Forward looking, high performing, companies capitalize on a key insight that becomes a critical determinant of their success. These companies understand that traditional customer relationship management tactics (CRM) are absolutely necessary, but no longer sufficient to drive sales. They also understand that all customers, both existing and future, have discovered as well as undiscovered needs. Companies that freely provide engaging business information to customers, assist these customers in discovering and better understanding their needs, as well as meeting those needs through action. These companies ultimately learn more about what customers are seeking and thus begin to unlock a pipeline of new sales by creating upfront trust and credibility. This is one outcome of applied Marketing Automation systems (MA). Companies that integrate MA with CRM activities have a distinct competitive advantage over those that are still marketing the "old fashioned" way--using "interruption" marketing tactics and techniques. Specifically, these forward-looking companies reach and succeed in the sales "red zone" more frequently than their "traditional" marketing peers. So, what's involved in making this key transition? Here are the details: www.matthewtheis.com/ebook

1. 10 Concepts Every Marketing & Sales
Organization Must Understand to Succeed in a
Digital Sales World
These ideas are part of a larger eBook by Matthew Theis
Beyond CRM—Succeeding in the Sales Red Zone

2. 1. CRM & MA Are NOT the Same
Customer Relationship Management (CRM) and Marketing
Automation (MA) Systems are not the same thing.
Rather, they are complementary technologies necessary for
an effective and holistic sales nurturing process.

3. 2. It Starts with “Wallet Share”
“Wallet Share” looks at data points from both CRM and MA
systems to help companies increase the total spend of a
customer for all the products and services your company
can provide (as compared to all other options).

4. 3. Buyer Persona
Can you easily articulate the characteristics of your best
customers?
• What do they have in common?
• What other companies share these attributes?
This is the essence of Buyer Persona. If you don’t
understand the common thread among your current
customers, it is difficult to effectively market to new
prospects.

5. 4. Interruption vs. Permission Marketing
Today, successful marketers recognize that there are too
many media alternatives and too many ways for
consumers to block or avoid their message.
When content is relevant and wanted, consumers give
their permission to keep marketing to them. Everything
else is essentially some form of an “interruption.”

6. 5. Information Parity
Thanks to the internet, social media, and mobile
technology, consumers now have access to nearly all the
specialized information that used to form the power base
for most sales people.
As such, consumers complete nearly 70% of the sales
decision process BEFORE they engage a sales person.
Are you helping frame the opinions of your prospects via
regular & relevant content or are your competitors
building this trust component?

7. 6. From Stranger to Promoter
There is a 5 step evolution that consumers go through:
• “Strangers”—little to no knowledge about your brand.
• “Visitor”—after discovering something of value in a blog
post, tweet or other communication.
• “Lead” once they engage with an additional aspect of the
website or lead magnet.
• “Customer”—after the company demonstrates a needed
solution or product.
• “Promoter”—the initial trust is nurtured and grown over time.
*Information via HubSpot

8. 7.“Youtility”
A term coined by business marketing expert Jay Baer in
the bestselling book of the same name. “Youtility”
demands that you create and deliver free content that is
so useful and relevant that your customers and
prospects would actually pay for it. According to Baer,
this is the quickest path to creating trust in a sea of fickle
consumers.

9. 8. Creating a Positive Digital Footprint
A “digital footprint” refers to all of the content that you or
your company creates and curates via your website,
blog, and social media posts. Establishing a positive
digital footprint is another way that companies &
individuals can create credibility and trust.
Like it or not, the first place most prospects visit after
meeting you is your Linked In page. If it is incomplete,
missing a profile picture, or worse yet, shows you
partying with a red plastic cup, prospects may think
twice before engaging you further.

10. 9. Winning the ZMOT
Taken from the title of the best selling book by Google
Vice President Jim Lecinski, Winning the Zero Moment of
Truth is another must read for marketers looking to
succeed in the new social media marketing world.
The ZMOT represents the on-line decision making
moment for a consumer. If your brand is lacking the
digital footprint to be top of mind at that critical moment,
you are likely losing sales.

11. 10.“Finding” vs. “Solving”
Daniel Pink eloquently writes in his book To Sell Is
Human:
“It’s long been held that top salespeople are deft at
problem solving; what matters more today is problem
finding. One of the most effective ways of moving others
is to uncover challenges they may not know they have.”
Are you collecting the data you need to find the
problems that are plaguing your prospects and
customers?

12. How Sales & Marketing Have Changed…
The Chief Creative Officer at JWT, Craig Davis, summed
up the new environment best when he said:
“Audiences everywhere are tough. They don’t have time
to be bored or brow beaten by orthodox, old-fashioned
advertising. We need to stop interrupting what people
are interested in and BE what people are interested in.”
Is your organization prepared to make this shift?
*emphasis is my own

13. For More Information
To receive the full version of this
ebook, please visit:
www.matthewtheis.com/ebook
You can also follow my daily social
media posts at:
http://gobeyondthepress.uberflip.com
and at www.matthewtheis.com
Matthew Theis|773.343.3659
mtheis@shamrockcompanies.net