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How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
How to Improve Sales Productivity in 5 Steps:  Digital Sales Coverage
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How to Improve Sales Productivity in 5 Steps: Digital Sales Coverage

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Your buyers have changed how and when they want to engage with your Sales Team. However, when they do engage, 70% of the time your Sales Reps are not properly prepared for the conversation and only 7% …

Your buyers have changed how and when they want to engage with your Sales Team. However, when they do engage, 70% of the time your Sales Reps are not properly prepared for the conversation and only 7% will earn a second conversation.

Join us for a 30 minute webinar to learn about the 5 step approach to Digital Sales Coverage, a tactic that combines digital customer engagement with analytics, enabling sales teams to target, prepare, and engage far more effectively.

This webinar is for Sales AND Marketing leaders, as we'll cover how to:

Improve Lead Quality and Conversion Rates by 20%+
Develop a Scalable Digital Engagement Model for Customers Who are "Not Ready to Buy"
Lower Your Cost-of-Sale to Deliver Revenue More Efficiently

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  • 1. How to Improve Sales Productivity in 5 Steps Digital Sales Coverage March 26, 2014 Mike Kelleher SVP, Strategic Solutions Group MarketBridge Joe Bisagna Client Development Director MarketBridge
  • 2. ©2014 MarketBridge Corp.– 2 – MarketBridge Focus MarketBridge delivers technology-enabled digital customer engagement and analytics solutions to improve Sales productivity and Marketing effectiveness for our Fortune 1000 clients. RevenueEngines™ Digital Engagement Programs SMART™ Predictive Analytics Platform Digital programs and tools to increase lead volume, quality, and conversion-to-revenues while enabling sales channels to engage customers Sales and Marketing Analytics, Reporting and Technology to optimize campaign yield, lead-to- revenue conversion by prioritizing opportunities and personalizing interactions World-Class Clients Sales & Marketing Technology Platforms
  • 3. ©2014 MarketBridge Corp.– 3 –  Buyers are Changing Their Behavior  The Dilemma for Sales Effectiveness  Digital + Data = Sales Productivity  Gaining an Edge with Digital + Data
  • 4. ©2014 MarketBridge Corp.– 5 – “57% of a typical purchase decision is made before a customer even talks to a supplier.” CEB “67% of the buyer’s journey is now done digitally” Sirius Decisions “B2B buyers complain that only 29% of sales reps are well prepared to engaged with them” IDC MARKET RESEARCH “76% of B2B customers prefer to receive content unique to their stage in the buying process” Pardot/SFDC
  • 5. ©2014 MarketBridge Corp.– 6 – How Do You Sell to Buyers in the Digital Age? Traditional Marketing Spend (media buy, direct mail, e-mail, teleprospecting, events) Traditional Sales Spend (field sales, inside sales, resellers, agents, retail, e-commerce)
  • 6. ©2014 MarketBridge Corp.– 7 – How Do You Sell to Buyers in the Digital Age? Traditional Marketing Spend (media buy, direct mail, e-mail, teleprospecting, events) Traditional Sales Spend (field sales, inside sales, resellers, agents, retail, e-commerce) Digital Nurturing • Search, mobile, social media • Content marketing, digital communities • Sales enablement DIGITAL ENGAGEMENT CUSTOMER ANALYTICS + SALES PRODUCTIVITY =
