Union of Sales & Marketing
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Corporate Visions hosted a Marketing & Sales Alignment at Lake Tahoe in October 2010. I delivered this presentation to spur the conversation on how marketing & sales can come together to focus on demand generation.
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Union of Sales & Marketing
- 1. True Togetherness: The Secret to a Successful Marriage Between Sales and Marketing Lee Levitt Vice President, Strategic Accounts
- 2. Sales and marketing can work together in peace and harmony.
- 3. Here’s the challenge… Market Segmentation Lead Generation Discovery Solution Creation Account Management Negotiation & Close Cross-Sell/Up-Sell Client Opportunity Prospect Suspect
- 4. It starts with lead generation Marketing wants to know which vertical, geography, or segment to target.
- 5. Sales wants to know if the guy in this office has budget and pain to buy his solution this quarter.
- 7. The truth is… You don’t have to. You can and should do both.
- 8. Gartner tells you software spending is up 4.8% in 2010. 30,000 feet:
- 9. CIO Insight tells you virtualization is the largest spending category for large enterprises. 30,000 feet:
- 10. This is good, important information. But if you want to close deals today, you need to know more.
- 11. You also need to know what’s happening at the street level.
- 12. Here’s an example: Targeting a large market
- 13. Situation: Company wanted to target a large market, but 30,000- and 15,000-feet views were too broad; they weren’t sure where to focus Action: BAO surveyed 10,000 companies regarding IT initiatives in the next 6 months: • 91% of the initiatives uncovered existed in 49% of companies • 51% had fewer than three initiatives • 31% had ZERO initiatives
- 14. Why is this important? • They needed to know their market – who was buying their solutions, who wasn’t • They could point sales at accounts that have the highest probability of buying • They learned that the right market roadmap equals an effective lead-gen strategy
- 15. Let’s get more specific: Targeting virtualization
- 16. At street level, you can see the segments that should drive revenue Segment #1 Already virtualized their desktops Segment #2 Going to virtualize desktops Segment #3 No plans to virtualize desktops
- 17. Let’s put it in street-level terms: BAO surveyed 500 companies… • 230 of them have desktop virtualization initiatives in the next 12 months, including: – BB&T – Bausch & Lomb – Ball Corp. – Banner Health • 230 will not be doing desktop virtualization at all • 40 of them have already “completely completed”
- 18. Why is this important? • Sales knew exactly which companies to target • Marketing knew exactly which companies to nurture • Both sales and marketing knew which companies to avoid wasting time and money on
- 19. How do we know this… Let’s step through the process • Look at the total addressable market – For virtualization example, we used enterprises with revenues >$750 million • Develop business rules to identify a Buying Spectrum – ask: – What are we trying to get to? – Whom do we want to go after, and what do we need to know to go after them? – Which companies have budget / initiatives in place to virtualize their desktops? – Which companies haven’t virtualized their desktops but plan to? – Who has already completed desktop virtualization? – Which companies have no plans for desktop virtualization?
- 20. Survey your targets Create a survey based on micro-markets and start calling targets. CAUTION: It is critical that this is done by a vendor- agnostic third party.
- 21. Create an action plan… Segment #2 Already virtualized their desktops ACTION: Active lead generation and nurturing through appointment-setting. Segment #1 Going to virtualize their desktops ACTION: ATTACK, ATTACK, ATTACK! Hot opportunities immediately flagged — high priority on appointment-setting. Segment #3 No plans to virtualize desktops ACTION: Low-cost nurturing campaigns BAO typically sets appointments with 70% of the green market and 50% of the yellow market within weeks.
- 22. You can’t find buyers from 30,000 feet alone. To know who’s buying now, you also gotta hit the street.
- 23. A happy sales and marketing marriage… • Means taking both perspectives – 30,000 feet and street level – into account • Requires that you map your market the right way • Gets you to exactly the companies you want to target • Drives pipeline – and revenue – faster than you ever thought possible