A guide to align the sales and marketing messaging and content reuse. It also covers certain vital points including capturing, managing, maintaining, reusing and sharing messaging components.

1. A GUIDE TO SALES & MARKETING
MESSAGING ALIGNMENT
WITH WITTYPARROT
Alignment
Enrichment & Delivery
Amplification
Marketing
One Voice
Buyer Needs
Sales
Messaging
Architecture
Value Messaging
Sales-ready
CAPTURING, MANAGING, MAINTAINING, RE-USING AND SHARING MESSAGING COMPONENTS
Published by
MARK GIBSON
www.wittyparrot.com
1

2. CHAPTER
/
Introduction
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 2

3. WHAT
IS
WITTYPARROT?
WittyParrot is an intelligent content
delivery platform that helps companies
and individuals to “achieve speed
and consistency in all of their
communication”.
WittyParrot helps companies to create,
manage, maintain, protect and share
content to enable marketing, sales,
support and partners to speak with one
voice.
More about WittyParrot at
http://www.wittyparrot.com
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 3

4. ABOUT
THE
AUTHOR
Mark Gibson
Mark Gibson is head of global marketing at Cupertino CA. based
software company, WittyParrot.
Mark founded Advanced Marketing Concepts, a sales and
marketing consultancy and training company in the UK in 2004.
Mark has consulted to B2B companies around the world selling
novel technology products and services to the early market, as well
as helping established companies to overcome the weak pipeline,
no lead-flow and weak sales engagement problems caused by
weak messaging.
Mark is a certified HubSpot partner, and Mike Bosworth Leadership
affiliate and the author of the forthcoming book, “The Death of
Selling - and the Rise of Facilitated Buying”.
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5. WHO IS THIS
FOR?
eBOOK
Anyone in your organization who is responsible for content in the form of brand
messaging, marketing messaging and sales ready messaging in some way will
benefit from this eBook.
These include but are not limited to:
• Sales and Marketing Leaders
• Sales Enablement Professionals
• Marketing Professionals
• Executives
• Business Development Professionals
• CXOs
• Startup Entrepreneurs
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 5

6. CHAPTER
/
Facts and
Figures
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7. Collateral, as we knew it is dead...
RIP document-based messaging
EMAILS PORTALS
LOCAL FILES
CLOUD STORAGE
CMS
CMS
DRIVES
PORTALS
CRM
FTP
EMAILS
DATABASES
EMAILS
CMS
INTRANET
EMAILS PORTALS
CONTENT REP
FTP CMS CRM
WIKIS
CMS
EMAILS
PORTALS
FTP
CMS
DATABASES
EMAILS
DRIVES PORTALSDATABASES
CLOUD STORAGE
DATABASES
EMAILS
DRIVES
EMAILS
CONTENT REP EMAILS
DATABASES
INTRANET
CDs & DRIVES
EMAILS CRM FTP
LOCAL FILES
CONTENT REP
CMS
CONTENT REP
DATABASES
CMS
WIKIS
EMAILS
LOCAL FILES
CRM
FTP
LOCAL FILES
FTP
CMS
CRM
PORTALS
INTRANET
CMS
INTRANET
EMAILS
EMAILS
PORTALS
DATABASES
CMS
WIKIS
DATABASES
DATABASES
PORTALS
CLOUD CRM EMAILS
STORAGE
INTRANET DRIVES
FTP
New research from SiriusDecisions shows that up to 70% of content
created by B-to-B marketing teams is never utilized.
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 7

8. A 10 person sales organization generates 32,000 brand messages per year,
not including marketing, human resource, presales and support.
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 8

9. 50%
av
e.)
5/10
5/10 Message Clarity
In response to the question, “on scale of 1-10,
how clear is your message?”
ty
Mes
sage Clari
(
We interviewed more than 50 sales and marketing professionals over the
past 2 years and we asked the question “how clear is your message on a
scale of 1-10”; and the average response was only 5/10 for clarity.
A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 9

