I Hope this presentation briefs you about sales 2.0

1. Cold Calling 2.0
- Redefining Cold Calling

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How Businesses are Using
Online Collaboration to Spark
Sales
Sales 2.0

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A new set of business practices are slowly but steadily starting to creep into the way companies
sell their wares to customers. This new trend in selling is being called “Sales 2.0” by some. It’s an
unsophisticated, yet appropriate, moniker for this phenomenon, since many of the tools and
methods that are fueling the Sales 2.0 trend have their roots in the Web 2.0 movement.
Before we focus on Sales 2.0, it is instructive to examine and to try to define Web 2.0, which we
do later in this paper. Indeed, the definitions of Web 2.0 and Sales 2.0 are problematic since both
are relatively new phenomena. They are also hard to define because they are grass roots or
bottom-up movements, and as such, have very hazy boundaries. It’s very difficult to determine
where Web 1.0 ends and where Web 2.0 begins and the same can be said for Sales 1.0 and
Sales 2.0.
One of the central pillars of this movement – if not the central pillar – is collaboration. Web 2.0 is
allowing us to work together and to share information and experiences in ways we never could
before. It is empowering us to convey our thoughts, ideas, hopes and dreams and to make them
easily accessible to others online. In doing so, it’s allowed us to tap into a collective online
wisdom that far surpasses what we could accomplish as individuals in the offline world.
Now businesses are trying to harness some of the same empowering forces of Web 2.0 and to
apply them to their sales and marketing efforts. They know from their Web 2.0 experience that
working collaboratively online will allow them to better understand and connect with their
customers and to market and sell their products and services more easily.
Introduction

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Part 1 Review

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In Part 1:
What it's like if you're “panning for gold with
a colander” (generating leads without an
effective lead management function), and
what to do about it:
- Treat salespeople as internal customers
- Build an ‘Lead Management Machine’
- Choose and commit to a first step
Review

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So you’ve nailed inbound lead
management and are making the most of
the inbound leads hitting your website...
Now how do you get MORE new large
company leads and MORE bang for your
buck by leveraging a Cold Calling 2.0
team?

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

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Survey Findings
Just as Web 2.0 is reshaping how consumers collaborate online, Sales 2.0 is transforming how
companies go about the business of selling to their customers. Our mini-survey targeted sales
and marketing professionals and executives via The Customer Collective, a Web site that caters
to sales and marketing professionals. Of the almost 100 respondents who answered our mini-
survey, 44% held a sales role within their company while 39% came from the ranks of
marketing.

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Most respondents came from smaller sized companies. Of those surveyed, 70% were from
companies of less than 500 employees, while about 60% of the total came from companies with
under 100 employees. Since Sales 2.0 is a grass-roots phenomenon, feedback from smaller
companies is important since it gives a better sense of how far this movement has spread and
where it is heading. And because smaller companies have fewer resources and generally are
less restricted by their IT departments as to what online tools they can use and what Web sites
they can access, they are more likely to be early adopters.

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An impressive 62% of respondents who use social media applications are using LinkedIn for
sales and marketing purposes while 46% are using Facebook. Other Sales 2.0 tools sited in our
survey have yet to see that rate of adoption, but usage of these types of applications will grow as
sales and marketing professionals discover their value. For perspective, 49% of our respondents
use Hoovers, a well-established first generation online sales tool. It is interesting to note that
41% of LinkedIn users find the tool useful for sales and marketing purposes, slightly more than
the 39% who value Hoovers for its sales and marketing usefulness.

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Generally, respondents felt that collaborative online tools were having an impact
on the sales and marking efforts at their company. Forty-nine percent of
respondents felt the impact was significant, while 34% said these tools were
having some positive impact on their jobs. Contrast that with only 8% of
respondents who felt that collaborative online tools were having little to no impact
on their jobs.
And while many companies are using Web 2.0 technologies both internally and
externally for sales and marketing purposes, there still appears to be plenty of room
for additional adoption, even among smaller companies. Less than 20% of companies
we surveyed use wikis for internal sales and marketing purposes while, even fewer --
just one in five -- use blogs internally for sales or marketing. Blogs are better suited to
sales and marketing for external purposes and more popular. Thirty-five percent of
respondents say they use blogs to further their sales and marketing efforts.

