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4 Fixes that Enable Sales
Peter MollinsVP of Marketing, KnowledgeTree
@petermollins
Brian GrothSales Enablement Manager, Xactly
@briangroth
“Why waste our life in friction when the same effort can be turned into momentum?”
~ Adapted from Frances Willard
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The Changed Funnel: A Complex Conversation
Marketing
Sales
Marketing andSales
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95%
5%
Buyer PreferencePurchased From Vendor Who Provided
Content
Vendor Provided Ample Content
Inadequate ContentProvided
1. Support Consensus
Source: DemandGen Report
20People Have to Give
Consensus in the Average B2B Sale
Consensus depends on effective messages
Source: Four Quadrant
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2. Build Trust in Every Conversation
61%
Of sales people add no value to the sales
processSource: Forrester
According to Enterprise Buyers…
Are sales teams sharing ‘popular’
or ‘proven’ messages?
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3. Make Every Second Count
Sales
Content Waste% Used By Sales Team
70%
25%
Of B2B Marketing Budgets Goes to
Content
Never UsedBy Sales Team
Source: ITSMA & SiriusDecisions
but
Time Wasted% of Sales Person’s Day
30%
Of Sales Team’s Day Spent Looking for or Building Messages for Prospects
Source: CEB
70%waste
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4. Repeat Your Best Practice
82%
39%
Quota Attainment% of Sales Team
2xDoubled Quota Attainment for
Teams that Encourage Best Practice
How do your best sales people message to prospects?
Source: Aberdeen
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How the New Funnel Affects Go To Market
1. Support Consensus Buying
2. Build Trust in Every Conversation
3. Make Every Second Count
4. Repeat Best Practice
Peter Mollins
4 TOP WAYS MARKETING FAILS SALESAND HOW TO FIX THEM
B R I A N G R O T H
S A L E S E N A B L E M E N T M A N A G E R
X A C T L Y , C O R P O R A T I O N
O C T O B E R 2 0 1 4
1. Content Creation
Marketing
• Messaging Framework• Datasheet / Factsheet• Case Studies / Customer
Stories• Sales Pitch (maybe)
Sales
• Cold call scripts• E-mail templates• Competitive
comparisons/objections • Sales Pitch (on their own)
Fix: Define ownership & input for creating customer-facing content
Content t
hat
positions
Content t
hat
advances the
sale
2. Content Management
Marketing
• Product info– For web & social sharing– For e-mail newsletters
• Product info– By industry– By persona– By content type
Sales
• Available immediately• Easy to share• E-mail template when needed• NDA, Order Form, etc. when
needed• Product info when needed
Fix: Think of sales as another channel needing quick responses
Managing
content t
ypes &
channels
Right c
ontent a
t the
right t
ime
3. Motivation
Marketing
• Pageviews• Downloads• Social shares• Buzz• New leads
Sales
• Quota• SPIFF• Gamification• President’s Club
Fix: Educate marketing on the variables in the sales commission plan
Reach & u
sage
of the conte
nt
Rewards &
recogniti
on for
closin
g deals
4. Sales Process
Marketing
• Generate Brand Awareness• Generate Leads• Sales Accepted Leads (SAL)
Sales
• Sales Qualified Leads (SQL)• Needs Analysis• Value Proposition• Proposal• Negotiation• Close
Fix: Have shared metrics, such as SAL and SQL
Pre-s
ales
Closin
g
4 Top Ways Marketing Fails Sales And how to fix them
1. Content Creation: Define ownership & input for creating customer-facing content
2. Content Management: Think of sales as another channel needing quick responses
3. Motivation: Educate marketing on the variables in the sales commission plan
4. Sales Process: Have shared metrics, such as SAL and SQL
Brian Groth
Sales Enablement Manager @ Xactly