Implications for Sales and Marketing

Presented by Samuel Chatelain

“It’s all about solving the prospect’s problem!”

Sales = Relentless follow upXLN for small business

6 New Rules of Marketing - Then & NowXLN for small business

IQL: Information Qualified LeadsSQL: Marketing Qualified LeadsSAL: Sales Accepted LeadsSQL: Sales Qualified Leads

Lead Cycle Management

MQL to SAL Management• Lead scoring is: an objective system for ranking leads that

includes both explicit and implicit information– Explicit scores are based on information provided by or about the

prospect, for example - company size, industry segment, job title or geographic location.

– Implicit scores are derived from monitoring prospect behaviour; examples of these include Web-site visits, whitepaper downloads or e-mail opens and clicks.

• Drive alignment by mutually defining lead scoring – Lead scoring helps marketing and sales teams identify ready-to-

buy decision makers and the leads that needs ongoing nurturing– 8 touches moves "suspect" to "prospect"

• Key business rules to qualify a lead:– Focus on the right accounts, and the right contacts in the account,

and engage only with warm leads.– When a sales agent receives a lead they must decide whether to

promote the lead to opportunity or recycle it back to marketing• Common issues and our solutions:

– Not the decision-maker (Job-title and personal contact details)– Buyers’ changing timeline or budget priorities – Rather avoid being inundated with sales calls or emails (Opt-out)– Leads cool off (Real-time leads feeding)– Too early in the buying process (Contract end dates capture)– Inaccurate information (validation scripts on data capture forms)

SAL to SQL Management• Service level agreements for lead follow-up

– Prompt follow-up translates into more deals in the pipeline • Prospect called back between 5 and 10 minutes? • Use lead scoring to prioritise calls• After 8 calls, play the lottery – recycle and nurture again• Leads expire or disqualify(DQ) after 30 days or after a number of dials

/call backs – Persistently chasing down prospects with the right message and right

tariff, right deal or right offer • The Assumptive Close: “Do you want that product in the pay-as-you-go tariff or the all-

inclusive tariff?” • The Fly-Fish Close: “We have a special offer – a 3 months free offer – but only if you

decide to buy now.”• The Puppy-Dog Close: “We’ll give you the product free for your evaluation and only

charge you if you don’t return it.”• The Reverse Close: “Is there any reason why you wouldn’t do business with XLN Business

Services?”• The Yes Man Close: “Do you expect first rate service?” “Do you believe that you deserve

the best?” “Do you always try to find the best value?” “Are you going to take this opportunity to get the best value and best service?”

– Simplifies follow-up processes • Best times to call : 8-9am and 4-5pm• 1st call: set mutually agreed appointment/call back• 2nd call: meet/talk to an expert for the best quote

• Leads should never reach a dead end in the revenue cycle. – What happens to the leads that do not become opportunities? – Disqualified/delayed leads are recycled back to marketing

• No Interest/No Time: Lead recycling and nurturing coms • Too expensive: price sensitive offer communications• Not relevant: feature based communications• Unreachable: ‘missed you’ type communications

10% increase in lead quality can translate into a

40% increase in sales productivity

10% of sales are closed on the fourth contact, and

80% are made on the fifth to 12th contact

Defining and Prioritising Lead Scoring

Set Lead Scores Prioritise Leads by Score

Event List, Side Effects and Lead Scoring

Side Effects of Events• Product Interest (Event Folder: CTR Product)

– EVENTS• CTR [Product]• QnA_[Product]_SUBMIT_CTR

– CONDITION: On 1 • LAST_PRODUCT_CTR is set to [Product]• PRODUCT_INTEREST_[Product] is incremented with… • ENGAGEMENT_SCORE is incremented with …

• XLN Interest (Event Folders: CTR CED and CTR QnA) – EVENTS

• QnA_LOYALTY_SUBMIT_CTR• QnA_SWITCH_SUBMIT_CTR

– CONDITION: On 1• XLN_LAST_CTR is set to [XXXX] • ENGAMENT_SCORE is incremented with…

• Quote Request (Event Folder: CTR Quote)– EVENTS:

• CTR Get A Quote CPS• CTR Get A Quote Energy

– CONDITION: On 1• LAST_QUOTE_CTR is set to [XXXXX] Quote• ENGAGEMENT_SCORE is incremented with…

• Tariff Interest (Event Folder: CTR Tariff)– EVENTS

• CTR [Tariff]– CONDITION: On 1

• LAST_TARIFF_CTR is set to [Tariff]• LAST_[XXXX]_Tariff_CTR is set to [Tariff] (-> duplicate to delete)• TARIFF_INTEREST_XXX is incremented with• ENGAGEMENT_SCORE is incremented with

