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The synergy between benefits management and change management, workshop 2, Neil White, Parag Gogate, London, 23 June 2016
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Creating synergy - Between Sales, Marketing & Customer Service

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A presentation that discusses why synergy between sales, marketing and consulting is important for organizations of all sizes and how to achieve it.

Creating synergy - Between Sales, Marketing & Customer Service

  1. 1.
  2. 2. Staying Ahead of the Competition Has Never Been More Challenging! <ul><li>You market an offering and competitors quickly respond with a better price, offer or solution. </li></ul><ul><li>Today, we seem to have to be quicker, smarter and more creative than the year before. </li></ul><ul><li>Every company is searching for a competitive edge or solution to beat competition. </li></ul>
  3. 3. Our Best Solution Is Within Our Own Companies <ul><li>Creating synergy with your sales, marketing and customer service is the answer . </li></ul><ul><li>When your sales, mktg and cust. service are working in sync with each other the impact on your sales and profit are substantial. </li></ul>
  4. 4. Watching Marketing and Sales Try to Understand Each Other Can Be Comical
  5. 5. We See Three Common Issues that Impact Sales Support ROI <ul><li>1 . When marketing communications are not aligned with the core conversations that salespeople want to have with the customer. </li></ul><ul><ul><li>Customers want to know how we will partner with them to accomplish their goals. They don’t care about features and benefits! </li></ul></ul>
  6. 6. We See Three Common Issues that Impact Sales Support ROI <ul><li>2. When marketing tools are not aligned with the customer decision making process or sales cycle. </li></ul><ul><ul><li>There are moments of truth at each phase of the customer buying process that require tools that facilitate the sales cycle…Not tools that make marketing look creative! </li></ul></ul>
  7. 7. We See Three Common Issues that Impact Sales Support ROI <ul><li>3 . When Customer Service, Sales and Marketing are not focused on the customer experience. </li></ul><ul><ul><li>Customer retention and sales growth are limited when these three departments work independently, and reactively, instead of defining the customer experience and proactively driving it as a team! </li></ul></ul>
  8. 8. Is This Departmental Disconnect Worth Fixing? <ul><li>Of 1300 sampled companies, a 2007 CSO Insights Survey benchmarked 87 companies that achieve synergy and found that they: </li></ul><ul><ul><li>Out-distance others by 25% in volume </li></ul></ul><ul><ul><li>Are 3 times more successful closing sales to proposals </li></ul></ul><ul><ul><li>Are consistently better at cross-selling and up-selling </li></ul></ul><ul><ul><li>Are 5 times more effective at avoiding discounts </li></ul></ul>
  9. 9.
  10. 10. Applies to All Business Types <ul><li>Whether your organization: </li></ul><ul><ul><li>Has two or two hundred employees </li></ul></ul><ul><ul><li>Is a retail, manufacturing, service or sales org. </li></ul></ul><ul><ul><li>Is a Non profit </li></ul></ul><ul><ul><li>Uses an outside agency to do your marketing </li></ul></ul><ul><li>But - getting marketing, sales and customer service on the same page has long been a challenge in business! </li></ul>
  11. 11. The Challenging Paradox <ul><li>Sales, mktg, customer service work for the same cause, but rarely together! </li></ul><ul><li>Sales staffs tend to feel the people doing the marketing don’t understand their needs. </li></ul><ul><li>Marketing people tend to think the sales people don’t see the big picture or are short sighted for the sale. </li></ul><ul><li>Customer service tends to just do “their” 9-5 job! </li></ul>
  12. 12.
