SAP Sr VP Dave Hutchinson shares his tips about the Future of Sales Is Marketing. Enablement, Awareness, Demand Gen.... It takes a close coordinated effort between Sales and Marketing to reach successful business outcomes. And, are your sales teams fluent in twitter, Facebook, and LinkedIn? They better be...

1. David J. Hutchison
Senior Vice President, Marketing
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 1

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HOW I BECAME A MARKETER
DILBERT © 2010 Scott Adams. Used By permission of UNIVERSAL UCLICK. All rights reserved.

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PROFILE OF THE “SECRET SHOPPER”
67%
Done without YOU
75%
76%
Start with Search
Phone a friend

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ANATOMY OF A DISCONNECT…
Awareness/Demand Gen
Enablement
92%

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THREE PRINCIPLES FOR SUCCESS
One Flag
One Voice
One Focus

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PRINCIPLE #1: ONE FLAG
Win Together, Lose Together

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PRINCIPLE #2: ONE VOICE
Are your sales people
fluent in these channels?

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PRINCIPLE 3: ONE FOCUS
DILBERT © 2007 Scott Adams. Used By permission of UNIVERSAL UCLICK. All rights reserved.

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CALL TO ACTION:
3 things you should do tomorrow
IF YOU ARE SALES:
Get a social media
tune-up
Develop a social selling
strategy
Agree with Marketing on
what success looks like
IF YOU ARE MARKETING:
Inspect your plans and
inject flexibility as needed
Provide enablement around
new engagement models
Agree with sales on what
success looks like
1.
2.
3.

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The Future of Sales is Marketing
Sales
MARKETING

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David J. Hutchison
Senior Vice President, Marketing
david.hutchison@sap.com
@dave_hutchison