– [Tariff] Values: BB LINE BASIX, BB LINE MAX, BB LINE XTRA, BB BASIX, BB MAX, BB XTRA, LINE BASIX, LINE MAX, LINE XTRA, MOB DATA1GB, MOB DATA500, MOB SIM500, MOB SIM700

Event List and Lead ScoringData Events Score

Clicked on Promise CTR Promise +3Clicked on Testimonial CTR Testimonial +4Clicked on Award Banner CTR Award banner +3Clicked on Blog CTR Business Blog +3Clicked on Twitter CTR Twitter +4Clicked on FaceBook CTR FaceBook +4Clicked on Google+ CTR Google +4Clicked on Linkedin CTR Linkedin +4Clicked xln home CTR xln home +2Clicked xln logo CTR xln logo +2Clicked on Email web copy CTR Email Web Copy +2Clicked on Product CTR Broadband

CTR CPSCTR EnergyCTR Fixed LineCTR Mobile

[+9]+5

Clicked on Tariff CTR Broadband and Phone Line Rental BasixCTR Broadband and Phone Line Rental MaxCTR Broadband and Phone Line Rental XtraCTR Business Broadband BasixCTR Business Broadband MaxCTR Business Broadband XtraCTR Business Line Rental BasixCTR Business Line Rental MaxCTR Business Line Rental XtraCTR Business Mobile data 1GBCTR Business Mobile Data 500CTR Business Mobile Talk SIM 500CTR Business Mobile Talk SIM 700

[+12]+8

Clicked on SIC Segmentation Promotion

CTR SIC Segemntation +3

Clicked to find out more CTR Find out more +5Clicked on CED CTR Contract end date +10Submitted CED CED_SUBMIT +10Submitted a Product Questionnaire

QnA_BROADBAND_SUBMIT_CTRQnA_MOBILE_SUBMIT_CTRQnA_TEL_SUBMIT_CTRQnA_CPS_SUBMIT_CTR

+10

Submitted Other Questionnaire QnA_LOYALTY_SUBMIT_CTRQnA_SWITCH_SUBMIT_CTR

+9

Submitted Products Preferences CTR SUBMIT PRODUCT PREFERENCE +15Requested a call me back CTR Call me back +20Submitted a Quote Request CTR Get A Quote Energy

CTR Get A Quote CPS[+12]+20

Submitted Op-In Questionnaire Opt-In Form Submitted -15Clicked on Unsubscribe link CTR Unsubscribe -15

EXPORT FLOW‘MQL PWP Outbound Export’

Target Group

Export Template/Profil

e

• Target Group: MQL PWP Outbound Export: ALL• ENGAGEMENT_SCORE

greater then 0• PROSPECT_SCORE

greater then equals 0• Schedule: NOT SCHEDULED

• Daily, Weekly? • At What time?

• Max repetition per user = 1 (Allow for different records each time an export is created)

ACTION REQUIRED: • What’s the optimal score

level?

PRSOPECT_KEYPRO_KEYPDET_TITLEPDET_FNAMEPDET_LNAMEMSISDNPROSPECT_SCOREBUSD_EMPLOYEE_SIZEBUSD_DATEESTABLISHEDBUSD_SIC_CODEINDUSTRYENGAGEMENT_SCORELAST_XLN_CTR LAST_PRODUCT_CTR PRODUCT_INTEREST_BROADBANDPRODUCT_PREFERENCE_BROABANDPRODUCT_INTEREST_CPSPRODUCT_PREFERENCE_CPSPRODUCT_INTEREST_ENERGYPRODUCT_PREFERENCE_ENERGYPRODUCT_INTEREST_FIBREPRODUCT_PREFERENCE_FIBRE_BBPRODUCT_INTEREST_FIXED_LINEPRODUCT_PREFERENCE_LANDLINEPRODUCT_INTEREST_MOBILEPRODUCT_PREFERENCE_MOBILEPRODUCT_PREFERENCE_WIFI

LAST_TARIFF_CTR TARIFF_INTEREST_BB_BASIXTARIFF_INTEREST_BB_EXTRATARIFF_INTEREST_BB_MAXTARIFF_INTEREST_BB_LINE_BASIXTARIFF_INTEREST_BB_LINE_MAXTARIFF_INTEREST_BB_LINE_XTRATARIFF_INTEREST_LINE_BASIXTARIFF_INTEREST_LINE_MAXTARIFF_INTEREST_LINE_XTRATARIFF_INTEREST_MOB_DATA1GTARIFF_INTEREST_MOB_DATA500TARIFF_INTEREST_MOB_SIM500TARIFF_INTEREST_MOB_SIM700LAST_QUOTE_CTRQUOTE_GASQUOTE_ELECTRICITYQUOTE_CPS_ACCEPTING_CARDQUOTE_CPS_PROVIDERQUOTE_CPS_COUNTERTOPQUOTE_CPS_MOBILEQUOTE_CPS_PORTABLEQUOTE_E_COMMERCEQUOTE_CPS_TURNOVERQUOTE_CPS_FIXED_LINEQUOTE_CPS_GATEWAYQUOTE_CPS_MERCHANT

