This document outlines an agenda and presentation for a full-funnel marketing workshop. The presentation will cover an overview of full-funnel marketing, introduce various tools like persona matrices and sales process maps, and provide instructions for participants to develop 1-2 of the tools. Participants will then present their draft tools, get feedback, and discuss next steps. The presentation emphasizes quantifying goals, understanding customers, mapping the sales process, having revenue responsibility, and measuring results.
The Challenger Sale Model is a transformation imperative for every organization and needs to be embedded in the sales force . The book explains how to deliver a differentiates selling experience that delivers higher level of partner loyalty and growth . This is a summary of my key takeaways and by no means does justice to all the tools and techniques to reframe customer conversations to make them impactful and memorable
Six Reasons You May Be Losing Sales, from The Challenger Sale LeadScorz
The authors of "The Challenger Sale" highlight different types of biases to keep in mind as a way to self-examine when at a crossroad in the sales process, as you attempt to close a deal. They acknowledge biases are not inherently "bad", but are filters to help process information and make decisions quicker. The point is to step back, consider six biases that may be holding back closing the sale, and see if assumptive responses you are having are potentially detrimental to your sales success.
The Challenger ™ Sale – How to take control of the sales processDennis Stoutjesdijk
The Challenger ™ Sale – How to take control of the sales process - CEB
The classic relationship building approach to solution selling has become obsolete. To be successful today, sales reps need to provide valuable new insights to their customers and they must challenge them with new perspectives. CEB’s Challenger Sale approach shows you how to open up new opportunities, create organisational capability and successfully take control of the sales process with the right stakeholders.
The Challenger Sale Model is a transformation imperative for every organization and needs to be embedded in the sales force . The book explains how to deliver a differentiates selling experience that delivers higher level of partner loyalty and growth . This is a summary of my key takeaways and by no means does justice to all the tools and techniques to reframe customer conversations to make them impactful and memorable
Six Reasons You May Be Losing Sales, from The Challenger Sale LeadScorz
The authors of "The Challenger Sale" highlight different types of biases to keep in mind as a way to self-examine when at a crossroad in the sales process, as you attempt to close a deal. They acknowledge biases are not inherently "bad", but are filters to help process information and make decisions quicker. The point is to step back, consider six biases that may be holding back closing the sale, and see if assumptive responses you are having are potentially detrimental to your sales success.
The Challenger ™ Sale – How to take control of the sales processDennis Stoutjesdijk
The Challenger ™ Sale – How to take control of the sales process - CEB
The classic relationship building approach to solution selling has become obsolete. To be successful today, sales reps need to provide valuable new insights to their customers and they must challenge them with new perspectives. CEB’s Challenger Sale approach shows you how to open up new opportunities, create organisational capability and successfully take control of the sales process with the right stakeholders.
The Challenger Sale: Commercial Teaching and Your Sales PresentationModicum
Stop Selling, Start Teaching
The Challenger Sale, a groundbreaking book from the Corporate Executive Board, blew our ideas about sales strategy wide open. After extensive research across a whole range of industries, CEB discovered that successful salespeople challenge their customers by not simply responding to their needs but actually redefining them. A good challenger provides insight, helps a customer avoid pitfalls, and offers products and services that the client doesn’t even know exist. This technique is called “Commercial Teaching,” and any teacher will tell you, it’s all about your presentation.
At Propoint, we’ve been in the business of building engaging presentations and other marketing and sales collateral for over a decade. We believe that companies can achieve better results with well-constructed and well-designed presentations. Applying the lessons of The Challenger Sale and Commercial Teaching to your presentation can add additional levels of insight and persuasiveness and is another step toward more memorable presentations.
True commercial insight is hard to create. It requires an intensive study of your ideal customer. Once it is created, salespeople must learn how to sell differently (consultatively) and sales managers have a role to play in changing behavior.
This presentation uses ideas from "The Challenger Customer" to illustrate why true commercial insight is so important. It discusses a way to capture commercial insight and convert that into a visual story or whiteboard to enable salespeople to challenge status-quo thinking and create new opportunities through story and conversation - not presentation.
