Marketing's Role in Sales Enablement

The Sales Enablement (SE) role is fast taking root at many of our client companies. But it is interesting to see that its position on the organization chart is somewhat fluid. Does the role take root in sales? In marketing? Does it have to make an effective straddle across both functions , or is it bound to get hung up on the fence between the two?Our IDC marketing and sales research teams are surfacing many good techniques for improved sales enablement. Here are some practices specifically for marketing's side of the sales enablement challenge...

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Customer Facing Marketing.

If this were a conference presentation, you might call these case-studies but really they're just personal customer experiences I've had this week. 1) A made to measure order from a household furnishings store. Delivery time 3 weeks "but will probably be ready in two - we'll call you". Four weeks later - no call. The response to my enquiry, "it hasn't been delivered yet, we'll call you when it is." No apology = No repeat sales.2) A twenty month old...

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Tracking Marketing Budgets - Use it or Lose It?

There are many ways to track the success of marketing's planning process. One metric that is often mentioned by marketing operations teams is the percent variance of actual vs. budgeted marketing investment. One of a few good metrics to track if your processes and systems have matured to the point of being able to do this. . . even if you use Excel today. What variance is acceptable? I've seen targets range from 2 to 10% variance. 2-3% variance of actual expense vs. budget would be considered "very good" for a 1B+ revenue company. Assuming...

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No Claims Bonus.

The sign should obviously have read "Please do not touch. Even clean hands damage surfaces".And all the others in the gallery did just that - or so I saw afterwards. But this was the first one I actually noticed. What I assume to be somebody's deliberate removal (damage) of one letter made it all the more noticeable. The original notice delivers a message that goes unnoticed. The altered one is much more noticeable because it is visually haptic -...

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Measure For Measurement's Sake.

At a terrific discussion about Indian creativity this week, (where Vikram Seth was just one of the panellists), Amartya Sen spoke of how economists had spent far too long"engaged in really silly fighting about how much mathematics to use in economics - it depends on how useful it is and sometimes it's frightfully useful - and other times it's a complete distraction. Remember that when you're next asked about marketing ROI. And if your finance director...

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Let Your Users Fill In The Blanks.

You've probably taken a Myers-Briggs pesonality test at least once in your life. You've possibly reacted with some surprise to the first personality signifier, the E or the I (which labels you extravert or introvert) because you didn't see youself as introverted. And you would have been very wrong because the Myers-Briggs' axis is not the same as the normal societal extrovert/introvert delineation.Such presumptions abound in the corporatisation of...

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The Fruits of our MRM Investment

Five or six years ago I was frequently asked the question "What is the one key metric to track the impact of our marketing investment?" Without even breaching the open-ended topic of what is ROI, I typically responded with my own question of "Do you even know how much you're spending on marketing, let alone what the return is?" In most cases the response would be a simple "no". After working with 100s of companies on analyzing their investment as well as seeing the progress that marketing operations and marketing finance people have made, I can...

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Differentiate By Being Better.

Q. Why are so many new products so bland and derivative?A. So many companies are competing against each other with similar agendas. Being superficially different is the goal of so many of the products we see. A preoccupation with differentiation is the concern of many corporations rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better.sou...

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Markets Always Change.

At a seminar about the future of music, I heard a provocative suggestion. If every cellphone owner were prepared to pay an average annual subscription of $10 for unlimited music, the numbers would look like this.4 billion phones x $10 = $40 billion.Current size of music industry = $20 billion.Crisis, what crisis? Of course, the specifics are debateable, but the point is undeniable. Change the way you look at your business and all sorts of discoveries will follow. What's this got to do with marketing. Well not that much if you view marketing solely...

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Qualitative Research.

We are all customers.We all know what we appreciate as customers.We all know what we detest.So why don't we treat our customers as we would wish to be treat...

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Insight from IDC's Annual Sales & Mktg. Effectiveness Summit

We recently finished our 6th annual IDC Sales & Marketing Effectiveness Summit. You would think after years of us working towards greater alignment between marketing & sales that we would have figured it out by now! However, as recent IDC research indicates, both marketers and sales still remain unsatisfied to say the least with their current working relationship. (Marketing and sales give marketing a score of 64 and 45 respectively for marketing's effectiveness at supporting sales) That said, we spent 8 hours with over 80 of the industry's...

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How To Make Spreadable Marketing.

1) Take an understood and loved tradition, something that is already social and spreadable. Like the easter egg hunt.2) Substitute your product and prime your passionate users ahead of time.3) Make it simple (but not easy) and include as many people as possible. 4) Let people react to your generosity of spirit.5) Maintain personal touch until the e...

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Destressing Customers.

I had to register a death last week. An uncommon event for me, but a run of the mill occurrence for the public servants providing the service. So you'd think that the anxiety level of their "customers" would be second nature to them and that any potential glitches would be approached with that in mind. On the other hand, they might choose to retreat to a default position of ensuring that they covered themselves and their job description regardless of the customer service deficiencies that encapsulates.It's an extreme example I know, but it has...

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Marketing Shared Services - An Alternative to Centralization

While the notion of shared services is prevalent across many management functions including IT, HR, and finance, it is for many marketing organizations a business technique that is in its infancy. A marketing shared services (MSS) model offers the opportunity for improved service delivery, greater economies of scale, greater concentration and leverage of expertise, and more rapid and effective program/campaign execution. IDC defines marketing shared services as:Organizing two or more areas of repetitive and redundant marketing activities into a...

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Are You Talking To Me?

My local library service is changing its online offering - and is doing so by having no online presence for three weeks while they switch it over. Worse still, their warnings about this were couched in terms of the catalogue being unavailable. That might mean something to the IT guys who wrote it but to this user, it certainly didn't suggest that all functionality would vanish and one would have to trek to the library to renew one's loans. If you're...

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