Traditional View of Marketing’s Job
• Image and Brand Awareness
• Market Segmentation and Profiling
• Opportunity Development and Support
• And That’s ALL!
A traditional sales funnel
•Contacts / Leads
•Qualified Prospects
•Sales Pursuits / Proposals
•Orders
Traditionally, marketing hands contacts and leads over to sales. New
Trend = marketing to stay engaged and deliver qualified prospects plus
much better sales process support.
Why? Sales is not good at cold calling and preconditioning. Marketing
needs to be measured on win and hit rates … producing revenue.
Old saying “I know we are wasting 50% of our marketing investment but
I don’t know which 50%” is no longer acceptable.
Marketing must support a new type of model where successful sales is
based on value not products or pitches.
No one wants to be “sold” anything!
Marketing
Sales
Marketing
Marketing & Sales Sales
The Ideal World
Marketing & Sales
Alignment
Value MixRELATIONSHIP
NAME
NAME
NAM
E
PRICE
PRICE
PRICE
SERVICE
PRODUCTS
Innovation
Valuation
Recognition
ECONOMI
SUPPORT
ECONOMIC
C
BRAND
RETURN
BRAN
D REPUTATION
MARKETING
CONNECTIONS
Connections
Value Components
Product
Impact
Business
Impact
Personal
Impact
Sales Cycle / Buying Cycle
Product
Impact
Dysfunctional relationship between Customers
and sales people. They approach things from
opposite directions.
Business
Impact
Personal
Impact
Marketing’s ultimate responsibility is to identify the type of competitor that could put them out of
business and lead their company to defeat or become that company.
Assistance in Qualifying Opportunities
Results Tracking Procedure
Conduct Win / Loss
Analysis and Implications
Craft Value Statements for Ease of Entry
Disseminate
Results Analysis
Guide Sales to Target Market Segments
Value Selling
Process
Pre-Sales
Assessing
Value
Proposing
Value
Tracking
Value
Develop Industry
Press Releases
Post-Sales
Craft High-Level Business Impact Messages
Precondition the Market
Establish Influential Relationships
Enable Sales Thought Leadership
Collect and Distribute Proven Competitive Counter Tactics
3-Way Product Development Input
Compile Successful Value Proposition Templates
Identify Competitor’s Strategy and Tactics
If Marketing or somebody does not provide these support inputs then Sales will attempt to do so.
Marketing
Results Tracking Procedure
Conduct Win / Loss
Analysis and Implications
Identify Competitors’
Strategy and Tactics
Competitive
Positioning
Collect and Distribute Proven
Competitive Counter Tactics
for Ease of Entry
3-Way Product
Portfolio
Origin and
Optimization
Value Selling
Process
Enable Sales
Thought Leadership
Craft Value Statements
Value
Tracking
Develop Industry Press
Releases and Announcements
Development Input
Precondition
the Market
Segmentation and
Engagement
Assistance in
Qualifying Opportunities
Targeting
Industry
Guide Sales to Target
Leadership
Market Segments
Value Identification
and Articulation
Compile Successful
Value Proposition Templates
Craft High-Level
Business Impact Message
Sales must accept the responsibility to
provide marketing with the inputs needed to
create an aligned partnership capable of
executing a defined go to market sales
strategy.
Establish Politically Influential Relationships
Disseminate Results Analysis