Build a Better Service-Level Agreement

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  • 1. Build a Better Service-Level Agreement #AOWEB © Copyright SiriusDecisions. All Rights Protected and Reserved.
  • 2. Chat or Q/A #AOWEB © Copyright SiriusDecisions. All Rights Protected and Reserved.
  • 3. Build a Better Service-Level AgreementJay GainesGroup Director, Demand
  • 4. Executive Summary• Key issues – Alignment between sales and marketing in the end-to-end b-to-b demand creation process is a challenge for every organization – Without proper alignment, even the best-planned and best-executed demand creation programs will underperform – Many companies have service-level agreements (SLAs) in place, but few are properly structured and fewer are adhered to• What you will walk away with – An understanding of why SLAs are required for demand creation – A checklist of elements that drive five critical SLA types – Best practices for creating and enforcing highly effective SLAs © Copyright SiriusDecisions. All Rights Protected and Reserved. 4
  • 5. The Usual B-to-B ScenarioThe well-trod path to dysfunction and despair
  • 6. The Usual B-to-B Scenario Sales wants all “leads” fast Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair © Copyright SiriusDecisions. All Rights Protected and Reserved. 6
  • 7. The Usual B-to-B Scenario SiriusPerspective: Weak alignment at the top of the waterfall results in poor performance in the middle and bottom. Inquiry Inquiry Inquiry Inquiry InquiriesNo nurture/ Inbound Inbound Outbound Outboundqualification 80% Marketing Qualification Marketing Qualification Marketing and Tele Qualification Leads Marketing Qualified Marketing and Tele Qualification Automation Qualified Leads (AQLs) Automation Qualified Leads (AQLs) Sales accepts 100% Teleprospecting Accepted Leads (TALs) Teleprospecting Accepted Leads (TALs)everything/nothing Teleprospecting Teleprospecting Teleprospecting Teleprospecting Sales AcceptanceLeads (TGLs) Sales Acceptance Qualified Leads (TQLs) Generated Leads (TGLs) Qualified Leads (TQLs) Generated Inefficient use of sales resources 3% - ?? Sales Qualification Sales Qualification Sales Generated Sales Accepted Sales Generated Sales Qualified Sales Accepted Leads Sales Qualification Sales Qualification Leads (SGLs) Leads (SGLs) Leads (SALs) Leads (SALs) Poor pipeline Sales Qualified Leads (SQLs) dynamics 10% - ?? Close SQL Close inquiries to 417 inquiries to 417 Close close 11deal close deal Won Business © Copyright SiriusDecisions. All Rights Protected and Reserved. 7
  • 8. The Best-in-Class B-to-B Scenario SiriusPerspective: Strong process and alignment at the top of the waterfall creates strong efficiencies in the middle and bottom. Inquiry Inquiry InquiriesNo nurture/qualification 9.3% Marketing and Tele Qualification Leads Marketing Qualified Marketing and Tele Qualification Sales accepts 85%everything/nothing Sales Accepted Leads Sales Acceptance Sales Acceptance Inefficient use of 62% sales resources Sales Qualification Sales Qualification Poor pipeline dynamics 29% - ?? SQL 70 inquiries to close 70 inquiries to close 11deal deal © Copyright SiriusDecisions. All Rights Protected and Reserved. 8
  • 9. SLAs DefinedFive variations on a powerful process element
  • 10. SLAs and the New Demand WaterfallSiriusPerspective: There are five key sets of SLAs that drive efficiencyand consistency in the end-to-end demand creation process. Inquiry Inquiry Five Sets of SLAs Five Sets of SLAs Inbound Outbound Inbound Outbound Marketing Qualification Marketing Qualification11 Marketing to Tele Marketing to Tele Automation Qualified Leads (AQLs) Automation Qualified Leads (AQLs) Teleprospecting Accepted Leads (TALs)22 Marketing to Sales Marketing to Sales Teleprospecting Accepted Leads (TALs) Teleprospecting Qualified Teleprospecting Qualified Teleprospecting Teleprospecting Leads (TQLs) Leads (TQLs) Generated Leads (TGLs) Generated Leads (TGLs)33 Tele to Sales Tele to Sales Sales Qualification Sales Qualification Sales Generated Sales Generated Sales Accepted Sales Accepted Leads (SGLs) Leads (SGLs) Leads (SALs) Leads (SALs)44 Tele to Marketing Tele to Marketing Sales Qualified Leads (SQLs) Sales to Tele or Sales to Tele or Close Close55 Marketing Marketing Won Business © Copyright SiriusDecisions. All Rights Protected and Reserved. 10
