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Explore innovative approaches to aligning marketing and sales, learn four effective strategies for empowering sales teams, and redefine sales support based on customer understanding in this informative webinar.
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WEBINARFour New Ways To Think About Aligning Marketing And Sales Laura Ramos, Vice President, Principal Analyst @lauraramos June 24, 2015. Call in at 10:55 a.m. Eastern time
In most organizations, alignment between sales and marketing remains a challenge.
Agenda • Why do we need a new approach to sales enablement? • Four ways marketers can better enable sales • Redefine sales support around customer understanding
An age-old marketing and sales story . . . Source: October 2006, “Improving Lead To Management” Forrester report
And makes us more effective . . . . . . but alignment is lower priority. Source: August 19, 2014, “CMOs Must Prepare For Lead-To-Revenue Investments Now” Forrester report
50%want vendors who “understand my business, culture.”45%want help “realizing my end result.”
Marketing must create influence earlier MESSAGES AND CONTENT MUST SHAPE DECISIONS LONG BEFORE PURCHASE Buyer’s information gathering Sales contact
True alignment remains elusive Share demand creation goals — but metrics are different. Marketing looks at segments, sales at accounts, titles, and names. Operate on different schedules
Agenda • Why do we need a new approach to sales enablement? • Four ways marketers can better enable sales • Redefine sales support around customer understanding
Today, marketing enables sales pursuit Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO’s Role In Sales Enablement” Forrester report
The pitfalls of myopic pursuit focus $$Lead Time
A new perspective is needed ENGAGE DISCOVER EXPLORE ASK BUY USE Source: May 23, 2013, “A New Path For IT SVM: Bridge The Marketing-Technology Sourcing Gap” Forrester report
Four ways to reinvent sales enablement Move from nurturing leads to creating a shared customer context. Make salespeople the face of your nurturing communications. Create a shared narrative to spark customer conversations. Play a strategic role in ensuring customer success.
No. 1: Lead prospects through a series of coordinated interactions Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO’s Role In Sales Enablement” Forrester report.
NewVoiceMedia uses idio to read its prospects’ minds • Interest profile • Topics of interest • Real-time • Cross-channel • Recommended content • Enables sales conversation • Powers web personalization • Accelerates sales cycle
No. 2: Put sales in a starring role Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey and Forrester’s *Q4 2012 Global Executive Buyer Insight Online Survey 74%of business buyers research work purchases online. 53% find going online superior to interacting with a salesperson. However, buyers select vendors 75%*of the time who turn vision into value.
Nudge makes it easy for sales to nurture contacts and stay in touch
VMware helps sales engage socially via Dynamic Signal and mobile app
Oracle Eloqua uses an extended narrative to help sales engage buyers
Comcast Spotlight marketing streamlined its sales story via Clearslide
No. 4: Invest in post-sale customer success management Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” Forrester report
Citi builds relationships after purchase Harland Clarke found banks that “onboard” have attrition rates 4% to 5% below peers.
Gainsight helps its clients monitor customer health and take action
Payoff: Lifelong engaged customers also deliver multiple benefits to sales Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” Forrester report
Payoff: Lifelong engaged customers also deliver multiple benefits to sales Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO’s Role In Sales Enablement” Forrester report
Agenda • Why do we need a new approach to sales enablement? • Four ways marketers can better enable sales • Redefine sales support around customer understanding
“To succeed, we needed to architect our lead-to-revenue processes to slightly, but positively, impact sales systems. We couldn’t tell sales what to do or make wholesale changes. We first had to show we empathized with their situation and how we could make things just a bit better for them.” — Jascha Kaykas-Wolff, CMO, BitTorrent
Shift from supporting sales activity to sharing buyer understanding How are you fostering customer “obsession”? How are you using marketing data to shed new light on accounts and leads? How are you aligning your processes with sales? How do you measure and celebrate your success?
Marketo personalizes buyer experiences with Captora to help convert demand
Zendesk uses marketing data analytics to accelerate pipeline Problem: wasted effort on low-value deals Find patterns that better predict value. Area of inefficiency
FirstRain helps sales be relevant with account-based insights
Align sales relationship with technology to improve marketing’s impact Source: March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” Forrester report
Recommendations Put the customer at the center of your sales enablement strategy and execution. Invest in customer data analytics and insight. Align with sales around the customer’s digital experience. Use technology and process to create customer engagement at scale.
Selected Forrester research June 15, 2015, “From Big Data To Actionable Insight: The Role Of Predictive Analytics In B2B Marketing” April 9, 2015, “Metrics That Matter For B2B Marketers” March 4, 2015, “From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement” January 30, 2015, “Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level” January 2, 2015, “How Customer Activation Better Wins And Serves Business Buyers” September 29, 2014, “Why Buyers Don't Want To Meet Your Salespeople And What To Do About It”
Laura Ramos +1 650.581.3218 lramos@forrester.com @lauraramos