marketing strategies that enable sales force success

Marketing StrategiesThat Enable SalesForce Success

Juliann M. Grant, Vice President

Telesian Technology Inc.

[email protected]

978-681-1600

Scott Summer,

Automation Technology Manager

Jacobs Engineering

[email protected]

(610) 731-1010

© 2008 Telesian Technology Inc.www.telesian.com

Today’s Approach

Pre-Sales Strategies (Juliann) Post-Sales Strategies (Scott) Goal: Use this information next week when

you get back to the office

Build a BridgeBetweenMarketing & Sales


The Approach

Pre-Sales Strategies Post-Sales Strategies Goal: Use this information next week when

you get back to the office

Build a BridgeBetween

Marketing & Sales


The Problem

Sales spends 40% time preparing customer-facing deliverables Less than 50% use materials created by marketing 10-20% create compelling materials that are

consistent with corporate messaging 85% of a company’s brand image is determined

by direct interaction between sales and customers

What the heck are they using??

CMO Council: Closing the Gap, August 2008


More problems

Lack of common language/dialog Lack of processes or systems Siloed operations Ineffective reporting, organizational

structures Leaves Marketing in the Dark…and all we

hear is …..


According to CMO Council

Marketing must power both the go-to-market process and every step of the lead generation, qualification, closing, and account reactivation cycle to truly be an effective partner with sales to drive growth and performance…


The Bottom Line…

Marketing operates at 50,000 feet Focus on lead generation, brand

visibility Need to learn how to maximize every

sales opportunity Overcome Conflicts, Build Cohesion

Dissecting Pre-Sales


Marketing’s Gotta Get New Shades

Take off rose-colored glasses Get into the trenches Don’t leave it all up to the channel

to succeed Increase direct contact with your

market Put yourself in buyers shoes Avoid show up and throw up style Eliminate Thud factor


Market Strategically, Sell Tactically Aligning messages, programs, tools

around motivating needs, business challengesUrgent, important, useful

Address Customer lifecycle needsPre-Sales: Choosing to be a customer Post-Sales: A Customer Experience


Sales Has A Process

Does Marketing know what that is? If yes, how do you use that information?


A Typical Sales Process

Your Universe

RFP/Scope of Work

Test/Demo

Negotiation

Approval

Gather Requirements


Marketing Has a Buying Process

Understand how purchases get made for your products/services

Put yourself in the Buyer’s shoesHow do they feel?

Excitement, fear, cognitive dissonance

What do they need to know? How can you help them? What information do you have to help?


The Buying Process Stages

Interest

Confidence

Close

Awareness

Your UniverseEvaluation


Benefits of Buying Process Map Keeps pace with sales complexity Puts the focus on the buyer Increases sales velocity

Remove obstacles in sales cycle Creates a framework when developing

messages and tools Identifies gaps to support complex selling


Messages Change Subtly Early Stages

- Bond with buyer thoughts- Sorting process, information gathering- Stand out messages: why you are different

Mid-Stages- Setting evaluation criteria- Competitive positioning- How are your solutions better

Late Stages to Purchase- Implementation Questions- Successful projects and timelines- Mitigating perceived risk


Buying Process and Sales Process

Your Universe

RFP/Scope

Requirements Defined

Capabilities Demo

Negotiation

Approval

Interest

Evaluation

Confidence

Close

Awareness


Awareness: Inside a Buyer’s Mind “I Have A Need” Information Gathering:

Search engines Attend seminars, shows Analyst reports Read articles Talk to colleagues

Which potential companies should I consider

What requirements do I need for RFP/scope I need to sort through all these web sites


Awareness: Marketing ActivitiesBe where your buyer is looking

Develop materials/programs that help a buyer understand why you are different than other vendors

Influence RFPs with your differentiators Programs: SEO, PPC, Events, PR, e-

Marketing, Direct Mail, Advertising Tools: Educational material, How-To’s, Buying

Guides, White Papers, Telemarketing scripts, New Prospect Kits


How This Helps Sales Set up sales for success Build qualified pipelines More opportunities Materials and programs set the initial “story” for

your company

Attend as many early stage sales cycle meetings as possible!


Supporting the Sales Cycle

Your Universe

Gather Requirements

RFP/Scope of Work

Awareness

Interest


Interest: Inside A Buyer’s Mind How do I evaluate this product or service? Who are the best people to help me with this? Here’s the website of company X, but it doesn’t tell me.. Who has the most experience with my kind of company? Which person seems genuinely interested in helping me

understand this?


