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by Brian Groth
Last updated on 14-May-2018
Buying Stages
Mindset of the Buyer
Who typically owns the
tasks per stage?
Sales Stage Prospecting Qualification Needs Analysis Value Prop Proposal Negotiation Closed Deploy Service
Relationship You don't know
each other exists
Stranger Contact Lead In Qualification Qualified Lead Customer Promoter or
Evangelist
Teams
The employee's task Get your brand
known and raise
awareness to your
target personas and
accounts (outbound
marketing)
Bring visitors to you
via targeted content
so they can know
you (inbound
marketing)
Move the visitor
from stranger to
named contact
Validate interest and
identify your target
persona
Qualify or Dis-
qualify the
opportunity: List
them and be specific
Discover / Develop
customer needs,
requirements and
establish
relationships with
stakeholders
Pitch a solution
(demo, whiteboard,
PPT, PoC) aligned to
the buyer's needs
Write and send a
proposal aligned
with the buyer's
needs
Discuss final
objectives and
negotiate the
contract
Sign the contract Deploy and execute
the solution
Provide support for
the solution
Exit criteria to move to
the next step
(important for
automation and
internal SLAs)
A new stranger hits
the website or
landing page
User can be
identified upon next
visit
Contact information
has been gained
Customer sponsor
has been identified
and next step is
scheduled. Or, mark
as Unresponsive or
keep nurturing
Budget and needs
have been validated
with the customer
and next step is
scheduled. Or, mark
as Unqualified
Goals have been
identified and
defined and next
step is scheduled
Customer is ready
for a proposal and
quote. Next step is
scheduled
Proposal, with clear
terms, services and
fees has been
received. Next step
is scheduled
Verbal confirmation
as both sides work
through details.
Next step is
scheduled
Contract is signed
and deployment
planned. Or, lost
deal to competitor
or status quote
(indefinitely stalled
or dead opt)
Solution is deployed
and supported
Cross-sell/up-sell
opportunities to
grow the business
within the account
Internal hand-off of the
contact after exit
criteria has been
satisfied
From advertising to
inbound marketing
Sales Development
Rep (SDR) / Pre-
Sales can now
manage the named
contact
Handed to sales as a
Marketing Qualified
Lead (MQL)
Sales Accepted Lead
(SAL) or hand back
to marketing/SDR
Sales Qualified Lead
(SQL) or hand back
to marketing
Hand off to a
Customer Service
Representative
(CSR)
Hand off to sales if
upsell/cross sell
opportunity is seen
and the services
team doesn't
manage it
Confidence that this
will result in a win
5% 10% 20% 40% 60% 80% 100% = Won
Competitive
consideration
How is the
competition driving
awareness?
Differentiate your
content
Be aware visitor is
comparing options
Is a competitor
talking to the same
sponsor?
Are competitors
going after the same
budget?
Highlight your
strengths versus
known competitors
Highlight
differentiation and
your strengths
versus the known
competitor
Who else has
received an RFP?
Address competitive
sales objections
Share competitive
insights with peers
Let your account
team know if
integration w/
competition is
needed
Let your account
team know if the
customer asks about
integrating w/ a
competitor
Advertisements Pricing Information Consultation Guide
(thought leader)
Case Studies (again) Proposal Contract Win/Loss Interviews High-touch training Knowledge articles
Sponsorships Guides & tip sheets Product introduction Product Buyer's
Guide
Demonstration Needs Checklist Estimates Response to RFP Order Form Press Release Best Practices Support Site
eBooks & thought-
leadership items
Webinars Product videos Free trial/sample Sales pitch Statement of Work Invoice Online Training
Videos Case Studies Product spec sheets Phone call scripts Demo, with script Statement of Work Community Portal
Events Whitepaper FAQs Objection Handling
Blog with
interesting info
Check-lists Phone call scripts
Mrkt. Automation &
CRM
Ad tools Editorial Calendar E-mail marketing Social Selling tools Sales Engineer for
generic demo
Sales Engineer for a
custom demo
Legal E-signature tools Guidance docs Support forums
Cross-channel
campaigns
Retargeting ads Retargeting ads Call-downs Lead Alerts Product Roadmaps Engagement
Managers
Community tools
and events
Trade Shows SEO Lead in CRM Contact in CRM Phone scripts
SEM Display Ads Social Ads Phone scripts
Website aligned to
ads / messaging
Website w/ clear call-
to-actions
Website w/ clear call-
to-actions
E-mail tracking ROI tool & points
Traffic / UU Downloads Downloads Time in this stage Time in this stage Time in this stage Time in this stage # won & lost Time to deploy # Cases
Dwell Time Sign-ups # MQL to Sales Demo:win ratio RFP response rate % average discount $ won & lost Satisfaction Retention Rate
