In my last post, I discussed how sales can improve pipeline visibility by identifying what reps should hear from the customer at each stage of the sales cycle. Uncovering the right comments helps qualify the opportunity and ensure proper pipeline progression.
Marketing plays a key role in this effort. I’m not talking about qualifying inquiries at the top of the sales funnel. I’m talking about an opportunity that has entered the sales cycle. The customer contact has been qualified. Sales has accepted the lead. Marketing and sales work together to pursue the opportunity, like short track skaters drafting off of one another.
Marketing’s role in pipeline progression
Pipeline progression – isn’t that the job of sales management, not marketing? True, but it is also another important area of CMO-CSO alignment. For marketing to be effective in producing sales enablement kit, we have to deliver what the sales team needs at each stage of the cycle.
This task is pretty clear when you use an approach to pipeline progression that is based on what you expect to hear from the customer. The deck below shows a real world example.
Seven Steps to Synch with Sales
Here are seven lessons learned from our approach to enabling the field for pipeline progression.
1. Make the first pitch without pre-sales
Although our product was technically innovative, we kept our sales presentation at the business level, using a Challenger Sale approach. We based the first sales milestone on uncovering urgency and differentiation, rather than product features. Our sales team ran this stage without pre-sales, helping to keep the conversation focused on business topics.
2. Nail the business issues up front
In order to validate the urgency of getting a cloud service to market, we needed to discover the buyer’s strategic, financial, and personal goals. The only way to do that was to demonstrate credibility and situational fluency. Our deck needed to quickly show that we understood the goals and challenges of the cloud market, based on our experience with other customers.
3. Recount relevant customer stories
To validate that our solution provided compelling business value, we built short summaries of relevant customer success stories into the sales deck. We trained our sales reps so they could tell these stories, as if they were personally involved in each account.
4. Deliver a dynamic demo
Since our design goal was to complete the first pipeline milestone without pre-sales, we recorded a short, compelling demo that explained how our product’s technical capabilities helped customers achieve business goals. We armed the sales team with product information to augment the demo, but deferred deeper technical discussion until later in the sales engagement.
5. Publish customer case studies in several formats
You never know how your prospect will want to consume a customer case study, so publish them in as many formats as possible. We used the following:
- Publicly available website information from customers using our product as the basis for their solutions. Here’s an example.
- The usual suspects: summaries on our website and in pdf format.
- YouTube videos of customers discussing cool topics they did with our product.
- Blog posts about customers highlighting their successes.
- Implementation summaries covering the technical and operational information on how the service was built.
6. Project profit with a financial model
Our competitive advantage was that service providers could use our product to roll out cloud services faster, and at a higher profit margin, than they could with alternative solutions. To frame this argument, marketing created a detailed financial model to project the profit of the planned cloud service portfolio. We worked with the customer to tailor the model to their situation, so they could use it in the financial justification for investing in our solution.
7. Generate a Go To Market plan
For our customers to have the confidence to invest with us, they needed to see a clear path to building and launching their cloud services on our platform. So our kit included implementation and go to market plans to accelerate the customer’s launch. The plans included timelines, templates, training, and examples based on our experience with other customers.
Are You Synched with Sales on Pipeline Progression?
If you’re a product marketer, you need to know that your kit is being actively used by sales as they progress deals through the sales cycle. If you’re not sure, that’s a slippery slope. Find out, or you might take a spill on the next turn. Let me know how you stay aligned!
Speed skating photo credit: B Stefanovby