Peter Strohkorb Consulting Market Research Report Slideshare 01-14-2015

www.peterstrohkorbconsulting.com
Market Research Report
The Impact of Sales & Marketing
Collaboration on Business Success
January 2015
1
© Peter Strohkorb Consulting International Pty Ltd, all rights reserved

Symptoms of Poor Collaboration
Too many sales reps
are not hitting their
targets
Sales reps can’t find the right
content and are creating their
own marketing material
Too many sales are
lost or are stuck at ‘No
Decision’
New sales reps are
taking >6 months to
ramp up
There is too much
discounting going on
Marketing does not know
what collateral Sales
uses, or how it is used
Marketing is pandering
to the vocal minority of
reps
Us vs Them’ attitude creates
an unattractive work
environment that’s a turn-off for
quality talent
High performing staff is
defecting
Frustration is
everywhere
2

What do other Experts Say ?
"Only 25% of sales leads and
collateral that Marketing
creates is ever used by Sales
teams".
IDC
“67% of sales professionals do
not achieve their personal sales
quota”
The TAS Group
“Almost 78% of newly hired sales
reps take 6 months or longer to
become fully proficient at
selling”
Accenture
“Less than 35% of a sales rep’s
time is spent selling.”
CSO Insights
3

Research Respondents
22%
33%
45%
Respondents by Size
Large (> $100m)
Mid-Size ($15m - $100m)
SME (<$15m)
23%
10%
45%
22%
Respondents by Role Seniority
Senior Executives Middle Management
Junior Management Frontline Employees
• 185 enterprises
• Showing the differences between ‘successful’ and ‘less successful organizations'
• For the purposes of this study we have defined ‘successful’ organization as those
which reported sales revenue growth during the past twelve months.
4

Key Finding
81.5%of companies that reported a
decrease in sales revenue last
year operate separate Sales and
Marketing silos.
5

Frequency of Formal Meetings
between Sales and Marketing Teams
The very clear message from the
research is that the better the
collaboration between marketing
and sales departments, the higher
the chance of sales revenue
growth for the organization.
Never
Anually
Several
times a
year
Monthly
Weekly or
fortnightly
More than
once a
week
6
Non- Growth Organizations
Growth Organizations

Thereisadedicatedpersonorteam
responsibleforimprovingsalesand
marketingcollaborationinmyorganization
Marketinghasagoodunderstandingofwhat
marketingmaterialisbeingusedbythehigh
performingsalespeople,andhowitisused
Marketingandsalesarewellalignedthrough
sharedobjectivesandjointperformance
metrics
Marketinghasgoodunderstandingofthe
salesobjectives
Saleshasagoodunderstandingof
Marketing’sobjectives
Marketingconsultswithsalesinthecreation
andmanagementofmarketingcollateral
andsalesleadgenerationcampaigns
SalesconsultswithMarketingpriortosetting
salestargets
Marketinghasinsighttothesalesforecast,
always/often/sometimes/rarely/never
Saleshasinputintothecreationand
improvementofmarketingcollateral,both
onlineandoffline
Saleshasinputintotheplanningandinto
theoutcomeofmarketingcampaigns
Bothsalesandmarketinghaveaccesstothe
salespipelineandrelatedaccount
information
Thereisaformalprocessforcapturing,
creatinganddistributionofcustomer
testimonials
Thereisacentraldigitalrepositoryforthe
salesforcetoaccessallrelevantsalesand
marketingmaterial
Itiseasyforthesalesforcetofindspecific
marketingcollateral
Perceptions in ‘Non-Growth’ Organizations
In my opinion, we have the following OPERATIONAL collaboration between the sales force and the marketing team in my organization
Marketing Perspective Sales Perspective
7

