1. JOINT MARKETING & SALES
STRATEGY CLARIFICATION
WHY BOTHER?
Marketing Camp Silicon Valley 2012
www.dianewieser.com

2. Ground Rules
• Aggressive timeline-45 minutes
• Workshop format
– General topic overview
– Break-out activity
– Activity debrief
• Take risks, make mistakes
– But stay FOCUSED on activity objectives
– Learn from your colleagues

3. Joint Marketing & Sales Strategy Clarification
• Why is it important
• Implications if groups work in isolation
• Standard barriers
• Common misconceptions
• How do you do it

4. “The Survey Says…..”
• Misconceptions held by Marketing about Sales
– Doesn’t grasp big picture related to larger market opportunity
– Focused solely on quota attainment
– Concept of a “Sales partnership” is an oxymoron
– Salespeople have serious issues in general

5. “The Survey Says…”
• Misconceptions held by Sales about Marketing
– Has no idea what customers really want and what is really driving
purchases
– Work in an Ivory Tower
– Easily enamored by “Newest” marketing fad whether it helps further
company growth goals or not
– Live in their own “Private Idaho”

6. Exercise: Break-out activity-15 minutes
• Share example of company who is aligning strategies
• What is the Go To Market strategy as you perceive it
• How are marketing and sales reinforcing each others efforts
• What are the benefits they realize as an outcome
• What are your company’s sales & marketing strategies
• What would executives from each department say they are
• What would your customers say they are
• What are implications if they are not aligned
• Standard barriers
• Identify key issues/obstacles that will derail alignment efforts
• Brainstorm ways to pre-empt these issues/barriers

7. The Process: Seven Simple Steps
• One: Joint project planning meeting to agree on outcomes, roles,
responsibilities, and resources
• Two: Management interviews and data collection to build insight into
current situation and identify inconsistencies in key elements
• Three: Data analysis and initial report of findings and
recommendations
• Four: Design and development of joint strategy clarification session
• Five: Facilitation of joint strategy clarification session
• Six: Report of outcomes and recommendations
• Seven: Progress check-update and evaluate action plans

8. The Deliverables:
• Industry trend and competitive landscape assessment solidifying
competitive differentiation
• Consistent branding experience
• Clearly defined valued proposition
• Understanding each groups role in delivering the value proposition
• Consensus as to the characteristics of an optimal customer
• Customer segmentation criteria based on market potential, product
releases, short/long term revenue goals
• Agree on appropriate channels to be managed by marketing vs. sales
• Optimal pricing strategies per channel ruling out internal pricing wars
and lowered profit margins
• Highly synchronized marketing and sales activities that leverage the
other groups efforts ensuring maximum ROI
• Ability to rapidly adjust strategies based on dynamic market factors
• Improved morale and teamwork between both departments

9. Contact Info:
• Diane Wieser 925.735-3667
• diwieser@sbcglobal.net
• www.dianewieser.com