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Predictable Pipeline Midyear Review

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Strategies and tactics to help you hit your number with confidence month after month

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Predictable Pipeline Midyear Review

  1. 1. • Have a question? Ask us through the chat function • All attendees will receive a recording of the presentation within 48 hours
  2. 2. Matt Heinz Founder & President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com About the Speaker
  3. 3. Why is selling so hard today?
  4. 4. ….or how they buy? Is it how we sell….
  5. 5. Impact on the entire lifecycle
  6. 6. What has changed?
  7. 7. Five customer changes impacting your success
  8. 8. Your customers are: 1. Busier than ever
  9. 9. Your customers are: 1. Busier than ever 2. Self educated
  10. 10. When do they call you?
  11. 11. Your customers are: 1. Busier than ever 2. Self educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you
  12. 12. Are we helping or hurting?
  13. 13. Are we helping or hurting?
  14. 14. Are we helping or hurting?
  15. 15. Depressed yet?!
  16. 16. So what IS working today?
  17. 17. 4 lessons from The Challenger Sale
  18. 18. Let’s not pretend this is new…
  19. 19. 1. How you sell is more important than what you sell
  20. 20. 2. Challengers teach, tailor, & take control
  21. 21. 3. The value of your insights trumps the quality of your product
  22. 22. 4. Be memorable, not agreeable
  23. 23. Chanel integration = effectiveness
  24. 24. How do you break through?
  25. 25. The Five Foundations of Customer Commitment
  26. 26. The Five Foundations of Customer Commitment 1. Attention
  27. 27. The Five Foundations of Customer Commitment 1. Attention 2. Interest
  28. 28. The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust
  29. 29. The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction
  30. 30. 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement The Five Foundations of Customer Commitment
  31. 31. 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement The Five Foundations of Customer Commitment
  32. 32. The buyer’s journey
  33. 33. Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success The Pipeline Development Framework
  34. 34. Execute Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success The Pipeline Development Framework Plan & Understand Measure
  35. 35. Target Market Sales Cycle Team Message Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement- >closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation The Pipeline Development Framework Plan & Understand
  36. 36. Reach Enabling Technology Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking The Pipeline Development Framework Execute
  37. 37. Metrics of Success Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution The Pipeline Development Framework Measure
  38. 38. Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution The Pipeline Development Framework
  39. 39. Initial Ad-Hoc Defined Managed Optimized Target Market Lack of clearly defined target market and Ideal Customer Profile (ICP), no personas Limited/assumption-based approach to market/customer. Limited to no qualification criteria defined Ideal Customer Profile defined, personas defined and articulated Known accounts, defined and agreed to qualification criteria, defined and confirmed personas Iterative approach to target account identification, dynamic personas, qualification criteria drives targeting Sales Cycle No known or defined repeatable approach Ad hoc approach & understanding of how customer buys Understood time and decision making process, friction remains Known and articulated buying journey, enablement focus Selling process aligned with buying process, all known friction removed Team Undefined roles and responsibilities, no skills mapping/development Major functional roles defined, high churn, low performance Roles, responsibilities, and competency profiles defined and operational Responsibilities and hand-offs known and operational, team is performing Aligned team structure, career path and skill milestones Message No unified message and/or compelling value proposition Confusing and disorganized message, no consistency and company-centric Defined messaging and positioning mapped to audience, speaking to market and needs vs. feature/benefit Content editorial calendar in place, major trust validation content in production, defined industry “point of view” Versioned strategic messaging framework approach, content editorial calendar speaks to customer need/outcome Reach One-off bulk emails, direct ask outreach “Every person for themselves” with no coordination Sales playbook(s) in place but used for reference vs. execution Coordinated efforts among email, phone, online, offline channels Integrated and executed outreach “plays” across channels Enabling Technology Limited to no real technology in place. Basic email, phone, spreadsheets Individual purchase decisions drive technology, low utilization, no integrated plan Major categories purchased and in place, some coordination among teams All current tools configured and utilized to justify expenditures Technology aligned with process, approach in place to test new tools Metrics of Success Random and inconsistent measurement Individual teams and contributors track and promote their metrics Major categories tracked but bias towards actions vs. outcomes Alignment around creating opportunities and revenue contribution across all activities Full funnel measurement and accountability Pipeline Development Maturity Model
  40. 40. Focus Sales Marketing Define Target Market Support Lead Understand Sales Cycle Lead Support Build and Train Team Lead Lead Create Compelling Message Support Lead Reach Prospects Support Lead Choose Enabling Technology Lead Lead Apply Metrics of Success Lead Lead Sales + Marketing = Pipeline Development Process
  41. 41. REVIEW DESIGN DEPLOYREVIEW DESIGN A 3 Phase Approach
  42. 42. • Ideal Customer Profile defined and approved? • Target personas for all involved in buying process? • Messaging by audience? • Compelling positioning? • Content mapped to funnel stage? • Internal sales process defined? • Aligned metrics and incentives? Conduct a Pipeline Development Review
  43. 43. Review Step Details Ideal Customer Profile defined and approved? Definition includes attributes of your “best” customers – lifetime value, revenue growth, satisfaction, etc Target personas for all involved in buying process? Who can say yes? Who can say no? Who slows things down? Messaging by audience? Speak to their need and desired outcome Compelling positioning? Rats vs. Dents Content mapped to funnel stage? Not about you, about them Internal sales process defined? What happens when? Who does what? Aligned metrics and incentives? Are you closing to the right thing? The Pipeline Development Review
  44. 44. Questions?
  45. 45. Heinz CTA Slide
  46. 46. Matt Heinz President, Heinz Marketing @heinzmakreting matt@heinzmarketing.com Thank You!

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