  • 11. SLA One: Marketing to Teleprospecting SiriusPerspective: Define an automation qualified lead (AQL) qualification threshold that maximizes tele efficiency and productivity. 11 SLA Components SLA Components Inquiry Inquiry Inbound Inbound Outbound Outbound• AQL definition – Qualification threshold and Marketing Qualification Marketing Qualification characteristics Automation Qualified Leads (AQLs) Automation Qualified Leads (AQLs)• Responsibilities/timeframes Teleprospecting Accepted Leads (TALs) Teleprospecting Accepted Leads (TALs) – Lead delivery timeframes and volume – How leads will be delivered (e.g. technology, flagging) – Timeframes for tele accept/reject, and attempt contact (4 hours) – Form, number and timeframe for tele outreach (5-7 attempts over 2 weeks) © Copyright SiriusDecisions. All Rights Protected and Reserved. 11
  • 12. SLA Two: Marketing to Sales SiriusPerspective: Sales and marketing should agree on scenarios when leads bypass teleprospecting and are sent directly to sales. 22 SLA Components SLA Components Inquiry Inquiry Inbound Inbound Outbound Outbound• Route-around rules – Named or strategic Marketing Qualification Marketing Qualification accounts Automation Qualified Leads (AQLs) Automation Qualified Leads (AQLs) – Request to speak with rep – Extraordinarily high score• How leads will be delivered Sales Qualification Sales Qualification• Timeframe for sales to Sales Accepted Sales Accepted Leads (SALs) Leads (SALs) accept/reject (1-2 days) © Copyright SiriusDecisions. All Rights Protected and Reserved. 12
  • 13. SLA Three: Teleprospecting to SalesSiriusPerspective: Leads delivered by teleprospecting to sales should befully qualified and sales ready. 33 SLA Components SLA Components• TQL/TGL definition Marketing Qualification Marketing Qualification• Responsibilities/timeframes – Timeframes and volume for MQL delivery Teleprospecting Qualified Teleprospecting Qualified Teleprospecting Teleprospecting Leads (TQLs) Leads (TQLs) Generated Leads (TGLs) Generated Leads (TGLs) – How leads will be delivered – Timeframes for sales/channel Sales Qualification Sales Qualification to act, promote or disqualify Sales Generated Sales Generated Sales Accepted Sales Accepted Leads (SGLs) Leads (SGLs) Leads (SALs) Leads (SALs) © Copyright SiriusDecisions. All Rights Protected and Reserved. 13
  • 14. SLA Four: Teleprospecting to Marketing SiriusPerspective: Leads rejected or disqualified by teleprospecting should be routed back to marketing for further qualification. 44 SLA Components SLA Components Marketing Qualification Marketing Qualification• Lead rejection reasons• Lead disqualification Automation Qualified Leads (AQLs) Automation Qualified Leads (AQLs) reasons Teleprospecting Accepted Leads (TALs) Teleprospecting Accepted Leads (TALs)• How leads will be delivered Teleprospecting Teleprospecting Teleprospecting Teleprospecting Qualified Leads (TQLs) Generated Leads (TGLs)• Marketing responsibilities Qualified Leads (TQLs) Generated Leads (TGLs) and programs• Timeframe for lead pullback (2-4 weeks) © Copyright SiriusDecisions. All Rights Protected and Reserved. 14
  • 15. SLA Five: Sales to Teleprospecting/Marketing SiriusPerspective: Leads that stagnate should return to teleprospecting; those that are rejected or disqualified should return to marketing. 55 SLA Components SLA Components Marketing Qualification Marketing Qualification• Sales to marketing Automation Qualified Leads (AQLs) Automation Qualified Leads (AQLs) – Lead rejection reasons – Lead disqualification Teleprospecting Accepted Leads (TALs) Teleprospecting Accepted Leads (TALs) reasons – How leads will be delivered Teleprospecting Teleprospecting Teleprospecting Teleprospecting Qualified Leads (TQLs) Qualified Leads (TQLs) Generated Leads (TGLs) Generated Leads (TGLs) – Marketing responsibilities and programs Sales Qualification Sales Qualification Sales Generated Sales Generated Sales Accepted Sales Accepted Leads (SGLs) Leads (SGLs) Leads (SALs) Leads (SALs)• Sales to teleprospecting – Timeframes for lead pullback Sales Qualified Leads (SQLs) – Timeframe and number of attempts (4 to 6 over 2 weeks) © Copyright SiriusDecisions. All Rights Protected and Reserved. 15
  • 16. SLA Best PracticesSiriusPerspective: Brevity and minimal complexity are requirements forSLAs that are actually followed.• Focus – Keep SLAs clear and brief (minimize nuances and exceptions)• Evolve – Adjust based on performance metrics, data and feedback• Enforce – Those bound by SLAs must be held responsible for following them – Visibility into key performance metrics for each function – Agreement between leaders on how lack of adherence will be addressed• Own – Marketing and sales operations usually own maintenance – Marketing and sales leaders sign and communicate contents © Copyright SiriusDecisions. All Rights Protected and Reserved. 16
  • 17. Build a Better SLAA proven approach from our work with b-to-b organizations
