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May Power Marketing Luncheon
May 20, 2015 @ 11:30 am - 1:00 pm
The Sales Gap Model: Creating lift by moving McKinsey’s CDJ theory into a practical, sales driven, marketing process.
Guest Speaker: Sean Doyle, FitzMartin
Sean’s thinking, vision and experience are focused on helping clients truly align marketing and sales with one another and jointly with the customer. The FitzMartin process is linear and can be used to create “rational” buying experiences. This is a major “a-ha” for B2B marketers because it has repercussions for more than just tools but also behavior. It puts marketers in a position of serving as counselors/advisors to sales and across the entire enterprise.
Sean will share his lead tool, a sales gap analysis, and demonstrate how the Sales Gap framework was used by one of the 50 largest banks in the world to create marketing and sales alignment. He also will review the efficacy of marketing tools and sales behaviors and explain how that client created $100,000,000’s in sales (fee, loan and deposit growth) using this process.
Sean will share:
- How you can identify barriers to sales
- How you can advance your professional marketing skills from “I think that will work” to “this will work because…”
- How to collaborate with sales in pursuit of today’s revenue (and management in pursuit of tomorrow’s growth)
- A quantitative tool to evaluate sales process and behavior
- A quantitative way to evaluate creative and predict its efficacy
As a principal of FitzMartin, Sean is a leading mind and voice on B2B sales and marketing strategy. Particularly adroit at applying the science of behavioral change to sales and marketing communications, Sean drives the team at FitzMartin to focus on the needs of business and business leaders. For over 25 years, Sean has worked with businesses to solve the most pressing sales and marketing challenges: planning, positioning, and branding of course, but also growth initiatives, sales optimization, metrics and analytics, high value hard to reach sales programs, customer experience mapping and design, sales technology integration, sales and marketing leadership coaching, even fractional CMO engagements.
Clients include Georgia Pacific, the Southeastern Conference and BBVA Compass. Sean’s first book, Enabling Profit, is a guide for an executive in charge of marketing but not trained to do it!
Early Birds Register and Pay by Friday Noon May 15: Members $20, Guests $30, Students $10
After Friday Noon May 15: Members $30, Guests $40, Students $15
**Early Bird prices accepted at the door for company checks and students cash.[/vc_column_text][/vc_column][/vc_row]