On the Other Side of Sales

and Marketing Alignment

Julie Zimmer VP Sales, North America

MARS vs. VENUS

Or maybe… David and Goliath

FEAST or FAMINE

Then - 2006

• $200M in revenue

• Twelve brands

• 0 assets

• No structure

• All different cultures

• No single technology platform

• Resource poor

Now - 2014

• Over $1.3B in revenue

• $80 to $100M in acquisitions annually

• One brand

• 5,000 sales assets

• 1,300 sellers

• 7,000 users

• CRM in place – Microsoft Dynamics

• Resource rich

• Drinking from a fire hose

• Build HUB Today

• Connect / Auto-authenticate all resources through SAVO

• Put Sales Resource Managers in each HUB to help sales people navigate process

• Make resources easy to access

• Leverage forums, RFP guides to make assets customizable

• Organize assets and people by industry type and product type

• Train producers and acquisitions to use system

Building a Platform

Our SAVO Instance… HUB TODAY

Problem Solved? – NO!

• While marketing served up information, sales still had to go look for it

• In order to leverage what we built they had to alter their behaviors

• Communication and training had to be constant – didn’t have band width to manage

• Marketing resources did not scale with size of company

• Entrepreneurial sales culture and acquisition pace meant more “initiatives” emerging than marketing could address

Why?

2014 Growth Challenge….

Producer Capacity

• Help new talent ramp faster

• More efficiency from existing producers

• Efficiency vs. Effectiveness

Marketing’s Ability to Keep Up

• Staffing

• Technology

• Budget

• Influence

2014 Solution…

Rebuild delivery of assets according to need

Focus efforts on biggest revenue drivers – specialties

Dedicate marketing support to those revenue drivers

Create a way to measure wins against resource usage

Allow self-service and opt-in capabilities within CRM at client record

Continually adjust and evolve

How are we doing it?

• Sales Leadership Roundtable – What are the behaviors of our top performers?

• What is the behavior “GAP” between top and average performers?

• Country-wide focus groups – asking the question “How do we sell?”

• Look at understanding specialty group behaviors vs. boiling the ocean

• Challenge marketing to build assets around supporting the winning behaviors

Study It

Changing Behaviors…

Do this then… do this vs. thinking differently about the sale

• Stop trying to educate sales around where to go for information and when

• Start teaching sales behaviors

• Embrace Challenger selling

• Reward team selling

Redesign Delivery…

• Pick a place for Sales to “Live” – CRM

• Forget about teaching them a sales process – simply “serve up” the sales process

• Drive assets / resources and tools through CRM at the point of need

• Fully leverage RFP guides

• Fully leverage collaboration tools

• Look at client / prospect characteristics to identify what assets / resources / experts are appropriate

• Allow sales managers to see what is being used and how and continually adjust

• Allow mobile access to everything

• Click Dimensions deployed

• iPads provided to top sellers

• Mobile solutions for all resources: – CRM

– SAVO

– Other industry-specific resources

• Next step: Teaching them to use mobile devices in client interactions so it becomes a sales tool

Shiny

New Things

Mars vs. Venus

Path forward for Marketing

• Closer integration and reporting into sales

• Leverage delivery as well as content

• More resource and technology to facilitate success

• Build more focused, tailored messages

Path forward for Sales

• Training to use messaging to achieve success

• Listen to customer needs and communicate those back to marketing

• Share what works

• Don’t recreate the wheel

Win / Win generated for both Sales and Marketing

HUB is Selling Smarter

with SAVO

Thank you

For more information

SAVO Web Site: www.savogroup.com

Sales First Nation: www.savogroup.com/sales-first-nation/

SAVO Products: www.savogroup.com/products/

SAVO Phone: 312-276-7700