Part 1 of a 2 part webinar, Sales and Marketing Alignment, Content Capture and Reuse using WittyParrot. Will be of interest to marketers, sales enablement professionals and sales leaders.

1. Welcome
to
Advanced
Marke1ng
Concepts
Sales
and
Marke1ng
Alignment
Webinar,
I’m
Mark
Gibson.
In
this
20
minute
Webinar,
we
will
explain
our
Messaging
Alignment
Methodology
and
demonstrate
how
we
use
WiEyParrot’s
Intelligent
Content
Delivery
plaHorm
to
create
a
messaging
architecture
to
capture
and
maintain
core
value
proposi1on
components
and
to
reuse
them
in
a
variety
of
informa1on
products.
Our
goal
in
working
with
clients
is
messaging
clarity
-­‐-­‐
to
help
companies
to
speak
with
one
voice-­‐
enable
sales,
marke1ng
and
channels
professionals
to
get
more
done
and
spend
less
1me
looking
for
and
modifying
documents
1

2. Can
you
guess
what
these
numbers
relate
to?
2

3. A
company
with
just
10
salespeople,
will
generate
32,000
brand
messages
per
year,
if
each
salesperson
speaks
to
4
buyers,
sends
8
emails,
make
1
presenta1on
and
speaks
to
3
partners
per
day.
3

4. We
interviewed
more
than
50
sales
and
marketing
professionals
over
the
past
2
years
and
we
asked
the
question
“how
clear
is
your
message
on
a
scale
of
1-­‐10”
the
average
response
was
only
5/10
for
clarity
4

5. According
to
Forrester
Research,
90%
of
meetings
salespeople
have
with
buyers
contribute
no
value
from
the
buyers
perspective.
That
is,
Salespeople
cannot
connect
the
buyer’s
challenge
with
their
solution
CLEARLY
-­‐
Fixing
your
Messaging
presents
a
huge
opportunity
to
improve
inbound
lead
flow,
sales
engagement
and
to
qualify
and
close
more
business
5

6. This
Chart
from
analyst
Mirm
CSO
Insights
shows
effectiveness
vs.
effort
in
implementing
various
sales
productivity
initiatives.
Advanced
Marketing
Concepts
sales
and
marketing
alignment
method
and
WittyParrot
combine
sales
messaging,
knowledge
management
and
collaboration
and
they
are
all
relatively
easy
to
do,
inexpensive
and
can
move
the
needle.
6

7. 1.
Differentiation
is
a
big
deal
today,
when
everyone
looks
and
sounds
the
same.
According
to
Sirius
decisions,
the
#1
inhibitor
to
sales
success
is
the
inability
to
communicate
value
in
a
way
that
sets
you
apart
7

8. 1.
Here
is
an
unbeatable
formula
for
differentiation
–
Admarco
can
deliver
all
3
in
WittyParrot
along
with
other
enabling
technology
•
Capturing
the
value
proposition
and
relevant
proof
points
and
delivering
INSIGHT
in
a
way
that
disrupts
status-­‐quo
thinking
is
differentiating
market-­‐leading
companies.
•
RESPONSIVENESS
is
a
huge
differentiator.
If
you
can
respond
to
inbound
leads
inside
5
minutes,
you
will
initiate
20
times
more
conversations
than
your
competitors
who
wait
an
hour
to
respond.
If
you
do
nothing
else,
this
will
grow
your
business.
Responsiveness
also
means
getting
your
email
in
the
buyer’s
inbox
inside
5
minutes
of
your
call
if
you
want
to
get
it
read
and
acted
on.
•
CONTEXT,
is
important.
When
you
do
speak
to
a
buyer
you
need
to
know
how
engaged
they
are,
if
they
are
opening
your
email,
what
Web
pages
they
visited
on
your
Website
and
any
prior
history
with
your
company.
Get
all
three
right
and
you
will
be
in
a
very
select
group
of
the
World’s
best
companies.
8

9. Advanced
Marketing
Concepts
began
as
consultative
sales
training
business
10
years
ago.
We
recognized
immediately
that
without
a
strong
value
proposition
and
effective
messaging
–
sales,
marketing
and
support
groups
would
revert
to
“product
speak”-­‐
talking
about
product
features
instead
of
listening
to
and
engaging
buyers
around
business
issues.
We
began
using
MESSAGING
ARCHITECTURE
in
our
Mirst
engagement
to
capture
and
share
the
value
proposition.
It
starts
with
a
*
Role-­‐based
persona
*
Win
themes
connect
capabilities
to
buyer
needs
*
We
Abstract
Positioning
Pillars
and
Big
Idea
from
the
underlying
win
themes.
9

10. We
have
used
HubSpot’s
Inbound
Marketing
Platform
since
2008
and
understand
the
challenge
of
creating
thought
leading
content.
Content
Creation
templates
help
writers
to
create
great
MARKETING
MESSAGING
copy
for
blogs,
web
pages
and
email
that
is
relevant
to
buyers
needs
and
on
message.
10

11. 1.
Here’s
a
Question-­‐
How
do
you
generate
BRAND
MESSAGING
without
a
clear
value
proposition?
The
answer
is
-­‐
It’s
very
difMicult.
We’ve
all
been
in
lengthy
brainstorming
sessions
to
develop
messaging
-­‐
–that
in
the
cold
light
of
the
next
day
doesn’t
hang
together.
11

12. Messaging
Matters
and
Bottom-­‐up
brand
messaging
works,
but
it
requires
process,
leadership
and
concentrated
effort
and
we
can
help.
Now
lets
revisit
Forrester’s
numbers
9/10
meetings
with
buyers
are
failures.
Salespeople
need
a
strong
value
proposition
to
connect
capabilities
with
buyer’s
needs.
Advanced
Marketing
Concepts
helps
to
create
SALES
READY
MESSAGING
that
differentiates
and
ampliMies
the
brand
message
to
help
companies
speak
with
one
voice
12

13. HOW
to
begin?-­‐
The
Messaging
process
starts
with
a
BRAINSTORM
4-­‐7
people
is
an
ideal
group
consisting
of
thought
leaders,
marketers,
and
1
or
2
top
salespeople
13

14. First
brainstorm
the
BUYER
PERSONA
of
target
buyers,
their
Role,
Goal
Barriers
to
success,
Implications
of
failure,
the
status-­‐quo
constraints
and
Industry
Issues
14

15. Next
we
map
product
win
themes
CAPABILITIES
to
buyer
GOALS.
At
the
intersection
of
needs
and
capabilities
we
have
solutions…
and
a
story.
15

16. Finally
we
put
everything
together
in
a
MESSAGING
ARCHITECTURE
I’m
going
to
show
you
a
completed
Messaging
Architecture
in
WittyParrot.
16

17. To
View
the
Webinar
and
demonstra1on
of
WiEyParrot,
visit
hEp://wiEyparrot.wis1a.com/medias/f9z75ra7jn
17