Thereisadedicatedpersonorteam
responsibleforimprovingsalesand
marketingcollaborationinmyorganization
Marketinghasagoodunderstandingofwhat
marketingmaterialisbeingusedbythehigh
performingsalespeople,andhowitisused
Marketingandsalesarewellalignedthrough
sharedobjectivesandjointperformance
metrics
Marketinghasgoodunderstandingofthe
salesobjectives
Saleshasagoodunderstandingof
Marketing’sobjectives
Marketingconsultswithsalesinthecreation
andmanagementofmarketingcollateral
andsalesleadgenerationcampaigns
SalesconsultswithMarketingpriortosetting
salestargets
Marketinghasinsighttothesalesforecast,
always/often/sometimes/rarely/never
Saleshasinputintothecreationand
improvementofmarketingcollateral,both
onlineandoffline
Saleshasinputintotheplanningandinto
theoutcomeofmarketingcampaigns
Bothsalesandmarketinghaveaccesstothe
salespipelineandrelatedaccount
information
Thereisaformalprocessforcapturing,
creatinganddistributionofcustomer
testimonials
Thereisacentraldigitalrepositoryforthe
salesforcetoaccessallrelevantsalesand
marketingmaterial
Itiseasyforthesalesforcetofindspecific
marketingcollateral
In my opinion, we have the following OPERATIONAL collaboration between the sales force and the marketing team in my organization
8
Marketing Perspective Sales Perspective
Perceptions in ‘Growth’ Organizations

Technology Impact
More than 88% of
surveyed businesses wich
implemented a combined
CRM and Sales
Enablement (SE) solution
managed to increase
their sales revenue over
the last 12 months.
Almost 62% of
companies with a CRM as
their only sales-
supporting IT system
reported a decrease in
sales revenue.
9

www.peterstrohkorbconsulting.com 10
Financial Impact
“Organizations
with poor
Sales+Marketing
Collaboration
almost double
their risk of
declining sales.”

1
It’s about Communication
81.5% of companies that reported a decrease in sales revenue last year
operate in separate Sales and Marketing silos.
2
It’s about Insight
Significant contributors to sales effectiveness seem to be
1) Well aligned, shared objectives, accountabilities and metrics,
2) A good understanding by Marketing about WHAT content is used by
the high performing sales people, and HOW it is used.
3
It’s about the right Technology and its Implementation
More than 88% of businesses which had implemented CRM and Sales
Enablement (SE) solutions increased their sales revenue over the last 12
months.
Key Findings
11

1 Get Everyone working together as one Team
Align sales and Marketing business objectives, accountabilities and metrics
2 Gain good Insight and use it
Know and support what works to boost sales effectiveness. Stop doing what doesn’t.
3 Choose the right Technology and implement it wisely
Install appropriate IT systems, such as an integrated CRM and SE system
Key Recommendations
12

Introducing the OneTEAM Method™
Free Executive
Discovery
Session
• Benchmarks your organization’s current collaboration
• Identifies opportunities and processes to improve
• Offers a high level ROI in $$$
Sales & Marketing
Collaboration
Opportunity
Assessment
• Marketing Collateral Audit Report
• Collaboration Effectiveness
Assessment
• OneTEAM Method Program Design
• Estimated OneTEAM Method ROI
OneTeam
Method™
Implementation
• Dedicated holistic Methodology
• Sales & Marketing team training
• Structured workshops
• Cloud-based collaboration apps
Three easy steps:
13
© 2015 Peter Strohkorb Consulting International Pty Ltd, all rights reserved

A Holistic Approach
14
Why ?
Team collaboration is
better than isolation
How ?
Sales helps Marketing,
and Marketing helps Sales
Supported by
CRM
CollaboRate™
MeetingQuality™

Special Offer
15
Free Executive Discovery Session (up to $4,500 in value, conditions apply)
1. High level Collaboration Assessment (“where are your teams today ?”)
2. Personality profile report (“how different are your teams ?”)
3. ROI Modelling (“what is your potential ?”)

www.peterstrohkorbconsulting.com 16
admin@peterstrohkorbconsulting.com
www.peterstrohkorb.com
Thank you
www.theoneteammethod.com

Peter Strohkorb Consulting Market Research Report Slideshare 01-14-2015

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Peter Strohkorb Consulting Market Research Report Slideshare 01-14-2015

Ähnlich wie Peter Strohkorb Consulting Market Research Report Slideshare 01-14-2015 (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Peter Strohkorb Consulting Market Research Report Slideshare 01-14-2015