Inbound Guidelines - The Crunch

The Crunch | thecrunch.tech | +1 888-556-8309
INBOUND PLAYBOOK

This document is a
strategic guideline and
a statement about who
we are and how we
operate.

CONTENT
INTRODUCING INBOUND
STRUCTURE & METHODOLOGY
COMPANY PURPOSE
COMPANY GOALS
BUYER PERSONA
BUYER’S JOURNEY
ATTRACT - MARKETING PLAYBOOK
ENGAGE - SALES PLAYBOOK
DELIGHT - SERVICE PLAYBOOK

INTRODUCING INBOUND

INTRODUCING
INBOUND

INBOUND is a
philosophy based around
HELPING PEOPLE

Because when the good-for-the-
customer means the good-for-
the-business, your company can
grow better over the long-term.

Of consumers have discontinued communications with a
company because of irrelevant promotions or messages.
94%

Of consumers shared positive experiences with their friends
or on social media and review sites.
77%

Of consumers will never do business with that company
again after one negative experience.
51%

Of people are likely to switch brands if they ﬁnd the
purchasing process too difﬁcult.
74%

Customers have more
power than ever before.

INBOUND is a state of mind.
If we want to get value out of CUSTOMERS we have
to give them an EXPERIENCE that they VALUE.

To create VALUE we
need to provide the right
information to the right
person at the right time
every single time.

INBOUND is about drawing
people in by being helpful.
It is about how you sell it, not
just the quality of the
product.

It is about leveraging DATA
to create great experience
from marketing to sales to
service to marketing.

STRUCTURE & METHODOLOGY

INTRODUCING THE FLYWHEEL
Customers

Everything you do should
be done with the goal of
creating customers who
will add positive energy to
the ﬂywheel and accelerate
the company’s growth.

Visits to leads %
Leads to customers %
Referral rate (NPS)%
Example FLYWHEEL KPIs

ATTRACTING - Is not restricted to marketing.
ENGAGING - Is not restricted to sales.
DELIGHTING - Is not restricted to service.

ATTRACT
• For a marketer: creating helpful and experiences that
demonstrate your knowledge.
• For a sales rep: making yourself available for meetings,
calls, or live chat.
• For services: using knowledge documents and chatbots to
make information easy to ﬁnd.

INBOUND aligns
MARKETING, SALES,
and SERVICE teams.

Inbound Principles
Company purpose
Business goals
Buyer personas
Buyer’s journey
INBOUND FUNDAMENTALS

1. INBOUND PRINCIPALS
• Standardise for consistency.
• Contextualise for relevance.
• Optimise for clarity.
• Personalise for impact.
• Empathise for perspective.

2 - COMPANY PURPOSE

2. Company Purpose

WHAT IS OUR MISSION?
To help individuals & businesses to
integrate to the world of
eCommerce.

WHAT IS OUR VISION?
To represent the 1% of Amazon
productos.

WHAT IS OUR PURPOSE?

GROWTH + PROFIT
are not PURPOSE

Growth + Proﬁt
ENABLE
Us to perform our
PURPOSE

WHAT IS OUR PURPOSE?
To enable and promote
entrepreneurship, globalisation, and
interconnectivity.

3 - COMPANY GOALS

Let’s think of
GROWTH MENTALITY

“Hope is not a strategy.”
James Cameron

ABOUT THE
THREE HORIZON MENTALITY

VALUE
Horizon 1:
Maintain & defend
core business
TIME
Horizon 2:
Nurture emerging
business
Horizon 3:
Create genuinely
new business

70% of the effort
FIRST HORIZON
Short-term goals
20% of the effort
SECOND HORIZON
Mid-term goals
10% of the effort
THIRD HORIZON
Long-term goals

S.M.A.R.T. GOALS
SPECIFIC
MEASURABLE
ACHIEVABLE
RELEVANT
TIME-BOUND

FIRST
HORIZON
Short-term goals

2020 outline
Planificación
Soft Launch
Hard Launch
Estrategia Digital
Hard Launch
Website 4.0
Programa de FSI
Primera revisión.
Feedback cycle
Segunda revisión.
Feedback cycle
Abril Mayo Junio Julio Agosto Septiembre
Hard Launch 2
Octubre Noviembre Diciembre
Revisión completa.
Enero

THIRD
HORIZON
Long-term goals

5 year plan
Fundamentals
Hard Commercial
Launch.
DNA software
bootstrapping
DNA Software
Launch
2020 2021 2022 2023 2024
Omni-channel
Launch.

