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What sales and marketing can learn from Tommy Boy

Steve Olenski
Master Principal Sales Architect

Those who are familiar with me and my journalistic background on sites such as Forbes know full well that I am a major proponent of infusing pop culture into pretty much everything. I have found that it helps readers make a connection between a given marketing-related topic and something completely unrelated and otherwise trivial.

In other words it helps explain something in marketing-speak by relating it to something that has absolutely nothing to do with marketing.

Such was the case today as I listened to Scott McNabb, Vice President, Sales, Oracle Marketing Cloud deliver a talk on the topic of sales and marketing alignment at the CEB Sales & Marketing Summit in Las Vegas.

In case you haven't made the pop culture reference yet, it is Tommy Boy, the Chris Farley/David Spade buddy comedy film from 1995. I will get to the specific reference a little later. Stay with me.

Scott touched on a lot of different "things" when it comes to sales & marketing. Here's some of the highlights:

  • There is an undeniable consistent tension between sales and marketing (pay attention to one way Scott has for easing that tension at the end AKA "What sales and marketing can learn from Tommy Boy")
  • Sales by the Numbers:
    • 64% of sales folks prepare for sales meeting in their cars while 44% do prepare in the prospect's parking lot
  • Marketing by the Numbers
    • 65% of CMOS can’t measure ROI of digital marketing in 2014
    • 80% of CMOs lack integrated view of the customer
  • Marketing automation is vital for it allows teams to implement a gate model with scoring and thresholds to pass over the lead once its “sales ready.”
  • Without seamless integration sales and marketing leaders don’t make empirical choices
  • The Customer Experience is Broken
    • Exhibit A is the fact 94% of customers have discontinued communication with a company because they receive irrelevant messages
    • Stop trying to hit home runs when it comes to content
      • High Effort content does not equate to success necessarily
      • In other words when it comes to content it is not always the content that required the most heavy lifting that performs the best
    • Design content that is persona based
    • Relevance = conversion = revenue
    • Deliver cohesive and coherent customer experience across all channels
    • Engage individually to deepen relationships
    • Sales signals are all around us
      • When a buyer clicks a link on your site that is a sales signal
      • When a buyer is on your site it is a real time sales signal
      • When your buyer changes their title on LinkedIn it is a sales signal
      • When your buyer tweets using your company’s keyword that is a sales signal

Scott closed his talk with five recommendations/takeaways:

  1. Sales & Marketing need to work together and agree on ICP = Ideal Customer Profile
  2. They need to establish a cadence to agree on scoring vernacular, behavior in lead scores and conversion success
  3. Determine your top lead and content marketing metrics to know what do more of or less of based on personas
  4. Engage buyers where they are in a deal cycle and do it fast
  5. Marketing should takes sales to lunch and vice versa; they each are very dependent on one another; they need to get along

Translation: Cue to the Tommy Boy reference: "Sales and marketing don't shake hands. Sales and marketing gotta hug."

Screen Shot 2014-10-22 at 6.15.54 AM

And in case you've never seen the movie, here's the clip:

Main image source: NY Daily News

Video source: YouTube

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