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Sales 2.0 still in its infancy
Sales 2.0 is in its infancy and still has a long way to go before it permeates corporate America. Of
those surveyed, 30% said they do not use any tools such as blogs, wikis, social media
applications, or even intranet Web sites for sales and marketing purposes inside the company.
And - surprisingly - 12% of our respondents don’t use any of these tools for sales and marketing
outside of the company.
Only 25% of our audience said they use external social media applications such as Facebook,
LinkedIn and Twitter as part of their sales and marketing efforts. And an even smaller number of
companies have started to integrate Sales 2.0 tools internally into their operations. Only 11% of
those surveyed said they are using applications with social elements inside of their company. And
our data almost certainly overstates the overall adoption of Web 2.0 and Sales 2.0 technologies,
because the survey was targeted at early adopters.

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A blog-driven Web site, respondents tend to be more net savvy and to have had more exposure
to these tools than the general population of sales and marketing professionals. In addition to
coming from predominantly early stage companies, most respondents work in service oriented
business, many of which have an online component to their business. And many respondents
held jobs in technology dependent industries such as information services or telecommunications
sectors, making them more likely to be exposed to and more comfortable with these new tools.
To understand how pervasive online technology is used at their companies, we asked respondents
which online tools they use for sales and marketing purposes. The results suggest a large number
of the respondent pool use sophisticated online tools to sell and market to their customers. Of
those surveyed, 63% use CRM/SFA software while 59% use Web conference software and
services. Forty-five percent use prospect or sales research services while 39% use knowledge
management tools or portals and 37% use some form of lead generation tools or services.

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The B2B leadgen problem

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Too much noise, too little time

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

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Where we are

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Where we want to be

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Who are these guys?
salesforce.com had created 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)

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Why it should NOT have worked
Unlike today, Salesforce.com had little brand
recognition in large companies.
Below-market compensation for the role.
Classic prospecting methods and cold calls didn’t
work.
No fancy tools or big budgets: they only used
salesforce.com, OneSource, Spoke/Jigsaw &
telephones.

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Why it did work

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Cold Calling

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What’s changed?

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What is world class?

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Building a world class machine

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What’s your true potential?

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What next?

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If you can only do 3 things…

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1. Smart targeting

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Separate the core functions

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3. Develop your people

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Tactics?

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Subject: Improve sales effectiveness in Q2?
Chuck,
*Are you continually challenged to project accurate revenue?
*Do you know who your best reps are and what makes them successful?
*Do you know which marketing activities your company engages in are generating closed deals?
*You know there are some big deals in the pipeline, but can you easily generate a real-time report
detailing their status?
*Do you know where your marketing dollars are best spent?
Does this sound familiar? You face the same challenges as many other companies. Salesforce.com
has proven to be successful at leading global companies such as Adobe Systems, AOL Time Warner
Communications, Putnam Lovell, Dow Jones Newswires, Berlitz Global Net, Siemens, Microstrategy
and Autodesk to name a few.
Salesforce.com is a web-based CRM service that can be rapidly rolled out and is easy to use. Sales
organizations use it to centralize and report on contacts, accounts, historical activities and to track
sales performance. Marketing can easily measure the ROI of individual projects. Salesforce.com
makes it very easy to customize reports and gain visibility into your sales organization and
individuals‘ performance to get a better handle on your business.
Could we schedule 20 minutes of time to discuss this? Or would someone else in your organization be
a more appropriate contact?

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The First Phone Call

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A conference campaign

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Next moves

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Which level are you?

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Getting to the next level

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Transformational timeline

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Example prospecting waterfall

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Invest in training

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Ingredients For Rep Success

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Some More Case Studies
Case Studies from sales2.com
Top Software Company Improves Prospecting
One of the world's top software firms worked with Sales 2.0 and one of our strategic partners to develop a
customized prospecting training. The firm needed its field sales force to be more effective at breaking into
new accounts due to a change in corporate strategy. The training produced an ROI of 3,500% for the
investment made with Sales 2.0 and the sales pipeline was improved within three months of the sales
training taking place.
Mid-size Firm Grows Customer Base Five Times
A well established IT services firm developed a new customized sales process for the company, a new
positioning statement, new marketing collateral (printed and website), an improved suspect database and
started to recruit additional sales and marketing staff with the help of Sales 2.0. Using these tools and
techniques the company realized a major corporate objective by increasing its client base fivefold.
Large Software Firm Captures New Projects
A multinational software firm shifted its selling from a product approach to a solution selling approach
working with Sales 2.0 personnel. They established solution selling teams that conducted discovery
workshops in new and current accounts. The workshops unearthed client issues that turned into project
opportunities for the firm. The firm closed several major new projects that were attributed to this effort.

57. - Redefining Cold CallingThank You
“Make money through enjoyment”