Published on February 11, 2014
A GUIDE TO SALES & MARKETING MESSAGING ALIGNMENT WITH WITTYPARROT Alignment Enrichment & Delivery Ampliﬁcation Marketing One Voice Buyer Needs Sales Messaging Architecture Value Messaging Sales-ready CAPTURING, MANAGING, MAINTAINING, RE-USING AND SHARING MESSAGING COMPONENTS Published by MARK GIBSON www.wittyparrot.com 1
CHAPTER / Introduction A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 2
WHAT IS WITTYPARROT? WittyParrot is an intelligent content delivery platform that helps companies and individuals to “achieve speed and consistency in all of their communication”. WittyParrot helps companies to create, manage, maintain, protect and share content to enable marketing, sales, support and partners to speak with one voice. More about WittyParrot at http://www.wittyparrot.com A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 3
ABOUT THE AUTHOR Mark Gibson Mark Gibson is head of global marketing at Cupertino CA. based software company, WittyParrot. Mark founded Advanced Marketing Concepts, a sales and marketing consultancy and training company in the UK in 2004. Mark has consulted to B2B companies around the world selling novel technology products and services to the early market, as well as helping established companies to overcome the weak pipeline, no lead-flow and weak sales engagement problems caused by weak messaging. Mark is a certified HubSpot partner, and Mike Bosworth Leadership affiliate and the author of the forthcoming book, “The Death of Selling - and the Rise of Facilitated Buying”. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 4
WHO IS THIS FOR? eBOOK Anyone in your organization who is responsible for content in the form of brand messaging, marketing messaging and sales ready messaging in some way will benefit from this eBook. These include but are not limited to: • Sales and Marketing Leaders • Sales Enablement Professionals • Marketing Professionals • Executives • Business Development Professionals • CXOs • Startup Entrepreneurs A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 5
CHAPTER / Facts and Figures A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 6
Collateral, as we knew it is dead... RIP document-based messaging EMAILS PORTALS LOCAL FILES CLOUD STORAGE CMS CMS DRIVES PORTALS CRM FTP EMAILS DATABASES EMAILS CMS INTRANET EMAILS PORTALS CONTENT REP FTP CMS CRM WIKIS CMS EMAILS PORTALS FTP CMS DATABASES EMAILS DRIVES PORTALSDATABASES CLOUD STORAGE DATABASES EMAILS DRIVES EMAILS CONTENT REP EMAILS DATABASES INTRANET CDs & DRIVES EMAILS CRM FTP LOCAL FILES CONTENT REP CMS CONTENT REP DATABASES CMS WIKIS EMAILS LOCAL FILES CRM FTP LOCAL FILES FTP CMS CRM PORTALS INTRANET CMS INTRANET EMAILS EMAILS PORTALS DATABASES CMS WIKIS DATABASES DATABASES PORTALS CLOUD CRM EMAILS STORAGE INTRANET DRIVES FTP New research from SiriusDecisions shows that up to 70% of content created by B-to-B marketing teams is never utilized. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 7
A 10 person sales organization generates 32,000 brand messages per year, not including marketing, human resource, presales and support. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 8
50% av e.) 5/10 5/10 Message Clarity In response to the question, “on scale of 1-10, how clear is your message?” ty Mes sage Clari ( We interviewed more than 50 sales and marketing professionals over the past 2 years and we asked the question “how clear is your message on a scale of 1-10”; and the average response was only 5/10 for clarity. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 9
90% of meetings with sellers add no value (Reps failed to connect dots between buyers challenges and their solution ) 90% According to Forrester Research, 90% of meetings sales people have with buyers contribute no value from the buyers perspective. That is, sales people cannot connect the buyer’s challenge with their solution. CLEARLY - Fixing your Messaging presents a huge opportunity to improve inbound lead flow, sales engagement and to qualify and close more business. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 10
Sales Effectiveness/Effort LOW Sales & Marketing Alignment Blitz Campaigns & SPIFS WittyParrot Solution Sales Collaboration Sales Process Mapping Sales Training Event EFFORT This Chart from analyst firm CSO Insights shows effectiveness vs. effort in implementing various sales productivity initiatives. Sales Knowledge Mgt. CRM ERP Size of the bubble indicates relative cost. HIGH LOW IMPACT HIGH A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 11
CHAPTER / Differentiation A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 12
Differentiation? Differentiation is challenging when your competitors co-opt your messaging and ideas. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 13
