy
Content Asset(s) Inventory
Platform and Channel
Selection
Subscription Strategy
Premium Content Asset
Development
1. Scripting, Flow and
Notes
Production and Atomization
Plan
1. Facebook Live Video
Program
2. Webinar Series
3. Strategic Blog
4. Podcast/Audio
Program
Content Calendar and
Cadence
Sales Process Design and
Playbooks, CRM Strategy
1. Align outbound to
media/inbound
2. Social Selling/ABM
Asset Distribution and
Promotion through
Paid/Organic Methods
1. Facebook/Social Ads
2. Organic Social
3. Influencers
4. Content Syndication
5. Email (MA)
Nurture Marketing Strategy
1. Build Loyal Audience
2. Scale your
Communications
3. Drive dialogue and
feedback loop
Valuation, Measurement and
Insights
RAVE Model
Sales/Marketing Insights
Dashboards and Forecasts
B2B Showrunner | Jeff Leo Herrmann | 312.399.4535
Last update July 27, 2017

50. APPENDIX