2. Warm call people who respond (internal referrals)
Prospecting Emails: Less Is More
You can get a 9%+ response rate asking for referrals
State simply why you are reaching out – and be honest! (In every way)
Make the first email SHORT & SWEET: easy read & respond to on a blackberry
5-Step Cold Calling 2.0 Outbound Process Run Email Campaigns Generate Internal Referrals Sell The Dream Connect Their Need To Your Solution Pass The Baton Seamlessly Handoff To Quota-Carrying Salesperson Build List Import Into Sales/Marketing Systems Ideal Customer Profile Highest Revenue Potential & Close Rates
Method #2 Align Terms, Metrics & Compensation
No Common Language…
Lack of common terms, metrics & even language creates confusion, errors & frustration
Prospect: An untouched/cold list or ‘name’
Lead: A prospect that has shown positive interest (usually by registering)
Opportunity: A lead that has been qualified by a human (90%+ requires phone call)
Champion: They refer you leads, offer testimonials (not necessarily a client)
5 Key Metrics For Both Sales & Marketing
New Leads per month
New Qualified Opportunities: a) # of them and b) dollar value of new opportunities
Conversion Rate: of leads into opportunities
Win Rate: what percentage of your pipeline is closed/won into bookings?
Measuring marketing on new leads is like measuring sales on dials per day
What matters: qualified opportunities created each month from marketing leads
# of opportunities
Dollar value of opportunities
Tie marketing to this number!
Incents marketing to generate better leads and help sales qualify them
Method #3 Pull A Switcheroo
Have Them Walk A Mile In Each Others’ Shoes…
Busy people lose touch with others’ realities
How can you have sales people & executives work or intern in marketing roles, and vice versa?
Switch Sales & Marketing execs for 60 days
Involve sales people in marketing projects
Involve marketing people in sales calls & opportunities
How Badly Do You Want Your Results?
Lots of “We can’t do that” excuses will come up
How committed are you to aligning sales & marketing?
Method #4 Discover Your Unique Genius: “Your Purpose, Translated Into Fulfilling, Profitable Work”
What Makes You Unique? (Not Just Different?)
Unique Genius Aligns People & Attracts Results
A big vision rallies employees around a cause bigger than them
What is your purpose that is bigger than you ? What do you stand for ?
If your company is on the cover of BusinessWeek for changing ____, what did you do?
The Value Of Unique Genius & Alignment
Having a clear and actionable mission (& set of core values) will align sales & marketing…
And every employee…
And your partners and your clients!
Unique Genius Attracts Results
It’s not a tagline, it’s everything you do
Are your mission & values words on paper or do you LIVE by them?
Salesforce.com “No software”
Zappos: “Deliver happiness to the world”
Google: “Organize the world's information and make it universally accessible and useful”
Forget About What You “Do”
Customers care less about what you do than the results you create
“ We are the leading application platform for widget integration on the social graph…blah blah”
“ I am a sales & management consultant ” vs.
“ I help companies create predictable revenue ” & “ I help companies turn employees into Mini-CEOs ”
When someone asks “What do you do?”, pretend they asked “How do you help customers?”
What is your Ideal Customer Profile?
Talk to your customers & ask them:
What difference have you made to them?
Why did they do business with you?
Why do they continue to do business with you?
Why would they refer others to you?
Method #5 Turn Your Employees Into Mini-CEOs
Command & Control => CEOFlow
3 Fundamental Values To Creating CEOFlow
… All of which help create an authentic workplace
Why Turn Employees Into Mini-CEOs?
When people are empowered with
A common mission & clear goals
Transparent operations &
Higher morale & energy
Higher productivity & creativity
The CEO Is The Pebble In The Pond
Three Ways To Begin
Operational & financial transparency
Weekly or monthly updates, online dashboards
“ Brutal honesty forums”
With employees create a joint vision for your “ideal company & culture”
“ Meeting Of The Minds”
Regular forum for any employee to share any concern (without discouragement), suggest solutions, and take ownership of improvements
CEOFlow: The Book Register for a free excerpt at: CEOFlow.com “ A must read for every CEO and aspiring CEO…”
Bonus Method: Just Frickin’ Listen!
Like a marriage, lack of authentic communication creates 90% of the problems
When people don’t share or listen, minor issues fester and stew into bigger dramas
Keep it simple & listen to what they are saying :
Weekly meetings / calls
Walk the halls
5 New & A Little Crazy Ways To Align Sales & Marketing
Specialize Sales To Ensure Every Lead Gets The Attention It Deserves
Use Common Terms, Metrics & Compensation
Pull A Switcheroo
Discover Your “Unique Genius”
Turn Your Employees Into Mini-CEOs
+ Bonus Method: Just Frickin’ Talk!
Aaron Ross Services
A clear, step-by-step plan to create predictable revenue ?
The ability to repeatedly source sales-ready leads from ideal clients who aren’t calling you?
Attracting & developing top-notch sales talent ?
Autonomous, happy employees ?
“ Build A Sales Machine” Client: WPromote
Michael Stone, VP Sales, Wpromote
#1 ranked Inc500 Search Marketing Firm:
“ Working with Aaron Ross has been nothing short of amazing …
We saw at least 40+% new business growth .
Deal size is still growing.
We’re getting in the door with big brands like Overstock, AT&T, IBM, etc. – people that would have never come to us.