  13. 13. The Reality Check! <ul><li>Send an email to every employee in your company and ask them the following question: </li></ul><ul><li>“ How do we want our company to be seen or perceived by our clients, prospects, and potential employee candidates?” </li></ul>
  14. 14. Is Everyone on the Same Page? <ul><li>If their responses are not concise and do not clearly define your company’s value proposition , this is a clear sign that you need a formalized marketing plan. </li></ul>
  15. 15. A Plan Creates Fertile Ground <ul><li>Creates direction/focus for all departments </li></ul><ul><li>Pulls everyone together as one </li></ul><ul><li>Good planning allows synergy to evolve </li></ul><ul><li>Plans typically focus on strategies for: </li></ul><ul><ul><li>Sales to current accounts and or new prospects </li></ul></ul><ul><ul><li>Leveraging your strengths to fill market need </li></ul></ul><ul><ul><li>Customer service initiatives </li></ul></ul><ul><ul><li>Marketing communication and promotion </li></ul></ul>
  16. 16. Define How Each Department Impacts Your Plan’s: <ul><li>Current account base strategies </li></ul><ul><ul><li>What will be the sales focus to grow this base? </li></ul></ul><ul><ul><li>What mktg programs can work along with sales? </li></ul></ul><ul><ul><li>Make sure cust. serv. is the glue to your efforts! </li></ul></ul><ul><li>New client development strategies </li></ul><ul><ul><li>Each rep should have a prospecting plan </li></ul></ul><ul><ul><li>Mktg and cust. serv. should be a part of this </li></ul></ul><ul><ul><li>Going at this alone usually creates waste </li></ul></ul>
  17. 17.
  18. 18. Integrate to Effectively Communicate! <ul><li>Mktg and sales should jointly develop goals </li></ul><ul><li>Communicate – Establish a process through which sales and cust. serv. is continually providing feedback to marketing. </li></ul><ul><li>Forge a team within the 3 departments/areas and make sure everyone understands their purpose and role in your plan. </li></ul>
  19. 19. Integrate to Effectively Communicate! <ul><li>All three areas need to clearly understand: </li></ul><ul><ul><li>Company and individual sales goals </li></ul></ul><ul><ul><li>What makes up our current base (key cust., etc.) </li></ul></ul><ul><ul><li>New business development agendas </li></ul></ul><ul><ul><li>Sales person needs / cust. serv. needs </li></ul></ul><ul><ul><li>The selling cycle and their role to impact it. </li></ul></ul><ul><li>Have key account/customer plans that all three areas can tap into to maximize sales. </li></ul>
  20. 20.
  21. 21. The Marketing – Sales Dynamic <ul><li>Create Customer Value </li></ul><ul><ul><li>Marketing: product, price, market communication </li></ul></ul><ul><li>Deliver Customer Value </li></ul><ul><ul><li>Sales and customer service execution </li></ul></ul><ul><li>Manage Customer Value </li></ul><ul><ul><li>Everyone gets involved (review and manage customer satisfaction, customer and market segment sales volume, product mix sales) </li></ul></ul>
  22. 22.
  23. 23. Marketing Serves External and Internal Customers! <ul><li>Sales people are just as important as the external customers. </li></ul><ul><li>2005 AMA study revealed that nearly 90% of the materials developed by mktg is never used by the sales people it was created for. </li></ul>
  24. 24. Keys to making sure your materials work for your sales people <ul><li>Learn your staff’s entire sales process and where their material needs may be. </li></ul><ul><li>Understand how and where they may use marketing communication tools. </li></ul><ul><li>Realize that mktg’s function is to help the sales staff make sales – not just creativity! </li></ul>
  25. 25. Questions to ask sales before creating tools for them <ul><li>What does your ideal lead/prospect look like? </li></ul><ul><li>Describe your decision maker’s characteristics </li></ul><ul><li>What messages or issues resonate in meetings? </li></ul><ul><li>Where and or what are the barriers to your sales? </li></ul><ul><li>How do you typically overcome them? How can we help? </li></ul><ul><li>What are the competitive challenges you see? </li></ul><ul><li>What works for you and what does not? </li></ul><ul><li>What points of your sales cycle can we help you most? </li></ul>
  26. 26. Know Sales Staff Objectives Before Designing a Marketing Tool <ul><li>Just because sales wants a brochure, we need to ask why. What’s the objective? </li></ul><ul><li>What phase of your selling cycle is this for? </li></ul><ul><li>Is it needed to educate prospects? </li></ul><ul><li>To overcome objections? </li></ul><ul><li>To increase conversion? </li></ul><ul><li>For cross selling or up selling? </li></ul>
  27. 27. Mktg Usually Falls Short in Helping Sales Staffs After Presentation <ul><li>Inquiry (from your promotional mktg) – customers explore your product/service </li></ul><ul><li>Lead/inquiry is qualified by sales person </li></ul><ul><li>Sales person presents offering </li></ul><ul><li>Proposal/quote or (if retail) price is discussed </li></ul><ul><li>Negotiation </li></ul><ul><li>First Sale or No Sale Initially </li></ul><ul><li>Up sell/cross sell or future selling opportunity </li></ul>
  28. 28.
