Question

Topic: Strategy

Improving Marketing Messages To Existing Clients - Making The Case

Posted by Anonymous on 5/25/2004 at 11:29 AM ET 250 Points
Hi There,

I work at a medium-sized software company. It's recently become part of my mandate to develop a strategy for marketing professional services to existing clients.

The problem is, I'm meeting some resistance from the people who sell and deliver those services. They don't see the value in making sure our post-sales marketing aligns with pre-sales marketing. They are reluctant to go through a "long development process" for marketing messages. They "prefer to operate independently". They believe they're doing just fine.

I'm quickly realizing that there are territorial issues at work, which I'll have to respect and deal with carefully.

Here's my question: Can anyone provide any information about the relationship between pre-sales and post-sales marketing, specifically in a B2B environment? I have a hunch that there is some value in connecting them, but I'm having trouble forming my argument. Do you have any articles or ideas to support or disprove my hunch?

Thanks for your help,
Jim
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RESPONSES

  • Posted by SteveByrneMarketing on 5/25/2004 at 6:28 PM Member
    I think Vevolution is on the right track. In a past life, I was the business development director for a large old-line law firm. The partner's histories with one another went back for decades; there was a lot of baggage.

    Ultimately the CEO (or whoever really has the power) needs to address this issue with you. I don't think you're going to get very far on your own.

    best of luck
  • Posted by Blaine Wilkerson on 5/25/2004 at 8:16 PM Accepted
    There is a direct and almost detrimental relationship between post and pre-sales marketing. This is vital to B2B as well as B2C scenarios.

    Pre-sales marketing is often dictated by post-sales marketing. For example, client surveys and competitive analysis can totally restructure the pre-sales marketing tactics, pricing, even alter the target market! Without post-sales information, you cannot "evovle" in areas of need.

    It all comes down to being client centric. They are your lifeline. If anyone claims to be able to predict without a "long development process", they simply are not competent. Are you willing to gamble the company's future on other's "gut feelings"?

    Territory may be an issue, but you have to protect your brand. As kwinters said, anyone who refuses to participate in qualitative development is just plain arrogant...and as I mentioned...incompetent. Are they sales people/distributors or marketers? Draw the line.

    There is a good thread on protecting one's brand at the link below:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=1521

    Good Luck!

  • Posted by telemoxie on 5/25/2004 at 8:45 PM Accepted
    Yes, there certainly are territorial issues at work. Clearly the key difference between pre-sales and post-sales marketing is that your company now has established rapport and personal relationships. As a sales person, I believe it is my primarly role to build that relationship. I believe you need to be very careful not to jeopardize that relationship.

    Maybe it's considered heresy on this forum, but from my ten years as a professional software salesperson, I would say during pre-sales, marketing takes the lead, supported as neccessary by sales. If and when an account is assigned to sales, they then have primary responsibilty, and are supported by marketing.

    If it were me, I would take Vevolution's suggestion one step further - and ask those who are "selling and delivering those services" how you could best be of service to them. You can develop marketing support materials which "align" with your pre-sales approach. Over time, you will also gain details on best practices, and you will begin to build trust with your sales team.
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