1 The Truth About Sales & Marketing Who Works for Whom? Presented by Tom Marx – President The Marx Group October 29, 2012 ©2012 The Marx Group
Sep 13, 2014
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The Truth About Sales & Marketing
Who Works for Whom? Presented by Tom Marx – President
The Marx Group October 29, 2012
©2012 The Marx Group
2 ©2012 The Marx Group ©2012 The Marx Group
3 ©2012 The Marx Group
Q: How many of you are part of the sales team?
The marketing team? Or both?
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They so don’t
get it!
SALES SUCKS!
If they would only give us
materials we can use.
MARKETING SUCKS!
Marketing & Sales Teams
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1. Tension between teams
2. Missed goals
3. Duplication of effort
4. Work done over and over
5. Wasted Money
6. Work not leveraged
The Conflict Between
Marketing & Sales
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How does this
happen? Lack of Communication Building Silos
Undefined Goals Missing Plans
Misunderstanding of Roles
Unreported Metrics
Missing Processes
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Q: What are the current issues
your team is facing?
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Work as a SINGLE Team!
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GOAL: Outline a rationale and process to get SALES and MARKETING to work more effectively toward the SAME GOALS
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DEFINED
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Q: Can you define
EACH role?
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Sales GOAL: Increase sales & enhance customer and prospect relationships!
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ROLE: • Increase revenue • Bring in new prospects • Conversion from prospect to lead
Prospect -> lead -> customer -> happier customer • Articulate brand values to contacts • Provide marketing with sales numbers and statistics • Provide feedback to marketing • Understand the target audience • Represent the company at industry events
Sales
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Marketing GOAL: Support the sales force!
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Marketing ROLE: • Develop the company story
• Design marketing materials and
programs that reach the target audience
• Media that creates prospects, leads and
customers
• Build brand awareness
• Generate leads
• Support sales team throughout
the sales process
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Who works for whom?
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Who works for whom? MARKETING WORKS FOR SALES
However…
It’s not about hierarchy or power…it’s
about collaboration, coordination and
cooperation
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MARKETING
SALES
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Playbook SALES & MARKETING
Create a program that will eliminate the silos
and supports the collaboration between sales
and marketing.
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Playbook 101 Rally | Rules | Roles | Plays
Hold a kick-off meeting • Before the “season” begins • Take time to set goals • Review past efforts – what did/didn’t work?
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Playbook 101 Rally | Rules | Roles | Plays
Agree on the “rules” that each player must follow
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Playbook 101 Rally | Rules | Roles | Plays
Define the part every player will take on within the team and in each play
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Playbook 101 Rally | Rules | Roles | Plays
Define a set of moves needed to reach the goals
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1. Prepare
2. Hold a meeting
3. Review and analyze
4. Set goals
5. Define metrics
The goal is not to point fingers, but to objectively review what is working and not working and to find ways to SOLVE the problem, OR discover areas of opportunity or improvement
Rally Playbook 101
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Rally 1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
Your rally can’t succeed unless you’re
prepared! Gather the following:
• Prior years’ sales results
• Prior marketing efforts
• Metrics (results) of sales and
marketing efforts
• Goals for the upcoming year
Playbook 101
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1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
Call an ALL-DAY meeting and invite key
sales and marketing team members,
including those in the field. Make sure
it is:
• SECURE
(no distractions!)
• NONJUDGEMENTAL
(safe to express concerns
and solutions)
• FOCUSED
(on solutions)
Rally Playbook 101
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1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
Sample Agenda • Welcome – define goal of meeting
• Sales Report
• Metrics
• Initiatives & programs
• Successes & failures
• Marketing Report
• Metrics
• Marketing programs
• Successes & failures
• Goal Setting and Alignment
• Brainstorming Session
• Planning
• Action items
Rally Playbook 101
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1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
REVIEW sales and marketing metrics.
Look at what did and didn’t work and
determine WHY
DETERMINE which initiatives are
important for the coming season
ANALYZE current sales to determine
areas where you are missing exposure
Rally Playbook 101
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1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
Sample items you might uncover:
• 75% of your new business came from
internet sales – yet only 20% of your
marketing efforts focused on digital
marketing
• The majority of your marketing efforts
focused on a product line that had
dismal sales.
― Not a good product?
― Sales team not focused
on product?
― Wrong target audience?
Rally Playbook 101
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1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
Set goals and make sure both teams are aligned – for both the actual goal and everyone’s role in making it happen
Example:
•Increase client base by 50% SALES ROLE: each sales person is responsible for bringing in 25 new customers
MARKETING ROLE: develop marketing materials that will generate leads – online marketing, competitive product analysis, sales presentations
Rally Playbook 101
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1. Prepare
2. Hold a meeting
3. Review & analyze
4. Set goals
5. Define metrics
To determine if you have successfully met
your goals, you will need measurable
yardsticks. Both sales and marketing must
agree upon METRICS that will help them meet
their goals.
Example:
Tradeshow Metrics
Tradeshow participation can be costly. Knowing
how much is spent on sales and marketing can
help ensure shows are appropriate and successful.
Report the following:
SALES: Expenses, leads generated, tracking actual
sales
MARKETING: Expenses, time spent on
developing materials
Rally Playbook 101
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Every team works from
a rulebook. Sales and
Marketing need to
develop guidelines they
will both follow.
Example: 1. Changes in sales or marketing plans
must be reported to both teams
2. Detailed reports of tradeshows,
sales pitches, etc. must be
presented to both teams
3. Monthly meetings will be held
4. Sales and marketing must work
together in the development of
marketing plans, strategies,
marketing materials, etc.
5. Teams must report what does and
does not work
6. Be open-minded to new ideas
7. Allow problems to be fixed
8. Recognize success
Rules Playbook 101
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SALES:
• Increase sales
• Bring in new prospects
• Be the company’s representative
MARKETING:
• Support sales team though the sales process
• Develop the company story
• Build brand awareness
Roles Playbook 101
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Plays – required actions -- must
be developed to support the
overall company goal.
Each play must state, in addition
to the action:
1. The PLAYERS
2. Their ROLES
3. Your METRICS
Plays Playbook 101
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EXAMPLE
Increase the revenue in the “X”
product line by 150% by July 15th
Play Playbook 101
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PLAYERS and ROLES:
• Sales – Push product through to customers and prospects
• Marketing – Build brand awareness, develop marketing materials to
support the push-through
Play Playbook 101
EXAMPLE
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METRICS:
• Sales – Sell $1,000 per month of the new product to at least 20%
of existing customers
• Marketing – Drive 200 new leads to the web page for the new
product each month
Play Playbook 101
EXAMPLE
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Example:
PLAYERS and ROLES:
Sales – Increase prospect database; pin point prospects you would like to attend.
Personally invite prospects to attend
Marketing – develop a strategy that includes multiple touch points for the sales
teams prospects that will attract new prospects to booth
METRICS:
Sales – Number of prospects invited to booth. Clear record of who attended and
post follow-up results.
Marketing – Number of touch-points developed for the sales team and the results of
other marketing initiatives.
Plays Playbook 101
PLAY:
Increase the traffic at “X” trade show
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A Good Team Player can: 1. Increase collaboration
2. Assist in budgeting time
3. Enhance harmony
4. Improve mutual respect
5. Boost sales
6. Create better efficiencies
7. Enable successful programs
8. Decrease friction
9. Make better use of everyone’s time
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Marketing
+
Sales
Implement a program that will bring SALES and MARKETING
together and make this your best year yet!
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THANK YOU!
TOM MARX
415.453.0844 x106
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