sales and marketing alignment ebook 2014

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Sales Marketing Buyer Needs One Voice Enrichment & Delivery Amplification Alignment Sales-ready Value Messaging Messaging Architecture A GUIDE TO SALES & MARKETING MESSAGING ALIGNMENT WITH WITTYPARROT MARK GIBSON Published by www.wittyparrot.com CAPTURING, MANAGING, MAINTAINING, RE-USING AND SHARING MESSAGING COMPONENTS

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Sales and Marketing Alignment. Easy to say, hard to do. WittyParrot is a platform that enables the physical process of aligning sales and marketing messaging and content creation.

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Page 1: Sales and Marketing Alignment eBook 2014

1

Sales

Marketing

Buyer NeedsOne Voice

Enrichment & Delivery Amplification Alignment

Sales-readyValue MessagingMessagingArchitecture

A GUIDE TO SALES & MARKETINGMESSAGING ALIGNMENTWITH WITTYPARROT

MARK GIBSONPublished by

www.wittyparrot.com

CAPTURING, MANAGING, MAINTAINING, RE-USING AND SHARING MESSAGING COMPONENTS

Page 2: Sales and Marketing Alignment eBook 2014

2A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Introduction

C H A P T E R

Page 3: Sales and Marketing Alignment eBook 2014

3A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

WittyParrot is an intelligent content delivery platform that helps companies and individuals to “achieve speed and consistency in all of their communication”.

WittyParrot helps companies to create, manage, maintain, protect and share content to enable marketing, sales, support and partners to speak with one voice.

More about WittyParrot at http://www.wittyparrot.com

WHAT IS WITTYPARROT?

Page 4: Sales and Marketing Alignment eBook 2014

4A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Mark Gibson

Mark Gibson is head of global marketing at Cupertino CA. based software company, WittyParrot.

Mark founded Advanced Marketing Concepts, a sales and marketing consultancy and training company in the UK in 2004.

Mark has consulted to B2B companies around the world selling novel technology products and services to the early market, as well as helping established companies to overcome the weak pipeline, no lead-flow and weak sales engagement problems caused by weak messaging.

Mark is a certified HubSpot partner, and Mike Bosworth Leadership affiliate and the author of the forthcoming book, “The Death of Selling - and the Rise of Facilitated Buying”.

AUTHORABOUTTHE

Page 5: Sales and Marketing Alignment eBook 2014

5A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

• Sales and Marketing Leaders

• Sales Enablement Professionals

• Marketing Professionals

• Executives

• Business Development Professionals

• CXOs

• Startup Entrepreneurs

WHO IS THISFOR? eBOOK

Anyone in your organization who is responsible for content in the form of brand messaging, marketing messaging and sales ready messaging in some way will benefit from this eBook.

These include but are not limited to:

Page 6: Sales and Marketing Alignment eBook 2014

6A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Facts and Figures

C H A P T E R

Page 7: Sales and Marketing Alignment eBook 2014

7A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Collateral, as we knew it is dead...RIP document-based messaging

FTP

INTRANET

DATABASES

DATABASES

DATABASES

DATABASES

DATABASES

DATABASES

CONTENT REP

DATABASES

CLO

UD

STO

RA

GE

DATABASES

INT

RA

NE

TIN

TR

AN

ET

DATABASES

EMAILS

EMAILS

EMAILS

EMAILS

EMAILS

EMAILS

EMAILS

EMAILS

WIKIS

DRIVESCM

S

EMAILS

EMAILS

EMAILS

EMAILS

EMAILS

EMAILS WIK

IS

CRMCRM

CMS

CMS

FTPFTP

CRM

CMS

CMS

CRM

CMS

CMS

CMS

CMS

CRM

CMSFTP

LOCAL FILES

LOCAL FILES

LOCAL FILES

DRIVES

INTRANET

CONTENT REP

FTP

CDs & DRIVES

CLOUD STORAGE FTPCMS

CONTENT REP

CONTENT REP

CLOUD STORAGE

DRIVESCRM

LOCAL FILES

INT

RA

NE

T

PORTA

LS

PORTALS

PORTALS

PORTALS

PORTALS

PORTALS

PORTALS

PORTALS

WIKIS

DRIVES

FTP

New research from SiriusDecisions shows that up to 70% of content created by B-to-B marketing teams is never utilized.

