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Sales and Marketing Execution. Jill Mason-Miller President, Invision Strategies. Strategy without execution. Execution. … the carrying out or putting into effect of a plan, order, or course of action.

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sales and marketing execution

Sales and Marketing Execution

Jill Mason-Miller

President, Invision Strategies

  • … the carrying out or putting into effect of a plan, order, or course of action.
  • synonyms: implementation, accomplishment, bringing off/about, engineering, attainment, realization
why don t companies execute well
Why don’t companies execute well?
  • It requires an understanding of how things ACTUALLY get done
  • It requires a plan or process
  • It requires an unwavering commitment to the plan
  • It is not always as fun
  • It is often routine and less about new thinking “there’s another shiny penny!”
why is sales execution more difficult
Why is sales execution more difficult?
  • Don’t really know the customer – who they are, why they buy, what they think
  • Don’t have a process
  • Don’t have anything except a budget with goals
  • Fear of fallout, losing something, making a bad decision …
  • Ego
  • Structure – channel, compensation, management support
sales success formula
Sales success formula

This sets you up for…

Success over here

market research analysis and segmentation
Market research, analysis, and segmentation
  • Non-negotiable - Understand where the market is today and where it's headed (Research and analysis)

Make the investment to do the research and analysis with credible sources.

No short-cuts!

      • Segments and target markets identified
      • Segments and target markets prioritized
      • Validation (Piloting if possible)
      • Memorialize segments and target markets
  • Marketing and Sales Alignment
      • Definitions agreed upon – what is a qualified and unqualified lead?
      • Support and tools needed
      • Who will do what?

Operations/ Administration



touch plan
Touch plan

A “Touch/Contact Plan” is a well thought out, scheduled plan of how an organization will approach its target market

  • Agreed to by marketing, business development, and client management
  • Marries strategy with tactics
  • Proactive, results-focused usage of touch tools
  • Linked into CRM technology
touch plan logic
Touch plan logic

Appropriate frequency of creative, valuable, and consistent contact will drive positive behavior, i.e., client growth, client acquisition, referrals, etc.

sales channel
Sales channel
  • Inside
  • Outside
  • Lead generation/Biz development
  • Direct – on and off-line
  • Management
sales process
Sales process
  • Finding new – prospecting
  • Client engagement
  • Service
  • Planning
execution your people
Execution: Your people

"You need to change people's behavior so that they produce results.”

Larry Bossidy & Ram Charan

sales process development
Sales process development
  • Training
  • Tools
  • Compensation
getting it done
Getting it done

Accountability is the acknowledgment and assumption of responsibility for actions, decisions, and goals … It is the willingness and obligation to report, explain, and be answerable for resulting consequences.

management accountability
Management accountability
  • Sales management protocols – Activities and behaviors
  • Talent acquisition
  • Onboarding leadership and coaching – Developing great sales and service people
  • Job descriptions - Performance reviews
  • Sales management tools
  • Systems i.e., CRM
  • Deal innovation