SECOND
HORIZON
Mid-term goals

2021 - THE CRUNCH
• Less direct contact with clients.
• More pla4orm and digital interac7vity.
• Automa7c payment pla4orm.
• All teams coordinated under ONE vision.
• Feedback cycles to improve and expand upon our main services.
• All culture plans adopted.
• Detailed long term strategy.
• Realised, professional, and energised team.
• Accelerated sales department with growth mentality.
• Presence in more than 10 countries.

“Great dreams aren’t just visions, they’re visions
coupled to strategies for making them real.”
Astro Teller

“We use the word ‘moonshots’ to remind us to
keep our visions big - to keep dreaming. And we
use the word ‘factory’ to remind ourselves that
we want to have concrete visions - concrete
plans to make them real.”
Astro Teller

4 - BUYER PERSONAS

4. Buyer Personas

Sam the owner entrepreneur
BACKGROUND:
• Owner of own retail brand.
• Retail experience.
• Ambi7ous yet ra7onal.
DEMOGRAPHICS:
• 35-45 years old.
• LATAM based
GOALS:
• Wants to expand to eCommerce.
• Wants to access North American market

5 - BUYER’S JOURNEY

Buyer’s journey

Awareness stage
During the Awareness stage, buyers iden7fy their challenge or an opportunity they want to pursue. They
also decide whether or not the goal or challenge should be a priority. Ques7ons the awareness stage
answers are the following:
1. How do buyers describe their goals or challenges?
2. How do buyers educate themselves on these goals or challenges?
3. What are the consequences of inac7on by the buyer?
4. Are there common misconcep7ons buyers have about addressing the goal or challenge?
5. How do buyers decide whether the goal or challenge should be priori7zed?

Consideration stage
During the Considera=on stage, buyers have clearly deﬁned the goal or challenge and have commiYed to
addressing it. They evaluate the diﬀerent approaches or methods available to pursue the goal or solve their
challenge. Ques7ons the considera7on stage answers are the following:
1. What categories of solu7ons do buyers inves7gate?
2. How do buyers educate themselves on the various categories?
3. How do buyers perceive the pros and cons of each category?
4. How do buyers decide which category is right for them?

Decision stage
In the Decision stage, buyers have already decided on a solu7on category. For example, they could write a
pro/con list of specific offerings and then decide on the one that best meets their needs. Ques7ons the
decision stage answers are the following:
2. What criteria do buyers use to evaluate the available offerings?
3. When buyers inves7gate your company's offering, what do they like about it compared to alterna7ves?
What concerns do they have with your offering?
4. Who needs to be involved in the decision? For each person involved, how does their perspec7ve on the
decision differ?
5. Do buyers have expecta7ons around trying the offering before they purchase it?
6. Outside of purchasing, do buyers need to make addi7onal prepara7ons, such as implementa7on plans
or training strategies?

PROSPECT - Any anonymous visitor to website or channels.
LEAD - Any individual who has submitted information (form, webinar, gated
content…)
MQL - A hand raiser. Anyone who has raised their hand and asked for
information (sales meeting setup, chatbot…)
SQL - An individual who has been qualiﬁed by the sales team through CGP,
TCI, BA process.
OPPORTUNITY - A contact who has been deemed by the sales team as a
real opportunity.
CUSTOMER - An active paying member of the company.
DEFINING LIFECYCLE STAGES

Marketing + Sales Deal Alignment
Prospect
Lead
MQL
SQL
Opportunity
Customer
Marketing team
Sales team
{
{
Awareness
Consideration
Decision
}
}
}

ATTRACT - MARKETING TEAM PLAYBOOK

PHILOSOPHY

METHOD
INBOUND - ATTRACT
OUTBOUND - ENGAGE
MARKETING TEAM EFFORTS
SALES TEAM EFFORTS

ABOUT INBOUND MARKETING

HERO’S JOURNEY
Our clients have a hero’s journey of their own.
They must cross a challenge or threshold to
con7nue on their journey.
The require a mentor to guide them through
their transforma7on.

OUR GOAL IS TO BECOME A
MENTOR THAT PROVIDE THE
HERO WITH ABILITIES TO
ACHIEVE THEIR GOALS.

