What Sales Wants (And Needs) From Marketing

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In 2017, a survey of more than 200 B2B sales leaders addressed key questions and opinions around marketing tactics, deliverables and alignment. While the results show that both groups are inching towards alignment, marketers will be interested in some of the responses. Join us for this session as this sales and marketing duo present the findings in a fun and interactive way!

Marketing

Dawn Coppens
• 30+ years sales and sales mgmt
experience
• Leads a global woman’s
leadership group
• Dawn enjoys gardening and
hiking in the mountains with her
two dogs.Vice President of Sales

Celeste Jacroux
• 15+ years marketing experience
• Phoenix Business Marketing
Association board member
• Avid Masters swimmer, mountain
biker and weekend soccer player.Dir of Marketing
Communications

A Little About Us
Target Market
Data strategy
Personas & Content
Buyers Journey Mapping
Marketing Automation
Account Profiling & ABM
Reporting Analytics
Partner Channel ROI
Recruitment, Training
Demand Gen
MDF Utilization
Events
TeleProspecting
Demand Generation Sales Customer Care
Omnichannel Selling
TeleProspecting
Inbound
Chat
800
Social Selling
Events
Partner Marketing
Inbound Care
Chat
Data Strategy
Outbound Renewals
Onboard

Televerde
» Global capability
» 9 locations: NA (USA), LATAM (ARG), EMEA (UK), APAC (AUS)
» Generated $8B+ revenue for clients
» 23 years experience servicing technology clients

Title of Presentation | 7
Let me tell you a story.

“Marketing exists to make sales easier”
**Caveat: Marketing isn’t a doormat.

Title of Presentation | 10
Marketing and sales
alignment is improving.
NEWS FLASH!
62% Aligned 18% Very Aligned

What are the top 3 challenges in
aligning Sales with Marketing?
?
?
?

What are the top 3 challenges in
aligning Sales with Marketing?
Lack of regular communication
?
?

What are the top 3 challenges in
aligning Sales with Marketing?
Lack of regular communication
Differences in metrics
?

What are the top 3 challenges in
aligning Sales with Marketing?
Lack of regular communication
Differences in metrics
Alignment on lead qualification
process

44%
Room for improvement:
90%
38%
36% Deliver on tools on assets
Hit or miss relationship
Product knowledge /
understanding
Meet monthly, at best

Title of Presentation | 16
This is what
Sales Needs:
This is what Sales needs

Top 3 reasons that Sales wins deals?
?
?
?

Top 3 reasons that Sales wins deals?
Superior product
?
?

Top 3 reasons that Sales wins deals?
Superior product
Knowing what the customer
wants
?

Top 3 reasons that Sales wins deals?
Superior product
Knowing what the customer
wants
Easy to work with

Title of Presentation | 21
Why does Sales most
often lose deals?
52% Not price competitive
47% Value not conveyed

What tools/assets/activities are most helpful to Sales?
?
?
?

What tools/assets/activities are most helpful to Sales?
Industry tradeshows
?
?

What tools/assets/activities are most helpful to Sales?
Value proposition
?
Industry tradeshows

What tools/assets/activities are most helpful to Sales?
Industry tradeshows
Value proposition
Case studies

Title of Presentation | 27
• More access to more
info than ever before
• 2/3 of decision online
• Increased buyer
expectations and CX
• Messaging aligned to
needs and role.
New and evolving
obstacles

Let’s get
started:
Survey your
team
Title of Presentation | 28
What will you find out
from your own team?

What is helpful?
• What are the top 2-3 things you'd like to see marketing do
more of this year?
• What are the top 2-3 things you'd like to see marketing do less
of this year?
• Rank in order of frequency, which sales enablement materials
are you using most during the sales process.
• What information / materials are customers asking for most
often that you wish you had?

What is a lead?
• Based on common language, what is the minimum lead level
you are willing to accept?
• Global accounts
• Industry 1, 2, 3…..
• Does the lead level change based on:
• solution type?
• job role?
• Challenges?
• Prioritize common prospect / client challenges

Title of Presentation | 31
• Sales and marketing
alignment is critical
• SLAs, SLAs, SLAs
• Regular communication
cadence
• Agree to Total Addressable
Market and personas
• Get feedback from your
own team
In summary:

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Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

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Access the full event here: https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach. Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process. Join us to discuss data around the partner journey: Awareness: 70% of partners learn about new technologies via vendor events; Consideration: On average partners consider 2 - 3 vendors against each other; Decision: Technical evaluation is the most important element in their decision to bring on a new vendor; Experience: People affect the experience the most (infrastructure second); and Growth: On average, partners drop 10% of their vendors each year.