  • 18. Process Overview SiriusPerspective: Strong SLAs are best introduced in pilot form and should be defined in a collaborative workshop environment. Prepare Prepare Assemble the team Assemble the team Define components Define components Host your day Host your dayPrepare Prepare Assemble your team Assemble your team Define components Define components Host your day Host your day• •Confirm internal Confirm internal • •A cross-functional team • •Not all components are A cross-functional team Not all components are • •A full-day workshop is A full-day workshop is support support is aarequirement for is requirement for relevant for every relevant for every the ideal format for the ideal format for• •Gather relevant Gather relevant success success situation situation defining and agreeing defining and agreeing information information • •Select collaborative and • •Be sure SLA Select collaborative and Be sure SLA on SLAs on SLAs• •Select one audience Select one audience influential participants influential participants components match components match • •Use aastrong moderator Use strong moderator segment/offering segment/offering your process your process pairing pairing © Copyright SiriusDecisions. All Rights Protected and Reserved. 18
  • 19. PrepareSiriusPerspective: Preparation is the key to good decision making, butdon’t get bogged down in research.• Obtain support from executive sponsors• Define the market segment/offering pairing that will be the focus of the workshop• Analyze past wins to identify commonalities in terms of demographics, firmagraphics, vertical, sub-vertical, lead source and buyer characteristics• Review any existing SLAs between sales and marketing that support the demand creation process• Consider systems currently in place that support demand creation (e.g. marketing automation, SFA) © Copyright SiriusDecisions. All Rights Protected and Reserved. 19
  • 20. Assemble Your TeamSiriusPerspective: SLAs must be defined and agreed upon by a cross-functional team.Marketing and Sales Operations•Responsible for ensuring proper systems are in place to fulfill processes defined in SLATeleprospecting•Leader and at least one rep to define key responsibilities and timeframes for the functionField Marketing/Demand Center•To define and agree on responsibilities and timeframes marketing will be obligated to meetSales•The most senior sales executive possible, as well as at least one first-line manager and salesrep to define and agree to responsibilities and timeframes for salesChannel Management•A channel manager to represent the needs and define the obligations of partners, ifapplicable © Copyright SiriusDecisions. All Rights Protected and Reserved. 20
  • 21. Host Your DaySiriusPerspective: With the right preparation and the right team, SLAscan be created in a single day. Sample Agenda:  Nurture Frameworks and Lead Workshop Overview, Goals and Management Rules Service-Level Agreement – Exercise: Rules and Framework Timeframes Foundation Elements of  Service-Level Agreements: Next Effective Demand Creation Steps Lead Taxonomy and – Agreement on ownership of Components SLA management, – Exercise: Lead Definition: measurement, reporting and Marketing to Tele and Tele governance to Sales – Identify individual(s) responsible for writing SLA documents – Conclusion © Copyright SiriusDecisions. All Rights Protected and Reserved. 21
  • 22. SLA GovernanceMaking sure what has been built is followed
  • 23. SLA GovernanceSiriusPerspective: Lack of adherence to SLAs is often a symptom of SLAissues, rather than apathy or laziness. Assign maintenance Assign maintenance ownership ownership Conduct mandatory Conduct mandatory • •Who will monitor andAssign SLA executive Assign SLA executive Who will monitor and training, and add to training, and add to report performance? report performance? sponsors sponsors sales onboarding sales onboarding Communication/ Communication/ retraining process and retraining process and ownership ownership Define escalation Define escalation Quarterly reviews Quarterly reviews • •When SLAs change When SLAs change procedures procedures © Copyright SiriusDecisions. All Rights Protected and Reserved. 23
  • 24. Key SLA MetricsSiriusPerspective: Visibility into key SLA metrics will ensure adherence,learning and rapid improvement. Function Key Metrics All Waterfall conversion rates Marketing Lead volume/quality adherence • Accept/reject/disqualify/promote timeframes Tele • Disqualify reasons (adherence and lead quality) • Accept/reject/disqualify/promote timeframes • Disqualify reasons (adherence) Sales • Pullback rate © Copyright SiriusDecisions. All Rights Protected and Reserved. 24
  • 25. Thank You!
  • 26. Within 24 hours: You will receive an email with webinar recording, slides and Act-On Information. Learn more about Act-On:Join our weekly 30-minute live demoCustomer case study webinarsAnd more: www.actonsoftware.com © Copyright SiriusDecisions. All Rights Protected and Reserved.