How the Challenger Sale philosophy applies to CSMGainsight
Our Director of Client Strategy and Director of Customer Success Sales examine how the 'Challenger Sale' philosophy can also be appllied across your Customer Success and Renewals & Expansion teams
Inside Sales Virtual Summit - Access all of the live sessions here: http://www.insidesales.com/summit/register-2
Matt Dixon - Author of the Challenger Sales & Executive Director, Sales & Service Practice at CEB
LinkedIn Profile: www.linkedin.com/pub/matt-dixon/1/17a/8b2
The Challenger Sale Twitter: https://twitter.com/CEB_Challenger
Matt Dixon's Twitter: https://twitter.com/matthewxdixon
Purchase The Challenger Sale here: http://www.amazon.com/dp/1591844355/?tag=googhydr-20&hvadid=12861934284&hvpos=1t2&hvexid=&hvnetw=g&hvrand=13918257381288675219&hvpone=19.26&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_4ltsmqgotn_b
Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php
The old sales playbooks no longer work – the actors in your sales processes aren’t as reliable as you once thought. Watch this presentation from CEB to understand how star sellers are navigating this new dynamic by selling to different people in very different ways than tradition prescribes.
Four years ago, The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now our latest research reveals something even more surprising: Being a Challenger seller is not enough. Your success or failure also depends on who you challenge. To win today, you need a Challenger inside the customer organization, a Mobilizer. CEB will reveal what high-performing B2B teams grasp that their average-performing peers don't. Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson's inability to connect to any one individual stakeholder. It's far more often their inability to connect them to each other. Join Brent Adamson, Principal Advisor for CEB and co-author of The Challenger Sale. Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service.
Check out the session video: http://bit.ly/1MnKzqu
Are you still cold-calling? Do you still swear that it's a numbers game? Do you feel like a dinosaur yet? Learn the modern method of prospecting and increase face time with potential clients. Free job aids available throughout the presentation.
This slide deck reveals how one buying committee (at a startup called Relativity Space) prefers to work with salespeople. It's great insight into how all salespeople should be connecting with prospects and customers.
Business-to-business (B2B) selling is no longer about finding that one C-suite executive at the golf course. It's now about consensus sales. It takes average of 5.4 decision makers to approve a B2B purchase. 60% of the research is done before reaching out to sales. Half of B2B purchases involve millennials as decision-makers. How should marketing adapt to address the new dynamics of B2B purchases?
PowerPoint presentation on sales process training session, where topics like buying and selling process, sales funnel, sales in different industries, SPANCO model, and buying motives have been covered
In Insight Selling: Surprising Research on What Sales Winners Do Differently, we reveal the results of our extensive analysis of over 700 B2B purchases from the buyer’s perspective.
In our research, we found that sales winners consistently exhibit behaviors on three levels:
1. Connect
2. Convince
3. Collaborate
In this infographic, we share the road to becoming an insight seller and what you need to do in each level to maximize your sales results.
And if you want to know more about our research and findings, be sure to pick up your copy of Insight Selling by bestselling authors Mike Schultz and John Doerr: http://bit.ly/1j5Cvil.
The {disappointed|dissatisfied|let down} {expectation|assumption} in the {price|cost|rate} of the {world|globe}'s {top|leading} {digital|electronic} {currency|money}, which {slumped|dropped|plunged|sagged} to {a low|a reduced} of $864 on Christmas Day, {and|as well as|and also} {the market|the marketplace} cap that {reversed|turned around} on the previous gains to $13.88 bln is {now|currently} being {corrected|fixed|remedied|dealt with}, {a push|a press} Indian market {insiders|experts} {say|state|claim} {will|will certainly} {continue|proceed} till {at least|a minimum of|at the very least} Q1 2017.
The Challenger Sale: Commercial Teaching and Your Sales PresentationModicum
Stop Selling, Start Teaching
The Challenger Sale, a groundbreaking book from the Corporate Executive Board, blew our ideas about sales strategy wide open. After extensive research across a whole range of industries, CEB discovered that successful salespeople challenge their customers by not simply responding to their needs but actually redefining them. A good challenger provides insight, helps a customer avoid pitfalls, and offers products and services that the client doesn’t even know exist. This technique is called “Commercial Teaching,” and any teacher will tell you, it’s all about your presentation.
At Propoint, we’ve been in the business of building engaging presentations and other marketing and sales collateral for over a decade. We believe that companies can achieve better results with well-constructed and well-designed presentations. Applying the lessons of The Challenger Sale and Commercial Teaching to your presentation can add additional levels of insight and persuasiveness and is another step toward more memorable presentations.
True commercial insight is hard to create. It requires an intensive study of your ideal customer. Once it is created, salespeople must learn how to sell differently (consultatively) and sales managers have a role to play in changing behavior.
