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CORPORATE

CAFFEINE

Mastery. Truth. Growth. Fun.

How to Accelerate

Revenue Growth through

Sales & Marketing Alignment

Dacia Coffey, CEO

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Watch your thoughts; they become words.�Watch your words; they become actions.�Watch your actions; they become habits.�Watch your habits; they become character.�Watch your character; it becomes your destiny.

-- Lao-Tze

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GOOD NEWS + BAD NEWS

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POP QUIZ!

True?

POP

False?

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SALES

IS

EASY

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MARKETING �IS EASY

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YOU ARE

AWESOME

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IF YOU ARE SO

AWESOME…

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DOES IT FEEL LIKE THIS?

WHY

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THIS GUY

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Heaven and earth will pass away, but my words will never pass away.Matthew 24:35

The unfolding of your words gives light;�it gives understanding to the simple.Psalm 119:130

Jesus answered, “It is written: ‘Man shall not live on bread alone, but on every word that comes from the mouth of God.’”

Look at the ships also: though they are so large and are driven by strong winds, they are guided by a very small rudder wherever the will of the pilot directs. ⁵So also the tongue is a small member, yet it boasts of great things. How great a forest is set ablaze by such a small fire! James 3: 4-5

Your word is a lamp for my feet, a light on my path. Psalm 119:105

Do not let any unwholesome talk come out of your mouths, but only what is helpful for building others up according to their needs, that it may benefit those who listen. Ephesians 29:4

The unfolding of your words gives light; it gives understanding �to the simple. �Psalm 119:130

The heart of the wise makes his speech judicious and adds persuasiveness to his lips.

Proverbs 16:23

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Heaven and earth will pass away, but my words will never pass away.Matthew 24:35

The unfolding of your words gives light;�it gives understanding to the simple.Psalm 119:130

Jesus answered, “It is written: ‘Man shall not live on bread alone, but on every word that comes from the mouth of God.’”

“The aim of marketing is to know and understand the customer so well the product and services fits him and sells itself.”

– Peter Drucker

Your word is a lamp for my feet, a light on my path. Psalm 119:105

Among the things you can give--and still keep– are your word, a smile, and a grateful heart.�― Zig Ziglar

The heart of the wise makes his speech judicious and adds persuasiveness to his lips.

Proverbs 16:23

“Give me six hours to chop down a tree, and I will spend the first four sharpening the ax.” ― Abraham Lincoln

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LET THE WORDS OF MY MOUTH

AND THE MEDITATION OF MY HEART BE ACCEPTABLE IN YOUR SIGHT, O LORD, �MY ROCK AND REDEEMER.

-Psalm 19:14

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SOLVING THE WRONG PROBLEM

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IT’S NOT ABOUT YOU

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YOUR POTENTIAL �IS UNLEASHED THROUGH YOUR �ABILITY TO �TRANSFORM THE �LIVES OF OTHERS.

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FIND YOUR VOICE

BEING

GOOD IS GOOD FOR BUSINESS

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HOW DO WE MAXIMIZE INFLUENCE?

SERVANT LEADERSHIP

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Let’s talk about a situation where you are selling to the same company, but there are 3 decision makers.

One is the CFO. What do they care about ? Cost, don’t get me fired, their metrics

One is CEO: Competition, position, legacy, talent, threats, expansion, regulations, keep stock holders or board happy

One is COO: Efficiency, lean or improvement, metrics: time, productivity, safety, downtime, capacity, flow, material supply

3 decision makers, 3 completely different paradigms

Who has ability to say yes? Who makes the biggest impact?

How do they like to receive information? Where do they go to get info? What type of personality are they? Do they like data or stories? Video or graphics?

Teach them how to make a better decision. How can you help them get what they want? They each want something different.

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WHOEVER WANTS TO BE GREAT MUST BECOME A SERVANT.

-Mark 10:43

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The single biggest problem in communication is the illusion that it has taken place.

George Bernard Shaw

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WHAT IS THE MOST DIFFICULT QUESTION IN THE WORLD?

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MORE SALES

MORE PROFIT

RECOGNITION

LOYALTY

PRESTIGE

INFLUENCE

AFFLUENCE

LEADERSHIP

MEANING

LEGACY

FREEDOM

WHAT do YOU WANT?

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WHAT ARE WE TRYING TO ACCOMPLISH?

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WHEN WILL YOU SEE RESULTS?

