Marketing and Sales Alignment, Erica Ruliffson, Oracle SaaS Group

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SaaS Applications Group

Empowered


Move the needle


What we really needed was a Message…


Internal Lobbying Effort

• Convincing our partners in Marketing •  Someone with a mindset to “change the game” • Content sponsor •  Financial sponsor


POV Workshop Collaboration

Marke&ng

Product Sales


What Keeps Sales Executives Up at Night?


4 Keys That Make The Difference Between ‘Missing’ and ‘Meeting’


How POV was used:

•  Framework for Marketing messaging: Campaigns, Events, Ads

•  Framework for Demo Flows •  Framework for Sales messaging:

Certification process


Framework for Marketing Assets

Top Level Message Cross Functional Deliverables

Customer Conversation/

Story

•  Top-level messages •  Message content for events,

webcasts, brochures •  Differentiated CRM Sales

message, sales tools & content •  Walk-in Videos for Field

Marketing Events

•  Cross-functional, hands-on development workshop

•  Define business pain points & Oracle differentiators

•  Driven by “real-world” customer interactions & competitive deals

•  CRM story for VP of Sales

•  Phase II Cross-functional, message development workshop

•  Transform content to top level message

Differentiated Story Top Level Message

Multiple Message Hooks Aligned to Sales Message

Core CRM Brand Message Differentiated CRM Sales Story Extensible Message Framework

Approach

Process


Framework for Demo Flows


Changing Trajectory 1980 US Hockey - 1


video

Marketing and Sales Alignment, Erica Ruliffson, Oracle SaaS Group

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Transcript of Marketing and Sales Alignment, Erica Ruliffson, Oracle SaaS Group