Sales Quick Reference Cards – Andy Paul Interviews Peter Buscemi

Andy Paul - Align B2B Sales & Marketing

Any Paul interview Peter Buscemi to discuss Sales Quick Reference Cards.  Specifically, Andy and Peter delve into:

  • What is the dividing line between sales and marketing?
  • Who should the SDR function report to in the organization?
  • Can SDRs belong in marketing just as well as sales?

Sales Quick Reference Cards – What Does Marketing Do

What does marketing do?

  • Build and maintain a brand
  • Create better products
  • Assist in selling

I’ve always found it more fun to work with the sales team to assist in the sales process to be most rewarding

Sales Quick Reference Cards – Who do SDRs Report to

Sales development reps or business development reps, where do they actually sit?

  • If marketing is focused on MQLs then SDRs should probably sit with the sales team
  • When marketing is focused on Qualified Sales Opportunities (QSOs) then Sales Development Reps should sit within the marketing organization

Sales Quick Reference Cards -The Best Sales Reps Are Great Marketers

If the marketing didn’t or doesn’t exist in your organization, then sales reps would fill that role (the one’s that don’t typically do not make quota and resign or are dismissed)

When organizations do not have a marketing function fewer sales people make their number

The best sales people are just phenomenal and they figure out how to:

  • Identify their target market
  • Identify the right companies
  • Identify the right contacts (titles and roles)
  • Craft relevant sales messaging
  • Generate qualified leads

And that’s good  but the issue is that most sales reps do not do the work (time, energy, knowledge, etc.) and it is a very misalignment of expensive resources (marketing people are typically less costly)

Sales Quick Reference Cards – Cost of Direct Sales Reps

Back of the napkin numbers for a fully loaded direct sales person is about $350K

  • Base is $125K
  • Variable is $125K
  • Travel & Entertainment $50K
  • Benefits $50K
  • 200 business days per year (minus vacation, holidays, training, etc.)

The result is a cost of approximately $1750 a day or $220 per hour. So the question is one of the optimal alignment of resource to task. Do you want a sales rep who’s got to close a certain number of deals per month, per quarter, per year focused on tactical activities that could be successfully (and sometimes better do to the ability to hire a specialist for each task) delegated?

If there is one sales rep that is one thing. But if you’re trying to build a scalable model the answer is probably no.  It’s most likely a better option to parse out those tasks to one person who is dedicated or spends the vast majority of their time on a particular task or two.

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Sales Quick Reference Cards – Format

The Quick Reference Card is basically a one-pager to help put sales and marketing get on the same page.

If you go around the organization and ask everybody what the company does, you will get a lot of different responses. The Quick Reference Card for Sales and Marketing helps to eliminate or reduce this communications issue.

The Quick Reference Card for Sales and Marketing is a one page format so that a sales development rep, a business development rep, inside sales person, direct sales person ABM, demand generation or field marketer can have it in front of them as they’re making phone calls, receiving inbound calls and building or executing integrated marketing programs.

Sales Quick Reference Cards – Sales Messaging

The Quick Reference Card for Sales and Marketing include the corporate positioning but is 90% focused on sales messaging. The Sales QRC is not supposed to be a jargon-riddled document that is generic and “me too”. The Sales QRC is summarizes:

  • How your company provides value
  • The use cases that the offering was designed to solve
  • The functions, roles and titles that would derive value from implementing
  • The discovery questions that will qualify or disqualify a prospect
  • The most common objections and responses

The goal of the Sales Quick Reference Card is to help the sales communicate value and to raise relevant topics to stimulate prospects to engage in a sales conversation.

Quick Reference Card for Sales and Marketing can be created for each offering.  And, Quick Reference Cards for Sales and Marketing can be created for each vertical market, for technical and nontechnical users and for strategic and operational audiences.

The best Quick Reference Cards for Sales and Marketing are created with a bi-directional flow of information from:

  • Sales reps who are pitching this stuff
  • Development to ensure that the information is technically accurate
  • Support to vet out what really happens as customers implement and onboard
  • Marketing, to ensure that there is consistency and that there is an umbrella story to provide air coverage

Additional Go to Market Resources From Four Quadrant

QBR Presentation Template >>

Demand Generation Planning Process >>

Three B2B Predictive Marketing Use Cases >>

SaaS Predictive Analytics for B2B SaaS >>

B2B Account Based Marketing >>

SaaS Distribution Models >>

Sales Quick Reference Cards

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