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WEBINAR Four New Ways To Think About Aligning Marketing And Sales

WEBINAR Four New Ways To Think About Aligning Marketing And Sales. Laura Ramos, Vice President, Principal Analyst @lauraramos. June 24, 2015. Call in at 10:55 a.m. Eastern time. In most organizations, alignment between sales and marketing remains a challenge. Agenda.

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WEBINAR Four New Ways To Think About Aligning Marketing And Sales

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  1. WEBINARFour New Ways To Think About Aligning Marketing And Sales Laura Ramos, Vice President, Principal Analyst @lauraramos June 24, 2015. Call in at 10:55 a.m. Eastern time

  2. In most organizations, alignment between sales and marketing remains a challenge.

  3. Agenda • Why do we need a new approach to sales enablement? • Four ways marketers can better enable sales • Redefine sales support around customer understanding

  4. An age-old marketing and sales story . . . Source: October 2006, “Improving Lead To Management” Forrester report

  5. Automation helps marketing plug the leak.

  6. And makes us more effective . . . . . . but alignment is lower priority. Source: August 19, 2014, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report

  7. In addition, buyer behavior has changed

  8. 50%want vendors who “understand my business, culture.”45%want help “realizing my end result.”

  9. Marketing must create influence earlier MESSAGES AND CONTENT MUST SHAPE DECISIONS LONG BEFORE PURCHASE Buyer’s information gathering Sales contact

  10. True alignment remains elusive Share demand creation goals — but metrics are different. Marketing looks at segments, sales at accounts, titles, and names. Operate on different schedules

  11. Agenda • Why do we need a new approach to sales enablement? • Four ways marketers can better enable sales • Redefine sales support around customer understanding

  12. Time to change this old sales and marketing dynamic

  13. Today, marketing enables sales pursuit Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO’s Role In Sales Enablement” Forrester report

  14. The pitfalls of myopic pursuit focus $$Lead Time

  15. A new perspective is needed ENGAGE DISCOVER EXPLORE ASK BUY USE Source: May 23, 2013, “A New Path For IT SVM: Bridge The Marketing-Technology Sourcing Gap” Forrester report

  16. Four ways to reinvent sales enablement Move from nurturing leads to creating a shared customer context. Make salespeople the face of your nurturing communications. Create a shared narrative to spark customer conversations. Play a strategic role in ensuring customer success.

  17. No. 1: Lead prospects through a series of coordinated interactions Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO’s Role In Sales Enablement” Forrester report.

  18. Demandbase personalizes experiences

  19. NewVoiceMedia uses idio to read its prospects’ minds • Interest profile • Topics of interest • Real-time • Cross-channel • Recommended content • Enables sales conversation • Powers web personalization • Accelerates sales cycle

  20. No. 2: Put sales in a starring role Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey and Forrester’s *Q4 2012 Global Executive Buyer Insight Online Survey 74%of business buyers research work purchases online. 53% find going online superior to interacting with a salesperson. However, buyers select vendors 75%*of the time who turn vision into value.

  21. Nudge makes it easy for sales to nurture contacts and stay in touch

  22. VMware helps sales engage socially via Dynamic Signal and mobile app

  23. No. 3: Create a shared narrative

  24. Oracle Eloqua uses an extended narrative to help sales engage buyers

  25. Comcast Spotlight marketing streamlined its sales story via Clearslide

  26. No. 4: Invest in post-sale customer success management Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” Forrester report

  27. Citi builds relationships after purchase Harland Clarke found banks that “onboard” have attrition rates 4% to 5% below peers.

  28. Gainsight helps its clients monitor customer health and take action

  29. Payoff: Lifelong engaged customers also deliver multiple benefits to sales Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” Forrester report

  30. Payoff: Lifelong engaged customers also deliver multiple benefits to sales Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO’s Role In Sales Enablement” Forrester report

  31. Agenda • Why do we need a new approach to sales enablement? • Four ways marketers can better enable sales • Redefine sales support around customer understanding

  32. “To succeed, we needed to architect our lead-to-revenue processes to slightly, but positively, impact sales systems. We couldn’t tell sales what to do or make wholesale changes. We first had to show we empathized with their situation and how we could make things just a bit better for them.” — Jascha Kaykas-Wolff, CMO, BitTorrent

  33. Shift from supporting sales activity to sharing buyer understanding How are you fostering customer “obsession”? How are you using marketing data to shed new light on accounts and leads? How are you aligning your processes with sales? How do you measure and celebrate your success?

  34. Marketo personalizes buyer experiences with Captora to help convert demand

  35. Zendesk uses marketing data analytics to accelerate pipeline Problem: wasted effort on low-value deals Find patterns that better predict value. Area of inefficiency

  36. FirstRain helps sales be relevant with account-based insights

  37. Align sales relationship with technology to improve marketing’s impact Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” Forrester report

  38. Recommendations Put the customer at the center of your sales enablement strategy and execution. Invest in customer data analytics and insight. Align with sales around the customer’s digital experience. Use technology and process to create customer engagement at scale.

  39. Selected Forrester research June 15, 2015, “From Big Data To Actionable Insight: The Role Of Predictive Analytics In B2B Marketing” April 9, 2015, “Metrics That Matter For B2B Marketers” March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” January 30, 2015, “Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level” January 2, 2015, “How Customer Activation Better Wins And Serves Business Buyers” September 29, 2014, “Why Buyers Don't Want To Meet Your Salespeople And What To Do About It”

  40. Laura Ramos +1 650.581.3218 lramos@forrester.com @lauraramos

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