Getting Marketing & Sales to Perform Well Together
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Getting Marketing & Sales to Perform Well Together
Tim Riesterer
Chief Strategy Officer Corporate Visions
Marketing and Sales Alignment…
WE ALL WANT IT, RIGHT?
Source: Forbes, May 2011
[Sales & Marketing] alignment is on the top of every CEO’s agenda.
Marketing and Sales Alignment…
SO, HOW ARE WE DOING?
How Sales views Marketing
How Marketing views Sales
Source: Forrester Research
…only 8 percent of companies have achieved sales and marketing alignment
Marketing and Sales Alignment…
WHAT’S THE PROBLEM?
Source: Forrester Research
…only 14 percent have actually defined the rules of engagement
“The average tenure of Senior-most Marketing and Sales Executives is around two years.”
Marketing and Sales Alignment…
SO, WHY DO WE NEED IT?
I 2 Y
Marketing and Sales Alignment is key to Execution
WHAT WILL IT TAKE? How do you get Marketing and Sales
to perform well together?
It takes someone with a vision to be different
CMO CSO
Sales
Enablement General Management
360o View
Marketing and Sales Alignment…
HOW’S THIS CONFERENCE DIFFERENT?
Step back from all the noise
O L L
P D Q !
W F T
E O S
L S Q
L A S
M Q L L
S A P A
A S
Sales & Marketing Alignment
Game
SilverPop Hoover’s
Brainshark
Marketo Eloqua
Inside View
Hubspot Genius
SAVO
Salesforce
Where’s the soul?
Get customers to choose you
Marketing and Sales Alignment…
HOW DO YOU GET
CUSTOMERS TO
CHOOSE YOU?
You seek the answer…
Customers care about themselves
Your Desired Outcomes are at-risk and here’s how you can fix that
BRING MONEY IN
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
65
“Why Change?” “Why Us”
Why our offerings are better than the competition
TAKE MONEY OUT
35 % % Buying Vision Bake-Off
-3 -1 +1 +2 +3 -2
Establishing a Buying Vision
? Buying Vision
How do you create a buying vision?
Do you have a music problem?
I don’t have a music problem!
Maybe a 10 CD changer?
1000 songs in your pocket
…I DID HAVE A MUSIC PROBLEM!
Marketing and Sales Alignment…
WHAT DO YOU NEED TO DO DIFFERENT?
Source: SiriusDecisions PMM Survey
13.3 16
21.4 24.3 26
Insufficient Leads
Poor Sales Skills
Too Many Products to
Know
Information Gap
(Industry, Solution, Etc.)
Inability to Communicate
Value Messages
Inhibitors to Achieving Quota
Your Desired Outcomes are at-risk and here’s how you can fix that
BRING MONEY IN
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
65
“Why Change?” “Why Us”
Why our offerings are better than the competition
TAKE MONEY OUT
35 % % Buying Vision Bake-Off
-3 -1 +1 +2 +3 -2
Establishing a Buying Vision
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
-3 -1 +1 +2 +3 -2
MARKETING
SALES
Create a Buying Vision Differentiate Your Solution
Customer Conversation Continuum
Messages Tools Skills
Customer Conversations
DEVELOP Messages
that Matter
DEPLOY Tools that Get Used
DELIVER Conversations
that Win
Integrated Approach
MARKETING SALES
A customer conversation system is needed
1) How must our messages be different? You will see how…
2) How must our tools be different? You will learn how…
3) How must our skills be different? Walk away with ability to…
YOUR THREE QUESTIONS
Get customers to choose you
Getting Marketing & Sales to Perform Well Together
www.Conference.CorporateVisions.com
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