brian kavicky sales and marketing
DESCRIPTION
Inbound marketing brings in leads. Leads that sales says are not ready…yet. The leads are engaged, but are they really qualified? Who is right, who is wrong and how do we make this process work better? Brian Kavicky, Vice-President at Lushin, Inc., discusses the ways to integrate sales and marketing and what areas you need to focus on to make the efforts of both effective in your organizationTRANSCRIPT
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
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
GOOGLE:
ROLE OF SALES AND MARKETING IN A BUSINESS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
GOOGLE:
GOAL OF MARKETING AND SALES
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
AND MAXIMIZE THE GROSS PROFIT OF A COMPANY
TO INCREASE THE REVENUE
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
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.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
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.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“(60-70%) OF BUYERS SAY THAT THEY ARE DONE WITH THE SALES PROCESS
BEFORE THEY ENGAGE A SALES REPRESENTATIVE.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“THE MORE CONTENT THEY CONSUME, THE BETTER QUALIFIED
THAT THEY ARE.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“YOU WANT YOUR MARKETING TO BE DRIVEN BY THE VOICE OF THE CUSTOMER
AND NOT BY THE VOICE OF YOUR COMPANY OR TEAM.”
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
YOUR WEB PAGE HERE
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“PEOPLE HAVE TO LIKE YOU BEFORE THEY BUY YOU,
SO WE NEED TO NURTURE THE LEADS.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
“THE EARLIER THAT WE CAN GET THEM TO TRY THE
(DEMO, PRODUCT, SERVICE),THE MORE EXCITED ABOUT IT THEY WILL BE.”
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
THERE IS NO FORMAL, DOCUMENTED SALES PROCESSTHE SALES PROCESS DOES NOT INCLUDE ANY MARKETING/SALES TRIGGERS OR HANDOFFS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
CREATE/DOCUMENT YOUR SALES PROCESS
AND INCLUDE MARKETING WITHIN THE STAGES
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
NOBODY KNOWS
WHAT A QUALIFIED LEAD IS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
THERE MUST BE A FORMAL, WRITTEN AGREEMENT IN PLACE
ABOUT WHAT A LEAD IS AND WHAT WILL BE DONE WITH IT
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
THE SALES PIPELINE MUST BE STAGED TO THE SALES PROCESS
AND DIRECTLY CORRELATE TO HOW THE BUYER IS BUYING
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
SALES AND MARKETING
DIFFER IN BOTH CULTURAL AND ECONOMIC VALUES
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
SALES/MARKETING DOES NOT
UNDERSTAND WHAT THE OTHER IS ACTUALLY DOING
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
COMMUNICATION BETWEENSALES AND MARKETING MUST BE STRUCTURAL
WITHIN THE BUSINESS
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
UNDERSTAND AND UTILIZE MARKETING AND VICE VERSA
SALES NEEDS TO
Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200@bkavicky
MESSAGING
IS NOT ALIGNED
@bkavicky Lushin, Inc. | www.lushin.com | 5655 Castle Creek Parkway North Drive Indianapolis, IN 46250 | (317) 846-9200
MESSAGING MUST BE CONSISTENT
• Problems first
• Agitation of the problem second
• Then solution, credibility, and trust building last