4 top ways marketing fails sales - from dreamforce 14
TRANSCRIPT
4 TOP WAYS MARKETING FAILS SALESAND HOW TO FIX THEM
B R I A N G R O T H
S A L E S E N A B L E M E N T M A N A G E R
X A C T L Y , C O R P O R A T I O N
O C T O B E R 2 0 1 4
1. CONTENT CREATION
Marketing
• Messaging Framework
• Datasheet / Factsheet
• Case Studies / Customer Stories
• Sales Pitch (maybe)
Sales
• Cold call scripts
• E-mail templates
• Competitive comparisons/objections
• Sales Pitch (on their own)
Fix: Define ownership & input for creating customer-facing content
2. CONTENT MANAGEMENT
Marketing
• Product info• For web & social sharing
• For e-mail newsletters
• Product info• By industry
• By persona
• By content type
Sales
• Available immediately
• Easy to share
• E-mail template when needed
• NDA, Order Form, etc. when needed
• Product info when needed
Fix: Think of sales as another channel needing quick responses
3. MOTIVATION
Marketing
• Pageviews
• Downloads
• Social shares
• Buzz
• New leads
Sales
• Quota
• SPIFF
• Gamification
• President’s Club
Fix: Educate marketing on the variables in the sales commission plan
4. SALES PROCESS
Marketing
• Generate Brand Awareness
• Generate Leads
• Sales Accepted Leads (SAL)
Sales
• Sales Qualified Leads (SQL)
• Needs Analysis
• Value Proposition
• Proposal
• Negotiation
• Close
Fix: Have shared metrics, such as SAL and SQL
4 TOP WAYS MARKETING FAILS SALES AND HOW TO FIX THEM
1. Content Creation: Define ownership & input for creating customer-facing content
2. Content Management: Think of sales as another channel needing quick responses
3. Motivation: Educate marketing on the variables in the sales commission plan
4. Sales Process: Have shared metrics, such as SAL and SQL
Brian Groth
Sales Enablement Manager @ Xactly