Many organizations are complaining that they invest a lot in sales and marketing collateral, and that these investments seem a waste of time and money when not used.
When one investigates this further, marketing on one hand claims that the sales people don't know 'when' and 'how' to use the information or support materials that have been developed. Marketing feels that sales are not well prepared, and prefer to use something of their own, even create create new materials all over again.
Sales on the other hand is arguing that marketing deliverables are not serving their needs and that they have to spend a large amount of time to adapt or even develop new materials. By doing so, sales is creating a series of consequences ranging from lack of consistency in messaging and visual identity, duplicate efforts, waste of time, and poor ROI.
More About this Topic |
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| Why 90% of marketing deliverables are not used by sales | Read More |
| What creates disconnects between marketing and sales |
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| Tip 1: Read about The New Rules of Sales Enablement |
Read More |
| Tip 2: How marketing and sales proces need to map to the buyers journey |
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| Join us at our June 28th executive lunch and panel discussion on this topic |
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SiriusDecisions reports that the average company now spends over $43K on marketing content and sales tools per salesperson per year. Yet, despite such enormous investments, results are mixed, as the American Marketing Association reports an amazing 90% of marketing deliverables are not used by sales professionals, squandering an estimated $38K per salesperson per year. Also based on survey issued by the Palo Alto, Calif.-based CMO Council, salespeople consider up to 90% of marketing-generated collateral useless.
Want to learn and see results of a Forrester Research survey asking sales leaders to see what they thought of marketers in their company, and asking them to rank them on a one-to-five scale. To access article click here
Read the Article called 'Made for each other' by By Elisabeth A. Sullivan. Click here to access article.
Don't hesitate to contact us to see how we can help increase the adoption of sales of marketing outputs, as well as help build a well aligned sales and marketing team. Contact us .
This stunning disconnect between marketing & sales perspectives is largely due to the fact that the two parties use their own concept of what they should do for or present to the customer. They are both thinking as ‘sellers' - what do we think we need to convince the buyer of - and they forget to fundamentally consider what the buyer wants and needs to hear, at each contact and every stage of the process.
Being better at producing the right marketing tactics that are useful for the sales teams starts with developing a joint concept of what the customer expects. But that's easier said than done, as above statistic have shamefully demonstrated.
How can a company, and both marketing and sales teams, better understand what the customer actually expects in every step of the engagement process? Minds&More points out some interesting reading and invites you to a 2 hour workshop to further review this topic.
Don't hesitate to contact us to see how we can help increase the adoption of sales of marketing outputs, as well as help build a well aligned sales and marketing team. Contact us .
This Jeff Ernst, the author of The New Rules of Sales Enablement, elaborates on the concept of how a company can ensure that sales people can have valuable conversations that help buyers advance through their buying process.
Sales enablement focuses on everything a company needs to do to make sure sales people are properly armed with the right knowledge, specific to the current selling situation, at the right time, in the right place and tailored to the needs of the buyer. Please click here to read more on the rules of sales enablement.
To review the e-book presentation click here
Don't hesitate to contact us to see how we can help increase the adoption of sales of marketing outputs, as well as help build a well aligned sales and marketing team. Contact us .
Hughes McFarlane, the founder of MathMarketing and a business partner of Minds&More, elaborates on the topic of understanding the buyer's journey. In business, buyers take many steps. Buying is a complex, cognitive journey: first buyers are happy (even complacent), then they are not, then they need something, then they are evaluating, and finally they are deciding. But there is a critical and often ignored stage in this journey: it is the moment where the buyer acknowledges that they have a gap.
If buyers recognize they have a gap, then they become open to hearing a solution that is geared to address this gap. Managing this stage well makes the difference between buyers who spend time and buyers who spend money. The job of marketing and sales is to move buyers through their journey; so marketers & sales people need a clear view of what that journey looks like for their targeted buyers. Click on the video below to hear more on this subject.
Don't hesitate to contact us to see how we can help increase the adoption of sales of marketing outputs, as well as help build a well aligned sales and marketing team. Contact us .
Ensure sales and marketing are effective