Which Data Exported? Export Template: MQL PWP Export Template

Export Data to Whom?Export Profile: Outbound Export

Email: Email for ExportTo: chatelainsamuel@gmail.com Max attach. Size (KB): 10000Zip content: YESStep name and priorities

Direct and Digital

Marketing Activities

Unaware to Informed to Interested

MQL SQL Sales Made

40% 35% 25%

Web Action

Inbound Call

40%10%5%

Product Preference Buying Intention Purchase

MQ

L to

SQL

Conv

ersio

n Ra

teCP

L

SQL

to W

in

Conv

ersi

on R

ate

ROI

Rate

of F

ollo

w-

up C

onta

ct

Rate

of F

ollo

w-

up S

QL C

onta

ct

Win

to Lo

ss

Ratio

Win

to Lo

ss

Ratio

20%

20% 40%

40% 40%

40%3%

7%

No TimeNo Interest

Unreachable

Qualify Buying Signals

Not CheapNot RelevantUnreachable

Negotiate Sales

Objections

10%

40%

40%

Telco Revenue Cycle

Delayed DMCDelayed NDMC Purchase

W/L Ratio: 1:1W/L Ratio: 1:2

Delayed DMC Purchase

PurchaseDelayed DMC

Note: Underlined CPS results applied to Telco

SAL

90% 10% 10%

Lead recycling

Sales Deal Pipeline Build-up

Solution Justifying to Purchase Intention

IQL

Disqualified SQLDisqualified MQL

Disqualified SQL

Disqualified SQL

MQL scoring

Pipeline estimates with correlating scores to win percentages aiming to gain insight into whether a deal is likely to close.

Direct and Digital

Marketing Activities

Unaware to Informed to Interested

MQL SQL Sales Made

40% 35% 25% 15%13%8%

Product Preference Buying Intention Purchase

MQ

L to

SQL

Conv

ersio

n Ra

teCP

L

SQL

to W

in

Conv

ersi

on R

ate

ROI

Rate

of F

ollo

w-

up C

onta

ct

Rate

of F

ollo

w-

up S

QL C

onta

ct

Win

to Lo

ss

Ratio

Win

to Lo

ss

Ratio

30%

30% 55%

55% 15%

15%8%

8%

No TimeNo Interest

Unreachable

Qualify Buying Signals

Not CheapNot RelevantUnreachable

Negotiate Sales

Objections

4%

15%

15%

CPS Revenue Cycle

Disqualified SQLDelayed DMCDelayed NDMC

Disqualified MQLPurchase

W/L Ratio: 1:4W/L Ratio: 1:2

Delayed DMC Purchase

PurchaseDelayed DMC

Sales Deal Pipeline Build-up

Solution Justifying to Purchase Intention

SAL

90% 10%

MQL scoring

10%

Lead recycling

Web Action and Chats

Inbound Call

Pipeline estimates with correlating scores to win percentages aiming to gain insight into whether a deal is likely to close.

IQL

Disqualified SQL

Disqualified SQL

Bridging the SQL target gap with MQLsTelecom Sales Funnel

Month Calls Web Actions

Total Online

SQL

TotalSQL

TargetAgillic SQL

MQL to SQL CR

Agillic MQL

Jan 2,326 842 3,116 3,642 526 25% 2,104

Feb 2,307 884 3,191 4,856 1,665 25% 6,660

Mar 1,942 907 3,236 5,341 2,105 25% 8,420

CPS Sales FunnelMonth Calls

Web Action

sChats

Total Online

SQL

TotalSQL

TargetAgillic

SQLMQL

to SQL CR

Agillic MQL

Jan 399 332 82 813 1,000 187 25% 748

Feb 517 340 96 953 1,000 47 25% 188

Mar 410 329 51 790 1,000 210 25% 840

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X 4

X 4

Monthly Cross-sell ForecastCPS to

DSLTelco to

DSLTelco to

CPS Total

MQL* 48 334 832 1,214SQL 15 104 208 327 Sales 4 29 31 64

Monthly Prospects ForecastTelecom CPS Energy Total

MQL* 2,408 803 803 4,014

SQL 602 200 200 1,002

Sales 233 38 38 309

But MQLs are on limited supply

(*) Clicked and 3 Touch Opened Total MQLs: Telco: 2,790; CPS: 1,635 ; Energy: 803

To recap the new sales process with

Thank youSamuel Chatelain