Presentation of Koen De Witte, CEO at LeadFabric, at the October 22, 2015, Sales Productivity Master Class

1. M O D E R N W O R K P L A C E
HOW TO REDUCE
YOUR COST OF
SALES
Koen De Witte
LeadFabric

2. 2MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

3. 3MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

4. 4
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

5. 5
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

6. 6MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

7. DIGITAL NONSENSE
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

8. DIGITAL REALITY
8MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

9. 9MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

10. 10MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

11. MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
11

12. TIMING IS EVERYTHING
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director 12
20%
Followed up
30%
Qualified
20%
Don’t buy
80% Not
Followed up
70%
Disqualified
80%
Do buy

13. THE COST OF SALES
 Engagement Entry point: Engaging too early versus too late
 Market Type and Digital Readiness
 Insufficient demand marketing support
- Technology
- Process
 Intra Engagement: Interactions Mismatch
 Sales and Digital Body Language
 Sales Enablement by Marketing
 Content mismatch
13
AcquisitionConversion
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

14. 14
1.A ENGAGEMENT ENTRY POINT:
DIGITAL SUPPORT
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

15. MARKET TYPE AND DIGITAL READINESS
15
Complex
Commoditized
High Priced
Low Priced
Sales
Service
Product
Purchase
Complexity
GoToMarket
Complex and Custom
Commoditized
High Priced
Low Priced
Sales
Self
Service
Product
Purchase
Complexity
GoToMarket
Established Market New Market
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

16. MARKET TYPE AND DIGITAL READINESS
16
Complex
Commoditized
High Priced
Low Priced
Sales
Service
Product
Purchase
Complexity
GoToMarket
Complex
Commoditized
High Priced
Low Priced
Sales
Service
Product
Purchase
Complexity
GoToMarket
Design Market Custom Market
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

17. MARKET TYPE UNDER PRESSURE
17
Complex
Commoditized
High Priced
Low Priced
Sales
Service
Product
Purchase
Complexity
GoToMarket
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

18. 18
1.B ENGAGEMENT ENTRY POINT:
MARKETING SUPPORT
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

19. INSUFFICIENT SUPPORT FROM MARKETING
19
 Marketing Pipeline Contribution
 Marketing Accountability
 Tale of the performing tactic
 Owned, Earned, Paid Media Convergence
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

20. SALES PIPELINE
30% + Sourced*
70% + Influenced*
Not a Leads Only Focus
4 FOCUS AREAS
20
* Varies by organizational size and target markets
PROGRAM MIX
Multi-Channel
Web Centric
Nurturing Model
Best Practice Syndication
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
SALES ALIGNMENT
Flexible programs
Strong SLA’s
Targeted Sales stage
based
INTEGRATED PGM
Buyers Journey Based
Multi touch Programs
Data Driven
Web Driven

21. MARKETING
AUTOMATION
21MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
Implicit & Explicit DB
•Capture and easily access DBL
Inbound Marketing
•Ensure potential customer
can find you
Outbound &
Engagement
•Nurture life cycle
Revenue
Effectiveness
• Drive effective
conversion from
prospect to sale
Analytics &
Measurement
•Understand Impact and drive
process improvement and ROI

22. TECHNOLOGY WITHOUT PROCESS: SUBOPTIMAL
22MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
75 % 3.9 %
5 %
11 %
20 %
58 %
49 %
23 %

23. THE WATERFALL
 Shared View
 Common Language
 Agreed Upon Definitions
 Enables Consistency
 Benchmarked
23MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

24. STAGES
Each stages comes with
qualification process to
identify leads that need to
meet AGREED UPON
CRITERIA to the next stage
24MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

25. TO ACCEPT OR REJECT?
Acceptance is not the same as Qualification!
 Marketing deems ready for hand off based on agreed upon fit
 Procedural (disposition issues)
 Clerical (missing data)
 Definitional (does not meet target)
 Rejection or Acceptance
25MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

26. MARKETING QUALIFIED LEADS
26MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
Using tele marketing for high
level qualification especially in
non commoditized markets

27. MARKETING QUALIFIED LEADS
27MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
Lead Scoring via
Marketing Automation

28. THE TELE FUNCTION
28MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
Often demand is not
only created by the
marketing activity and
can be generated by
TM and TS functions
through focused
(small net fishing)
activity

29. SALES
29MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
Where sales may be
selling into and
expanding presence
in a select set of
target accounts, sales
is often originating its
own demand

30. WEAVING THE FABRIC
30MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
The Fabric

31. COMPLETE PICTURE
31MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
SEED
Owned Paid Earned
CREATE
Focus on Quality
ACCELERATE
Enable speed
NURTURE
Work not ready lead
MATURITY
Random Acts
Brand
Leads
Demand
Alignment
Revenue

32. TECHNOLOGY WITHOUT PROCESS: SUBOPTIMAL
32MASTERCLASS MICROSOFT- Koen De Witte - Managing Director
75 % 3.9 %
5 %
11 %
20 %
58 %
49 %
23 %

33. 33
INTRA ENGAGEMENT
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

34. DIGITAL BODY LANGUAGE
34MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

35. DIGITAL BODY LANGUAGE
35MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

36. DIGITAL BODY LANGUAGE
36MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

37. TITLE PRESENTATION - First name Last name - Position within Lead
Fabric
37

38. DIGITAL BODY LANGUAGE
38MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

39. SALES ACCELERATION PROGRAM EXAMPLES
 Recycled leads
 Reconstituted leads
 Closed Lost
 Cross and Upsell
39MASTERCLASS MICROSOFT- Koen De Witte - Managing Director

40. 40
DEMAND.MORE@LEADFABRIC.COM
MASTERCLASS MICROSOFT- Koen De Witte - Managing Director