Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Coman Fullard
Senior Digital Strategist | Continuum.ie
Do More with Less
in MD&D
I bet you’ve seen the next slide before?
“Insanity:
Doing the same thing over
and over again and
expecting different results”
Albert Einstein
Seen in 5 consecutive reorgs
Previous reorgs failed to deliver
Who is insane?
MD&DVision?
Do more
with less
How?
New management structures
Blend sales teams, territories, portfolios
Rationalise marketing
While
Expecting sales to g...
But can you do more with less?
YES!
Using
Smarketing
Smarketing with an “S”
Aligned
Sales & Marketing
Activity
Leverages
• Inbound Digital Marketing
Techniques
• Digital Marke...
Smarketing
=
FORCE MULTIPLIER
Smarketing Funnel
• Attract & nurture prospects online
• Qualify leads based on online behaviour
• Build opportunities fro...
Advantages of Smarketing
Relatively low cost to convert
Highly scalable & measurable
Improved sales efficiencies & effecti...
How can it help you do more with less?
1. Reduce your field sales preparation time
2. Improve your sales hit-rate
3. Reduc...
1. Reduce your field sales preparation time
Selling time = precious resource
Preparation = 40% sales reps time*
240 potent...
Smarketing accelerates preparation
•Gather online business intelligence
• Segment prospects on needs & observed behaviours...
2. Improve your sales hit-rate
Field sales call costs €500*
@75% hit-rate, cost-to-acquire=€625
Higher hit-rate = lower co...
Smarketing Provides Ready-Now Leads
Leads passed to field sales have been nurtured until
ready-for-conversion
Reduces reli...
3. Reduce the length of your sales cycle
Cycle may have multiple calls, e.g.
• Approach
• Use
• Price negotiation
• Instal...
Smarketing ShortensThe Sales Cycle
Needs based segmentation
matches offerings to prospects
Nurturing educates prospects
on...
Valuation Assumptions
Sales rep payback value = €300,000
Variables
•Sales Prep time = 40%
•Hit-rate = 75%
•Sales Cycle = 4...
1YearValuation
EfficiencyValue
Base X
PrepTime -1% €5007
Hit-Rate +1% €9090
Sales Cycle -1% €12,188
For 25 sales reps
effi...
Conclusions
Sales teams spending time prospecting & preparing = costly
Sales teams converting qualified leads = efficient
You can do more
with less using
SMARKETING
Coman Fullard
Senior Digital Strategist | Continuum
Follow me at
Twitter: @ComanFullard
LinkedIn: https://ie.linkedin.com/...
Do More with Less in MD&D
Do More with Less in MD&D
Upcoming SlideShare
Loading in …5
×

Do More with Less in MD&D

1,024 views

Published on

The MD&D industry is in constant flux with companies making deep changes to their sales and marketing structures on what can seem to be an ongoing basis. MD&D constantly appears to be trying to do more with less.

Is it even possible to make these kind of changes and still grow your business? The answer to the question is "Yes, with Smarketing". With a well-aligned Sales and Marketing team (or “Healthcare Smarketing Team) the digital marketing experts can attract prospects, nurture them until they become leads and develop their trust and relationship with the company until they are Marketing Qualified Leads that can be passed onto a ready and waiting sales team.

This approach reduces sales preparation time, reduces a sales teams reliance on prospecting to find leads and shortens sales cycles.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Do More with Less in MD&D

  1. 1. Coman Fullard Senior Digital Strategist | Continuum.ie Do More with Less in MD&D
  2. 2. I bet you’ve seen the next slide before?
  3. 3. “Insanity: Doing the same thing over and over again and expecting different results” Albert Einstein
  4. 4. Seen in 5 consecutive reorgs Previous reorgs failed to deliver Who is insane?
  5. 5. MD&DVision? Do more with less
  6. 6. How? New management structures Blend sales teams, territories, portfolios Rationalise marketing While Expecting sales to grow
  7. 7. But can you do more with less? YES! Using Smarketing
  8. 8. Smarketing with an “S” Aligned Sales & Marketing Activity Leverages • Inbound Digital Marketing Techniques • Digital Marketing Automation • Social Media Strategy
  9. 9. Smarketing = FORCE MULTIPLIER
  10. 10. Smarketing Funnel • Attract & nurture prospects online • Qualify leads based on online behaviour • Build opportunities from online intelligence • Close Sales in the field
  11. 11. Advantages of Smarketing Relatively low cost to convert Highly scalable & measurable Improved sales efficiencies & effectiveness
  12. 12. How can it help you do more with less? 1. Reduce your field sales preparation time 2. Improve your sales hit-rate 3. Reduce the length of your sales cycle
  13. 13. 1. Reduce your field sales preparation time Selling time = precious resource Preparation = 40% sales reps time* 240 potential selling days but just 144 days selling 1% saving = +2.4 days selling * Forrester: https://www.forrester.com/home/
  14. 14. Smarketing accelerates preparation •Gather online business intelligence • Segment prospects on needs & observed behaviours • Nurture prospects (content/email/etc.) so they become leads • Qualify leads based on their engagement •Pass intelligence to field sales when lead is ready-for- conversion
  15. 15. 2. Improve your sales hit-rate Field sales call costs €500* @75% hit-rate, cost-to-acquire=€625 Higher hit-rate = lower cost-to-acquire * Cahners and Reed Publishing companies found that the average cost of a Business- to-Business sales call in 2001 to be about $392, or approximately $550, or €480 in 2015 money: http://www.reedbusiness.com/
  16. 16. Smarketing Provides Ready-Now Leads Leads passed to field sales have been nurtured until ready-for-conversion Reduces reliance on prospecting by sales teams
  17. 17. 3. Reduce the length of your sales cycle Cycle may have multiple calls, e.g. • Approach • Use • Price negotiation • Installation Reduce cycle length & release time for selling
  18. 18. Smarketing ShortensThe Sales Cycle Needs based segmentation matches offerings to prospects Nurturing educates prospects on their problem & your solution Leads passed to sales only when ready-for-conversion
  19. 19. Valuation Assumptions Sales rep payback value = €300,000 Variables •Sales Prep time = 40% •Hit-rate = 75% •Sales Cycle = 4 calls Achieve modest 1% improvement per variable
  20. 20. 1YearValuation EfficiencyValue Base X PrepTime -1% €5007 Hit-Rate +1% €9090 Sales Cycle -1% €12,188 For 25 sales reps efficiencies value: +€304,700
  21. 21. Conclusions Sales teams spending time prospecting & preparing = costly Sales teams converting qualified leads = efficient
  22. 22. You can do more with less using SMARKETING
  23. 23. Coman Fullard Senior Digital Strategist | Continuum Follow me at Twitter: @ComanFullard LinkedIn: https://ie.linkedin.com/in/comanfullard Website: www.continuum.iein.com/in/comanfullard

×