Differentiation requires strategy and investment… not tactics Here is an unbeatable formula for differentiation. Get all three right and you will be in a very select group of the World’s best companies. 90% of salespeople fail to connect the buyer’s problem to their solution Capturing Value Messaging and relevant proof points and delivering INSIGHT in a way that disrupts status-quo thinking is differentiating market-leading companies. Salespeople need buyer-relevant context for effective engagement Insight Context CONTEXT, is important. When you do speak to a buyer you need to know how engaged they are, if they are opening your email, what web pages they visited on your website and any prior history with your company. Responsiveness Differentiation Only 1% of companies can respond to a lead inside 5 minutes RESPONSIVENESS is a huge differentiator. If you can respond to inbound leads inside 5 minutes, you will initiate 20 times more conversations than your competitors who wait an hour to respond. If you do nothing else, this will grow your business. Responsiveness also means getting your email in the buyer’s inbox inside 5 minutes of your call if you want to get it read and acted on. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 14
CHAPTER / Creating a Messaging Architecture A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 15
Creating a Messaging Architecture Value Messaging Without strong value messaging and reusable messaging components, sales, marketing and support groups revert to “product speak”; talking about product features instead of engaging buyers around their issues and how your products could be used to create value. A MESSAGING ARCHITECTURE has at its center Value Messaging as it relates to how buyers use your products and services. It starts with a Marketing Messaging Web persona • ole-basedPages R discussing buyers Content Creation Template goals, problems and Market the status-quo. Buyer Role | Buyer Goal Barriers to Success • Win-Themes connect Implications capabilities to buyer Status-quo/ Constraints goals/needs. Win-Themes Value Messaging Big Idea Positioning Pillars Win-Themes /Capabilities Solution Summary • We abstract Who-I’ve-Helped-Story Keyword Positioning Pillars and Big Idea Campaigns Blogs / Emails from the underlying WinThemes. A Messaging Architecture anchors a unified content strategy Buyer Persona Win-Themes are content “objects” that are reused across a number of different “information products” A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 16
Creating a Messaging Architecture Marketing Messaging Content Creation templates reuse the buyer persona and Win-Themes to create templates. Marketing Messaging Web Pages Buyer Role | Buyer Goal templates help Barriers to Success Implications Status-quo/ Constraints writers to create Win-Themes great MARKETING Creating thought leading content is a non-trivial task requiring Content Creation Template Market Content Creation Value Messaging structured messaging. Big Idea Positioning Pillars Win-Themes /Capabilities Solution Summary MESSAGING copy for blogs, web pages and email that is relevant to buyers needs and on message. Who-I’ve-Helped-Story Keyword Buyer Persona Blogs / Emails Campaigns WittyParrot founders have created more than 2000 blog articles and understand the challenge of creating thought leading content. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 17
Creating a Messaging Architecture Brand Messaging How do you generate BRAND MESSAGING without a clear value messaging? The answer is - It’s very difficult. Marketing Messaging Web Pages Brand Messaging Mission Statement Content Creation Template Market Buyer Role | Buyer Goal We’ve all been in lengthy Barriers to Success brainstorming sessions Implications to develop messaging Value Messaging Status-quo/ Constraints Win-Themes that in the cold light of Positioning Pillars Positioning Statement Win-Themes / Capabilities Solution Summary the next day doesn’t hang Big Idea Who-I’ve-Helped-Story together. Keyword Blogs / Emails Campaigns Buyer Persona Corporate Presentation Effective brand messaging connects value creation in the customer’s context and positions it in the marketplace. Mission and vision add depth and direction. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 18
A Messaging Architecture Sales Ready Messaging Creating Sales-Ready content that is onmessage, relevant to buyer needs and customizable is an ongoing challenge. A Messaging Architecture for Content Capture & Re-use Marketing Messaging Web Pages Buyer Role | Buyer Goal Stories”, sales scripts, proposals, customer Brand Messaging Mission Statement Content Creation Template Market “Who-I’ve-Helped- Value Messaging Barriers to Success Implications Status-quo/ Constraints Win-Themes correspondence need to Positioning Pillars Positioning Statement Win-Themes / Capabilities Solution Summary be created. Sales-Ready Big Idea Who-I’ve-Helped-Story content must leverage the core value messaging Keyword Blogs / Emails Campaigns and enable salespeople to easily customize it and personalize it. Buyer Persona Corporate Presentation Sales - Ready Messaging Stories , Scripts , Presentations, Emails , Letters , Proposals Corporate Presentation Proof Points A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 19
