the optimal marketing agenda at sales kickoff

The Optimal Marketing Agenda at Sales Kickoff

The Optimal Marketing Agenda at Sales Kickoff Fourquadrant.com/Marketing-Resource-Blog

Focus on how Marketing is correlated

to revenue

Marketing consists of three core objectives or “pillars”: §  Build and maintain the

brand §  Help build better products,

services, solutions §  Enable the sales team to

get to and close more opportunities faster

It is the 3rd pillar that is most relevant to a sales team and what marketing’s agenda at sales kick-off should be focused on.


1

Know the Audience

§  Sales kick-off is a gathering of sales people and sales management.

§  Sales has a very clear, quantitative assessment metric – meet or exceed the number.

§  Marketers must resist the temptation to showcase their presentations around all of the marketing activities that do not meet the litmus test of “what’s in it for the sales rep.”


2

A Step-by-Step Guide to Marketing for Sales

§  Provide a step-by-step guide so that sales reps can quickly access the information that was presented at SKO.

§  Provide information in a format convenient for Sales and in an easy-to-use template of where, when and how to use it.

§  Show sales reps what they are supposed to do with the info when they get back to work Monday morning.


3

A Nurture Path Specifically Designed for

the Sales Team

§  Marketing leverages nurture campaigns for prospects and customers so why wouldn’t the same concept apply to sales reps?

§  The idea is to build a nurture path to break the content presented at SKO into digestible sound bites and “drip” them to the sales team.

§  Using screen shots, PowerPoints, podcasts, video clips and webinars to reinforce the information presented at SKO is an effective way to transfer marketing knowledge to sales.


4


At sales kickoff, marketing should focus its presentations on the programs, sales tools, resources, people and processes that are directly tied to the sales funnel. 1

Driving qualified opportunity from the top through the middle of the sales funnel requires marketing tactics that are ideal for a starved sales organization. 2

Remember that it is not enough to show a series of PPTs highlighting the various marketing programs and resources that have been created to impact revenue. 3

Marketing has to go the extra-mile and show the sales team how to use the resources (multiple times), before sales behavior will change. 4


The Optimal Marketing Agenda at Sales Kickoff Fourquadrant.com/Marketing-Resource-Blog