Interest: Marketing ActivitiesDemonstrate expertise

Help sales uncover needs to qualify Uncovering problems Conversations that build

relationship and trust Lead by example Programs: Events, Advertising, e-Marketing, Web

Site, Blogs, Social Media Tools: Case studies by industry/application,

Interviewing tools, Industry Issues Sheet, Buying Team Needs Map, DVDs, Podcasts


How This Helps Sales Increase consistency of message Builds preference Identifies unique differentiators for each market/function Generate A-HA moments between sales and prospect

Help buyers identify things that they did not think of Builds trust and foundation for relationship or…


Winning the Evaluation

Your Universe

Gather Requirements

RFP/Scope of Work

Test/Demo

Awareness

Interest

Evaluate


Evaluation: Inside A Buyer’s Mind

What are the pros and cons between Company X, Y, and Z Vendor Grading

Who did a better job, who worked in the whole scenario What were the cool features

What excites me the most about products X, Y, an Z?

What features can I live without? What’s the risk to choosing company X?


Evaluation: Marketing ActivitiesPrepare for Hand to Hand Combat

How is your product/service better than the others

Competitor positioning Lay competitor traps Anticipate incoming grenades

Programs: Competitor database, e-Newsletters, Blogs, Social media

Tools: Comparison charts, PPTs, winning stories, smoking demos, case studies, F/A/B charts


How This Helps Sales

Fizzles out competitor traps Communicates why your products are

betterClearly articulates features, benefits

Overcomes obstacles Demonstrates full comprehension of

prospect needs


Creating Confidence

Your Universe

Gather Requirements

RFP/Scope of Work

Test/Demo

Awareness

Interest

Evaluate

Negotiation

Confidence


Confidence: In A Buyer’s Mind Just about everyone in is

involved in this project now More influencers engaged

We really like company X But, we have some concerns

about being a customer long term I want to feel confident about my

recommendation This would be a good resume builder


Confidence: Marketing Activities Tools and materials that communicate stability, low risk,

demonstrated successes, proven implementation methods, quality training

Special Packages and Pricing Bundles Programs: PR, Analyst Relations, Customer Reference

Programs Tools: Articles, analyst and investor reports, press

releases, annual reports, customer references, case studies, Podcasts, executive blogs


How this Helps Sales

Helps sales set expectations about next steps Have resources at the ready to respond to client

wish lists References Implementation methods, processes, and schedules Sample customer newsletters Partner materials/contacts


The Close

Your Universe

Gather Requirements

RFP/Scope of Work

Test/Demo

Negotiation

Approval

Awareness

Interest

Evaluation

Close

Confidence


The Close: In a Buyer’s Mind

How does your client really feel?


Close: Marketing Activities Establish what it’s like to be a customer Programs: Executive Briefings, Invites to

User Group Meetings, Executive Blogs, Social Media Groups

Tools: Annual reports, ROI calculator, corporate fact sheet, analyst endorsements, articles, positive press, project schedule, help desk, service accolades


How this helps Sales

Goal: Sign a contract Creates a memorable buying experience Sets expectations Gently guides the customer through the

negotiations Improves message consistency


Learn from the best Hang out with a few of

your best sales people Listen to their questions

and communication style Get underlying thought

processes ‘Why did you ask that question’

Prepare observations of these experiences into a sales tool

Podcast interviews


Discover how are tools being used

Go to meetings and listen to the delivery of the message

Introduction of materials – what, when, how is it packaged

Map out your tools to buying processMake adjustments according to your sales

experiences


Mapping Your Tools & Programs

Awareness Interest Evaluation Confidence Close

Direct & email letter Testimonials Feature/Benefit charts Reference calls Annual report/financials

Lead gen program offers FAQsTechnology

comparisons Testimonials Corporate fact sheet

White Papers/Tutorials Corporate brochures Competitor analysis Annual report Analyst reports

Press releases Name drop references PPTs Analyst reports Articles, press, PR

Website Benefits of Partnering Product data sheets Service accolades Service accolades

Industry reports Articles Product comparisons Company Awards Company Awards

Articles White Papers/TutorialsProduct

Demonstrations User Group Events ROI Calculator

Buying guides Interview documents Application Testing Social Media Groups

Telemarketing scripts Functional Role Needs Maps Case histories User communities

Self-guided dvd/video Industry Needs Maps Savings calculator Case Histories - service

Case histories ROI Calculator

Discounts, special

bundles


Measuring Your Effectiveness

Ask yourself these questions:Where does it fit in buying process?Do the messages address the concerns of

this stage? Do they overcome obstacles or create them?

How will this help move the prospect to the next stage?


Questions?

marketing strategies that enable sales force success

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