I briefly summarize tactical and strategic marketing and their inherent tension, then evaluate traditional and emerging new alternatives in the sales development process, focusing on strategic marketing control and coordination. From this presentation, you should better understand how to optimize the coordination of sales performance with a strategic marketing plan. 

1. Aligning Tactical and Strategic
Marketing Execution
David Mayes
Lecturer
Faculty of Management
University of British Columbia
david.mayes@ubc.ca
http://mayo615.com
©David Mayes

2. MY GOAL : I will briefly summarize tactical and strategic marketing, then
evaluate alternatives in the generation and conversion of qualified
leads, focusing on the strategic marketing control function.
When I conclude, you should better understand how to optimize the
coordination of sales performance with a strategic marketing plan.
7/7/2013 ©David Mayes 2

3. Topics
• The Tactical and Strategic Marketing Context
• Sales Development Techniques Evaluated
– Traditional: Print Advertising and Trade Shows
– Going Mainstream: Web/SEO/Blogs/Social Media
– Rapidly Emerging: Big Data Marketing & Analytics
• Summary
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4. Marketing wants ”Mr. Right,” but Sales wants ”Mr. Right Now.”
- Unknown
The Sales and Marketing Conundrum
What are some of the common symptoms of this?
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5. Score
MARKETING OPERATIONAL CONTROL PROCESS
Handoff
Detailed
prospect
information
Evaluate post-sale
With Marketing
Capture
Initial prospect
contact
Nurture
Building
relationship &
and trust
Score
Prioritization
of effort
Strategic alignment: Customer
Resource Mgmt., Win/Loss,
Revenue Performance Mgmt.,
The
Critical
Role of
Corporate
Culture
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6. sa
STRATEGIES
The roadmap
STRATEGIC PLANNING & CONTROL PROCESS
The right sales
performance
measurements
The right sales
results at the right
time
Specific
objectives
for all groups
in the
company.
Strategic
Long-range
planning
process
involves the
entire
organziation.
Strategic
control points
with sales
management
©David Mayes 67/7/2013

7. Operational Control
• Account Management
• Pricing
•Customer Resource
Management
• Social media management
• Big Data analytics
•Revenue Performance
Mgmt. (link to CRM)
• Win/Loss Analysis
Strategic Control
•Strategic Long Range Plan
(SLRP)
• Critical Success Factors
• Current State Analysis
• ROI
• SLRP Review & Revision
• Corporate Culture
• Objectives by group and
indvidual
MARKETING CONTROL METHODS AND TOOLS:
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Control Flow

8. Sales Development Techniques Evaluated:
Traditional
• Print Advertising:
– 2012: Online advertising surpasses print advertising
– Print forecast grim through 2016 (Deloitte)
– Highly targeted print still viable but difficult to manage, ROI in decline
– Strategic control recommendation: CAUTION, CAREFUL MONITORING
• Trade Shows:
– Strong historical ROI, but B2B/B2C business culture changing rapidly
– Tight budgets, growth of online: trade show value models shifting
– “Las Vegas CES” life cycle syndrome evident in many trade show markets
– Strategic control recommendation: LESS IS MORE
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9. Sales Development Techniques Evaluated:
Going Mainstream
• Web/Search Engine Optimization/Blogs/Social Media Marketing
– Website no longer sufficient: holistic online presence a necessary strategy
– Small business lagging med./large business in online adoption
– Mobile Internet usage to overtake PC by 2014 (Microsoft)
– Location-based services (LBS) online ad spending to grow to $18B by 2016
– 70% of households now use the Internet for local products and services
– The future is NOW in Hong Kong and Seoul
– Hootsuite, Google Analytics, explosive growth of Web tools:
• Rapid market insight, adaptation, responsiveness to customers/prospects
– Strategic control recommendation: LONG TERM INVESTMENT PLAN
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10. Sales Development Techniques Evaluated:
Rapidly Emerging
• “Big Data” Customer Marketing & Market Analytics:
– “Zettabytes”: more data collected on us in last 2 years than all previous years.
– Big Data analogous to the solution of “Chaos”: simple patterns amid masses of
apparently meaningless unstructured data
– Big Data market growth from $18.1 Billion 2013 to $47 Billion by 2017 (ClickZ)
– Example: Target using Big Data to pinpoint new pregnant mothers for sales
promotions
– Example: Netflix “recommendations” use 1/3 of all data consumed (Mashable)
– Small business solutions growing: Google BigQuery, AdWords (Forbes)
– Competitive advantage requires resources and a clear strategy
– Strategic control recommendation: INVEST NOW REVIEW QUARTERLY
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11. Tactical and Strategic Marketing Tension Needs to be Defused
• The critical role of corporate culture in enabling strategic control
• Operational control enables strategic control
Traditional Sales Development Methods In Flux
• Print advertising undergoing massive decline and change
• Trade show market redefining itself to deal with new realities
Total Online Presence Is The New Sales & Marketing Benchmark
• Velocity of change to a Web-based marketing world demands action
• Instant insight, adaptability, responsiveness to customers and prospects
Big Data Is Transforming How We Live, Work and Think
• Customer prospect targeting entering a new dimension
• Tools already available for businesses large and small
SUMMARY POINTS
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12. Suggested Reading
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Mayer-Schonberger, A. & Cukier, K. (2013). Big Data: A Revolution That Will
Transform How We Live, Work, and Think. New York: Houghton Mifflin Harcourt.
Weinberg, M. (2013). New Sales Simplified. New York: American Marketing Assn.
Drummond, G. & Ensor, J., Ashford, R. (2008). Strategic Marketing – Planning
and Control. United Kingdom: Chartered Institute of Marketing.