{"id":7860,"date":"2011-03-10T14:11:02","date_gmt":"2011-03-10T14:11:02","guid":{"rendered":"http:\/\/www.matthew-j-smith.com\/?p=7860"},"modified":"2019-01-26T22:45:22","modified_gmt":"2019-01-26T22:45:22","slug":"hey-sales-leaders-dare-you-to-email-this-to-your-cmo","status":"publish","type":"post","link":"https:\/\/www.matthew-j-smith.com\/?p=7860","title":{"rendered":"Hey Sales Leaders! Dare You to Email This to Your CMO!"},"content":{"rendered":"<p><strong>Subject<\/strong>: \u00a0 \u00a0 \u00a0 Let\u2019s Win Together!<\/p>\n<p><strong>To<\/strong>: \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Chief Marketing Officer<\/p>\n<p><strong>From<\/strong>: \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Chief Sales Officer<\/p>\n<p><strong>Your Marketing Team matters more to our sales success than ever.<\/strong> Our prospects want to find and research companies like ours <em>on their own \u2013 <\/em>and much further into their buying process than ever before.\u00a0 They prefer to do their research anonymously at first and educate themselves (and the 21 members of the decision committee) with information from websites, Linkedin groups, favorite blogs, even Twitter and Facebook.<\/p>\n<p>Sales conversations (meetings, presentations and demo\u2019s) no longer happen when they used to \u2013 early in the process! Back then Sales Reps were actually considered a helpful resource for buying teams learning their options.\u00a0 In those days we could influence the sale or even head off the RFP, which almost never happens anymore.\u00a0 Buyers today clearly don\u2019t need us at all until THEY are ready!<\/p>\n<p><strong>What Sales needs from Marketing is Lead Management Technology, Content Marketing and Lead Nurturing.<\/strong> It\u2019s the only way we can reach enough leads to keep the top of our sales funnel full.\u00a0\u00a0 We need Marketing to create new content that informs our targets and prospects at every stage of the buying process, even after they have started talking to Sales.\u00a0\u00a0 Drip them white papers, case studies, TCV and ROI calculators, analyst research, comparisons and implementation guides.\u00a0\u00a0 Score those clicks, downloads and pageviews; then let\u2019s work together to decide when it\u2019s best for sales to call those most active prospects.<\/p>\n<p><strong>A sales leader\u2019s confession.<\/strong> We know we\u2019ve never been good at demand generation.\u00a0 Cold calling sucks for one thing, but it was our only and best option to find prospects.\u00a0\u00a0 <em>(It\u2019s also the first thing we stopped doing when a lead turned into a real opportunity.)<\/em> The other thing is, our best competitors have already put lead management technologies, great content and best practices in place and they are kicking our tails!\u00a0 \u00a0No new leads means no new pipeline.<\/p>\n<p>Like my kids say, \u201cLet\u2019s do this thing.\u201d \u00a0If you and your marketing team will make demand generation your top priority, Sales promises our full support whenever and however needed.\u00a0\u00a0 Our commitment to Marketing is that every qualified lead you create will receive our priority attention and best effort to convert into a pipelined sales opportunity.<\/p>\n<p><strong>The real measure of sales and marketing success is company revenue growth.<\/strong> To make this successful for everyone let\u2019s tie some bonus together. \u00a0We can mutually define our goals for sales-ready leads created, leads converted to qualified pipeline and even closed new business.\u00a0 Both our teams can share in the success when we hit the targets. It\u2019s that important to us!<\/p>\n<p>How soon can we start?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Subject: \u00a0 \u00a0 \u00a0 Let\u2019s Win Together! To: \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Chief Marketing Officer From: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[49],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7860"}],"collection":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7860"}],"version-history":[{"count":2,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7860\/revisions"}],"predecessor-version":[{"id":8204,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7860\/revisions\/8204"}],"wp:attachment":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7860"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7860"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7860"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}