METHOD

Funnel Recap
Prospect
Lead
MQL
SQL
Opportunity
Customer
Marketing team
Sales team
{
{
Awareness
Consideration
Decision
}
}
}

INBOUND EFFORTS
SEO/ SEM SOCIAL MEDIA CONTENT EMAIL

MEDIA CHANNEL
TYPES
EARNED
OWNED
PAID
Adver=sing
• Adwords pay per click
• Display Ads
• Retarge7ng
• Paid Inﬂuencers
• Paid Content Promo7on
• Social Media Ads
Content Crea=on
• Website
• Pillar Pages
• CluYer Pages
• Vlog
• The Crunch Academy
• Webinars
Earned
• Social Media Upkeep
• Guest Pos7ng
• Shares
• Men7ons
• Word of Mouth
SEO Content Promo7on
Engagement
Promo7ons

Trafﬁc Framework
Search
Social
Email
Content
Links
Rank Traﬃc
Conversions
Lead

TEAM STRUCTURE 2020
Head of
Marketing
Content Marketer
Performance
Marketer
Social Media
Manager

TEAM ROLES 2020
HEAD OF MARKETING - In charge of all marke7ng strategies and eﬀorts. Responsible for all
AYract phase goals and KPIs.
CONTENT MARKETER - In charge of all content crea7on and achieving content plan strategies.
Content includes blog, guest ar7cles, Vlog, audiovisual content, and website content.
PERFORMANCE MARKETER - In charge of SEO, analy7cs and paid adver7sement management.
This includes but is not limited to the upkeep and management of Google Analy7cs, Facebook
Ads, TwiYer Ads, Adwords, SEM, Google Display Network, and LinkedIn Ads. Responsible for
accomplishing the paid adver7sement & SEO strategy goals and KPIs.
SOCIAL MEDIA MANAGER - In charge of communica7on in all owned, paid, and earned social
channels. This includes pos7ng and communica7ng with clients via social media channels, and
chatbot.

TEAM STRUCTURE LONG TERM PLAN
Head of
Marketing
Head of Content
Content Creator
Editor
Publisher
Head of
Performance
SEO Specialist
Performance
Marketer
Head of Social
Social Media
Manager

GOALS 2020

GOALS 2020
Junio Julio Agosto Septiembre Octubre Noviembre Diciembre
Website Trafﬁc 1000 1500 2000 3000 4000 5000 7000
New leads 300 600 700 800 900 1000 1100
Leads to SQLs 10 % 12 % 14 % 16 % 18 % 20 % 22 %
Avg. Sales Cycle EEM 60 días 45 días 30 días
Avg. Sales Cycle FSI 90 días 75 días 60 días
Avg. Sales Cycle ASP 60 días 45 días 30 días
Sales EEM basic 2 3 4 5 6 6 6
Sales EEM corporate 2 3 3
Sales FSI 0 1 2 3 3 4 4
Sales ASP 0 0 0 1 2 4 4
Avg. Win rate 6 % 13 % 18 % 25 % 32 % 39 % 45 %
Avg. Close rate 8 % 10 % 12 % 14 % 16 % 18 % 20 %
CPL $20 $18 $15 $12 $8 $6 $3
CAC $250 $230 $200 $180 $150 $120 $100
Retention rate 20 % 30 % 40 % 50 % 60 % 70 % 80 %

MARKETING TEAM GOALS
MARKETING TEAM main goals is to
reach monthly NEW LEADS, CPL, &
MQL quotas and work with SALES
TEAM to achieve CAC goals

A. CONTENT

Create CONTENT with a
PURPOSE.

Each piece of CONTENT
must be attached to a
CAMPAIGN and must be
part of a BUYER’S
JOURNEY STAGE.

CONTENT TYPES
Cluster Pages Pillar Pages Vlog
The Crunch
AcademyWebinarLanding Pages
Email

THE CRUNCH ACADEMY
A series of online pre recorded courses with the objective of
nurturing a client through integration process as well as
support sales funnel.

