Does your marketing sell? ProductCamp8

Does your Marketing Sell?

Product Camp 8

Feb 2012

Session Overview

• Sharing is everything – kick off with POV and look to dialogue as main learning context

What is marketing and what is selling

Marketing attracts prospects and nurtures leads

Sales delivers closed deals from opportunities

Key differences between Marketing and Sales

• number of contacts managed

• and time invested with each contact

Impacts on delivering revenue

Large number of contacts into the overall process

Fewer contacts – screened for quality

Not all opportunities are qualified

Marketing Sales

Low-touch Sales efforts High-touch

Sales efforts

Key Metric • Prospect Conversion Rate • Time to deliver Sales Qualified Leads

Key Metrics • Sales Conversion Rate • Time to Close (velocity)

Why are marketing messages

important?

To get interest of prospects !

What makes a good message?

• Unique to you your capabilities – Set you apart from competitors

• Identifies customer’s problems

– Shows how you provide solution and benefit

• Establishes base for conversation – Sets the stage for sales dialogue – mutually solve

problems not “sell” something

How does Marketing Enable sales success?

Engages the customer and enables focused-selling – establish basis for conversation

Sample Messages

What’s Unique? What’s the problem they help solve? What’s the context for conversation?

What’s Unique? What’s the problem they help solve? What’s the context for conversation?

What’s Unique? What’s the problem they help solve? What’s the context for conversation?

What’s Unique? What’s the problem they help solve? What’s the context for conversation?

Recap

– What’s Marketing and What’s Selling?

• Who cares – it has the same goal, revenue generation • Critical to have clear responsibilities and performance metrics for each

role

– Why are marketing messages important? • Set-up sales process and dialogue with customers • Have a full sales-funnel or well qualified leads; ensure sales focus is

driving to revenue rather than prospecting for opportunities

– What makes a good marketing message? • Unique to you and important to your customer! • And enables sales to have a dialogue, tell a story and solve customer

problems (both business/technical and personal)