Page 8: Sales and Marketing Alignment eBook 2014

8A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

A 10 person sales organization generates 32,000 brand messages per year, not including marketing, human resource, presales and support.

Page 9: Sales and Marketing Alignment eBook 2014

9A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

We interviewed more than 50 sales and marketing professionals over the past 2 years and we asked the question “how clear is your message on a

scale of 1-10”; and the average response was only 5/10 for clarity.

5/10 Message Clarity In response to the question, “on scale of 1-10,

how clear is your message?”

50%

Message Clarity (ave

.) 5/

10

Page 10: Sales and Marketing Alignment eBook 2014

10A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

90% of meetings with sellers add no value (Reps failed to connect dots between buyers challenges and their solution )

According to Forrester Research, 90% of meetings sales people have with buyers contribute no value from the buyers perspective. That is, sales people cannot connect the buyer’s challenge with their solution.90%

CLEARLY - Fixing your Messaging presents a huge opportunity to improve inbound lead flow, sales engagement and to qualify and close more

business.

Page 11: Sales and Marketing Alignment eBook 2014

11A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

This Chart from analyst firm CSO Insights shows effectiveness vs. effort in implementing various sales productivity initiatives.

Sales Effectiveness/Effort

CRM

ERP

SalesKnowledge

Mgt.

Sales Collaboration

Sales Training Event

LOW

HIGH

LOW HIGHIMPACT

EF

FO

RT

Sales Process Mapping

Blitz Campaigns& SPIFS WittyParrot

Solution

Sales & Marketing Alignment

Size of the bubble

indicates relative cost.

Page 12: Sales and Marketing Alignment eBook 2014

12A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Differentiation

C H A P T E R

Page 13: Sales and Marketing Alignment eBook 2014

13A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Differentiation?

Differentiation is challenging when your competitors co-opt your messaging and ideas.

Page 14: Sales and Marketing Alignment eBook 2014

14A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Differentiation requires strategy and investment… not tacticsHere is an unbeatable formula for differentiation. Get all three right and you will be in a very select group of the World’s best companies.

CONTEXT, is important. When you do speak to a buyer you need to know how engaged they are, if they are opening your email, what web pages they visited on your website and any prior history with your company.

Capturing Value Messaging and relevant proof points and delivering INSIGHT

in a way that disrupts status-quo thinking is differentiating market-leading

companies.

Only 1% of companies can respond to a lead inside 5 minutes

RESPONSIVENESS is a huge differentiator. If you can respond to inbound leads inside 5 minutes, you will initiate 20 times more conversations than your competitors who wait an hour to respond. If you do nothing else, this will grow your business. Responsiveness also

means getting your email in the buyer’s inbox inside 5 minutes of your call if you want to get it read and acted on.

Salespeople need buyer-relevant context for effective engagement

90% of salespeople fail to connect the buyer’s problem to their solution

Differentiation

Insight Context

Responsiveness

Page 15: Sales and Marketing Alignment eBook 2014

15A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Creating a Messaging Architecture

C H A P T E R

Page 16: Sales and Marketing Alignment eBook 2014

16A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

A Messaging Architecture anchors a unified content strategy

Win-Themes are content “objects” that are reused across a number of different “information products”

Creating a Messaging Architecture

Without strong value messaging and reusable messaging components, sales, marketing and support groups revert to “product speak”; talking about product features instead of engaging buyers around their issues and how your products could be used to create value.

A MESSAGING ARCHITECTURE has at its center Value Messaging as it relates to how buyers use your products and services.

It starts with a

• Role-based persona discussing buyers goals, problems and the status-quo.

• Win-Themes connect capabilities to buyer goals/needs.

• We abstract Positioning Pillars and Big Idea from the underlying Win- Themes.

Value Messaging

Barriers to Success

Implications

Status-quo/ Constraints

Marketing Messaging

Blogs / Emails Campaigns

Web Pages

Big Idea

Positioning Pillars

Win-Themes /Capabilities

Value Messaging

Buyer Persona

Content CreationTemplate

Market

Buyer Role | Buyer Goal

Win-Themes

Solution Summary

Who-I’ve-Helped-Story

Keyword

Page 17: Sales and Marketing Alignment eBook 2014

17A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Content Creation templates reuse the buyer persona and Win-Themes to create templates.

