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Top Ten Prospecting Tools
 

Top Ten Prospecting Tools

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    Top Ten Prospecting Tools Top Ten Prospecting Tools Presentation Transcript

    • Top Ten Prospecting Tools Ryan Martin, salesforce.com Michele McMahon, Procuri Sharon Jolly, Corporate Express Europe Track: Sales Executives
    • Safe Harbor Statement
      • “ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
      • The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates.
      • Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor .
      • Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all.  Customers who purchase our services should make purchase decisions based upon features that are currently available.  Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
    • Today’s Agenda
      • Top Ten Prospecting Tools –
      • Ryan Martin (Manager, Corporate Sales)
      • Procuri’s Prospecting Machine –
      • Michele McMahon (Director, On Demand Operations)
      • Corporate Express Europe’s Prospecting Machine –
      • Sharon Jolly (Project Manager)
      • Q&A
    • Ryan Martin Manager, Corporate Sales [email_address]
    • 10.) Account Intelligence – by OneSource
      • … puts the business information you need into the CRM you use every day. OneSource offers a unique breadth and depth of ready-to-use information on over 3.2 million public and private companies and seven million executives worldwide.
    • 9.) Jigsaw for AppExchange
      • … puts millions of business contacts within reach in seconds, all with complete data of Email and Direct Phone, Name, Title, Company, and Address. Jigsaw data is built and maintained by hundreds of thousands of members.
    • 8.) Account Prospecting Funnel Cold (300 Accounts) Accounts (5000 Accounts) Researching (40 Accounts) Qualifying (10 Accts) Import from OneSource Initiate first conversation Determine sales exec & current system Qualify OPPTY! Bad Fit Disqualify Developing Opp. 3-12 months?
    • 7.) Email Templates
      • Short & Sweet (2-3 sentences)
      • Simple (text only for a personalized feel)
      • Industry specific (include customer references!)
      • Mini case study (highlight 3-5 value points)
      • Quick Question (drives a response!)
      • Start at the top and get referred down
      Targeted/Consistent Messaging!
    • 6.) HTML Email Tracking Reports Prioritize to work smarter , not harder! HTML Email Status Emails Opened Yesterday: Name Sum of # Times Opened John Doe 77 Bill Smith 61 Jennifer Wornat 8 Pat Burney 4 Peter Scott 4 Tom Madden 2 Aaron Ross 1
    • 5.) Advanced Call Scripting
      • … guides reps through their interactions with customers. The interactive scripts are easy to create and customize, and provide coaching tips to help qualify leads and troubleshoot support issues.
      FREE! through the AppExchange
    • 4.) Account Profile Information
      • Capture all critical data points through-out the prospecting cycle:
        • Ensure that nothing slips through the cracks
        • Keep your reps focused where there is the greatest potential
    • 3.) OrgView – by DreamFactory
      • … allows any salesforce.com user to rapidly build, view, and drill down on highly graphical Organization Charts.
      FREE! through the AppExchange
    • 2.) Alignment & Incentives
      • Prospecting role is on the Sales Development Track (avg. tenure of 10 months)
      • Mapped regionally - 1 EBR: 5 AEs in the field
        • Strategic relationships which “farms” our future AEs
      • Compensation:
        • 50% leads generated
        • 50% resulting revenue (ensures QUALITY!)
      • Seat thresholds to maintain focus on larger deals
      • Monthly SPIFFS to keep the competitive spirit alive!
    • 1.) Team Dashboards – Track the Right Metrics! Leverage Team Dashboards to drive the right behavior , & help your “B” reps become “A” reps!
    • Michele Houde McMahon Director of On Demand Operations [email_address]
    • Procuri, Inc.
      • On Demand Supply Management Solutions
      • HQ in Atlanta, Georgia
      • Named to INC 500 Fastest Growing Companies, 2006
      • 360 customers, representing 18,000 users across 120 countries
      • Recently acquired TrueSource
      • 55 Sales, Marketing and Executive Management Enterprise Salesforce.com Users
    • Salesforce.com is the backbone of Procuri’s B2B Sales & Marketing Functions, Process & Technology Data Hygiene Org Charting Prospecting & Data Augmentation Email Marketing & Web Analytics*
    • #10 – Set Concrete Process & Define Your Goals
      • Resulted in 100% increase in converted leads from
      • inbound leads
      • Influenced 75% increase in total won deals
      Tip: Define publishable, metrics-driven goals that are attainable and tied with compensation. Goals
      • Set and Publish Concrete Goals & Define the Prospecting
      • Process for your company
      • Automate the process
      • It is a Numbers Game
      • Measure Conversion Rates and Impact to Revenue
      Tools
      • Salesforce.com Web-To-Lead & Auto Assignment
      • Dashboards and Reporting
      • Salesforce.com Activity Management
      • Lead Ranking
      Results
    • # 9 – Lead Ranking
      • Lead & Proposal Ranking
        • Get agreement on what is a “lead”, a “prospect”, a “qualified lead”
        • Utilize lead ranking to understand viability of leads
        • Don’t pursue business you can’t win
      Lead management is the process of identifying potential leads, converting them to (demand generation) and sales (opportunity management). –- Gartner, Inc. Lead Criteria Weighting   Score Is there interest?       Person of power wants to meet? (Manager or Higher) No (0) Yes (30)   Person with no power wants to meet? No (0) Yes (2)   Is there an evaluation?       Defined project with a project team? No (-5) Yes (15) Can we win?       Adequate budget for number of users? No (-10) Yes (10)   Low end competitors involved? No (5) Yes (-10)   Scope of project includes more than one module? No (0) Yes (10)   On Demand delivery model is acceptable? No (-50) Yes (5)   Competitor's products installed and happy? No (0) Yes (-10)       Total = Minimum 10 to proceed
    • #8 – Be Opportunistic & Capitalize Results
      • 70% of qualified leads generated from website
      • 99% same day follow up
      • Highest lead conversion is from following up with a web visitor that downloads collateral
      • 12% of web visitors convert to a qualified lead
      • 60% of qualified leads turn into a sales opportunity
      Goals
      • Drive inbound via web activity
      • Maximize inbound activity
      • Rapid Follow Up – Same Day!
