Marketing and Sales Coming Together

Most of the executives I speak with are unhappy with their efforts to get marketing and sales on the same page. Intuitively, they know how important it is. Heretofore it is difficult to measure the real "costs" of not closing the GAP.

New SiriusDecisions research indicates that companies that are able to report closed-loop metrics on their sales and marketing integration efforts have demonstrated more than 20 percent higher revenue and profit growth over a three-year period vs. those companies that cannot.

Now that is what I call closing the GAP!

So, take the words of William Penn to heart when he said "Humility and knowledge in poor clothes excel pride and ignorance in costly attire." Put thy differences aside and build a bridge between marketing and sales and soon your customers will follow.

Does this still work in 2009?

Recently I read a post about how to "sell to the C-level". Here it is with some words changed to protect the author's identity.

"Hello Ed, this is XXXXXXXX with YYYYYY. Ed, I just saw a news article come across the wire that mentioned your new product release of the XYMHY banana security software. On May 24th we're holding an online Banana Summit which is a day of back to back webcasts from thought leaders and niche solution providers from around the country. I was calling to see if you'd be interested in showcasing this product at that event. **Now the customer engages and begins to ask questions ******
The cost is $7500 for a sponsorship spot."

Does this still resonate with buyers?

Stop Selling and Start Engaging

Curious if anyone has used a simple "scripted" outline for making an introductory call on a "C-level" executive where you are reasonably sure there is an opportunity to help solve a business problem worth solving. (I consider the outline to minimally include: 1) Pre call preparation, 2) Making the introductory appointment, 3) Framing what you do/say in front of the client to OPEN the conversation to show value and 4) Closing for the next action.)

The goals are: 1) qualify 2) build value in "me" and my company enough to be asked back for a second meeting if qualified. Sales Leaders tell me that when they are brought in on calls with their reps, they use this to immediately engage with the client and refrain from "selling" their solution up front.

Buyer and Seller BEWARE!

All too often I hear from sales people that the buyer (under a tremendous amount of time pressure) forces the seller to "show me your solution".

We in sales are partly to blame. With all the "SOLUTION and CONSULTATIVE selling training, we are taught to sell "everything in the warehouse because that proves we "have the total package".

Especially in a highly commoditized market space like computers, networks, storage, security, etc., sellers must be prepared to ask the buyer to "slow down". Of course, you ask, "How?".

I do not make a practice of this, but I will give you the answer here:
http://www.knowledge-advantage.com/podcast/napkin/

ENJOY!