Business Growth Series

8/14/2019 Business Growth Series

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Business Growth Series

Sales vs.

Marketing

Presented by:

Debra Andrews, Marketri LLC

Sean Galt, Thompson Networks


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SALES VERSUS MARKETING

AGENDA:

SEMINAR GOALS

DEFINING SALES AND MARKETING

AUDIENCE SALES AND MARKETING ASSESSMENT

UNBALANCED SALES / MARKETING EFFORTS

CONSEQUENCES

INTEGRATION OF SALES AND MARKETING

WHY SHOULD THEY WORK TOGETHER?

BEST PRACTICES IN MARKETING

BEST PRACTICES IN SALES

THOMPSON NETWORKS CASE STUDY


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SEMINAR GOALS:

WHAT WOULD YOU LIKE TO GET OUTOF TODAYS SESSION?

Are you satisfied with yourreturn on sales & marketing?

Do you try different marketingtactics and sales and wonder ifany of them are working?

Are you unable to successfullyclose sales appointments?


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DEFINED


In the past, the concept of sales has been anegative one, especially in the world of professional

services.

Many firms think and talk about marketing, but dontconsider the activities required for selling services.

Some firms use sales and marketing interchangeably.


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MARKETING INCLUDES:

Positioning / Differentiation

Strategy (Identifying Target Segments)

Planning

Execution:

Collateral (Print / Electronic)

Campaigns / Tactics

Measurement


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WHAT IS SALES?

Sales is the process of listening, determiningneeds, dealing with objections, asking for theorder, and closing the deal. In most cases, salesinvolves face-to-face meetings.

CLOSING A RED HOTPROSPECT


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SALES INCLUDES:

COLD CALLING (WARM CALLING)

FACE-TO-FACE MEETINGS

PRESENTATIONS

PROPOSALS


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HYBRID ACTIVITIES INCLUDE:

SEMINARS

REFERRAL MEETINGS

DIRECT MAIL

NETWORKING


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DEFINED

HYBRID ACTIVITIES CAN BE CLASSIFIED ASMARKETING AND/OR SALES DEPENDING ONHOW THE TACTIC IS HANDLED.

Direct Mail: This can be a pure marketing activity or itcan be part of the sales process. Direct contact with theprospect is what makes the difference. If you simply maila letter / brochure and wait for someone to call, this ispure MARKETING. If you make follow-up calls to scheduleface-to-face meetings, this is SALES.

BEST RESULT INTEGRATE MARKETING &SALES


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SALES WITHOUT MARKETING IS

like going on a blind date:

The prospect knows little aboutyou.

You have no idea if your

product or service will be agood fit for the prospect.

Are you both wasting yourvaluable time??


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MARKETING WITHOUT SALES IS

like NOT GETTING A DATE:

The perfect customer could beright around the corner. He orshe just doesnt know aboutyou and all the things that you

have to offer.


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WHAT IS YOUR SALES & MARKETING SPLIT?

MARKETING SALES


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WHAT IS YOUR SALES & MARKETING SPLIT?

Do you have an in-house or outsourced marketing

professional?

Do you have an in-house or outsourced salesprofessional?

Do you have an annual marketing plan? Sales plan?

How consistent is your brand: logo, business cards &

papers, print collateral, Web site, promotional products

Do you do advertising?

Do you host at least 2-3 seminars throughout the year?Do you follow-up with non-client seminar attendees?

Do you send out direct mail? Do you follow-up with

phone calls?

Do you write and distribute press releases & regularlypitch the media?

Do you have a brochure?

Do you have customer / prospect newsletters?


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PURE MARKETING

The short-term consequence is high brandawareness but a low return on marketinginvestment.

The long-term consequence is to give up on all

marketing because it isnt working.


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PURE SALES

The short-term consequences are:

Experiencing difficulty in getting theappointment because of low brandawareness.

Going on unqualified appointments

The long-term consequences are:

Consistently losing deals to marketingsavvy competitors

Experiencing a low return on salesinvestment (not meeting goals)


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MARKETING AND SALES ACTIVITIESOVER TIME

TIME

MARKETING SALES

BRANDING

NEWSLETTERS

PR

ADVERTISING

BROCHURES

SALES CALLSPROPOSALS

INSIDE SALES CALLSSEMINARS

REFERRAL MEETINGS

DIRECT MAIL

NETWORKING


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INTEGRATING SALES &

MARKETING

THE CUSTOMER LIFE CYCLE

The appropriate balance between sales andmarketing depends on the customer life cycle. Thefour commonly accepted phases are as follows:

Customer Acquisition

Customer Growth (up-selling / cross-selling)

Customer Loyalty

Customer Reactivation


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INTEGRATING SALES &

MARKETING

NATURE OF PRODUCT / SERVICE SOLUTION

The appropriate balance between sales andmarketing depends on nature of the product /

service solution. The three commonly acceptedtypes are as follows:

Commodity: The product or service iswidely available, has few distinctions, and issold mainly on price and availability features.

Customized: To meet the customers needs,something must be done to the product orservice.

Designed: The product or service needs tobe engineered or designed to meet the

customer needs.


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Best

Practices inMarketing


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COMMON REASONS FOR NOT MARKETING

Marketing is important but noturgent.

We dont dare neglect it, but sinceimmediate results wont follow fromour marketing efforts, its safe to saythat immediate consequences wonteither.

1.


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Marketing forces positioning andfocus.

By avoiding marketing and positioning,we can still carry a half dozen magneticsigns in the trunk, putting the mostappropriate one on the car door for

those sales meetings.

2.


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We can hardly handle the amount ofwork we already have.

Marketing is as much about control as itis about growth. In other words,marketing enables you to attract acertain kind of work, defined asprofitable, enjoyable, etc.

3.


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I dont know how.

Marketing is a discipline that needs to belearned just like finance, accounting &human resources. Lets look at how bestto get marketing resources for yourorganization.

4.


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MARKETING RESOURCES

There are two types of marketing resources: in-house or outsourced. Which resource orcombination of resources is best for your businesswill depend on its industry (competitive situation)size, goals and budget.

In-house:

CMO

MarketingManager

Marketing

Coordinator

GraphicDesigner

Outsourced

MarketingConsultant

AdvertisingAgency

WebDeveloper

Copy Writer


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LEVELS OF MARKETING WHICH DO YOU NEED?

Strategy, Planning,Management

7+ years

Tactics, Execution

3-6 years

Tactics,Administration

0-2 years

CMO; V.P. orDirector ofMarketing

MarketingManager

MarketingCoordinator;Administrator

Educatedin

Business


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Web Designer;

Programmer

Creative Director;

Graphic Designer

Search Engine

Marketing

Educated inGraphics,

Art, DesignEducated WebDevelopment;

Programming; Design

LEVELS OF MARKETING WHICH DO YOU NEED?


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MARKETING BEST

PRACTICES

BASIC MARKETING PRINCIPALS

Segmentation

Differentiation

Implementation


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MARKETING BEST

PRACTICES


A pretty brochure without:

Segmentation... goes to the wrong audience

Differentiation... will not strike a cord with keyprospects

Implementation... will simply take up room onthe book shelf


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Implementation (or communication)

What are the various marketing tactics thatyour business can use to communicate yourvalue proposition to your target customers?

Given your budget, which are the most cost-effective methods?

How effective have your marketing effortsbeen in reaching your business goals?

DEVELOP A TACTICAL PLAN INCLUDING A BUDGETAND GOALS; MEASURE YOUR PROGRESS ATLEAST MONTHLY.


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Best

Practices inSales


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A CaseStudy

and

Business Growth Series

Documents

Transcript of Business Growth Series