The document outlines strategies for growing a sales pipeline and increasing conversions, emphasizing the identification and elimination of 'pipeline pests' such as ambiguous qualification criteria and large generic lists. Solutions include implementing graded qualification criteria and utilizing high-quality, targeted leads to improve conversion rates. The discussion features insights from experts in sales and marketing, with practical demos and Q&A sessions.

1. How to Grow Your Sales Pipeline
While Increasing Conversions
Michael Hanna
President
Hanna Strategy Group
Host: Amanda Nelson
Director of Marketing
RingLead
Donato Diorio
CEO
RingLead
Channa Heng
Sales Consultant
Yesware

2. Agenda
• Amanda Nelson - Introduction
• Michael Hanna
1. The Problem
2. Pipeline Pests
3. Pipeline Pesticides
4. Pipeline Development Practices
• Donato Diorio - RingLead Capture Demo
• Channa Heng - Yesware Demo
• Q&A

3. The Problem
Problem: This crop is infected with pests.
• Lower production volume
• Higher cost of production
• Poor quality output
• Lower market value
Solution:
• Increase land size?
• Kill the pests?

4. Pipeline Pests
Problem: This pipeline is infected with pests.
• Lower volume of qualified leads
• Higher cost per qualified lead
• Poor conversation rates
• Frustrated sales rep

5. Pipeline Pest #1
Ambiguous qualification criteria with discrete tracking.
• Low sales acceptance rate
• Poor feedback loop, therefore no
continuous improvement
• Frustrated BDR
• Frustrated Field Sales
• Frustrated Marketing Team

6. Pipeline Pesticide #1
Ambiguous qualification criteria with discrete tracking.
• High Sales Acceptance Rate
• Clarity
• Continuous Improvement
Graded qualification criteria with weighted
tracking.

7. Pipeline Pesticide #1
Score: 0 1 2 3 4
Budget:
Has
no
budget
and
does
not
know
if
any
can
be
created
Has
no
current
budget,
but
may
create
budget
by
jus9fying
the
cost
Has
some
budget,
but
may
not
be
sufficient
for
our
solu9on
Has
a
dedicated
budget
for
several
items
that
may
include
a
solu9on
like
ours
Has
a
dedicated
budget
specifically
for
our
a
solu9on
like
ours
Authority:
Has
no
authority
and
has
no
direct
access
to
decision
makers
Has
no
authority,
but
has
direct
access
to
a
decision
maker
Has
influence
and
has
direct
access
to
a
decision
maker
Is
one
of
several
decision
makers
Has
complete
authority
as
the
sole
decision
maker
Need:
Has
no
need
for
our
solu9ons
May
benefit
from
our
solu9ons,
but
requires
educa9on
Sees
benefit
in
our
solu9ons
and
wants
to
learn
more
Has
no
defined
project,
but
recognizes
a
need
for
our
solu9ons
Has
a
defined
project
that
requires
our
solu9ons
Timeframe:
Has
no
9meframe
defined
Has
no
defined
9meline,
but
a
general
sense
of
urgency
Has
a
defined
project
with
a
specific
9meline
within
9-­‐18
months
Has
a
defined
project
with
a
specific
9meline
within
6
6
–
9
months
Has
a
defined
project
with
a
specific
9meline
within
6
months
Qualified Lead =Total Qualification Score of 8 or more

8. Pipeline Pest #2
Large generic lists.
• High volume with low conversion is
than low volume with low conversion
because it wastes selling time in the
field.
• Lots of inaccurate data. ISR’s
become manual data cleansers
rather than pipeline builders.
• Leads become stale over time.

9. Pipeline Pesticide #2
Large generic lists.
• Leads are caught while they’re hot.
• Higher conversion rates.
• The optimal rate of lead creation equals
the rate of lead consumption.
• Do you know your lead consumption
rate?
Highly targeted leads, dripped steadily
into the database.

10. Pipeline Pest #3
Extensive manual research (enterprise accounts).
• Low volume
• High risk
• High reward

11. Pipeline Pesticide #3
Extensive manual research (enterprise accounts).
• An enterprise account is its own territory
• Known targets
• More talk-time -> high volume
• Intelligent, value-added opening
conversations -> high conversion
Automated, auto-updated, intelligence
and context.

12. Pipeline Development Practices
Random
Targeted
Mapped
One-­‐Time
Frequent
Real-­‐Time
Bulk
Segmented
Individualized
Blind
Manually
Researched
Automa9cally
Researched
High Volume
Low Conversion
Low Volume
High Conversion
High Volume
High Conversion
Doesn’t Work! Doesn’t Scale! Doesn’t hurt anymore!

15. Q & A
Michael Hanna
@michael_hanna
michael@hannastrategy.com
Donato Diorio
@idonato
dd@ringlead.com
Channa Heng
@ChannaHeng
cheng@yesware.com