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Marketing Strategies That Enable Sales Force Success

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ISA Marketing & Sales Summit
ISA Marketing & Sales Summit

Juliann Grant of Telesian Technology and Scott Sommer of Jacobs Engineering discuss pre and post-sales strategies that build a bridge between marketing and sales. This presentation was delivered at the 3rd Annual Marketing and Sales Summit in 2008.

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Marketing Strategies That Enable Sales Force Success Juliann M. Grant, Vice President Telesian Technology Inc. [email_address] 978-681-1600 Scott Summer, Automation Technology Manager Jacobs Engineering [email_address] (610) 731-1010
Today’s Approach ,[object Object],[object Object],[object Object],Build a Bridge Between Marketing & Sales
The Approach ,[object Object],[object Object],[object Object],Build a Bridge Between Marketing & Sales
The Problem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More problems ,[object Object],[object Object],[object Object],[object Object],[object Object]
According to CMO Council ,[object Object]
The Bottom Line… ,[object Object],[object Object],[object Object],[object Object]
Dissecting Pre-Sales
Marketing’s Gotta Get New Shades ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Strategically, Sell Tactically ,[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Has A Process ,[object Object],[object Object]
A Typical Sales Process Gather Requirements Your Universe RFP/Scope of Work Test/Demo Negotiation Approval
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Has a Buying Process
The Buying Process Stages Interest Confidence Close Awareness Your Universe Evaluation
Benefits of Buying Process Map ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Messages Change Subtly ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Buying Process and Sales Process Your Universe RFP/Scope Requirements Defined Capabilities Demo Negotiation Approval Interest Evaluation Confidence Close Awareness Leverage Points
Awareness: Inside a Buyer’s Mind ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Awareness: Marketing Activities Be where your buyer is looking ,[object Object],[object Object],[object Object],[object Object]
How This Helps Sales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Supporting the Sales Cycle Your Universe Gather Requirements RFP/Scope of Work Awareness Interest
Interest: Inside A Buyer’s Mind ,[object Object],[object Object],[object Object],[object Object],[object Object]
Interest: Marketing Activities Demonstrate expertise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How This Helps Sales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Winning the Evaluation Your Universe Gather Requirements RFP/Scope of Work Test/Demo Awareness Interest Evaluate
Evaluation: Inside A Buyer’s Mind ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evaluation: Marketing Activities Prepare for Hand to Hand Combat ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How This Helps Sales ,[object Object],[object Object],[object Object],[object Object],[object Object]
Creating Confidence Your Universe Gather Requirements RFP/Scope of Work Test/Demo Awareness Interest Evaluate Negotiation Confidence
Confidence: In A Buyer’s Mind ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Confidence: Marketing Activities ,[object Object],[object Object],[object Object],[object Object]
How this Helps Sales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Close Your Universe Gather Requirements RFP/Scope of Work Test/Demo Negotiation Approval Awareness Interest Evaluation Close Confidence
The Close: In a Buyer’s Mind ,[object Object]
Close: Marketing Activities ,[object Object],[object Object],[object Object]
How this helps Sales ,[object Object],[object Object],[object Object],[object Object],[object Object]
Learn from the best ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discover how are tools being used ,[object Object],[object Object],[object Object],[object Object]
Mapping Your Tools & Programs   Discounts, special bundles         ROI Calculator   Case histories     Case Histories - service Savings calculator Industry Needs Maps Self-guided dvd/video   User communities Case histories Functional Role Needs Maps Telemarketing scripts   Social Media Groups Application Testing Interview documents Buying guides ROI Calculator User Group Events Product Demonstrations White Papers/Tutorials Articles Company Awards Company Awards Product comparisons Articles Industry reports Service accolades Service accolades Product data sheets Benefits of Partnering Website Articles, press, PR Analyst reports PPTs Name drop references Press releases Analyst reports Annual report Competitor analysis Corporate brochures White Papers/Tutorials Corporate fact sheet Testimonials Technology comparisons FAQs Lead gen program offers Annual report/financials Reference calls Feature/Benefit charts Testimonials Direct & email letter Close Confidence Evaluation Interest Awareness
Measuring Your Effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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Marketing Strategies That Enable Sales Force Success

  • 1. Marketing Strategies That Enable Sales Force Success Juliann M. Grant, Vice President Telesian Technology Inc. [email_address] 978-681-1600 Scott Summer, Automation Technology Manager Jacobs Engineering [email_address] (610) 731-1010
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  • 9.
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  • 11.
  • 12. A Typical Sales Process Gather Requirements Your Universe RFP/Scope of Work Test/Demo Negotiation Approval
  • 13.
  • 14. The Buying Process Stages Interest Confidence Close Awareness Your Universe Evaluation
  • 15.
  • 16.
  • 17. Buying Process and Sales Process Your Universe RFP/Scope Requirements Defined Capabilities Demo Negotiation Approval Interest Evaluation Confidence Close Awareness Leverage Points
  • 18.
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  • 21. Supporting the Sales Cycle Your Universe Gather Requirements RFP/Scope of Work Awareness Interest
  • 22.
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  • 25. Winning the Evaluation Your Universe Gather Requirements RFP/Scope of Work Test/Demo Awareness Interest Evaluate
  • 26.
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  • 29. Creating Confidence Your Universe Gather Requirements RFP/Scope of Work Test/Demo Awareness Interest Evaluate Negotiation Confidence
  • 30.
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  • 32.
  • 33. The Close Your Universe Gather Requirements RFP/Scope of Work Test/Demo Negotiation Approval Awareness Interest Evaluation Close Confidence
  • 34.
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  • 36.
  • 37.
  • 38.
  • 39. Mapping Your Tools & Programs   Discounts, special bundles         ROI Calculator   Case histories     Case Histories - service Savings calculator Industry Needs Maps Self-guided dvd/video   User communities Case histories Functional Role Needs Maps Telemarketing scripts   Social Media Groups Application Testing Interview documents Buying guides ROI Calculator User Group Events Product Demonstrations White Papers/Tutorials Articles Company Awards Company Awards Product comparisons Articles Industry reports Service accolades Service accolades Product data sheets Benefits of Partnering Website Articles, press, PR Analyst reports PPTs Name drop references Press releases Analyst reports Annual report Competitor analysis Corporate brochures White Papers/Tutorials Corporate fact sheet Testimonials Technology comparisons FAQs Lead gen program offers Annual report/financials Reference calls Feature/Benefit charts Testimonials Direct & email letter Close Confidence Evaluation Interest Awareness
  • 40.