Why can't we all just get along? - Sales and Marketing in Web 2.0 World
Social media tools and techniques can go along way in helping sales and marketing collaborate to optimize sales efficiency to drive high-velocity, high-volume, and high-value transactions.
Smart customers want smart salespeople who can engage in an intelligent conversation about how the product or services offered can address the challenges and opportunities faced by the customer.
Applying Web 2.0 best practices can help build knowledgeable marketing and sales teams who build strong relationships through openess, flexibility, authenticity and transparency.
Internal and external collaborative workspaces and social networks can make sales people smarter and give marketing folks real world feedback they can use to target and hone sale ready messaging and tools.
Topics:
• Easing the tension between Marketing and Sales
• An overview of Web 2.0 tools and techniques for sales
• How Web 2.0 can make sales people smarter
• How internal and external collaborative platforms make marketing more effective
• Getting started
4. WE’RE LAUNCHING
AN INNOVATIVE, ROBUST
SCALABLE SOLUTION WITH
SCALABLE SOLUTION WITH
INTEGRATED ANALYTICS FOR
INTEGRATED ANALYTICS FOR
MISSION CRITICAL
SS O C C
APPLICATIONS
28. KNOWLEDGE
SALES NEEDS INFORMATION
SALES NEEDS INFORMATION
SALES NEEDS INFORMATION
^
Internal information:
Product information:
Account details
Application
Contact info
Use cases
formation
ormation
Account history
FBA
Interactions
Pricing
usiness Info
stomer Inf
External information:
Market information:
Business objectives
Strategy
Business requirements
Business requirements
Cus
Positioning
P ii i
Bu
Competitive pressures
Competition Decision makers
Industry dynamics Decision process
29. direct marketing phone calls
marketing email
ki il customer meetings
marketing events
prospect meetings
advertising
networking/referrals
PR
Information
analyst relations sales email
channels
marketing sales
web content
Web lead capture
industry customer & prospect
marketing communities communities
communities
industry news
y customer & prospect
customer & prospect
marketing blogs
k i bl
news
industry blogs
marketing social customer blogs
media industry social customer social
customer social
media media
30. SET UP LISTENING POSTS
INDUSTRY TRENDS
BRAND PERCEPTIONS
COMPETITIVE
DEVELOPMENTS
CUSTOMER
DEVELOPMENTS
34. CASE STUDIES BLOG POSTS
3RD PARTY ARTICLES
PARTY ARTICLES
PRODUCT NEWS VIDEOS & PODCASTS
RESEARCH REPORTS
COMPANY NEWS TWEETS
WEBINAR/EVENTS
RELEVANT REASON
RELEVANT REASON
TO REACH OUT
TO REACH OUT
BUILD A LIBRARY
36. IN THE REAL WORLD
IN THE REAL WORLD
2. Article on CSC 4. Check Salesforce.com –
3. Check blog – leave
Collaborative Enterprise Stu Downes is contact
comment – subscribe
received in feed reader
ece ed eed eade to blog
to blog
6. Got the meeting 5. Reach out to talk about
AND THE DEAL!
AND THE DEAL! connection between CSC &
ti b t CSC &
Attensa
37.
38.
39.
40. ON DEMAND
ON DEMAND
SALES READY TOOLS
SALES READY TOOLS
41. MARKETING NEEDS
HELP
90% OF THE TOOLS
THEY CREATE
AREN’T USED
Source: American Marketing Association
51. “I LOVE SPENDING “I LOVE MAKING
TONS OF MONEY
TONS OF MONEY IRRELEVANT
IRRELEVANT
GENERATING LEADS CALLS TO PEOPLE
FROM PEOPLE WHO
FROM PEOPLE WHO WHO DON’T
WHO DON’T
AREN’T CARE.”
INTERESTED.”
58. IT S ALL ABOUT TALKING
IT’S ALL ABOUT TALKING
TEAMS THAT HUDDLE HAVE HIGHER ROI
COLLABORATIVELY DEFINE: SALES
READY LEAD
DEFINE THE PROCESS: QUALIFY – FILTER
– NURTURE – HAND TO SALES
NURTURE HAND TO SALES
FOCUS ON MARKETING PROGRAMS
THAT BUILD RELATIONSHIPS
THAT BUILD RELATIONSHIPS
59. NEXT 3 QUESTIONS FOR THE
HUDDLE
1. WHAT DOES A MAP OF THE CUSTOMER
DECISION PROCESS LOOK LIKE?
2. WHAT DOES THE CONVERSION PROCESS
WHAT DOES THE CONVERSION PROCESS
LOOK LIKE?
3. HOW CAN WE CLOSE THE LOOP ON EACH
3 HOW CAN WE CLOSE THE LOOP ON EACH
SALES LEAD GENERATED?
62. SERIOUS ROI
ORDER SIZE 21%
NUMBER OF WINS 21%
FORECAST ACCURACY
FORECAST ACCURACY 30%
IMPROVEMENT
22%
SALES CYCLE TIME
Source: Escaping the Blackhole: Minimizing the Damage from the Marketing and Sales Disconnect
Robert Schmonzees 2005