営業支援戦略がうまくいかない6つの理由
コミュニケーションがすべて
ビジネスの成功は効果的なコミュニケーションにかかっています。
マーケティングとセールスの目標を一致させましょう。
顧客のニーズを理解し、顧客体験を向上させる。
優れたコミュニケーションは、チームのミッションを明確にし、一体感を醸成します。
営業とマーケティングの不一致：
営業とマーケティングはサイロで運営されるべきではない。
両チームは、収益という共通の目標に向かって足並みをそろえるべきである。
シームレスなカスタマージャーニーを実現するには、両チームの協力と理解が不可欠です。
全体像を把握しない：
営業チームは、ただ販売することだけに集中してはならない。彼らの努力を効率化するために、マーケティングからの洞察、ツール、リソースが必要である。
これらのチーム間のコミュニケーションを強化し、統一されたアプローチを確保する。
好奇心のギャップを埋める：
好奇心は超能力だ。オーディエンスの関心を引き、教育するために活用しよう。
好奇心のギャップをごまかさないこと。信頼を失い、ブランドの評判を落とすことになりかねない。
視聴者が十分な情報を得た上で意思決定できるようにしましょう。
過去の成功は誤解を招く：
過去の成功が将来の結果を保証するわけではない。常に好奇心を持ち、適応することを厭わないこと。
過去の戦略を分析し、そこから学び、しかし満足してはいけない。
共感は超能力である：
チームと顧客を理解しよう。
共感は、より良いコミュニケーション、コラボレーション、そして結果を生み出す原動力となる。
人間的であること、ニーズを理解すること、信頼を築くことに集中しよう。
行動ポイント
部門を超えたミーティングを定期的に行う。
コラボレーションツールを使う。
フィードバックを奨励する。
尊敬と信頼の文化を育む。
共に勝利を祝う。
セールスイネーブルメントとは、ツールや戦略だけではないことを忘れてはならない。人材、コミュニケーション、そしてコラボレーションです。セールスイネーブルメント戦略が効果的で結果をもたらすよう、共に取り組んでいきましょう。
They're all nice. And you haven't met anymore. My name is George B, Thomas. You'll see all the socials right there. That you can connect with me by the way. Who here? Found two Aquaman superheroes in the room. Break your hand or move for something. Okay. Any of those? Because i'm going to send me some great swag. Yeah, all right. Also, because i know we're going to be going so licking these split with the stuff that we're talking about. I got some gifts for you. You can go to george b thomas.com ports us inbound 23, you can get the deck, then you're going to see the checklist that we've created the seven. Enablement course that we make sure we launched before in back and you want to engage with 100 community. You'll find that there, as well. So those are the gifts for you. What's the one thing? That your future success of your business. Depends on. What else? What else? Customer. Stop people. Customers people sales. Anything else? The world. These are all things that we think about, as modern marketers and sales professionals, right? However, i'll let you know. That none of you. Imagine the words that i was looking for. Which is probably why we still have this historical problem that we have. Because, ladies and gentlemen, i'm here to tell you today, communication is everything. Communication is everything. Great, communication helps with alignment of goals. Look, we're going to talk about how marketing has goals and sales has goals. But many times in organizations, the goals of those two departments are not aligned Their corporated and divide in the direction that we're trying to go. Great. Communication. Helped with understanding your customer needs. By the way, i did here, SAL out customers We know that our customers need to be in focus. But how are we actually going to accomplish achieving their needs? If we're divided force instead of a united team, Or maybe even something deeper than a tea. I'll talk about that today, too. Communication. Great communication. Helps improve customer experience. If anybody has been paying attention, A CRM. Got renamed at this event. To what? Smart. Smart. Customer. But popcorn. Which shouldn't be an indication that things are changing in. Everything is about experience. Customer experience. With passport communication, will you be able to align goals? Will you be able to create an experience? My personal opinion is no, you probably won't be able to But don't take my word for an swimming of the Walt Disney Company, says the greatest gift you can give your team. Clarity, communication and pulling people together around a shared mission. Now, have to ask. And i need you to be honest with yourselves because you can lie to me. I don't go home with you. But i need to be honest with yourselves. Do you have this? In your organization. Do you have? What is on the slide right now in your organization? I hope so. But if not after today, i hope you are moving in this direction. If you take nothing else away from today, We have to start creating spaces for humans. That happened to be part of teams to be able to collaborate to be creative, to be able to solve the problems, to create the experience. And meet those needs. Of the customer. The action brings in revenue to our organizations. I know, i know you might want to George, but how do we do this? Well, the good thing is, we have an entire deck to go over spill because i have not even touched on quite one. We're going to get the point now. But i want you to slim this down. And if you have your notepad, you have your notepad that iPad some chalk. I don't know, prick, your finger, whatever you got to use, right? This one sets down. Have regular meetings across the apartments. Use collaborative tools, encourage feedback, foster cultural, respect, and trust, and celebrate wins together. If you write down that one sentence, And that is your soul focus. When you move forward in your organization, things will change. That's about the simple as i can make the next 35 minutes. Costly beliefs, and powerful mindsets reason number one, your sales enablement. My suck. You're not our government all the time though. I'm just saying, So let's look at the first piece of sales kryptonite and ablement kryptonite constantly beliefs, just like how superman is wicked by kryptonite wrong beliefs. Weaken our sales enablement strategies So, Here's the thing, there's