The Unified Business Model for Sales and Marketing Alignment
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The document discusses the unified business model which aims to align sales and marketing through having one organization, process, and set of key performance indicators. It presents the traditional traits sales and marketing teams have of each other and how they can better work together through clear roles in the sales process from prospecting to closing deals. These include prospectors to create call lists, hunters to conduct outreach, and closers to finalize sales. Implementing the full model may take 2-3 years using a modular approach and focusing on overcoming challenges like defining goals, best practices, and resource constraints. The key takeaways are to build the organization, process, and KPIs incrementally, understand sales is 50% of the business,
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The Unified Business Model for Sales and Marketing Alignment
- 1. INBOUND15 The Unified Business Model The future of Sales and Marketing Oliver Lopez CEO, Structsales @oliverlopez www.structsales.com
- 2. Structsales Value Based Selling Inbound Marketing HubSpot Gold Partner
- 3. INBOUND15 This is me âŚas perceived by Marketers.
- 4. INBOUND15 ⢠Not understanding the value of brand and marketing ⢠Too much product and focus on selling ⢠Caveman The Sales Rep Traits
- 5. INBOUND15 This is you âŚin the eyes of the Sales Team.
- 6. INBOUND15 ⢠NaĂŻve and doesnât understand sales ⢠Main task is to assist and do as told ⢠Up in the clouds The Marketers Traits
- 7. INBOUND15 ALIGNMENT? So, where are we really today?
- 8. #INBOUND15 50% of sales time is wasted on unproductive prospecting 101 B2B Marketing and Sales Tips from The B2B Lead
- 9. #INBOUND15 24% Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertise Corporate Visions
- 10. #INBOUND15 60-70% of B2B content created is never used. Most cited reason why is because the topic is irrelevant to the buyer audience. Content Marketing Institute
- 11. #INBOUND15 79% of marketing leads never convert into sales HubSpot
- 13. INBOUND15 How can we go from hereâŚ
- 15. INBOUND15 2 What is The Unified Business Model?
- 16. INBOUND15 1. One Organization 2. One Process 3. One Set Of Highly Relevant KPI:s The pillars of The Unified Business Model Caps/Hats
- 17. INBOUND15 Prospecting ⢠Create High Quality Call Lists ⢠Junior Role ⢠Analytical mindset 50% of a salespersonâs time is spent figuring out which companies to call, when to call them, and if they are a good fit
- 18. INBOUND15 Hunting ⢠Call the people in the list he/she receives from the prospectors ⢠Team up with marketing for campaigns ⢠Emailing and Cold Calling Cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.
- 19. INBOUND15 Closing ⢠Convince, Inspire, Negotiate and Win ⢠Qualify! ⢠Be picky! Your Closers should ignore leads who are NOT able to buy.
- 20. INBOUND15 Attracting ⢠Reach Out ⢠Attract Visitors ⢠Blog, Social
- 21. INBOUND15 Convert to Marketing Lead ⢠Conversion Campaigns ⢠Insight Focused Content ⢠Bridge Into Sales âThe Campaign Managers work with the Online Broadcasters and Email Broadcastersâ
- 22. INBOUND15 Convert to Sales Lead ⢠Convert Into Sales Lead ⢠Ascension Campaigns ⢠Sales Offers âTripwires are normally used to ascend a Marketing Lead into a Sales Leadâ
- 23. INBOUND15 Nurturing ⢠Convert Into Marketing Lead ⢠Focus On Existing Leads ⢠Educate âEach time the Campaign Manager creates a conversion campaign, the Email Broadcaster will be able to re- convert a portion of the Nurturing Leads, who are now more educatedâ
- 25. INBOUND15 3 Best Practice Implementation
- 26. INBOUND15 ⢠2-3 years to implement the whole model ⢠Heavy focus on documentation ⢠Most clients start with one or two modules before moving to the next one Implementation Of Model
- 27. INBOUND15 Strategic Failure Challenges when implementing Failing to define and find consensus around a clear long- term vision and goal
- 28. INBOUND15 Execution Failure Challenges when implementing Failing to implement model because due to the lack of best practices around each specific step along the road
- 29. INBOUND15 Resource Failure Challenges when implementing Failing to implement due to lack of resources to actually perform the change. Implementation is time-consuming, and requires taking resources away from the day- to-day operations.
- 30. INBOUND15 So how do we get to the next level? Donât fight!
- 31. INBOUND15 So how do we get to the next level? Baby steps
- 32. INBOUND15 ⢠Build the Organization â The Process â and The KPI:s ⢠Build in modules ⢠Leads are worthless if they never close ⢠If you donât understand and focus on sales, youâre missing 50% Key Takeaways
- 36. INBOUND15 Emelie, I have a question for youâŚ
- 37. INBOUND15 Letâs do it in Swedish and English ď
- 38. INBOUND15 In EnglishIn Swedish Will you marry me?Vill du gifta dig med mig?
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- 47. #INBOUND15
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- 51. #INBOUND15 This transparent color box is a useful option for some larger images.
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