Transcript The marketing mindset - University of St. Thomas
Slide 1
Laura A. Heiden
Master in Business Communication
University of St. Thomas
December 18th, 2007
Slide 2
Does marketing effect sales?
Slide 3
The conflict…
• Sales people are like cowboys.
• Marketing people are like preachers.
• They must work together.
• Will always struggle to co-exist.
Slide 4
The sales mindset
The Cow boy
The Independent Cowboy.
• In d e p e n d e n t
• “Been there, done
everything.”
• B e e n th e re , d o n e e ve ry d a m n th in g
• “Don’t change what
• D oworks.”
n ’t ch a n g e w h a t w o rks
• “What the hell do you
• W h a t th e h e ll d o yo u k n o w a b o u t
know about anything
a n yth in g , a n yw a y?
anyways?”
Slide 5
The marketing mindset
The Preacher
• “Praise be the brand, and
my plan.”
• “You need to change.”
• “Let me show you the light.”
• I can
Slide 6
How can they co-exist?
• To succeed, we need a functional
relationship.
• Salespeople need to have confidence that
marketing understands.
• Marketing cannot assume salespeople will
embrace their strategies.
Slide 7
What do marketers need to do?
• Use insight from salespeople to create
practical strategies.
Slide 8
Do CROPLAN GENETICS
brand marketing
strategies positively
effect seed sales?
The Question
Slide 9
The scenario…
• Significant sales growth.
• Increasing need for marketing.
• Need to gauge effectiveness of marketing
tools.
• Need to collect insight from salespeople.
Slide 10
Strategy to gain sales insight
• Online survey to retail seed sellers.
• Promotional incentive.
• Emailed survey via district sales managers
and posted on invoicing system.
Slide 11
Online survey response
• Sent to approximately 2000 retail seed
sellers.
• 737 responded.
– Over 500 responded within the first 24 hours.
Slide 12
Online survey content
• Survey categories (# of questions)
-Marketing tool usage (12)
-Answer Plot® trainings (4)
-Seed guide (4)
-Marketing opportunities (3)
-Seed industry comparison (8)
• Total number of questions = 41
Slide 13
Discovery #1
I believe using CROPLAN GENETICS
marketing tools has enabled me to increase
sales volume with existing customers?
88.57% Strongly Agree/Agree
Slide 14
Discovery #2
Which marketing tools have helped you sell
CROPLAN GENETICS® seed to new customers?
Marketing Tools
% of Total
Seed Guide
69%
Answer Plot Grower Sessions
57%
Field Signs & Other Signage
49%
Promotional Items (caps, jackets and other logoed
items)
30%
Direct Mail Postcards
15%
Advertising (print, radio, and outdoor billboards)
12%
Slide 15
Discovery #3
The CROPLAN GENETICS® seed guide is
the best seed guide available in the
industry.
86.27% Strongly Agree/Agree
Slide 16
Discovery #4
In your experience, what is the biggest challenge
in selling to growers who have not purchased
CROPLAN GENETICS® seed from you before?
Select all that apply.
Challenges
% of Total
Brand Perception
75%
Price
38%
Product Performance Data
35%
Narrowing the list of available products
26%
Financing Tools
14%
Slide 17
The Answer
• When utilized, CROPLAN GENETICS
marketing tools are increasing sales.
Slide 18
The Answer
•
Traditional marketing tools are most
useful.
•
Brand perception is sales biggest
challenge when selling to prospects.
•
Sales can provide valuable insight for
marketers.
Slide 19
What has been done since the survey?
• Increased sharing of ideas between marketing
and sales
-More focus groups
-Sales feedback on large marketing projects
• Increased brand awareness activities
-National direct mail campaigns
-Development of a brand character,
“Dan – The Answer Plot Man”
Slide 20
Dan and the soybean supply
Slide 21
Dan went ice fishing
Slide 22
Dan in South Dakota
Slide 23
Dan in Paris
Slide 24
The Answer
• At CROPLAN GENETICS® seed, the
cowboys and the preachers are in
partnership.
