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Winning budgets and engaging sales - Jim Cassidy, Chief Marketing Officer - Stepstone

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Demand Generation Summit

Jim describes how to build a model that engages sales in the go-to-market process. He explains his view on how best to balance programme budgets and headcount. And he goes on to discuss how to make the necessary tough decisions to ensure you enter the next era of marketing equipped to succeed.

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Winning budgets an engaging sales nd Jim Cassidy Chief Marketing Officer - StepS Stone ASA
Reaching for f opportunity i
TODAY¡­ TODAY Not like any other day
We We are all out of shape shape¡­
Current Market Forces ? The vast majority of business executi j y ives believe their organisations g got out of shape during the boom ? Businesses are looking to restructure in order to weather the e slowdown, slowdown but talent gaps are holding them up g What the public sees What¡¯s also happening Recruitment freezes Redeploying existing talent Wage freezes Improved training & development Working hours reduced Maintained graduate recruitment Redundancies Targeting competitors for recruitment
How do we get back in shape? a
You, You You People ur and Y d Your A Approach h
Do you se what I see? ee h ?
O e e One View Market Trends Customer Insight Analyst Insight Business Trends Business Objectives Go-To-Mark Strategy ket
One View Sales Focused Programmes Sales Partner Marketing Integrated M Bi-weekl d TeleQual Enablement Enablement Programme metrics Key Metr ing Pipeline Generati Customer M Marketing
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Go-To Market (GTM) Framew work - Why? ? Supports the strategy and vision ? Ensures continuity and consistency o message of ? Increases qualified pipeline for Sales ? Achieves better Sales a d Marketing alignment c e es bette Sa es and a et g a g e t ? Provides timely, consolidated, integra ated and field-relevant Go To Market Go-To-Market plans ? Ensures headcount/resource allocatio is balanced between on centralised and regional execution req g q quirements
Go-To-Market Framework Your V Vision Core Capa abilities GTM Campaign F p g Focal Points Your Partner / C Channel View VAD/VAR Global / L Local SIs ISVs Audience Views e Your Industry / So olution Themes
Go To Market Go-To-Market (GTM) Hierarchy 1:1 Acccount Maarketing Country/SSector/Product Specific Programmes S f WW Sale Opportunity es pp y Prog grammes Brand, Brand Awareness and Thought Leade ership Programmes
s everybody happy? y y p ppy
Voting and Scoring to Prioritis Themes se Built based on: ? Specific regional sales inp t input ? Managed via Marketing ? Aligned with Product Management and ¡°delivery¡± 1 2 3 em 4 5 e e e Th e e em em em em Th Th Th Th Customer/Market Readiness Alignment Worldwide Relevanc e 1 = Low/Disagreed Multi-produc t Proposition 2 = Medium/Neutra Potential for a Platinum Customer 3 = High/Agree mers We have Referenc e Custom Sa s Sales Readiness ad ss Upsell Potential 0 0 0 0 0
Refresh and reuse?
What can you bring to th table? he ? Ask and analyse what¡¯s importa what s ant ? See dangers and opportunities t that others cannot see ? Establish ¡®one¡¯ view one ? Experience and knowledge - the best you can afford!!! e ? Be bold - take action ¨C get resul lts¡­ ? Be ready for the upturn
Winning budgets and engaging sales - Jim Cassidy, Chief Marketing Officer - Stepstone

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Winning budgets and engaging sales - Jim Cassidy, Chief Marketing Officer - Stepstone

  • 1. Winning budgets an engaging sales nd Jim Cassidy Chief Marketing Officer - StepS Stone ASA
  • 4. We We are all out of shape shape¡­
  • 5. Current Market Forces ? The vast majority of business executi j y ives believe their organisations g got out of shape during the boom ? Businesses are looking to restructure in order to weather the e slowdown, slowdown but talent gaps are holding them up g What the public sees What¡¯s also happening Recruitment freezes Redeploying existing talent Wage freezes Improved training & development Working hours reduced Maintained graduate recruitment Redundancies Targeting competitors for recruitment
  • 6. How do we get back in shape? a
  • 7. You, You You People ur and Y d Your A Approach h
  • 8. Do you se what I see? ee h ?
  • 9. O e e One View Market Trends Customer Insight Analyst Insight Business Trends Business Objectives Go-To-Mark Strategy ket
  • 10. One View Sales Focused Programmes Sales Partner Marketing Integrated M Bi-weekl d TeleQual Enablement Enablement Programme metrics Key Metr ing Pipeline Generati Customer M Marketing
  • 12. Go-To Market (GTM) Framew work - Why? ? Supports the strategy and vision ? Ensures continuity and consistency o message of ? Increases qualified pipeline for Sales ? Achieves better Sales a d Marketing alignment c e es bette Sa es and a et g a g e t ? Provides timely, consolidated, integra ated and field-relevant Go To Market Go-To-Market plans ? Ensures headcount/resource allocatio is balanced between on centralised and regional execution req g q quirements
  • 13. Go-To-Market Framework Your V Vision Core Capa abilities GTM Campaign F p g Focal Points Your Partner / C Channel View VAD/VAR Global / L Local SIs ISVs Audience Views e Your Industry / So olution Themes
  • 14. Go To Market Go-To-Market (GTM) Hierarchy 1:1 Acccount Maarketing Country/SSector/Product Specific Programmes S f WW Sale Opportunity es pp y Prog grammes Brand, Brand Awareness and Thought Leade ership Programmes
  • 15. s everybody happy? y y p ppy
  • 16. Voting and Scoring to Prioritis Themes se Built based on: ? Specific regional sales inp t input ? Managed via Marketing ? Aligned with Product Management and ¡°delivery¡± 1 2 3 em 4 5 e e e Th e e em em em em Th Th Th Th Customer/Market Readiness Alignment Worldwide Relevanc e 1 = Low/Disagreed Multi-produc t Proposition 2 = Medium/Neutra Potential for a Platinum Customer 3 = High/Agree mers We have Referenc e Custom Sa s Sales Readiness ad ss Upsell Potential 0 0 0 0 0
  • 18. What can you bring to th table? he ? Ask and analyse what¡¯s importa what s ant ? See dangers and opportunities t that others cannot see ? Establish ¡®one¡¯ view one ? Experience and knowledge - the best you can afford!!! e ? Be bold - take action ¨C get resul lts¡­ ? Be ready for the upturn