What sales & marketing should be

The sales and marketing modelling is BROKEN.

Let’s look under the hood, at some of the actions and measuring metrics, and YOU tell me, if you see what many of us do see..

MARKETING

→ Is tasked with creating more No Intent Lead Gen, magnets, which they know are garbage
↳ But it’s HOW they are measured to their CEO, Group CEO’s, or VC firm.

SALES/NEW BUSINESS/BUSINESS DEVELOPMENT

→ Is tasked with how many of the meaningless No Intent Lead Captured People can we convert to Meetings at ALL cost.
↳ But it’s HOW they are measured to their CEO, Group CEO’s, or VC firm.

COMMERCIAL REPERCUSSIONS

→ Most Heads of Sales today firmly believe Marketings role, is to “give us leads man”.
↳ It’s actually to create demand;

↳ by using the feedback loops provided by Business Development,
↳ coupling with Educational Intersects.

Marketing can’t create magic, if Business Development no longer conduct the actions that provide them the keys 🔑

As a result we see a misalignment and misunderstanding at the global market on Job Function.

→ Sales, no longer completes business basics which have been apart of sales for donkey’s years ;
↳ Feedback Loops
↳ Cataloguing the Market
↳ Annual Contract Value - Minus operating cost
↳ Will this deal pass Credit criteria?
↳ Will this deal pass Legal review?
↓ Providing the formula Which would win the business…
↳ Baseline build out of Request for Quote, Request for Proposal, Request for Tender, Request for Bid
↳ Communication Plan - Do we align or exceed their expectations on delivery?

Downstream, we have a TWO fold problem.

→ Customer Success
↳ Have been told, they are no longer part of Sales, and therefore no longer act like it.
↓ Stemming from being led astray by those who have never managed a Sales Team. (Yes I went there, its time to be brutally honest and fix this)
↳ Are now known as the graveyard where new deals go to die.
↓ If Sales/BD, No longer complete the Communication Plan, and flesh out serviceability, MOST of the time, the new acquisition is wasted.
↳ Land and Expand is NON existent, I have not seen a CS team, operate like a proper sales team, since 2010. ☠️

↳The result churn city.

It’s NOT an individual problem, it’s a modelling problem.

NOW, do my ramblings for the past four years around End to End Service Delivery, make sense?

You decide the type of Org you wan to run.

A lean, efficient, profitable one… OR… what we see now at market….

@Paul Thomson @letterdrop, we dive into such topics, and better yet, how to fix them. For this episode!

Backwards to go forwards,

#ClosedCircuitSelling #Marketing #Deals #Sales #Revenue #Basics