5 Steps to Creating a Lead Gen Machine & the Predictable Rev that CEO's Love

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5 Steps to Creating a Lead Gen Machine & the Predictable Rev that CEO's Love

  1. 1. 5 Steps To Creating A Lead Gen Machine & The  Predictable Revenue That CEOs Love Twitter: @brianjcarroll @motoceo Twitter Hashtag: #b2bleadgen Sponsored By:
  2. 2. From A Salesforce.com Alum: 5 Steps To Creating A Lead Gen Machine &  The Predictable Revenue That CEOs Love 2
  3. 3. About Aaron Ross • High school coding geek (NASA) • Stanford Undergrad + GSB dropout • CEO of LeaseExchange: ‐$5 Million • Ironman Triathlon, Boulder Outdoor Survival School • Created Salesforce.com’s Inside Sales Leadgen Team (&  $100 Million In Recurring Revenue) • ‘Entrepreneur‐in‐Residence’ at Alloy Ventures ($1B) • Author, “CEOFlow: Turn Your Employees Into Mini‐CEOs” Now: I consult with companies on creating predictable  revenue & sales. 3
  4. 4. Created A $100M Inside Sales Team At Salesforce.com A“Cold Calling 2.0” process and team that helped increase recurring revenue for Salesforce.com by $100 million & grew F5000 bookings by more than 60% 4
  5. 5. And Years Of Consulting/Advising 5
  6. 6. “Build A Sales Machine” Client: WPromote Michael Stone, VP Sales, Wpromote #1 ranked Inc500 Search Marketing Firm: • “Working with Aaron Ross has been nothing short of  amazing… • His methods produced a profitable and scalable new stream  of predictable revenue.  • We saw at least 40+% new business growth.  • Deal size is still growing.  • We’re getting in the door with big brands like Overstock,  AT&T, IBM, etc. – people that would have never come to us.  • The best part is, we had a blast while doing it!” 6
  7. 7. Book Coming Fall 2010: “Predictable Revenue” Early reviewer comments: “entrepreneurial crack”, “I couldn’t put it down”, & “freaking awesome” Register for a free excerpt at: BuildASalesMachine.com/book 7
  8. 8. A Wave Of Change 8
  9. 9. What Works In Sales Has Changed 1.0 2.0 All salespeople prospect Dedicated prospecting team ABC / Always Be Closing Is there a mutual fit? Measure activities (Dials) Measure results (qualified leads) Cold calls Research, referral calls Manipulative selling Short and sweet text emails CRM hurts productivity CRM multiplies productivity Long letters & emails Authentic selling 9
  10. 10. 5 Steps To A Lead Gen Machine & Predictable Revenue… 1. Discover Your ‘Unique Genius’ 2. Distinguish Your Leads: ‘Seeds, Nets & Spears’ 3. Specialize Sales To Ensure Every Lead Gets The  Attention It Deserves 4. Build An Outbound Sales Machine (Cold Calling 2.0) 5. Become Indispensable To Your CEO 10
  11. 11. STEP 1 Discover Your Unique Genius,  “Your Purpose, Translated Into  Customer Success & Trust” 11
  12. 12. What Is Your Purpose, & How Is It Different? 12
  13. 13. Customer Trust => Extraordinary Growth 13
  14. 14. Unique Genius Attracts Results 1. What is your purpose that is bigger than  you? – If your company is on the cover of BusinessWeek for changing ____, what did you do? 2. Do you only say it or do you LIVE it? – Salesforce.com “No software” – Zappos: “Provide the best customer service  possible” – Google: “Organize the world's information and  make it universally accessible and useful” 14
  15. 15. Forget About What You “Do” • Customers care less about what you do than  the results you create – “We are the leading application platform for widget  integration on the social graph…blah blah” • My example:  – “I am a sales & management consultant” vs.  – “I help companies create predictable revenue” & “I help  leaders turn their employees into Mini‐CEOs” 15
  16. 16. Homework • When someone asks “What do you do?”, pretend  they asked “How do you help customers?” • What is your Ideal Customer Profile? • Talk to your customers & ask them: – What difference have you made to them? – Why did they do business with you?   – Why do they continue to do business with you? – Why would they refer others to you? 16
  17. 17. STEP 2 Distinguish Your Leads: “Seeds, Nets & Spears” 17
  18. 18. Distinguishing Lead Types 18