Pageviews E-mail Opens CTA completed # MQL returned # qualified as SQL MQL win ratio Upsell
Ad CTR E-mail CTR # SAO Time in pipeline Event attendees
Awareness Downloads SAO Closed Community usage
Sentiment SQL Closed # Referrals
Page rank
Generating brand
awareness
Content creation Lead development
and nurturing
Networking skills to
validate opportunity
and identify an
owner
Understanding the
customer’s industry
to qualify an
opportunity
Understand the
customer’s business
to identify their
needs
Presentation skills to
pitch a solution that
exceeds the
customer’s needs
Ability to handle
sales objections and
final details of the
proposal
Negotiation skills to
finalize the contract
Closing deals:
Getting to YES
Finalize the
deployment plan
and execute the
solution
Customer support
SEO Content Marketing Lead Nurturing Lead Scoring Public Presenting Active Listening Consultative Selling Proposal Writing Negotiating Closing Deals Specific technical Problem Solving
Social & Display Ads Remessaging Territory
Management
Prospecting Questioning Professionalism
(with stress & the
competition)
Being Nimble &
Creative (improv)
Solution Selling
Marketing Analytics Social Selling Active Listening Qualifying Time Management Demo skills Negotiating
Last updated on 14-May-2018
Content eeded for this
stage (aligned to
specific buyer
personas)
Each item listed here
should link to that piece
of content, or repository
of those types of content
Buyer Persona Guides that details 3 to 5 different personas, maybe more when adding geographical and industry differences. Each Persona needs a unique Buying Process Map that identify buyer behavior and trigger events that signals when that persona
starts investigating and making purchase decisions. Include what drives them, pain points, unique value prop, messaging and influences. Align all marketing and sales content to the personas (ideally, the product aligns too).
Early, Mid and Late stage content aligned to Buyer Persona
distributed to specific Channels
Talking Script (for
precision
questioning)
Mutual Action Plan / Sequence of Events
Competitive Sales
Objection HandlingBusiness Value that
leads to ROI
Insights aligned to the account's industry Insights aligned to the account, or their sub-segment of the
industry
Buyer's Journey to align processes across marketing, sales and services
Contact Brian Groth with questions on LinkedIn at http://linkedin.com/in/bgroth
Using your solution
Owned by Customer Service to maintain
customer satisfaction
Delight customers to retain
them and up/cross sell
Raise Awareness and Attract your buyer to Consider your
product; messaging is aligned to your target Buyer Persona
Convert your buyer to believe in your solution;
messaging aligned to the Buyer's Needs
Researching a problem that needs to be solved A solution like yours is needed Looking for a solution to purchase
Close the deal with a solution that
meets/exceeds the Buyer's Needs
Owned by Sales (Account Execs, Sales Engineers) to turn leads into customersOwned by marketing and Sales Development Reps (SDR) to nurture strangers
into leads
Field / Sales Operations manages the overall sales processes, tools, data and analysis
Field / Sales Enablement identifieds and trains SDRs & AEs with the skills & knowledge on topics, personas, products, messaging, process, & tools
Operations,
Enablement, &
Readiness Field / Sales Readiness provides & educates SDR and AE with targeted content & strategies aligning marketing and sales efforts
Marketing Sales Development Reps (SDR) Sales Reps (Account Executives), with supporting roles as needed Customer Success/ Service
Marketing Operations manages the marketing automation
Contact Brian Groth with questions on LinkedIn at http://linkedin.com/in/bgroth
Tools, Guides, Teams
to help accomplish this
stage
Each item listed here
should specify a team to
work with or a link to a
tool or the writen guide
to view/download USP (Unique Selling
Points) for
Differentiation
Competitive Sales
Objection Handling
Competitive Sales
Objection Handling
Social mentions,
shares, comments
Time to contact
MQL
Social Media tools for Social Listening, Social Selling, Social Media Marketing, and Service. Know which piece of content and which social service makes sense for your buyers and for which stage they are in the buying journey.
After the sale, Customer Satisfaction is the primary Leading Indicator: Measure each Customer Experience and to know what efforts/ads/content drive a positive emotional connection. Overall, use CSAT, NSAT, etc.
Revenue is the primary Lagging Indicator: Measure Revenue per content, ad, opportunity, account, etc.. Marketing automation + CRM integration is needed to determine individual ROI.
