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06/26/22 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 1 Presented by: Debbie Qaqish, Chief Revenue Officer The Pedowitz Group 10 Ways Sales & Marketing Can Close a Deal Together

10 Ways Sales & Marketing Can Close a Deal Together

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Debbie Qaqish, Chief Revenue Officer of The Pedowitz Group, presents 10 simple ways marketing and sales can work together to close a deal faster.

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Page 1: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 1

Presented by:

Debbie Qaqish, Chief Revenue OfficerThe Pedowitz Group

10 Ways Sales & Marketing Can Close

a Deal Together

Page 2: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 2

“What are you gonna to do about revenue?”

Page 3: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 3

Agenda

New Baseline:• Buying Process• Role of Marketing• Sales Approach• Creates a new alignment of

sales & marketing

10 Ways Sales & Marketing Can Close Deals Together• The old way• Leveraging the new baseline

Page 4: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 4

Old Way of Buying/Selling

Line Up, Bake Off, Select

Prep, Educate, Shape Face to face and

phone Salespeople are

required to educate on solutions

All the body language was face-to-face and phone

Page 5: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 5

New Way of Buying/Selling? Information became free Prospects access information

online Sales is no longer information

conduit Sales is not able to read the

new body language

Disintermediation

Bought a car in the last 2 years?

Page 6: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 6

The Buyer is in Control

Page 7: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 7

Looking for a Z?

Page 8: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 8

Kicking the Tires

Page 9: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 9

Getting serious

Page 10: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 10

Getting Real Serious

Page 11: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 11

The Digital Hand Raise

Page 12: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 12

New Roles for Sales & Marketing

Page 13: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 13

Enhancing Lead Gen is #1

CSO Insights Study

Page 14: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 14

Sales Rates Marketing on Lead Generation..and the score is not good!

63% “Needs Improvement”

CSO Insights Study

Page 15: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 15

New Role in Marketing

1. Leverages

2. Deploys

3. Builds

4. Contributes

Page 16: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 16

New Role in Selling

Page 17: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 17

Focused on rev impact

Run by the numbers

Integrated with sales

Fully leverages technology

A seat at the table

New team and new skills

Characteristics of a Revenue Marketing Practice

Page 18: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 18

Key Definitions

1. Digital Body Language is online behavior. It’s the other half of the conversation your prospects and clients are having with you. Are you listening and participating?

2. Marketing Automation describes a rapidly emerging category of Web 2.0 technologies designed to improve marketing efficiencies and drive additional revenue through high quality lead generation and opportunity management.

3. Demand Generation (or ‘DG’ for short) is the revenue focused set of activities for both sales and marketing that gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker.

Page 19: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 19

1. Baking the buy cycle

Without MA: Document your

customer buy cycle Try to align marketing

and sales to this buy cycle

It will be uni-dimensional

Phone and voicemail ecosystem

With MA: Document your customer

buy cycle including how they interact digitally

Easy to align marketing and sales because everything is tracked and reportable

Phone, voicemail, email, website ecosystem

Page 20: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 20

2. Know the sales/marketing process

Without MA: Marketing needs to

know the sales process Sales needs to know

the lead gen process

With MA: Impossible to escape Marketing knows the

sales quota and where they are on quota

Page 21: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 21

3. Common lead definitions

Without MA: Establish a set of

common lead definitions

What are you passing to sales?• Someone with a pulse

• A form completion

With MA: Establish a common

set of lead definitions quantified with a lead score based on demographic data and online behavior

What are you passing to sales?• A Sales Ready Lead

Page 22: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 22

4. Service Level Agreement

Without MA: A written and signed

document which explains what kind of lead and how leads will be transferred from marketing to sales and how sales will respond to that lead and record activity

With MA: Same, but with:

• Lead Scoring

• Real time lead transfer

• Hard evidence for how both parties are holding up their end of the bargin

• No more “fuzzy” conversations

Page 23: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 23

5. Lead hand off process to sales

Without MA: From a spreadsheet

when marketing gets around to it

Through CRM – if someone completes a form

Basic information

With MA: Real-time & automatic With all behavioral

data Can be delivered to

Outlook, CRM, phone, Blackberry, etc.

Page 24: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 24

6. Sales focused campaigns

Without MA: Corporate can launch

with the sales person’s signature on the email• May be a manual

process

Based on the needs of the territory

With MA: Corporate can create

ONE campaign which can:• Easily & automatically

append sales owner name

• Allow sales to tweak and send on their own

• Higher conversion rates

Page 25: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 25

7. What gets measured, get’s done

Without MA: # of inquiries # of leads # of MQLS sent to

sales That’s all folks!

Typically lose visibility from here.

With MA: Conversion rate of an

MQL to Sales Opp % of Pipeline contributed

by marketing % of Revenue

contributed by marketing

Closed loop reporting from Inquiry to Close

Page 26: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 26

6. What get’s comped, get’s done

Without MA: No variable comp If have variable comp,

it’s based on a project orientation• # of tradeshows

• # of leads

With MA: Has variable comp tied

to revenue performance Tied to sales team

hitting a number Tied to # of opps

created from market driven MQLs

Tied to % contribution to pipeline

Page 27: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 27

9. Nurture, nurture, nurture

Without MA: Lead leakage is

common Nurturing is manual

and a lot slips through the cracks

Typically sales sends a note to marketing to nurture

Focused on top end

With MA: No more lead leakage Easily re-engage with

prospect is ready Sales can enroll in a

nurture program with 2 clicks

Works all the way through the sales funnel

Page 28: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 28

10. Closed loop reporting

Without MA: Good luck! Lots of spreadsheets Lots of manual effort Lots of “fuzzy” math

With MA: Real-time, 24x7, closed

loop reporting

Page 29: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 29

How buyers buy, has changed The role of marketing in revenue

production, has changed How sales people sell, has changed

What have you changed? Aligning sales & marketing around

revenue is now a strategic imperative

Conclusions…

Page 30: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 30

About the Speaker

Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 7 years experience in using marketing automation and 30 years experience in sales and marketing. Debbie has helped hundred of companies meet their demand generation goals.

[email protected]

Revenue Marketer Educational SeriesRevenue Marketer Radio

Page 31: 10 Ways Sales & Marketing Can Close a Deal Together

04/11/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 31

Presented by:

Debbie Qaqish, Chief Revenue OfficerThe Pedowitz Group

10 Ways Sales & Marketing Can Close

a Deal Together