a, why canon between might and need? And so right now, the first thing that we need to do is bring that candy together because there might be a way that you're thinking about sales enabling and there, surely is a way that i need you to think about sales, enablement after this session. You see because you might be thinking certain things. And i need to know what those certain things are. When i say, Sales enablement. Awareness, your brain. Go yelling out. Efficiency efficiency. Process. Lateral. Collateral collateral training, nice. It's interesting. You're listening the things that you probably read in a blog art. You're really not telling me how you feel. About sales enablement, in organization. The reason i know that's because when i said, how many by a stroke hands are killing it. Do you want to know how many people raise their hand? Zero. Look around. There's quite a few people in this room. Zero. Because most people think about sales and ablement like this sales enablement is huge. It's common for people to feel overwhelmed by salesman. And that might be how you feel. There is so many things that technology the content creation to training and development to implementation, so many things. That we've wrapped that into these two little words sales, enablement. My one question for you on if it's huge is how can you simplify it? How can you make it not complex? Is not just a single project. What they continue process. Available in sales teams to sell more efficiently. And effectively. You might think about sales enablement like this. It's hard. It involves change management. Shifts and process. Cult. Take it hard, because you're dealing with humans. Additionally, tracking and measuring the effectiveness of says, enable efforts can be tricking a tricky, tricky, endeavor. Often requiring sophisticated and we heard this word too tools and people understanding of key metrics, I want you to think to yourself. And then the answer to your brain is no write down. You should probably solve this riddle. What are my symmetrics? How do i know if there's enablement is successful in my organization? You might think that it's just height. George Stephanie, it's just another buzzword that we use, and i'm in this group at in Mount 23 today. So that hopefully you'll prove me wrong. You just wanted to learn some stuff on how to actually make me make it work. This is how i think a lot of people in organizations, think about salesman. It's huge. It's hard for its type. But it could be further from the case. When i need us to start to think about is, how can we reframe it? How can we think about sales enablement is about being heard? And i want you to think teams in here. Imagine the justice league. If they never talk to each other, if they never strategized about things, The villain would win the day. Right. Nowadays in gentlemen, in your organization, if you're not killing it with sales enablement, the villain is winning the day. Because the villain has lost revenue. The villain is lost, relationships the villain. Is what you're going to have to try to attack after this session. Each year of superman and Wonder Woman to flash bring unique abilities. Each person in your marketing sales service and operation teams bring unique abilities. So why are you trying to play the game? Run the race? Without. And make zero sense. Yeah, we do it daily. In our organizations says enablement is about creating an environment where the voices can be heard. This includes everything from regular team meetings, where everyone has a chance to speak to create a feedback systems. More ideas can be shared in her. Think teams, it's about being helpful. About being helpful, think humans on this one. Every individual organization has a role of play in sales enablement, from the marketers, creating the content and generating leads to the sales. People closing the deals to the service representatives, providing the support, and i could go on with additional departments. For days. We'll talk about how you need to think about your departments individual humans and creating a team. Or something bigger than its me. That's the second time i've mentioned that. But we'll get back to it later. Each person role is about helping helping prospects understand your product helping customers sold the problem and helping each other achieve the company's goals I need to think about salesman is about being human. The organization. Now if you're smart, you wrote all the words down and the words that i said to think about these and you'll figure out a little bit of the matrix to rubrics that actually created for your brain inside the back. Because with this being human and think organizations, remember rocket, by the way, how many marble fans do I have my showmans? All right. Okay yeah. Beautiful rocket. And he like he's talking about his insecurities. And the team rallies around her. The team rallies around us. Do you even have a team that rallies around you? Have you built a team that rallies around the sales maintenance team? By the way. Insecurities. That's been. The process at its poor. It's about people about humans about people, connecting with other people. Webex can personalize communicational any of the things that we heard that are shifting. From the actual spotlight