Content types & formats by pipeline stage

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Not all content is created equally, and not every prospect needs to see the same content in the same format. Start with your sales pipeline (pre-defined lead & opportunity stages), then enumerate the content topics, formats and tools required to support both your buyers as well as your sales team!

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Content types & formats by pipeline stage

  1. 1. Stage Definition Content/Topics Tools/Formats Open/Not  Attempted New  lead,  has  not  been  attempted  or  contacted  by  sales Attempting  to  Contact Sales  has  begun  the  process  of  following  the  lead  follow-­‐up  process   to  reach  the  prospect  live Interested Prospect  has  expressed  interest  in  ABC  Company  and/or  achieving   better    results,  and  is  interested  in  learning  more;  full  qualification   criteria  intent/purchase  timeline  still  unknown Nurture Prospect  is  interested,  but  there  is  no  near-­‐term  opportunity  to  buy   (prospect  may  have  other  immediate  priorities,  or  may  just  need   more  time  to  consider  interest/intent) Unresponsive Haven't  been  able  to  get  ahold  of  prospect  after  repeated  attempts No  Further  Action Lead  is  not  a  qualified  prospect Qualified Prospect  has  a  need  &  budget,  and  is  actively  evaluating  solutions Presentation  &  Demo Demo  has  been  scheduled  or  completed;  working  through   objections  &  questions Proposal Formal  proposal  is  in  process  or  has  been  delivered  outlining  terms,   services,  fees Negotiation Prospect  has  verbally  agreed  to  do  business;  both  sides  are  working   through  final  legal/term/service/fee  details Close Agreement  has  been  signed  and  returned Closed  Lost Opportunity  has  stalled  indefinitely  or  is  dead LeadsOpportunities

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