2. 2
Who am I?
• 30+ years of Sales and Marketing positions in enterprise
software, controls, automation and system technologies.
• Success in turning under-performing businesses into
winners – focusing on sales and marketing.
• Increased revenues and profits through coaching,
training, process and organization.
www.omnivue.net
www.esma-atlanta.org
3. 3
Today’s Challenges
External
• Buyers are hiding behind the Web, Google and Voice Mail
• Social media is replacing references
• Sarbanes-Oxley
• The economy - Future uncertainty
Internal
• Reduced T&E expenses
• Reduced training costs
• Reduced marketing costs
• Do more with less
7. 7
Sales vs. Marketing
• Tactical..…Strategic
• Short term..…Long term
• Reactive…..Proactive
• Coin-operated…..Initiative-oriented
• Opportunity.….Brand
We’re different, but that’s OK
8. 8
Signs of Disconnect
• What is a sales meeting?
• Who is on your “sales” team?
• Quota required to be “sales”
• “I need more leads”
• “Why can’t you close the great leads I gave you?”
• “I have a quota to make this month”
• “Our Brand is improving”
9. 9
What Is The Disconnect?
• Sales executives are three times as critical about the quality of
leads being generated than their marketing counterparts.
• They are twice as critical in assessing the quantity of leads.
• A major miscommunication is the lack of agreement about what
constitutes a qualified lead.
15. 15
What Is A Qualified Lead?
• Must have a common language
• It is not a lead unless accepted by sales
• Marketing has “right” to monitor progress.
• The project is budgeted
• A timeframe is identified
• They want a price
• An RFP is forthcoming
• Downloaded a white
paper
• Attended a webcast
• Visited a booth
• On a purchased list
21. 21
What Works?
• A single responsible person – CRO
• Bi-directional input and feedback
• Bi-directional handover
• Incentive Plans
– Accepted leads
– Close rate
22. 22
Lead Generation Process
Email blasts
Booth visits
(warm)
Manual
Filter
CRM Qualification
CRM
Sales
Specific
Projects
(cold)
Partner
Opportunity
Reports
Reject
Steps to
the
Order
Drip
Marketing
Marketing
Analysis
Web contact
800#
(warm)
Reject
Opportunity
Review
RejectReject Reject
Appt Setting
(warm)
23. 23
Lead Handover Process
Review
Selection
Team Review
- SE
- Manager
- Presales
- Marketing
- Product
Decision Criteria
- Market
- Revenue
- Solution
- Partners
- Legacy systems
- Competition
Solution
- Product
- Gaps
- Partners
- Interfaces
Strategy
- Vision
- To be/as is
- Phases
- Schedule
- Pricing
- Competition
- Leader/laggard
Team
- Exec. Sponsor
- Members
Steps to the Order
Qualified Lead
Sales
Executive
Go/No Go
Reject
Updates
- Review schedule
- Milestones
Prospect
Discovery
Call
Steps to the
Order
24. 24
Sales Process
Lead Positioning
Steps to the
Order
Qualification
Questionaire
Opportunity
Questionnaire
Reject Reject
Negotiation
Planner
Proposal
Survey
Proposal
Qualification
aire Survey
Close
Win Loss
Analysis
26. 26
First Steps To A Unified Team
• Get Executive commitment
• Develop an end to end process with accountability
• Develop definitions – particularly for a leads
• Create a closed loop feedback process for continuing
improvement
• Develop complimentary incentive plans with metrics
27. 27
In Conclusion…
• Baby steps
• Celebrate the small wins
• Communicate
• Common targets and incentives
Together, we’re all better!