This presentation uses ideas from "The Challenger Customer" to illustrate why true commercial insight is so important. It discusses a way to capture commercial insight and convert that into a visual story or whiteboard to enable salespeople to challenge status-quo thinking and create new opportunities through story and conversation - not presentation.
How the Challenger Sale philosophy applies to CSMGainsight
Our Director of Client Strategy and Director of Customer Success Sales examine how the 'Challenger Sale' philosophy can also be appllied across your Customer Success and Renewals & Expansion teams
Inside Sales Virtual Summit - Access all of the live sessions here: http://www.insidesales.com/summit/register-2
Matt Dixon - Author of the Challenger Sales & Executive Director, Sales & Service Practice at CEB
LinkedIn Profile: www.linkedin.com/pub/matt-dixon/1/17a/8b2
The Challenger Sale Twitter: https://twitter.com/CEB_Challenger
Matt Dixon's Twitter: https://twitter.com/matthewxdixon
Purchase The Challenger Sale here: http://www.amazon.com/dp/1591844355/?tag=googhydr-20&hvadid=12861934284&hvpos=1t2&hvexid=&hvnetw=g&hvrand=13918257381288675219&hvpone=19.26&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_4ltsmqgotn_b
Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php
The old sales playbooks no longer work – the actors in your sales processes aren’t as reliable as you once thought. Watch this presentation from CEB to understand how star sellers are navigating this new dynamic by selling to different people in very different ways than tradition prescribes.
Four years ago, The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now our latest research reveals something even more surprising: Being a Challenger seller is not enough. Your success or failure also depends on who you challenge. To win today, you need a Challenger inside the customer organization, a Mobilizer. CEB will reveal what high-performing B2B teams grasp that their average-performing peers don't. Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson's inability to connect to any one individual stakeholder. It's far more often their inability to connect them to each other. Join Brent Adamson, Principal Advisor for CEB and co-author of The Challenger Sale. Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service.
Check out the session video: http://bit.ly/1MnKzqu
Are you still cold-calling? Do you still swear that it's a numbers game? Do you feel like a dinosaur yet? Learn the modern method of prospecting and increase face time with potential clients. Free job aids available throughout the presentation.
This slide deck reveals how one buying committee (at a startup called Relativity Space) prefers to work with salespeople. It's great insight into how all salespeople should be connecting with prospects and customers.
Business-to-business (B2B) selling is no longer about finding that one C-suite executive at the golf course. It's now about consensus sales. It takes average of 5.4 decision makers to approve a B2B purchase. 60% of the research is done before reaching out to sales. Half of B2B purchases involve millennials as decision-makers. How should marketing adapt to address the new dynamics of B2B purchases?
PowerPoint presentation on sales process training session, where topics like buying and selling process, sales funnel, sales in different industries, SPANCO model, and buying motives have been covered
In Insight Selling: Surprising Research on What Sales Winners Do Differently, we reveal the results of our extensive analysis of over 700 B2B purchases from the buyer’s perspective.
In our research, we found that sales winners consistently exhibit behaviors on three levels:
1. Connect
2. Convince
3. Collaborate
In this infographic, we share the road to becoming an insight seller and what you need to do in each level to maximize your sales results.
And if you want to know more about our research and findings, be sure to pick up your copy of Insight Selling by bestselling authors Mike Schultz and John Doerr: http://bit.ly/1j5Cvil.
The {disappointed|dissatisfied|let down} {expectation|assumption} in the {price|cost|rate} of the {world|globe}'s {top|leading} {digital|electronic} {currency|money}, which {slumped|dropped|plunged|sagged} to {a low|a reduced} of $864 on Christmas Day, {and|as well as|and also} {the market|the marketplace} cap that {reversed|turned around} on the previous gains to $13.88 bln is {now|currently} being {corrected|fixed|remedied|dealt with}, {a push|a press} Indian market {insiders|experts} {say|state|claim} {will|will certainly} {continue|proceed} till {at least|a minimum of|at the very least} Q1 2017.
Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & S...Heinz Marketing Inc
Marketing success today requires far more than delivering leads to sales – it requires a full-funnel approach that addresses every stage of the buying journey and sales process. This presentation will highlight specific best practices, habits and proven methods used by modern B2B marketers to increase the measurable impact of their work.
Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account...Demandbase
ABM can’t exist and succeed separate from your sales department. Whereas traditional marketing strategies and tactics can be executed without sales being involved, successful ABM requires tight coordination to achieve optimal results. Matt Heinz outlines eight essential elements for a successful integration of ABM with your sales team’s target account program.
