Secrets to

Maximizing Your

Marketing ROI: Aligning Sales & Marketing

Stephen N. Davis
Partnering With Clients to Drive Sustainable Profitable Growth

John Wanamaker

Half the money I spend on advertising is wasted, and the trouble is, I dont know which half.

2000 - 2011 CXO Advisory Group

Your Most Critical Pieces for Revenue Growth Sales

Marketing
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Your Marketing Leads S*CK!!!

2000 - 2011 CXO Advisory Group

We Send Qualified Leads To Sales & They Fall into a Black Hole
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Sales Sells Product to the Wrong People!

2000 - 2011 CXO Advisory Group

90%
% Of Marketing Materials UNUSED BY SALES
Source: AMA
2000 - 2011 CXO Advisory Group

Marketing Doesnt Provide What We NEED!!

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Sales Doesnt Have a Clue About BRANDING!

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I Cant Believe Sales Asked that Question. Its in the Literature!

2000 - 2011 CXO Advisory Group

Sales Spends

40%
Of Their Time Creating Their Own Marketing Materials
Source: CMO Council
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10 Min/Week Additional Selling Time

= $57,000
Additional Revenue Per Year
Source: IDC Sales Enablement Research
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Marketing Doesnt Involve Sales in its Planning!

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Sales Doesnt Provide ANY Feedback!

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The Real Secret to Maximizing Marketing ROI

Aligning Sales & Marketing

2000 - 2011 CXO Advisory Group

8%
Of Corporations Report TIGHT ALIGNMENT Between Sales & Marketing
Source: Forrester
2000 - 2011 CXO Advisory Group

Better Aligned = More Business

5.4%
Faster Growth on Year-to-Year Basis Than Competition
Source: MarketingProfs
2000 - 2011 CXO Advisory Group

Better Aligned = More Business

38%
Better at Closing Proposals than Non-Aligned Competition
Source: MarketingProfs
2000 - 2011 CXO Advisory Group

Better Aligned = More Business

36%
Less Churn of Their Customers To Competition
Source: MarketingProfs
2000 - 2011 CXO Advisory Group

Typical Marketing Meeting

2000 - 2011 CXO Advisory Group

Marketing and Sales look at the world through different lenses

2000 - 2011 CXO Advisory Group

Marketing Looks For Mr. Right

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Sales Wants Mr. RightNOW

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When Their Isnt A Common Profile

You End Up With

2000 - 2011 CXO Advisory Group

It Starts With Communication

Attend each others staff meetings Marketing needs to get into the field with sales

Speaking to customers Watching Demos Listening to presentations

2000 - 2011 CXO Advisory Group

Marketing & Sales Should Jointly Define a Sales-Ready Lead!

2000 - 2011 CXO Advisory Group

Develop a Common Buyers Profile

Who is your ideal customer? Who is typically the key decision maker? How do they make their decisions? Where do they collect their information to make a decision? What are their critical business issues? What is their buying process? What is the Sales Cycle? What are the trigger events

2000 - 2011 CXO Advisory Group

Score Your Leads

2000 - 2011 CXO Advisory Group

Lead Scoring For Better Allocation of Resources

Ranks one prospect vs another Unbiased way to determine which department should focus prospect Identifies Sales-Ready Prospects Helps tune your ideal buyer profile

2000 - 2011 CXO Advisory Group

Lead Definitions Impact Marketing Effectiveness

75% 80% 70%
Current Percentage

60% 50% 40% 30% 20% 10% 0%

Return on Marleting Investment Companies Supporting Common Lead Definition All Others

25%

Source: Aberdeen Group 2010

2000 - 2011 CXO Advisory Group

Lead Definitions Impact Sales Effectiveness

18%
Year Over Year Change

16.5% 12.7% 10.5%

16% 14% 12% 10% 8% 6% 4% 2% 0%

Bid-to-Win Ratio Time To Close Return on Marketing Investment Lead to Sales Conversion

4.9% 3.0% 1.3% 3.2% 0.2%

Companies Supporting Common Lead Definition

All Others

Source: Aberdeen Group 2010

2000 - 2011 CXO Advisory Group

Agree on a Lead Management System

New Lead
Registered Lead Lead Nurturing

2000 - 2011 CXO Advisory Group

Buying Cycle

Phone Ready Lead TeleQualify Leads

Sales-Validate Lead

Demo/Meet/Proposal
Enter Sales Forecast Closed Deals

Agree on When to Hand of to Sales

New Lead
Registered Lead Lead Nurturing

2000 - 2011 CXO Advisory Group

Buying Cycle

Phone Ready Lead TeleQualify Leads

Sales-Validate Lead

Hand Off to Sales

Demo/Meet/Proposal
Enter Sales Forecast Closed Deals

Agree on Buying Cycle - Relevant Tools

2000 - 2011 CXO Advisory Group

Automate & Track

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Measure

Marketing on Its Contribution to Revenue

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FeedBack From Sales

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Analyze Feedback on Quality of Tools/Leads

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Improve Your Tools

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Everybody Wins

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Questions

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Driving Profitable Growth

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Driving Profitable Growth

We help companies optimize business development and marketing; accelerate sales; and seize the most attractive growth opportunities.

2000 - 2011 CXO Advisory Group

The CXO Advisory Group

CXO Advisory Group is a strategic operations advisory and management firm comprised of proven C-level executives with both breadth and depth of experience.
CXO Advisory Group Team members have achieved success in positions ranging from: President/CEO to COO, and VPs of Sales, Marketing, Corporate Development and Human Resources.

Has proven success in business development and in building US sales and distribution channels

2000 - 2011 CXO Advisory Group

How Can CXO Help You?

Business Strategy Services

Audit business practices and organization Evaluate product and pricing strategies Evaluate effectiveness of sales channel Assess effectiveness of existing sales and marketing programs Analyze competitive landscape Market launch strategy and plan Channel strategy and programs Establish sales channels Generate sales and manage relationships Identify and develop strategic partnerships

Market Entry Program

2000 - 2011 CXO Advisory Group

How Can CXO Help You?

Sales Channel Management

Review and revise sales channel strategies Channel partner identification, prospecting and recruitment Eliminate channel conflict Channel contract development and negotiation Interim CEO, COO, CMO, CSO Interim VP of Sales and Marketing Consultant on staff Launch team coaches

Interim Management Resources

2000 - 2011 CXO Advisory Group

How Can CXO Help You?

Venture Advisory Services

Fine tune operations, business strategy and market entry Assist with due diligence Strategic business assessment of portfolio companies

2000 - 2011 CXO Advisory Group

Contact Information:

Stephen Davis
Interim COO/VP Sales & Marketing | Business Consultant | Sales Channel and Business Development Expert | Author & Speaker

Partnering With Clients to Drive Sustainable Profitable Growth

Phone: Email: Website: Linkedin: Twitter: (508) 528-7571 sdavis@cxoadvisorygroup.com www.cxoadvisorygroup.com www.linkedin.com/in/stephendavis twitter.com/stephendaviscxo