was one and we have to be focused on being Communication, empathetic. All of the things that we hear about when we think about being human, Now, that was the beliefs that can erode. And, Second belt. But i need you to start thinking about what mindsets and the organization that we need to start putting in place. You need to really close in on, The educators mindset. Now, most of us that were marketers in the room, have this because of content variation, or i should say, at least, some of us have it, but we have to start thinking inward. So many times in our organization, we're focused outwards content, creation for the customer. But we're not thinking about content, creation or education for the internal teams. See, usually process is the thing that's put on the back burner and will buy a platform because we think it'll fix the people, but we have to pay attention to the process of platform and the people, which means we have to have the internal education and content to fuel that. In our organization. You have to take responsibility. You have to see opportunities and you need to actively seek learning. In other words, the way that my symbol brain likes to put this educate execute, educate execute, educate, execute in all of the internal things that you need to provide to build a better business. Focus inward. We have to build an educated mindset. We also have to have a servant hood mindset. This is hard for some people. As a servant leader, your focused on the needs of each member. Each manner. By the way, you're not the only member in your organization. You have to be focused on how your effortless. How your efforts actually help people do their best work. So, if you're an educator, And your servant. You're there to serve, you're there to educate. How do you actually feel both of those and get the most bang for the buck? You embrace the third mindset and that's the empathetic mindset. Just like how Bruce Wayne became Batman. Because we understood loss. You have to understand your team. I'm gonna step back for a second because fundamentally we're talking about internal teams. But when i use this empathetic mindset, i want you to realize the one place that i'm going to stop talking, the internal and i'm going to talk external for a second. I'm giving you permission. So let this ooze out of your organization. To your customers. Through your content, through your sales through whatever way. Empathy. Is a superpower. That will enable your organization to do things that you thought it would never be able to do. Leaders or leadership is about empathy. It's about having the ability to relate to and connect the people for the purpose of inspiring and empowering their lives. Are you enabling your sales team? To inspire. And empower. Or they just set up to close another deal. Because there's a big difference. If your sales team is inspiring and powering with products that help past hurdles or to aspirations. Then just drag your deals across my pipeline, please because i've got a report that tells me if you do where, you know, The big difference, it will place to live there. Number two, The second reason that your sales enablement might suck. Is because There are two teams traveling down one road. But many times those teams are not together. As a matter of fact, you say they're on separate parts of the road. They can't see each other. They can't hear each other. These teams are some of them have ever together and this makes it difficult for both of them. Versus being aligned and actually, traveling together. This is a major problem. Again, the amount of hands of did raise with the beginning. What could be a fantastic journey together has bumps potholes hurdles. We need to get the organizational steamroller out. And black the road, make it as flat and as simple as possible, we need to focus on making the journey smooth for internal teams and because of that the external humans, But there's something that we have to talk about. Marketing teams. And typically, only Martin. This is a common trap. I've got myself in any times. But imagine marketing seems only focusing on marketing without understanding or aligning with sales processes. It's a bit like four on the screen, i hope they can figure out what i've done through this. In fact, the presentation, there's some little tidbits of like that due to nerve like up on the screen like four without his hammer. Sure, he's still powerful but he's not using all of his abilities. He's not at his best. By the way, at the beginning of this slide set, imagine I fully realize that many of you in this room, don't have to imagine anything. Because this is your reality. This is where you live. But why? A couple things here are a couple reasons. You're facing this organizational, reality isolated efforts. When marketing teams only focus on marketing, they might be missing. Crucial insights from the sales team that could make their efforts more targeted and more effective. Lack of alignment with sales goals, without one, who sells marketing efforts can be misdirected. The lack of one that lead to missed opportunities and wasted. Resources. How many times? First of all, let me do this. How many marketers in the room? Raise your hand. Sales professionals. Oh, this is actually a pretty good