  19. 19. Distinguishing Lead Types •Lower volume •Highest value/lead •Lower volume •Harder to increase •High value per lead •Medium work to increase •Grew Salesforce.com Revenue 60%! •Higher volume •Low value per lead •Easiest to increase 19
  20. 20. Example Nets Funnel ___ Website MARKETING Visitors __% Conversion ___ Leads SALES (Registrations) DEVELOPMENT __% Converted Cost per Lead ___ Qualified $___ Leads __% Accepted ___ Qualified SALES Opportunities $___ Avg /Oppty __ Lead Qualification Reps per __ Leads per Month $___ Pipeline ___% Close __ Account Execs per $__ Pipeline per Month Sales Cycle 20 Length ____ $___ Bookings
  21. 21. Example Spears Funnel (Cold Calling 2.0) Define Ideal Target Profile Prepare Add Target Accounts Add Contacts Send __ Cold Emails / Make __ Mapping Calls Work Responses (9% Response Rate) Prospect __ Call Conversations __ Demos/Appointments Begin Sales __ New Opportunities Cycle __ Closed Deals 21
  22. 22. STEP 3 Specialize Sales Roles To Ensure  Every Lead Gets The Attention It  Deserves 22
  23. 23. Layers Of The Onion 23
  24. 24. Critical Success Factor: Specialize Four Sales Functions Organic & Frontline Customer Marketing Leads Sales Sales Success “Outbound” Qualified New “Inbound” Opportunities Customers 24
  25. 25. 3 Keys To Making Contact 1. Train salespeople to be “business people  who can sell, not sales people” – Use role‐playing 2. Keep initial emails/vmails short & relevant – Make it about giving them value, not about you – If they pick up: “Did I catch you at a bad time?” 3. Propose a specific time to talk – Wrong: “Reach out when you have time” – Right: “Are you free Thursday at 9a PST?” 25
  26. 26. 6 Step Qualification Call Agenda “Did I catch you at a bad time? 1.Introduction (SHORT) 2.Be curious 3.Current challenges?  4.Position your solution 5.Probe/confirm/qualify 6.Next step recommendation Total Time < 20 minutes 26
  27. 27. The Simplest Ways To Nurture Leads • Two SIMPLE options that require < 4 hours – An email newsletter (email out your blog posts) – Hold a monthly webinar (or teleseminar)  • Guidelines:  – Share your expertise ‐ TEACH them something  beyond your product – How can you help them do their job better? – Be interesting / authentic (don’t be boring) • More trust = more sales 27
  28. 28. STEP 4: Build An Outbound Sales Machine (Cold Calling 2.0) 28
  29. 29. 29
  30. 30. You’ve Been Doing It Backwards Cold Calling 1.0 Cold Calling 2.0 1. Cold CALL 1. Cold EMAIL (9% response rate) 2. Cold Email 2.  Warm call people who  respond (internal referrals) 30
  31. 31. Prospecting Emails: Less Is More 1. You can get a 9%+ response rate asking  for referrals 2. State simply why you are reaching out – and be honest! (In every way) 3. Make the first email SHORT & SWEET:  easy read & respond to on a blackberry 31
  32. 32. 5‐Step Outbound Process Ideal Build Run Email Sell The Pass The Customer List  Campaigns Dream Baton Profile Highest  Import  Generate  Connect  Seamlessly  Revenue  Into  Internal  Their Handoff To  Potential &  Sales/Mar Referrals Need To  Quota‐ Close Rates keting  Your Solution Carrying  Systems Salesperson 32
  33. 33. STEP 5 Become Indispensable  To Your CEO 33
  34. 34. Law Of Reciprocity • If you work to make others successful, they  will work to help you succeed • Do you know what’s important to your CEO?  – It’s not leads • All quality CEOs care about: 1.Money (Revenue, finance, metrics, investors) 2.People (Attracting, developing, turning them into  Mini‐CEOs) 34
  35. 35. CEO Sweet Spot 35
  36. 36. The CEO Is The Pebble In The Pond 36
  37. 37. What’s The Value Of… • A clear, step‐by‐step plan to create predictable  revenue? • The ability to repeatedly source sales‐ready leads  from ideal clients who aren’t calling you? • The ability to attract and develop driven sales  talent? • Peace of mind and freedom of predictable results  and self‐managing systems?
  38. 38. Contact Best address for speaking, consulting or  partnering: info@pebblestorm.com or  emily@pebblestorm.com (My personal email: aaron@pebblestorm.com)  Thank you! 38

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