union of sales & marketing
DESCRIPTION
Corporate Visions hosted a Marketing & Sales Alignment at Lake Tahoe in October 2010. I delivered this presentation to spur the conversation on how marketing & sales can come together to focus on demand generation.TRANSCRIPT
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True Togetherness:The Secret to a Successful Marriage
Between Sales and Marketing
Lee LevittVice President, Strategic Accounts
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Sales and marketing can work together in peace and harmony.
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Here’s the challenge…
Market Segmentation
Lead Generation
Discovery
Solution Creation
Account Management
Negotiation & Close
Cross-Sell/Up-SellClient
Opportunity
Prospect
Suspect
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It starts with lead generation
Marketing wants to know which vertical, geography, or segment to target.
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Sales wants to know if the guy in this office
has budget and pain to
buy his solution this
quarter.
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How do you
bridge the gap?
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The truth is…
You don’t have to.You can and should do both.
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Gartner tells you software spending is up 4.8% in 2010.
30,000 feet:
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CIO Insight tells you virtualization is the largest spending category for large enterprises.
30,000 feet:
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This is good, important information.
But if you want to close deals today, you need to
know more.
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You also need to know what’s happening at the street level.
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Here’s an example:Targeting a large market
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Situation: Company wanted to target a large market, but 30,000- and 15,000-feet views were too broad; they weren’t sure where to focus
Action: BAO surveyed 10,000 companies regarding IT initiatives in the next 6 months:
• 91% of the initiatives uncovered existed in 49% of companies
• 51% had fewer than three initiatives
• 31% had ZERO initiatives
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Why is this important?
• They needed to know their market – who was buying their solutions, who wasn’t
• They could point sales at accounts that have the highest probability of buying
• They learned that the right market roadmap equals an effective lead-gen strategy
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Let’s get more specific: Targeting virtualization
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At street level, you can see the segments that should drive revenue
Segment #1
Already virtualized their desktops
Segment #2
Going to virtualize desktops
Segment #3
No plans to virtualize desktops
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Let’s put it in street-level terms:
BAO surveyed 500 companies…
• 230 of them have desktop virtualization
initiatives in the next 12 months, including:
– BB&T
– Bausch & Lomb
– Ball Corp.
– Banner Health
• 230 will not be doing desktop virtualization at all
• 40 of them have already “completely completed”
desktop virtualization
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Why is this important?
• Sales knew exactly which companies to target
• Marketing knew exactly which companies to nurture
• Both sales and marketing knew which companies to avoid wasting time and money on
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How do we know this…Let’s step through the process
• Look at the total addressable market
– For virtualization example, we used enterprises with revenues >$750 million
• Develop business rules to identify a Buying Spectrum – ask:
– What are we trying to get to?
– Whom do we want to go after, and what do we need to know to go after them?
– Which companies have budget / initiatives in place to virtualize their desktops?
– Which companies haven’t virtualized their desktops but plan to?
– Who has already completed desktop virtualization?
– Which companies have no plans for desktop virtualization?
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Survey your targets
Create a survey based on micro-markets and start calling targets.
CAUTION: It is critical that this is done by a vendor-agnostic third party.
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Create an action plan…
Segment #2
Already virtualized their desktops
ACTION: Active lead generation and nurturing through appointment-setting.
Segment #1
Going to virtualize their desktops
ACTION: ATTACK, ATTACK, ATTACK! Hot opportunities immediately flagged — high priority on appointment-setting.
Segment #3
No plans to virtualize desktops
ACTION: Low-cost nurturing campaigns
BAO typically sets appointments with 70% of the green market and
50% of the yellow market within weeks.
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You can’t find buyers from 30,000 feet alone.
To know who’s buying now, you also gotta hit the street.
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A happy sales and marketing marriage…
• Means taking both perspectives – 30,000 feet and street level – into account
• Requires that you map your market the right way
• Gets you to exactly the companies you want to target
• Drives pipeline – and revenue – faster than you ever thought possible