4. 6 Pin Points To The Root Cause …
1. Understanding of Roles
2. Funnel Metrics
3. Buyer Collaboration
4. Lead and Pipeline
Scoring
5. Trust and Shared Risks
6. Process and
Technology
14. New Expectations
Marketing’s customer is Sales
Not the Market or Influencers
Sales’ role is to be Coach
Not as Information Guide
Marketing’s role is to enable
pipeline leads
Not drive more leads
Sales must accept they’re not
ZMOT
60+% of cycle is already done
Who Are WeRoot CausePinpointing Your Root Cause6 Best Practices4 Things You Do TodayQ&A
Sales needs to re-engineer their dialogues. Classic consultative selling skills have taught reps to develop buyer needs through the use of effective questioning, listening and the ability to connect needs with relevant product/solution features and benefits., the focus on early sales calls must move from needs creation to needs forensics. Salespeople must use the skills of questioning and listening to understand what the preordained need and preconceived solution look like, the process used to arrive at those conclusions and how committed the buyer is to that vision. If there’s a match between need and solution, it may make sense to move forward; if not, the rep must make the call whether a match can still be found through further dialogue, or be prepared to move on.15% of executives believe that sales do not prepare for sales calls. Marketing doesn’t enable or share Sales don’t engage in needs forensics Service / support focuses on one-and-done metrics
Do jointly
Tear down silosHigh value content builds preference Forget the product-centric, company-touting Content should be 3rd party,
Combine marketing & Sales operations into one team
Train, train again, on how to deliver customer experience
Marketing becomes the proxy for the early sales call. It used to be reps were involved earlier in the buying process, positioned to influence both the perceived needs and the solutions a buyer might consider. Without the ability for sales to engage buyers early, it becomes increasingly important for marketing to do its homework on the buyer – using research and analysis to determine the tactics most likely to resonate with the prospect. Marketing’s effectiveness will then become evident by how often buyers, when eventually meeting with reps, articulate their needs and desired solutions in terms of your offerings.
