Sales and marketing alignment

Inspiration and
conversations that
perspectives
COMMERCIAL
EXCELLENCE
FORUM

2
COMMERCIAL EXCELLENCE FORUM
COPENHAGEN
MALMO
OSLO
STOCKHOLM
ZURICH
MUNICH
AARHUS
EVENTS IN 2018-2019
1) B2B digital marketing (October 2018 & March 2019)
2) Six behavioural trends shaping 2019 (February
2019)
3) Global sales transformation (April 2019)
4) Sales Enablement – Aligning sales & marketing
efforts (June 6, 2019)
Next years program is in the making
Do you have ideas for commercial themes or challenges?
Share them with us!

3
Unexplored potential in sales-marketing-alignment lies ahead
Source: Pre-survey, ComEx-Forum, ICG
How far is your organization in reaping the full potential of effective
communication between your sales and marketing departments?
How good are people in marketing to involve sales representatives in
the development of new value propositions and other marketing
material?
To what degree are relevant sales and marketing personnel within your
organisation able to effectively communicate your value proposition
to customers and stakeholders at the right time?
How advanced are you in your adoption of sales enablement tools in
your organisation?
To what extent is the collaboration between your marketing and sales
departments determined by clearly defined structures and
processes?
1 10
4.0
4.2
4.9
4.7
4.5
WHAT WE ASKED…. …WHAT YOU ANSWERED

4
Sales enablement tools are seen as an opportunity, however, several barriers exist
to reap the full potential
Source: Pre-survey, ComEx-Forum, ICG
On a scale from 1-10 how do you view
sales enabling tools as an opportunity
to improve your sales activities and
generate a higher return?
WHAT WE ASKED…. …BARRIERS IDENTIFIED
33% Budget
26% Knowledge
19% Competencies/Skills
15% Timing
15% Poor Value-to-impact
6.4

Christian Milner Nymand,
Partner and Practice Lead, Commercial Excellence
6th of June 2019
WHY STRONGER SALES
AND MARKETING
ALIGNMENT MATTERS

6
Three insights are important to understand why the integration
of sales and marketing needs to change
The average B2B
buyer is
57%
into their buying process
before contacting suppliers
53%
of the average B2B buyers’
decision to choose one
supplier over alternatives
has to do with the sales
experience
(which leaves 47% to
brand, price, services, etc)
In a typical B2B
buying decision
6,8
stakeholders have been
involved in making the
decision

7
THE AVERAGE B2B BUYER IS
INTO THEIR BUYING PROCESS
BEFORE CONTACTING SUPPLIERS
Opportunities for sales & marketingImplications for sales
It’s becoming increasingly difficult for sales to get early
access to decision makers and position strong
company differentiators
57%
The power of procurement has increased and what is
left to discuss is often service and price levels
Difficult to proactively steer number of opportunities
coming into the pipeline, as buyers have taken over
the initiative to contact
Build strong solution/value messaging content for the
channels where your buyers research
Use digital solutions to identify your prospects early in
their (research) process
Use tailored marketing/messaging content to increase
your relevance in your buyers early stage process and
get access to speak before competition
Convert a fraction of your external sales force into an
inside sales function tasked to create, nurture and
qualify early stage opportunities

8
IN A TYPICAL B2B BUYING DECISION
STAKEHOLDERS HAVE BEEN
INVOLVED IN MAKING THE DECISION
6,8
Almost impossible to meet and influence this amount
of stakeholders
Complex task to tailor your messages to resonate with
everyone
Use solution/value messaging content to influence
different stakeholders where they do their research
Improve and standardize stakeholder messaging and
make it easily available to sales reps to share in sales
interactions
Convert a fraction of your external sales force into an
inside sales function tasked to support stakeholder
engagement on key opportunities

9
OF THE AVERAGE B2B BUYERS DECISION TO CHOOSE
ONE SUPPLIER OVER ALTERNATIVES HAS TO DO WITH
THE SALES EXPERIENCE
53%
It can no longer be up to the individual sales employee
to determine what good looks like in customer
interactions
Most sales reps are predominantly taught to talk about
products and price but customers value insights that
teach them new things about their business
Develop strong sales interaction playbooks that
determine what great looks like and equip sales with
tools to execute and marketing/managers with insights
to follow up on quality and usage
Marketing (and inside sales) to research and
conceptualize relevant business insights into formats
that can easily be communicated to customers by
sales people (and omni channels)

