Accelerate Podcast with Andy Paul
February 18, 2017

How to Align Sales and Marketing for Best Results. With Peter Buscemi. #385

Joining me on this episode of Accelerate! is my guest Peter Buscemi, Founder of Four Quadrant, LLC. He serves as an advisor and educator to Fortune 1000 companies and startups, and provides go-to-market resources. Among the topics that Peter and I discuss are the connections between sales and marketing roles, and a one-page Sales & Marketing Quick Reference Card that should sit by every telephone in your organization.

KEY TAKEAWAYS

[5:32] Where is the dividing line between Sales and Marketing? Where do the SDRs fit? Peter quotes David Packard, “Marketing is much too important to leave to marketers.”

[6:24] Peter says Marketing either builds or maintains a brand, or helps build better products, or helps sell.

[6:58] Demand creation and field marketing functions are best handled by marketing. A salesperson is too expensive to use for development. Carve out tasks for the experts in that area.

[8:48] “Integrated Sales and Marketing” does not want Marketing Qualified Leads. It wants Sales Qualified Leads. The salesperson wants opportunities with high propensity to close.

[10:25] How do you align Sales and Marketing?

[14:16] Why companies need to plan with a longer planning horizon. It takes months between planning for opportunities, engaging them, and closing them.

[18:55] Peter offers a Sales & Marketing Quick Reference Card, to put Sales and Marketing on one page, for a SDR or a BDR to have in front of them on phone calls. It has a positioning statement, opportunity use cases, discovery questions, FAQs.

[28:03] Building a brand and maintaining it are necessary, but those are not sales messages. Sales needs to align with corporate messaging, but focus on client needs. Marketing needs to know sales messaging, to create leads.

 

February 14, 2017

How to Market and Sell for Scaling Up. With Verne Harnish. #381

Joining me on this episode of Accelerate! is my guest Verne Harnish, Founder of The Gazelles, a leading business coach, bestselling author of Mastering the Rockefeller Habits: What You Must Do to Increase the Value of Your Growing Firm, and most recently, Scaling Up: How a Few Companies Make It…and Why the Rest Don’t, as well as Founder of the Entrepreneurs’ Organization. Among the many topics that Verne and I discuss are the challenges blocking startups from scaling up and his advice for accelerating your growth.

KEY TAKEAWAYS

[4:27] Verne cites research by Bill Gross at IdeaLab, on five factors that contribute to successful scaling: People, Strategy, Execution, Cash, and Timing, with Timing, the most critical.

[8:14] Competition grew by magnitudes with the global Internet. The best defense is offense, so go global in a narrow product line.

[10:58] Jim Collins, in Good to Great, addresses sales automation. (1) Have disciplined people, (2) engaged in disciplined thought, (3) with disciplined action. Once you have your strategy, then (4) add automation. Too early is messy.

[15:16] Marketing is critical. Lean startups need to say yes to everything. But, “What got you here won’t get you there.” Agile scale-ups need a different approach — a well-functioning marketing department, separate from sales.

[19:47] 76% of companies remain home-based, because they haven’t crossed the barrier to finding the first hire, a great salesperson. 3% of companies scale. How do you know you should? Scalers are voracious learners, who don’t know it all.

[21:11] Mark Cuban said his biggest failures came when he thought “he was the smartest person in the room.” Have conviction, but be humble enough to go seek help.

[23:10] Companies may have a book club. Andy has clients do this. To 10X a company, don’t 10X just your own knowledge, but every employee’s knowledge. Don’t outgrow your team.

[24:22] Verne put in his “Trends” column for 2016, “This is the year we get rid of the word, ‘manager.’” Nobody needs a sales manager, they need a sales coach.

[26:45] Sales should call in each day and report “what they’ve heard,” for Quick Market Intelligence. Verne says, “There are two kinds of salespeople — winners and whiners.” Winners report what works and what doesn’t, to remove barriers.

 

February 6, 2017

How to Accelerate Your Growth by Aligning Sales and Marketing. With Andrea Austin. #374

Joining me on this episode of Accelerate! is my guest Andrea Austin, Vice President of Enterprise Sales at InsideView, and the co-author of a brand new book called Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth.

KEY TAKEAWAYS

[2:12]  Andrea started at IBM as a marketing sales associate. Their ‘Selling Fridays’ taught her how to handle objections. [5:08] Andrea joined InsideView three years ago, where she met her co-author, Tracy Eiler.

[6:33] Andrea talks about handoff points between marketing and sales; MQL, SQL, and SAL; and conversion rates. In enterprise selling, some of the best leads in sales come from their own work. Andrea leverages Marketing for branding.

[7:25] In SaaS, the buyer is now in charge. They do their due diligence before they engage with sales. Sales and Marketing need to align, to participate effectively in the customer experience.

