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Sales Marketing Alignment
Think of a 3 legged stool. Buyers Journey, Messaging, Common Road Map
Curated by Ken Jondahl
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How to be Effective in Sales Using a 3 Legged Approach

How to be Effective in Sales Using a 3 Legged Approach | Sales Marketing Alignment | Scoop.it

To be more effective in sales the team needs to have a stable foundation to handle the ups and downs of the marketplace.

 

Based on studies by Aberdeen, the best of breed are improving upon 3 main areas to align sales and marketing and are achieving sales increases of 20% year over year.

 

1 A common language

2 How customers buy their products and services

3 A common sales method

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Consultative Selling Allows the Buyer and Seller to Act as Partners - Building a Bridge to Profitability

Consultative Selling Allows the Buyer and Seller to Act as Partners - Building a Bridge to Profitability | Sales Marketing Alignment | Scoop.it

"As I have said on numerous occasions, sales success to-day demands a radical shift from the ‘peddler’ mentality of merely demonstrating products and expanding on their features."

"It requires treating the customer as a participant. More often than not, a ‘flashy’ sales presentation alone alienates rather than persuades." - Jonathan Farrignton

The best salespeople regard the sales call as a two-way conversation – not a one sided pitch.


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What is Consultative Selling?

What is Consultative Selling? | Sales Marketing Alignment | Scoop.it

Do you think you sell consultatively?

Current data shows that on average, salespeople possess only 21% of the attributes of this competency.

The best 6% of salespeople have it in abundance. Of the top 26% only a few posses this sales skill. The lowest 74% barely even register on the charts.

Companies whose salespeople emphasize presenting, conducting demos, proposing, quoting and chasing business for months thereafter have very few salesman that possess the attributes of consultative selling..


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Rescooped by Ken Jondahl from Customer Experience | The How not the Why
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Consultative Selling – Stop Throwing Mud Against The Wall!

Consultative Selling – Stop Throwing Mud Against The Wall! | Sales Marketing Alignment | Scoop.it

To truly get to the heart and mind of your customers make sure the message is personalized to the end users’ exact wants and needs.

 


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Leveraging Content at the Middle of the Funnel

Eisenberg: What Are Your Best Practices for Using  Content Successfully at the Middle of the Funnel? The year of 2012 for DocuSign was around sales and  marketing alignment, implementing industry best practices, and building out our  content and demand generation engine."

 

"Our sales and marketing partnership was not only to provide the sales enablement content, such as messaging, whitepapers, case studies, sales decks, PR overhead, ROI calculator, marketing  email content, bi-weekly sales flash of marketing demand generation, but also a nurture system leveraging this content that would:"

 

Align sales cycle with buy cycle

Reduce “lead wastage” – plug the leak!

Notify sales when prospect exhibits “ready to buy” signals

Move from trial to buy

Cultivate prospects with longer term buying horizons

Align resources to lead value.

 

Read more: http://www.business2community.com/content-marketing/leveraging-content-at-the-middle-of-the-funnel-6-best-practices-from-docusigns-meagen-eisenberg-0379388

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Join The 1% And Become A Content Creator to Help Align Sales and Marketing

Join The 1% And Become A Content Creator to Help Align Sales and Marketing | Sales Marketing Alignment | Scoop.it

"Content and “becoming a publisher” is a huge challenge for businesses today. Especially in B2B, where many of our employees are stuck on the notion that our products are so complex and our sales cycles are so long that we have to spend a majority of our time and resources explaining why we are better."

 

"Most B2B Marketing folks continue to spend their time and money defining all the details of our solutions and imploring our prospects to chose us."

 

"But today, we know that our buyers are educating themselves. They turn to the internet and their social networks to find answers to the questions they have and to find solutions to their biggest problems." by Michael Brenner

Ken Jondahl's insight:

To help align sales and marketing requires a common language around the buy sell cycle, but more importantly. A common language with your prospects and customers.

 

The common language to be used is your content. Think about it this way. Why would a prospect care about how great your product and/or company is if they have no clue how it is supposed to help them satisfy their needs?

 

It is no longer about "what the product is". It is all about "what the product can achieve." Prospects and customers want to know how to use your products and services to improve thier businesses.

 

The right time will come when a prospect needs to know details around the products. However, this is not in the top of the sales funnel when most customers today are doing their own research to determine what "may" help them satsify their compelling needs.

 

By creating and using content in your customers language using standard market/industry terminology, this will help marketing and sales be viewed as knowledgeable people in their industry.

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Virtual Conversations with Customers - The Challenges

Virtual Conversations with Customers - The Challenges | Sales Marketing Alignment | Scoop.it

The survey is based on 600+ marketing and sales professionals who work in complex, B2B selling environments.

Focused on the challenges companies face while working to better align their sales and marketing to differentiate their solution in an increasingly commoditized marketplace.


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The Power Behind Consultative Selling

Why do some people excel in selling products or services while others, fall short of meeting sales goals?

For some, it is their clients' problems and needs, not their own products, which are the most pressing concern.


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14 Articles Curated for CMO's: Align Sales Marketing, Customer Focus, Silo's

"A couple weeks ago I wrote a post “The Myth that Marketing Automation Reveals Buyers’ Journeys” that explained there was increasing consensus ...about changes in the buyer’s journey and the mandate for vendors to adapt to those changes in order to grow."

 

"Consolidating the research in one place demonstrates the flood of voices urging vendors to align with the customer, break down silos and bridge marketing and sales departments." by Christine Crandell

 

A collection of 14 articles, read more: http://www.customerthink.com/blog

Ken Jondahl's insight:

The 14 articles are grouped by 3 main categories:

 

1 Customer Centricity

 

2 Marketing and Sales Alignment

 

3 Breaking Down Silos

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