Is_Execution_Your_Marketing_Achilles_Heel

 

Almost every Marketing Executive states that they have the rights tools, yet aren’t hitting goals.  “We have the right people, the right agency, but we’re not hitting the objectives.”

 

Execution is where the work gets done. Do everything right but fail to execute and you’ve wasted great work.

 

5 phases to the Execution step:

 

  1. Content Production – produce highly relevant content in enough quantity to meet the objectives of the Marketing and Sales departments.
  2. Campaign Execution – execute the campaigns to produce sales ready leads.
  3. Lead Management Execution – execute the lead nurturing, qualifying and routing process to produce sales ready leads.
  4. Sales Enablement – get the right sales content into the hands of sellers. Enable delivery at the right time and right channel to move a sales opportunity forward.
  5. Reporting – identify, design and create a set of reports that consistently satisfy the needs of the executive leadership team.

 

Problems:

 

  1. Content Production – the demand for content to fuel your B2B sales funnel is never-ending. Sales teams need content at critical moments of a sales cycle to educate customers and prospects. The content must be customer-focused and relevant to customer needs. Without it, campaigns stall and deals push.
  2. Campaign Execution – increased competition in B2B marketing has forced companies to engage in agile marketing strategies. This involves running multiple small campaigns per month.
  3. Lead Management Execution – because lead management is still a new practice, many companies struggle with doing it well. Lead management is a specialized skill that requires familiarity with marketing automation technology and the use of data. Finding those with the right fit of training and experience can be difficult.
  4. Sales Enablement – you need to get the right content in the hands of the right people at the right time. The last mile plagues Sales and Marketing departments. The last mile is defined as the sales call. The moment of truth. A lot of work goes into generating interest in the mind of a buyer and in securing an appointment. Then the sales call happens and the tools and talk track vary by rep. Leaving the last mile up to the sales reps to figure out will result in inconsistent, and ineffective, buyer experiences. This is one of the reasons rep revenue production varies greatly from rep to rep.
  5. Reporting – needs to provide the right data to the leadership team. Marketing automation systems allow you to create KPI dashboards. But Marketing Leaders often don’t know what or how to measure.

 

Solution:

Download How to Increase Marketing’s Contribution to 2015 Revenue report here. Within each section of the report the problems are defined. Each section also includes the solution questions to be answered. For Sales Enablement, the following are a few of the questions you should be able to answer:

 

  • What are the objectives for our sales enablement team?
  • Where does sales enablement live and who owns it?
  • Have we developed the content needed to enable the sales team?
  • Have we packaged the sales enablement material into a playbook that is available to the sales team when they need it?
  • What technologies are needed to facilitate sales enablement (mobile playbooks, sales portals, content management system, partner resource center, learning management system, etc.)?
  • What should our training program include to build the necessary competencies, skills, knowledge?

 

Getting Started

Start with reading the entire report.  Download How to Increase Marketing’s Contribution to 2015 Revenue report here. Complete the associated marketing assessment checklist. It should take 10 minutes. Completing the checklist provides additional areas of alignment, gaps, or gulfs. After completing the analysis you’re ready to develop or update your marketing strategy. If you’re interested in reviewing the report in more detail schedule a 90 minute 1-1 review here.

 

If you have any other questions, connect with me via a LinkedIn Inmail.

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.
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John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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