Make Marketing Indispensable Strategies for turning the sales team into your biggest fans Kelly Harman Vice President, Marketing Carousel Industries
Session Speaker Kelly Harman Vice President, Marketing Carousel Industries Kelly is responsible for all aspects of marketing and public relations for Carousel. She has over 20 years of marketing, sales and business development experience working with US & European-based technology and telecom companies in the areas of business & marketing strategy, tactical planning and execution, channel program development, merger and acquisition integration, and all aspects of sales/marketing plans. @kellyoutloud Kelly speaks and writes on the subjects of marketing, entrepreneurship, Web 2.0, and women's issues. She has been quoted in The Wall Street Journal, NewsWeek, BusinessWeek, The Washington Post and Washington Business Journal. Kelly was the recipient of Women In Technology's "Entrepreneur of the Year" award in 2009. In 2010 Kelly was named by CRN Magazine as one of the top 100 most powerful women in the Channel. 2
Today’s Sales Executive
What We Did Walked in their shoes 1 Gave them more useful tools 2 Made it easier to find stuff 3 Made our department transparent 4
What We Did Walked in their shoes 1 Gave them more useful tools 2 Made it easier to find stuff 3 Made our department transparent 4
Every marketing member went on sales calls • We defined each type of sales meeting in the sales cycle • All marketing staff went on at least one of each type of meeting (in progress) • Observed what tools were used, what the rep said, how the customer/prospect reacted, what they said to our rep, etc. • Reported back to the team in update meetings
Created a sales advisory group • Quarterly calls with select reps from around the region • Get feedback on • Industry trends • Customer pains • Latest wins/losses • Marketing support and tools • Leads generated • New campaign ideas • Started sitting in on sales team meetings
What We Did Walked in their shoes 1 Gave them more useful tools 2 Made it easier to find stuff 3 Made our department transparent 4
“Packaged” Case Studies • Externally Facing Case Study • Email template to send out to prospects about the case study • List of other companies we’ve done this for “name dropping” during discussion with customer/prospect • List of prospects in their area that match (industry, size, etc.) this customer • Internal “win” primer that outlines the sales process, decision makers, objections overcome, competitive factors, etc. • Supporting industry documentation • Video interview with the account team to tell the “story” of how they won the deal
Created Presentations They Actually Used
Developed an RFP Response Library • Word template created with macros to pull content as necessary, automating proposal development • Constantly updating Q&A section • Centralized all departmental answers to RFPs into one section of Sharepoint
Updated & Appended Data in our CRM System • Used Mechanical Turk for basic information • https://www.mturk.com/mturk/welcome
Made Prospecting Easier Imported additional contacts, • demographics, etc. to existing prospects New prospects had data appended prior • to import Created importing service for sales reps • (scrub, append, import and assign). Integrated our CRM with our lead • nurturing solution to update contact activity real-time Conducted webinars on prospecting with • Linked-In and other social media tools
What We Did Walked in their shoes 1 Gave them more useful tools 2 Made it easier to find stuff 3 Made our department transparent 4
Developed a Sales Portal using WordPress Organized by what they told us • was important. All documents reside in • SharePoint. We provide links. Kept IT department updated on • our project. Reduced email attachments to sales by 65%.
Created Partner Pages Provides partner contacts • Links to Partner portals • Up to date discount and pricing • information Summary of what the partner • does, including size, revenue, employees, etc. Partners help fund their own • pages
Delivered Information in a Variety of Methods
Gave them an image library
What We Did Walked in their shoes 1 Gave them more useful tools 2 Made it easier to find stuff 3 Made our department transparent 4
Marketing Portal: Entire company has access
Brought to you by: Lucy Graham Steve Miller Laura Spehar Danielle Kick Liz Parker Sarah Sonier
Thank You Kelly Harman Vice President, Marketing Carousel Industries, Inc. kharman@carouselindustries.com 24
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