marketing and sales alignment in b2b

33
Marketing & Sales ALIGNMENT Как достичь синергии между маркетингом и продажами на В2В рынках

Upload: b2b-ray

Post on 09-May-2015

585 views

Category:

Business


3 download

DESCRIPTION

Alignment marketing and sales in B2B (presentation on Russian)

TRANSCRIPT

  • 1.Marketing & Sales ALIGNMENT 2

2. 3. ?

  • .
  • ,
  • ( ) .
  • Sales ready leads
  • ,--
  • -
  • .

4. , ! ? ? ? 5. (SRL) () , , , , , ,, ( ) . . . , - 6. (SRL) () , , , , , ,, 2. Inboundvs Outbound 3. 4. 5. ? 1. . . , - 7. ; ! KPI 1,2,3 KPIA,B,C 8. 9. ? 10.

% , . +20% -4% +47%5% 33% 11. 3 2. 3. KPI 1. - ? 12. ?

1:

2:

3:

4:

5:

6: 13. 1.. 2. . 3. . 4. 5. . - . , . () 6. 7. 8. -9. 10. 14. ? $$$$$$ 15. : ,

  • .
  • ()
  • .
  • 10.

:Forrester Research 16. Seller-centric 17. Customer( Buyer )-centric ( ) 18. 1. , . , - 19.

1. 20. : -> . 21. go-to-market , 22. -

  • (, , , -, )
    • ,
    • - .

23. 3 2. , . 3. KPI 1. , KPI, ? 24. - - , : - . : , 23% 25. ()? ? 26. (SRL) () 23% : , , , . . 27.

  • -: ()
    • - BANT (B- budget, A Authority, N Need, T Timeline)
    • (, )
    • ()
    • . 50 ( Marketing Automation)

Lead scoring definitive guide, Marketo 28. (SRL) () 1. () 2. 3. KPI= :10 % = 40% 29. : 5 , , 2 1 3 $$$ 4 KPI 30. B2B Ray

  • 1)
  • 2) UVP ( )
    • 3)
  • 4)
  • 5) -
  • inbound / ROI )

31. 32. . 2 , 2 B2BLinkedin 33. ? [email_address] +380 50 327 34 61