At Start Up Scale Up we covered the 10 essential elements to driving results through sales and marketing alignment. We review the strategy and tactics on content's role in driving sales productivity.

1. Align to Accelerate!
The 10 Essential Elements of Successful Sales and Marketing Teams
August 15, 2017
Jeff Leo Herrmann
B2B Showrunner
#StartUpScaleUp

2. Stay Alert!
STAY ALERT!
#1

3. We have the (social media) tools,
but first, what’s your why?
SURF THE WEB LATELY?

4. We live in a world of content
made BY and FOR
the mobile platform.

5. Consolidated Lingering | Connections 3X Search $
Why is Facebook successful?
#StartUpScaleUp

6. Exploitation at its finest...
1. OUR data is being parsed and monetized, and we’re saying thank you.
2. Email is the only channel not algorithmically controlled.
3. How can we move them off of social and onto our platform….more product promotion?
4. Create compelling (interesting or problem-solving) content to capture attention and trust

7. #StartUpScaleUp
Can We Tip the Scales?

8. GO STOP
Break Tribal Knowledge and Campaign Mindset
Tribal Knowledge Reigns
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9. #2
ALIGNMENT
#2

10. Business Strategy, Goals and KPIs
#1 Partner to “Ideal Clients” that Value Creative and Financial Audience Development
Marketing Strategy
B2B Showrunner | Achieve $1.5 MM in Growth
#1 Partner to SMB Creators Better Best Practices
$858,000 in NEW BIZ
Existing Client RETENTION
Publishing and TAS Publishing and TAS
200 Leads and 40 Open Opps
Partners and Events
Always On Foundation: Web | Social | Paid | Thought Leadership
Top to Bottom Alignment on Strategy

11. Align Business Objectives and Buyer’s Journey
Business
Objectives
Acquire NEW
Leads
Develop Relationships Contract Retain and
Grow
Buyer’s
Journey
Status Quo Problem
Recognition
Research and
Consider
Commit Advocate
Status to
Company
Unknown Known
Marketing Ownership
Sales Execution
#StartUpScaleUp

12. #3
ALIENATE

13. Responsibilities, About and Desires:
Responsible for overall corporate strategy and
health of the business. He’s on the horse
leading the charge. Collaborates closely with the
team yet makes decisive calls on strategy,
direction and client leadership. Sets the pace
and tone of the organization. Wants to achieve
growth targets and see team evolve.
Goals, Motivations and Fears:
Primary goal is investing in growth of the
organization. Willing to embrace innovative
methods and loves ROI, yet functions on
instincts and intuition. Sceptical of “bright shiny
objects.” Fearful of low barriers to entry and the
pace of change of consumers and the broader
economy.
Triggers and Touchpoints:
Heavily influenced by financial publications, his
business owner network and LinkedIn. Prefers
hands on experience and in-person interactions
to establish trust.
Our Solutions:
We offer innovative methods to develop and
engage your audience to build trust and
credibility.
Gender: 70% Male
Age Range: 35-55
Income: $100k+
EDU: MBA
Industry: B2B
Job TItles: Owner,
Founder, President,
Entrepreneur
If You’re Targeting Everyone....
Strategic Serious Slater

14. Transparency
TRANSPARENCY#4

15. Define Sources and Drivers of Revenue
Source: Salesforce Blog
#StartUpScaleUp

16. Define Lead Status and Workflows
Business
Objectives
Acquire NEW
Leads
Develop Relationships Contract Retain and
Grow
Buyer’s
Journey
Status Quo Problem
Recognition
Research and
Consider
Commit Advocate
Status to
Company
Unknown Known
Marketing Ownership
Sales Execution
Marketing Qualified Lead Sales Qualified
#StartUpScaleUp

17. Define Pipeline Stages and Progression
Stage Description and Progress Step Probability
Qualified Fits Ideal Client Profile (active marketing budget, understands
value of product). Accepts offer for an INTRO meeting on a fixed
date and time.
10%
Pitching INTRO meeting complete and has agreed to grant access to
accounts and attend a deep dive audit/strategy meeting.
25%
Proposal Attended audit/strategy meeting AND has been sent a proposal for
services.
50%
Negotiations Timing established. Decision committee known. Proposal under
evaluation and commitment to a go or no-go on a set date.
90%
Closed Won Executed contract for services received 100%
Closed Lost Deal lost 0%
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18. What Business are you In?
Passion, Commitment and a Unique POV
Think Like a Publisher
Build a Loyal Audience
#5

19. Content
Engagement Insights
SOCIAL
Subscribers!
YOUR.COM
C
all to
A
ction!
Model to Build Audience/Relationships at Scale
#StartUpScaleUp

20. Illustrations of Owned Media Marketing Strategy
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21. “It’s very challenging for a marketing
professional to leverage content with a
mission that revolves around the product
(and not the customer.)”
Joe Pulizzi
#StartUpScaleUp

22. “It’s the strategic use of content that will
not only build audiences and drive the
creation and retention of customers, but
also do it at a profit.”
Robert Rose
#StartUpScaleUp

