Tag Archives: sales 2.0

Sales 2.0: Also for Marketing?

Today I’m at the Sales 2.0 conference to learn more about new sales & marketing techniques. A sales conference while I’m in marketing? I told one of my sales coworkers yesterday, and the discussion went like this:

Jep: I’m going to the Sales 2.0 conference tomorrow

Coworker: [confused look] Why are you going to a sales conference?

Jep: It also covers sales development (lead qualification) and demand generation

Coworker: Oh really? That’s interesting.

So many people still think that “Sales 2.0” is only about sales. Not surprising, as it says “sales” and does not mention marketing.

The reality is different: successful implementation of Sales 2.0 requires close collaboration between sales and marketing. For example, David Solinger explained  that Ariba now has precise metrics how many leads they need to close a specific amount of business. That is only possible when sales and marketing work closely together.

Sales & Marketing: a single revenue cycle

I stopped by at Marketo‘s booth and had a nice chat with Deanna Deary (Sales) and Kelly Abner (Marketing Director) and asked them about their take. They see marketing & sales as a single revenue cycle. And with better tools (like Marketo) there is better insight in the revenue that marketing influences: so rather than seeing marketing as a cost center, it actually brings in money.

As marketing is getting their act together, sales is also more appreciative or marketing. David Satterwhite of NewScale mentioned an old quote of Larry Ellison: “If you’re not a sales rep and you’re not an engineer, then you’re overhead.”

Marketo’s Kelly mentioned that the first Sales 2.0 conference had a lot of “marketing bashing”. That has changed: today’s conference has a dedicated marketing session, and dozens of marketing people are attending.

Tom McCleary of GroupSwim sees the same trend: “marketing and sales need to be in lockstep, and the feedback needs to be instantaneous”. GroupSwim provides online collaboration software that results in better alignment of sales & marketing teams, regardless of the location of these teams.

We need a new type of marketing person…

Another trend is a change in people: I’ve seen traditional marketing VPs who do not like to be pinned down on a specific lead goals. They think it’s better to keep the goals vague, and focus on lead quantity rather than quality. Traditional Sales VPs then complain about the marketing leads and try to find ways to become self-sufficient and generate their own leads.

As Sales 2.0 is changing to a collaborative model, different skills and priorities are needed. For marketing specifically, I think we need more analytical skills: people who are not focused on pretty images, but on setting up efficient processes, with metrics to support this.

This analytical marketer is hard to find: I’ve been told that the best Eloqua sales rep is also placing demand-gen specialists with new Eloqua clients, to ensure that they have the skills need to make “Marketing 2.0” a success.

Marketers Unite

There are books and conferences on Sales 2.0, but – even though marketing is mentioned – are primarily about sales. But for successful implementation of Sales 2.0 you need both sales and marketing, and marketing seems to be behind.

How can we get more exposure for the role of marketing in Sales 2.0?

Let me know your ideas!

Sales 2.0 Conference: for Marketing 2.0 too

I was recently invited to attend the Sales 2.0 Conference, which takes place on March 4 & 5, 2009 in San Francisco. I always like to attend conferences, so I gladly accepted. But I did wonder:

How does Sales 2.0 relate to Marketing Automation?

In the traditional way of thinking, if something is labeled “sales” it is clearly not marketing. Luckily, things are changing. The best definition of Sales 2.0 captures this, by mentioning the importance of having a customer-focused process that is supported by both sales and marketing:

sales 2.0 conference logo“Sales 2.0 brings together customer-focused methodologies and productivity-enhancing technologies that transform selling from an art to a science. Sales 2.0 relies on a repeatable, collaborative and customer-enabled process that runs through the sales and marketing organization, resulting in improved productivity, predictable ROI and superior performance.” – Pelin Wood Thorogood and Gerhard Gschwandtner

Having applied Sales 2.0 techniques in my own job, I’ve seen that the collaboration between marketing and sales has improved significantly: the sales team now knows what they can expect from marketing. The processes are better defined, and the outcomes are more measurable.

Sales 2.0 Tools

On this blog I often cover solutions that support the marketing & sales process. If you look at the sponsors of the Sales 2.0 Conference you get a good overview of the type of products offered in the Sales 2.0 space. This is just a subset:

  • Genius.com
    Email and analytics tools for demand generation; Genius.com offers products for both individual sales people as well as marketing teams
  • Marketo
    Lead Management software, to streamline the lead generation process from inquiry to sales-ready lead
  • Xactly
    Compensation management software; seems most interesting for larger sales organizations
  • LucidEra, Angoss, Birst
    Sales & Marketing Analytics; they will probably be upset that I bundled them together,but based on their websites it looks like they do a similar thing: providing better insight into sales & marketing performance
  • GroupSwim Sales Collaboration
    Collaboration software for Sales & Marketing teams; includes a strong knowledge sharing component.

And then there are a whole range of sales productivity tools (e.g. ConnectAndSell and Xobni) and data vendors (like JigSaw). Also, services vendors are present, from lead generation services to sales training.

The Conference Schedule

In addition to interesting Sales 2.0 vendors, the conference has an nice line-up of speakers. This includes Brian Carroll (author of Lead Management for the Complex Sale), Jim Dickie and Barry Trailer of CSO Insights, Judy Fick of Unisys and many more. The event is hosted by Gerhard Gschwandtner of SellingPower and David Thompson of Genius.com. If you want to meet up, please send me an email (leadsloth) or Tweet.

Are you planning to attend the conference? It looks like there will be some interesting topics for demand generation marketers, what is your take?