This presentation is from Silicon Halton Meetup 120: Marketing and Selling Technology, which took place on March 10, 2020. Learn from sales and marketing experts the stages of prospect development and the tactics and strategies to be considered at each stage. Marketing and Sales are the secret intelligence agency in your business!

1. Meetup #120
Marketing & Selling Technology

2. Agenda
7:00 PM
Welcome
7:15 PM
Team Presentation
8:30 PM
Silicon Halton and Tech Under Twenty
Updates and Open Floor
8:45 PM
Networking

3. People
power the
Silicon Halton
community
Interested in
contributing time to
grow the
community and
grow your business
network?

4. SPONSORS

5. Main Event!

6. Meetup #120: Marketing & Selling Technology (or
anything else)
Your mission, should you choose to accept it.

7. This Message
Will Self Destruct
in 1 Minute…
Marketing & Sales combine to form the Central Intelligence Agency
for any business.
This elite team will contribute not only to revenue growth, but the
development of deeper relationships with clients, supplies, media
and other partners, the attraction of top level talent and the
tactical development of your products and services.
Tonight, we will take a deeper look at the roles and how they work
together through the buyers journey…Let’s meet the team!

8. Karen Kelly
Code Name: K2
Specialties:
K2 takes a ‘stealth like’ approach to assess her
prospects, observing their industry, market trends and
the potential risks of their current processes.
When she engages with the prospect she uses her
knowledge to make the invisible visible and secretly get
them to see things are not as perfect as they once
thought.
She is empathetic and curious (as spies are not typically
seen as trustworthy) to identify what the prospect
needs in order to get to the next phase - Sharing
insights, managing change management, handling
status quo bias, disarming objections, entering
negotiations and implementing the solution.
Karen Kelly
Managing Partner
K2 Performance Consulting

9. Chris Herbert
Code Name: The Ironman
Specialties:
The Ironman has the ability to innovate solutions that
are customized to specific objectives. Always open to
new technology, trends and processes, he uses his
knowledge to attract and maintain network
relationships that can be utilized for any mission.
The Ironman’s strength is in developing marketing
programs in the Mi6 labs designed to make a super spy
out of any marketer, CEO or teammate. He likes to
tinker with conventional thinking to invent new and
cooler ways to getting things done.
He believes in the power of the team – the collective
knowledge, insights, experience and skills – to take on
any challenge.
Chris Herbert
Managing Partner
Mi6 Agency

10. Sam Reid
Code Name: The Hammer
Specialties:
The Hammer can be used to tear walls down or assist in
building new ones. Before swinging wildly, The
Hammer develops a comprehensive blueprint
supporting the foundation of an organization and
redesigning plans to create improved operational
efficiencies.
He doesn’t leave the job, until the final nails are in,
ensuring the new supports are secure and stable for the
long term.
The Hammer has an affinity for technology that has
resulted in hours spent reading about the next big thing
and things that never were. He is always looking for
ways support growth by optimizing the process.
Sam Reid
Founder
Hammer Consulting

11. Lisa Denis
Code Name: The Lens
Specialties:
The Lens is laser focused on the mission objectives and
actively looking for new ways to provide value to the
team and the prospect.
She is the observer – always looking for synergies and
efficiencies in the mission plan – and new ways to
surprise and delight prospects, team members,
customers and partners.
But, don’t take it for granted. The Lens can harness
resources and create strong frameworks to both amplify
and protect the message, the method and the mission
for long term success.
Lisa Denis
Partner
Mi6 Agency

12. The Mission Parameters
Mission Objectives:
Raise Awareness and Grow Your Business
The Marketing and Sales functions work together to
identify the appropriate targets across the mission -
partners, associates, key assets, target prospects –
then creates a plan to meet the mission objectives.
The mission will typically roll out in 6 stages:
Reconnaissance Elicitation
Cultivation Infiltration
Conversion Handling

13. Reconnaissance
Reconnaissance: A preliminary survey to gain information
= create awareness and identify key accounts and key
targets
Collaboration level is high at this stage – sharing info
between Marketing and Sales – how is the target company
selling today?
The Role of Marketing The Role of Sales
Listening:
• Social and digital channels
• Industry News
• Understanding any
socioeconomic factors that
impact key targets
• Determine the best way to
catch the target’s attention
Awareness:
• Share insights, trends and
best practices
• Teach something – deposit
information
• Attend info sessions,
workshops or meetup
groups

14. Elicitation
Elicitation: To call out or draw forth information = passive
engagement with the key contacts or key account to raise
awareness and further develop the target profile
Collaboration level remains high at this stage – sharing
network contacts – what is their pain point? How are they
solving it?
The Role of Marketing The Role of Sales
Influencing:
• Lists and follows on social
channels
• Deeper understanding of
the business – competitors,
partners, suppliers,
contacts
• Answer, comment, share
content
• SEO and Analytics
Influencing:
• Follows on social channels
• Share tailored POV relevant
to the prospect
• Leverage internal contacts
of the prospect,
understand the company’s
culture and identify key
contacts in the account

