The document discusses integrating marketing and sales through building detailed customer profiles. It describes challenges in getting marketing messages heard, creating profiles with qualitative and quantitative customer data, integrating profiles into targeted marketing campaigns, moving profiles into the sales process, amplifying messages, translating messages for customers, and extending messages through various channels. The overall goal is to align marketing and sales by sharing customer insights and coordinating messaging.

1. Building Detailed Marketing Profiles to Drive Better Sales Juliann M. Grant, Vice President Telesian Technology Inc. [email_address] 978-681-1600 Scott Sommer, Automation Technology Manager Jacobs [email_address] (610) 731-1010

2. This Year’s Marketing & Summit Theme: In Search of the Holy Grail: Integrating Marketing and Sales Integrating Marketing & Sales Through: Marketing Profiles  Better Sales

3. But Searching for the Holy Grail Has Never Been Easy…

6. 1 in 10 Email Noise Factor How do you get heard?

7. Social media noise Network ≠ Reach

8. 90% Product Launches Fail © 2010 The Coca-Cola Company

13. McDonalds shakes it up Yummy shakes Fruit smoothies © 2010 McDonald’s.

22. Short order cook vs. a Chef Let’s start with an Appetizer….

25. Personalization Response Rates Broudy and Romano study 144,000 Mailers B2B and B2C B/W static w/out personlization: .46% response rate

27. Multi-channel communications perform better

39. Mapping the course Marketing Profiles Sales Force Buyer SALE! Negotiation PO Invoice Support Focus Here First!

40. Marketing “ammo”

41. Marketing “Targets”

44. The Traditional Sales Cycle

46. Keeping the prize in view Marketing Profiles Sales Force Buyer SALE! Negotiation PO Invoice Support We Must Start Here… But the Prize is Here…

48. The revenue cycle