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The Unified Business Model
The future of Sales and Marketing
Oliver Lopez
CEO, Structsales
@oliverlopez
www.structsales.com
Structsales
Value Based Selling
Inbound Marketing
HubSpot Gold Partner
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This is me
…as perceived by
Marketers.
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• Not understanding the value of brand and marketing
• Too much product and focus on selling
• Caveman
The Sales Rep Traits
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This is you
…in the eyes of the Sales
Team.
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• Naïve and doesn’t understand sales
• Main task is to assist and do as told
• Up in the clouds
The Marketers Traits
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ALIGNMENT?
So, where are we really today?
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50%
of sales time is wasted on unproductive
prospecting
101 B2B Marketing and Sales Tips from The B2B
Lead
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24%
Customers believe that sales reps are
88% knowledgeable on product and only
24% on business expertise
Corporate Visions
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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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79%
of marketing leads never convert into
sales
HubSpot
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Alignment
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How can we go from here…
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… to here?
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2 What is The Unified Business
Model?
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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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Closing
• Convince, Inspire,
Negotiate and Win
• Qualify!
• Be picky!
Your Closers should ignore leads
who are NOT able to buy.
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Attracting
• Reach Out
• Attract Visitors
• Blog, Social
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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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The Model
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3 Best Practice Implementation
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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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Strategic Failure
Challenges when
implementing
Failing to define and find consensus around
a clear long- term vision and goal
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Execution Failure
Challenges when
implementing
Failing to implement model because due to
the lack of best practices around each
specific step along the road
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Resource Failure
Challenges when
implementing
Failing to implement due to lack of resources
to actually perform the change.
Implementation is time-consuming, and
requires taking resources away from the day-
to-day operations.
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So how do we get to the
next level?
Don’t fight!
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So how do we get to the
next level?
Baby steps
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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
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ONE MORE THING...
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This is Emelie
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Stand up please…
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Emelie, I have a
question for you…
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Let’s do it in Swedish
and English 
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In EnglishIn Swedish
Will you marry me?Vill du gifta dig
med mig?
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THANK YOU
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#INBOUND15
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(general blank slide)
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#INBOUND15
This transparent color box is a useful
option for some larger images.
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