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MILWAUKEE BMA – 11.08.12

A DIFFERENT KIND OF DEBATE… MARKETING VS. SALES. MILWAUKEE BMA – 11.08.12. SALES IS EVOLVING. HOW SHOULD MARKETING EVOLVE TO ALIGN WITH SALES. SOLUTIONS MARKETING Delivering our customer-and market-focused solution. SALES ENABLEMENT Aligning with sales and field operations. BRAND

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MILWAUKEE BMA – 11.08.12

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  1. A DIFFERENT KIND OF DEBATE… MARKETING VS. SALES MILWAUKEE BMA – 11.08.12

  2. SALES IS EVOLVING

  3. HOW SHOULD MARKETING EVOLVE TO ALIGN WITH SALES • SOLUTIONS MARKETING • Delivering our customer-and market-focused solution • SALES ENABLEMENT • Aligning with sales and field operations BRAND FRAMEWORK Launched our Purpose, Values, Promise and Voice

  4. NEW CONTENT MODEL • Positioning created jointly with sales • Messaging built around customer challenges (not products) • Vertically aligned content • Tools mapped to selling stages – what you need, when you need it • Authentic, sales-ready messages • Customizable to the sales professional’s own voice • ENABLE BETTER SALES CONVERSATIONS CoordinatedTools Consistent Approach Compelling Story

  5. CONSISTENT APPROACH:ALIGNED PROCESS 1

  6. WHAT IS THE SALES WAY? • A custom, global framework: • Common stages on how we classify an opportunity • For all channels • Focused on customer’s actions • A strategic common method to manage: • Opportunities • Customers and Partners • Accounts and Customer Engagement • A common language & definitions: • For all individuals • For all teams • Across the Enterprise • Engrained in our operations: • A simple cadence • Integrated into our systems & tools

  7. WHAT DOES THE SALES WAY DELIVER? A COACHABLE REPEATABLE MEASURABLE PROCESS Relationship Management Build long-term relationships with key accounts and partners by adding value Opportunity Management Develop strategy to close a single sales objective Relationship Acquisition Understanding what the customer wants to fix, accomplish or avoid Sale Closed

  8. COORDINATED TOOLS:ALIGNED SYSTEMS 2

  9. Operationalizing the sales way

  10. Playbooks by vertical

  11. WITH THE TOOLS TO HAVE BETTER CONVERSATIONS AT ANY STAGE WITH ANY TYPE OF CLIENT

  12. COMPELLING STORY - ALIGNED MESSAGING 3

  13. IN THE PAST, CONTENT STARTED WITH A PRODUCT MESSAGE NOW… WE START WITH A CUSTOMER BUSINESS CHALLENGE SOLUTION MESSAGING PLATFORMS REFRAMES OUR MESSAGING FROM PRODUCTS TO SOLUTIONS

  14. UPFRONT SALES & MARKETING ALIGNMENT IS A PREREQUISITE Marketing Content Mapped to Buying Stages Demand Center Campaigns Solution Messaging Core Positioning Sales & Marketing Jointly Define Business Challenges Conversation Roadmaps POV Positioning Pitch Conversation Enablement Tools –Green/Blue Sheet Support Sales Content Mapped to Selling Stages

  15. Re-Cap the Strategy • Positioning created jointly with sales • Messaging built around customer challenges (not products) • Vertically aligned content • Tools mapped to selling stages – what you need, when you need it • Authentic, sales-ready messages • Customizable to the sales professional’s own voice • ENABLE BETTER SALES CONVERSATIONS CoordinatedTools Consistent Approach Compelling Story

  16. LET’S DISCUSS

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