How to capture the entire addressable market using a mix of inbound marketing leads and outbound sales development techniques.

1. Capture the
Total
Addressable
With a Data Driven
MarketMoney Engine

2. Total Addressable Market
Marketing
Generated Leads
The rest of the
Market
• What is your strategy for getting to the rest of the market?
• Does this keep you up at night?
• What are your competitors doing?
• The market is noisy, is your message getting through?
Are you getting to the TAM?

3. It’s not rocket science

4. The Money Engine
is where the magic
science happens
Leads are the
engine.
They provide
the thrust.
Or is it?

5. There are two primary sources of new business,
marketing driven leads and sales driven leads (AKA the
Money Engine). You need both.
Marketing Generated Leads
SEO, Content Marketing, Email
Total Addressable Market
Campaigns, Social Media, PR
Qualify & Score then
push into the sales Sales Cycle
process or into a nurture
campaign
The Sales Driven Money Engine
Data Driven, Hypothesize, test, optimize,
key components: Research & Connect
then Qualify
Get to the TAM

6. Not really – it just needs to
But isn’t cold calling be re-imagined and more
dead? research and qualification
focused.
Sales Driven Lead Gen

7. Acquired Lists Short emails Start a
Research
Connect
Qualify
Data.com Executive conversation
LinkedIn referrals Open ended
Looking for pain questions
Google
point Look for high
Scrub against level fit
install base Research Calls
Be persistent Pass to AE
Grade 1,2,3
Nurture
How does it work?

8. Segment Understand Understand
Market buyer buying cycle
Build Google is Think big -
Lists your friend size matters
Review list Get good at this
Measure performance
– it limits your
market
Research

9. Connect

10. Seriously – it’s business time.
You have one job – connect with these prospects.
Executive Cold
Get creative
referral Research Call
• Short Email • Call main • Try new
• Text base number things
• iPhone • Ask “who • Optimize
readable does X?” message
• Ask for • Get to know • This stage is
person who the critical
handles X. company • Be
persistent
Connect

11. Look for fit
– capture
Don’t try to data and
sell yet notes
Understand Disqualify –
their but get a
problems
reason
Pass to AE or to Nurture
Qualify

12. Think of sales hunting like an English game hunt where the
beaters drive the game before the hunters. Use a
systematic approach to drive new qualified leads to your
key closers.
Don’t hire hunters, hire closers

13. The process described here is designed to feed into a true
sales process.
This in not an end point – it is a beginning.
This process should data driven and constantly optimized.
Hire great closers who take these leads and turn them into
delighted customers.
To capture the Total Addressable Market you need both
inbound marketing leads and sale driven leads – if you
don’t build it someone else will.
Now let the Selling begin

14. • Proven SaaS sales leader • Questioner of the status quo
• Team builder, mentor and coach • Consensus builder
• Opportunity finder • Story teller
• Deal closer • Table setter
• Evidence based optimizer • Home run hitter
• Problem solver • Sales Scientist
Contact:
Erik Langner
ealangner@gmail.com
650-787-5204
www.linkedin.com/in/eriklangner
About Me