The sales marketing divide, the eternal bickering between the sales and the marketing department can be solved by embracing the concept of an integrated customer engagement department. In this presentation - delivered at the Fusion Marketing Experience Event Fusionmex on June 5th 2014 Patrick Maes explains how to solve issues related to integrate sales and marketing functions in the New Selling process and Sales 3.0

1. 1
Bridging the sales marketing
divide.
!
Presentation delivered #fusionmex on June 11th 2014!

2. To jump or not to jump. !
That’s the question.

3. Why do goldfish jump bowl?

4. A study from the University of Maryland !
identified three reasons…

5. 1. The water becomes too hot. !
2. There is more food in the other bowl. !
3. It is more fun in the other bowl

6. Does all this has anything to do with !
the sales marketing divide?

7. It sure does.

8. In most companies marketing !
and sales are in two different bowls.
Sales Marketing

9. That has always been a problem.
Sales Marketing

10. But recently things got worse and !
an increased activity of sales !
people jumping over to the marketing bowl!
has been detected.
Sales Marketing

11. 1
This is why…
!

13. All this is now marketing
Sales Sales
This is what is !
left for sales.

14. 14
So sales is running. !
To find new customers before marketing does…!
To follow-up on leads marketing transferred…!
Or to join marketing where all the fun seems to be…!

15. 1
This is going nowhere.
!

16. 1
Time to decide on where you
put the sales marketing divide
in your organisation.
!

17. 1
We have identified four types
of sales-marketing
collaboration typologies.

18. Type 1 Type 2 Type 3 Type 4
• Sales is selling. !
• Marketing builds the
brand. !
• To a limited extent
marketing develops
sales support
materials. !
• Content marketing
activity is low and all
about what the
company has been
achieving. !
• Marketing is
generating all leads!
• Marketing activate s
up-selling and cross-
selling opportunities. !
• Sales is involved in
the closing process
when required. !
• Content marketing
and customer
engagement are the
main lead
generators.
• Marketing generates
some of the leads.!
• Marketing generated
leads are transferred
to sales who decide
on follow-up. !
• Sales owns the sales
funnel. !
• Content marketing
activity is limited.!
• Focus on web traffic
generation, e-mail
and events.
• Marketing is
generating all leads. !
• Qualified sales ready
leads are transferred
to sales for follow-
up. !
• Sales is accountable
for lead follow-up. !
• Content marketing
and customer
engagement are fully
integrated in the lead
generation process
Marketing as a cost
Marketing as a
revenue generator

19. COMPANIES WITH STRONG SALES
& MARKETING ALIGNMENT GET
24% ANNUAL REVENUE GROWTH.
Less aligned competitors have a 7% decrease

20. In general we advise to consider marketing as the architect and operator
of the perpetual selling process

21. We consider sales on the road as fixers moving in to handle
specific situations. Like signing the first order or negotiating
terms of collaboration.

22. 1
To succeed in the double
funnel, in the New Selling, in
Sales 3.0 you can - in some
cases - do without sales
people but never without
selling skills.
!

23. 1
This is good news for sales
people who can put their
unique skills to use in the
selling process in stead of
spending a quarter of their
day in traffic jams.
!

24. 1
1980 : Go out and make some
sales visits.
!

25. 1
!
2014 : Use your unique selling
skills to develop actions and
routines that will move
customers through the double
funnel model.

26. Need for people
understanding
awareness
creation
Need for people
understanding the
lead nurturing!
process
Need for people
understanding
data management
and marketing
automation
Need for people
understanding the
art of negotiating
and closing
The skills you need to operate The New Selling
and Sales 3.0 processes.

27. Need for people
understanding
awareness
creation
Need for people
understanding
lead nurturing
Need for people
understanding
data management
and automation
Need for people
understanding the
art of negotiating
and closing
Model 1
Marketing and sales as communicating silo’s with strict rules related to lead
transfer, follow-up and reporting.
Model 2
Marketing in the lead of the selling process and sales as special intervention
team.
Model 3
Integrated customer engagement department with sales, marketing and
automation specialists working together or revenue generation
!
Organisational
concepts
Organisation of sales marketing resources

28. MarketingSales
Technology The heart of the !
selling process and !
the ideal mixture !
of competences to !
operate Sales 3.0
The integrated customer engagement department.

29. Time for sales people, marketing !
people and automation specialists !
to gather in one bowl.

30. 1
Do you see the opportunities?
!

31. 1
Sales 3.0!
Lead. !
Follow. !
Or get out of the way.!
!

32. 1
Turning opportunity into
sales results.
!
Business!
remodelling
Organisational
consulting
Sales process
design
Commercial
performance
improvement
!
patrick.maes@cpi-consulting.eu !
Twitter @patrick_cpi!
www.cpi-consulting.eu
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