Presentation of results of new marketing and sales alignment survey conducted by the magazine that will shed light on how differently or similarly marketing and sales professionals view the challenges, issues and opportunities facing both teams.

1. PREVIEW
Marketing and Sales Alignment Survey
Sales & Marketing Management Magazine

2. 2
SurveyResponses
• Nearly 200 marketing and sales participants
• Cross-section of companies from <50 employees to
>5,000 employees
• Cross-section of companies from at least 15
different industries

3. 3
HowMuchMessagingGetsUsed?
59% said less
than50% of
messaging gets
used
Marke&ng
Sales
61% said more
than 50% of
messaging gets
used

4. 4
HowMuchMessagingGetsUsed?
59% said less
than50% of
messaging gets
used
Marke&ng
Sales
61% said more
than 50% of
messaging gets
used
ALIGNMENTFINDING!
• Marke&ng
thinks
sales
people
DON’T
use
their
stuff
• Sales
people
think
they
DO
use
marke&ng’s
stuff

5. 5
WhyMessagesDon’tGetUsed?*
• (45%) Too product-centric,
not customer-centric
• (39%) Selling is in the spoken
word, too many tools written
• (28%) Tools don’t match the
tasks in the buying cycle
*
Pick
your
top
two
choices
from
list
of
seven
op6ons
Marke&ng
Sales
• (51%) Too product-centric,
not customer centric
• (28%) Tools don’t match the
tasks in the buying cycle
• (26%) Messages don’t sound
like customer conversations

6. 6
WhyMessagesDon’tGetUsed?*
• (45%) Too product-centric,
not customer-centric
• (39%) Selling is in the spoken
word, too many tools written
• (28%) Tools don’t match the
tasks in the buying cycle
*
Pick
your
top
two
choices
from
list
of
seven
op6ons
Marke&ng
Sales
• (51%) Too product-centric,
not customer centric
• (28%) Tools don’t match the
tasks in the buying cycle
• (26%) Messages don’t sound
like customer conversations
ALIGNMENTFINDING!
• More
customer-­‐centric
messaging
• Tools
that
align
with
the
buying
cycle
• Sound
more
like
sales
conversa&ons

7. 7
WhyProspectsChooseYou?*
• (53%) Product quality
• (27%) Brand reputation
• (10%) Sales interactions
• (8%) Pricing
• (45%) Product quality
• (22%) Sales interactions
• (16%) Brand reputation
• (14%) Pricing
*
Pick
one
of
four
choices
Marke&ng
Sales

8. 8
WhyProspectsChooseYou?*
• (53%) Product quality
• (27%) Brand reputation
• (10%) Sales interactions
• (8%) Pricing
• (45%) Product quality
• (22%) Sales interactions
• (16%) Brand reputation
• (14%) Pricing
*
Pick
one
of
four
choices
Marke&ng
Sales
ALIGNMENTFINDING!
• We
think
our
products
rock!
• Marke&ng
and
sales
disagree
about
brand
vs.
conversa&ons

9. 9
HowDoesMarketingDriveRevenue?*
1. Branding
2. Product positioning
3. Demand generation
4. Inbound strategies
5. Sales enablement
1. Product positioning
2. Sales enablement
3. Branding
4. Demand generation
5. Inbound strategies
Marke&ng
Sales
*
Rank
these
five
in
order
of
importance
1
=
most
important

10. 10
HowDoesMarketingDriveRevenue?*
1. Branding
2. Product positioning
3. Demand generation
4. Inbound strategies
5. Sales enablement
1. Product positioning
2. Sales enablement
3. Branding
4. Demand generation
5. Inbound strategies
Marke&ng
Sales
*
Rank
these
five
in
order
of
importance
1
=
most
important
ALIGNMENTFINDING!
• Marke&ng
and
sales
disagree
about
priority
for
sales
enablement
• Both
agree
product
posi&oning
is
a
top
strategy
for
driving
revenue

11. 11
(64%) Can’t differentiate
(Losing deals we shouldn’t)
(58%) Can’t break status quo
(Closing rates going down)
(50%) Can’t communicate value
(Deal sizes shrinking)
(28%) Can’t justify price
(Excessive discounting)
(63%) Can’t differentiate
(Losing deals we shouldn’t)
(53%) Can’t break status quo
(Closing rates going down)
(49%) Can’t communicate value
(Deal sizes shrinking)
(35%) Can’t justify price
(Excessive discounting)
ResultofPoorSalesConversations?*
*
Pick
the
top
two
biggest
problems
Marke&ng
Sales

12. 12
(64%) Can’t differentiate
(Losing deals we shouldn’t)
(58%) Can’t break status quo
(Closing rates going down)
(50%) Can’t communicate value
(Deal sizes shrinking)
(28%) Can’t justify price
(Excessive discounting)
(63%) Can’t differentiate
(Losing deals we shouldn’t)
(53%) Can’t break status quo
(Closing rates going down)
(49%) Can’t communicate value
(Deal sizes shrinking)
(35%) Can’t justify price
(Excessive discounting)
ResultofPoorSalesConversations?*
*
Pick
the
top
two
biggest
problems
Marke&ng
Sales
ALIGNMENTFINDING!
• Marke&ng
and
sales
completely
agree
on
the
ranking
of
problems
caused
by
poor
sales
conversa&ons

13. 13
WhatPartofStoryNeedsFixingFirst?*
1. Campaigns
and
selling
tools
don’t
break
through!
2. Messages
are
undifferen;ated
and
uninspiring!
3. Sales
conversa;ons
do
not
dis;nguish
us
from
compe;tors
4. Sales
nego;a;ons
don’t
capture
the
value
we
deserve
1. Messages
are
undifferen;ated
and
uninspiring!
2. Campaigns
and
selling
tools
don’t
break
through!
3. Sales
conversa;ons
do
not
dis;nguish
us
from
compe;tors
4. Sales
nego;a;ons
don’t
capture
the
value
we
deserve
Marke&ng
Sales
*
Rank
all
four
with
1
=
fix
first
and
4
=
fix
last

14. 14
WhatPartofStoryNeedsFixingFirst?*
1. Campaigns
and
selling
tools
don’t
break
through!
2. Messages
are
undifferen;ated
and
uninspiring!
3. Sales
conversa;ons
do
not
dis;nguish
us
from
compe;tors
4. Sales
nego;a;ons
don’t
capture
the
value
we
deserve
1. Messages
are
undifferen;ated
and
uninspiring!
2. Campaigns
and
selling
tools
don’t
break
through!
3. Sales
conversa;ons
do
not
dis;nguish
us
from
compe;tors
4. Sales
nego;a;ons
don’t
capture
the
value
we
deserve
Marke&ng
Sales
*
Rank
all
four
with
1
=
fix
first
and
4
=
fix
last
ALIGNMENTFINDING!
• Both
seem
to
agree
that
the
story
itself
(messages
and
tools)
is
the
more
urgent
challenge
to
fix

15. THANKYOU!