10. 90% of meetings with sellers add no value
(Reps failed to connect dots between buyers challenges and their solution )
90%
According to Forrester Research, 90% of meetings sales people have with
buyers contribute no value from the buyers perspective.
That is, sales people cannot connect the buyer’s challenge with their solution.
CLEARLY - Fixing your Messaging presents a huge opportunity to
improve inbound lead flow, sales engagement and to qualify and close more
business.
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11. Sales Effectiveness/Effort
LOW
Sales & Marketing Alignment
Blitz Campaigns
& SPIFS
WittyParrot
Solution
Sales Collaboration
Sales Process Mapping
Sales Training Event
EFFORT
This Chart from
analyst firm CSO
Insights shows
effectiveness
vs. effort in
implementing
various sales
productivity
initiatives.
Sales
Knowledge
Mgt.
CRM
ERP
Size of the bubble
indicates relative cost.
HIGH
LOW
IMPACT
HIGH
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12. CHAPTER
/
Differentiation
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13. Differentiation?
Differentiation is challenging when your competitors co-opt
your messaging and ideas.
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14. Differentiation requires strategy and
investment… not tactics
Here is an unbeatable formula for differentiation. Get all three right and you
will be in a very select group of the World’s best companies.
90% of salespeople fail to connect
the buyer’s problem to their solution
Capturing Value Messaging and relevant
proof points and delivering INSIGHT
in a way that disrupts status-quo
thinking is differentiating market-leading
companies.
Salespeople need buyer-relevant
context for effective engagement
Insight
Context
CONTEXT, is important. When you do speak
to a buyer you need to know how engaged
they are, if they are opening your email, what
web pages they visited on your website and
any prior history with your company.
Responsiveness
Differentiation
Only 1% of companies can respond to a lead inside 5 minutes
RESPONSIVENESS is a huge differentiator. If you can respond to inbound leads inside 5 minutes, you will initiate 20 times more
conversations than your competitors who wait an hour to respond. If you do nothing else, this will grow your business. Responsiveness also
means getting your email in the buyer’s inbox inside 5 minutes of your call if you want to get it read and acted on.
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15. CHAPTER
/
Creating a Messaging
Architecture
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16. Creating a Messaging Architecture
Value Messaging
Without strong value
messaging and reusable
messaging components,
sales, marketing and
support groups revert to
“product speak”; talking
about product features
instead of engaging
buyers around their
issues and how your
products could be used
to create value.
A MESSAGING
ARCHITECTURE has
at its center Value
Messaging as it relates
to how buyers use your
products and services.
It starts with a
Marketing Messaging
Web persona
• ole-basedPages
R
discussing buyers
Content Creation
Template
goals, problems and
Market
the status-quo.
Buyer Role | Buyer Goal
Barriers to Success
• Win-Themes connect
Implications
capabilities to buyer
Status-quo/ Constraints
goals/needs.
Win-Themes
Value Messaging
Big Idea
Positioning Pillars
Win-Themes /Capabilities
Solution Summary
• We abstract
Who-I’ve-Helped-Story
Keyword
Positioning Pillars
and Big Idea Campaigns
Blogs / Emails from
the underlying WinThemes.
A Messaging
Architecture anchors
a unified content
strategy
Buyer Persona
Win-Themes are
content “objects” that
are reused across a
number of different
“information
products”
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17. Creating a Messaging Architecture
Marketing Messaging
Content Creation
templates reuse the
buyer persona and
Win-Themes to create
templates.
Marketing Messaging
Web Pages
Buyer Role | Buyer Goal
templates help
Barriers to Success
Implications
Status-quo/ Constraints
writers to create
Win-Themes
great MARKETING
Creating thought
leading content is a
non-trivial task requiring
Content Creation
Template
Market
Content Creation
Value Messaging
structured messaging.
Big Idea
Positioning Pillars
Win-Themes /Capabilities
Solution Summary
MESSAGING copy for
blogs, web pages and
email that is relevant to
buyers needs and on
message.
Who-I’ve-Helped-Story
Keyword
Buyer Persona
Blogs / Emails Campaigns
WittyParrot founders have created more than 2000 blog
articles and understand the challenge of creating thought
leading content.
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18. Creating a Messaging Architecture
Brand Messaging
How do you generate
BRAND MESSAGING
without a clear value
messaging? The answer
is - It’s very difficult.
Marketing Messaging
Web Pages
Brand Messaging
Mission Statement
Content Creation
Template
Market
Buyer Role | Buyer Goal
We’ve all been in lengthy
Barriers to Success
brainstorming sessions
Implications
to develop messaging
Value Messaging
Status-quo/ Constraints
Win-Themes
that in the cold light of
Positioning Pillars
Positioning
Statement
Win-Themes / Capabilities
Solution Summary
the next day doesn’t hang
Big Idea
Who-I’ve-Helped-Story
together.
Keyword
Blogs / Emails Campaigns
Buyer Persona
Corporate
Presentation
Effective brand messaging connects value creation in the customer’s context and
positions it in the marketplace. Mission and vision add depth and direction.
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19. A Messaging Architecture
Sales Ready Messaging
Creating Sales-Ready
content that is onmessage, relevant
to buyer needs and
customizable is an
ongoing challenge.
A Messaging Architecture for Content Capture Re-use
Marketing Messaging
Web Pages
Buyer Role | Buyer Goal
Stories”, sales scripts,
proposals, customer
Brand Messaging
Mission Statement
Content Creation
Template
Market
“Who-I’ve-Helped-
Value Messaging
Barriers to Success
Implications
Status-quo/ Constraints
Win-Themes
correspondence need to
Positioning Pillars
Positioning
Statement
Win-Themes / Capabilities
Solution Summary
be created. Sales-Ready
Big Idea
Who-I’ve-Helped-Story
content must leverage
the core value messaging
Keyword
Blogs / Emails Campaigns
and enable salespeople
to easily customize it and
personalize it.
Buyer Persona
Corporate
Presentation
Sales - Ready Messaging
Stories , Scripts , Presentations,
Emails , Letters , Proposals
Corporate
Presentation
Proof
Points
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 19