CONTENT FOR STAGES
ATTRACT STAGE
Topics around helping the client
DEFINE the problem
• AYract Pillar pages
• AYract Subtopics
• Vlog
• Webinars
• Ads
• Landing Pages
• Infographics
• Interviews
ENGAGE STAGE
SOLVE the problem and build a
RELATIONSHIP
• Engage Pillar pages
• Engage Subtopics
• Guides
• White papers
• Case Studies
• Webinars
• Emails
DELIGHT STAGE
USE the solu7on and exceed
EXPECTATIONS
• The Crunch Academy
• Tes7monials
• FAQs
• Surveys
• Emails
• Webinars

CONTENT DEFINITIONS
TOPIC CLUSTER - A main topic that will develop a series of subtopics.
PILLAR PAGE- The landing page of a topic cluster. This is a long wall of text with mul7ple hyperlinks to cluYer pages.
SUBTOPIC- A subtopic rela7ng to a Topic Cluster.
CLUTTER PAGE- A blog page with the subtopic.
GUEST POST- Content developed for a third party that links back to cluYer page.

TOPIC CLUSTERS
THE CRUNCH
BLOG
Topic
Cluster
Topic
Cluster
Topic
Cluster
= Hyperlinks
Subtopic
Subtopic
Subtopic
Subtopic
Subtopic
Subtopic
Subtopic
Subtopic
Subtopic

PILLAR PAGE STRUCTURE
Attract Pillar Page
Clutter
Pages
Clutter
Pages
Clutter
Pages
Clutter
Pages
Clutter
Pages
Topic
Cluster
= Hyperlinks
Guest
Posting
Guest
Posting

Topics
EEM
ATTRACT
TOPIC
CLUSTER
FSI
ATTRACT
TOPIC
CLUSTER
ENGAGE
TOPIC
CLUSTER
DELIGHT
TOPIC
CLUSTER

SEO Optimised Content
1. One target keyword minimum, three maximum
2. Target keyword included in header
3. Each target keyword must be men=oned 2 =mes in wall of text, and no more than 4 men=ons.
4. All images must contain a target keyword
5. URL must contain target keyword

CONTENT WORKFLOW
THINK
Think about the topics you’d
like to write about
• Vlog
• Webinars
• Ads
• Landing Pages
• Infographics
PLAN
DEFINE the problem
• Vlog
• Webinars
• Ads
• Landing Pages
• Infographics
GROW
DEFINE the problem
• Vlog
• Webinars
• Ads
• Landing Pages
• Infographics

Stages of content creation
OUTLINE FIRST DRAFT EDITING
DESIGN AND
FORMAT PUBLISHEDPLANNING

CONTENT PLANNING TOOLS
1. CONTENT EDITORIAL CALENDAR: Tool to structure and track progress on short term content deliverables.
2. CONTENT PLANNING WORKSHEET: Tool to schedule diﬀerent contents throughout the year.

PLANNING STAGE - IDEAS FOR TOPICS
1. Gather ideas: What is the buyer persona looking for? What are compe=tors doing? What are people
talking about on Quora or forums? Look at google autosuggest with relevant keywords. Create
Braindumps.
2. Digest Material: Take notes on material. Learn and gather informa=on about the topic.
3. Unconsciouss process: Do something unrelated. The brain works in the background.
4. Euroka moment: You come up with a great idea for a content.
5. Write it down: Take note immediately,
6. Calendarize: Calendarize the topic in the long term strategy calendar and content editorial calendar. Add
what stage of the buyer’s journey it will be based on and what topic cluster does it relate to.

Review process before publishing
UNDERSTAND
S.M.A.R.T.
GOALS
DETERMINE
TIMELINE
REVIEW
EDITS
REVIEW SEO
CHECKLIST PUBLISHBLINK TEST

CONTRIBUTOR TYPES
1. Bloggers, Vloggers, and Editors
2. Journalists
3. Researchers
4. Podcasters
5. Event Producers

CONTRIBUTION CONTENT
5 ways to contribute
1. Simple Mentions
2. Contributor quotes
3. Expert roundup
4. Guest blogging
5. Deep dive interviews

CONTENT NAMING FORMAT
FORMAT + BUYER’S JOURNEY STAGE + CAMPAIGN + YEAR
Example:
PDF_ATTRACT_REENGAGEMENT-EEM_2020

BLINK TEST
Before publishing:
3-5 second skim read of
the content.

CONTENT CREATOR DELIVERABLES
1 Vlog a week.
2 Clufer Pages a week.
1 Guest Post a week.
2 Webinars a month.
2 The Crunch Academy Videos a month.

CONTENT AUDIT
A monthly review of published
content focused on conversions.

CONVERSION FACTORS CHECKLIST
Value Proposi7on
Distrac7on
Relevance
Urgency
Clarity
Anxiety
CONVERSION
FACTORS

B. SOCIAL MEDIA MAP

Social Media is a tool to
engage clients in any
part of buyer’s journey.