      Tools
      • Web Analytics to understand behavior
      • Email AutoResponders (Salesforce.com)
      • Phone Call
      • Qualify, Classify and Route
    • #7 – No Cold Calling
      • Streamline prospecting by augmenting and gathering data via website, OneSource and behavior
      • We capture 15 fields of data on Procuri.com, and augment 8 fields automatically via OneSource
      Goals
      • Strategic Prospecting
      • Target Account Profiling
      Tools
      • Strong Database built via web-to-lead
      • Email marketing automation
      • Target Account Programs (OneSource)
      • Lead Segmentation
      Results
    • for Prospecting Dowload Collateral Form OneSource Augmentation Enriched Lead
      • OneSource
      • Automated
      • Single Sign On
      • Access to Reports
      • Prospecting
    • #6 – Build Your Database & Keep It Clean TIP: Data quality must be viewed as a business issue and approached in a structured manner. Data quality initiatives are multifaceted, and there is no single key to success. -- Gartner, Inc. Results
      • 100% reduction in duplicate records
      • Ongoing data hygiene to maintain data
      • 75% of leads augmented via OneSource
      • Increased accuracy understanding marketing ROI
      Goals
      • Build updated, maintained database of complete, accurate prospect and customer information, which can be used for prospecting purposes, segmentation forecasting
      Tools
      • Ringlead – data de-duplication
      • OneSource – data augmentation
      • Manpower - elbow grease
      • Dashboards – force adoption
      • Sales & Mktg – standardize and train users
    • #5 – Procuri.com – our #1 SalesPerson
      • Contact Us forms convert at nearly a 20%
      • Download collateral forms convert at 40% rate
      • Web is highest lead source
      10 Best Websites Goals
      • Maximize your 24/7, intuitive, knowledgeable sales person – your website! Utilize your website to educate your visitor, guide their experience, and “qualify” your prospects
      Tools
      • Knowledge Center that gives-to-get
      • Web-to-lead via Salesforce.com
      • Email Marketing to drive to your website
      • Web Analytics for web behavior
      • Blogs, e-newsletters, etc
      Results
    • #4 – Automate! Automate! Automate! TIP: Process Definition and automation are key to effectively executing new strategies that cut costs and increase revenue. – Gartner, Inc.
      • Automation overall contributes to streamlining overall processes
      Goals
      • Let technology streamline prospecting
      • Automate the right things
      • Get your process right first
      Tools
      • Email Marketing
      • Web-to-Lead
      • Auto-Responders
      • Web Behavior Visibility
      • Drip Cycles
      Results
    • Automate – Email Marketing Who opened the email? Once? Seven time? Who Forwarded it? Those are your hot prospects & Best Campaign
    • #3 – Visibility is Key
      • Time saver to automatically chart decision makers
      • Building salesforce.com as central repository
      • Free on AppExchange
      Goals
      • Find tools that make prospecting easier
      • Encourage data maintenance in Salesforce.com
      Tools
      • OrgView by DreamFactory
      Results
    • #2 – Metrics – if you can’t measure it, don’t do it Results
      • By measuring Google AdWord Buys we are able to achieve a level spend across regions
      • By monitoring a batch of keywords against competitors for organic rank and modifying the website, we increased clickthroughs 60% per week
      Goals
      • Understand conversion rates of prospects to leads, to qualified opportunities, to won/lost business
      • Create pipelines that fill pipelines (Target Account, Nurtures, Appointments, Sales)
      Tools
      • Salesforce.com’s Campaign Management
      • Google Adword Campaigns & Search Engine
      • Optimization
      • Integration with systems
    • #1 – Adjust, Execute, Measure. Repeat. TIP: According to MarketingSherpa data, only 28.7% of online marketers have Web analytics data at their fingertips…..marketers who frequently check their analytics reports tend to get around 25% higher conversion rates than everyone else. Understand what works, what doesn’t Continuously improve and streamline processes Pilot new programs….. The definition of insanity is doing the same thing, and expecting a different result. - Albert Einstein
    • Prospecting – What’s Next?
