Integrating Sales and Marketing and Achieving Profitable Results
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Integrating Sales and Marketing and Achieving Profitable Results
- 1. Integrating Sales and Marketing and Achieving Profitable Results Dean Isaacs, President Vantage Group LLC 720.449.1020 | dean@thevantagegrp.com www.thevantagegrp.com © Vantage Group LLC – All Rights Reserved
- 2. KNOWLEDGE + ACTION = RESULTS © Vantage Group LLC – All Rights Reserved
- 3. How has your business changed ? © Vantage Group LLC – All Rights Reserved
- 4. Insanity: “doing the same thing over and over again and expecting different results.” Albert Einstein © Vantage Group LLC – All Rights Reserved
- 5. Revenue/ Client REVENUE GROWTH # New Clients Ave. Sale Lifetime Size Client Value © Vantage Group LLC – All Rights Reserved
- 6. Marketing Sales Leads Deals Generated Closed © Vantage Group LLC – All Rights Reserved
- 7. Corporate Objectives Marketing Sales © Vantage Group LLC – All Rights Reserved
- 8. CHALLENGES AND OPPORTUNITIES © Vantage Group LLC – All Rights Reserved
- 9. Time 1,000,000 / 2,700 Google Channels 22 Seconds Lack of Planning Conversion Budget © Vantage Group LLC – All Rights Reserved
- 10. © Vantage Group LLC – All Rights Reserved
- 11. Take Need Information Evaluate Decision Action © Vantage Group LLC – All Rights Reserved
- 12. LISTEN TO SALES AND MARKETING © Vantage Group LLC – All Rights Reserved
- 13. MARKETING PLANNING PROCESS Research Goals Target Message/ Channels Materials Action © Vantage Group LLC – All Rights Reserved
- 14. BUILDING AN INTEGRATED SYSTEM • Develop common goals • Sales must be included in the marketing planning process • Marketing must understand the sales challenges • Work together to profile your ideal client © Vantage Group LLC – All Rights Reserved
- 15. Lead Qualified lead Prospect Opportunity Client © Vantage Group LLC – All Rights Reserved
- 16. 1 Leverage technology 2 Map the buying cycle 3 Measure in public © Vantage Group LLC – All Rights Reserved
- 17. TABLE EXERCISE $/sale x # sales/year x # years as a client = Lifetime Client Value (LCV) • Select 1 person at the table to focus on • 3 ideas you can implement to increase LCV o Be specific o Be realistic o Don’t forget profit o Don’t limit your ideas © Vantage Group LLC – All Rights Reserved
- 18. HOMEWORK 1. Calculate your average Lifetime Client Value (LCV) $/sale x # sales/year x # years as a client = LCV 2. What is your average annual profit per client? 3. Profile the clients that generate the highest LCV 4. How can you increase LCV? Dean Isaacs | 720.449.1020 dean@thevantagegrp.com | www.thevantagegrp.com © Vantage Group LLC – All Rights Reserved
- 19. Thank You! Dean Isaacs | 720.449.1020 dean@thevantagegrp.com | www.thevantagegrp.com © Vantage Group LLC – All Rights Reserved
Notas do Editor
- Provide knowledgeInspire actionYou’ll see results
- Client needs, buying habitsCompetitionIs there still a demand for what you offer?
- What is the most effective way to grow your business? Increase revenue per clientIncrease the number of new clientsIncrease the average Sale SizeShorten the Selling CycleIncreaseLifetime Client Value (Explain this)WHAT ELSE??
- How do you define success of each?Marketing = Generating leadsSales = Converting leads in to paying clientsWhen does marketing stop and sale begin?The line between sales and marketing is becoming blurred.
- What are your corporate objectives?Sell more stuff?Build and sell the business?Grow regionally, or nationally?Simplify the business?Are Sales and Marketing working together to achieve your corporate objectives?
- What are some of your sales and marketing challenges?Who owns each part of the process?We have to be client focused to achieve sustainable growthConsider:Who is your ideal client and what are they looking for?Do we fill their need?How will they find what they need and how will they buy it?Are we marketing and selling inline with their needs and process?
- Our marketing message is getting lost in the noise.Marketing Messages 1M/yearGoogle – Unlimited access to informationChannel – how to reach your target**NOBEUS story: they wanted a marketing plan to create property management leads. No differentiation… We used their receivership services to create a new market, messaging and focused on a different market.
- Before we had access to information the sales person had the answers (solutions) and the power.The power has shifted to the buyer. They have the money, information and the power.We need to even the playing fieldHARVARD BUSINESS REVIEW ARTICLE
- A typical buying processDo we buy in a step1, 2, 3, manner? NOSo how do we know when to stop marketing and start selling?There is no stop and start any more, it has to be an integrates system.Must be able to score a lead as it moves thru the process
- Sale and Marketing are in their own open loop systems with a vague relationship to each otherCreate a closed loop systemSystem that can assist in moving the lead to a prospect to an opp and close
- A place to start is including sales in the marketing planning process.They have unique insight into the clients needsWhat is a good lead vs a bad leadWhat support they need to move a lead thru the buying process
- Common goals that assist in achieve the corporate objectivesEveryone has to be client focused to achieve sustainable growthConsider:Who is your ideal client?What are they looking for?Do we fill their need?How to they buy?Are we marketing and selling inline with their process?
- Define each
- As you begin to integrate sales and marketing:Map the buying cycle, develop your processesLeverage technology, Inbound marketing, CRM, reportingMeasure in public, how to react
- Client retention program to keep clients around longerAdding or bundling services to increase the average sale sizeChanging agreements, add value and length- Understand what they want…