SaLeS and MaRketing: the CuStoMeR iS the Right SubjeCt
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There is a benefit to having an association with thought-leaders Even if the only real benefit is their association with thought-leaders, the marketers still justify it by saying it is for lead generation As Don Peppers puts it in the Power Couple document, In the long term, marketers are spending time on branding and positioning, which is valuable but can be perceived as the soft stuff in a numbers-driven culture That s why they say lead generation even if they re doing it more for branding Lead generation is not soft stuff All in all, sales and marketing are driven by different imperatives but need to be aligned because ultimately company success is a product of mutual alignment for those two departments What should it look like One final piece from Don Peppers, a chart (Table 12-1) that I think reflects exactly what aligned sales and marketing organizations need to be doing with one modification on my part, which you can see in italics in the table The rest is Don Peppers take on it
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Table 12-1: The Alignment of Sales and Marketing (Source: Sales and Marketing: The New Power Couple, from Peppers and Rogers Group and Microsoft Dynamics, 2008)
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The Focus Success criteria The Goal Business profitability The Solution: What Do You Need to Get There Full visibility into results/KPIs; predictable pipeline and accurate forecast to allow earlier insight for adjustment A joint definition of the ideal customer that looks at revenue and costs to serve over the lifetime of that relationship
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Vision of the ideal customer Knowledge of the real customer
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Eliminate presumed knowledge of A jointly done granular mapping of the customer expectations and align customer experience that identifies the actual interactions with the company and with ideal customer customer, not the perceived ones Long-term Collaborative and easy to use Needs-based and collaborative as a result of capturing knowledge over time Joint planning, shared customer database, connects all users in a single customer lifecycle Holistic view of the customer; best practice workflow is created and improved over time
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Relationship quality Process
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
But even the successful alignment of sales and marketing doesn t negate the reality that the customer has changed, as I ve spent pretty much this entire book trying to get across What does that mean to sales What are Sales 20 and Marketing 20 (Man, I m getting 20ed out and there are still quite a few chapters to go) How do they differ from their predecessors Ask and ye shall get response
Sales 20: Customer Expectations Have Changed
If there s anything I hope I ve gotten across so far in this work, it is that the expectations of customers have dramatically changed over the past several years That is not only in regard to whom they trust and what kind of experience they are expecting from a company They are also no longer expecting to be sold to They are expecting to be partnered with They want to be involved in the decisions the company makes that affect them, and consequently they need the information to make an informed decision about their interactions and transactions with the company Sales processes were and are the traditional method a salesperson uses to interact with the customer But they tend to be product driven, which objectifies the way the customer is going to be approached They are organized around the concepts of finding and qualifying a lead, identifying that lead as a prospect, creating an opportunity with that prospect, proposing a sale, and negotiating a deal with that prospect and closing the deal There is nothing inherently wrong with using sales processes, because they are best practices that have been validated over time
Sold to: Sales Process Driven by Product
A sales process map looks like what you see in Figure 12-1 Note all the elements present in the sales lead qualification steps: 1 Initial contact (receive application)
2 Application of initial fit criteria (info sufficient ) 3 Sales lead (qualified ) 4 Need identification (ask for permission to contact decision maker) 5 Qualified prospect (permission granted ) 6 Proposal