This document discusses how companies can optimize their sales and marketing through technology. It begins by outlining the current sales environment, noting that customers are more informed and seek relationships. It then discusses the challenges of limited resources and siloed data. The document proposes using tools like a collaborative workspace and cloud-based CRM to improve processes like lead management and sales. It also recommends measuring results, targeted communications, focusing on valuable leads, and automating processes to better engage prospects up a "ladder of engagement." The goal is to generate more sales-ready leads at lower cost through effective use of available technologies.

1. Get Your Head in the Clouds!
Sales and Marketing Optimization through Technology
Christopher Johnson
Cofounder and CEO, ifPeople
www.ifpeople.net | cjj@ifpeople.net
October 27, 2010

2. Get Your Head in the Clouds
Source: Global Technology B2B Survey, Media Screen LLC

3. Get Your Head in the Clouds
Source: B2B Buying Patterns and Website Influencers

4. Get Your Head in the Clouds

5. About This Session
Goal: Help you increase through
more effective sales and marketing
for green products
Audience:
People in business­to­business sales
Entrepreneurs, sales and marketing,
business development

6. What We Will Cover
What do we need to know about
today's sales environment?
What does it take to be effective in
this environment?
How can we influence the volume
of sales made?

7. Partnership focused
Relationship­centric
We help green
businesses sell more
About ifPeople

8. Implications
• Sales cycle starts long
before sales staff
engaged
• More people involved
in buying process
• Internet and social
media are early
research channels
Today's Sales Environment

9. Customer 2.0
• More informed than
ever
• Seeking relationships
• Exerting more control
• Expecting companies
to engage in dialog with
them
Today's Sales Environment

10. Marketing & Sales Challenge
• Mandate: do more with
less
• Technology: crucial but
still challenging to adopt
• Insight: Data often
trapped in silos and not
used in automation
Today's Sales Environment

11. A huge opportunity...
• Most prospects not
ready to buy immediately
• Most prospects not
followed up with by sales
• 70-90% of leads are
ignored by sales
Today's Sales Environment
0.18
0.12
0.7
Lead Breakdown
%
Discard/Disqua
lified
Sales-ready
Now
Longterm
Opportunity
(with nurtur-
ing)
Source: MarketingSherpa

12. ...with achievable results!
• Generate 50% more
sales-ready leads at 33%
less cost per lead
• Raise win rates on
marketing-generated
leads (7% points higher)
• Reduce ignored leads
Today's Sales Environment
Sources: Forrester, CSO Insights, Marketo

13. How do you capture lead data?
• Capture lead:
• On paper
• In spreadsheet
• In central database

14. Lead Management &
Sales Process
What Next?

15. What type of sales process?
• Is your sales process:
• Random?
• Informal?
• Formal?
• Dynamic?
• % 2009 Sales Target:
• 74%
• 78%
• 82%
• 87%
Source: CSO Insights

16. Sales process considerations
• How does it map to the
buyer's process?
• Where is the handoff
between marketing and
sales?
• What is the common
definition of sales-ready
lead?

17. Click to edit Master subtitle style
What tools & processes
do I need for more
successful engagement?

18. Effective Engagement: Tools & Processes
1. Create collaborative work
space
2. Measure and improve
3. Target communications
4. Focus on valuable leads
5. Make the cloud work for you

19. Get everyone on the same page with
central information repository
1. Create collaborative workspace for
marketing and sales

20. Prospects
Past deals
Progress
in pipeline
Events, calls,
and emails
Staff share information in central place...

21. ...So You Get 360o
View
contact info
from event
attendees
Membership staff
Development staff
Programming staff

22. Fast ResultsLow riskLow cost Scalable

23. Cloud­Based CRM
Benefits to Cloud

Quick time­to­
value

Pay only for what
you use

No hardware cost

No software
maintenance
Popular Softwares

Salesforce.com

NetSuite

MS Dynamics

SugarCRM

Zoho

...and many more.

24. CRM Works!
Average Improvements of 3,500+ Salesforce Customers Surveyed
by Market Tools, Inc., December 2008

25. CRM Discounts for Green Biz
Steep
discounts
available to
certified B
Corporations
for CRM
75% discount on
Salesforce.com
50­100% discount on
NetSuite
Apply at www.BCorporation.net

26. 2. Measure and refine your approach
Database Dashboard
Web Analytics
What's working? What's not? What can we do about it?

27. edit content
on website
targeted emails
newsletter
3. Targeted, direct communications
campaign
management
Capabilities: Segmentation, results track and content deliveryCapabilities: Segmentation, results track and content delivery

28. Click to edit Master subtitle style
For your relationships to evolve,
you must effectively engage
your prospects.

29. To have an effective engagement,
you must communicate appropriate
content (at appropriate time)
to prospects.

30.  What are their
needs to make
decisions and do
their job?
 What are their
motivators?
 What role do they
play in the decision
making process?
Define Your Audiences

31. view
content
subscribe
to content
Product
trial
Buy
Refer
peers
Defining Process: Ladder of Engagement
High rungs: higher levels
of commitment
Low rungs: easy ways
to engage
example

32. view
content
subscribe
to content
Product
trial
Buy
Refer
peers
view
content
website, pamphlet, direct mail
newsletter, RSS, action alerts,
Twitter, Facebook
Case studies, Webinars
Client testimonials, case studies,
personalized demo
Collateral to share, incentives to refer,
recognition and thanks

33. Effective messaging
moves people up ladder
view
content
subscribe
to content
Product
trial
Buy
Refer
peers

34. If groups within your audience
vary significantly, you can
have multiple ladders.
Unqualified Leads
Advisors /
Consultants
Existing
Customers

35. Engagement begins with
people finding you online
Continues as they move to
higher levels of interest until
they're ready to act.
Some people never move up.
That is ok!
A process,
Not a destination.

36. Define Your Content
Content needs to be appropriate to where
someone is in the process
Develop needed content before launching
campaigns

37. Grass Roots
Organizers
Undecided
Voters
Requests to hold support
parties, participate in
rallies, drive others to
polls, etc.
General messaging
about policies, hope for
change, etc.
experience
content
start
something
Obama Campaign

38. Petition
Signer
Alert
Subscriber
subscribe
to content
take part
Ask to contact
politicians, write letters
to editor, forward info to
networks
Info about
membership/ services,
invitations to attend
events/ rallies

39. Search engines love new content.
For higher rankings, update
content regularly.
Update Content
events
news
stories

40. 4. Focus on valuable leads
What demographic characteristics makes a
good prospect for your company?
• C*O title
• Company size
What behaviors indicate strong interest?
• Attending a webinar
• Trial of product

41. 5. Automate processes
form submissionssubscriptions
templated responses

42. Make it easier with tools

43. Set up “drip campaigns”
Pre-MQL Recycled Reconstituted

44. Want More?
Sign up for free monthly webinar
(ifpeople.net/learn)
ifPeople Newsletter (ifpeople.net)
ifPeople blog (blog.ifpeople.net)
ifPeople Twitter (@ifpeople)

45. Thank you!
Christopher Johnson
cjj@ifpeople.net || 678-608-3408 x1
@ifpeople || @nomadslounge
www.ifpeople.net