Make Marketing Indispensable Strategies for turning the sales team - - PowerPoint PPT Presentation

Strategies for turning the sales team into your biggest fans

Make Marketing Indispensable

Kelly Harman Vice President, Marketing Carousel Industries

Kelly Harman Vice President, Marketing Carousel Industries

Kelly is responsible for all aspects of marketing and public relations for

• Carousel. She has over 20 years of marketing, sales and business

development experience working with US & European-based technology and telecom companies in the areas of business & marketing strategy, tactical planning and execution, channel program development, merger and acquisition integration, and all aspects of sales/marketing plans. Kelly speaks and writes on the subjects of marketing, entrepreneurship, Web 2.0, and women's issues. She has been quoted in The Wall Street Journal, NewsWeek, BusinessWeek, The Washington Post and Washington Business Journal. Kelly was the recipient of Women In Technology's "Entrepreneur of the Year" award in 2009. In 2010 Kelly was named by CRN Magazine as one of the top 100 most powerful women in the Channel.

Session Speaker

@kellyoutloud

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Today’s Sales Executive

Walked in their shoes Gave them more useful tools Made it easier to find stuff Made our department transparent

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What We Did

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Walked in their shoes Gave them more useful tools Made it easier to find stuff Made our department transparent

2 3 1

What We Did

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Every marketing member went on sales calls

• We defined each type of sales meeting

in the sales cycle

• All marketing staff went on at least one
• f each type of meeting (in progress)
• Observed what tools were used, what

the rep said, how the customer/prospect reacted, what they said to our rep, etc.

• Reported back to the team in update

meetings

Created a sales advisory group

• Quarterly calls with select reps from around the region
• Get feedback on
• Industry trends
• Customer pains
• Latest wins/losses
• Marketing support and tools
• Leads generated
• New campaign ideas
• Started sitting in on sales team meetings

Walked in their shoes Gave them more useful tools Made it easier to find stuff Made our department transparent

2 3 1

What We Did

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“Packaged” Case Studies

• Externally Facing Case Study
• Email template to send out to prospects about the case study
• List of other companies we’ve done this for “name dropping”

during discussion with customer/prospect

• List of prospects in their area that match (industry, size, etc.)

this customer

• Internal “win” primer that outlines the sales process, decision

makers, objections overcome, competitive factors, etc.

• Supporting industry documentation
• Video interview with the account team to tell the “story” of

how they won the deal

Created Presentations They Actually Used

Developed an RFP Response Library

• Word template created with macros to pull content as

necessary, automating proposal development

• Constantly updating Q&A section
• Centralized all departmental answers to RFPs into one section
• f Sharepoint

Updated & Appended Data in our CRM System

• Used Mechanical Turk for basic information
• https://www.mturk.com/mturk/welcome

Made Prospecting Easier

• Imported additional contacts,

demographics, etc. to existing prospects

• New prospects had data appended prior

to import

• Created importing service for sales reps

(scrub, append, import and assign).

• Integrated our CRM with our lead

nurturing solution to update contact activity real-time

• Conducted webinars on prospecting with

Linked-In and other social media tools

Walked in their shoes Gave them more useful tools Made it easier to find stuff Made our department transparent

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What We Did

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Developed a Sales Portal using WordPress

• Organized by what they told us

was important.

• All documents reside in
• SharePoint. We provide links.
• Kept IT department updated on
• ur project. Reduced email

attachments to sales by 65%.

Created Partner Pages

• Provides partner contacts
• Links to Partner portals
• Up to date discount and pricing

information

• Summary of what the partner

does, including size, revenue, employees, etc.

• Partners help fund their own

pages

Delivered Information in a Variety of Methods

Gave them an image library

Walked in their shoes Gave them more useful tools Made it easier to find stuff Made our department transparent

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What We Did

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Marketing Portal: Entire company has access

Steve Miller Sarah Sonier Danielle Kick Laura Spehar Lucy Graham

Brought to you by:

Liz Parker

Thank You

Kelly Harman Vice President, Marketing Carousel Industries, Inc. kharman@carouselindustries.com

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