Featuring Ryan Williams, VP of Sales at LeadGenius,

Mike Plante, VP of Demand Generation at InsideSales.com,

and

Max Altschuler, CEO at Sales Hacker

HOW HIGH-PERFORMANCE SALES TEAMS SQUEEZE THE MOST OUT OF EVERY LEAD

webinar

Ryan WilliamsVP  Sales

LeadGeniusleadgenius.com

linkedin.com/in/jryanwilliams

Today’s Speakers

Mike PlanteVP  of  Demand  Generation

InsideSales.com

linkedin.com/in/plantemike

Max Altschuler CEO

Sales  Hackersaleshacker.com

linkedin.com/in/maxaltschuler

HOW THIS WILL WORK

• This webinar will last about an hour

• Type in your questions in the Q&A box as you think of them

• Join the conversation using #InsideSalesWebinar

• This is being recorded… I’ll tell you how to access the

recording at the end

POLL QUESTION

• What is your current mix of inbound/outbound lead volume?– All Inbound, No Outbound – Mostly Inbound, But Some Outbound– Close to a 50/50 Mix of Inbound and Outbound– Some Inbound, But Mostly Outbound – No Inbound, All Outbound

© 2014 SiriusDecisions. All Rights Reserved

Stop the Madness!

Sales wants all “leads” fast Marketing feels the love and

hits the “more” button

Sales doesn’t follow up Marketing: “Why no follow up?”

Sales: The “leads” are no good Marketing:

Wasted effort, poor performance, bitterness,

despair

EIGHT STEPS YOU CAN TAKE TODAY TO GET MORE OUT OF YOUR B2B LEADS

1. Identify two high-value data points and create research loop

2. Enrich and score leads as they come into your system

3. Respond to inbound leads with high-enough score immediately

4. Tune persistence and cadence for all lead types

5. Set up time stamps6. Create list views/workflows for reps7. Prescriptive contacting8. Mind your recycle bin

INBOUND

OUTBOUND

1. IDENTIFY 2 HIGH-VALUE DATA POINTS & CREATE A RESEARCH

LOOP

DEFINE YOUR IDEAL LEAD

• What custom data do you use now?• What would be your “silver bullet” criteria? • What does your best rep like to find out before they pick

up the phone?• What characteristics to your best current customers

share?

• Go Beyond Core Lead Components– Business Size, Location, Industry, User/Customer Base

CUSTOM DATA POINT EXAMPLES

• Building Square Footage• Google Partner (y/n)• E-Commerce Platform Type• Social Followers• Funding/Capital Events• CRM or Marketing Automation Type• Current Job Openings

