Sales and Marketing Execution
Jill Mason-Miller
President, Invision Strategies
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Strategy without execution
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Execution
… the carrying out or putting into effect
of a plan, order, or course of action.
synonyms: implementation, accomplishment,
bringing off/about, engineering, attainment,
realization
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Why don’t companies execute well?
• It requires an understanding of how
things ACTUALLY get done
• It requires a plan or process
• It requires an unwavering commitment to
the plan
• It is not always as fun
• It is often routine and less about new
thinking “there’s another shiny penny!”
Sales execution
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Tribal knowledge
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Why is sales execution more difficult?
1. Don’t really know the customer – who they are, why they buy,
what they think
2. Don’t have a process
3. Don’t have anything except a budget with goals
4. Fear of fallout, losing something, making a bad decision …
5. Ego
6. Structure – channel, compensation, management support
Sales success formula
This sets
you up
for…
Strategy
Execution
Downhill Rides
Market Research,
Analysis, and
Segmentation
Sweet spot
Touch Plan
Value Proposition
Sales Structure
Growth engine
Accountability
Success
over here
Execution
Market Research,
Analysis, and
Segmentation
Touch Plan
Sales
Structure
Accountability
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Market research, analysis, and segmentation
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Non-negotiable - Understand where the market is today and where it's headed
(Research and analysis)
Make the investment to do the research and analysis with credible sources.
No short-cuts!
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Segments and target markets identified
Segments and target markets prioritized
Validation (Piloting if possible)
Memorialize segments and target markets
Marketing and Sales Alignment
‒ Definitions agreed upon – what is a qualified and unqualified lead?
• Support and tools needed
• Who will do what?
Execution
Market Research,
Analysis, and
Segmentation
Touch Plan
Sales
Structure
Accountability
Operations/
Administration
Management
Sales/BD
Marketing
Touch plan
A “Touch/Contact Plan” is a well thought out, scheduled plan of
how an organization will approach its target market
– Agreed to by marketing, business development, and client
management
– Marries strategy with tactics
– Proactive, results-focused usage of touch tools
– Linked into CRM technology
Smart strategy: Touch-contact plan
Step 1: Growth
Strategies
Step 5: Define
Touch Tools
Step 9: Report
& Review
Step 2: Market
Research &
Segmentation
Step 3:
Prioritize
Targets
Step 4:
Establish Goals
& Tactics
Step 6: Create a
Contact Plan
Step 7:
Develop
Resources
Step 8: Balance
Workload (CRM
Required)
Touch plan logic
Appropriate frequency of
creative, valuable, and
consistent contact will drive
positive behavior, i.e., client
growth, client acquisition,
referrals, etc.
Execution
Market Research,
Analysis, and
Segmentation
Touch Plan
Sales
Structure
Accountability
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Sales structure
Channel
Training
Sale Process
Compensation
Tools
Sales channel
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Inside
Outside
Lead generation/Biz development
Direct – on and off-line
Management
Sales process
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Finding new – prospecting
Client engagement
Service
Planning
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Execution: Your people
"You need to change people's behavior so that they produce
results.”
Larry Bossidy & Ram Charan
Sales process development
• Training
• Tools
• Compensation
Execution
Market Research,
Analysis, and
Segmentation
Touch Plan
Sales
Structure
Accountability
Getting it done
Accountability is the acknowledgment and assumption of
responsibility for actions, decisions, and goals … It is the
willingness and obligation to report, explain, and be
answerable for resulting consequences.
Management accountability
• Sales management protocols – Activities and behaviors
• Talent acquisition
• Onboarding leadership and coaching – Developing great sales
and service people
• Job descriptions - Performance reviews
• Sales management tools
• Systems i.e., CRM
• Deal innovation
Execution
Market Research,
Analysis, and
Segmentation
Touch Plan
Sales
Structure
Accountability
Perfect harmony
sales success formula
Strategy
Execution
Downhill Rides
Market Research,
Analysis, and
Segmentation
Sweet spot
Touch Plan
Value Proposition
Sales Structure
Growth engine
Accountability
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Strategy without execution