SOCIAL MEDIA CHANNELS WE USE
LinkedIn Facebook Instagram Youtube Chatbot

SOCIAL MEDIA KPI’s 2020
1. 10% monthly Click increase on all posts
2. 4% monthly follower growth on all plahorms
3. 2% monthly increase in brand men=ons
4. 2% lead crea=on growth every month

SOCIAL MEDIA MANAGER DELIVERABLES
1 Facebook & LinkedIn Post a day.
1 Instagram Post a day.
2 Facebook & LinkedIn share a day
All comments and messages engaged in all channels
All YouTube video comments engages

C. PERFORMANCE/SEO/EMAIL
STRATEGY

MAIN GOALS
SEO RANKING CONVERSIONS

ADMINISTERED CHANNELS
Google Analytics Adwords Facebook Ads Hubspot SEO tool

Advertising scheme channels
Google Display
Network
Adwords Search
Ads
Youtube Ads
LinkedIn InMail
Ads
Facebook Ads Instagram AdsMarketing Emails
LinkedIn
Sponsored Ads

AD TYPES
CAMPAIGN SOCIAL ADS - Sponsored Ads directed towards a certain persona
RETARGET ADS- Display and emails ads targeted to leads with reengagement criteria
WEBINAR ADS- Ads promo7ng a webinar
SEARCH ADS- Ads tackling a keyword on google
DISPLAY ADS- Ads on Google Display Network

PERFORMANCE GOALS & KPIs 2020
1. First page on Google on top 20 keywords.
2. Monthly CPL KPI reached.
3. Website traﬃc monthly KPI reached.
4. Monthly Leads growth rate KPI reached.

PERFORMANCE MARKETER
DELIVERABLES
1 SEO Report a week.
1 Cost Report a week.
1 Conversion Report a week.
Weekly sugges=ons on improvements.

D. LEAD NURTURING & SALES
QUALIFICATION

LEAD NURTURING
1. Contact database cleanup
2. Segmenta7on Spectrum
3. Contact proper7es scheme
4. Buyer’s journey deﬁni7on

STEPS TO LEAD NURTURING
1. Sekng SMART goals
2. Selec7ng Personas
3. Crea7ng Content
4. Iden7fying Timeline Start-Mid-End
5. Measuring and improving - Accurate tracking

NURTURE LEADS AFTER…
1. Aler ﬁrst conversa7on
2. Aler they downloaded content oﬀer
3. Aler they subscribe to your blog
4. Aler they request a trial or demo
5. Re-engagement

NURTURE LEADS DURING…
1. Onboarding
2. Service educa7on
3. New service
4. Support resources
5. Pro-services recommenda7ons
1. Asking for a referral
2. Re-engagement
3. Feedback
4. Renewals
NEW CUSTOMERS
EXISTING CUSTOMERS
}
}

LEAD QUALIFICATION SERVICE
Sales-Ready Unready Hand Raisers
Good Fit
Bad Fit

WHEN TO HANDOFF TO SALES
A LEAD becomes an MQL when
they raise their hand and pass
the LEAD QUALIFICATION
TEST.

CLOSED LOOP REPORTING
MARKETING SALES
HUBSPOT
CRM
PURPOSE OF CLOSED LOOP REPORTING:
1. Track conversions
2. Track Lead Quality
3. Track CAC
4. Op7mize channels and eﬀorts
CLOSED LOOP REPORTS IS REVIEWED ONCE A MONTH BY SALES AND MARKETING TEAM.

ENGAGE - SALES TEAM PLAYBOOK

As a salesperson, you have more
skin in this game than anyone
else at your company.

Why does nobody
TRUST as SALES
PERSON?

Because most sales
people haven’t
ADAPTED to the
MODERN ERA

Before the internet
people NEEDED
salesmen

Now people can ﬁnd
alternatives and
information online

The BUYER has more
POWER than ever
before

Sales is about building
HELPFUL RELATIONS
with your prospect

OUTDATED SALES PROCESS
1. DEMO
2. PROSPECT
3. CLOSE

BUYERS DON’T WANT TO BE
PROSPECTED, DEMO’D, OR CLOSED IN
YOUR SALES PROCESS.
THEY WANT TO BE EDUCATED,
SUPPORTED, AND GUIDED THROUGH
THEIR BUYING PROCESS.

