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© Copyright 2017 The Sales Management Association. All rights reserved.
SalesManagementAssociationWebcast
22January2015
Sales Leadership’s Guide to Sales and Marketing Alignment
ChrisBucholtzContentMarketingManagerCallidusCloudcbucholtz@calliduscloud.com
KurtTheriaultPrincipalBusinessEfficacy,[email protected]
© Copyright 2017 The Sales Management Association. All rights reserved.
About The Sales Management Association
Aglobal,cross-industryprofessionalassociationforsalesoperationsandsalesmanagement.
Focusedinprovidingresearch,casestudies,training,peernetworking,andprofessionaldevelopmenttoourmembership.
Fosteringacommunityofthought-leaders,serviceproviders,academics,andpractitioners.
www.salesmanagement.org
www.salesmanagementconference.com
2
16 – 18 OCTOBER 2017 ATLANTA
© Copyright 2017 The Sales Management Association. All rights reserved.
Today’s Speakers
3
ChrisBucholtz
ContentMarketingManager
Callidus Cloud
MattHeinz
President
HeinzMarketing
KurtTheriault
Principal
BusinessEfficacy,Inc.
Presented by
© Copyright 2017 The Sales Management Association. All rights reserved.
SalesManagementAssociationWebcast
22January2015
Sales Leadership’s Guide to Sales and Marketing Alignment
ChrisBucholtzContentMarketingManagerCallidusCloudcbucholtz@calliduscloud.com
KurtTheriaultPrincipalBusinessEfficacy,[email protected]
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
5
Where does misalignment occur between sales and marketing?
© Copyright 2017 The Sales Management Association. All rights reserved.
Sales Organizational System
6
Sales Process
Sales Management
RESULTS
Sales
Organization
Direction
§Mission
§Values
§Strategy
§GoalsMeasurement
Tools & Tech
Training
Marketing
Rewardand
Recognition
Selectionand
Hiring
© Copyright 2017 The Sales Management Association. All rights reserved.
POLL Question 1
7
• Areyourresponsibilitiesmorefocusedonsales,ormarketing(selectone)?
q Sales
q Marketing
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
8
How can sales leadership promote the consistent use of a common vocabulary between sales and marketing?
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
9
How should sales and marketing collaborate to set the “sales enablement” agenda?
© Copyright 2017 The Sales Management Association. All rights reserved.
POLL Question 2
10
• Howwouldyouratethedegreeofalignmentbetweenyourfirm’ssalesandmarketingfunction?(selectone)
q 1- Terrible
q 2
q 3- OK
q 4
q 5- Excellent
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
11
How should sales and marketing align around technology investments?
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
12
What measures of success are most important for sales and marketing alignment?
© Copyright 2017 The Sales Management Association. All rights reserved.
POLL Question 2
13
• Whichofthesechallengesismostimportantforyourorganization’ssalesandmarketing?(pickone)
q Aligningsalesandmarketinggoalsq Bettercoordinatingsalesandmarketinginitiativesq Improvingthesalesforce’sdeliveryofstrategicmarketingmessagesq Focusingmarketingonmessagingandtoolsthatbettersupportthesalesforceq Reallocatingtheorganization’ssalesandmarketingtechnologyinvestmentssothey’remoreeffective
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
14
What does the future hold for sales and marketing? What developments will have the biggest impact over the next five years?
© Copyright 2017 The Sales Management Association. All rights reserved. 15
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
16
Should Sales and Marketing report to the same person? Or should one report to the other?
© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
17
What difference do the three panelists see in the marketing department budget vs. the sales department budget for technology, or non-payroll investments?
© Copyright 2017 The Sales Management Association. All rights reserved.
Thank You
ThankYou