  • 7. ©2014 MarketBridge Corp.– 8 – “The State of the Union” for Sales 1 The Bridge Group; 2 National Sales Executive Association ❶ Goals Up, Headcount Down • Corporate mandates prevent the old formula of More Revenue = More Headcount • Even less expensive sales channels like Inside Sales need to prove more value ❷ Increasingly Inefficient “Talk Time” • Required sales call volume has doubled to make contact with a prospect • For Inside Sales…1,000 outbound calls generates only 32 real leads1 ❸ Ignored Accounts = Ignored Revenue • 48% of sellers never follow up after first touch2 • Disqualified leads (“Not Ready to Buy”, “Insufficient Funds or Authority” ) are too expensive and time consuming to nurture • Yet, these leads represent too much revenue potential to be left untouched by sales
  • 8. ©2014 MarketBridge Corp.– 9 – Priority: Low Preference: Digital Priority: Low Preference: Digital Priority: Low Preference: Digital Matching The Buyer Journey – Low Priority Prospects Week 1 Week 3 Week 5 Week 7 Week 9 Prospect in the call queue, assigned a territory rep. Gets an unsolicited call that sends to voicemail. Several outbound calls received. All voicemail. Susan has done some online research but she’s not ready to engage via phone. Final calls land in Susan voicemail. She’s tagged as inactive lead. SUSAN
  • 9. ©2014 MarketBridge Corp.– 10 – Priority: Low Preference: Digital Priority: Low Preference: Digital Call Priority: Low Preference: Digital Call Priority: High Preference: Digital Matching The Buyer Journey – Nurture + Triggers Week 1 Week 3 Week 5 Week 7 Week 9 Prospect lands in the call queue. Sent email with some persona- specific content Receives email with a relevant CTA; downloads whitepaper. He hits multiple product webpages Retargeted with display ads, keeping offering top of mind. Does not click through. Receives call, does not answer. Clicks through a social post offering Buyer’s Guide. Views more web content correlated with sales readiness An email custom to buyers guide precedes a phone call that James takes. He books a meeting with a sales rep. SUSANJAMES
  • 10. ©2014 MarketBridge Corp.– 11 – Lifting Sales Productivity Through Digital Engagement and Customer Analytics Prioritize Sales Call Patterns Engage Customers Digitally •Analytics driven •Sales-ready •Likelihood to convert • “Not ready to buy” prospects • Low cost coverage • Systematic lead qualification and scoring Feed Sales Quality Leads • Trigger-based • Fed into SFDC • History of digital engagement TRANSITION
  • 11. ©2014 MarketBridge Corp.– 12 – The Economic Potential For every 100 inside reps…  25% increase in rep sales productivity  $1.4M+ in potential labor savings  60%+ increase in per rep quality talk time  17,600 more quality conversation hours  20% lower cost-to-sell  Lower cost per conversation by $5  Up to 20-25% lift in overall sales production  2.5X more touches of nurtured prospects at 81% lower cost
  • 12. ©2012 MarketBridge Corp.– 13 – . Dramatically Improve Sales Productivity in 5 Steps Digital Sales Coverage STEP 2 Target Highest Value Customer Interactions through Analytics STEP 1 Quantify the Business Case & Build the Launch Plan STEP 3 Launch Digital Engagement Programs to Engage Early Stage Prospects STEP 4 Deploy SMART™ Analytics to Continually Feed Reps the Best Prospects STEP 5 Engage Prospects in a Content-Rich Community and Build Data Asset
  • 13. ©2014 MarketBridge Corp.– 14 – What’s Your Economic Potential? • Web-based calculator o www.market-bridge.com/digital-sales- coverage-roi-calculator • Scenario planning • 6 customized inputs • 7 business-impact outputs
  • 14. ©2012 MarketBridge Corp.– 15 – Benefits of Digital + Data Programs Increased Revenues and Customer Lifetime Value Expanded Customer Reach and Response Reduced Cost-to-Sell Deeper Customer Insight Improved Customer Experience
  • 15. ©2014 MarketBridge Corp.– 16 – WEB TOOL What next? Online Digital Sales Coverage Calculator OUR COMMUNITY NEXT EVENT April 16th Webinar “Is Marketing Automation Failing You…or Vice Versa?” Be wary of Shiny Object Syndrome www.market-bridge.com/calculators/sales The-digital-bridge.com Presented by: Kelly Waffle Digital marketing and technology practice lead

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