Measurements (KPIs)
per content or phase
Each item listed here
should link to the report
or dashboard with that
data
Sales Engineer to
align business &
tech/solution
Sales Engineer for
technical parts of
the proposal
Marketing Automation Customer Relationship Management (CRM) system to offer a single view of a customer, from the point of marketing, sales and service. This ties into marketing automation
systems, enterprise resource planning systems, customer portals, partner portals, and more.
Skills needed by the
employee in addition to
Methodology, Tools
and Products
Each item should link to
online training or written
guidance

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Buyers journey - Sales Process - 14-may-2018 version

  • 1. by Brian Groth Last updated on 14-May-2018 Buying Stages Mindset of the Buyer Who typically owns the tasks per stage? Sales Stage Prospecting Qualification Needs Analysis Value Prop Proposal Negotiation Closed Deploy Service Relationship You don't know each other exists Stranger Contact Lead In Qualification Qualified Lead Customer Promoter or Evangelist Teams The employee's task Get your brand known and raise awareness to your target personas and accounts (outbound marketing) Bring visitors to you via targeted content so they can know you (inbound marketing) Move the visitor from stranger to named contact Validate interest and identify your target persona Qualify or Dis- qualify the opportunity: List them and be specific Discover / Develop customer needs, requirements and establish relationships with stakeholders Pitch a solution (demo, whiteboard, PPT, PoC) aligned to the buyer's needs Write and send a proposal aligned with the buyer's needs Discuss final objectives and negotiate the contract Sign the contract Deploy and execute the solution Provide support for the solution Exit criteria to move to the next step (important for automation and internal SLAs) A new stranger hits the website or landing page User can be identified upon next visit Contact information has been gained Customer sponsor has been identified and next step is scheduled. Or, mark as Unresponsive or keep nurturing Budget and needs have been validated with the customer and next step is scheduled. Or, mark as Unqualified Goals have been identified and defined and next step is scheduled Customer is ready for a proposal and quote. Next step is scheduled Proposal, with clear terms, services and fees has been received. Next step is scheduled Verbal confirmation as both sides work through details. Next step is scheduled Contract is signed and deployment planned. Or, lost deal to competitor or status quote (indefinitely stalled or dead opt) Solution is deployed and supported Cross-sell/up-sell opportunities to grow the business within the account Internal hand-off of the contact after exit criteria has been satisfied From advertising to inbound marketing Sales Development Rep (SDR) / Pre- Sales can now manage the named contact Handed to sales as a Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) or hand back to marketing/SDR Sales Qualified Lead (SQL) or hand back to marketing Hand off to a Customer Service Representative (CSR) Hand off to sales if upsell/cross sell opportunity is seen and the services team doesn't manage it Confidence that this will result in a win 5% 10% 20% 40% 60% 80% 100% = Won Competitive consideration How is the competition driving awareness? Differentiate your content Be aware visitor is comparing options Is a competitor talking to the same sponsor? Are competitors going after the same budget? Highlight your strengths versus known competitors Highlight differentiation and your strengths versus the known competitor Who else has received an RFP? Address competitive sales objections Share competitive insights with peers Let your account team know if integration w/ competition is needed Let your account team know if the customer asks about integrating w/ a competitor Advertisements Pricing Information Consultation Guide (thought leader) Case Studies (again) Proposal Contract Win/Loss Interviews High-touch training Knowledge articles Sponsorships Guides & tip sheets Product introduction Product Buyer's Guide Demonstration Needs Checklist Estimates Response to RFP Order Form Press Release Best Practices Support Site eBooks & thought- leadership items Webinars Product videos Free trial/sample Sales pitch Statement of Work Invoice Online Training Videos Case Studies Product spec sheets Phone call scripts Demo, with script Statement of Work Community Portal Events Whitepaper FAQs Objection Handling Blog with interesting info Check-lists Phone call scripts Mrkt. Automation & CRM Ad tools Editorial Calendar E-mail marketing Social Selling tools Sales Engineer for generic demo Sales Engineer for a custom demo Legal E-signature tools Guidance docs Support forums Cross-channel campaigns Retargeting ads Retargeting ads Call-downs Lead Alerts Product Roadmaps Engagement Managers Community tools and events Trade Shows SEO Lead in CRM Contact in CRM Phone scripts SEM Display Ads Social Ads Phone scripts Website aligned to ads / messaging Website w/ clear call- to-actions Website w/ clear call- to-actions E-mail tracking ROI tool & points Traffic / UU Downloads Downloads Time in this stage Time in this stage Time in this stage Time in this stage # won & lost Time to deploy # Cases Dwell Time Sign-ups # MQL to Sales Demo:win