Marketing attracts prospects through large-scale outreach efforts to build awareness and generate leads for sales. Sales then works directly with a smaller number of screened opportunities to close deals through high-touch engagement. Good marketing messages are unique to the company's capabilities, identify customer problems the company can solve, and establish the context for sales conversations to mutually solve those problems rather than just sell products. Effective marketing enables sales success by engaging customers and allowing sales to focus on qualified opportunities.

1. Does your Marketing Sell?
Product Camp 8
Feb 2012

3. Session Overview
• Sharing is everything – kick off with POV and
look to dialogue as main learning context

4. What is marketing and what is selling
Marketing attracts
prospects and
nurtures leads
Sales delivers closed
deals from opportunities

5. Key differences between Marketing
and Sales
• number of contacts managed
• and time invested with each contact

6. Impacts on delivering revenue
Marketing Sales
Large number of Fewer contacts – screened
contacts into the overall for quality
process
Not all opportunities are
Low-touch qualified
Sales efforts High-touch
Sales efforts
Key Metric
Key Metrics
• Prospect Conversion Rate
• Sales Conversion Rate
• Time to deliver Sales Qualified
• Time to Close (velocity)
Leads

7. Why are
marketing
messages
important?
To get interest
of prospects !

8. What makes a good message?
• Unique to you your capabilities
– Set you apart from competitors
• Identifies customer’s problems
– Shows how you provide solution and benefit
• Establishes base for conversation
– Sets the stage for sales dialogue – mutually solve
problems not “sell” something

9. How does Marketing Enable sales
success?
Engages the customer and enables focused-selling – establish basis for conversation

10. Sample Messages

11. What’s Unique?
What’s the
problem they
help solve?
What’s the
context for
conversation?

12. What’s Unique?
What’s the
problem they
help solve?
What’s the
context for
conversation?

13. What’s Unique?
What’s the
problem they
help solve?
What’s the
context for
conversation?

14. What’s Unique?
What’s the
problem they
help solve?
What’s the
context for
conversation?

15. Recap
– What’s Marketing and What’s Selling?
• Who cares – it has the same goal, revenue generation
• Critical to have clear responsibilities and performance metrics for each
role
– Why are marketing messages important?
• Set-up sales process and dialogue with customers
• Have a full sales-funnel or well qualified leads; ensure sales focus is
driving to revenue rather than prospecting for opportunities
– What makes a good marketing message?
• Unique to you and important to your customer!
• And enables sales to have a dialogue, tell a story and solve customer
problems (both business/technical and personal)