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Webinar Death Of Cold Calling


Koud bellen behoort tot het verleden. De website pre-kwalificeert en nurtured leads en Sales volgt op met kwalificatie, maken van een verkoop propositie en closen van de deal.

Koud bellen behoort tot het verleden. De website pre-kwalificeert en nurtured leads en Sales volgt op met kwalificatie, maken van een verkoop propositie en closen van de deal.

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  • 1. THE DEATH OF COLD CALLING - A NEW PARADIGM FOR LEADGENERATION Presented by: Kevin Miller – EVP Marketing/Sales – SalesFUSION Session Audio Starts at 2PM EST
  • 2. What we’ll cover today• Cold Calling – Death versus evolution• Lead generation in 2011 – Hijacking the digital conversation• The statistical failure of cold calling• Where do leads originate from in 2011 and beyond?• Adapting sales and marketing to optimize the digital conversation• The journey to lead to sales revenue management• The changing view of telesales/inside sales
  • 3. About SalesFUSION• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Extensive global partner network• 110 New clients in 2010• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2010 – customer requests
  • 4. The best film about sales leads….ever
  • 5. A few assumptions• Death versus evolution• Telephone prospecting is still very important• How, why and when we telephone prospect has changed radically Telesales and Cold calling has been fired and replaced by the internet…..but your company many not know that yet…“It is not the strongest of the species that survives, nor the most intelligent thatsurvives. It is the one that is the most adaptable to change.” Charles Darwin
  • 6. The “If you don’t know this you live under a rock” statisticsRetail - The Pew Internet and American Life Project has just published theresults of a study on Americans e-commerce habits. Among the findings: 58%of Americans say they perform online research on the products and servicestheyre considering buying. Thats up from 49% who performed online researchin 2004.B2B - 93% of business-to-business customers research companies and productsonline before making a purchase, according to MarketingSherpa
  • 7. Lead Generation in 2011 and beyondDemands a new paradigm for telesales…• Many b2b buyers are engaged in a digital conversation with your company• Most companies don’t know about this conversation• By the time telesales speaks to a prospect, opinions about you are formed• Successful companies learn ways to “Hijack the Digital Conversation”• Do you trust the internet to sell for you?• Conversation channels are fluid and changing and evolving monthly
  • 8. RS BE M U N E THWhy is cold calling icky?It fosters a culture of “taking” • Cold calling is a practice of starting a b2b relationship by Taking something from a prospect without asking first • Take their time • Take their information • Most people feel uncomfortable “taking” something from someone. Traditional lead generation/selling models foster an environment of “Taking” •More calls – more appointments – more sales….or your fired. •Leads to employee dissatisfaction, unattainable quotas, re-training costs for new hires to replace those who have been fired or quit out of frustration Consider the following sales people’s statistics: • 44% of sales reps quit after 1 no • 22% quit after 2 • 14% quit after 3 • 12% quit after 4 (total is 92%) 60% of customers say no at least 4 times Share | Learn | Save
  • 9. RS BE M U N E THSales is a numbers game….right? B2B Sales Rep = COGS Calls 100 Calls • $50,000 base salary • + Benefits • Salary plus benefits = $65,000 • 100 Calls per day • 5 Days per week Appointments 2-3 Appointments • Avg. 42 Full weeks per year .025 connect rate • 210 calling days • 21000 calls • 525 Connects • 105 Sales Sales .5 Sales .005 close rate Share | Learn | Save
  • 10. RS BE M U N E THSales is a numbers game….right? B2B Sales Rep = COGS • 21000 calls = $3.10 per call Calls 100 Calls • 525 Connects = $123 per connect • 105 Sales = $619 per sale Assumptions • Consistent 100 calls per day to new Appointments 2-3 Appointments leads .025 connect rate • Connect = telephone-based meeting • Sale = closed revenue • Time to work deals? Sales .5 Sales • Time for administrative work? .005 close rate • Time in meetings? • Are these numbers even realistic for internal personnel? Share | Learn | Save
  • 11. RS BE M U N E THMore sobering statistics • It takes 8.4 dials to reach a person, and 2% of all calls results in a meeting. Calls • If 30% of these first meetings convert into opportunities and a sales person closes 25% of these opportunities, they will have to make 1,000 calls to get 1 sale. Appointments • If they are pounding the phones making 50 cold calls per day, they can get 1 winnable sale every 20 days. • At this rate they can acquire 12.5 new customers per year. Sales Share | Learn | Save
  • 12. Where do leads originate from in B2B - 2010 Base: 249 B2B marketers at companies with 50 or more employees (multiple responses accepted, does not include “other”)
  • 13. More from Forrester – what are company’s top marketing/saleschallenges in 2010?
  • 14. How are leading b2b sales/marketing teamsadapting? Marketing’s Role • Identify leads • Generate leads • Execute campaigns • Pre-qualify leads • Nurture leads • Re-Market stale sales leads Sales’ Role • Complete lead qualification • Present and propose solutions • Propose pricing • Execute contracts • Close business • Cross-sell • Changing traditional roles • Inside sales is no longer a sales function • Skill-sets for inside sales are changing • Marketing – ½ Focus on brand & ½ Focus on Upper Funnel Development 14
