Aligning sales and marketing and getting organized for success

Transcript

1. Aligning Sales & Marketing and Getting
   Organised for Success
   Adam Wright
   Global Director of Sales Enablement
   Emerson
   Emerson Confidential
   

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2. Emerson Confidential 2
   Context
   Emerson Confidential
   Our Automation Solutions business enables the greatest use of the world's
   most valuable resources, ensuring the performance and safety of industries
   that are the backbone of daily life.
   www.emerson.com
   Industrial B2B - Expertise,
   Technologies and Services to Run
   and Automate Industrial Processes
   Matrix Marketing and Sales
   Organization – a lot of
   stakeholders
   Platform BU x7 +
   Sub BUs
   Global
   WA
   Country
   Industry
   

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3. Marketing’s Alignment to Sales Growth
   Emerson Confidential
   “We did 100 Campaigns last year and our
   target was only 50 - BOOM!!!” 
   Is that Success?
   Where Did We Come From?
   “Yeah I think I saw something about a Marketing
   campaign, not sure what it was though”
   

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4. Marketing’s Alignment to Sales Growth
   Emerson Confidential
   “Next Year we see XX growth potential in these markets,
   we need Marketing’s support to maximise on that”
   “Let’s work with Sales to help build our Marketing plan and
   set objectives that support their growth targets”
   Where Are We Now?
   

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5. Marketing’s Alignment to Sales Growth
   Emerson Confidential
   “Based on the Marketing demand funnel forecast we
   should be able to achieve XX growth next year”
   “Are we on track to meet our objectives? What needs
   to change? Are we investing in the right areas to hit
   the Sales targets?”
   What is Next?
   

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6. The Challenges We Face(d) Within Marketing & Sales Alignment
   • Lack of alignment on priority programs
   – Marketing resource efficiency
   – Lead follow-up low
   • Lack of processes / governance and Accountability
   – Limited ways to manage and view priority programs
   – Limited lead management process and agreements
   – No governance of Marketing objectives
   – Inconsistent ways to measure success
   • Weak and unclean contact database
   • Customers were suffering
   – Inconsistent and non-targeted experiences, slow follow-up response times
   Emerson Confidential
   Sales
   Enablement
   was born
   

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7. Shorten the Sales
   Cycle through
   Demand Creation
   Increase the
   Quality of Lead
   Management
   Increase
   Customer Lifetime
   Value
   Sales Enablement at Emerson - Better utilizing our Marketing and Digital
   Operations to Drive Sales Growth
   Putting in the right Processes and Technology, aligning the right People and
   providing the right Customer Experience to generate and capture demand
   Institutionalizing
   360 degree Sales &
   Marketing Program
   Execution
   

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8. Ya Ya Ya….This Cannot Work for Us, We Are Different…
   These Are Real Steps we Took – Give it a Go!
   

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9. 1. Build a Platform for Alignment, Communication and Execution
   1. Create a formal Team Charter
   2. Create a structure for
   collaboration and decision making
   3. Align on the priorities and
   measurable objectives
   4. Communicate, Execute,
   Communicate some more
   Educate, Inspire and Drive Change
   

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10. 2. Match Your Current Processes Against Your Expected Gold Standard
    1. Map Out the Gold Standard Processes
    2. Identify gaps or areas of weakness
    3. Identify metrics that can be tracked to show progress
    Lead Management Process
    Integrated Sales & Marketing
    Program Model
    Demand Waterfall
    Lead Rejection
    Reasons
    Lead Follow-up
    Speed
    Form conversion
    rate
    Lead Conversion to
    Opportunity Rate
    # Active
    Contacts
    Campaign tactic
    conversion rate
    # Qualified Leads /
    campaign
    $ influenced by
    Marketing Campaigns
    

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11. 3. Get Your Foundations in Place
    • Global alignment on Definitions
    • Global alignment on Dashboards and Metrics
    What is a Lead?
    What is a Campaign?
    What are the Sales
    Stages?
    

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12. 4. Identify Priority Projects
    • Use the cross functional team to identify and agree on priorities
    • If face to face is not possible, use collaboration tools
    • Assign Owners and Sponsors for key projects
    Emerson Confidential
    

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13. 5. The 4 Pillars of Continuous Improvement
    1.Get your
    dashboards
    consolidated
    and aligned
    2.Drive a culture of
    data driven
    decision making
    3.Identify
    anomalies and
    trends with key
    groups
    4.Log,
    communicate,
    change
    

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14. The Results Since Inception – 1.5 years
    • 400% increase in $$$ converted from Marketing leads
    • 400% increase in leads captured in CRM
    • 100% increase in follow-up rate speed
    • 100% increase in Communication Preference Centre opt-ins
    • 164% increase in key field completeness for contacts database
    

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15. What is Next for Us?
    Continuous
    Improvement
    Sales & Marketing Growth
    Programs
    Site Intent Monitoring
    SPEED
    Account
    Based
    Selling
    ‘Ready to Buy’
    Insights
    Lead Capture
    and Qualification
    Process
    Ease of Implementation
    Standardized
    Reporting
    and Regular
    Cadence with
    World Areas
    Contact Database Quality – Data Privacy and Preference
    2021
    Impact
    $
    $ $ $
    $
    

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16. Questions?
    • Feel Free to Connect and Reach Out
    https://www.linkedin.com/in/adamlwright/
    

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