Integration Agreement
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Agreement between VP Marketing and VP Sales. Making this change in mindset can make a big difference in how these two silos will get along
![Copyright Mike Bosworth Leadership 2017
Integration = Agreement
I had an ‘ah-ha’ moment recently when I was discussing the subject of “integrating”
Tactical Marketing with Sales.
[Tactical marketing – creating demand for today’s products and services TODAY.]
Virtually every customer I have had over the years (Solution Selling, CCS and Story
Seekers) seems to struggle with getting these two silos to sing from the same hymnal.
Then it hit me, the word “integrate” is much of the problem. Most people think
integrate is an IT term and they begin thinking about what “systems” feed into what.
What if we change the word Integrate to “Agreement?”
Agreement between the VP Marketing and the VP Sales. Making this change in
mindset can make a big difference in how these two silos will get along.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Integration Agreement
- 1. Copyright Mike Bosworth Leadership 2017 Integration = Agreement
- 2. Copyright Mike Bosworth Leadership 2017 Integration = Agreement I had an ‘ah-ha’ moment recently when I was discussing the subject of “integrating” Tactical Marketing with Sales. [Tactical marketing – creating demand for today’s products and services TODAY.] Virtually every customer I have had over the years (Solution Selling, CCS and Story Seekers) seems to struggle with getting these two silos to sing from the same hymnal. Then it hit me, the word “integrate” is much of the problem. Most people think integrate is an IT term and they begin thinking about what “systems” feed into what. What if we change the word Integrate to “Agreement?” Agreement between the VP Marketing and the VP Sales. Making this change in mindset can make a big difference in how these two silos will get along.
- 3. Copyright Mike Bosworth Leadership 2017 Integration = Agreement Agreement on targeted buyer personas Agreement on customer hero marketing Agreement on the stages of our customer buy cycle Agreement on the use of technology Agreement on how we do product training Agreement on the definition of a qualified lead Agreement on why they should be looking at us Agreement on facilitating the customer experience
- 4. Copyright Mike Bosworth Leadership 2017 Typical B2B Customer Buy Cycle Most selling organizations are concerned with their “sale cycle” or their “selling steps.” The root cause of so many sales organizations not achieving desired business results is the behavior of their sellers is out of synch with the way their customers want to buy. What if we decide we want to facilitate our customer’s buy cycle; their buying experience? I am giving an example of a typical B2B customer buy cycle. Your customer buy cycle(s) can be customized for specific organizations, product lines, market penetration, etc.
- 5. Copyright Mike Bosworth Leadership 2017 Typical B2B Customer Buy Cycle Time Trust&Interest H Not looking Willing to be tended Hope for a Solution Peer curiosity Proof of Buying Vision Buying Vision Seller “gets” me Timing Return/Budget Authority to buy Peer envy Share Buying Vision
- 6. Copyright Mike Bosworth Leadership 2017 What is a “Qualified” Lead? The primary ‘touch point’ between Marketing and Sales is the LEAD. On this slide I offer you a definition of a “Qualified Lead” that many B2B sales organizations are using as for the handoff from marketing to sales, or from inside sales to outside sales. A named targeted buying persona is curious how we helped a peer job title achieve a goal or solve a problem. Example: “The CMO of a large electronics company is CURIOUS how we were able to help another CMO create a repository of demand creation stories” This is a lead every salesperson will follow up on.
- 7. Copyright Mike Bosworth Leadership 2017 What is a “Qualified” Lead? A named targeted buying persona is curious how we helped a peer job title achieve a goal or solve a problem
- 8. Copyright Mike Bosworth Leadership 2017 Trust-Driven Pipeline Milestones If our organization can shift its mindset from “our sell cycle” to our customers Buy Cycle, then the next logical step is to change our pipeline milestones. Trust-Driven pipeline milestones follow our customers buy cycle and many of these pipeline steps are public displays of trust by our buyer. Each time we achieve another public display of trust, the probability of closing that piece of business goes up!
- 9. Copyright Mike Bosworth Leadership 2017 Trust-Driven Pipeline Milestones • Not looking • Curious about a specific situation - “tell me more…” • Willing to share story – situation, goals, problems (PDT) • Willing to share constraints and visualize potential solutions (PDT) • Willing to involve all key players necessary (PDT) • Willing to share personal information (PDT) • Has satisfactory proof of potential solution • Willing to share value of the potential solution (PDT) • Understands implementation and responsibilities • Volunteers to buy at pre-proposal review (PDT) • Acts with urgency
Notas del editor
- Agreement between CMO & CSO Topic: How companies struggle to integrate marketing with Sales,how technology gets in the way, and how to simplify and align! In so many companies, CMOs trying to automate out of a relationship with VPSs
- This B2B EXAMPLE should be customized for specific organization, product lines needs, market penetration Primary use of technology we see is moving buyers from not looking to looking (buyer persons, story repositories, targeted outbound curiosity offers, etc.) PREREQUISITE for technology enhanced demand creation are defined, located buyer personas where we have a Customer Hero Story to offer IF they are curious. “We believe you are a CMO. If so, we would like to share a CMO story with you” – Let their peer curiosity cause them to ask to hear the story. Technology can also enhance…. (discuss other potential steps that technology could enhance) BOTH outside and inside sales must begin relationship with peer curiosity by the buyer.
- This definition seems to be the best one we have found that both sales and marketing can agree to. “The CMO of a large network company is CURIOUS how we were able to help another CMO create a repository of demand creation stories”
- PDT = Public Display of Trust If we become conscious of trust we can begin to note when our customers demonstrate that they trust us. The only thing ALL competing vendors get is the REQUIREMENTS. Every PDT on this page demonstrates that the buyer TRUSTS the seller. We help our clients modify their Salesforce.com pipeline milestones. Can each of these steps me observed? Can they be verified? How? We recommend first-line sales managers INSPECT the written correspondence between their sellers and their prospects, looking for these public displays of trust. The more demonstrated trust, the higher the probability of closing.