Aligning Marketing and Sales: Achieve Success Through Collaboration

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Detailed Overview/Outline

Your marketing and sales teams—working allies or adversaries?

Salespeople care only about commissions!” “Marketers don’t know beans about real customers!” Don’t let culture, personalities and attitudes drive these two critical teams apart—and threaten the bottom line. Replace turf wars with team work with the tools to help marketing and sales collaborate, communicate—and conquer together! Achieve better customer relationships, product/service solutions that meet customer demands, superior speed-to-market performance and greater organizational competitiveness!

Who Should Attend
Mid- to senior-level marketing, sales and product executives, including managers, directors, VPs and CMOs. Note: Team participation, though not essential, will enhance the benefits of this seminar.

How You Will Benefit

• Identify and maximize the interdependencies between marketing and sales
• Understand the different perspectives that each team brings to the table
• Effectively monitor and improve collaborative efforts between marketing and sales
• Link the strategic nature of marketing with the tactical needs of sales to better utilize resources
• Create a lead-generation strategy that encompasses marketing, sales and end-users
• Achieve successful customer relationship management—the core of marketing/sales alignment
• Bring to market customer-focused products and services with speed and efficiency

What You Will Cover

• The need for, and benefits of, marketing and sales alignment
• Marketing and sales perspectives: account vs. product/market focus…how marketing mix elements tie in to the sales process
• CRM: moving from a product/service orientation to a customer orientation
• Interdependency between marketing and sales
• Tools and strategies that create linkages: performance planning systems, compensation, reporting processes, cross-functional marketing/sales teams, liaisons to coordinate interfaces and more
• Moving beyond marketing/sales interface to create long-term customer value

TOPICS
Learning Objectives

• Explore Trends in the Customer/Marketing/Sales Interface
• Clarify the Traditional Roles of Marketing and Sales
• Establish Linkages Between Marketing and Sales to Enhance Product and Service Delivery
• Understand the Not-So-Subtle Differences Between Marketing’s Strategic Orientation and Sale’s Tactical Implementation
• Practice Collaboration—Using a Template Provided, Build an "Alignment Framework" to Help Improve Collaboration Between Your Own Marketing and Sales Groups
• Assess Your Current Marketing and Sales Alignment, Identifying Any Gaps Using the Marketing and Sales Return on Alignment Instrument
• Determine the Costs to Your Organization Resulting from Nonalignment of Marketing and Sales
• Create a Lead Generation Strategy—"Where Are the Leads Coming From?" to "What Are We Going to Do with the Leads We Get?"
• Appreciate the Roles and Responsibilities of Everyone in Marketing and Sales, Knowing That Both Perspectives Are Critical to Success
• Create a System of Linkages to Ensure That Marketing and Sales Collaborate Efficiently and Effectively
• Measure the Success of Your Marketing and Sales Alignment Efforts

The Need for Marketing and Sales Alignment

• Assess Why Marketing and Sales Alignment (MSA) Is Lacking By Identifying Key Industry Research
• Assess the Key Reasons Why Businesses Are Investigating Enhancing Their Alignment Strategies
• Target Concerns in Your Own Organization with Your Alignment Activities
• Investigate Trends in Product Life Cycle Management and Their Effects on MSA

Bringing Two Worlds Together, One Person at a Time

• Build Rapport with Others
• Identify Yourself and Your Own Communication Style
• Identify the Behaviors That Signal the Communication Styles of Others
• Migrate to Other Communication Styles

Effective Marketing and Sales Alignment

• Identify the Five Key Reasons Why Most Marketing and Sales Functions Are Not Properly Aligned
• Target "Not Spots" in Your MSA That Affect the Efficiency and Productivity of Your Marketing and Sales Functions
• Assess Your Current MSA Score to Compute Your Marketing and Sales Return on Alignment (MSROA)

Understanding the Differences in Perspectives

• Prioritize Activities and Assign Responsibilities Using the RCG Activity Continuum
• Identify Costs Resulting from Misalignment
• Practice Adapting to Marketing and Sales Perspectives

Establishing Linkages

• Identify the Points of Interdependency Between Marketing and Sales
• Clarify Roles and Responsibilities Before Aligning Activities
• Establish Basic and Advanced Linkages to Solidify Collaboration Between Marketing and Sales

Measurement, Reporting, and Accountability

• Evaluate Your Competitive Position Relative to Your Competitors’ Positions, Using the Competitive Positioning Matrix™ and Market Share Matrix™
• Accurately Measure Your Company’s Product, Service, and Value Positioning Using the Product Mix Matrix™ and the Channel Mix Matrix™
• Infuse Measurement and Accountability into Your Lead Management System
• Measure Your Marketing and Sales Activities Using the OMTO™ Planning Technique
• Establish a Commercialization Process to Plan, Measure, Report, and Evaluate Accountability in Your Organization

Implementing Your Marketing and Sales Alignment Plan

• Link Your Marketing and Sales Alignment Back to Corporate Strategy Initiatives
• Assess Your Training Needs for Effective Implementation
• Determine the Time Schedule That Fits Your MSA Strategy
• Identify and Manage Costs Associated with Implementation

Sponsor Background:
The American Management Association was founded in 1923. They have built a content control check into every one of their professional seminars. Plus a series of checks and balances to ensure that the content of every AMA seminar is precisely targeted to:

• provide comprehensive, hands-on training that is of practical use when you return to the job
• focus on need-to-know specifics, relevant to the demands of global business today
• offer the expertise and personalized attention of top-ranking instructors
• facilitate your career development and business savvy

Whether you're looking for a solid foundation of business fundamentals or strategies to help you seize growth opportunities for your company, AMA offers expert instruction to help you:

• manage your priorities effectively
• cultivate more productive working relationships
• increase your on-the-job value
• align your skills with marketplace demands
• bring out the best in people, processes and yourself

Cancellation and Refund Policy

If you cannot attend a seminar you may contact AMA in advance to transfer to a future session, or can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply call. If you cancel with less than three weeks' notice, you will be liable for the entire seminar fee, however you may request a courtesy transfer to use at any future AMA seminar of equal or lesser value. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed, and do not cancel with a minimum of three weeks’ notice as described above, you will be charged the entire seminar fee.

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