20. CHAPTER
/
Sales and Marketing
Messaging Alignment
Methodology
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21. Methodology
Brainstorming workshop
Instant Access
HOW to begin?
The Messaging process starts with
a BRAINSTORM. 4-7 people is an
WittyParrot gives
marketers, salespeople
and customer support
professionals instant
access to sales messaging,
positioning and field
enablement insights over
any device, whether online
or offline.
ideal group consisting of thought
leaders, marketers, and 1 or 2 top
sales people.
Create wits with the answers to all
of the questions in the widget.
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22. Methodology
Role-based Buyer Persona
Role Goals
Barriers
Implications
Status-quo
Competition
Online Behaviour
Industry Issues
Trends
Next, we develop Role-based
Buyer profiles for key players in the
organization who are likely to be
involved in the decision to purchase,
implement, finance and use our
solution.
Drag and Drop
WittyParrot helps sales
people find, drag and
drop the right information
from a desktop widget,
share it and track it, to
save time and sell more.
With an understanding of the buyer’s
role, goals, pressures and constraints
they are under, we can approach
buyers with some insight and can
potentially relate how we can help
them to create value.
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23. Methodology
Match Capabilities to Goals
Capabilities /
Capabilities/
Win-Themes
Win-themes
Solution
Solutions
Buyer Goals
Buyer Goals
Next, we map product Win-Themes
to buyer Goals. At the intersection
of needs and capabilities we have
solutions… and a story.
A Win-Theme is a well formed
messaging component that describes:
• what the product or service is,
• hat it does for the buyer when
w
used,
• what that means in terms of value.
Context
WittyParrot in
conjunction
with inbound
marketing and
marketing
automation
intelligence
provides
contextually
relevant content
for responsive
telephone
engagement
and follow-up
communication.
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24. Methodology
Messaging Architecture Creation
Marketing
messaging to
be shared is
developed in
Company
workspace
Content reuse
Win-Theme
shown in the
wit editor
Win-Themes
appear as
wits under the
appropriate
positioning
pillar
Intelligent Hub
WittyParrot is an intelligent communication hub that enables salespeople to access best practices and the latest content and collateral
from original sources over a cloud-based service when it is needed.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 24

25. Methodology
Content Creation Templates
A content creation template is an information
Content Creation Template
product that describes the complete product
usage scenario of a target buyer in a target
Market
market, for one specific buyer goal. It can be a
Buyer
combo wit or word template.
Goal
Barriers (What prevents them
from achieving goal?)
The content creation template is
Implications
designed to be used by marketers and
Buyer Persona
Constraints/Complications
salespeople to understand the product
usage scenario of target buyers and to
Win-Themes (What it is, what it
does, what it means)
create content that will resonate with
Solution Summary
target buyers.
Who l’ve helped story
(Situation, complication, turning
point, resolution)
Keywords
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26. Methodology
Who I’ve Helped Stories
By converting long form case
studies into 150 words “WhoI’ve-Helped-Stories”, we
unlock the potential value of
customer success stories.
“Who-I’ve-Helped-Stories”
help salespeople to share
stories to open sales calls
and to relate how others have
implemented solutions.
This prevents premature
elaboration and accelerates
trust and credibility.
(“Who-I’ve-Helped-Stories” * Mike Bosworth
Leadership, Story Seekers methodology)
Single Version Of Truth
WittyParrot enables
marketing managers
to create messaging
chunks or building
blocks and to combine
them into compound
documents which update
automatically when the
underlying message
chunk changes to create
and maintain a single
version of the truth
and improve marketing
efficiency and brand
protection.
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27. Methodology
Summary
A Messaging Architecture
has at its core, Value
Messaging components
(Win-Themes). These
Win-Theme components
are re-used in the brand
message, marketing
messaging and in sales
ready messaging. Value
A Messaging Architecture for Content Capture Re-use
Marketing Messaging
Value Messaging
Web Pages
Mission Statement
Content Creation
Template
Market
Big Idea
Buyer Role | Buyer Goal
Barriers to Success
Positioning Pillars
Implications
Status-quo/ Constraints
Solution Summary
Who-I’ve-Helped-Story
are managed, updated and
Keyword
Buyer Persona
Blogs / Emails Campaigns
throughout the company
and with partners.
Positioning
Statement
Win-Themes / Capabilities
Win-Themes
Messaging components
shared by marketing for use
Brand Messaging
Corporate
Presentation
Sales - Ready Messaging
Stories , Scripts , Presentations,
Emails , Letters , Proposals
Corporate
Presentation
Proof
Points
A Messaging Architecture amplifies brand values and enables everyone in the company to speak with one voice.
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28. Messaging Alignment and Content Reuse
WittyParrot is a disruptive
Enrich
content distribution
platform with potential to
change the way marketing
and sales people work,
manage information and
interact with clients.
Content Freshness
WittyParrot enables
marketers and
enablement professionals
to publish and maintain
Create
Messaging Architecture
Manage
Component CMS
Marketing
Buyer Need
Sales
Share
One Voice
Pillars
Big Idea
Win-Themes
Sales Marketing
Alignment
a master version of
information for sharing
and reuse across the
Track
Usage, Relevance, Productivity
enterprise and business
partners to ensure
freshness of information.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 28

