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Simple Tactics for Shortening your Sales Cycle and Improving ROI
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Simple Tactics for Shortening your Sales Cycle and Improving ROI

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Simple Tactics like Lead Tracking, Lead Qualification and sales alerts definitively shorten the sales cycles for B2B technology sales executives. Additionally nurturing early stage prospects lowers …

Simple Tactics like Lead Tracking, Lead Qualification and sales alerts definitively shorten the sales cycles for B2B technology sales executives. Additionally nurturing early stage prospects lowers the overall CPO.
This presentation was given at NetSuite's SuiteWorld user's conference.

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  • I want to start off real quick and touch on the current state of the B2B space. It seems that  things have started to pick up after the “recession” and B2B marketing budgets are expected to grow 6.7% in 2011 according to a Q4 survey by Forrester. But, with the budget increase comes more scrutiny and greater expectations for results. Marketers need to quantify their efforts and produce actual metrics that show value of these campaigns. Often, this means tracking leads from generation to sale to show a return on investment. Meaning, there’s more pressure on the sales team to speed through the long, complex B2B sales cycle to close more deals.
  • It’s a battle as old as time – Marketing And Sales seem to be frenemiesThe best solution here is to get the sales and marketing departments working together. And this can be pretty difficult given that as high as 80% of leads never have a meaningful conversation with a salesperson according to estimates by MarketingSherpa and Forrester. This explains why marketers and sales are always at odds - marketing thinks sales doesn’t followup with enough leads and sales thinks the leads are poor. With objective lead qualification, marketing can assign only the best leads to sales - resulting in a shorter sales cycle that improves overall ROI. This unified pipeline breaks down the communication barrier can be broken down and streamlines the efforts of the two departments.
  • So, what is marketing automation? And, how can it help us achieve our goal of shortening the sales cycle and improving ROI?Marketing automation is a software solution that integrates with your CRM - NetSuite - and gives you prospect insight along with prospect management. The solution you choose can be a Suite Flex Solution that seamlessly syncs. By integrating NetSuite with marketing automation, you can track the activities of all inbound leads and qualify them based on the levels of interest and intent. All leads assigned to sales will have a score and grade to indicate the quality of the lead and the lead’s location in the buying process. The salesperson can then initiate contact or educate the prospect through lead nurturing and engage at a later point in time.
  • Summary of tactics and how they can help reach key goals:Shorten the sales cycleIncrease ROI
  • Transcript

    • 1. Simple Tactics forShortening Your Sales Cycle and Improving ROI
      Presented by: Derek Grant
    • 2. The State of B2B Today
      Budgets are back… BUT…
      …marketers are being held more accountable for spending.
    • 3. Sales and Marketing at Odds
      You never follow up on leads I produce!
      That’s because your leads are no good!
      When Sales and Marketing play the blame game, no one wins.
    • 4. The Funnel Before the Funnel
      Sales + Marketing =
      • Increased ROI
      • 5. Shorter Sales Cycle
      • 6. Happier boss
    • The Sales Paradigm Is Shifting
      Would you buy from this person?
    • 7. The Sales Paradigm Is Shifting
      The Buying Paradigm has shifted
      • Buyers perform research prior to engagement
      • 8. Forrester Research – 80% of all leads passed to sales are mis-handled
      • 9. 70% of mis-handled leads buy from a competitor
    • The Sales Paradigm Is Shifting
      Marketing must change too.
      Don’t just throw prospects over the fence
    • 10. Mending the Relationship
      • Define a quality lead
      • 11. Use lead nurturing
      • 12. Make educated sales calls
      • 13. Measure results
    • Service Level Agreement
      • Marketing Commits to send over only objectively “Qualified” leads
      • 14. Sales commits to contacting all of them
      • 15. Meetings or reports show a disposition
      • 16. Everyone is singing off the same sheet of music
    • Qualified Leads
      • Define lead criteria
      • 17. Use scoring to assess interest vs. intent
      • 18. Use grading to find the right fit
      • 19. Only the leads that fit your criteria go to sales
      • 20. Leads with a good grade but a low score go on a nurturing track
    • Nurture Early Stage Prospects
      • Delivering relevant content to prospects
      • 21. Nurturing moves the recipient forward
      • 22. Push vs. Pull
      • 23. Aberdeen Group – 80% of best in class companies nurture
    • Do’s and Don’ts
      DO
      Don’t
      • “Nurture” your entire database
      • 24. Send “one size fits all” content
      • 25. Assume that Newsletters nurture
      • 26. Do it Manually
      Do
      • Use Segmentation & Personas
      • 27. Start with the End in Mind
      • 28. Be Mindful of Timing
      • 29. General to Specific
      • 30. Send the Same Content Multiple Times
    • How Nurturing Increases ROI
      • Recycling leads you’ve already paid for
      • 31. Reducing Sales Rep engagement
      Nurturing plugs the hole in your funnel.
    • 32. More Effective Sales Calls
      • Use prospect’s past activity to shape the pitch
      • 33. Strike when the time is right
      Look for clues that reveal a prospect’s needs.
    • 34. More Effective Sales Calls
      • Which marketing materials were viewed (pain points)
      • 35. Which pages were visited – features, products, benefits
      • 36. Search Terms (internal and external)
      • 37. Number of Visits
      • 38. Which emails were opened
    • More Effective Sales Calls
      Automated Sales alerts for perfect timing.
    • 39. Measure Results
      With the sales and marketing pipelines connected, marketing has more visibility into which tactics work.
    • 40. Sample Marketing Metrics
      Number of qualified leads (leads assigned to sales)
      Marketing contribution to the sales pipeline (dollar value)
    • 41. Marketing Automation ROI
      Marketing Automation
      No Marketing Automation
      1,000
      2,000
      85%
      3.9%
      850
      78
      5%
      58%
      45
      40
      11%
      49%
      5
      22
      18%
      23%
      5
      1
      Source: Sirius Decisions
    • 42. What have we learned?
      Tactics for Success
      • Qualify leads
      • 43. Use lead nurturing
      • 44. More targeted sales calls
      • 45. Unify metrics for success
    • Questions?
    • 46. No Hassle Marketing Automation
      Pardot is a user-friendly, month-to-month solution designed to simplify online marketing for B2B companies with a complex sales cycle. Pardot integrates seamlessly with your NetSuite CRM solution.
      Please feel free to contact us with any additional questions you may have.
      www.pardot.com
    • 47. Pardot
      950 East Paces Ferry Rd
      Suite 3300
      Atlanta, Georgia 30326
      Derek Grant
      VP of Sales
      derek.grant@pardot.com
      404.492.6848
      877.3B2B.ROIwww.pardot.com

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