ratio RFP response rate % average discount $ won & lost Satisfaction Retention Rate Pageviews E-mail Opens CTA completed # MQL returned # qualified as SQL MQL win ratio Upsell Ad CTR E-mail CTR # SAO Time in pipeline Event attendees Awareness Downloads SAO Closed Community usage Sentiment SQL Closed # Referrals Page rank Generating brand awareness Content creation Lead development and nurturing Networking skills to validate opportunity and identify an owner Understanding the customer’s industry to qualify an opportunity Understand the customer’s business to identify their needs Presentation skills to pitch a solution that exceeds the customer’s needs Ability to handle sales objections and final details of the proposal Negotiation skills to finalize the contract Closing deals: Getting to YES Finalize the deployment plan and execute the solution Customer support SEO Content Marketing Lead Nurturing Lead Scoring Public Presenting Active Listening Consultative Selling Proposal Writing Negotiating Closing Deals Specific technical Problem Solving Social & Display Ads Remessaging Territory Management Prospecting Questioning Professionalism (with stress & the competition) Being Nimble & Creative (improv) Solution Selling Marketing Analytics Social Selling Active Listening Qualifying Time Management Demo skills Negotiating Last updated on 14-May-2018 Content eeded for this stage (aligned to specific buyer personas) Each item listed here should link to that piece of content, or repository of those types of content Buyer Persona Guides that details 3 to 5 different personas, maybe more when adding geographical and industry differences. Each Persona needs a unique Buying Process Map that identify buyer behavior and trigger events that signals when that persona starts investigating and making purchase decisions. Include what drives them, pain points, unique value prop, messaging and influences. Align all marketing and sales content to the personas (ideally, the product aligns too). Early, Mid and Late stage content aligned to Buyer Persona distributed to specific Channels Talking Script (for precision questioning) Mutual Action Plan / Sequence of Events Competitive Sales Objection HandlingBusiness Value that leads to ROI Insights aligned to the account's industry Insights aligned to the account, or their sub-segment of the industry Buyer's Journey to align processes across marketing, sales and services Contact Brian Groth with questions on LinkedIn at http://linkedin.com/in/bgroth Using your solution Owned by Customer Service to maintain customer satisfaction Delight customers to retain them and up/cross sell Raise Awareness and Attract your buyer to Consider your product; messaging is aligned to your target Buyer Persona Convert your buyer to believe in your solution; messaging aligned to the Buyer's Needs Researching a problem that needs to be solved A solution like yours is needed Looking for a solution to purchase Close the deal with a solution that meets/exceeds the Buyer's Needs Owned by Sales (Account Execs, Sales Engineers) to turn leads into customersOwned by marketing and Sales Development Reps (SDR) to nurture strangers into leads Field / Sales Operations manages the overall sales processes, tools, data and analysis Field / Sales Enablement identifieds and trains SDRs & AEs with the skills & knowledge on topics, personas, products, messaging, process, & tools Operations, Enablement, & Readiness Field / Sales Readiness provides & educates SDR and AE with targeted content & strategies aligning marketing and sales efforts Marketing Sales Development Reps (SDR) Sales Reps (Account Executives), with supporting roles as needed Customer Success/ Service Marketing Operations manages the marketing automation Contact Brian Groth with questions on LinkedIn at http://linkedin.com/in/bgroth Tools, Guides, Teams to help accomplish this stage Each item listed here should specify a team to work with or a link to a tool or the writen guide to view/download USP (Unique Selling Points) for Differentiation Competitive Sales Objection Handling Competitive Sales Objection Handling Social mentions, shares, comments Time to contact MQL Social Media tools for Social Listening, Social Selling, Social Media Marketing, and Service. Know which piece of content and which social service makes sense for your buyers and for which stage they are in the buying journey. After the sale, Customer Satisfaction is the primary Leading Indicator: Measure each Customer Experience and to know what efforts/ads/content drive a positive emotional connection. Overall, use CSAT, NSAT, etc. Revenue is the primary Lagging Indicator: Measure Revenue per content, ad, opportunity, account, etc.. Marketing automation + CRM integration is needed to determine individual ROI. Measurements (KPIs) per content or phase Each item listed here should link to the report or dashboard with that data Sales Engineer to align business & tech/solution Sales Engineer for technical parts of the proposal Marketing Automation Customer Relationship Management (CRM) system to offer a single view of a customer, from the point of marketing, sales and service. This ties into marketing automation systems, enterprise resource planning systems, customer portals, partner portals, and more. Skills needed by the employee in addition to Methodology, Tools and Products Each item should link to online training or written guidance