Sales and Marketing Metrics with Harry Largey of Cloudmover.

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7. Sales Stage Prospect Qualify Develop Solution Proof Close Won
Objective Validate
opportunity.
Identify
sponsor.
Generate interest
and qualify
intent.
Develop
requirements.
Build
relationships.
Solution
proposed.
Solution agreed. Conduct
negotiations
and finalise
contracts.
Sign and
celebrate.
Probability 0% 10% 20% 40% 60% 80% 100%
Checkpoints Opportunity
meets sales
criteria to
proceed.
Pain admitted by
Sponsor.
Compelling event
identified.
Evaluation plan
proposed.
Evaluation
underway.
Evaluation
complete,
expectations
exceeded.
Verbal yes
received.
Draft contracts
exchanged.
Final
documents
signed.
Tasks
Completed
Before
Progressing
Perform pre call
research.
Generate
interest with
sponsor.
Access to power.
Competitive
assessment.
M-A-N
confirmed.
Exec meeting
scheduled.
Criteria set for
trial/evaluation.
Budgetary
approval.
Exec meeting
completed.
Purchasing
process defined
Internal review
complete.
Customer review
complete.
Deployment plan
agreed.
Finalise all
deliverables
and
milestones.
Hand over to
Ops.
Begin upsell.
Agree
reference
capability.

8. MARKET POSITIONING, DEFINITION AND SIZE AWARENESS INTEREST EVALUATION (MQL)
M0 M1 M2 M3
Market Research, Positioning and Messaging Campaigns in Market Engagement Marketing Leads Generated
Market research - clients, prospects, staff and influencers Campaign materials in place Correlation of uptake Qualification of marketing leads
Comms platform and key messaging Engagement process underway Learning - minor iterations Select those meeting sales profile
Sweet spot prospect profile/target audience Uptake being tracked Follow up processes Follow up with non core prospects
Target market sized Heads up to Sales for handover
Initial database build Review, learn/tweak
External value proposition agreed
First level of competition identified
Pricing agreed
Intital materials prepared
Campaign success metrics agreed
Comms Platform and Messaging Sign off People engaged List of people engaged committing time List of MQLs to hand to Sales Process
Campaign Approved /Resourced
TO GET INTO THIS STAGE
ACTIVITIES
VERIFIABLE OUTCOMES

11. Funnel
Segment
Looks like…. Number Ratio
Forecast
Cost Per
Progression
AWARENESS Landing on website 1,000 -
INTEREST Multiple clicks /
time spent
200 20%
EVALUATION Download, trial,
registration
50 25%
COMMITMENT Purchase Intent 10 20%
PURCHASE Purchase Complete 3 33%
RETENTION Minimise churn 2 66%

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24. Buying Solutions - New World Order
Start looking for solution
Research alternatives, define
requirements
Manage risks of buying
Negotiate purchase
Pilot solution
Deploy solution broadly
OnlineMarketing
Can it all be delivered via marketing – with no sales intervention?

26. Field Sales Tele Sales
Classic
Marketing
Digital
Marketing

27. Customer User Influencer
Stage 1 Stage 1 Stage 1
Stage 2 Stage 2 Stage 2
Stage 3 Stage 3 Stage 3
Stage 4 Stage 4 Stage 4
Stage 5 Stage 5 Stage 5
Stage 6 Stage 6 Stage 6

28. Mode Customer
Discovery Reads a blog
Gets a direct Mailing
Lands on website
Watches video
Sales Signs up for trial
Converts to paid
Success Renews contract
Refers a friend

29. Mode Customer
Discovery Reads a blog
Gets a direct Mailing
Lands on website
Watches video
Sales Signs up for trial
Converts to paid
Success Renews contract
Refers a friend
Resources Required
Content Marketing
Mail System
Responsive Website
Embedded Video
Provisioning System
Telesales
Telesales
Viral Enablement

31. MARKET POSITIONING, DEFINITION AND SIZE AWARENESS INTEREST EVALUATION (MQL)
M0 M1 M2 M3
Market Research, Positioning and Messaging Campaigns in Market Engagement Marketing Leads Generated
Market research - clients, prospects, staff and influencers Campaign materials in place Correlation of uptake Qualification of marketing leads
Comms platform and key messaging Engagement process underway Learning - minor iterations Select those meeting sales profile
Sweet spot prospect profile/target audience Uptake being tracked Follow up processes Follow up with non core prospects
Target market sized Heads up to Sales for handover
Initial database build Review, learn/tweak
External value proposition agreed
First level of competition identified
Pricing agreed
Intital materials prepared
Campaign success metrics agreed
Comms Platform and Messaging Sign off People engaged List of people engaged committing time List of MQLs to hand to Sales Process
Campaign Approved /Resourced
TO GET INTO THIS STAGE
ACTIVITIES
VERIFIABLE OUTCOMES

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41. Cost of
Customer
Acquisition
Sales and
Marketing
Process
Channels
Life Time Value
Funnel Metrics
Monetisation
Options