The document discusses the unified business model which aims to align sales and marketing through having one organization, one process, and one set of key performance indicators. It describes the current misalignment between sales and marketing teams and proposes a model with different roles from prospecting to nurturing leads. The roles work together through the sales process. Implementing the full model takes 2-3 years and requires defining goals, best practices for each step, and resources without disrupting daily operations. Success requires documentation, automation, focusing on closing leads, and understanding sales.
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60-70%
of B2B content created is never used.
Most cited reason why is because the
topic is irrelevant to the buyer audience.
Content Marketing Institute
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1. One Organization
2. One Process
3. One Set Of Highly Relevant KPI:s
The pillars of The Unified Business Model
Caps/Hats
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Prospecting
• Create High Quality Call Lists
• Junior Role
• Analytical mindset
50% of a salesperson’s time is
spent figuring out which companies
to call, when to call them, and if
they are a good fit
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Hunting
• Call the people in the list
he/she receives from the
prospectors
• Team up with marketing for
campaigns
• Emailing and Cold Calling
Cold calling enhanced by strong collaboration
with marketing is the best way for a company
to proactively produce significant amounts of
new business.
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Convert to Marketing
Lead
• Conversion Campaigns ML
• Insight Focused Content
• Bridge Into Sales
“The Campaign Managers work with the
Online Broadcasters and Email
Broadcasters”
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Convert to Sales
Lead
• Convert Into Sales Lead
• Ascension Campaigns
• Sales Offers
“Tripwires are normally used to ascend a
Marketing Lead into a Sales Lead”
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Nurturing
• Convert Into Marketing Lead
• Focus On Existing Leads
• Educate
“Each time the Campaign Manager
creates a conversion campaign, the
Email Broadcaster will be able to re-
convert a portion of the Nurturing
Leads, who are now more educated”
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• 2-3 years to implement the whole model
• Heavy focus on documentation
• Most clients start with one or two
modules before moving to the next one
Implementation Of Model
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• Build the Organization – The Process – and The KPI:s
• Focus on documenting and automating everything!
• Leads are worthless if they never close
• If you don’t understand and focus on sales, you’re
missing 50%
Key Takeaways
Notes de l'éditeur
The Sales Rep is seen as a Caveman by many Marketers, because the lack of strategic thinking and understanding of brand and brand positioning.
The Marketer is either seen as a resource who should focus on assisting the sales reps. The reps don’t see the value delivered by Marketers, not even when it makes the sales process much easier.
We speak different languages, we communicate in different ways. We have been speaking about Alignment for some time now, but we are still very much (un)Aligned.
The purpose of the prospector is to create high-quality calling lists for the Hunters in the following step of the chain.
Although it may seem like a trivial role, up to 50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and looking at old CRM records to determine if it is OK to call them or if they are already engaged with someone in our company.
Rather than having your most expensive salespeople do this kind of work, which is both expensive and decreases their momentum, it is more efficient to have specialized prospectors do it. In addition, this role typically requires a more analytical mindset, which is not the same as the ideal salesperson’s mindset.
Contrary to what many say, cold calling is not dead. Traditional cold calling may be, but cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.