10
What does a good sales experience mean?
Source: Corporate Executive Board
IMPORTANCE OF SALES EXPERIENCE WHAT CUSTOMERS WANT FROM SELLERS
1
0
53%
Being supported within the organisation
Offering unique, valuable perspectives on
customer’s business and/or market
Helping customer navigate alternatives
Helping customer avoid potential mistakes
Teaching customer about unknown issues

SHARE insightful MESSAGES
ON relevant CHANNELS
to CREATE VALUE FOR
BUYERS where they are in their
DECISION MAKING
PROCESS to drive better results
The new imperative for marketing & sales
1
1

12
Marketing and sales have an integrated role in delivering a world
class end-to-end sales process experience
• Share relevant commercial insights and reference stories that
arouses your buyers interest
• Qualify if your prospect buyer is committed
• Gain permission to move forward
• Diagnose and inspire on how to solve specific problems
• Create a clear link between problem, solution and your
capabilities and differentiators
• Help customer specify solution
• Clearly articulate the added value of your offering
• Help customer navigate alternatives
• Inspire customer to see new solution elements they have not
yet considered
• Create trust in your ability to deliver and create value
• Support ROI / value calculations
End-to-endbuyingprocess
End-to-endsalesprocessexperience
Online
Offline
Online
Offline
Online
Offline
Online
Offline
How can I further optimize
my business?
How do I solve my
problem or achieve my
goal?
Who is best to deliver and
help me achieve my goals?
What is the best solution to
solve my need?

13
Sales enablement is one important component to better align quality content creation
and providing relevant feedback between sales & marketing
Generate sales cycle deliverables
Conduct sales cycle
Generate post sales call deliverables
Conduct sales calls
Pre-call planning
New hire or new solution training
Insights from user and buyer analytics
Continuously improve
content library
Improve sales rep
performance through fact
based statistics and
manager led coaching
Build strong content
library designed and
structured to drive a
world class buying
process experience
Make available for front
line sales reps on easily
accessible technology
platform

14
CREATING
COMPELLING
CONTENT
SALES
ENABLEMENT
TOOLS
The break-out sessions
DELIVERING
INSIGHTS & VALUE
PROPOSITIONS

15
COMMERCIAL EXCELLENCE FORUM
COPENHAGEN
MALMO
OSLO
STOCKHOLM
ZURICH
MUNICH
AARHUS
EVENTS IN 2018-2019
1) B2B digital marketing (October 2018 & March 2019)
2) Six behavioural trends shaping 2019 (February
2019)
3) Global sales transformation (April 2019)
4) Sales Enablement – Aligning sales & marketing
efforts (June 6, 2019)
Next years program is in the making
Do you have ideas for commercial themes or challenges?
Share them with us!

The growing GAP between
Buyers and Sellers

Centre of Excellence vs Sales Enablement
Centre Of Excellence
Leadership
Best Practices
Research
Support
Training
Sales Enablement
AI/ML Powered Solutions
Best Practice Sharing
Insights
Integrations
Training
→ COMMON GOALS: Increase efficiency, reducing costs and aligning systems & teams for results & growth*

missed their individual sales targets in 2018
48%
(Source: Miller Heiman)
of sales people
this was the 5th consecutive year of decline...

expect to miss their individual sales targets in 2019...
57%
(Source: Salesforce: State of Sales Report)
of sales people

The market has shifted
89%
of consumers make buying decisions
based on experience, ahead of price
and product
6 years ago, that number was 12%
- Forrester 2017

82%
of B2B buyers say they now expect
the same buying experience as
they get as a consumer
- Salesforce: Connected Buyer Report
B2C experiences are
changing B2B expectations

are desperate for more relevant content
66%
(Source: IDG)
of buyers
with 60% saying at times, they have too much content

Common challenges in both Sales and Marketing
*
(Source: SiriusDecissions)

Marketing engagement
Marketing
Automation
Built for the marketer
CRM
Built for the manager
System of Record
Sales Enablement
Built for the seller
System of engagement
AI
A system of engagement, not system of record

Built for sales, loved by marketers, delighting buyers
27

of reps using a sales
enablement tool report a
higher close rate
Bridge
of marketing content
goes unused by sales
SiriusDecisions
of a sales person’s
time is spent actively
selling
CEB
higher revenue
attainment by those
organisations with an
end-end SE function CSO
Insights
What the Sales Enablement industry says
81% 70% 35% 8%

Increase in
opportunity close
rate
Reduction in admin/prep
time for sales - increasing
active selling time
Reduction in content
created - saving marketing
time and money
Showpad clients - typical results
10% 17% 37%
Reduction of ramp
time for new reps
20%

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