23. #6 TRUST

24. 7) Produce Just ONE...#7 FOCUS

25. 28 Wins at $99,999 MRR
500 Leads
100+ Opps
Video email
prospecting
ABM to Target Accounts
Facebook Live 1/week
+ Atomized Content
N
U
R
TU
R
E
C
ontent Assets
Inbound and Paid
Media Acquisition
Premium Asset Strategy | One and Done!
#StartUpScaleUp

26. The Rise of the Showrunner

27. Plan | Produce | Publish | Promote | Repurpose
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28. 8 Rhythm#8
RHYTHM

29. 29
IMPORTANT NOTE: The team has a very strong, and particular, point of view of the industry, strategies and
program/campaign execution. To that end, Phase 1 of our content strategy is not a broad collaborative
approach, but a highly leverage program focused on production of a singular premium content asset (video)
and the repurposing and extending of that asset into other forms and formats.
CTA: visit website.com/BBP landing page to subscribe to build audience
Facebook
LIVE Video
FB Page
(Fri 10AM)
Optimized for platform
Shot Horizontal
Need talking points
Download Upload to
YouTube
Channel
Blog Post with
Video and
transcribed
content
Shared to
LinkedIn and
Twitter with CTA
back to website
Optimized for platform
Published in
Weekly Curated
Newsletter to
Subscribers
(Audience)
Newsletter contains:
Top blog posts
Industry news
Extract audio to MP3
Upload to
iTunes,
Google Play
Lather | Rinse | Repeat | Repurpose
#StartUpScaleUp

30. Lather | Rinse | Repeat the Forecast
Tues. 5:00PM Pipeline Update
Wed. 9:30AM Pipeline Exported
Fri. 9:00AM Weekly Forecast Call

31. PREDICTION
#9

32. How to Nail Your Forecast with Certainty
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33. #10

34. Relative Performance | Coaching Insights
#StartUpScaleUp

35. CMO Savior | Audience Valuation Methodology
#StartUpScaleUp

36. Key Takeaways
1. Every Company is a Media Company
2. Focus on Adding Value and Not Pitching Products
3. Build Loyal Audiences Around Shared Values
4. Process, Rhythm and Reporting
5. Content helps you understand interests and intent at scale
6. Leads or Audience Focused?
7. Diversified Revenue Streams Feasible
#StartUpScaleUp

37. Thank you!
“It happens around the edges”
Seth Godin
Jeff Leo Herrmann
Jeff.Herrmann@MadisonToMarket.com
312.399.4535
@JeffLHerrmann
#StartUpScaleUp

38. Content Drives Sales Productivity | B2B Showrunner Model
Drive Sales Enablement through an Owned Media Marketing Strategy
An Owned Media Marketing Strategy focuses on the audience (customer) first by producing consistent resource-driven content. This approach
positively impacts both inbound and outbound marketing strategies. This content led, resource-driven approach to sales prospecting and market
development builds trust and credibility of the organization and positions the sales team as industry experts and trusted advisors. An Owned Media
Marketing Strategy also provides the company access to their own first-party data and commercialization models beyond products/services revenue.
Strategy, Research &
Planning for Owned Media
Marketing Property
Consistent Media/Content
Production
Publish, Promote and
Activate Sales Team
Engage, Retain and
Measurement Insights
Business Strategy and Goals
Financial and Budget Plan
Competitive Analysis
Ideal Client Profile
1. Persona and Buyer’s
Journey
Messaging/VP Strategy
Content Marketing Mission
Statement
Keyword Strategy
Content Asset(s) Inventory
Platform and Channel
Selection
Subscription Strategy
Premium Content Asset
Development
1. Scripting, Flow and
Notes
Production and Atomization
Plan
1. Facebook Live Video
Program
2. Webinar Series
3. Strategic Blog
4. Podcast/Audio
Program
Content Calendar and
Cadence
Sales Process Design and
Playbooks, CRM Strategy
1. Align outbound to
media/inbound
2. Social Selling/ABM
Asset Distribution and
Promotion through
Paid/Organic Methods
1. Facebook/Social Ads
2. Organic Social
3. Influencers
4. Content Syndication
5. Email (MA)
Nurture Marketing Strategy
1. Build Loyal Audience
2. Scale your
Communications
3. Drive dialogue and
feedback loop
Valuation, Measurement and
Insights
RAVE Model
Sales/Marketing Insights
Dashboards and Forecasts
B2B Showrunner | Jeff Leo Herrmann | 312.399.4535
Last update July 27, 2017

39. APPENDIX

40. Introduction to Jeff Leo Herrmann
@JeffLHerrmann

41. Plan: What to Say
Focus: how to NOT talk about your product/service
1. What’s your area of expertise?
2. What problems do you solve?
3. What’s related to your product/service but not about…?
4. Latest trends in your industry (curate articles)
5. Issues with your industry
6. Applications of your product or service
7. Success stories of happy customers and why
Your Passion
is Your
Promotion!