Laura A. Heiden
Master in Business Communication
University of St. Thomas
December 18th, 2007
Slide 2
Does marketing effect sales?
Slide 3
The conflict…
• Sales people are like cowboys.
• Marketing people are like preachers.
• They must work together.
• Will always struggle to co-exist.
Slide 4
The sales mindset
The Cow boy
The Independent Cowboy.
• In d e p e n d e n t
• “Been there, done
everything.”
• B e e n th e re , d o n e e ve ry d a m n th in g
• “Don’t change what
• D oworks.”
n ’t ch a n g e w h a t w o rks
• “What the hell do you
• W h a t th e h e ll d o yo u k n o w a b o u t
know about anything
a n yth in g , a n yw a y?
anyways?”
Slide 5
The marketing mindset
The Preacher
• “Praise be the brand, and
my plan.”
• “You need to change.”
• “Let me show you the light.”
• I can
Slide 6
How can they co-exist?
• To succeed, we need a functional
relationship.
• Salespeople need to have confidence that
marketing understands.
• Marketing cannot assume salespeople will
embrace their strategies.
Slide 7
What do marketers need to do?
• Use insight from salespeople to create
practical strategies.
Slide 8
Do CROPLAN GENETICS
brand marketing
strategies positively
effect seed sales?
The Question
Slide 9
The scenario…
• Significant sales growth.
• Increasing need for marketing.
• Need to gauge effectiveness of marketing
tools.
• Need to collect insight from salespeople.
Slide 10
Strategy to gain sales insight
• Online survey to retail seed sellers.
• Promotional incentive.
• Emailed survey via district sales managers
and posted on invoicing system.
Slide 11
Online survey response
• Sent to approximately 2000 retail seed
sellers.
• 737 responded.
– Over 500 responded within the first 24 hours.
Slide 12
Online survey content
• Survey categories (# of questions)
-Marketing tool usage (12)
-Answer Plot® trainings (4)
-Seed guide (4)
-Marketing opportunities (3)
-Seed industry comparison (8)
• Total number of questions = 41
Slide 13
Discovery #1
I believe using CROPLAN GENETICS
marketing tools has enabled me to increase
sales volume with existing customers?
88.57% Strongly Agree/Agree
Slide 14
Discovery #2
Which marketing tools have helped you sell
CROPLAN GENETICS® seed to new customers?
Marketing Tools
% of Total
Seed Guide
69%
Answer Plot Grower Sessions
57%
Field Signs & Other Signage
49%
Promotional Items (caps, jackets and other logoed
items)
30%
Direct Mail Postcards
15%
Advertising (print, radio, and outdoor billboards)
12%
Slide 15
Discovery #3
The CROPLAN GENETICS® seed guide is
the best seed guide available in the
industry.
86.27% Strongly Agree/Agree
Slide 16
Discovery #4
In your experience, what is the biggest challenge
in selling to growers who have not purchased
CROPLAN GENETICS® seed from you before?
Select all that apply.
Challenges
% of Total
Brand Perception
75%
Price
38%
Product Performance Data
35%
Narrowing the list of available products
26%
Financing Tools
14%
Slide 17
The Answer
• When utilized, CROPLAN GENETICS
marketing tools are increasing sales.
Slide 18
The Answer
•
Traditional marketing tools are most
useful.
•
Brand perception is sales biggest
challenge when selling to prospects.
•
Sales can provide valuable insight for
marketers.
Slide 19
What has been done since the survey?
• Increased sharing of ideas between marketing
and sales
-More focus groups
-Sales feedback on large marketing projects
• Increased brand awareness activities
-National direct mail campaigns
-Development of a brand character,
“Dan – The Answer Plot Man”
Slide 20
Dan and the soybean supply
Slide 21
Dan went ice fishing
Slide 22
Dan in South Dakota
Slide 23
Dan in Paris
Slide 24
The Answer
• At CROPLAN GENETICS® seed, the
cowboys and the preachers are in
partnership.