Inbound marketing brings in leads. Leads that sales says are not ready…yet. The leads are engaged, but are they really qualified? Who is right, who is wrong and how do we make this process work better? Brian Kavicky, Vice-President at Lushin, Inc., discusses the ways to integrate sales and marketing and what areas you need to focus on to make the efforts of both effective in your organization

1. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
SALES AND
MARKETINGNOT ONE OR THE
OTHER
Brian Kavicky, Vice-President Lushin, Inc.
#GoInboundMktg

2. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

3. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

4. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

5. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

6. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

7. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

8. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

9. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

10. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
GOOGL
E:ROLE OF SALES AND
MARKETING IN A
BUSINESS

11. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
GOOGL
E:
GOAL OF MARKETING
AND SALES

12. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
AND MAXIMIZE THE
GROSS PROFIT OF A
COMPANY
TO INCREASE THE
REVENUE

13. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

14. @bkavicky
SALES
SAYS:
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
• “I have no idea what you are doing in marketing.”
• “These leads are not the decision makers.”
• “These leads are not ready to buy.”
• “You are sending too many leads”
• “You are not sending us enough leads”
• “The marketing stuff does not match what we are
saying.”• “Our clients are not buying for the reasons that you say
they are.”

15. @bkavicky
MARKETING
SAYS:
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
• “Give us some credit for your big sale.”
• “Why aren’t you using the
content/presentation/collateral that
we have given you?”
• “You need to think like marketers not sales people.”
• “Stop complaining about the lead quality, maybe you just
can’t sell.”• “Sales isn’t following up on leads quickly when they
are hot.”

16. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

17. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
“(60-70%) OF BUYERS
SAY THAT THEY ARE
DONE WITH THE SALES
PROCESSBEFORE THEY
ENGAGE A SALES
REPRESENTATIVE.”

18. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

19. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

20. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
“THE MORE
CONTENT
THEY CONSUME,THE BETTER
QUALIFIED
THAT THEY ARE.”

21. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

22. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
“YOU WANT YOUR
MARKETING
TO BE DRIVEN BY THE
VOICE
OF THE CUSTOMERAND NOT BY THE
VOICE OF YOUR
COMPANY OR TEAM.”

23. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
YOUR WEB PAGE HERE

24. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
“PEOPLE HAVE TO LIKE
YOU BEFORE THEY
BUY YOU,SO WE NEED TO
NURTURE
THE LEADS.”

25. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

26. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
“THE EARLIER THAT
WE
CAN GET THEM TO
TRY THE
(DEMO, PRODUCT, SERVICE),THE MORE EXCITED
ABOUT IT THEY WILL BE.”

27. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

28. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

29. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

30. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
THERE IS NO FORMAL,
DOCUMENTED SALES
PROCESSTHE SALES PROCESS DOES NOT
INCLUDE
ANY MARKETING/SALES TRIGGERS OR
HANDOFFS

31. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
CREATE/DOCUMEN
T
YOUR SALES
PROCESSAND INCLUDE
MARKETING WITHIN
THE STAGES

32. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
NOBODY
KNOWSWHAT A QUALIFIED
LEAD IS

33. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
THERE MUST BE A
FORMAL, WRITTEN
AGREEMENT IN PLACEABOUT WHAT A LEAD IS
AND WHAT WILL BE
DONE WITH IT

34. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
THE SALES PIPELINE MUST
BE STAGED TO THE SALES
PROCESSAND DIRECTLY
CORRELATE TO HOW THE
BUYER IS BUYING

35. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
SALES AND
MARKETING
DIFFER IN BOTH
CULTURAL AND
ECONOMIC VALUES

36. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
SALES/MARKETING
DOES NOTUNDERSTAND WHAT
THE OTHER IS
ACTUALLY DOING

37. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200

38. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
COMMUNICATION
BETWEEN
SALES AND
MARKETING
MUST BE
STRUCTURAL
WITHIN THE
BUSINESS

39. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
UNDERSTAND AND
UTILIZE MARKETING
AND VICE VERSA
SALES NEEDS
TO

40. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
MESSAGI
NGIS NOT
ALIGNED

41. @bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
MESSAGING MUST BE
CONSISTENT
• Problems first
• Agitation of the problem second
• Then solution, credibility, and trust building last