Sales and Marketing Execution

1. Sales and Marketing Execution Jill Mason-Miller President, Invision Strategies

3. Strategy without execution

4. Execution • … the carrying out or putting into effect of a plan, order, or course of action. • synonyms: implementation, accomplishment, bringing off/about, engineering, attainment, realization

5. Why don’t companies execute well? • It requires an understanding of how things ACTUALLY get done • It requires a plan or process • It requires an unwavering commitment to the plan • It is not always as fun • It is often routine and less about new thinking “there’s another shiny penny!”

6. Sales execution

7. Tribal knowledge

8. Why is sales execution more difficult? • Don’t really know the customer – who they are, why they buy, what they think • Don’t have a process • Don’t have anything except a budget with goals • Fear of fallout, losing something, making a bad decision … • Ego • Structure – channel, compensation, management support

9. Sales success formula This sets you up for… Success over here

10. Execution

11. Market research, analysis, and segmentation • Non-negotiable - Understand where the market is today and where it's headed (Research and analysis) Make the investment to do the research and analysis with credible sources. No short-cuts! • Segments and target markets identified • Segments and target markets prioritized • Validation (Piloting if possible) • Memorialize segments and target markets • Marketing and Sales Alignment • Definitions agreed upon – what is a qualified and unqualified lead? • Support and tools needed • Who will do what?

12. Execution

13. Marketing Operations/ Administration Management Sales/BD

14. Touch plan A “Touch/Contact Plan” is a well thought out, scheduled plan of how an organization will approach its target market • Agreed to by marketing, business development, and client management • Marries strategy with tactics • Proactive, results-focused usage of touch tools • Linked into CRM technology

15. Smart strategy: Touch-contact plan

16. Touch plan logic Appropriate frequency of creative, valuable, and consistent contact will drive positive behavior, i.e., client growth, client acquisition, referrals, etc.

17. Execution

18. Sales structure

19. Sales channel • Inside • Outside • Lead generation/Biz development • Direct – on and off-line • Management

20. Sales process • Finding new – prospecting • Client engagement • Service • Planning

22. Execution: Your people "You need to change people's behavior so that they produce results.” Larry Bossidy & Ram Charan

23. Sales process development • Training • Tools • Compensation

25. Execution

26. Getting it done Accountability is the acknowledgment and assumption of responsibility for actions, decisions, and goals … It is the willingness and obligation to report, explain, and be answerable for resulting consequences.

27. Management accountability • Sales management protocols – Activities and behaviors • Talent acquisition • Onboarding leadership and coaching – Developing great sales and service people • Job descriptions - Performance reviews • Sales management tools • Systems i.e., CRM • Deal innovation

28. Execution

29. Perfect harmonysales success formula

30. Strategy without execution