{"id":7934,"date":"2011-03-22T15:12:22","date_gmt":"2011-03-22T15:12:22","guid":{"rendered":"http:\/\/www.matthew-j-smith.com\/?p=7934"},"modified":"2014-10-06T01:45:47","modified_gmt":"2014-10-06T01:45:47","slug":"winning-goals-for-ceos-sales-and-marketing-teams","status":"publish","type":"post","link":"https:\/\/www.matthew-j-smith.com\/?p=7934","title":{"rendered":"Winning Goals for CEOs and Sales and Marketing Teams"},"content":{"rendered":"<p>Much is written these days about demand generation alignment and what sales needs from marketing to be successful.\u00a0 But there is actually a very important third side to that relationship, the chief executive officer.\u00a0 What CEO\u2019s need from sales and marketing represents the company\u2019s needs as a whole: quite simply the revenues to continue operating and growing the firm.<\/p>\n<p>Imagine the disappointing results companies would see at the end of a year if these three areas were not in alignment?\u00a0 It\u2019s how companies missing this critical connection actually try to function!<\/p>\n<ul>\n<li>Sales sells to sectors, markets and companies they arbitrarily chose on their own.<\/li>\n<li>Marketing creates campaigns and delivers messaging to audiences sales isn\u2019t interested in.<\/li>\n<li>The CEO keeps the company\u2019s strategic plan in a filing drawer, hidden from the functional leaders responsible for executing it.<\/li>\n<\/ul>\n<p>We find keeping it simple helps the CEO\u2019s, Sales Leaders and Marketing Executives we work with achieve this critical alignment.\u00a0 Here\u2019s a checklist we use to help them get started.<\/p>\n<p><strong>What CEO\u2019s should expect from sales leadership:<\/strong><\/p>\n<ul>\n<li>Mange their sales team to consistently \u201c<strong>make the number<\/strong>\u201c<\/li>\n<li>Define and execute a <strong>sales strategy<\/strong> aligned with company goals<\/li>\n<li>Commitment to a sales process that the C-Team understands, trusts and <strong>can measure<\/strong><\/li>\n<li>Alignment with marketing on <strong>lead creation<\/strong> responsibility and goals<\/li>\n<li>A \u201csales investment plan\u201d to ensure <strong>continued improvement<\/strong> in win rates, sale revenue growth and individual productivity<\/li>\n<\/ul>\n<p><strong>What Sales Leaders need to <em>make the number:<\/em><\/strong><\/p>\n<ul>\n<li>Properly structured, market <strong>competitive sales team<\/strong> and incentive plan that motivates the right behaviors<\/li>\n<li>Defined <strong>sales process<\/strong>, supported across the organization<\/li>\n<li>Clearly defined expectations and <strong>leadership cadence<\/strong><\/li>\n<li>Consistent, qualified <strong>lead flow<\/strong> to sustain targeted win rates<\/li>\n<\/ul>\n<p><strong>What marketing leaders must do to help sales:<\/strong><\/p>\n<ul>\n<li><strong>Total alignment<\/strong> with company and sales strategy, selling process, and pipeline goals<\/li>\n<li>Connect <strong>marketing bonuses<\/strong> and incentives to sales\u2019 lead requirements<\/li>\n<li>Apply <strong>lead generation and nurturing<\/strong> best practices to creating qualified opportunities for the sales pipeline<\/li>\n<li>Feed the <strong>sales intelligence<\/strong> \/ knowledge management system with actionable information<\/li>\n<\/ul>\n<p>In this three sided relationship, each role\u2019s unique needs define the deliverables of the next.\u00a0 CEO\u2019s, by setting company strategy and revenue requirements, establish the financial goals and growth areas for sales.\u00a0 Sales leaders translate those goals and expectations into tactical sales plans and quotas, which in turn define the results marketing must achieve from their campaigns and programs.\u00a0 Finally, marketing provides market insight and information back to the CEO and sales leadership \u2013 to help them adjust their go-to-market strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Much is written these days about demand generation alignment and what sales needs from marketing to be successful.\u00a0 But there [&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":[22],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7934"}],"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=7934"}],"version-history":[{"count":2,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7934\/revisions"}],"predecessor-version":[{"id":8203,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=\/wp\/v2\/posts\/7934\/revisions\/8203"}],"wp:attachment":[{"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7934"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.matthew-j-smith.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}