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30 Seconds that Matter: How to Propel Revenue by Shifting Your Sales Energy Use


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  • 2 minutes – put the discussion into context for both marketers and sellers
  • take them through the notion of sales capacity
  • This will explain how pressed salespeople are for time. Why they might not respond to all leads, and the importance of tools like MA .
  • Research on sales capacity utilization and a way to calculate it for themselves
  • Grouping all sales conversations into one linear chunk of time puts it into perspective.
  • Grouping all sales conversations into one linear chunk of time puts it into perspective.
  • The non-selling calendar is full of tasks key to the sales process but it’s at the expense of talking with more prospects.
  • The key here, is to make every activity count.
  • So far, we’ve talked about getting the most from activities and conversations given your utilization split. But what if you could move the needle and spend more time selling?At 35%, reps are spending 2.8 hours in sales conversations
  • What happens to revenue when you move the needle by 15 points so they are spending 50% of their time.You might think the revenue would also jump 15%
  • In actuality, going from 2.8 hrs to 4 hrs is a 42.8% increase in selling time.Real revenue growth should therefore be the same.What can you do to move the needle?
  • This brings us back to ‘why 30 seconds matter’Both what you use that 30 seconds for and how effective you areTools like MA come into play.We have the power like never before to identify the right people, prioritize, and know what to say…
  • Initiatives that can have a dramatic impact on your marketing success and your organization’s bottom lineCollecting and Delivering Meaningful Lead Data to SalesEngaging and cultivating leads beyond the top of the funnelTaking advantage of channels already in place to uncover more opportunitiesLeveraging email marketing to its fullest
  • Promote your company and engage with prospects in real-time – move them through the funnelFind the right party-goers and don’t leave empty-handed: Combine Social media, website intelligence tools, and prospect behavioral data allows you to effectively engage in direct, two-way conversations that convert into opportunitiesOnline Marketing, including email, website, seo/semSocial Media Party“mingle” and listen to prospects, identify influencers, and uncover terminology that translates to your businessThis will help guide your conversations to best connect with your target audienceUse social media to listen, follow them, thank them, and add value to the conversations they're having - while they're having them.Manage social media in conjunction with existing campaigns, for example email campaignsShow your company’s unique personality and put a name and face on your company with your website and through social conversationsFollow the conversation, engage, and add value – but don’t be the overly annoying
  • Once you have people interacting at the top of the funnel, you need to start understanding what makes them tick – and be on the look-out for buying signals. And helping buyers work their way throught the funnel – while reducing the ask on the sales team.Understand Prospect BehaviorCreate visibility by tracking key metrics – number of visitors, how much traffic each page is delivering, identify users by company, view specific individuals by name (title, pages visited, contact information) – very powerful information in facilitating sales follow-up and the type of targeted communications to sendLet your prospects know you're aware they're visiting your website, and give them targeted communications based on their visits – gauge their interest levelAutomate Follow-upSet up automated programs to trigger confirmation or response messages based on action prospect has taken (ie downloaded whitepaper)Create an arsenal of content based on different prospect needs/engagement. Don’t force sales team to manage the response messages – these should be automated for them as much as possibleScore engagementSet up lead scores based on buying signals prospects may makeCombine demographic and behavioral attributes to identify high quality; sales-ready prospects
  • Leverage Email Marketing to its fullestEmail is easy-to-use and low-cost means but it is important to consistently use campaign branding and messagingPlanning and coordination – effective email campaign require careful data selection, relevant content, a clear conversion path, integration with all of your marketing efforts, measurability, and coordination with your sales team. Be sure to create a diligent and thoughtful approach to the actionable paths a prospect may take with your email that will determine if that prospect wants to engage with you.Multiple touchesThink through the touchpoints a prospect should receive depending on where they are in the buying cycleContent is King – offer a variety of different CTA’s to engage people
  • Create a marketing ecosystem that walks, talks and works togetherFrom the click of the send button, your landing pages, confirmation /follow-up emails, website, social media channels and sales team should all support your key messages and value propositions. Give your prospects an easy way to find and respond to your offer. If you aren’t tracking behaviors and metrics you’re missing the boatDemographics, psychographics, online and offline interactions, transactions and responses deepen customer profiles and should be used to drive personalized, relevant, and timely communications as well as effective sales engagement.Get prospect interactingGoal is to drive engagement; get people interacting with your emails, websites, etc to help them progress through the buying cycle The more engagement, the higher the lead scoreMove prospect along buying cycle
  • 20%: Leads that are followed-up onProvide real-time data on how the prospect engages with your organizationWeb pages visitedNumber emails openedMarketing assets downloaded With the right system in place you can let sales know when a lead is most likely to be a real prospectDefine types of behavior that demonstrate an increase in interest and momentum - add them up and you have a lead scoreOnly when the score reaches a pre-determined number is it a “hot lead”Fosters a meaningful engagement with prospects and focus that engagement at the most opportune time.
  • Increase the number of high-quality leads passed to salesIdentify qualified leads that display a purchase intent based on behavior. It may be a combination of frequency, page visits, and specific pages that indicate a buying sign - Highly desirable leads.Provide lead activity historyFull lead activity history means your reps will know the perfect targeted follow-up. They should know which emails were opened, what web pages were visited, how many times the lead has visited and when.Increase overall revenue per leadDevelop a measurement process to document the return on your marketing dollars - the holy grail of closed-loop marketing.Shorten sales-cycles with timely and relevant follow-upIt’s important to make an initial contact within the first hour/day to increase lead qualification rates.