29. Sharing Messaging
As project creator,
or owner, when you
Manageability
are ready to deploy a
WittyParrot enables
users to create,
organize, share
and track multiple
content types and
rank and use content
based on name, size,
publication date,
frequency, favorite, or
most frequently used
to easily manage
volumes of content
from diverse sources.
messaging project,
click on the gear and
select share.
Apply permissions
to individuals or to
groups. Salespeople will
typically be read-only.
Other marketers can
comment.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 29

30. Analytics Dashboard
Wit Analytics
and Analytics
Dashboard
WittyParrot
captures usage
statistics at
individual wit
and document
level, and
also provides
analytics
dashboard that
allows sales
enablement
professionals
to track most
used shared
content over
time and to
rank content
effectiveness,
i.e. utilization
frequency, time
saved, storage
used, top
users.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 30

31. CHAPTER
/
Messaging
Deployment in
WittyParrot
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 31

32. Responsive Sales Enablement
The graphic is a screenshot
of the WittyParrot Widget
being used to create on-the-fly
custom email response.
This enables salespeople
to instantly access relevant
information to support buyerseller conversations in real
time. With the custom field
completed, sales people drag
and drop this information
into an email or CRM tool to
immediately follow-up the
call with a written meeting
summary, including links to
resources and confirming next
steps.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 32

33. Deployment on Tablets and Smartphones
Any Device
WittyParrot
helps marketing
professionals to
create and distribute
sales marketing
collateral and make
it available at the
point of use and
moment of need over
any device whether
online or offline to
ensure sales people
get what they need,
when they need it
without having to dig
for it.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 33

34. CHAPTER
/
Summary Take
Aways
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35. Summary And Take-Aways
In summary, the WittyParrot
technology platform
provides out-of-the-box
functionality to:1. Physically align sales and
marketing messaging to
drive content creation
that resonates with
buyers.
2. Facilitate “on-message”
written communication
with customers and
prospects, so that
everyone speaks with
one voice.
3. Enable instant information
access, for sales,
channels, pre-sales and
support professionals,
to become more
responsive.
4. Facilitate useful team
communication and
collaboration.
Top Sales Effectiveness Initiatives for 2013
Enhancing lead generation
48.9%
Aligning sales and Marketing
38.3%
Improving rep to access key information
36.8%
Revising sales process
33.4%
Enhancing team comunications
30.4%
Analyzing costumer’s buying process
27.2%
Revising sales tool
26.6%
Revising sales team structure
25.3%
Revising channel strategy
24.5%
Revising compensation
24%
New CRM tools
21.7%
Revising hiring strategy
5. Provides tools that sales
people will actually
use to improve sales
performance.
15.3%
6. Enable marketing,
operations and
enablement professionals
to track content usage,
productivity and
performance to improve
effectiveness.
A Guide to Sales Marketing Messaging Alignment with WittyParrot // 35

36. TALK TO US
For Companies:
If you are interested in learning more about Sales and Marketing Messaging Alignment using WittyParrot
methodology, please either email me at
mark@wittyparrot.com
or compete the form below.
http://www.wittyparrot.com/contact-us
For Potential Partners:
Join our growing list of partners and become part of our family.
1 Become an OEM partner and deliver a solution on top of WittyParrot.
2 Become an Integrator: Become an implementation partner and support the implementation of WittyParrot
enterprise accounts.
You can learn more about our partnership programs here:
http://www.wittyparrot.com/partner-inquiry
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