marketing and business · webinar induced narcolepsy . question what is the difference between...

Marketing and

Business

Development……

How to get them on the

same page

About Us

Kristin Wing

Launched in 2009

Focused solely on

professional services

Focused on helping

clients build expertise

www.AccelerAction.com

Our Conversation Today

The difference between

marketing and sales

How both can be held

accountable

Better alignment of both

sales and marketing

Webinar induced narcolepsy

Question

What is the difference between marketing

and business development?

What’s the difference?

Strategic marketing

What’s the difference?

Marketing is

Strategic marketing

Tactical

Developing the story

Positioning the firm

What’s the difference?

Strategic marketing

Current situation

Strategy

Marketing program

Measurement

What’s the difference?

Strategic marketing

Current situation

SWOT

Environmental, regulatory issues

Hot areas for your firm

What’s the difference?

Tactical

Marketing program

Website, communications, touches with clients,

prospects, content creation, CRM or tracking

systems

What’s the difference?

Developing your firm’s story

What’s the difference?

Positioning the firm

Why would a prospect

want to work with your firm?

What’s the difference?

Measurement

QUESTION: How do you know if you’re

successful?

What Business Development

Does for Your Firm The primary role of BD is to:

(Internal)

Cultivate and close leads

Create relationships with

referral sources

Manage sales calls

Research prospects

Help professionals prep

for interviews

What Business Development

Does for Your Firm The primary role of BD is

to: (External)

Represent the firm

at civic, business,

trade organizations

Help make

introductions for

partners

Build relationships

or joint venture

client events with

referral sources

Jeff, the sales guy

2

1

3

4

Classic issues with sales in

accounting firms

Everybody wants

credit for everything

You get promoted

based on what you

sell

Classic issues with sales in

accounting firms Leaving sales people

out of the loop

Go around the sales

person

Don’t give sales

people enough credit

for what they can bring

to the firm

Can’t we all GET ALONG?

Why they don’t get along..

Basic level of understanding about what each other does isn’t there.

Why they don’t get along..

Biz dev thinks marketing isn’t creative enough to generate leads.

Why they don’t get along..

Biz dev want to be independent…as long as they get results.

Why they don’t get along

Biz dev doesn’t want to be accountable or use CRM/tracking systems

Why they don’t get along

Marketing creates incredibly complex scoring systems!

Why they don’t get along

Both run around each other rather than communicate about planning!

Why they don’t get along

Sales thinks marketing forgets sales campaigns ought to produce leads.

Why they don’t get along

Biz dev will say anything to close a deal.

Why they don’t get along

Biz dev doesn’t care about the big picture.

Why they don’t get along

Sales thinks marketing is just looking for the next cool thing.

Why they don’t get along

Both point fingers at each other for poor performance.

There’s no TRUST

Building Trust

How do you get marketing and sales to trust

each other?

Question

How do you build trust?

Aligning Marketing and Biz Dev

Shared financial accountability and reward

Marketing needs to

understand its

contribution

Aligning Marketing and Biz Dev

Sales funnel…….

Need common expectations! Both need to agree on

objectives, measurement and

outcomes for every marketing

initiative

Integrate processes and

systems

Aligning Marketing and Biz Dev

Aligning Marketing and Biz Dev

Need to be on the same page with how they

manage leads and contacts.

Aligning Marketing and Biz Dev

Why do you need a system to track activities?

A “one firm” concept

A business development culture

Standardize processes so you can track

A central place for client information

Improve workflow

A one firm concept

Aligning Marketing and Biz Dev

Building a business development culture

Aligning Marketing and Biz Dev

Creating a central place for client information

Aligning Marketing and Biz Dev

Share data

What do you want to

get out of a system?

Identify new opportunities?

Manage sales pursuits?

Manage the ROI around

sales & marketing?

Improve your sales pipeline (does anyone else have

a headache looking at this?)

Aligning Marketing and Biz Dev

Tracking and measuring your sales and

marketing efforts

Need a 360 degree view of client

Direct marketing campaigns

Standard definitions

Aligning Marketing and Biz Dev

Question!

Do you have a system in place to track

your firm’s sales efforts?

Yes

No

No, but we’d like to have one!

Question!

What gets in the way of tracking leads and

sales in your firm?

- We don’t know how to do it

- We’re unsure about how to compensate our

team

- Not a priority right now

Standardizing processes so you can track and measure

activities

Aligning Marketing and Biz Dev

Are you ready for a CRM?

1. Our firm has multiple offices Yes No

2. Our firm has multiple service offerings Yes No

3. We need a single source to view activity Yes No

4. Our client, prospect stuff is scattered Yes No

5. We have opportunities to cross sell Yes No

6. Our firm has growth plans Yes No

7. We need to hold people accountable Yes No

8. We’re broadening our marketing efforts Yes No

9. Partners want to track our efforts Yes No

10.Our firms’ professionals want to develop Yes No

business

What is CRM?

It does three things:

1. Improves your relationships

with clients

2. Enhances how you manage

information about clients and

prospects across you firm

3. Allows you to track marketing

and sale activities across

your firm

What is CRM?

This is how you screw up a CRM

implementation….

Partners aren’t on board with it

You don’t have an advocate

Your internal IT people aren’t engaged

No one is driving it

Don’t do your homework

Your marketing and sales people aren’t in

agreement

What is CRM?

Keep it simple

If you’re not ready to invest or it’s not appropriate, start small,

keep it simple

Excel or other database applications

Decide what you want to track

Opportunity, lead, service, who owns it, referral

Sales and marketing work together to present it

Identify early adopters or advocates

Agree to definitions

Agree to definitions

What is a sales funnel?

What is a contact?

What is a lead?

What is an opportunity?

Who owns a lead?

Agree to definitions

What is a contact?

Agree to Definitions

What is a lead?

Agree to Definitions

What is an opportunity?

Agree to Definitions

Who owns the lead?

How marketing can embrace

sales Create a strategy around

lead nurturing campaigns

Every campaign needs a

‘call to action’

Does the strategy support

the sales team?

How sales can embrace, uh

hug? marketing Know your firm’s content and

services well

Business development should

be geared toward educating

the market

No eye rolling when

marketing starts talking

about website updating,

social media……

In Summary….

Understand the basic difference between

marketing and sales

Find ways to align your marketing and

sales professionals

Get on the same page about the sales

process and managing the pipeline

Figure out what’s important for you to

track…and measure

Thank You

Questions?

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Phone consultation 913.661.2488 Kwing@AccelerAction.com