  29. 29. Today, Business Has Evolved from Transactional to Relational <ul><li>CRM allows you to build the relational equity of your customer base, and manage the sales cycle. </li></ul><ul><li>All three departments need to be using CRM </li></ul><ul><ul><li>Helps manage leads, selling and service cycles </li></ul></ul><ul><ul><li>Allows for better sales pipeline management </li></ul></ul><ul><ul><li>Has tools to track your mktg efforts </li></ul></ul><ul><li>Without CRM information, marketing and sales departments are flying blind. </li></ul>
  30. 30.
  31. 31. The Glue to Your Sales / Marketing ROI <ul><li>Realize CSRs are a part of your marketing! </li></ul><ul><ul><li>Make sure they understand company purpose and value proposition in your market. </li></ul></ul><ul><li>Convert from a cost center to a profit center </li></ul><ul><ul><li>Get them involved in driving additional revenue </li></ul></ul><ul><li>If possible, partner each CSR with an assigned sales rep. </li></ul>
  32. 32. Transform Their Culture from Reactive to Proactive <ul><li>Get them proactively involved in increasing sales within your current account base. </li></ul><ul><li>Encourage up selling / cross selling </li></ul><ul><ul><li>CSRs are usually in the best position to do this. </li></ul></ul><ul><li>Marketing people should ask them about what they see and hear in their world. </li></ul>
  33. 33.
  34. 34. Does Every Department Understand Their Role in Managing the Experience? <ul><li>Keep all employees in the loop and educated </li></ul><ul><ul><li>Too often I see companies whose employees don’t clearly understand an offer being run. </li></ul></ul><ul><li>Is what you say you are, what they will get? </li></ul><ul><li>Good CRM applications can really drive the quality of your customers’ experiences. </li></ul>
  35. 35. Integration Increases Morale <ul><li>Employee job satisfaction is at the core of a solid customer experience. </li></ul><ul><li>Without engaged employees at each phase, the delivery of an intentional experience will not happen! </li></ul><ul><li>The number one reason for customer attrition is due to a company’s indifferent attitude. </li></ul>
  36. 36.
  37. 37. What are the Benefits of Synergy Across Sales, Marketing, Customer Service? <ul><li>Reduces cost of sales-increases efficiency </li></ul><ul><li>Eliminates wasted marketing $$$ </li></ul><ul><li>Generates effective sales tools </li></ul><ul><li>Improves mktg accountability and return on $ </li></ul><ul><li>Increases your pipeline of new prospects </li></ul><ul><li>Builds morale and reduces frustration </li></ul>
  38. 38. What are the Benefits of Synergy Across Sales, Marketing, Customer Service? <ul><li>Improves service levels and the overall customer experience. </li></ul><ul><li>Results in greater customer retention </li></ul><ul><li>Increases referral activity </li></ul><ul><li>Allows for higher pricing and margins </li></ul><ul><li>Boosts revenue and profitability!!! </li></ul>
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A presentation that discusses why synergy between sales, marketing and consulting is important for organizations of all sizes and how to achieve it.


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