mix. I love it. We're starting to get somewhere. I used to ask that question last couple years and it was 95 percent markers in no sense professionals. So this is good. But how many times sales? Has marketing given you collateral. And it went a little something like this as soon as they left the room. And marketing. How many times have you wish the sales could actually communicate to you? What they truly needed? Versus just wasting your time. I'm trying to create something that you hope for us. Sit down. Have written conversation. Talk to each other. I don't know, i'm gonna say that anyone session or a marriage counsel session. But it's kind of saying, This is what's happening. Number three, missed in the full picture. Marketing teams operating in a side of the maintenance. The full picture of the customer journey by collaborating. Conversated. With sales marketing, create content and campaigns. Not only attract leads. Which were great at right now. But also close deals. Which lead us to number four and that's the improved or improved collaboration. Imagine. The adventures never communicating our collaborate. They wouldn't have defeat it than us. Yet you let a Thanos. Rage rampant in your organization. Simply marketing is samples. Work together, shared insights goals, and strategies to create seamless and effective approach to engage in converting customers. But, Here's the thing. Save the marketing line is about one shared gold revenue. Then is delivered or over delivered every quarter. There will always be tension, but that tension can be positive if there is a culture. Um, clear expectations. And communication. By the way, as anybody been putting the tally lines, On every time i've said, communication. It was the drinking game. None of you would leave this room. Craig, Rosenberg chief platform office. Marketers. Now, you cannot Because i didn't talk to existing. 15s are only son. Testing is upload. I'm sorry. Even niggas. We've got to a situation. Works like aquaman himself. Trying to take on the entire justice. It's not going to happen. What happened with sales are only focused on selling without considering greater strategy. Or collaboration with marketing. Several things happen. One. We build a recognize the true problems that are customers are facing. We fail to recognize the true problems that are sales, teams are facing. We fail to recognize the true problems that are marketing or our organization. Our basic Perstein between recognize the problem. When sales teams only focus on selling they might miss out on valuable insights tools and resources that marketing can provide an action, make their jobs easier and more streamlined. Number two, strengthening communication. And a mentioned communication. It's time to build a bridge, connecting sales, and marketing. We've been talking about it for years. We have been talking about this for years. It's time for us to just do it, sales table, and strategy, you're here because the title was six reasons it's not working. You're going to get more items that you can start to put in your notes and take back and start the build this strategy. I'm really understanding that you allow have after inbound 23. But here's the thing and we can focus on these three things in the fourth coming up. We're going to be able to serve through effective 7. Collaboration of teamwork, this is what we need again, defeated Ultron out, team one, you get New reality is that sales and marketing are continuously and increasingly integrated. Integrated with your team. Marketing needs to know more about sales. Sales needs to know more about marketing and we all need to know more about our customers. This is where we went ahead to. All prospects and leads deserve this. Now, first of all, before i get hate mail, i understand this is a funnel. It's not apply wood. Provideo doesn't work for this graphic. I get it but you see the bargaining and sales and sales and marketing. They're going through the pool funnel. You see, they deserve you deserve, your customers deserve the power of unity. You deserve your customers deserve the customer-centric approach that you'll be able to apply they deserve by the way, these are things that you should be thinking about this idea of streamline customer journey. Streamlined customer journey, making it simple. We're right now, it might be complex. You might have a system that is by a repellent. Because you have to take the time to streamline, the customer journey, leveraging data and insights you deserve it. They deserve it. Yeah, we have to be focused on, we have to continue to reward and they deserve Trust. And loyalty. But show hands in the room. How do you have you Jimmy before today? Okay. Wow. Thank you. New people. I used to work for a guy named Martin Sheridan by show hands how many people have heard of Mark and Sheridan. Okay. You need to check out market shared and the book they ask you to answer. That's the next step for your sales and marketing teams. There's a lot of good information in there but he always tells us a little joke about what's the effort of the internet frustration. And then he turns it into where he talks about trust and i love the word trust and i want that little bit. When here's the thing, how many times have you gone to an event like