Lessons from the Pitcher’s Mound on Sales Team Development by Paul Rafferty for @datadotcom

2,208 views

Published on

To get top performance from your Sales and Marketing Organizations, today’s companies need to deploy their resources in the correct “roles”. In “the good old days” of selling, one talented Sales Professional ran the entire Sales Cycle (Prospecting, Qualifying, Presenting, Closing). In baseball terminology, they “pitched a complete game”. In today’s Sales 2.0 world, most companies are wasteful and ineffective in this model.

The game of baseball was revolutionized by the introduction of the closer role. Today’s CEO’s and Sales VPs must look to that success and reinvent the way they attack the market.
Join Paul Rafferty, CEO and Founder of Sales Engine International, for this webinar in which he will discuss how the world of selling has changed and what steps sales and marketing execs need to take to leverage the value of new marketing automation tools to complement the right types of sales talent to reach their organization goals.

You will learn how to:
* Understand how to staff in the Sales 2.0 paradigm
* Understand the difference between a SQL (Sales Qualified Lead) and an MQL (Marketing Qualified Lead)
* Leverage the tools that tell you exactly who is most interested in you and your products
* Systematically Grow Sales

Paul Rafferty is the Founding Partner of Sales Engine International and Chief Executive Officer. Paul is a richly experienced Senior Sales Executive whose unique insights and "steady hands" are greatly valued by all Sales Engine clients. Paul provides the Executive Leadership and is responsible for Sales Engine's Sales and Administrative Teams. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations with responsibility for a sales organization exceeding 600 people. To learn more about Sales Engine International, visit www.salesengineintl.com

Published in: Business, Sports
1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total views
2,208
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
40
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Lessons from the Pitcher’s Mound on Sales Team Development by Paul Rafferty for @datadotcom

  1. 1. Lessons from the Pitcher’s Moundon Sales Team DevelopmentJanuary 26, 2012
  2. 2. Today’s presenterPaul Rafferty, CEO Sales Engine International
  3. 3. Ask your questions via Twitter Tweet: @datadotcom #jigsawcontactsOr in the Question’s box on your screen
  4. 4. About Sales Engine International
  5. 5. Agenda• Baseball 1.0 vs. Baseball 2.0• Sales 1.0• Sales 2.0• Demand Generation Stages & Process• Building a Team for the Sales 2.0 World• Case Study
  6. 6. Baseball 1.0 vs. Baseball 2.0
  7. 7. Polling QuestionCy Young holds the record for most CompleteGames pitched in Major League Baseballhistory (749).How many does the current ACTIVE leader have:a) 347b) 125c) 66d) I don’t like baseball or sports analogies!
  8. 8. Answer: 66 Roy Halladay
  9. 9. Why the Big Difference• Cy Young at 749 vs. Roy Halladay at 66 – Was Cy “Super Human” – Are we getting weaker?• Or, are we approaching things differently – Adjusting to what we learn? • Statistics? Matchups? Change Momentum? – Has the economic landscape changed? • TV Contracts? Bigger Staffs? Specialization?
  10. 10. Accelerating Change Games Games % Games Year Started Completed Completed 1904 2496 2186 87.6% 1914 3758 2067 55.0% 1924 2462 1198 48.7% 1934 2446 1061 43.4% 1944 2484 1123 45.2% 1954 2472 840 34.0% 1964 3252 797 24.5% 1974 3890 1089 28.0% 1984 4210 632 15.0% The game 1994 3200 255 8.0% has changed 2004 4854 150 3.1%
  11. 11. SO What’s the Point• Circumstances have changed• Must revisit “long held” assumptions• Build a Model for the “New Normal” “You cant do todays job with yesterdays methods and be in business tomorrow”
  12. 12. The Sales World We Grew Up In
  13. 13. The World of Selling has Changed- 85% of Cold Calls Go to Voice Mail- 80% of B2B Buyers “Find” the Sellers
  14. 14. Polling Question #2How would you describe your currentsales model?a) Sales Rep Pitches “Complete Game”b) Inside Sales  Feeds Outside Salesc) Integrated Marketing Inside Sales/Nurture  Feeds “Closer”
  15. 15. Demand Generation Stages • SEO / PPCSuspect • Events • Campaigns MQL • Fit Score >X (Marketing • Interest Score >Y Qualified Lead) • Total Lead Score >Z • Budget SQL • Authority (Sales Qualified • Need Lead) • Timeframe • Sales Stage; or Opportunity • Opportunity Scorecard • Won Win/Loss • Lost – Competitor • Lost – No-decision
  16. 16. Today’s Starting Pitcher Integrated Marketing • Prospect Database • Rich Content • Marketing Automation • Execution • Lead Scoring
  17. 17. Goals of the “Starter”
  18. 18. Today’s Middle RelieverNurture Resource:• Converts MQL’s…(Marketing Qualified Leads)• Into SQL’s (Sales Qualified Leads)• Key Success Factors: – Defined Process – Situational Fluency – Patience & Persistence
  19. 19. Timing is everything • 100x more likely to ‘connect’ with lead within 5 minutes vs. 30 minutes • 21x more likely to ‘convert’ leads contacted within 5 minutes vs. 30 minutes • 7x more likely to have “meaningful conversations” w/decision makers” in 1st hour • Only 37% of companies respond within hourCopyright © 2009 Sales Engine International. All rights reserved
  20. 20. Today’s “Closer” Sales Executive: • Rich Industry Experience • Problem Solver /Adds Value • Highly Compensated • Large Quota and Pressure • Focused on the “Now Deal” • Not “wired” to nurture
  21. 21. Demand-Gen Engagement Process Lead Suspect score >X Yes Campaign response, MQL Trigger event, etc.(Marketing Qualified Lead) Sales Contact Call Ready No record Yes SQL Opportunity (Sales Qualified Lead) record • First “Stage” of sales process; or Opportunity • First action in “Opportunity Scorecard” Win/Loss
  22. 22. Baseball 1.0 & Sales 1.0
  23. 23. Baseball 2.0 & Sales 2.0
  24. 24. Starter / Nurture Case Study • Sent eNewsletter to 18,000 recipients • Directed inside sales reps to IMMEDIATELY follow up after launch • Split their calling into groups based on lead score, click activity
  25. 25. Starting Pitcher– Metrics • No lead score Cold • No opens or clicks • Lead score = LowMQL #3 • Merely opened email(s).. But no ‘clicks’ • Lead score = MediumMQL #2 • Clicked through on 1+ outbound campaign • Lead score = HighMQL #1 • Opened & clicked on campaigns for several months and visited web
  26. 26. Conclusions 878% Better Than Cold Calling % Conversations convert to Appointment1000% 878% • Phone conversations with900% 1,216 leads800% – 495 cold leads700% – 721 scored leads600% • % Leads converted500% – Cold = 0.6%400% – MQL #3 = 0.7% 321% – MQL #2 = 1.9%300% – MQL #1 = 5.3%200% 124%100% 0% Rating 1 Rating 2 Rating 3
  27. 27. Sales Engine’s Growth in SalesOpportunities / Month
  28. 28. Sales Engine’s Growth in SalesOpportunities / Month
  29. 29. Baseball 2.0 & Sales 2.0
  30. 30. Map Offer In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.
  31. 31. Find us anytime: @datadotcomhttp://data.com/facebook
  32. 32. Questions• Thank you for attending.• We will now begin the Q&A portion of our presentation.
  33. 33. About today’s speaker

×