  • 15. Beginning the journey to lead to sales revenuemanagement… • Marketing – focus on upper-funnel development using all available channels, techniques and communication mediums • Telesales – triage, manage, respond and advance inbound leads • Sales – focus on closing business 15
  • 16. Change the way you view telesales/inside salesThey are not phone jockeys anymoreThink air-traffic controller• Monitor and direct lead traffic• Exchange meaningful information with the leads• Direct leads to the right resources• Educate leads about value proposition and competitive position • Empowered with technology • Higher job satisfaction • Better growth potential • They become a marketing and field sales “Farm Team”
  • 17. ESS OC PR LES SA TO AD LE 11 20What should an inside sales model look like?Inbound Leads Process forInside Sales Telesales Duties Telesales – Web visitor monitoring CRM  Daily Monitor  Log calls  Respond – 2-4 hours to  Append data known visitors  Create OpportunitiesLead Capture Home Activity Log  Pre-qualify  Enroll known visitors into 3-Page Page step drip CRM  Identify other contacts  Accounts – research using  Send task to sales LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step drip Simple process maps will help focus the marketing and sales Opportunity Field Sales Duties teams on execution of the plan Sign Up for Demo or self qualify 1. Email Alert to reps based on Geo 2. Rep – verifies company HQ location 3. Rep – updates CRM – creates oppt 4. Ensure contacts/account are linked and de-duped 5. Append address, phone, vertical and Share |source | Save lead Learn
  • 18. 4 technologies inside sales needs to thriveWebsite monitoring station• View, identify, receive alerts of leads on the website• Integrate with data services to research and append contacts• View page-level activity from high-score leadsEmail Marketing• 1-touch enrollment in multi-step campaigns• Follow up emails using trackable html email• Bulk email capabilities to call listsData appending and social tools• Research and import contacts from identified companies on the site• 1-touch enroll net new contacts into first-touch campaignsCampaign activity reports• Access to daily/weekly/monthly campaign reports• 1-click access to marketing history for leads
  • 19. Website monitoring stationWhat is it?Web visitor tracking is a newer type of web analytics that captures, alerts and routeswebsite leads based on rules.
  • 20. Access to enroll leads in campaigns Alerts Auto-enroll Email alert – Based on Rules Automated Routing to Alert telesales to view/open drip/trigger based nurture in CRM marketing campaigns
  • 21. Day in the life with Marketing Automation Website monitoring Research anonymous visitors – append with contacts – enroll in campaigns Pop email alert when high-value activity occurs – assign task for call If no phone contact made – enroll in trigger campaign Receive on-going alerts when lead returns to site/responds
  • 22. Access to critical information• Give telesales the tools to access info and take action• This view allows for telesales to view activity and enroll leads in campaigns Share | Learn | Save
  • 23. The importance of marketing automation tools • Provides a mechanism for real-time lead monitoring • Reduces lead response time • Allows for enrollment in pre-defined trigger campaigns • Increases touches in first 30-days following initial inquiry • Allows for research and appending of data through sources such as Jigsaw • Alerting via email ensures leads are touched quickly Share | Learn | Save
  • 24. Create a lead-centric cultureEstablish a dialog between marketing/sales•Regular meetings – rotate between pipeline-centric meetings to lead/demandgeneration-centric meetings•Understand sales-team issues with leads – volume, where they come from•Brainstorm sessions about lead profiles, verticals, targets, messaging and hotbuttons•Sales is the best source for “Why a lead buys” informationCreate simple process maps•Define on paper who does what, when and why•Assign people by name to stages in a process mapConsiderations•Sales may be resistant to change or dis-interested in leads•Old-School sales cultures must be changed•CRM system tuning will be required•Marketing technology MUST integrate seamlessly to CRM•Reporting must be in place to track the process and hold constituentsaccountable
  • 25. How marketing automation supports this model • Lead Scoring/Routing enables automated nurturing of leads • Trigger-based email campaigns – prebuilt and tied to scores • Lead scoring must be tuned, tested and agreed upon with sales • Objective is to treat every suspect the same initially • Eliminate lead leakage • Target content based on behavior and demographics Share | Learn | Save
  • 26. How important is this to your upper funnel success?According to Aberdeen, who tracks the performance of “Best Practice” organizationsutilizing marketing automation tied to telesales….• Inside sales achieves quote 11% more when marketing automation is deployed• Lead conversions (to opportunities) increased by 7%• Inside sales make an additional 7-9 connects per day• Overall sales team quota achievement is higher by nearly 3%• Company revenue is higher by over 3%Why?• For the same Reason Henry Ford was able to produce more cars for less• Efficiency gains through automation• Connects are more meaningful when data is made easily accessible• Fewer (if any) leads fall through the cracks Share | Learn | Save
  • 27. Questions?• Participate in our DOCC Nurture Campaign• Schedule a demonstration of SalesFUSION• Learn more www.salesfusion.comCore Features• Enterprise b2b marketing• Advanced email marketing• Lead scoring• CRM integration – Salesforce, Dynamics, Sugar, Saleslogix…• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management Share | Learn | Save