In this presentation you’ll get a clear picture of the business pains and strategies for mitigating them as you work to align sales and marketing. Learn tips to continually improve the synergy between sales and marketing, while ensuring sales pros are impactful and on-message.
4. FEAST or FAMINE
Then - 2006
• $200M in revenue
• Twelve brands
• 0 assets
• No structure
• All different cultures
• No single technology platform
• Resourcepoor
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
• Resourcerich
• Drinking from a fire hose
5. • 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
7. 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?
8. 2014 Growth Challenge….
ProducerCapacity
• Help new talent
ramp faster
• More efficiency from
existing producers
• Efficiency vs.
Effectiveness
Marketing’sAbilityto KeepUp
• Staffing
• Technology
• Budget
• Influence
9. 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
10. 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
11. 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
12. 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
13. • 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
14. Mars vs. Venus
Pathforwardfor 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 forwardfor 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
15. Win / Win generated for both Sales and Marketing
HUB
is Selling
Smarter
with SAVO
16. Thank you
Formoreinformation
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