Brett Bonser to share insights on aligning Marketing and Sales at the FUNNEL conference in November

align.me’s Executive Director, Brett Bonser, will chair the panel discussion on Alignment and present his insights into bridging the alignment gap between Marketing and Sales at the FUNNEL conference this November in Sydney. After engaging over 500 B2B practitioners in London last year, the FUNNEL conference comes to Australia for the first time. FUNNEL is the first conference in Australia centred on B2B sales and marketing and complex selling processes. This year’s event brings together local and international B2B heavyweights to discuss new strategies, tactics and technologies, as well as share insights for businesses to improve lead READ MORE

Reset the Sales Funnel for Revenue Forecast Accuracy

In case you didn’t notice your customers are buying differently today than they did last year. The differences could be subtle or obvious, but if you observe closely you’ll see that the process they follow to make a buying decision –the buyer's journey– has changed. If your selling process and sales funnel structure haven’t adapted to the buyer's journey the efficiency of your sales and marketing efforts will be down and so will the accuracy of your revenue forecast. This is what I call the new “Funnel Economics”. Here are the major variables in a sales funnel READ MORE

Closing sales opportunities faster

How often have we heard sales managers complain that they are generating lots of selling opportunities, but the Sales team just doesn’t seem to be able to close them fast enough? Certainly not fast enough to achieve sales budgets. Out with the pipeline, in with the funnel One approach to this problem can be to do away with the sales pipeline. Clients often talk to us about what’s in the pipeline and what’s coming down the pipeline. But, in a sales pipeline, all opportunities within the pipeline are more or less the same. Let me explain why READ MORE

Think your market is too small? Try recycling

I was speaking with an executive the other day who repeated the concerns of her management team that their existing market was too small to sustain their growth. Expanding into new markets may look enticing, but there are large risks and costs associated with this strategy. As it turned out in this case I was able to show the company that their market was large enough to provide growth opportunities for the next 3 years. A little back of the envelope math indicated a bleak picture at first. Considering the size of their available market and their READ MORE

How B2B Marketers Must Adjust to Shrinking Deal Sizes

According to Marketing Sherpa data just released, average B2B deal sizes are shrinking. What does this mean for the B2B Marketer? Its implications are highly significant. So if the average deal size changes, so does your marketing maths; your funnel velocity will now have to be higher to make the same revenue. Revenue Goal = Deal Size x Leakage x Lag x Buyer's Stage Where leakage means the number of deals that leak from stage to stage of your go to market funnel and lag is the time it takes for deals to close. So to achieve READ MORE

How to size your funnel – top, bottom and middle

Market sizing is often done with a degree of rigour, but far less rigour is applied to the task of sizing your own sales funnel. The proposition that "there is plenty out there" might be true, but sizing is not just about working out if the market can support you. You need to ask yourself, "How much market do I need?" To be a small player in a big market is as frustrating as it is unprofitable - but being No. 1 generates its own awareness. What you really need is to choose a market small enough READ MORE

How to re-engage with customers by saying goodbye

We’ve spoken about Funnel Logic and the way we manage work-in-progress using a sales funnel. One of the critical things in this process is keeping your funnel clean, as there’s nothing worse than a clogged funnel. A clogged funnel contains expired opportunities. These ‘dead’ opportunities cause problems by giving you a false sales forecast, obscuring how much work you need to devote to each stage. This is especially hazardous when it causes you to neglect topping up your funnel with new opportunities. We suggest you purge prospects that have spent too long at a particular stage. Of READ MORE

Competitively superior in-field targeting

Fish where the big fish are! Go for the 80/20! Don’t mess around with the small end of town – spend your time at the big end of town. All laudable exhortations. As a fledgling Sales Exec decades ago, I heard them all. You probably did too, huh? Calls to arms like this aren’t good enough for sustained competitive advantage in field targeting of the customer base and prospect pool. Calculate the cost of a visit in your sales organisation. Do it properly. Load up the full cost of the Sales Team with direct Sales Management PLUS READ MORE

How long is your revenue runway?

Many business managers I speak with don’t have an accurate view of how long their revenue runway is; or to put the metaphor aside for a moment, they are unclear about how much time is required for the marketing and sales team to create enough customers to achieve a revenue target. Almost without exception the estimated time to revenue is perceived as being much shorter than it is in reality. The misperception is dangerous. It leads to wildly inaccurate forecasts, wasted budgets, and unnecessary management turnover. Ask any pilot and they’ll tell you with a high READ MORE

Top 3 priorities for B2B marketers: Marketing Sherpa

According to new research from MarketingSherpa, published recently by eMarketer.com, marketers are concerned primarily with 3 stages of the marketing funnel. While 60% of B2B marketers revealed that lead generation is their top priority, converting leads into customers trailed closely behind with 57%. This is good and bad news. What this tells us is that increasingly marketers understand that their primary role is to contribute directly to the business in the form of one key metric: revenue. Its really, really good news because it shows that marketers are increasingly acknowledging that they form a key part of READ MORE

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