The document discusses the unified business model which aims to align sales and marketing through having one organization, process, and set of key performance indicators. It presents the traditional traits sales and marketing teams have of each other and how they can better work together through clear roles in the sales process from prospecting to closing deals. These include prospectors to create call lists, hunters to conduct outreach, and closers to finalize sales. Implementing the full model may take 2-3 years using a modular approach and focusing on overcoming challenges like defining goals, best practices, and resource constraints. The key takeaways are to build the organization, process, and KPIs incrementally, understand sales is 50% of the business,
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60-70%
of B2B content created is never used.
Most cited reason why is because the
topic is irrelevant to the buyer audience.
Content Marketing Institute
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1. One Organization
2. One Process
3. One Set Of Highly Relevant KPI:s
The pillars of The Unified Business Model
Caps/Hats
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Prospecting
• Create High Quality
Call Lists
• Junior Role
• Analytical mindset
50% of a salesperson’s time is spent
figuring out which companies to call,
when to call them, and if they are a
good fit
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Hunting
• Call the people in the list
he/she receives from the
prospectors
• Team up with marketing for
campaigns
• Emailing and Cold Calling
Cold calling enhanced by strong collaboration
with marketing is the best way for a company to
proactively produce significant amounts of new
business.
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Convert to Marketing
Lead
• Conversion Campaigns
• Insight Focused Content
• Bridge Into Sales
“The Campaign Managers work with the
Online Broadcasters and Email
Broadcasters”
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Convert to Sales
Lead
• Convert Into Sales Lead
• Ascension Campaigns
• Sales Offers
“Tripwires are normally used to ascend a
Marketing Lead into a Sales Lead”
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Nurturing
• Convert Into Marketing
Lead
• Focus On Existing Leads
• Educate
“Each time the Campaign Manager
creates a conversion campaign, the
Email Broadcaster will be able to re-
convert a portion of the Nurturing
Leads, who are now more educated”
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• 2-3 years to implement the whole model
• Heavy focus on documentation
• Most clients start with one or two
modules before moving to the next one
Implementation Of Model
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• Build the Organization – The Process – and The KPI:s
• Build in modules
• Leads are worthless if they never close
• If you don’t understand and focus on sales, you’re missing
50%
Key Takeaways