marketing & sales alignment, erik peterson, corporate visions
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TRANSCRIPT
Getting Marketing & Sales to Perform Well Together
Erik Peterson
SVP Strategic Consulting Corporate Visions
MESSAGES MATTER
Malcolm Gladwell
Scientist for Tipping Point
Morton M. Grodzins
Dr. K. Anders Ericsson
Scientist for Deliberate Practice
Malcolm Gladwell
Great Messaging is an Act of Leadership
Ask not what your country can do for you…
but what you can do for your country
We do this not because
it is easy, but… because it’s hard!
MESSAGING CREATES TRIBES
Why is Messaging an Act of Leadership?
Messaging Also Creates Resistance
TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Mis-Aligned Incentives
Lack of Belief in the Message
Why Should They Care?
VS
Use Contrast
Join the tribe Use a Member of Their Tribe to Sell It
TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Misaligned Incentives
Lack of Belief in the Message
Sales reps are coin-operated
Never Fight a Commission Plan
Commission Isn’t the Only Incentive
INCENTIVES
TELL A STORY
TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Misaligned Incentives
Lack of Belief in the Message
Dismissed at a Glance
Beware of Help
TOP 3 CAUSES OF RESISTANCE
Status Quo Bias
Misaligned Incentives
Lack of Belief in the Message
MESSAGES MATTER