4 top ways marketing fails sales - from Dreamforce 14
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4 top ways marketing fails sales. Brian Groth's Dreamforce 14 presentation.
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4 top ways marketing fails sales - from Dreamforce 14
- 1. 4 TOP WAYS MARKETING FAILS SALES AND HOW TO FIX THEM B R I A N G R O T H S A L E S E N A B L E M E N T M A N A G E R X A C T L Y , C O R P O R A T I O N O C T O B E R 2 0 1 4
- 2. 1. CONTENT CREATION Marketing • Messaging Framework • Datasheet / Factsheet • Case Studies / Customer Stories • Sales Pitch (maybe) Sales • Cold call scripts • E-mail templates • Competitive comparisons/objections • Sales Pitch (on their own) Fix: Define ownership & input for creating customer-facing content
- 3. 2. CONTENT MANAGEMENT Marketing • Product info • For web & social sharing • For e-mail newsletters • Product info • By industry • By persona • By content type Sales • Available immediately • Easy to share • E-mail template when needed • NDA, Order Form, etc. when needed • Product info when needed Fix: Think of sales as another channel needing quick responses
- 4. 3. MOTIVATION Marketing • Pageviews • Downloads • Social shares • Buzz • New leads Sales • Quota • SPIFF • Gamification • President’s Club Fix: Educate marketing on the variables in the sales commission plan
- 5. 4. SALES PROCESS Marketing • Generate Brand Awareness • Generate Leads • Sales Accepted Leads (SAL) Sales • Sales Qualified Leads (SQL) • Needs Analysis • Value Proposition • Proposal • Negotiation • Close Fix: Have shared metrics, such as SAL and SQL
- 6. 4 TOP WAYS MARKETING FAILS SALES AND HOW TO FIX THEM 1. Content Creation: Define ownership & input for creating customer-facing content 2. Content Management: Think of sales as another channel needing quick responses 3. Motivation: Educate marketing on the variables in the sales commission plan 4. Sales Process: Have shared metrics, such as SAL and SQL Brian Groth Sales Enablement Manager @ Xactly bgroth@xactlycorp.com
Notes de l'éditeur
- Session Title: 4 Top Ways Marketing Fails Sales: And How to Fix Them Session Description: The #1 job of marketing is to help sales sell more. Hear the 4 most common failures for marketers, and how to address these issues fast. Special guest Brian Groth, sales enablement manager from hyper-growth company Xactly. He'll explore a real-world example of how to synchronize how marketing and sales communicate with prospects.
- Marketing is not focused on building the content that sales needs, or at least usually not all of the content they need. Understandable, but sales needs to spend time closing deals, not creating content.
- Right content, right time: Push the right sales enablement content to sales teams. Where they need it, when they need it. Match content to any sales situation - by industry, persona, stage, and more. Surface content anywhere - in Salesforce.com or mobile devices with Salesforce1 Centralize content from everywhere - your blog, videos, file shares, and internal content like sales training tool Automatically recommend content that accelerates your sales process Identify gaps in your content library to better target messaging to prospects Alert sales teams via email and Chatter when prospects view content Connect with Marketo, Eloqua, Pardot, or Hubspot for a complete view of your funnel
- Pay based on factors the sales rep can control
- Content Creation Content Management Motivation Sales Process