this and you've actually heard the word trust? Focused on your internal teams. Human organizations are okay with toxicity. When we should actually be building trust and loyalty internally. Number three, taking the curiosity gap. Speaking of humans tracing organic may have one of the best quotes. If there's one thing i've learned in my life and securiosity might kill cats, but it doesn't kill people, curiosity, is a superpower. If you're going to have the educators mindset, the servantwood mindset, the empathetic mindset, you're probably going to be curious to find out how to do those things. If you're going to implement the items that we talked about that you your organization and your customers to serve, you're going to have to be curious for those things. But what is the curiosity gap? The curiosity gap is the space between the information. We're given what we know and the information that's intentionally withhel, what we don't know. I purposely named the text, right? Because if we're intentionally withholding it, Houston. We might have a problem. There is no secret sauce. Educate them on everything, help them with everything by highlighting this gap, by the way, in knowledge, writers and marketers can make readers aware of their lack of knowledge readers listeners viewers. Humans, become curious to learn more. However, unfortunately, they're spokes out there that are faking the curiosity gap. Maybe they're making more of a chasm than their actually needs to be or they're not using all their efforts to collapse it. And that ladies and gentlemen is the fast track to losing trust. That is the fast track to confusing an audience. That's the fast track to damaging reputation. Think about that. You think you're doing something positive? And curiosity. Yeah, let's use it. But you're doing something. Extra extra corrosive to your brand. What happens when we lose trust. Okay, these our audience. Or damage our reputation. And he guesses. We'll go with that. And all of these attacks right to do that. Ladies example, they believe. Your potential customers go somewhere else or the information that they see. They will leave, you cannot sell to people who are not there. They will assume. That your potential customer will assume you don't know your stuff and we all know the old saying what does assume them Don't be an ass to take the curiosity gap. And yes, i just said across work on stage. I'm sorry. But don't do it. Don't be that guy again. Don't be that organization. Don't fake the curiosity guy. They become indecisely. Because they had a black information, your potential customers slipped into indecision. By show, man. And i think this is the last time i get you to jazzercise in my session By show hands. How many of you have purchased the product and felt great about it when you were in a state of indecision, One dude. All right. With that guy right there. No, it doesn't happen. And when we pick curiosity gap, this is what starts happen and they have buyers remorse. Exact your organization. Is actually in the business of revenue. Not refunds. So we want to make sure we want to make sure. That were paying attention to this. And we're not faking the curiosity yet, don't do it. Be a happy helpful, humble human along the way. Number four, the fourth BS reason, your salesman efforts are working as hiding historical success. Be curious, you need to ring the bell. This ring the bell makes sense in a minute, trust me. You have to ring the bell, but you also have to eat your deer stopper on and your pipeout One person knows what a tear stalker. Is because he laughed. It's a hat. Sherlock bones. You have to become the Sherlock Holmes of your organization. How many of you actually have this in your organization? Do you have a belt? Do you have a successful? There are a couple hands rates. This is awesome. If you don't have a success though, Physical or digital. I suggest that you get this bow and you figure out how to ring it, ring it rant. Okay, here's the thing. You have to have an investigator mindset, the process of analyzing evidence and information considering alternate possibilities, i'd like you're going to jazzercise one more time by show bands. How many people have love squat in the room? Take your hands up marketing. And i've got sales go if you have both, keep your hands up. Now, how many of them are using both of those to do? The last part of this, establish the way to vettenberg and to determine if they are reasonable and repeatable? Beautiful everybody. Everybody who doesn't have their hands up. Look at those people. You want to be nothing. Being able to measure those things, being able to sloop. You have to be the slube. You have to be curious to be a sleuth in your organization. You have to know, though. When your final includes. What is success? Look like. You have to have the definition of success. You understand what your sales team and organization and large consider the success points? Meaning there's probably more than one and are always watching them. Watching them because they're going down a journey, hopefully a content journey. Hopefully you're creating content for your sales and when efforts Because then it can have that. You can actually tell the success story. You can ring that bell. Communicate team