15. Cultivation
Cultivation: To seek the society of the target = active
engagement with the key contact or key account to uncover
pains and clarify needs
Marketing efforts will systematize at this stage and leads
are regularly shared with Sales – who is the best person to
speak with? Who are the internal influencers? How and
where are we converting?
The Role of Marketing The Role of Sales
Soft Conversions:
• Creating content to align
with the buying cycle
• Converting on soft and
medium calls to action (eg:
newsletter opt ins)
• Converting the prospect
from marketing qualified to
sales qualified
Introductions:
• Initial introductions and
meetings
• Understand the pain points
and current state
• Uncover all stakeholders
involved
• Qualify to mission
objectives

16. Infiltration
Infiltration: To enter or become established in gradually or
unobtrusively = 1:1 or 1:many exchange of value with the
key contact or key account to further the relationship
Sales begins to lead in this stage, supported by marketing –
What are the hard numbers – costs, revenue, pricing?
Where are the risks? What is the optimal outcome?
The Role of Marketing The Role of Sales
Personalized:
• Personalizing content to
the prospects needs,
industry and objections
(e.g. case studies, white
papers, testimonials)
• Converting the prospect to
the network (e.g. making
soft introductions of value)
• Tailoring events
Building Trust:
• Expand reach within the
account and conduct joint
meetings with all
stakeholders
• Give your advocates
ammunition to assist
• Get deeper on the
challenges, risks and
objections

17. Conversion
Conversion: To bring over from one belief, view, or party to
another = closing the deal with the target, now client
Collaboration between Marketing and Sales is high again at
this stage – Does the prospect have everything they need
to convert and succeed?
The Role of Marketing The Role of Sales
Relationship-building:
• Special attention events
(e.g. box events, exclusive
access)
• Exclusive content (e.g. data
driven content, insights
that help key contacts be
seen as rock stars)
• Mixing clients and
prospects to share
solutions
Setting Expectations:
• Reinforce how pain points
will be resolved
• Align solution and co-
create agreement of the
future state
• Ensure collaboration and
consensus among key
stakeholders
• Highlight the win-win
relationship

18. Handling
Handling: To engage in the buying, selling or distribution of =
supporting the new client to act as an agent for our mission
Collaboration between Marketing and Sales remains high at this
stage – In what other ways can we support our client? How can
they provide additional value to us?
The Role of Marketing The Role of Sales
Account Support:
• Exchanging network
contacts, both within and
outside our area of
expertise
• Raise the client’s profile –
contact and account –
across all channels
• Create co-branded content
around successful
engagement
Measurement:
• Look for opportunities to
take the relationship
deeper and wider
• Confirm emotion and
motivation to create peer
selling model
• Measure all processes,
resources and collateral for
future missions

19. The tactics and processes we have outlined
for our mission form the basis for the
Marketing & Sales Peer2Peer. Part
Mastermind, part training session; each
month we will break down and deep dive on
specific areas, beginning with:
March 25:
Defining you Sales Process
April 29:
Buyer Journey Mapping
May 27:
Defining Targets and Prospecting
June 24:
Network Development & Social Prospecting
Registration Now Open!
Mission
Complete!

20. The 4th Annual TU20 Cup
Theme: Fighting Climate Change with Innovation
Recapping the finals that took place March 7 & 8
at Sheridan College in Oakville

21. Mark Your Calendars

22. March 13| Touchdown Coworking
March 20 | ACE Coworking
April 3 | Milton Education Village and Innovation Centre

23. Topic: Protecting Web Application and API’s with Azure
Application Gateway and Web Application Firewall (WAF)
March 23, 2020 | 7:00 pm – 9:00 pm
Touchdown Coworking, Oakville
Facilitator:
Dave Ashton

24. Topic: Defining Your Sales Process
March 25, 2020 | 7:00 pm – 9:30 pm
Touchdown Coworking, Oakville
Facilitators:
Sam Reid, Karen Kelly,
Chris Herbert, Lisa Denis

25. Topic: Sigfox Low-Power, Wide-Area Network Application
Presenter: Manuel Vera, Sigfox Canada
Friday, April 3, 2019 | 9:00 am to 11:00 am
MEV Innovation Center, Milton
Facilitator:
Jean Nickerson

26. Topic: Uncovering the Unwritten Rules of Business
Presenter: James Good, Enable Education
May TBD| 8:00 am – 11:00 am
MEV Innovation Centre, Milton

27. Open Floor

28. www.siliconhalton.com
linkedin/siliconhalton
@siliconhalton