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Frenemies to FriendsReal Tips for Crossing the Sales & Marketing Divide
Courtney Wilson
Director of MarketingCloudFactory
@CourtneyHWilson
Nathon Williams
Enterprise Software Sales ExecutiveRelias Learning
2xSo, why is crossing the divide so important?
2009$3M
Marketing Hired
2010$4MNot
Aligned
2011$7MClose
Alignment
2012$10MSold
92%
*Forrester Research
Are you aligned?
…say they’re not
208%
*Corporate Visions
Teams that are aligned see an average increase of…
…in revenue!
Today
$10,000
$100,000
$1,000,000
$10,000,000
$100,000,000
What is it costing you today?
Today Possible
$10,000 $20,800
$100,000 $208,000
$1,000,000 $2,080,000
$10,000,000 $20,800,000
$100,000,000 $208,000,000
Prospects are 60% through the buying process before engaging with sales.
Goals
Empowerment
asdfadfadfadfadf Areas of Disconnect
Communication
Goals
We’re going to generate tons of leads, fans, followers, visitors & blog posts.
That’s great. What about sales?
Gaining Alignment With Data
Focus on data that matters to
sales• Revenue Won• Opportunities Created• % Contribution to Pipeline• Lead Scoring, MQLs, SQLs (Quality over
Quantity)
Communication
The Mythical Funnel
Adfadsfkja;dlfkja;ldkfjaldkfjaldkjf;alkdjfalkdfjalkdfj
The REAL Funnel
What happens
next?
Call a meeting and ask…
Smart CommunicationCommunicate often…but strategically
Market your successes
Use technology (Chatter, social, email)
Highlight what matters to sales
Make results timely and visible
How can you provide visibility?
Be Part of the Team
Attend Calls On the Road
Grab Beers Competition?
Action Items
Understand the sales process
Ask “what’s next?”
Smart communication
Be a part of the team
SalesEmpowerment
INTERVIEW CUSTOMERS1
2
1
3
4
5CUSTOMER STORIES2
OVERCOME OBJECTIONS3
SALES TOOLS/CONTENT4
CREATE EVANGELISTS5
adfadfadfadfad Sales Empowerment Waterfall
Does/Is/Means
Does/Is/MeansSolution Does Is Means (that, will, can, results
in, etc)
Medfusion
Medfusion equips practices with the ability to dramatically improve office efficiency and reduce operating costs … driving bottom-line results and generating revenue while others struggle in a challenging economy.
We are a patient-to-provider communication platform that allows patients and practices to communicate simply and securely online for things like appointment requests, prescription renewals, filling out paperwork, and communicating lab results.
By moving time-, expense-, and resource-intensive processes to a Medfusion Web-based solution, you can realize unprecedented results like: -reducing operating costs by 75 percent, - accelerating patient payments by 35%, - streamlining patient visits by 4-6 minutes by having the patient’s HPI/ROS before the visit begins, - redirecting hundreds of hours a month away from paperwork to focused patient care. According to Central VA Family Physicians (a 40-doc practice), "We're very pleased with our new web-based offerings ... we've streamlined operations and saved money, strengthening our bottom line."
Appt. Requests
Appointment requests lets patients securely request an appointment at any time, from anywhere.
It is a secure Web-based patient self-service application that enables patients to request appointments according to physician, location, day, time, and priority.
It drastically reduces office phone volume and increases staff productivity by shifting part of the appointment process to your patients. And it works: at Plano Orthopedic they get 320 online appointment requests per day, and they fill and respond to 90% of those online - without the need for a phone call.
Important Battle Card Sections
About the company
Strengths vs. weaknesses
Product highlights
Key messages and how we respond
Landmines to set & avoid
Pricing
T-Chart: The Secret Weapon
• No workflow tools to help clinicians and office staff keep up critical tasks
• No mandatory requirements for visit notes are no better than “electronic paper”
• Visits can be closed with errors or missing data creates risk during an audit
• Manual QA process leads to audits• Limited reports only scratch the
surface of your business• Form-based and simplistic
comprehensive assessments
• SmartCare workflow tools and alerts provide critical compliance safeguards and helps your team stay on top of their key tasks
• CareTouch Logic enables critical compliance safeguards, reducing risk of missing data
• Logic-based clinical engine supports accuracy: incomplete visits cannot be closed limiting missing documentation
• Hundreds of customizable reports as well as Performance Lab Analytics
• Detailed clinical content is the engine that powers CareAnyware
Solution A Solution B