Aligning sales and marketing isn't just about scheduling more meetings. In this free webinar, marketing master Matt Heinz will discuss eight specific best practices to help your organization accelerate its path toward sales and marketing collaboration nirvana. You will learn how to:
Create a common dashboard of performance metrics
Drive collaboration across all levels of the sales and marketing organization
Handle compensation challenges and opportunities
Develop a regular rhythm of communication across both team and above to management
Sales Power covers the secrets of successful people. Provides - Speeches for Coaches - Professional seminar presentation and workbook materials. Helps your clients build a personal plan to succeed in their goals. www.speechesforcoaches.com, Jon Newsome (770) 614-4146.
Michael Farrington - Staying Relevant in MarketingAMASanDiego
Our objective as marketers hasn’t changed despite the world changing around us. We remain in the business of changing human behavior — helping customers choose our companies, our products, and our brands (and NOT our competitors). The challenge? Our customers are engaging us later and later in the sales process, our customers know MORE about us than we know about our customers, and our marketing mix continues to get more and more complex. As marketing leaders, we will quickly become irrelevant if we don’t act now and understand how our customers are making decisions, why they’ve made those decisions, and where to place our limited marketing investments. Mike will share how he’s driving this shift within a $1 billion publicly-traded, medical technology company, including the process, tools, and insights to make that change happen at your organization.
The Must Have Blueprint for Sales ActivationEngagio
If there was one golden rule for any revenue team to follow it would be this: silos don’t work. They lead to inefficiencies, broken systems and problems at every level. It’s time to break down the barriers and align as one revenue team to focus on the right accounts. In this session, Sandra Freeman, Head of Strategic Marketing at Engagio, will discuss strategies and tactics to:
- Get buy-in from the entire revenue team;
- Work with sales to drive action today;
- Use technology to streamline manual activities; and
- Real-world examples and results.
Similar to How to engage, nurture and close more prospects with Full Funnel Marketing (20)
Buildings Don't Write Checks: A Predictable Pipeline ApproachHeinz Marketing Inc
This is a sample of how we teach (vs pitch) in prospect pitch meetings. To read the full contact, search "Heinz Marketing how not to pitch at pitch meetings" in Google.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
How to engage, nurture and close more prospects with Full Funnel Marketing
1. How to Engage, Nurture and Close More
Prospects with Full-Funnel Marketing
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com
2. Agenda
2
Full Funnel Marketing Overview
10:15
–
11:00
Introduction to Full Funnel Marketing Tools:
Pipeline Development funnel model
Target account definition & criteria/characteristics
Persona & buying journey matrix
Lead & opportunity matrix
Sales development overview
11:00
–
11:45
Instructions for working lunch
11:45
–
12:00
Lunch Break
12:00
–
12:30
Working lunch
Select 1-2 of above tools to develop
12:30
–
1:30
Review docs in pairs
Present to each other, provide feedback/recommendations
1:00
–
1:30
Tool presentations
Participants present overview of draft tools
Get feedback from Matt & the group
1:30
–
2:30
Wrap up and next steps
Recommendation for completion back @ the office
Availability from Matt to review, provide feedback further
2:30
–
2:45
3. Housekeeping
3
Copy of this deck
Offers for you
Full Funnel Marketing – the BOOK
Modern Marketer’s Field Guide
Matt’s award-winning* smoked bacon recipe
Send me an email (matt@heinzmarketing.com) noting what you want
5. Five keys to full-funnel marketing
5
Do the math (quantify what success looks like)1
Create a clear customer profile2
Map the sales and buying process3
Embrace revenue responsibility4
How will you measure it?5
6. Calculating what you need
6
Assumptions
Meaghan ASP $65,000
Jennifer ASP $75,000
John ASP $80,000
Opp/Close % 25.0%
Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Meaghan Sales # 1 1 2 3 2 4
Jennifer Sales # 1 2 2 2 2 2
John Sales # 1 1 1 1 2 1
Total Sales # 2 3 4 5 4 7
Meaghan Sales $ $65,000 $65,000 $130,000 $195,000 $130,000 $260,000
Jennifer Sales $ $75,000 $150,000 $150,000 $150,000 $150,000 $150,000
John Sales $ $75,000 $75,000 $75,000 $75,000 $150,000 $75,000
Total Sales $ $215,000 $290,000 $355,000 $420,000 $430,000 $485,000
Meaghan Pipeline # 4 4 8 12 8 16
Jennifer Pipeline # 4 8 8 8 8 8
John Pipeline # 4 4 4 4 8 4
Total Pipeline # 12 16 20 24 24 28
Meaghan Pipeline $ $260,000 $260,000 $520,000 $780,000 $520,000 $1,040,000
