The lead generation system developed by Rea Marketing to:- • Align all sales and marketing activity with exactly how buyers make buying decisions • Automate a step-by-step sales process that is transparent, measurable and produces qualified leads • Diagnose and resolve specific sales or marketing problems: whether in lead generation, conversion rates or ROI • Specify the sales and marketing tools and media required to meet your needs: whether for LinkedIn & social media, web video or content • Cut marketing costs and deliver the leads your sales team need

1. How to design aHow to design a
lead generation systemlead generation system
Sales Process EngineeringSales Process Engineering
www.salesprocess.co.uk

2. Agenda for ChangeAgenda for Change
When budgets are tight...
People & organisations are reluctant to buy...
Markets are more competitive than every before...
Sales success demands:-
1. A systematic, fully integrated sales and marketing process that
is aligned with how buyers make real-world buying decisions.
2. Then automate the process, to make best use of CRM and on-
line media and data sources, such as LinkedIn
It starts by designing an end-to end sales &
marketing process

3. What's your Problem?What's your Problem?
* Sales and marketing alignment: conflicting strategies and tactics between teams
* Understanding the buyer: do your teams reallyreally know what is required to create
and convert new market opportunity into growth & revenue?
* Sales and marketing process is opaque: problems arise -
- what’s happening at each stage? What’s going wrong and how do you fix it?
* Metrics: how to measure and evaluate performance at each key stage in your sales
& marketing process
- where are the metrics you need?
* Scalability: forecasting return on investment and time-scales
- how and where to invest to scale up the business?
– … & lack of quality sales leads

4. Sales Process Engineering:Sales Process Engineering:
The Lead Generation SystemThe Lead Generation System
MarketMarket
PlanningPlanning
Target
niche market(s)
•
Identify customer
problem(s)
•
Differentiate our
solution(s)
•
Define & prep
Channels
AccountAccount
PlanningPlanning
Build segmented
database
•
Map
‘Buyer Process’
USPs, objections,
tipping point
•
Prep Sales Team:
Forms
•
Differentiated Offer
GenerateGenerate
AwarenessAwareness
Marcomms to
‘worry’
candidates
•
Raise
awareness of
solution value
•
Develop
comms media
& collateral
•
Engage Introducers
GenerateGenerate
LeadsLeads
Trigger candidate
response
•
Define 3 pre-qualifying
questions
•
Engagement
issues & plan
•
Assign leads
to Sales: Forms
•
Lead Status
Report
Sales 1:Sales 1:
QualifyQualify
& Influence& Influence
Contact lead,
qualify,
assess needs
•
Develop sales
collateral
•
Prep supporting
reference data
•
SPE & SPIN
questions: Forms
Sales 2:Sales 2:
TheThe
SolutionSolution
Develop
& propose
solution
•
Decision makers,
criteria,
SWOT
•
Address the problem –
solution gap
•
Trials,
guarantees,
small-steps: Forms
CRMCRM
RetentionRetention
Manage customers
for growth
•
Tiered account
handling,
by value
•
Referrals,
case studies
•
Schedule reviews
•
User Group
Meeting

5. Sales Process Engineering: OverviewSales Process Engineering: Overview
• The Goal: the lead generation system offers systematic optimisation of
Resturn on Investment (ROI) from your sales & marketing process
• Benefits: alignment, transparency, metrics & scalability in a defined process
• It's logical: a process enabling you and your teams to understand, model and
match how ‘buyers buy’
• Modules: SPE planning; Buyer Behaviour research, SPE training and CRM
integration, LinkedIn lead generation
• Compatible with all CRM software. SPE maps to legacy and new systems
• Sales Process Engineering gives entrepreneurs and Directors maximum
oversight & control of the process of sales lead generation

6. Sales Process Engineering: Key benefitsSales Process Engineering: Key benefits
• Fully aligns sales and marketing activities based on a new model of buyer
behaviour and understanding of how to influence it
• Provides you with a transparent, measurable sales and marketing process
• Diagnose and resolve specific sales or marketing problems: whether in
branding, lead generation, conversion rates or ROI issues
• Evaluate and measure precisely the sales and marketing tools and media
required to meet your customers’ needs for communication and service
• Accelerate definition of customer’s problem and solution delivery, to
reduce operational costs and improve productivity for you and the
customer alike.
• New leads, more business, at a lower cost

7. The Buyers’ ProcessThe Buyers’ Process
How does the
problem arise?
•
With whom?
Buyer is worriedBuyer is worried
butbut unawareunaware
AcknowledgesAcknowledges
problemproblem
Who is
affected,
how, when?
•
How does the
problem
develop?
Tipping Point:Tipping Point:
Recognises need, actsRecognises need, acts
What happens, to
whom and when, that
triggers
customer to act?
•
Why delay acting –
what are the
problems in
taking action?
RFI, RFP,RFI, RFP,
ContractContract
How/ who
will they
assess the
vendors?
•
What are the
selection
criteria, how
weighted?
New needsNew needs
What new
needs can
we satisfy?
•
Which
prospects can
they introduce?

8. Process alignmentProcess alignment

9. Essential Desktop MetricsEssential Desktop Metrics
Programme ROI
(Return on
Investment)
Competitor
Market share
Target
customer
segments
Leads by
source
Lead by
status: ratios
Top sales rep Leads by media FormsTop 10 deals

10. Sales Process Engineering:Sales Process Engineering:
The 3 Step FormulaThe 3 Step Formula
1. Review:-
• Identify key current issues in your sales & marketing process
• Assess application of sales process engineered system
• Agree required actions
2. Diagnosis:-
• Evaluate your current sales and marketing challenges and performance
• Target ROI, alignment, transparency, metrics and scalability
• Agree opportunities, required actions (Pareto) and investment
3. Solutions:-
• Map the sales & marketing process to meet your objectives
• Specify and address key stages in the process to meet challenges
• Research Buyers: what they want – why, how, when & where
• Review results, benefits, reporting and next actions

11. Next Step: Business Process ReviewNext Step: Business Process Review
Actions:-
• Identify key current issues for the business in your sales & marketing
process
• Review current plans & opportunites: assess benefits and KPIs
Outcomes:-
• Agree and prioritise your key current issues and the actions required in
your sales & marketing process
• Document the timetable, costings and deliverables

12. Sales Process EngineeringSales Process Engineering
Thank you!
Further information:
www.salesprocess.co.uk
The lead generation system from www.ReaMarketing.co.uk