Key questions in a buyer’s mind
What’s included in your oﬀering?
What does it cost?
How does it compare to compe7tors?
Who else is using your oﬀering - and do they like it?

Buyer’s journey recap

STAGE DEFINITION
DURING THE AWARENESS STAGE the buyer has become aware of their PROBLEM, not our SOLUTION.
DURING THE CONSIDERATION STAGE the buyer is considering and comparing diﬀerent SOLUTIONs.
DURING THE DECISION STAGE the buyer has decided on a SOLUTION and wants to know how to con7nue.

DURING AWARENESS ASK:
• How do buyers describe their goals or challenges?
• How do buyers educate themselves on these goals or challenges?
• What are the consequences of inac=on by the buyer?
• Are there common misconcep=ons buyers have about addressing the goal or challenge?
• How do buyers decide whether the goal or challenge should be priori=zed?

DURING CONSIDERATION ASK:
• What categories of solu=ons do buyers inves=gate?
• How do buyers educate themselves on the various categories?
• How do buyers perceive the pros and cons of each category?
• How do buyers decide which category is right for them?

DURING DECISION ASK:
• What criteria do buyers use to evaluate the available offerings?
• What do buyers like about your offering compared to alterna=ves?
• What common concerns do buyers have with your offering?
• Who needs to be involved in the decision? How does each person’ perspec=ve on the decision differ?
• Do buyers want to try your offering before they purchase it?
• Outside of purchasing, do buyers need to make addi=onal prepara=ons, such as implementa=on plans or
training strategies?

QUALIFICATION PROCESS
OLD (BANT)
Budget
Authority
Need
Timing
NEW (CGP, TCI, BA)
Challenges
Goals
Plans
Timeline
Consequences
Implica=ons
Budget
Authority

CGP, TCI, BA

PROSPECT - Any anonymous visitor to website or channels.
LEAD - Any individual who has submitted information (form, webinar, gated
content…)
MQL - A hand raiser. Anyone who has raised their hand and asked for
information (sales meeting setup, chatbot…)
SQL - An individual who has been qualiﬁed by the sales team through CGP,
TCI, BA process.
OPPORTUNITY - A contact who has been deemed by the sales team as a
real opportunity.
CUSTOMER - An active paying member of the company.
DEFINING DEAL STAGES

Sales Process
Connect Explore AdviseIdentify

VISUALISED SALES
Contact
Customer
Sales
Process
Close
Inbound
Marketing
MQLs
Hand raisers after inbound process.
Call, Email, or schedule meeting with customer.
Perform a series of connections until a decision is arrived.
Mark down as won or lost, handoff when necessary.

SALES PROCESS DEFINITION
IDENTIFY PHASE - Helping the prospect iden7fy a problem. The experience you want is adding a
name to a problem they didn’t know they had.
CONNECT PHASE - Consulta7on to help the buyer diagnose their situa7on. Show a GENUINE
INTEREST in helping your prospect accomplish their goals and reach their challenges.
EXPLORE PHASE - Explore diﬀerent solu7ons for the client. You’re the expert, so asses how you
can help the client more than they can help themselves.
ADVISE - Present a tailored solu7on and presenta7on and model that advises them on their
par7cular situa7on.

BUYER IDENTIFICATION
ACTIVE BUYER
A buyer who has done their research and is
currently looking to purchase.
PASSIVE BUYER
People who aren’t looking to buy but might
be interested in the future.
FOCUS ON ACTIVE BUYERS

TEAM STRUCTURE 2020
Head of Sales
Sales Agent 1
Sales Agent 2

TEAM STRUCTURE LONG TERM PLAN
Head of Sales
Inbound Sales
Manager
Inbound Agent A
Inbound Agent B
Inbound Agent C
Outbound Sales
Manager
Outbound Agent
A
Outbound Agent
B

SALES AGENT GOALS & KPIs 2020
1. Average MQL response =me under 24 hours.
2. Monthly Win rate KPI reached.
3. Monthly Sales reached.
4. Monthly Cold Marke=ng Leads growth rate KPI reached.

SALES AGENT DELIVERABLES
1 Sales Report a week.
1 Conversion Report a week.
15 Cold Calls a week.
15 Cold Calls a week.