Barriers to Success

Implications

Status-quo/ Constraints

Marketing Messaging

Blogs / Emails Campaigns

Web Pages

Big Idea

Positioning Pillars

Win-Themes /Capabilities

Value Messaging

Buyer Persona

Content CreationTemplate

Market

Buyer Role | Buyer Goal

Win-Themes

Solution Summary

Who-I’ve-Helped-Story

Keyword

WittyParrot founders have created more than 2000 blog

articles and understand the challenge of creating thought

leading content.

Creating thought

leading content is a

non-trivial task requiring

structured messaging.

Content Creation

templates help

writers to create

great MARKETING

MESSAGING copy for

blogs, web pages and

email that is relevant to

buyers needs and on

message.

Creating a Messaging ArchitectureMarketing Messaging

Page 18: Sales and Marketing Alignment eBook 2014

18A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

How do you generate

BRAND MESSAGING

without a clear value

messaging? The answer

is - It’s very difficult.

We’ve all been in lengthy

brainstorming sessions

to develop messaging

that in the cold light of

the next day doesn’t hang

together.

Barriers to Success

Implications

Status-quo/ Constraints

Marketing Messaging

Blogs / Emails Campaigns

Web Pages

Big Idea

Positioning Pillars

Win-Themes / Capabilities

Mission Statement

Positioning Statement

Corporate Presentation

Value Messaging

Buyer Persona

Brand Messaging

Content CreationTemplate

Market

Buyer Role | Buyer Goal

Win-Themes

Solution Summary

Who-I’ve-Helped-Story

Keyword

Creating a Messaging ArchitectureBrand Messaging

Effective brand messaging connects value creation in the customer’s context and

positions it in the marketplace. Mission and vision add depth and direction.

Page 19: Sales and Marketing Alignment eBook 2014

A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 19

Creating Sales-Ready content that is on-message, relevant to buyer needs and customizable is an ongoing challenge.

Barriers to Success

Implications

Status-quo/ Constraints

Marketing Messaging

Blogs / Emails Campaigns

Web Pages

Big Idea

Positioning Pillars

Win-Themes / Capabilities

Mission Statement

Positioning Statement

Corporate Presentation

Corporate Presentation

Proof Points

Value Messaging

Buyer Persona

Brand Messaging

Sales - Ready Messaging

Stories , Scripts , Presentations,

Emails , Letters , Proposals

Content CreationTemplate

Market

Buyer Role | Buyer Goal

Win-Themes

Solution Summary

Who-I’ve-Helped-Story

Keyword

A Messaging Architecture for Content Capture & Re-use

A Messaging ArchitectureSales Ready Messaging

“Who-I’ve-Helped-

Stories”, sales scripts,

proposals, customer

correspondence need to

be created. Sales-Ready

content must leverage

the core value messaging

and enable salespeople

to easily customize it and

personalize it.

Page 20: Sales and Marketing Alignment eBook 2014

20A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Sales and Marketing Messaging Alignment Methodology

C H A P T E R

Page 21: Sales and Marketing Alignment eBook 2014

21A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

HOW to begin?

The Messaging process starts with

a BRAINSTORM. 4-7 people is an

ideal group consisting of thought

leaders, marketers, and 1 or 2 top

sales people.

Create wits with the answers to all

of the questions in the widget.

MethodologyBrainstorming workshop

Instant Access

WittyParrot gives

marketers, salespeople

and customer support

professionals instant

access to sales messaging,

positioning and field

enablement insights over

any device, whether online

or offline.

Page 22: Sales and Marketing Alignment eBook 2014

22A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Next, we develop Role-based Buyer profiles for key players in the organization who are likely to be involved in the decision to purchase, implement, finance and use our solution.

With an understanding of the buyer’s role, goals, pressures and constraints they are under, we can approach buyers with some insight and can potentially relate how we can help them to create value.