POINTS OF IMPACT

SOLVE THE RIGHT PROBLEM

Find the low-lying fruit and where you are losing people: FILL in the pipeline

Short-term sales impact

RESOURCE ALLOCATION

Media/External Spend
Brand
Messaging

Content Marketing
Brand
Messaging

Lead Generation
Optimization
Nurture
Messaging
Brand

Sales Process Optimization
Pipeline Efficiency
Sales Training
Systematizing Sales Follow up

Client Delight
Client Nurture
Adding Value

Sustain and grow a larger pipeline

VISIBILITY

CLOSING RATIO

TRAFFIC

CONVERSIONS

MARKETING QUALIFIED LEADS

SALES QUALIFIED LEADS

CUSTOMER UPSELL

CUSTOMER RETENTION

REFERRAL

Scale

Shorter-term

Longer-term

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LEADING �INDICATORS

-VS-

LAGGING �INDICATORS

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LEADING INDICATORS

LAGGING INDICATORS

ACTIVITIES

IMPRESSIONS

DEMOS

# OF MEETINGS

# OF PROPOSALS

TRAFFIC

MQL’s

OUTPUT

REVENUE

PROFITS

COSTS

FOLLOWERS

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GO WHERE �YOUR BUYERS GO

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Let’s talk about a situation where you are selling to the same company, but there are 3 decision makers.

One is the CFO. What do they care about ? Cost, don’t get me fired, their metrics

One is CEO: Competition, position, legacy, talent, threats, expansion, regulations, keep stock holders or board happy

One is COO: Efficiency, lean or improvement, metrics: time, productivity, safety, downtime, capacity, flow, material supply

3 decision makers, 3 completely different paradigms

Who has ability to say yes? Who makes the biggest impact?

How do they like to receive information? Where do they go to get info? What type of personality are they? Do they like data or stories? Video or graphics?

Teach them how to make a better decision. How can you help them get what they want? They each want something different.

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Buyer Personas

44% of B2B marketers use buyer personas

3-4 personas usually account for over 90% of a company’s sales

81% of buyers will pay a premium for industry experience and industry-specific solutions

71% of companies who exceed revenue and lead goals have documented Personas

56% of companies have created higher quality leads using Personas

36% of companies have created shorter sales cycle using Personas

BUYER PERSONAS

44% of B2B marketers use buyer personas

3-4 personas usually account for 90% of company’s sales

81% will pay a premium for industry experience & specific solutions

71% of companies who exceed revenue and lead goals have documented personas

56% of companies have created higher quality leads using personas

36% of companies have created shorter sales cycle using personas

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TITLE

BUYER

PERSONAS

JOB PRIORITIES

CAREER �PATH

INCOME

GENDER

AGE

WORKING�HOURS

FAMILY

CAR

HOBBIES

GOALS

DESIRES

COMMUNICATION PREFERENCES

CHALLENGES

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CUSTOMER CENTRIC

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Value is defined by the Customer

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HOW CAN THIS HELP YOU?

Timing

Ideas

Messaging

Placement

Positioning

Branding and resonance

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BUYER UTILITY MAP

	PURCHASE	DELIVERY	USE	SUPPLEMENTS	MAINTENANCE	DISPOSAL
PRODUCTIVITY
SIMPLICITY
CONVENIENCE
RISK REDUX
FUN & IMAGE
ENVIRONMENTAL FRIENDLINESS

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BUYER �PERSONA

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ALIGN YOUR �SALES CYCLE AND MARKETING PLAN

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2

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THE WORLD

IS LOUDER

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I CAN’T HEAR YOU…IT’S TOO LOUD IN HERE

10 hours & 39 minutes of screen time
Exposed to 5000+ brands per day
Exposed to 362 ads
Take note of 153 ad messages
Become aware of 86 ad messages
12 Ads might make an impression
On average people read 28% of a 593 word webpage

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11 hours of screen time

5000+ brands

362 ads

121 emails

94 texts

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IT TAKES 7 TO 13 TOUCHES TO GET A LEAD

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WE �ARE �MORE

DISTRACTED

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THE OLD WAY OF SELLING IS DEAD…

SALESPEOPLE HAVE BEEN SILENTLY UNDER ATTACK FOR OVER A DECADE.

54% OF SALESPEOPLE MISS THEIR QUOTA

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According to SiriusDecisions, 54% of sales people are projected not to hit their number. BUT you think to yourself, “my team has hit their number for the last several years. We’re growing. Maybe not as fast as I’d like, but we’re growing. “ 79% of organizations are not happy with their levels of closure and conversion

Ever heard of Pareto’s Principle? Of course you have. 80% of our results come from 20% of our efforts. This also means that 80% of your sales are likely coming from 20% of your salespeople.

With this type of unequal distribution of results, many business development leaders experience teams that complain a lot, constantly talk about the resources they are lacking to be successful, and are often faced with teams that sell on price killing your profit and long-term differentiation.

So even if you are hitting your overall #, there is a major imbalance in how you are accomplishing this. You results are being derived from the skill, charisma or perserverance of just a few. What happens if you lose one? What if you lose 2 of them? (One of my clients did and we were still able to help them grow.)