  • Engage and Cultivate Leads Beyond the Top of the Funnel80% of “bad leads” buy from someone within 24 months – don’t let them be from your competitor – they are not “bad leads” they just aren’t ready to buy….yetWith the right tools in place – stay in touch with every lead –stay poised, engage when the time is rightKeys to nurturing successAlign sales market and don’t alienate prospectsDeliver relevant content to validate your solutionUtilize a sophisticated yet flexible tool - easy to set-up, supports your strategy and sales process
  • Validate your company’s valueIncrease positive brand perception by providing valuable content, thought leadership, and proof of market penetrationNurture from the target-audience perspectiveBe consistent with how sales communicates and engages - typically short and to the point.Move leads effectively through the sales cycle - deliver when “sales ready”Shorten time to buy based on positive brand association, proof of effectiveness and consistent communications. Deliver to sales at the most opportune time – when the lead is showing signs of active engagement.Empower sales team but don’t alienate prospectsEngage sales from the onset and balance timing/frequency of nurturing engagements - provide sales a holistic and real-time view of lead attributes and activity behaviors.Leverage customer successes - keep them informed and coming backHighlight your customer successes as a sales tool to attract new customers via case studies, references, social media and webinars.
  • Transcript

    • 1. 30 Seconds Matter:How to Propel Revenue by Shifting Your SalesEnergy Use Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW | @ActOnSoftware | #ActOnSW
    • 2. Welcome! Thanks for Joining us today. Nancy Nardin Janelle JohnsonFounder and President Director, DemandGen Smart Selling Tools Act-On Software | @ActOnSoftware | #ActOnSW
    • 3. Agenda• Calculating Sales Capacity and Utilization• The ‘Real’ Sales Calendar• Making Conversations Count• Radically Impacting Revenue• Increasing Productivity with MA | @ActOnSoftware | #ActOnSW
    • 4. 30 | @ActOnSoftware | #ActOnSW
    • 5. Calculating Sales | @ActOnSoftware | #ActOnSW
    • 6. Calculating Sales Capacity Sales Capacity = 215 Selling | @ActOnSoftware | #ActOnSW
    • 7. Sales capacity utilization is key Non-selling tasks selling 140 Days 75 Days Typical Sales Capacity Utilization is | @ActOnSoftware | #ActOnSW
    • 8. The ‘Real’ Sales Calendar 35% Selling | @ActOnSoftware | #ActOnSW
    • 9. Make every conversation count Say more of the right things To more of the right people At more of the right time 35% Selling | @ActOnSoftware | #ActOnSW
    • 10. The Rest of the Calendar 65% Non-Selling | @ActOnSoftware | #ActOnSW
    • 11. Make every activity count Do fewer wrong things Do more right things Do the right things better 65% Non-Selling | @ActOnSoftware | #ActOnSW
    • 12. How to Radically Impact Revenue 35% (2.8 hrs) Non-selling tasks selling 8 hrs per | @ActOnSoftware | #ActOnSW
    • 13. How to Radically Impact Revenue 50% (4 hrs) 35% (2.8 hrs) +15% Non-selling tasks selling 8 hrs per day Average Annual Per/Rep Revenue = $1Million $1Million X 1.15 = $1,150, | @ActOnSoftware | #ActOnSW
    • 14. When 15% = 42.8% Increase of 1.2 hrs/day 50% (4 hrs) (=42.8 % increase) 35% (2.8 hrs) +15% Non-selling tasks Selling 8 hrs per day A slight increase in efficiency results in an even greater increase in revenue $1Million X 1.428 = $1,428, | @ActOnSoftware | #ActOnSW
    • 15. 30 Seconds | @ActOnSoftware | #ActOnSW
    • 16. Increasing Productivity with MA• Uncover Opportunities• Drive Engagement• Deliver Meaningful Leads• Continue Nurturing | @ActOnSoftware | #ActOnSW
    • 17. Uncover Opportunities• Promote and engage• Online Marketing• Join the Social Media party | @ActOnSoftware | #ActOnSW
    • 18. Uncover Opportunities Key Takeaways• Understand Prospect Behavior• Automated Follow-up• Score Engagement | @ActOnSoftware | #ActOnSW
    • 19. Drive Engagement• Email Nurturing• Multiple Touches• Content is King | @ActOnSoftware | #ActOnSW
    • 20. Drive Engagement Key Takeaways• Create a marketing ecosystem• Track behaviors and metrics• Get prospect interacting | @ActOnSoftware | #ActOnSW
    • 21. Deliver Meaningful Leads• Give visibility into actions lead has taken• Identify “Hot Prospects” | @ActOnSoftware | #ActOnSW
    • 22. Deliver Meaningful LeadsKey Takeaways• Pass high-quality leads to sales• Provide lead activity history• Shorten sales-cycle & increase revenue per lead | @ActOnSoftware | #ActOnSW
    • 23. Continue Nurturing• Most “bad leads” buy in 24 months• 80% of sales occur after 5th touch | @ActOnSoftware | #ActOnSW
    • 24. Continue Nurturing Key Takeaways• Stay in touch & deliver relevant content• Nurture from their perspective• Move leads effectively through funnel | @ActOnSoftware | #ActOnSW
    • 25. Summary• Uncover Opportunities• Drive Engagement• Deliver Meaningful Leads• Continue Nurturing | @ActOnSoftware | #ActOnSW
    • 26. Q&A• Nancy Nardin • Founder & President, Smart Selling Tools • • @sellingtools• Janelle Johnson • Director, DemandGen, Act-On Software • • @janelle_johnson | @ActOnSoftware | #ActOnSW