the unified business model structsales

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The Unified Business ModelThe future of Sales and Marketing

Oliver LopezCEO, Structsales

@oliverlopezwww.structsales.com

Structsales

Value Based SellingInbound Marketing

HubSpot Gold Partner

1.Sales & Marketing Alignment Today2.What is The Unified Business Model?3.Best Practice Implementation

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1 Sales and Marketing Alignment

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This is me…as perceived by Marketers.

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• Not understanding the value of brand and marketing

• Too much product and focus on selling

• Caveman

The Sales Rep Traits

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This is you…in the eyes of the Sales Team.

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• Naïve and doesn’t understand sales

• Main task is to assist and do as told

• Up in the clouds

The Marketers Traits

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ALIGNMENT?

So, where are we really today?

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50%of sales time is wasted on unproductive prospecting

101 B2B Marketing and Sales Tips from The B2B Lead

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24%Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertiseCorporate Visions

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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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79%of marketing leads never convert into sales

HubSpot

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Alignment

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How can we go from here…

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… to here?

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2 What is The Unified Business Model?

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1. One Organization2. One Process3. 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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Closing

• Convince, Inspire, Negotiate and Win

• Qualify!• Be picky!

Your Closers should ignore leads who are NOT able to buy.

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Attracting

• Reach Out• Attract Visitors• Blog, Social

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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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The Unified Business Model • A place for

every lead• Natural flows• Logical

overview

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3 Best Practice Implementation

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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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Strategic Failure

Challenges when implementing

Failing to define and find consensus around a clear long- term vision and goal

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Execution Failure

Challenges when implementing

Failing to implement model because due to the lack of best practices around each specific step along the road

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Resource Failure

Challenges when implementing

Failing to implement due to lack of resources to actually perform the change. Implementation is time-consuming, and requires taking resources away from the day-to-day operations.

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So how do we get to the next level?

Don’t fight!

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So how do we get to the next level?

Baby steps

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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