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On the Other Side of Sales
and Marketing Alignment
Julie Zimmer
VP Sales,NorthAmerica
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
• 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
• 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….
ProducerCapacity
• Help new talent
ramp faster
• More efficiency from
existing producers
• Efficiency vs.
Effectiveness
Marketing’sAbilityto KeepUp
• 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
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
Win / Win generated for both Sales and Marketing
HUB
is Selling
Smarter
with SAVO
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

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On the Other Side of Sales and Marketing Alignment (HUB International)

  • 1. On the Other Side of Sales and Marketing Alignment Julie Zimmer VP Sales,NorthAmerica
  • 3. Or maybe… David and Goliath
  • 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