2. ENRICH AND SCORE LEADS AS THEY COME IN

ENRICH LEADS FIRST

• Through webform fields• Through real-time data

append via third-party data providers

LEVERAGE DATA TO PRIORITIZE LEADS TO CONTACT

Current Practice

1-3Data Points

Best Practice

80BData Points

Lift

24%Increase in

Revenue

0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

2.5K

2.0K

1.5K

1.0K

0.5K

# of

Lea

ds

Lead Quality

5%

4%

3%

2%

1%

Clos

e Ra

te

PREDICTIVE GIVES VISIBILITY

Leads Worked # of Leads

0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

2.5K

2.0K

1.5K

1.0K

0.5K

# of

Lea

ds

Lead Quality

5%

4%

3%

2%

1%

PRESCRIPTIVE ALIGNS EFFORT

Leads Worked # of Leads

Clos

e Ra

te

0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

2.5K

2.0K

1.5K

1.0K

0.5K

# of

Lea

ds

Lead Quality

5%

4%

3%

2%

1%

EFFICIENCY INCREASES CAPACITY

Leads Worked # of Leads

Additional Leads Worked

Clos

e Ra

te

3. RESPOND IMMEDIATELY

RESPOND IMMEDIATELY TO NEW INBOUND LEADS

Current Practice

38 HrsResponse Time

Best Practice

5 MinResponse Time

Lift

21xQualifications

4. TUNE PERSISTENCE AND CADENCE FOR INBOUND AND

OUTBOUND LEADS

BE PERSISTENT WITH INBOUND AND OUTBOUND LEADS

Current Practice

1.5Attempts

Best Practice

6-9Attempts

Lift

3xInitial Contact

Rates

APPLY A PRESCRIPTIVE CADENCE TO BOTH INBOUND AND OUTBOUND LEADS

Current Practice

NoOutreach Strategy

Best Practice

10dOutreach Strategy

Lift

26%Increase in

Appointments

SAMPLE CADENCE: OUTBOUND APPOINTMENT SETTERS

1st Dial2nd Dial

+ Voicemail+ Email

3rd Dial 4th Dial 5th Dial6th Dial

+ Voicemail+ Email

7th Dial8th Dial

+ Voicemail+ Email

Eight calls per contact over 2 weeks

Day 1 Day 2 Day 4 Day 6 Day 10Day 8

Salesforce  contact  info  will  show  the  dial  count

5. SET UP TIME STAMPS

REPORTING ON LEAD ACTIVITY IS KEY

• Timestamps are the baseline needed for accurate sales cycle reporting

• Even if you don’t have the ability to report on everything you’d like at this moment, timestamp data will be invaluable to your next sales ops hire.

SALES VELOCITY INDICATORS

6. CREATE LIST VIEWS & WORKFLOWS FOR REPS

EQUIP YOUR REPS WITH THE RIGHT REPORTING

• You want a smarter sales team. A smarter sales team wants more flexibility and autonomy.

• Visibility into the sales process enables you to prioritize company goals while allowing reps more latitude to self manage

Example Lead List Views

• New Inbound• Contacted Inbound• Contacted Outbound• Qualifying Leads• Disco Completed• Leads w/ No Activity In 5

Days

Example Opportunity List Views

• Prospect• Demo Completed• Evaluation• Proposal • Committed• Opportunities /w No

Activity In 7 Days

NO ACTIVITY IN 5 DAYS

7. PRESCRIPTIVE, AUTOMATED CONTACTING

PRESCRIPTIVE, AUTOMATED CONTACTINGTask Manual Prescriptive, Automated  Systems Impact

Decide  who to  call

Rep  stares  at  list  with  no  context;  makes  best  guess  who  to  call

System  serves  up  best  record  to  call More time  on   task  vs.  researching  

Balanceinbound  and    outbound

Hot   leads  mixedwith  outbound  calls Inbound   leads  are  treated  as  high  priority and  get  immediately  actioned

Increased contact  rates  and  close  rates

Document   in  CRM  

Reps  skip some  or  all  documentation

Call  recording,  details  and  disposition  are  automatically  saved

Comprehensive  data,  including  time  stamps,available  for  analysis

Know  when  to  call  back

Contacting  is  based  solely  on  when  rep  thinks  prospect  may  answer

Know  when  a  prospect   is  at  their  desk  and  time  your  call  to  coincide with  their  reading  or  sharing  content

Increased  engagement,  responsiveness, and  close  rates

Know  when  a  cold prospect  re-­‐engages

Send  emails  at  a  cadence  after  a  client  goes  dark in  hopes  that  they  respond  at  some  point

Get notified  immediately  when  they   re-­‐open  an  email,  visit  your  website,  or  download  an  attachment  you  set

Deals that  were  thought  lost  and  gone  can  be  revived  and  closed.

8. MIND YOUR RECYCLING BIN

12 MONTH NO-TOUCH REPORT

LEAD ENRICHMENT IS NEEDED

The  average  B2B  sales  and  marketing  database  decays  at  over  3%  per  month  

WRING MORE VALUE FROM EVERY LEAD

1. Identify two high-value data points and create research loop2. Enrich and score leads as they come into your system3. Respond to inbound leads with high-enough score immediately4. Tune persistence and cadence for all lead types5. Set up time stamps6. Create list views/workflows for reps7. Prescriptive contacting8. Mind your recycle bin

THANKSFOR JOINING US LIVE!

Ryan WilliamsVP  Sales

LeadGeniusleadgenius.com

linkedin.com/in/jryanwilliams

Q&A

Mike PlanteVP  of  Demand  Generation

InsideSales.com

linkedin.com/in/plantemike

Max Altschuler CEO

Sales  Hackersaleshacker.com

linkedin.com/in/maxaltschuler