CHAPTER / Sales and Marketing Messaging Alignment Methodology A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 20
Methodology Brainstorming workshop Instant Access HOW to begin? The Messaging process starts with a BRAINSTORM. 4-7 people is an WittyParrot gives marketers, salespeople and customer support professionals instant access to sales messaging, positioning and field enablement insights over any device, whether online or offline. ideal group consisting of thought leaders, marketers, and 1 or 2 top sales people. Create wits with the answers to all of the questions in the widget. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 21
Methodology Role-based Buyer Persona Role & Goals Barriers Implications Status-quo Competition Online Behaviour Industry Issues Trends Next, we develop Role-based Buyer profiles for key players in the organization who are likely to be involved in the decision to purchase, implement, finance and use our solution. Drag and Drop WittyParrot helps sales people find, drag and drop the right information from a desktop widget, share it and track it, to save time and sell more. With an understanding of the buyer’s role, goals, pressures and constraints they are under, we can approach buyers with some insight and can potentially relate how we can help them to create value. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 22
Methodology Match Capabilities to Goals Capabilities / Capabilities/ Win-Themes Win-themes Solution Solutions Buyer Goals Buyer Goals Next, we map product Win-Themes to buyer Goals. At the intersection of needs and capabilities we have solutions… and a story. A Win-Theme is a well formed messaging component that describes: • what the product or service is, • hat it does for the buyer when w used, • what that means in terms of value. Context WittyParrot in conjunction with inbound marketing and marketing automation intelligence provides contextually relevant content for responsive telephone engagement and follow-up communication. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 23
Methodology Messaging Architecture Creation Marketing messaging to be shared is developed in Company workspace Content reuse Win-Theme shown in the wit editor Win-Themes appear as wits under the appropriate positioning pillar Intelligent Hub WittyParrot is an intelligent communication hub that enables salespeople to access best practices and the latest content and collateral from original sources over a cloud-based service when it is needed. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 24
Methodology Content Creation Templates A content creation template is an information Content Creation Template product that describes the complete product usage scenario of a target buyer in a target Market market, for one specific buyer goal. It can be a Buyer combo wit or word template. Goal Barriers (What prevents them from achieving goal?) The content creation template is Implications designed to be used by marketers and Buyer Persona Constraints/Complications salespeople to understand the product usage scenario of target buyers and to Win-Themes (What it is, what it does, what it means) create content that will resonate with Solution Summary target buyers. Who l’ve helped story (Situation, complication, turning point, resolution) Keywords A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 25
Methodology Who I’ve Helped Stories By converting long form case studies into 150 words “WhoI’ve-Helped-Stories”, we unlock the potential value of customer success stories. “Who-I’ve-Helped-Stories” help salespeople to share stories to open sales calls and to relate how others have implemented solutions. This prevents premature elaboration and accelerates trust and credibility. (“Who-I’ve-Helped-Stories” * Mike Bosworth Leadership, Story Seekers methodology) Single Version Of Truth WittyParrot enables marketing managers to create messaging chunks or building blocks and to combine them into compound documents which update automatically when the underlying message chunk changes to create and maintain a single version of the truth and improve marketing efficiency and brand protection. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 26
Methodology Summary A Messaging Architecture has at its core, Value Messaging components (Win-Themes). These Win-Theme components are re-used in the brand message, marketing messaging and in sales ready messaging. Value A Messaging Architecture for Content Capture & Re-use Marketing Messaging Value Messaging Web Pages Mission Statement Content Creation Template Market Big Idea Buyer Role | Buyer Goal Barriers to Success Positioning Pillars Implications Status-quo/ Constraints Solution Summary Who-I’ve-Helped-Story are managed, updated and Keyword Buyer Persona Blogs / Emails Campaigns throughout the company and with partners. Positioning Statement Win-Themes / Capabilities Win-Themes Messaging components shared by marketing for use Brand Messaging Corporate Presentation Sales - Ready Messaging Stories , Scripts , Presentations, Emails , Letters , Proposals Corporate Presentation Proof Points A Messaging Architecture amplifies brand values and enables everyone in the company to speak with one voice. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 27
