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Learn how to combine marketing automation and sales analysis to energize your B2B sales pipeline
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Upcoming Webinar
December 9th, 2011 - 8:30 AM PT Understanding Marketing Automation Campaigns
We'll discuss several types of campaigns, designed to engage Suspects, Prospects, and Customers to accelerate the buying process
Grab a cup of coffee, today’s webinar will start at 8:33
Before we get started… • We respect your time, 30 minutes... • Questions are welcome
• We will get to as many as possible
• A copy of the presentation will be available on-line • Available in the eTrigue InfoCenter
• www.etrigue.com/InfoCenter
• A version with audio will be available next week • Please feel free to suggest future Coffee with eTrigue topics
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Legal Disclaimer The information contained in this presentation is for general guidance on matters of interest only. The application and impact of laws can vary widely based on the specific facts involved. Given the changing nature of laws, rules and regulations, there may be omissions or inaccuracies in information provided. Accordingly, all information is provided with the understanding that the authors and publishers are not herein engaged in rendering legal, accounting, tax, or other professional advice and services. As such, it should not be used as a substitute for consultation with professional accounting, tax, legal or other competent advisers.
Today’s Guest Thomas Oriol
Director, Nimble Apps Limited
• Understand your pipeline • Improve pipeline/opportunity reliability • Forecast and simulate pipeline scenarios
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Nimble Apps publishes SalesClic, a simple and powerful sales pipeline management solution combining sales management, analysis and forecasting
Agenda
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1. Align Sales and Marketing • More than just lead definitions
2. Design sales-driven campaigns
3. Prospect up the funnel
4. Define the stages of a sale
5. Prioritize opportunities
Aligning Marketing and Sales
• Align Marketing and Sales: • Common buying personas • Common messaging • Common language/definitions • Common sales processes
• Companies who spend the time to align their teams: • Grow 5.4% faster than competitors • Close 38% more deals • Lose 36% fewer customers
~Marke,ng Sherpa
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• Educate each other • Jointly develop your process • Develop shared goals
Lead Definition
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• Definition is often the greatest challenge • Without it, it’s impossible to decide “Who” does “What” and “When”
• Does sales understand the marketing process? • Does the marketing process really reflect the sales
process?
- Suspect - Prospect - Engaged - Marketing Qualified (MQL) - Sales Accepted (SQL) - Closed/Won
The Vertical Funnel
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• Sales and Marketing jointly “own the funnel”
Marketing Sales
1. Awareness
2. Engagement 3. Phone Qualification
4. Campaign 5. Sales Initiated Campaign
MQL
Sales Driven Campaigns
Sharing the funnel… means sharing control! • Let sales drive timing and message
• Direct control for sales – CRM menu selections • Implied control – Based on CRM data
• Many campaign messaging options • Competitive • Product • Objections
• Consider more than just messaging • Set the appropriate tone for the audience
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Sales Triggered Campaigns
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• Product Specific Accelera1on • Target Objec1ons • Compe11on Based Marke1ng
• Sales participation builds buy-in • Timing is key to increased pipeline velocity and close rates • Initiate campaigns directly from your CRM
Sales Driven Campaigns
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• Check to see if it’s 1me to send to a sales ini1ated campaign
• Confirma1on Alert to sales • Change Score • Add to Objec1on TCO campaign • Sales targets key objec1ons
Prospecting up the Funnel • Look for active Companies, Prospects etc.
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• Prospects from companies you are engaged with but not MQL
• Past business acquaintances
• Unusual Ac1vity
• Ac1ve Prospects not yet in CRM
• Push to Lead • Convert to Contact
Prospecting up the Funnel • Real-Time Lead Alerts before prospect is Marketing Qualified
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Use real-‐1me alerts to iden1fy ac1ve prospects who may not meet the MQL defini1on, but are viable candidates.
• One size does not fit all • Not all salespeople are created equal
Defining the “Right” Sales Process • Modern sales methodologies insist on:
• Considering sales as a process • Matching sales and buying processes
• How do I know my sales process is optimized?
• “Pipeline dynamics” are the best indicator • Reasonable conversion rates from one stage to another • Balanced durations
• Monitor flows – not just volumes • Leverage the historical data buried in your CRM software
Flows and Volumes
Flows
Volumes
Linking Sales Management and Forecasting • Most B2B companies can’t use quantitative forecasting
• They must rely on the judgment of sales reps and managers
• A well-managed sales process helps with forecasting • Timely updates meaningful historical data • Optimized process stable conversion rates and durations
• Base forecasts on pipeline dynamics • volumes x conversion rates x durations improved forecasts • Static CRM info (e.g. amounts, closing dates and probabilities
yields unreliable forecasts • Simulations help when faced with “outliers”
Identifying Priority Opportunities
• A well-managed sales process reveals your “ideal pipeline”
Target
Actual
Ideal
Priority
• Required knowledge: • Daily historical record of pipeline • Detail of opportunities won/lost • Pipeline dynamics
• Goes beyond traditional forecasting by telling you where to focus
Closing Comments 1. Sales and Marketing alignment is critical
Using common language/definitions, a jointly developed and understood process will increase velocity
2. Design sales-driven campaigns Let sales knowledge help drive the right message at the right time
3. Prospect up the funnel MQL definitions are not the only reason leads should move to CRM
4. Define the “right” sales process Monitor and Optimize Pipeline Dynamics - the most reliable indicator
5. Prioritize opportunities Timely updates - meaningful historical data
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For more information on Salesclic please visit http://www.salesclic.com/download/
For more information please visit www.eTrigue.com or call 1-800-858-8500
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