The document discusses how new media, social networks, and web 2.0 have changed sales and marketing. Old sales methods like cold calling are no longer as effective, as prospects now conduct independent research online. The new buying process requires companies to align their sales and marketing approaches with the stages prospects go through when making purchasing decisions. This involves things like lead generation through blogs and social networks, lead nurturing through content marketing, and understanding when prospects are ready to engage with sales.

1. Create. Increase. Accelerate.TM
How New Media, Social Networks and Web 2.0
Have Changed Sales
(And How to Make It Work For You)
Dan Hudson, President
Copyright © 2010 3forward, LLC. All Rights. Reserved 3forward

2. Sales Goals Have Not Changed
Increasing wins from new logo prospects
Top of mind with prospects in ‘buying mode’
Accelerating in-bound lead generation
Consistent, sustained lead cultivation
Increasing sales efficiency and reducing cost/lead
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3. Neither Have Most Sales Programs
List Purchased
Direct Mail
Cold Calling
Qualifying
Presenting
Closing
.
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4. But Results Show Issues
2010 Sales Performance Optimization Study
51.5% 2009 % of Reps Making Quota
78.5% Overall Plan Attainment
85.1% Companies Raising Quotas in 2010
• 3,000+ Companies Participated Worldwide, Cross Industry Participation,
SMB and Large Enterprises
• 100+ Sales & Marketing Effectiveness Metrics Tracked
• Best Practices Benchmarking on How Sales Teams are Leveraging
People, Process, Technology and Knowledge to Address Challenges
CSO Insights
.
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5. Why Old Methods Stopped Working
Rapid commoditization, razor-thin margins and
international competition pressuring every geography,
industry, service, or product
Prospects no longer rely on salesperson to learn
about the feature and functionality of a product
Prospects overwhelmed with offers and overlapping,
conflicting, or disconnected value propositions
Mike Drapeau, Executive Vice President
Sales Benchmark Index
.
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6. Today’s Buying Process…
Status Priority Step
Research Options Validation Choice
Quo Shift Backs
From Designing Nurturing Programs to Drive Sales©, by Ardath Albee
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7. …Requires A New Sales Model
Sales Readiness: Segmentation, Targeting, Content
Development, Business Intelligence, SEO
Lead Creation: Blogging, Webinars, Targeted
Campaigns, Value-Added Emails, Social Networks
Lead Engagement: Compelling Offers,
Calls to Action, Site visit tracking
Lead Nurturing: Promotions,
Marketing PURLs, White papers
Sales Ready Scoring
Qualification
Prove Value
Sales Decision
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8. Need: Alignment With Buyer Phases
Drip Marketing / Lead Nurturing of Relevant, Value
Add Content Keeps you Visible to Targeted Prospects
Status Priority Step
Research Options Validation Choice
Quo Shift Backs
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9. Need: Knowing When To Engage
Understand Landscape
Prioritize Investments
Formulate Value Proposition
Engage in Dialogue
Status Priority Step
Research Options Validation Choice
Quo Shift Backs
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10. Building The 2.0 Sales Plan
SALES READINESS Research
Markets Targets Message
Social Media
LEAD CREATION
Events
Outbound Inbound Nurturing
Tools
2.0 SERVICES INTEGRATION
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11. 1st: Markets,Targets & Messages
• Define segment(s)
• Establish target client characteristics and attributes
– and alternatives (competitive analysis)
• Classify buyer drivers and considerations
• Validate and rank prospect types based on target
criteria
• Separate prospects into Tiers 1, 2, and 3
• Create sales tools such as Sweet Spot Matrix
• Distinctive value proposition – No Jargon
.
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12. 2nd: Lead Creation – New Tools for Success
Lead Lifecycle Management
Events & Social Media &
Webinars Networks Website
Score and Prioritize Leads Tracking Tracking
Nurture Prospects with Drip Landing Pages & Drip Marketing,
Marketing Micro-sites News, Campaigns
Track Campaigns and Responses
Lead Scoring,
Campaign Landing Pages Nurturing
View Companies & Prospects Visiting
Website / Pages
Measure and Track ROI Segmentation
Reporting
Send E-Newsletters
Integrate with CRM
Lead
Notification CRM System
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13. Lead Management Best Practices
Breaking Away From Bottom Tier
• Consider Lead Management Technology
• Implement Lead Nurturing
• Segment and Target Customers
Getting Above Average
• Leverage Multi-Campaign Nurturing
o New Leads, Recycled Leads, Existing Customers
• Marketing Alignment on Goals & Metrics
Improving on Best in Class
• Take Lead Lifecycle Management company-wide
• Formalize Lead Recycling from Sales to Marketing
Aberdeen Group: Building A Pipeline That Never Leaks
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14. 3rd: 2.0 Elements – Now Is The Time
Gartner says social projects with defined and clear
purposes show measurable results and those
vendors that move from general social applications
to specific purpose applications will enjoy double
and even triple-digit growth over the year.
Gartner’s Top 5 CRM Predictions For 2010, Social Apps are Key
February 23, 2010
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15. Sales Readiness Essentials
1. Carefully select the segments where you can best compete and serve.
2. Be strategic with your sales model.
3. Identify innovative approaches to differentiating yourself.
4. Be unique in communicating your value proposition and benefits.
5. Sales is changing. Competing requires creative investment.
6. Buyers want process improvements and innovation, not just cost
cutting. Identify your innovation examples during your presentations.
7. Stop worrying whether the economy is good or bad for outsourcing.
8. Do not ignore existing customers. They are your competitor’s prospect!
9. Consider in-direct selling relationships and alternative channels.
10. Define a sales process for your company and follow it faithfully.
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16. For More Information
Sales, Marketing and Social Media Experts
• Ardath Albee Marketing and Content
• Chris Brogan B2B Social Media
• Brian Solis Social Media
• Dan Zarrella Inbound Marketing
• David Meerman Scott Marketing and PR
• Gerhard Gschwandtner Sales 2.0
Sales Benchmarking
• CSO Insights
• Sales Benchmark Index
New Tools Directory
• 9 categories of sales and marketing best practices and dozens of
downloads
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17. Join The Discussion
Sales Readiness
Join Our Group
3forward
Become a Fan
3forward
Follow Us
Sales Leaders Blog
Sales Leader
New Tools Directory
Resources
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18. Create. Increase. Accelerate.
Visit us 3forward.com or Lead-Ready.com
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19. Gracias and Thank you!
Dan Hudson Matt Smith
Dan.Hudson@3forward.net Matt.Smith@3forward.net
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