Jennifer Pipeline $ $300,000 $600,000 $600,000 $600,000 $600,000 $600,000
John Pipeline $ $300,000 $300,000 $300,000 $300,000 $600,000 $300,000
Total Pipeline $ $860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000
Meaghan Leads 80 80 160 240 160 320
Jennifer Leads 80 160 160 160 160 160
John Leads 80 80 80 80 160 80
Total Leads 240 320 400 480 480 560
7. Enumerating needs by role
7
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #2
CEO
12. The buyer’s journey
12
Loosening of the
status quo
Committing to
change
Exploring
possible
solutions
Committing to
a solution
Justifying the
decision
Making the
selection
BUYER’S JOURNEY
DISCOVERY CONSIDERATION DECISION
13. Leads & Opportunities
13
Stage Definition Sales Next Step(s) Marketing Next Step(s)
Leads
Open/Not Attempted
New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as
opportunity
Provide scripts and response offers as needed to
increase call-backs
Attempting to Contact
Sales has begun the process of following the lead follow-up
process to reach the prospect live
Continue follow-up attempts via phone, email, "zero out"
to reach prospect live
Provide scripts and response offers as needed to
increase call-backs
Interested
Prospect has expressed interest in ABC Company and/or
achieving better results, and is interested in learning more;
full qualification criteria intent/purchase timeline still unknown
Once prospect has been qualified, either move into a
"Qualified" opportunity or move to Nurture (if timeline is
long-term or undetermined)
Provide collateral, case studies and other
information as needed to help prospect determine
sales intent
Nurture
Prospect is interested, but there is no near-term opportunity
to buy (prospect may have other immediate priorities, or may
just need more time to consider interest/intent)
no action Drip marketing to prospect 1-2 times per month with
value-added offers, until they're ready to engage in a
short-term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect after
repeated attempts
no action Drip marketing to prospect 1-2 times per month with
value-added offers, until they're ready to engage in a
short-term buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Opportunities
Qualified
Prospect has a need & budget, and is actively evaluating
solutions
Get demo commitment, plan next steps and timeline to
buy (or at least make decision) with prospect
Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Presentation & Demo
Demo has been scheduled or completed; working through
objections & questions
Get permission to present formal proposal Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Proposal
Formal proposal is in process or has been delivered outlining
terms, services, fees
Get verbal commitment to buy pending finalization of
terms
no action
Negotiation
Prospect has verbally agreed to do business; both sides are
working through final legal/term/service/fee details
Sign, seal and return baby! no action
Close Agreement has been signed and returned victory lap no action
Closed Lost
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with
value-added offers, until they're ready to engage in a
short-term buying cycle again
14. A direct line to revenue growth
14
80%
68%
56%
44%
36%
0%
20%
40%
60%
80%
100%
Highly Moderately minimally ineffective None
5 ACHIEVING Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems
16. Marketing plan in 5 questions
16
What/who are your targets?
Direct & indirect users, influencers
Address entire buyer ecosystem
1
What do they care about? What outcome are they seeking?2
Where do you find them?3
What or who influences them?4
How do they want to engage and (eventually) buy?5
23. Questions your CEO should be asking
Show me your model1
What problem are you solving and for whom?2
Who is your target customer and why?3
What is your sales process?4
Who is selling for you and how are you measuring & managing them?5
How are you going to generate leads?6
How are you going to decrease acquisition costs over time?7
23
26. Revenue responsibility in practice
Quick sales vs. lifetime value
Good sales vs. bad sales
Expensive customers, higher churn likelihood
Can you buy a beer with it?
Business vs. commission check mindset
26
34. Is your tech helping or hurting?
What problem does it solve?
What does it automate or accelerate?
What is your system or process?
Can it scale beyond you?
34
47. What empathy means…
For your peers
For your sales organization
For other departments
For your customers
What is important to THEM?
47
48. Five recommendations
Know your customer better
Focus on building consensus internally
Prioritize early buyer stages
Establish key metric baselines & goals
Develop systems, processes & habits to execute consistently
48
49. Housekeeping
Copy of this deck
Offers for you
Modern Marketer’s Field Guide
Full Funnel Marketing the BOOK
Matt’s award-winning* smoked
bacon recipe
Send me an email
(matt@heinzmarketing.com)
noting what you want
49