Creating & Qualifying Sales Ready Leads

Transcription

1 Creating & Qualifying Sales Ready Leads Sell More Outsourcing Series Produced and Sponsored by:

2 Today s Speakers Dan Goodstein Outsourcing Institute Managing Director 3forward.com Dan Hudson 3forward President, Co-Founder Matt Smith 3forward Exec VP, Co-Founder 2 3FORWARD, LLC

3 5 Steps to Lead Generation Success Know lead goals Define perfect prospect Segment the database Process, automation, alignment Create and promote content 3 3FORWARD, LLC

4 Fill the Funnel Tools 4 3FORWARD, LLC

5 Define the Perfect Prospect Category Strong Fit Good Fit Neutral Fit $250 million to $5 billion $5 to $10 billion Less than $250 million, greater than $10 billion Geography Global Multi-National National or Multi-State Single market, non-supported countries, high-quantity / very low density Installed Technology Campus and distributed Tier one PCs, servers, infrastructure More than 20% nonsupported products Data center, mainframe, high end server, tier 2 OEMs 2,500 or greater, preferably distributed across multiple regions 1 to 2 thousand seats Less than 500 seats, heavily concentrated in a single site Existing relationship Installed base of equipment No current or positive past relationship Negative past relationship Regional providers Other Vendor Relationships Numerous, fragmented vendor relationships No concentration with single ITO In place full IT outsource relationship Opportunity for an additional delivered service line (Hardware, ITO, BPO, PLS) No additional opportunities Cross Selling Opportunities Opportunity for three or more additional delivered service lines (Hardware, ITO, BPO, PLS) Annual Revenues Seats Client Relationships Sweet Spot Matrix 5

6 Database Segmentation Establish target characteristics and attributes Industry, Geography, New/Existing Classify buyer drivers Role, Responsibility Level Rank prospect types based on target criteria Separate prospects into Tiers 1, 2, and 3 6

7 Formalize Process Sales Readiness: Segmentation, Targeting, Content Development, Business Intelligence, SEO Inbound Drivers: Blogging, Webinars, Social Networking, Events Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking Lead Nurturing: Promotions, Drip Campaigns, White papers Marketing Lead Scoring Warm Lead Engagement Qualification Prove Value Sales Decision 7 3FORWARD, LLC

8 Formalize Process Lead Qualification Process Leads Lead Achieves Target Score A's: 20, B's: 25, C's: 35 Target account or Existing account Actively looking to solve problem; Buying decision in 9-18 months; Has functional responsibility; Willing to meet face to face. A Set face to face appointment; Pass Lead to Sales. B Set phone meeting; Pass Lead to 2nd Level Telesales. C Continue nurturing with drip marketing; Place on watch list for behavior signals. Tire kicker; May have need at some point; Timeline not defined. D Continue nurturing with drip marketing; Place on watch list for behavior signals. Not a fit / Does not meet minimum lead criteria. X Remove from active database. Assumption: High Interest; Priority Shift Occurred; Researching Options Promoted to Next Level Qualification Telesales Lead Behavior / Disposition Telesales Confirm Need, Interest Level and Willingness to Discuss Newly realized problem, determining options; Decision likely in months; Has functional responsibility; Willing to talk further on phone. Information gathering, may have a problem; Timeline not defined / not shared; Responsibility to be confirmed; Willing to talk again in 90 days. Routed to Account Executive 8

9 Implement Marketing Automation What to look for: Analytics (website integration) CRM API Lead Scoring , newsletter, landing page campaigns Social media integration 9

10 Align Sales & Marketing Marketing Accountable for finding, crea3ng, developing, nurturing and tracking leads Establish mul3ple out- and in- bound lead channels, website, SEO Provide informa3on on Lead scoring, ac3vity and metrics- based reviews Sales Accountable for leads that become qualified Transi3on non- progressing leads back to marke3ng for nurturing Accurately maintain CRM tracking data Provide market, compe33ve and prospect intelligence to marke3ng 10

11 Shared Sales & Marketing Goals Co-Create and Jointly Maintain Market Segmenta3on and Sweet Spot Matrix Target profiles and lead defini3ons Lead stages and Sales Ready Qualifica3on criteria Market messages, key dis3nc3ons and proof points Scoring criteria Program success goals and key measurements 11

12 Lead Nurturing Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Brian Carroll, CEO, InTouch and author of Lead Generation for the Complex Sale (McGraw Hill, 2006) 12

13 Nurturing Best Practices Establish a blend of messages to reach your full lead database Messages must be relevant to them (industry, role, challenges, etc) Connect lead behavior to lead nurturing strategy Watch your timing (measure and adjust) Call to action (not always to buy from you!) 13

14 Summary Specific criteria for lead stage definitions Metrics to assess lead pipeline Triggers for moving leads to sales Tools for engaging and tracking leads Align Sales and Marketing 14

15 How We Can Help Lead ReadyTM Sales Strategy and Process Strategic Sales Plans Sales Leader Dashboards Sales Change Management FORWARD, LLC

16 Resources Finding Your Best Prospects Success Kit Sweet Spot Matrix Success Kit Do I Have Enough Leads Calculator Increase Sales Effectiveness With Marketing Automation Feel free to contact us at FORWARD, LLC

17 Thank you for joining Creating Sales Ready Leads Sell More Outsourcing Series