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Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

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Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

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Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

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What Sales Wants (And Needs) From Marketing

1. What Does Sales Want from Marketing? Results from Televerde 2017 survey

2. Survey Details • Mid-2017 • Electronic survey: What Does Sales Want (and Need) from Marketing? • Target market: B2B tech companies • Sample size: 5000 • Response rate: ~4%

3. Dawn Coppens • 30+ years sales and sales mgmt experience • Leads a global woman’s leadership group • Dawn enjoys gardening and hiking in the mountains with her two dogs.Vice President of Sales

4. Celeste Jacroux • 15+ years marketing experience • Phoenix Business Marketing Association board member • Avid Masters swimmer, mountain biker and weekend soccer player.Dir of Marketing Communications

5. A Little About Us Target Market Data strategy Personas & Content Buyers Journey Mapping Marketing Automation Account Profiling & ABM Reporting Analytics Partner Channel ROI Recruitment, Training Demand Gen MDF Utilization Events TeleProspecting Demand Generation Sales Customer Care Omnichannel Selling TeleProspecting Inbound Chat 800 Social Selling Events Partner Marketing Inbound Care Chat Data Strategy Outbound Renewals Onboard

6. Televerde » Global capability » 9 locations: NA (USA), LATAM (ARG), EMEA (UK), APAC (AUS) » Generated $8B+ revenue for clients » 23 years experience servicing technology clients

7. Title of Presentation | 7 Let me tell you a story.

8. Here’s what we found.

9. “Marketing exists to make sales easier” **Caveat: Marketing isn’t a doormat.

10. Title of Presentation | 10 Marketing and sales alignment is improving. NEWS FLASH! 62% Aligned 18% Very Aligned

11. What are the top 3 challenges in aligning Sales with Marketing? ? ? ?

12. What are the top 3 challenges in aligning Sales with Marketing? Lack of regular communication ? ?

13. What are the top 3 challenges in aligning Sales with Marketing? Lack of regular communication Differences in metrics ?

14. What are the top 3 challenges in aligning Sales with Marketing? Lack of regular communication Differences in metrics Alignment on lead qualification process

15. 44% Room for improvement: 90% 38% 36% Deliver on tools on assets Hit or miss relationship Product knowledge / understanding Meet monthly, at best

16. Title of Presentation | 16 This is what Sales Needs: This is what Sales needs

17. Top 3 reasons that Sales wins deals? ? ? ?

18. Top 3 reasons that Sales wins deals? Superior product ? ?

19. Top 3 reasons that Sales wins deals? Superior product Knowing what the customer wants ?

20. Top 3 reasons that Sales wins deals? Superior product Knowing what the customer wants Easy to work with

21. Title of Presentation | 21 Why does Sales most often lose deals? 52% Not price competitive 47% Value not conveyed

22. What tools/assets/activities are most helpful to Sales? ? ? ?

23. What tools/assets/activities are most helpful to Sales? Industry tradeshows ? ?

24. What tools/assets/activities are most helpful to Sales? Value proposition ? Industry tradeshows

25. What tools/assets/activities are most helpful to Sales? Industry tradeshows Value proposition Case studies

26.

27. Title of Presentation | 27 • More access to more info than ever before • 2/3 of decision online • Increased buyer expectations and CX • Messaging aligned to needs and role. New and evolving obstacles

28. Let’s get started: Survey your team Title of Presentation | 28 What will you find out from your own team?

29. What is helpful? • What are the top 2-3 things you'd like to see marketing do more of this year? • What are the top 2-3 things you'd like to see marketing do less of this year? • Rank in order of frequency, which sales enablement materials are you using most during the sales process. • What information / materials are customers asking for most often that you wish you had?

30. What is a lead? • Based on common language, what is the minimum lead level you are willing to accept? • Global accounts • Industry 1, 2, 3….. • Does the lead level change based on: • solution type? • job role? • Challenges? • Prioritize common prospect / client challenges

31. Title of Presentation | 31 • Sales and marketing alignment is critical • SLAs, SLAs, SLAs • Regular communication cadence • Agree to Total Addressable Market and personas • Get feedback from your own team In summary:

32. Televerde Booth 203

What Sales Wants (And Needs) From Marketing

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