Can’t live with them! Can’t live without them! The on-going disconnect between Sales & Marketing.
Marketing and sales teams need to work together for business success, but do sales really support your marketing programmes and are you achieving the best results possible?
Over 80 per cent of B2B organisations struggle with a lack of synergy between sales and marketing [1] . Marketing has long felt the frustration of sales failing to follow up on marketing generated leads in a timely manner, or provide critical feedback to clearly demonstrate marketing ROI.
Likewise, sales often feel like they are wasting their valuable selling time by following up on poor quality marketing leads. This misalignment leads to lost revenue opportunities and leaks in the pipeline. Marketing, now more than ever before, is under greater pressure to improve the lead to sales conversion ratios. With only 16 per cent of sales ready leads being closed, there is a huge potential for improvement [2]. If sales and marketing work effectively together, they can genuinely achieve great results!
This one day workshop will address both strategy and tactics, here’s an outline of what will be covered:
- A strategic overview of where the functions of sales and marketing must collaborate across the business.
- Practical tips and techniques to get sales onboard with marketing.
- How to communicate the value of marketing to sales and handle objections.
- Best practice case studies of companies getting it right and delivering success.
- An evaluation of key tools & technologies that can help cement the relationships covering latest research, books, white papers, blogs
- A group exercise on "live" business issues to put learnings into practice.
- You will be able to create and implement an effective sales engagement plan.
This interactive workshop is designed to enable in-depth learning with the course trainer, along with a host of specialist speakers. Places are limited so every delegate gets the opportunity to benefit from one-to-one consultation time with the trainer.
Who should attend?
This workshop is essential for any marketer who is responsible for supporting the sales process, especially for lead generation, whether client and agency side, and wants to improve the results. The training is for heads of marketing, marketing managers, marketing executives, account managers, account executives, marketing specialists, sales executive and business development managers.
For further information or to book a place, please phone 0207 269 6590 or email saba.hudson@b2bmarketing.net
[1] Aberdeen Group: Lead Life Cycle Management
[2] Aberdeen Group: Research study Lead Nurturing, The Secret to Successful Lead Generation
9.00 - Registration and refreshments
9.15 - Welcome, introductions and expectations for the day
9.30 - Context setting:
- Where do sales & marketing need to align?
- Practical tactics, communicating marketing's value & handling objections
11.00 - Break
11.15 - Best practice case studies - David Meyers, MD, Clarify Solution Selling
- The approach and sales impact of consultative style teleprospecting/marketing in the complex sale
12.00 - Overview of the key tools and technologies
12.15 - Case studies of companies using technology to support alignment & deliver measurable success - Adam Sharp, MD, Clevertouch
13.00 - Lunch
14.00 - Best practice case study - Lisa Hutt, VP EMEA Marketing, Concur Technologies
- Client side case study of marketing delivering value to sales in a variety of ways
14.45 - Group exercise on ‘live business issue'
- Working break
16.30 - Advice on the latest research, books and white papers
16.45 - Summary and conclusion of the day
“I didn't know what to expect, ut found this course incredibly valuable. So many questions and answers to apply to the business. Really, really useful! I would recommend to any B2B marketer” - marketing manager, Office Depot
“Thank you very much - it was very inspiring” – senior manager industry promotion/marketing, Germany Trade & Invest GmBH
“Debbie's content was very high quality and superbly presented. She has an exceptional understanding and knowledge of the topic and has clearly got the experience firsthand to back it up” - head of marketing, EMEA, Red Prairie
“A really good session, very informative and spurred a lot of ideas” – product marketing manager, CIGNA
“Very informative. A lot to take in!” – senior marketing manager, 4C Associates
“Very interesting workshop” – Industry Promotion Manager, Germany Trade & Invest GmBH
“Great training. Good trainer. Good content. Kept me awake!” – Director, CCL
“Good event - enjoyed it and have taken many actions back to the office for our team. Good opportunity to revisit all areas I think” – Marketing Manager, Albany Software
“Excellent case studies and good ideas to take back to business” – sales executive, Blue Sheep
- 8 March 2012
- 16 December 2011
- 18 October 2011