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WHEN ARE SALES MADE?

2% FIRST CONTACT

3% SECOND CONTACT

5% THIRD CONTACT

10% FOURTH CONTACT

80% FIFTH TO TWELFTH CONTACT

2% �FIRST CONTACT

3% �SECOND CONTACT

5% �THIRD CONTACT

10% �FOURTH CONTACT

80% FIFTH �TO TWELFTH CONTACT

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SUMMARY

7 to 13 touches to get a lead

+ 5 to 12 touches to get a sale

12 to 25 points of engagement

^X 8 Decision Makers

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TIME

ATTENTION

MONEY

Remember, there �is always an exchange.

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This is the sales cycle, no matter what you sell, it can be broken down into 3 parts. (You don’t have to take notes yet, because we are going to go through this shortly.) But the first section is hello. It’s all about getting the prospect to learn that you exist and to remember your name. The CTA is give me 8.2 seconds of your time.

The second is build trust. The prospect is interested, but now needs to know you are who you say you are. The CTA is spend time with me.

The final is close the deal. The goal is to remove fear. The CTA is Show me the money.

Single buyer’s journey and brand experience

Now, let’s map your efforts as it relates to the buyer’s journey. In your workbook you have graphics to use. Follow along with me on the whiteboard. The next page gives you a list of tools. It is not exhausting

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REMOVE FEAR, CREATE EXCITEMENT

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MESSAGING THAT CONVERTS

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Receives per second

10,000,000

40

Processes per second

100,000

30

1,000,000

5

1,000

1

100,000

1

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WHAT �GETS IN?

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THE �BRAIN �LIKES �PEOPLE

THE �BRAIN �LIKES �STORIES

THE �BRAIN �LIKES �VISUALS

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EMOTION

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REASONING

Decision making from a neuroscience standpoint is complicated and involves numerous parts of the brain. To simplify, we can say that the limbic system is where we make decisions, but get this…

The limbic system is a collective term for brain structures that are involved in processing emotions. It is also responsible for all human behavior, all decision-making, and has no capacity for language.

On top of that the limbic system processes information 200 times faster than the cognitive brain!

In other words when we communicate all the features, facts and figures of a brand or product, it just doesn’t impact on behavior, because the cognitive system doesn’t control behavior. It just rationalizes the decisions we have taken long before we became aware of them, in hindsight.

Feelings provide the basis for human reason—brain-damaged patients left devoid of emotion struggle to make the most elementary decisions.

This influences the conscious mind where critical thinking, decisions and planning take place

Let me give you a cool detail as an example of what happens in the limbic system of our brain. There are mirror neurons, a widespread nervous system in our brain, are responsible for these feelings. The proximity of other people activates these nerve cells and recreates the mirror image of the condition or emotions of the other person within us. This means, if we are watching someone, our brain reacts as if we were active. So if we see a child fall down and cry, we will emotionally react as the parent would when the mom runs over. When we see our favorite athlete score, we feel what they feel as we watch them. The structures and interacting areas of the limbic system are involved in motivation, emotion, learning, and memory.

influences the conscious mind where critical thinking, decisions and planning take place

Feelings provide the basis for human reason.

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Your #1 Competitor is…

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WIIFM?

If one gives an answer before he hears, it is his folly and shame.

-Proverbs 18:13

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Mirror their pain. It’s all about them. 70% of people make purchasing decisions to solve problems; 30% make purchasing decisions to gain something

Teach them about their problem. You know more about this segment of their business. Show them a better way to make decisions. “Huh, I never thought about it like that.”

Prove it: Data and story. Create urgency and make it personal.

60% of people prefer watching over reading text.

-stories are 22x more memorable than facts alone

-after presentations, 65% of people can remember a story, but only 5% can remember a stat

Now you have earned the right to sell. Now in their minds they are wondering, ‘Wow, who are these guys? How do they know all of this?’ They are already asking themselves questions about you. They will be ready to hear your message.

So let’s go through these in your workbooks.

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TELL A TRANSFORMATION STORY

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Money

Risk

Time

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Integrity Strength Values Character

Excellence Experience Quality

Reliable Productive Efficient

Value Innovative Flexible Prompt

Customer Service Support Leading

Savings Superior More Best

Simple Easy Improved

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THE INTERSECTION WHERE �YOUR BUYERS PAIN MEETS �YOUR TRUTH

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TRUTH

EMO ION

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GIFTS

EXPERIENCE

STRENGTH

PERSONALITY

VALUES

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CARE MORE.

GO BIG.

BE AWESOME.

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CONNECT WITH ME

@DACIACOFFEY

@THEMARKETINGBLENDER

Dacia@TheMarketingBlender.com