Read Jeff’s full speaker bio.
Jeff James has held numerous sales and marketing management roles during his fourteen years at Microsoft. Currently, Jeff serves as Director of Enterprise Marketing for the $6 billion U.S. enterprise market. In this role Jeff is involved in leading the strategy development and marketing execution for growing revenue and customer satisfaction among Microsoft’s largest corporate accounts.
As Jeff just mentioned to me – this is quite a sexy topic to be kicking the morning off with……
He’s also asked me to give a shout out to his wife, Anna.
Misalignment in marketing. 47% of all marketing is wasted. Jeff uses some old saying somebody once said about half of marketing being a waste, but thye didn’t know which half.
Gulf between sales and marketing teams and how do marketers or businesses measure those.
Feedback from attendee(s): leads/qualified leads. 1% rate.
What is a qualified lead? Black hole between sales and marketing teams.
Purchase Funnel – awareness, familiarity, interest, preference, intention, purchase, loyalty.
SMEs fail to test why to align, who to align, what to align and how to align.
Marketing most wasteful department in most comapnies. Financial depts should be involved to keep in check.
WHO TO ALIGN:
- Marketing
- Sales
- Operations
- Customer Services
- Finance
WHAT TO ALIGN:
Messages and images to customer needs/desires
budget to revenue sources
campaigns to priority cust. tagets
internal processes
cross-term objectives
HOW TO ALIGN (not much point highlighting these considering they’re in the handout, no?)
FEEDBACK TO QUESTION: How is Microsoft doing now in terms of better alignment? Microsoft needed to provide more in-depth sales tools, more specific demos for particular industries.
How many people have tested a marketing effort with a small sub-set of customers?
Only one person attendee had.
Oh we’re on The Tipping Point and mavens/connectors. Influence the influencers. The best influencers online can often be certain key bloggers within your industry – FIND THEM. (that’s an aside by me.)
Missed his bit after Microsoft having to compete with itself over Office 7. Hadn’t thought of that. If only they’d throw it out there for free as an online office suite a la google they might be caning the big g alive.
Have a play at the Caveman’s Crib.
Interesting thoughts on how moving away from tv and trad media and increased online improves overall ROI.
90% of online presence will have an offline effect whether it’s a click thru or not. Brand awareness etc.
email Jeff for his best practices thing jeff@mythologymarketing.com after AUG 31
QUESTIONS & ANSWERS…..erm none as he was whisked off. Not for being boring mind.
Here we have an action shot taken by my good lady. You might well ask who Jeff is!
Let us know what you think as we go along. Please be as honest as you see fit. We can take it!
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