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3.0 Strategies for Improving B2B Sales & Marketing Results
Bob Walmsley
Tailwind Strategies Overview
Agenda
B2B Buying Behavior has changed
Tailwind Strategies Solutions
Step 1 – Audit to Identify Bottlenecks
Step 2 – Modernize Processes
Step 3 – Best Practices Automation
Staying Connected
Founder & CEO Background
Bob Walmsley
• 20 years of applying process and technology best practices to sales & marketing
• Grew IONA Americas revenue from $35 to $103M in 3 years
• B.S. Computer Science MIT
Advisory Board
Andrew Clarke, VP Americas Marketing, Cognos• Former head of field marketing for Siebel • B.S. USMA & MBA Harvard Business School
Jim Gildea, Former CEO, Aegis Associates• Founder • B.A. Dartmouth
David James, Partner ,Swift River Investments• Former CFO IONA Technologies• B.A. Penn, MBA Darden
Bob Potter, CEO, Expressor Software• Previously CEO Kalido• B.A. Providence, MBA Rhode Island
Steve Smith, Former CEO, Optas• His books include Data Warehousing, Data Mining and OLAP and
Building Data Mining Applications for CRM• B.S. MIT, M.S. Harvard
B2B Sales & Marketing Best Practices 90’s
90’s Best Practices Sales (Give to get)
Sales Manager• Hire the best sales people• Train professionally and technically and reinforce• Motivate through compensation and recognition• Organize fairly• Stand-back but coach like hell• Fire quickly if they didn’t cut it
Sales Rep• Be the first in the door to “set the table”• “Give to get” negotiation with buyer• “Leak a week” information stream• If position A then accelerate sales cycle• If position B then delay and change requirements
But Buying Behavior has changed…
How B2B Buying Behavior has changed
1. Bottlenecks have often moved up the funnel
2. Website is now the first sales call
3. Positioning means Goooooooooooooogle
4. Buyers have ADD – must respond real-time
5. Buying and Selling cycles out of sync
Tailwind Strategies Solutions
Step 1a - Tailwind Performance Profile (TPP)
Audit of Sales & Marketing Processes & Tools
• Metrics and document gathering• Interviews• Data analysis, verification and benchmarking• Online Survey• Report preparation
“The Tailwind Performance Profile enabled us to quickly identify the bottlenecks in our marketing and sales processes” – Stan Jaworksi, VP Marketing VBrick
Step 1b – TPP Audit Output
Presentation & Report
• Create Key Performance Indicators• Bottleneck identification and explanation• Tailwind Scorecard for 6 key areas• Recommendations for easiest ROI
“Tailwind showed us where we could obtain the best ROI for marketing and sales” – John Lunny, CEO Vestmark
Step 2 – Sample Process Re-Design Projects
Close
Forecast
Opportunities
Leads
Website
Suspects
AdWords CampaignsAdWords Campaigns
Marketing AutomationMarketing Automation
Lead Management SFDCLead Management SFDC
Opp Management SFDCOpp Management SFDC
Closed Loop Closed Loop
Google Adwords Campaigns
B2B Best Practices
• Competitive Analysis
• Real-time Keyword Discovery
• Bid Management
• Ad Copy Recommendations
• Landing Page Design Recommendations
• B2B Conversion Tracking
• ROI Analysis based on closed opportunities
“Tailwind really helped us on the road to a successful exit” – Carlos Cashman, President, Course Advisor
Marketing Automation – Website Visitor Identification
Digital Buying Behavior
• Anonymous Visitor Strategies• Sales Alerts• Reports & Dashboards• Sales Follow up Strategies
“Tailwind’s unique real-time processes enabled us to achieve call connect rates of greater than 40%” – Jim Chordas Insides Sales Director, VBrick
Marketing Automation – Lead Scoring
BARDS Lead Scoring System*
• BANT• Activity• Recency• Dynamic• Static
• *Requires Visitor Identification System
“Tailwind’s BARDS lead scoring system significantly reduced our lead cycle times” – John Shearman, Internet Marketing Director VBrick
Marketing
Tier 1 Telemarketing
Tier 2 Partner sales
Management Reports & Dashboards
Campaigns Leads
Qualified?
yes
Lead Management
Lead Capture Mechanisms• Online Registration Forms• Import Lists From Excel
no
Sample Routing Rules• Territory Based Routing• Product Based Routing• TBD
Win?
Opportunity ManagementLead Generation
Campaign Effectiveness
& ROI
Accounts
no
yes
Opportunities
Types of Campaigns• Email Campaigns• Pay Per Click Ads
Sample Qualification Questions• Current Situation• Pains• Opportunity Size• Timeframe• Budget• Decision Maker• Main Competitor
Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.
Common Reasons for Duplicate Leads• Bogus info• Duplicate lead• Current customer• New contact, current opportunity
Salesforce.com Tabs
Lead Source
Lead StatusClosed
Business
Qualify LeadLead
Assignment
Archived
Leads
Check for Duplicates
Sample Lead Status• Open: Followed up on within 48 hours• Working: Day 1 through day 30• Developing: Scheduled follow up beyond 30 days• Archive: Non-responsive or No Current Interest
Work Lead & Adjust Lead Status
Opportunity Pipeline
Competitive Win/ Lose
Sample Sales Stages• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost
Sales Cycle
Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest.
Archived
Opportunities
The lead is converted into an opportunity with an associated contact and account. The lead will be handed off to partner sales person to work it through the sales cycle.
Lead Conversion
Lead QualityLead Type
Neglected Leads
Marketing Campaign
Lead Capture
Active Customer
Account becomes an active customer.
Lead Conversion
Contacts
Lead & Opportunity Management Process Design
Step 3 – Best Practices Implementation
Google Analytics/Google Adwords“Tailwind’s understanding of website analytics and lead capture have changed our entire perspective on website design” – Niall McCarthy, VP Sales LIM
Marketing Automation
“Tailwind has a deep understanding of the latest tools and techniques for removing the marketing-sales barriers” – David Keller, GM Newsgator
Salesforce.com“I highly recommend Tailwind to modernize sales processes and implement a best practices Salesforce.com solution” – Jeremy Healey VP Sales Prismtech
Successful Customers
Thank You – Lets Stay Connected
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