success. Listen. Broken promises is not where you want to go and i think i just get to slide. There we go. Passwords are broken promises. Broken promises is not where you want to go into organization. You want to be able to have truth and trust Thank you. This right here is where you want to be able to go. You've heard it externally. I'm talking about an internally. I'm gonna get real for a second and i'm gonna make it quick because i know you got to get to your next session and thank you for sticking with me for hot second here. But when you think about broken promises, i need to do a couple things. One listen. I could read the rest of this slide when you can read it yourself. Listen. Second. Empathize. I hope you are reading the rest of the importance. By the way, listen empathize ask Full responsibility. Apologize. Continue. Listen empathize ask do take apologize continued. This is my trust matrix, my internal trust majors. Right here, right now. I want you to think what member Or members. Of your organization. Do you need to run through the trust matrix when you get back home? It's going to be hard, but my morning for you is don't give up. Trust is the glue of life. It's the most essential ingredient and effective communication. It's the foundational principle that holds all relationships. Trust. Effective communication. Foundational principle. Relationships. Number six, the final one, we're on the home. Scratch with four minutes to go. Yes, i know exactly where we're at in time with the session teams versus revenue teams. Yes, i'm beating the same old drum that you've heard since 1943. Or maybe 2013. Or whatever. Somebody told you that you need to align your sales and marketing. I'm still beating that drunk. I'm actually that little kid with the plot stuff. But here's the thing. Revenue teams. There's four reasons that i want you to think about changing first. Here's the problem. This is what you're going to find on the internet. What's the revenue team? The revenue team is a group of individuals within the company who are responsible for generating revenues, through sales and marketing activities. Revenue teams, typically include members of various departments and often work lead generation, lead nurturing improve commercial rates, and revenue, isn't that so cute, isn't that so sweet? That's great. Here's how i think about it around. The team is a business inside of your business. They are in the business of making sure your business runs in the most streamlined, customer focused, human-based, principal live content driven enabled possible, They are a person from marketing, a person from sales, a person from operations, a person, from seasoning, a person for hrs, i don't care how many apartments you have, there's a person in it and it's a business and you run it like a business to run your business. That's truly what it says, enablement. Team needs to be moving forward. If we can do that, we'll get increased collaboration, one of the greatest benefits, we'll get better decision, making out of that team to enable the rest of the team to do what we want to do. We'll also get full funnel accountability. We'll also get over by will accountability. I had to take care of that before again. I got a few minutes. And most of all improved revenue growth. Now, the implement that determined team members and roles develop the best practices for team collaboration. Make clear team infrastructure for your new business use. Right software Use bright software for leading refuge teams and outsource talent. If you don't have it, there are many organizations that are ready to help you. There are many contractors that are ready to help you if you need additional talent. Why would you want to do this? Here it is. Because 67 percent better at closing deals, generate 209, more value from marketing, soft, 51 percent, decreasing customer insurance, and enjoyed 126 percent increase in marketing. Not my numbers. I mean, stay in the source blue bird, strategies you can check it out if you want to one thing that i want to say is i did not want to leave this talk with all the way we had applied through and 45 minutes which is almost impossible with you guys being confused. So, get your cameras out. Get ready. Is that put together the hashtag one thing of the six things for you to do when you get back to your organization. Are you ready? Share with your friends, share with your family, share with the world, put it on x aka twitter, facebook, linkedin, wherever you want to put it when you get back from this talk. One start changing the beliefs and mindsets about your cells, enablement at your organization. Number two, start implementing a full funnel approach or five bill would helping customers through the funnel solve and close the human curiosity. Gap of your customers versus leveraging, a big one. Number four, start elevating, the content success already happening in your organization. Number five, focus on mending, broken promises, number five, focused on many broken, promises. Number five, Organization and the broken promises and build trust. A monster teams. And number six, start putting together that revenue team aka business puzzle pieces for your organizations success. By the way, don't forget the gifts. Thank you. Enjoy the rest.