Messaging Alignment and Content Reuse WittyParrot is a disruptive Enrich content distribution platform with potential to change the way marketing and sales people work, manage information and interact with clients. Content Freshness WittyParrot enables marketers and enablement professionals to publish and maintain Create Messaging Architecture Manage Component CMS Marketing Buyer Need Sales Share One Voice Pillars Big Idea Win-Themes Sales Marketing Alignment a master version of information for sharing and reuse across the Track Usage, Relevance, Productivity enterprise and business partners to ensure freshness of information. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 28
Sharing Messaging As project creator, or owner, when you Manageability are ready to deploy a WittyParrot enables users to create, organize, share and track multiple content types and rank and use content based on name, size, publication date, frequency, favorite, or most frequently used to easily manage volumes of content from diverse sources. messaging project, click on the gear and select share. Apply permissions to individuals or to groups. Salespeople will typically be read-only. Other marketers can comment. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 29
Analytics Dashboard Wit Analytics and Analytics Dashboard WittyParrot captures usage statistics at individual wit and document level, and also provides analytics dashboard that allows sales enablement professionals to track most used shared content over time and to rank content effectiveness, i.e. utilization frequency, time saved, storage used, top users. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 30
CHAPTER / Messaging Deployment in WittyParrot A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 31
Responsive Sales Enablement The graphic is a screenshot of the WittyParrot Widget being used to create on-the-fly custom email response. This enables salespeople to instantly access relevant information to support buyerseller conversations in real time. With the custom field completed, sales people drag and drop this information into an email or CRM tool to immediately follow-up the call with a written meeting summary, including links to resources and confirming next steps. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 32
Deployment on Tablets and Smartphones Any Device WittyParrot helps marketing professionals to create and distribute sales & marketing collateral and make it available at the point of use and moment of need over any device whether online or offline to ensure sales people get what they need, when they need it without having to dig for it. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 33
CHAPTER / Summary & Take Aways A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 34
Summary And Take-Aways In summary, the WittyParrot technology platform provides out-of-the-box functionality to:1. Physically align sales and marketing messaging to drive content creation that resonates with buyers. 2. Facilitate “on-message” written communication with customers and prospects, so that everyone speaks with one voice. 3. Enable instant information access, for sales, channels, pre-sales and support professionals, to become more responsive. 4. Facilitate useful team communication and collaboration. Top Sales Effectiveness Initiatives for 2013 Enhancing lead generation 48.9% Aligning sales and Marketing 38.3% Improving rep to access key information 36.8% Revising sales process 33.4% Enhancing team comunications 30.4% Analyzing costumer’s buying process 27.2% Revising sales tool 26.6% Revising sales team structure 25.3% Revising channel strategy 24.5% Revising compensation 24% New CRM tools 21.7% Revising hiring strategy 5. Provides tools that sales people will actually use to improve sales performance. 15.3% 6. Enable marketing, operations and enablement professionals to track content usage, productivity and performance to improve effectiveness. A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 35
TALK TO US For Companies: If you are interested in learning more about Sales and Marketing Messaging Alignment using WittyParrot methodology, please either email me at firstname.lastname@example.org or compete the form below. http://www.wittyparrot.com/contact-us For Potential Partners: Join our growing list of partners and become part of our family. 1 Become an OEM partner and deliver a solution on top of WittyParrot. 2 Become an Integrator: Become an implementation partner and support the implementation of WittyParrot enterprise accounts. You can learn more about our partnership programs here: http://www.wittyparrot.com/partner-inquiry A Guide to Sales & Marketing Messaging Alignment with WittyParrot // 36
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