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.