bridging the gap between sales & marketing: a formula for … · 2018-03-12 · #xsp18 bridging...

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Bridging the Gap Between Sales & Marketing:

A Formula for Partner Success

#XSP18

Bridging the Gap Between Sales & Marketing: A Formula for Partner Success

Gary PicaTruMethods@garypica

Jeremy MacBeanIT Weapons@ITWeapons

Brett UnzickerThe Predictive Index@predictiveindex

Bob SkelleyThe Channel Company@ChannelSkell

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@ChannelSkell

Bob SkelleyCEOThe Channel Company

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Plan to hire

Marketing Staff

51%

1 Shared Minimum

99%

1 Full-time Minimum

87%

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HUGEDIVIDE

Sales vs. Marketing

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Events Telemarketing

Appointment Setting

SEOContent

Marketing

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SALES MARKETING

58% Digital Marketing 76%

36% Content Development 62%

18% Customer Analytics 33%

13% SEO Expertise 29%

53% EVENTS 29%

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SALES MARKETING

32% Blogs 71%

20% SEO 62%

38% Content Marketing 76%

22% Paid Search 48%

10% Paid Social Media 43%

26% Video 50%#XSP18

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SALES MARKETING

56%Number of

Deals in the Pipeline

58%

44% (SQL)

Leads 42% (MQL)

43%Build

Awareness of their Tech

67%

Deals AwarenessROI

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Sales

Marketing

Executive

Technical

Marketing is Extremely Important

40%

60%

25%23%

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@predictiveindex

Brett UnzickerVP, Business DevelopmentThe Predictive Index

Understand your drives

TryPI.com/XChange

Employees Drive

Impact

Social interaction

Consistency/StabilityRules/Structure

Here’s mine.Everyone has a pattern.

Impact

Social interaction

Consistency/StabilityRules/Structure

Everyone has a pattern. Here’s Bob’s.

Impact

Social interaction

Consistency/StabilityRules/Structure

The most common sales pattern

Impact

Social interaction

Consistency/StabilityRules/Structure

Traditional marketing pattern

Impact

Social interaction

Consistency/StabilityRules/Structure

Digital marketing pattern

Impact

Social interaction

Consistency/StabilityRules/Structure

Classic sales pattern

Digital marketing pattern

Findings from Green Peak Partners leadership study

“A high self-awareness score was the strongest predictor of overall

[organizational] success."

What makes for great leaders

TryPI.com/XChange

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@garypica

Gary PicaPresidentTruMethods

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The Sales-Marketing Divide

• Why is there an expectation gap between marketing and sales?• The divide creates sales and marketing inefficiency • Sales and Marketing need common goals• Understanding “funnel math”• Common focus to unite team

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The Prospect Funnel

Suspects

Prospects

Warm Leads

Hot!

• Marketing is aimed at the top of the funnel

• Sales lives at the bottom of the funnel• The middle of the funnel should be the

common ground

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Bridging the Divide

• Roles and process aimed on the mid-funnel• Clear focus on Ideal fit prospects• Understanding the buyer journey• Mid-funnel metrics• Attitude, self-image, and self-discipline

Suspects

Prospects

Warm Leads

Hot!

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@ITWeapons

Jeremy MacBeanDirector, Marketing & Communications IT Weapons

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Sales

Marketing

#XSP18Sales

Marketing

75% of B2B buyers now use social media to

research vendors

+75%

90% of decision makers say they

never respond to cold outreach

+90%

7 people are now involved in the average B2B

buying decision

…Over 60% of the

sales cycle is complete before a prospect engages a sales rep.

”“

“If you have more money than brains, you should focus on outbound marketing.

If you have more brains than money, you should focus on inbound marketing.”

“…it’s not about the stuff that you sell… It’s about the stories you tell.”

- Seth Godin

Every engagement with a client is an opportunity to

add insight and value.

RHYTHM&

DISCIPLINE

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SHARED

ACCOUNTABILITY

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#XSP18

1:15 pm The Easiest Ways to Lose Money in MarketingGrand Caribbean I-II David DeCamillis, Platte River Networks

Wrap Up

Jade SurretteJsurrette@thechannelco.com

John MachadoJmachado@thechannelco.com