brian kavicky sales and marketing

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

SALES AND MARKETING

NOT ONE OR THE OTHER

Brian Kavicky, Vice-President Lushin, Inc.#GoInboundMktg

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

GOOGLE:

ROLE OF SALES AND MARKETING IN A BUSINESS

GOOGLE:

GOAL OF MARKETING AND SALES

AND MAXIMIZE THE GROSS PROFIT OF A COMPANY

TO INCREASE THE REVENUE

SALES SAYS:

• “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.”

MARKETING SAYS:

• “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.”

“(60-70%) OF BUYERS SAY THAT THEY ARE DONE WITH THE SALES PROCESS

BEFORE THEY ENGAGE A SALES REPRESENTATIVE.”

“THE MORE CONTENT THEY CONSUME, THE BETTER QUALIFIED

THAT THEY ARE.”

“YOU WANT YOUR MARKETING TO BE DRIVEN BY THE VOICE OF THE CUSTOMER

AND NOT BY THE VOICE OF YOUR COMPANY OR TEAM.”

YOUR WEB PAGE HERE

“PEOPLE HAVE TO LIKE YOU BEFORE THEY BUY YOU,

SO WE NEED TO NURTURE THE LEADS.”

“THE EARLIER THAT WE CAN GET THEM TO TRY THE

(DEMO, PRODUCT, SERVICE),THE MORE EXCITED ABOUT IT THEY WILL BE.”

THERE IS NO FORMAL, DOCUMENTED SALES PROCESSTHE SALES PROCESS DOES NOT INCLUDE ANY MARKETING/SALES TRIGGERS OR HANDOFFS

CREATE/DOCUMENT YOUR SALES PROCESS

AND INCLUDE MARKETING WITHIN THE STAGES

NOBODY KNOWS

WHAT A QUALIFIED LEAD IS

THERE MUST BE A FORMAL, WRITTEN AGREEMENT IN PLACE

ABOUT WHAT A LEAD IS AND WHAT WILL BE DONE WITH IT

THE SALES PIPELINE MUST BE STAGED TO THE SALES PROCESS

AND DIRECTLY CORRELATE TO HOW THE BUYER IS BUYING

SALES AND MARKETING

DIFFER IN BOTH CULTURAL AND ECONOMIC VALUES

SALES/MARKETING DOES NOT

UNDERSTAND WHAT THE OTHER IS ACTUALLY DOING

COMMUNICATION BETWEENSALES AND MARKETING MUST BE STRUCTURAL

WITHIN THE BUSINESS

UNDERSTAND AND UTILIZE MARKETING AND VICE VERSA

SALES NEEDS TO

MESSAGING

IS NOT ALIGNED

MESSAGING MUST BE CONSISTENT

• Problems first

• Agitation of the problem second

• Then solution, credibility, and trust building last

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