Eight ways to Improve sales and marketing's joint responsibility for revenue generation. Market identification, list services, segmentation, universal lead definition, all-bound approach, judicial branch, embedded nurturing, ABM special sauce.

1. The Era of
Accountability
Sales & Marketing’s
Joint Responsibility for Revenue Generation

2. Status
Quo
Kenny Maddon

3. The Era of
Accountability
Marketing Sales
Accounts for lead quality
Accounts for follow-up
activity
Accepts responsibility for leads,
taking them back to nurture
when needed
Accepts responsibility for
working all leads to the finish,
win or lose
Discloses results in a
transparent way, measuring
revenue impact of leads
Discloses results in a
transparent way, with realistic
forecasts of close probability

4. 3 Lies

5. L I E # 1
Cold Calling Is Dead
If cold calling and proactively targeting ideal profile prospects
is truly dead, then why are my clients having so much success
creating NEW opportunities and CLOSING new deals from
their personal prospecting efforts?
Mike Weinberg
New Sales. Simplified
Sales Management. Simplified.

6. L I E # 2
Buying Is Over Before
Sales Is There
It’s widely believed that 60% to 70% of the buying process is
over before prospects want to engage with a salesperson.
The premise is there’s so much information available online
that salespeople are unnecessary in early stages.
ITSMA’s data says that for high consideration technology
solutions, this is a myth.
We believe the opposite: 70% of B2B technology solution
buyers want to engage with sales reps before they identify
their short list.
In fact, buyers perceive value in interacting with sales at every
stage of the buying process.
Julie Schwartz
ITSMA

7. L I E # 3
Of Course Sales and
Marketing Are Aligned
A form completion is a lead. Hogwash! A form completion is
an expression of potential interest in what your copy
describes that the person will get in exchange for their
information. Period. The only intent a person has when
completing the form is to gain access to what you’ve
promised. Why marketers refuse to acknowledge this reality
is beyond me, but it’s also a reason that salespeople continue
to ignore leads sent to them by marketing.
Ardath Albee
Marketing Interactions

8. Key Ingredients
Market Identification, List
Services, Segmentation
All-bound Approach
Universal Lead Definition
Judicial Branch Plus, ABM Special Sauce
Embedded Nurturing

9. Market Identification,
List Services, Segmentation
Marketing Equally Sized Samples
Sample Size Lead Rate # of Leads
200 9% 18
200 7% 14
200 5% 10
200 3% 6
200 1% 2
1,000 5% 50
1,000
Companies
50 Leads
32 leads (64%)
= 40% of spend
42 leads (84%)
= 60% of spend
5% Lead Rate

10. Universal Lead Definition
Get clarity on what a
“lead” is to everyone
in your organization.

11. All-bound Approach
Multi-touch multi-
media, multi-cycle
multiplies results
Lead to Revenue Calculator
Prior Year Revenue $3,200,000
% Prior Year Revenue Retained 70%
Revenue Retained $2,240,000
Current Year Revenue Goal $5,000,000
Current Year Net New Revenue Required $2,760,000
% Expected Inbound Revenue 35%
Expected Inbound Revenue* $966,000
% Expected Nurture Revenue 11.25%
Expected Nurture Revenue* $310,500
Current Year Net New Cold/Outbound Revenue Required $1,483,500
Average Deal Size $200,00
Net Number of Deals Required to Close 7.4175
Close Rate 10%
# SQLs Required 74.175
Lead Rate (outbound) 5%
# of MQLs Required 1483.5
% of Business Sourced by Sales 35%
Net Number of MQLs Required to Hit Number 964.275
Sales still has to close deals
SiriusDecisions Demand Waterfall acronyms: MQL = Marketing Qualified Lead, SQL =
Sales Qualified Lead

12. Embedded Nurturing
Standard Lead Generation
One lead generation cycle against list of 1,000
No activity directed toward Pipeline, True Nurture and No Response prospects
Initial Lead Rate
5% Highly qualified sales leads (generated via inbound and outbound) 50 leads
TOTAL
No additional qualified leads generated by excluding nurture
programs
50 leads
Advanced Lead Generation
Multiple lead generation cycles against a list of 1,000
Includes nurturing activity directed toward Pipeline, True Nurture and No Response prospects
Initial Disposition Rate
5% Highly qualified sales leads (generated via inbound and outbound) 50 leads
5%
Pipeline dispositions-20% will become highly qualified sales leads within 4
to 6 weeks if properly nurtured
10 leads
25%
True Nurture dispositions-27% will become highly qualified sales leads
within the next 2 sales cycles if properly nurtured
68 leads
35%
No Response prospects-7.5% will become highly qualified sales leads
within the next 2 sales cycles if properly nurtured
26 leads
TOTAL 3x more qualified leads generated by adding nurture programs 154 leads

13. The Judicial Branch
• Upholds the “laws”
• Determines if lead meets agreed upon definition of
a lead by sales and marketing
• Determines if lead was justifiably rejected by sales
• Determines if lead was ignored by sales

14. A 12 Point Revenue-
Focused Marketing
Process:
1. AGREED UPON LEAD DEFINITION
2. TOTAL ADDRESSABLE MARKET
3. MARKET SEGMENTATION
4. ACTIONABLE MARKET INTELLIGENCE
5. VALUE STATEMENTS
6. DEFENDABLE DIFFERENTIATORS
7. PLAYBOOK
8. MARKETING RESOURCE ASSESSMENT &
PLAN
9. BENCHMARKING, METRICS & REPORTING
10. CADENCE MANAGEMENT
11. MULTI-CYCLE NURTURING PROCESSES
12. TECHNOLOGY STACK

15. Thank you!
Dan McDade
@dandade
dan.mcdade@ prospect-experience.com
770-262-9021
www.prospect-experience.com
https://www.prospect-experience.com/blog
Your Go-To Accountability Partner
30
YEARS EXPERIENCE
B2B
MARKETING SPECIALIST
I counted on Dan’s guidance when I was with
Microsoft, and in other capacities since
Susan Thompson
Dan’s my go-to for closing more business
Jim Norton
The PX Pilot Playbook worked for us. We test drove it
find-turned it—then rolled it out to the CreditPlus field
Greg Plunkett
The work Dan did taught us about our customer and
enabled us to target lucrative markets … resulting in a
45% compound annual growth rate for 5 straight years
Karen Hayward