CompetitionRole & Goals

Barriers

Implications

Status-quo

Online Behaviour

Industry Issues

Trends

MethodologyRole-based Buyer Persona

Drag and Drop

WittyParrot helps sales people find, drag and drop the right information from a desktop widget, share it and track it, to save time and sell more.

Page 23: Sales and Marketing Alignment eBook 2014

23A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Next, we map product Win-Themes to buyer Goals. At the intersection of needs and capabilities we have solutions… and a story.

A Win-Theme is a well formed messaging component that describes:

• what the product or service is,

• what it does for the buyer when used,

• what that means in terms of value.

MethodologyMatch Capabilities to Goals

Context

WittyParrot in conjunction with inbound marketing and marketing automation intelligence provides contextually relevant content for responsive telephone engagement and follow-up communication.

Solutions

Buyer Goals

Cap

abilit

ies/

Win

-them

es

Solution

Buyer Goals

Cap

abili

ties

/ W

in-T

hem

es

Page 24: Sales and Marketing Alignment eBook 2014

24A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Content reuse Win-Theme shown in the wit editor

MethodologyMessaging Architecture Creation

Intelligent Hub

WittyParrot is an intelligent communication hub that enables salespeople to access best practices and the latest content and collateral from original sources over a cloud-based service when it is needed.

Win-Themes appear as wits under the appropriate positioning pillar

Marketing messaging to be shared is developed in Company workspace

Page 25: Sales and Marketing Alignment eBook 2014

25A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

A content creation template is an information

product that describes the complete product

usage scenario of a target buyer in a target

market, for one specific buyer goal. It can be a

combo wit or word template.

MethodologyContent Creation Templates

The content creation template is

designed to be used by marketers and

salespeople to understand the product

usage scenario of target buyers and to

create content that will resonate with

target buyers.

Content Creation Template

Market

Buyer

Buyer Persona

Goal

Barriers (What prevents them from achieving goal?)

Implications

Constraints/Complications

Win-Themes (What it is, what it does, what it means)

Solution Summary

Who l’ve helped story (Situation, complication, turning point, resolution)

Keywords

Page 26: Sales and Marketing Alignment eBook 2014

26A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

By converting long form case

studies into 150 words “Who-

I’ve-Helped-Stories”, we

unlock the potential value of

customer success stories.

“Who-I’ve-Helped-Stories”

help salespeople to share

stories to open sales calls

and to relate how others have

implemented solutions.

This prevents premature

elaboration and accelerates

trust and credibility.

Single Version Of Truth 

WittyParrot enables

marketing managers

to create messaging

chunks or building

blocks and to combine

them into compound

documents which update

automatically when the

underlying message

chunk changes to create

and maintain a single

version of the truth

and improve marketing

efficiency and brand

protection.

MethodologyWho I’ve Helped Stories

(“Who-I’ve-Helped-Stories” * Mike Bosworth Leadership, Story Seekers methodology)

Page 27: Sales and Marketing Alignment eBook 2014

27A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

A Messaging Architecture

has at its core, Value

Messaging components

(Win-Themes). These

Win-Theme components

are re-used in the brand

message, marketing

messaging and in sales

ready messaging. Value

Messaging components

are managed, updated and

shared by marketing for use

throughout the company

and with partners.

Barriers to Success

Implications

Status-quo/ Constraints

Marketing Messaging

Blogs / Emails Campaigns

Web Pages

Big Idea

Positioning Pillars

Win-Themes / Capabilities

Mission Statement

Positioning Statement

Corporate Presentation

Corporate Presentation

Proof Points

Value Messaging

Buyer Persona

Brand Messaging

Sales - Ready Messaging

Stories , Scripts , Presentations,

Emails , Letters , Proposals

Content CreationTemplate

Market

Buyer Role | Buyer Goal

Win-Themes

Solution Summary

Who-I’ve-Helped-Story

Keyword

A Messaging Architecture for Content Capture & Re-use

MethodologySummary

A Messaging Architecture amplifies brand values and enables everyone in the company to speak with one voice.

Page 28: Sales and Marketing Alignment eBook 2014

28A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

WittyParrot is a disruptive

content distribution

platform with potential to

change the way marketing

and sales people work,

manage information and

interact with clients.

