1. CONVERTING LEADS TO CUSTOMERS
- where digital alone is not enough
Kingshuk Hazra | leadStrategus.

2. • Got my grey hair in B2B sales & marketing
• I worked with Naukri founder in 1998; was Gartner e-com
analyst in 2000; used to have coffee with Rodinhooder Alok
Kejriwal in 2002; sold first SAAS @ 2008
• Was a part of the SAP growth from small 30 pax office to Enterprise
• Was the first marketer for Amazon Web Services in India
• Run a Sales & marketing transformation consultancy - LeadStrategus
• Highest levels of integrity – WYSIWYG (What You See Is What You Get)
leadStrategus
@kingshukhazra
Why listen to Kingshuk?

3. The only thing you have of a prospect is
company name /a person’s name /an email id
Imagine….
What
will YOU
do?
@kingshukhazra
leadStrategus

4. ONLY 1 PRINCIPLE: There is NO brahmastra!
Use your heart, brain, & muscles
@kingshukhazra
leadStrategus

5. 1. Get on LinkedIn
2. Find Economic Buyer & 3 other influencers
3. Research Socially, get address, reverse-engineer email-id
4. Do Social Influencing
5. Customise message & reach across social, tele, snail-
mail, & f2f
6. If spark ignites, pursue; else put on nurture/recycle track
DIGITAL is necessary but NOT sufficient
leadStrategus

6. Lets revisit the building blocks
TOOLS KNOW-HOW
PEOPLE
@kingshukhazra
leadStrategus
- Process
- Structure
- Culture
- Skills

7. I love EXTREME Value For Money but don’t be cheap
Meet me,, talk to me,, don’t just ‘’spam’’ me
Do not treat me like a credit-card salesperson
Sirji sirji doesn’t work – action louder than words
Don’t reach out without checking my LinkedIn
Talk in my lingo – I’m not a Southie or Northie
Teach me, entertain me, challenge me – I will be
your buyer for life
LeadStrategus Primary Research & Anecdotes heard
Memo from an Indian buyer
@kingshukhazra

8. Get the Leads F L O W I N G
faster & thicker!
@kingshukhazra
leadStrategus

9. If you are not Slack/Atlassian# or in B2C
you will always need both the inbound
& outbound pipes
# in Western markets, for India you NEED salesfolks
@kingshukhazra

10. Recycle Disqualified Lost
Marketing
Qualified LeadKnown Opportunity WonEngagedUnknown
Sales Accepted
Lead
Customer lifecycle journey – planning
with scenarios & assets
@kingshukhazra
leadStrategus

11. 4
Outbound/eMail/
Inbound Mail/Events
Sends out survey forms
& relevant collateral
to relevant
People
Marketing
2 Information Mgmnt
All Information sought is
sent out and telecall
repeated
Content Exec /Tele-
Marketeers
4Unqialified Lead dB
Target hitlists based on
countryintelligence via
in-house DB
1
Marketing
Call up the people mailed
for knowing interest
areas
Dedicated Tele-marke
teers
3Tele
Lead Qualification
Based on specified para
meters Lead Qualified
With call/s on prospect
Qualification Manager
5
Hand over to Sales
Complete Interaction
History + Profile made
And handed over to
Sales
Marketing
6
CRM Pipeline/Lead
Continuoustracking and
weekly meeting between
sales operations&
marketing
Marketing
8 CRM Lead
Entered Into CRM Lead
Management System
Marketing
7Cold Leads/ Oppts
Based on time line tracking&
SO – Mktg this is
classified
Marketing
9
@kingshukhazra
Closed-Loop Management

12. be too broad, conversion will be a pain
be too narrow, too few deals to chase
@kingshukhazra
Shape your funnel
leadStrategus

13. Moving from lead to an opportunity is a
zig-zag brownian motion
Meet @
mixer
Not
interested in
first date
Read
Reviews
Social
Media
Referral
Confide real
problem
F2F
Accept
LinkedIn
inviteOpen snail
mail
Opportunity
Exchange
season's
greeting
Like Twitter
updates
Lead
@kingshukhazra
leadStrategus

14. Science of Enterprise Sales – from AppDyamics*
Path to 1M$
(or /10M/100M/
1B)
Sales Capacity
Model
Demand
Generation
Funnel
Sales Process
Growth
Constraints
* Read the Linkedin post by Jyoti Bansal – AppDynamics founder

15. You need to balance the 3 roles
- Create, Nourish & Destroy
@kingshukhazra
leadStrategus

16. रगड़ acche heine!(Translation - rigor is good!)
@kingshukhazra
leadStrategus

17. How you plan
your day
decides whether
you go hungry or
not!
@kingshukhazra
leadStrategus

18. “I am not afraid of an
army of lion being led by
a sheep; I am afraid of
an army of sheep led by
a lion.”
Alexander the Great__
@kingshukhazra
leadStrategus
Hire for attitude, train for skill –
but get a lion to guide them

19. DO or NO DO – There is no “try”!
@kingshukhazra

20. The salesperson with the better training, better
monitoring, & better motivation wins
ALWAYS!
leadStrategus
@kingshukhazra

21. Summary!
leadStrategus
@kingshukhazra

22. Au revoir!
Kingshuk Hazra | leadStrategus.
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