b2b marketing and sales alignment
DESCRIPTION
Gaining an insight into how your business can create a better synergy between marketing and sales. This presentation was given at the Australian Direct Marketing Association (ADMA) Annual B2B Marketing Seminar in Melbourne the 28th of February and Sydney the 1st of March 2012.TRANSCRIPT
gaining an insight into how your business can create a better synergy between marketing and salesTim Hill
11/04/20232
Topics
1. Understanding how to align your strategy to make your funnel flow more effectively
2. Learning the best way to engage sales with your marketing plan and get buy in
3. Determining the right reporting mechanisms to demonstrate the value of marketing to the business
4. Developing a consistent framework for your lead management
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aligning strategy and engaging with sales
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sales alignment• Our leads are crap
• Our Brand is not strong enough
• I want a “Golf” day
• Why aren’t we at this trade show?
• We should be in Qantas magazine…
What a Successful Marketing Plan DOESN’T Look Like;
Ad Hoc Activities
Planned Quarterly
Tactical
For every Marketing activity can we clearly explain it’s objective, how it integrates to other activities and how it generates real opportunities for us in the near term?
If we couldn’t, are we going through the motions? And did we simply not have a strategy aligned with the business.
marketing
marketing
What a Successful Marketing Plan DOES Look Like; Ongoing
Aligned to Business Goals
Even if that means changing the business goals
Comprehensive
Measurable
Ongoing … often after a successful campaign we were wondering what to do next … DO IT AGAIN!!
unique products
major verticals
different individuals per organisation
1,400
8+
5
B2B organisations usually have many complexities;
•Many potential solutions
•Many potential customers
•Many potential activities
It’s often said however not easily done … the key is in deciding what you are NOT going to do.
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portfolio analysis and lifecycle analysis
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elements of marketing
Awareness Marketing
Awareness Marketing
Demand Generation
Channel Readiness
courtesy Dominic Schiavello, CA11
Align IT with the businessImprove ServiceManage CostManage Risk
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buyers journey
V1 – Untroubled and Unaware
V2 – Established Interest
V3 – Recognise a Problem
V4 – Looking for a Solution
V5 – Evaluating Alternatives
V6 – Customer
Campaignbuyers journey
Solution whitepaper,
Lead passed onto sales
Email Invitation
Seminar
ROI Analysis Document
Demo and Workshop
Sales Invitation
Teleprospecting
PR
Acknowledge problem
Nurture program – objective to show problem
exists
Ylead qual.
met
Y
park and revisit
customer solution day
Problem whitepaper
case study
follow up call
logical campaign
First of all, you have to start by realising it is a
SALES AND MARKETING PLAN
And not a Marketing plan that Sales have given a notional ‘TICK’ to …
just a marketing plan?
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ANZ Business Demand Gen Council
market intelligence
ANZ Demand Gen Councils
BU’s
ANZ Field Marketing
Direct SalesPartner
Marketing
Partner Sales
Technical Sales
Corp Comms
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Demand Generation Council
Identify representatives from around the business and gain buy in
regular reviews, bi monthly on what is working and what isn’t;
joint targets set and measured – each time we meet these targets are discussed
In a B2B environment, the absolute key to having Buy In to your Marketing plan is …
DO THE RIGHT THINGS …
Don’t be stuck with ad-hoc / random activities
Be able to explain where each activity fits into the Buyers Journey
Be able to explain how your integrated marketing plans will develop opportunities for Sales
As with Sales, understand how every activity develops a ‘progression’.
18
Reporting and Lead Management
Inquiries
Leads
Pipeline
Closed
Accepted Leads
funnel
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http://blog.kissmetrics.com/2011-b2b-marketing-guide/?wide=1
Are we missing the point?
Inquiries
Pipeline
Closed
100
10
8
4
lag leakage
funnel
LeadsAccepted Leads
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We use Salesforce.com for all our reporting Benefit of this approach:
We can track from lead to opportunity.
Sales team use it for forecasting as well
salesforce.com
1a.Enter into Salesforce
Partner
1b. Associate to Campaign
1c. Activity detail in
message
1d. Rep notifiedvia email
1e. Accept 1f. SM notified via email
2a.move to next stage
YESNO
3c. Review Monthly
2b. PipelineReport
3c. Review byState SM/MM
LEAD QUALIFICATION, TRACKING AND REPORTING PROCESS
LEAD QUALIFICATION
TRACKING AND
REPORTING
Client completed Marketing Activity
Direct Lead EnterpriseAccount
MQL
NOYES
2. Element‘Acknowledges Problem’
1. Element ‘A Buyer’
3. ElementReceptive to contact’
Client receptiveto contact
PARTNER
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Example of lead email1. Clearly defined owner and next
steps.
2. Description, Needs and Next Action
3. Solution Area
4. More details are attached in a lead document
5. Link to where it resides in SFDC
6. Their actions that are required.
Click icon to add picture
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gaining an insight into how your business can create a better synergy between marketing and sales
alignment with the business comes from a unified strategy with the right planning.
every marketing activity needs to mean something and be part of a much larger campaign
it comes from knowing the business intimately and not hiding from real objectives
