Sales Transformation through Account scoring

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Amongst the most difficult challenges facing marketing executives is how to effectively measure marketing contribution to revenue. Issues related to process, systems, and data further exasperate this situation. Learn how scoring models that measure and score behavior at the contact level and aggregate it to account level are the solution.

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Sales Transformation through Account scoring

  1. 1. Sales  Transforma-on     through  Account  Scoring  
  2. 2. Sales  Transforma-on     through  Account  Scoring   LinkedIn  Corpora-on   Nicolas  Draca,  Director  Demand  Gen     Saad  Hameed,  Senior  Manager  Marke7ng  Opera7ons    
  3. 3. #EE12 About  Us  
  4. 4. #EE12 About  Us  
  5. 5.     LinkedIn connects talent with opportunity at massive scale
  6. 6. The  world’s  largest  professional  network   6 187M+Members Worldwide Growing faster than two members per second 1 25 60 2 3 offices marketers
  7. 7. #EE12 What  You’re  Going  to  Learn  Today   •  The  journey     of  LinkedIn  from  Lead  Scoring  to  Account  Scoring   •  The  transforma7on     of  Sales  through  Account  Scoring  
  8. 8. #EE12 Ryan, Find out how to get the edge with our newly published industry snapshot from our partners at the Adler Group. Download Whitepaper Warm Regards, Joe Salesperson LinkedIn Recruiting Solutions joe@linkedin.com 650.123.4567 Email, InMail WebsiteDisplay Ad Marketing 1:1
  9. 9. #EE12 Eliminate 1 sales meeting per deal. “ “
  10. 10. #EE12 How marketers view scoring ?
  11. 11. #EE12
  12. 12. #EE12 How sales view scoring?
  13. 13. #EE12 How sales view marketing scoring
  14. 14. Lead Score Account Interest Score Prospect Account Super Score Account Interest Score, Size of Wallet       Customer Account Super Score Account super score, Engagement Score, NPS Insights  -­‐  Lead  Score  
  15. 15. #EE12 Lead  Score            Simplify..  
  16. 16. #EE12 +25%  in  Sales  Dev  Produc-vity  
  17. 17. #EE12 My  Digital  Ac-vity   SFDC contact report Date last scored equals LAST 7 DAYS Last  Marke-ng   Ac-vity   Account   First  Name   Last  Name   Interest  Score     Date  last  scored  (11/7/2012)   Website  (Talent)   Lexmark   Eric   Laumond   Website  (Blog)   St  Gobain   Bruno   Rampelberg   Download  (WP)   Demand  Gen   David   Lewis     Date  last  scored  (11/6/2012)   Website  (TC)   RAE   Stephanie   Negre   Email  (CTR)   AXIS   Thomas   Draca   Registra7on  (WC)   MAIA  RDTC   Eliot   Gigandet  
  18. 18. #EE12   While  some  b2b  organiza7ons  con7nue  to  struggle  with   the  complexity  of  qualifying,  managing  and  tracking   individual  leads,  others  are  moving  quickly  toward  a  new   level  of  sophis7ca7on  that  will  provide  significant   compe77ve  advantages.   “ “ Jay Gaines Group Director, SiriusDecisions
  19. 19. #EE12 B2B  Buying  -­‐  behavior  changes   •  “9  out  of  10  business  buyers  say  when  they  are   ready  to  buy,  they  will  find  you.”                  Source:  DemandGen  report     •  “If  the  order  value  is  more  than  $10k  –  70%  of   buyers  say  they  review  four  or  more  pieces  of   content  prior  to  purchase.”                Source:  Marke3ng  profs    
  20. 20. #EE12 LOW HIGH MEDIUM LOW    
  21. 21. Sales  Transforma-on  –  Account  Score   Lead Score Account Score Prospect Account Super Score Account Interest Score, Size of Wallet       Customer Account Super Score Account super score, Engagement Score, NPS
  22. 22. #EE12 The  journey  to  Account  Score   •  Experiment     •  Build  upon  founda7on  of  Lead  Scoring     •  Sta7s7cal  analysis   •  Team  effort  
  23. 23. #EE12 Account  Score  -­‐  Framework       Summarizes Interest for all Contacts in an Account High Contact Interest Low Contact InterestMedium Contact Interest Low Contact Interest Account  Interest  
  24. 24. #EE12 Account  Score  vs  Closed  Won  (%)   11%   20%   37%   No  Score   Low  Account  Score   High  Account  Score  
  25. 25. #EE12 How  is  Account  Score  transforming  sales   •  Sales  management  planning     •  Sales  rep  planning     •  Alignment  of  Reps  with  Lead  Gen     •  Campaigns    
  26. 26. Lead Score Account Score Account Super Score Prospect Account Interest Score, Size of Wallet       Account Super Score Customer Account super score, Engagement Score, NPS Sales  Transforma-on:  Roadmap  
  27. 27. #EE12 and   more   …   Build  Connec-ve  -ssue  
  28. 28. #EE12 In Sales, spending time on the right accounts and activities is everything. The insights that come out of Demand Generation team have been instrumental to scaling our sales and lead gen efforts while maintaining high rep productivity. ““ Daniel Shapero VP Talent Solutions, Linkedin Keep  it  simple  
  29. 29. #EE12 Shoot  for  the  stars  
  30. 30. #EE12 Thank  you!  

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