CEOFlow Introduction To Cold Calling 2.0 102007

Cold Calling 2.0 Aaron Ross PebbleStorm’s CEOFlow: “Grow revenue through enjoyment” [email_address] Part 2 of 2 And how marketing can leverage an outbound sales development team

Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Who this is intended for (Although there are principles here anyone can appreciate) Companies with direct sales (or use channel partners with direct sales models) selling a product worth more than $10,000 in value.

The B2B leadgen problem $100M Defense Contract Boeing Lobbyist $100 Sale Timex Watches Google, eBay $100,000 Order Salesforce.com, Saas… Many Buyers Few Buyers Specificity of Product (Can I easily specify what I want?) HIGH Low $1,000,000 Order Oracle Apps, SAP Gartner/Accenture Low Avg Sale Price High ?

Too much noise, too little time Print Ads Webinars Online News LinkedIn Twitter Radio Microsite Campaigns Telemarketing Wikis Cold Calls Mail Email Campaigns Blogs RSS feeds Phone TV Texting

The business issue How can your programs and company break through the noise to generate measurable results?

Where you are 97% Other 3% Cold calling Sources of new customer revenue

Where you want to be 75% Other 25%+ Cold Calling 2.0 Sources of new customer revenue

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The irony of Cold Calling 2.0 is that it should never involve making ‘cold calls’

Who are these guys? We created, from scratch, a “Cold Calling 2.0” sales development team that has sourced $100 million in recurring revenue for salesforce.com (that’s an extra $1 Billion in market capitalization)

Why it should NOT have worked ,[object Object],[object Object],[object Object],[object Object]

Why it did work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What’s changed? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1.0 2.0 Sales Dev = 90% of prospecting Is there a mutual fit? Qualified opportunities / month Research, referral calls Authenticity works “ I learned a lifetime skill” Short and sweet text emails CRM multiplies productivity

What is world class? ,[object Object],15-30%+ 8-10x+ >20% 90% Growth of customer acquisition Return on sales development reps Outbound close rates Success rate for sales development reps

Building a world class machine ,[object Object],[object Object],[object Object]

If you can only do 3 things… ,[object Object],[object Object],[object Object]

1. Smart targeting Ideal industries Ideal companies Research functional teams Find influence Business Issues Fit?

Separate the core functions www.CEOFlow.com “ Outbound” Account Management Sales Frontline Sales Organic & Marketing Leads “ Inbound” Qualified Opportunities New Customers

3. Develop your people Product-pitching “ Salesperson” Selling Product, Doing Deals Presentations Problem-solving “ Person Who Can Sell” Build Trust Through Transparency, Honesty Conversations

Tactics? ,[object Object],[object Object],[object Object]

1.0 : “More is better” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2.0 : “Less is more” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Process 1.0 : Big chunks, slow pace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Process 2.0 : Smaller chunks, faster pace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The First Phone Call ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Top prospecting mistakes (besides making cold calls) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Now, how can marketing leverage a cold calling team?

How marketing can leverage sales development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A conference campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Better list-building

Help sales leverage marketing tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Multiply sales conversations per day

One more time ,[object Object],[object Object]

Next moves ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Thank you Design: David Stychno (david@c2llc.com) Special thanks to: Erythean Marttin, Ryan Martin, Mike O’Sullivan, Elizabeth Arnsdorf Thank you!

Which level are you? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Level 1 Level 2 Level 3

Getting to the next level ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Level 1 Level 2 Level 3

Transformational timeline @ 6 Months ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@ 18-24 Months First 90 Days ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example prospecting waterfall Add Target Accounts Add Contacts __ Call Connects __ New Opportunities __ Closed Deals Prepare Prospect Begin Sales Cycle Work Responses (9% Response Rate) __ Demos/Appointments Define Ideal Target Profile Send __ Cold Emails / Make __ Mapping Calls

Invest in training Intern With Services or Lead Qualification (2-4 Weeks) Call Stale Leads (1 Week) Call Fresh Leads / Stale Opptys (1-2 Weeks) Degree of Risk Time Call Cold Executives ,[object Object],[object Object]

Ingredients For Rep Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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CEOFlow Introduction To Cold Calling 2.0 102007

CEOFlow Introduction To Cold Calling 2.0 102007

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CEOFlow Introduction To Cold Calling 2.0 102007