        • Pilots & Evaluations
          • Inside View – Pilot contact prospecting system
          • Salesforce Google AdWords (Formerly Kieden) – Evaluating AdWord Effectiveness
          • TotalContracts – Integration to Procuri’s contract management system
          • Salesforce.com’s Partner Portal – Evaluation of Salesforce.com Partner Portal
          • Networking Tools – Evaluating Leverage Technologies
          • Chat
    • Sharon Jolly Project Manager [email_address]
    • Corporate Express
      • Corporate Express Europe stats:
      • Parent company: Buhrmann Group
      • HQ in Amsterdam, Netherlands
      • 3,700 employees / 114 sales offices / 14 distribution centers
      • 13 countries and 13 partners, total coverage 26 countries
      • Turnover of € 948 million in 2005
      • No. 3 B2B office products distributor in Europe
      • 400 Salesforce.com users
      INDUSTRY: Business Services & Distribution EMPLOYEES: 16,550 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Marketing Automation, Service & Support, App exchange # USERS: 4,500
    • Corporate Express & Salesforce.com
      • Corporate Express worldwide has around 4,500 Salesforce.com users across North America, Australia and Europe
      • Corporate Express Europe has around 400 salesforce.com users in 9 countries
      Partners Next rollouts Pilot team Salesforce live CE-Opco’s Map key:
    • Key Challenges “ Focus on Mid Market is a logical step for Buhrmann, to utilize their distribution network, although the market needs a different approach” - Frans Koffrie, CEO Buhrmann
    • Key Challenges
        • Lack of systematic lead management processes
        • Requirement for targeted leads
        • Duplicate leads existing from various lead sources
        • Limited communication between Marketing & Sales on leads
        • Lack of standard tools available to qualify leads
        • Varied and inconsistent methods of follow up with prospects
        • Leads were sometimes dropped into a great “black hole”
        • Low visibility of activity and results
    • The Solution: Develop standard approach to develop mid market
      • 3. No “black hole”:
      • Targeted & Consistent messaging developed
      • Consistent follow-up with leads
      • No dropped leads
      • 4. Measure success:
      • Sales rep visits and creates opportunity in salesforce.com
      • Consistent metrics for campaign, telemarketing, sales
      • 1. Lead Generation:
      • Obtain targeted leads
      • Lead capture
      • De-duplicate leads
      • 2. Lead Qualification:
      • Telemarket & qualify leads
      • Telemarketer makes appointment for sales reps
      • Sales Rep continues lead qualification
      Solution: phased rollout of standard approach to 5 countries in 2006
      • Targeted lead generation
      • Profile our best customers
      • Obtain targeted leads
      • Lead capture & assignment
      • Capture lead information
      • Create new campaign
      • Set up lead queues
      • Ensure data quality
      • De-duplicate leads
      • Currently piloting Demand tools
      The Solution: Lead Generation Example telemarketing lead queue
      • Consistent tools
      • Customized telemarketing script
      • Adapted salesforce.com screens
      • Telemarketing
      • Qualifies lead
      • Makes appointment & converts lead
      • Sales Team
      • Sales rep updates information from telemarketer
      • Sales manager coaches
      The Solution: Lead Qualification Example custom lead screen Example new event screen
      • Consistent & targeted messaging
      • Consistent messaging for follow-up contact
      • Built into salesforce.com as templates
      • Follow-up
      • Everyone in sales team knows what, when, where & how to follow up
      • No dropped leads
      • “ Buckets” ensure capture of leads
      The Solution: No “black hole” Excerpt invalid leads report Example email template Example mail merge template
      • Customizable reporting
      • To develop daily telemarketing metrics, we used:
        • Workflow rules
        • A custom object
      The Solution: Measure Success
      • Consistent metrics
      • We built reports and dashboards in salesforce.com to track results:
          • Campaign effectiveness
          • Telemarketing
          • Sales dashboards
            • Activity
            • Funnel
            • Wins/losses
      Example custom object
    • The Solution: Measure Success B. Telemarketing dashboard elements: Examples of consistent metrics: A. Campaign effectiveness dashboard elements:
      • Addresses remaining to call
      • # Conversions
      • # Appointments
      • And more…
      • # Call hours / day
      • # Appointments / day
      • Average call time per call
      • And more…
    • The Solution: Measure Success
      • Examples of consistent metrics:
      • C. Sales dashboard at 4 levels (roles):
        • European directors
        • Country directors
        • Sales manager (excerpts below)
        • Sales rep
      • Results
      • Face to face selling time for sales reps has increased by approximately 30%
      • Dramatic increase of visibility and focus for Sales and Executive management
      • Decreased cost to serve our sales department
      • Lessons learned
      • Listen to and uncover best practices throughout the process
      • Set up regular and open communication channels
      • Be flexible enough to allow continuous improvement
      • Next steps
      • Potential use of salesforce.com app - Advanced call scripting
      • Email marketing using salesforce.com; potentially through salesforce.com partner Eloqua
      Results
    • Ryan Martin Michele McMahon Director, On Demand Operations Sharon Jolly Project Manager QUESTION & ANSWER SESSION Manager, Corporate Sales
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