[10:37] Andrea says research pigeonholes the buyer’s thinking, as they seek the solution to one business pain point. Her goal is to influence the buyer’s perception of their whole problem.

[12:51] Andrea explains how alignment can increase revenue by 10%, profitability by 15%, and growth rate by 19%, through clarity between areas; each doing that at which they excel.

[16:16] InsideView researched where 1,000 respondents felt they were aligned, and not aligned: communication, processes, metrics, and data on target accounts. Aligned to Achieve attacks these in three ways: people, processes, and technology.

[19:25] The book was written because misalignment between marketing and sales is too great.

[23:38] Alignment requires a cultural change that needs the CEO to publicly support it. When sales and marketing push together, more happens.

[27:25] To align sales & marketing efforts, Andrea organized a bi-weekly Smarketing meeting, which looks at results two weeks back, near events two weeks ahead, and plans two weeks beyond, making a six-week rolling window to align plans and feedback.

[35:30] Aligned to Achieve uses a looped symbol to represent the sales funnel on its head, continually cycling through the Find, Engage, Close, and Grow stages of the customer relationship.

 

December 24, 2016

Replay: How to Increase Win Rates on Qualified Leads. With Dan McDade. #289

My guest on this episode of Accelerate! is Dan McDade, Founder and CEO of PointClear and author of The Truth About Leads. Among the many topics Dan and I discuss are the importance of sales & marketing alignment in lead generation, effective strategies to improve sales & marketing collaboration, the differences between inside sales reps and outside sales executives and how to choose the right candidates for each role, and establishing good KPIs, such as the percentage of sales qualified leads an effective sales organization should expect to close.

December 20, 2016

Marketing Into the Sales Funnel. With Matt Heinz. #335

Joining me for the second time on Accelerate! is my guest Matt Heinz. Matt is Founder and CEO of Heinz Marketing, and the author of Full Funnel Marketing: How to Embrace Revenue Responsibility & Increase Marketing’s Influence On Pipeline Growth & Closed Deals. Among the many topics that Matt and I discuss are how Full Funnel Marketing is a challenge to marketers; how to measure Marketing’s contribution to the pipeline; the challenges for integrating Marketing and Sales; and why so many sales reps have trouble selling the outcome vs their product.

November 10, 2016

How to Accelerate the Growth of Your Sales Through Automation. With Craig Klein. #302

My guest on this episode of Accelerate! is Craig Klein, Founder and CEO of SalesNexus, an integrated CRM and Email Marketing Automation platform, generating leads for small and medium sized businesses. Some of the key topics that  Craig and I discuss in this episode are the development of online and mobile CRM, why CRM implementations fail, and Craig’s suggestions on how to get started with integrated marketing automation and CRM.

October 26, 2016

How to Increase Win Rates on Qualified Leads. With Dan McDade. #289

My guest on this episode of Accelerate! is Dan McDade, Founder and CEO of PointClear and author of The Truth About Leads. Among the many topics Dan and I discuss are the importance of sales & marketing alignment in lead generation, effective strategies to improve sales & marketing collaboration, the differences between inside sales reps and outside sales executives and how to choose the right candidates for each role, and establishing good KPIs, such as the percentage of sales qualified leads an effective sales organization should expect to close.

October 10, 2016

Best Social Marketing Practices for SMBs. With Jeff Korhan. #275

I’m excited to talk to my guest on this episode. Joining me is Jeff Korhan, host of This Old New Business podcast, speaker, trainer, and author of a great book, Built•in Social: Essential Social Marketing Practices for Every Small Business. In this episode, Jeff shares some of his best practices on social marketing, including how to take that first step to define and implement your social media strategy, what it means to own and design your own market in this digital age, and how to build your business around your audience.

 

October 3, 2016

The Science of Marketing and Sales Alignment. With Peter Mollins. #269

I’m excited to talk to my guest, Peter Mollins, CMO at KnowledgeTree. On this episode, Peter and I talk in depth about the alignment and communication between sales and marketing departments. And, how better collaboration at every stage in the sales funnel will lead to generating more revenue.

September 14, 2016

How to Improve Sales Training with a Marketing Mindset. With Bill Caskey. #253

Bill Caskey is co-host of the long-running sales podcast, The Advanced Selling Podcast; and he is the President of Caskey Training, a sales training organization based in Indianapolis. Bill has also authored multiple books on sales, including most recently, Make Your Sales Team Unstoppable: A Systematic Method for Creating an Unstoppable Sales Team in a Competitive Market. In this episode, Bill and I talk about the biggest challenge facing sales leaders, why sales leaders need to have a marketing mindset, and the importance of personal branding for sales professionals.