Share

Enrich

TrackUsage, Relevance, Productivity

ManageComponent CMS

CreateMessaging Architecture

PillarsBig Idea

Win-Themes

Sales MarketingAlignment

Sales

Marketing

Buyer Need

One Voice

Messaging Alignment and Content Reuse

Content Freshness

WittyParrot enables

marketers and

enablement professionals

to publish and maintain

a master version of

information for sharing

and reuse across the

enterprise and business

partners to ensure

freshness of information.

Page 29: Sales and Marketing Alignment eBook 2014

29A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

As project creator,

or owner, when you

are ready to deploy a

messaging project,

click on the gear and

select share.

Apply permissions

to individuals or to

groups. Salespeople will

typically be read-only.

Other marketers can

comment.

Sharing Messaging

Manageability 

WittyParrot enables

users to create,

organize, share

and track multiple

content types and

rank and use content

based on name, size,

publication date,

frequency, favorite, or

most frequently used

to easily manage

volumes of content

from diverse sources.

Page 30: Sales and Marketing Alignment eBook 2014

30A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Analytics Dashboard

Wit Analytics and Analytics Dashboard

WittyParrot captures usage statistics at individual wit and document level, and also provides analytics dashboard that allows sales enablement professionals to track most used shared content over time and to rank content effectiveness, i.e. utilization frequency, time saved, storage used, top users.

Page 31: Sales and Marketing Alignment eBook 2014

31A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Messaging Deployment in WittyParrot

C H A P T E R

Page 32: Sales and Marketing Alignment eBook 2014

32A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

The graphic is a screenshot

of the WittyParrot Widget

being used to create on-the-fly

custom email response.

This enables salespeople

to instantly access relevant

information to support buyer-

seller conversations in real

time. With the custom field

completed, sales people drag

and drop this information

into an email or CRM tool to

immediately follow-up the

call with a written meeting

summary, including links to

resources and confirming next

steps.

Responsive Sales Enablement

Page 33: Sales and Marketing Alignment eBook 2014

33A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

Deployment on Tablets and Smartphones

Any Device

WittyParrot helps marketing professionals to create and distribute sales & marketing collateral and make it available at the point of use and moment of need over any device whether online or offline to ensure sales people get what they need, when they need it without having to dig for it.

Page 34: Sales and Marketing Alignment eBook 2014

34A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

/Summary & Take Aways

C H A P T E R

Page 35: Sales and Marketing Alignment eBook 2014

35A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

In summary, the WittyParrot technology platform provides out-of-the-box functionality to:-

1. Physically align sales and marketing messaging to drive content creation that resonates with buyers.

2. Facilitate “on-message” written communication with customers and prospects, so that everyone speaks with one voice.

3. Enable instant information access, for sales, channels, pre-sales and support professionals, to become more responsive.

4. Facilitate useful team communication and collaboration.

5. Provides tools that sales people will actually use to improve sales performance.

6. Enable marketing, operations and enablement professionals to track content usage,

productivity and performance to improve effectiveness.

Enhancing lead generation

Aligning sales and Marketing

Improving rep to access key information

Revising sales process

Enhancing team comunications

Analyzing costumer’s buying process

Revising sales tool

Revising sales team structure

Revising channel strategy

Revising compensation

New CRM tools

Revising hiring strategy

Top Sales Effectiveness Initiatives for 2013

48.9%

38.3%

36.8%

33.4%

30.4%

27.2%

26.6%

25.3%

24.5%

24%

21.7%

15.3%

Summary And Take-Aways

Page 36: Sales and Marketing Alignment eBook 2014

36A Guide to Sales & Marketing Messaging Alignment with WittyParrot //

For Companies:

If you are interested in learning more about Sales and Marketing Messaging Alignment using WittyParrot

methodology, please either email me at

[email protected]

or compete the form below.

http://www.wittyparrot.com/contact-us

For Potential Partners:

Join our growing list of partners and become part of our family.

1 Become an OEM partner and deliver a solution on top of WittyParrot.

2 Become an Integrator: Become an implementation partner and support the implementation of WittyParrot

enterprise accounts.

You can learn more about our partnership programs here:

http://www.wittyparrot.com/partner-inquiry

TALK TO US