SALES TEAM GOALS
SALES TEAM main goals is to reach
monthly SQL, CLIENT, & WIN RATE
quotas and work with MARKETING
TEAM to achieve CAC & CLOSE RATE
goals

IDENTIFY - CGP

THE GOAL IN THIS PHASE IS TO
IDENTIFY LEADS WITHIN THE
LARGE POOL OF AVAILABLE
PROSPECTS.

Most salespeople do a good job of star=ng with their target
market, but they have trouble ﬁnding good leads within that
market.
AN INBOUND SALES STRATEGY FLIPS THE IDENTIFY STAGE
ON ITS HEAD.

Start by targeting the people
who might already be interested.
The majority of buyers start researching potential solutions long before engaging with salespeople.

DETERMINING LEAD QUALITY:
• Are there economic factors that make a customer ideal or not ideal?
• Is there a certain =me frame when your product or service is more likely to be a priority for someone?
• Are there market segments that are ideal or not ideal to sell into?
• Are there geographic loca=ons that are ideal or not ideal?
• Are there legal standards or other requirements that might exclude someone from purchasing your product
or service?

FOCUS ON MEASURING HOW
WELL A PERSON COMPARES TO
YOUR IDEAL CUSTOMER
PROFILE.

DEFINE TRIGGER EVENTS:
Anything that indicates that you
could provide immediate value
to someone.

GATHER AS MUCH DATA AS YOU
CAN ABOUT A LEAD.

CONNECT - TCI

AS AN INBOUND SALESPERSON,
YOU’LL REACH OUT TO BUYERS
IN A DIFFERENT WAY.

WHAT IS HUMAN?
Taking an empathetic,
personable approach to doing
business.

WHAT IS HELPFUL?
Providing people the insight and
guidance they need at each step
of the buyer’s journey

WHAT IS HOLISTIC?
Providing the same level of
human, helpful service to people
at every stage of the lifecycle.

IF YOUR OUTREACH IS HUMAN,
HELPFUL, AND HOLISTIC, IT’S
INBOUND.
IF YOUR OUTREACH FOCUSES
SOLELY ON TRYING TO PUSH A
PRODUCT, IT ISN’T.

Start by Deﬁning the categories
of interests your buyers might
have that your company can
help with

NOT EVERY INBOUND LEAD YOU
CONTACT WILL BE READY TO
MOVE TO THE EXPLORE PHASE.
MOVE THEM BACK THE FUNNEL.

IF YOU CAN’T IDENTIFY A NEED
YOU CAN HELP WITH, DON’T PUSH!

“I don’t understand why people get
mad when they are rejected by
somebody, or something. They have
done you a favour by not wasting
your time and playing with you.”
Keanu Reeves

EXPLORE

When you can’t get prospects on
the phone:
• Keep ﬁnding helpful ways to reach out.
• Use technology to automate certain parts of your outreach.
• Be ready to transition to the explore phase of your inbound
strategy

Your goal should be to build your
credibility with the buyer so that
they’ll trust your advice and
want to spend more time with
you.

Educated them on a goal or
challenge they’re currently
facing.

Best Practices for Outreach Sequences:
• Inventory your existing content.
• Keep messages short.
• Reference the buyer at least twice as much as you mention yourself.
• Focus on being helpful.
• Personalize email subject lines.
• Use your personal voice and style.

Personalization is at the heart of
inbound sales. Every message
you send should be personalized
to the person receiving it.

Your GOAL is to explore buying
options with the prospect

ADVISE - BA

Many salespeople deliver the
same presentation and same
case studies to all buyers.

Salespeople who use an inbound
strategy tailor the presentation
to the buyer’s context.

Inbound salespeople also determine buyer timelines differently.
Instead of using discounts and promotions to get buyers to
purchase on the seller’s timeline, inbound salespeople understand
the buyer’s timeline and adjust the sales process to it.

If you’ve done your due diligence during the earlier parts of your
sales strategy, then in this ﬁnal stage you’ll be able to use the
information you’ve gathered to advise your prospects on a path
forward.

You serve as a translator between the broad
messaging found in your company’s content and
the unique needs of your buyer
You need to eﬀec=vely advise your prospect on
next steps and get their commitment to move
forward

DON’T MAKE THE MISTAKE OF
SENDING A PROPOSAL OR
CONTRACT TO YOUR PROSPECT
AND LEAVING THEM TO WORK
THROUGH IT ALONE.

Book a meeting with your
prospect so you can guide them
through the particulars of what
they’re agreeing to.

Goals for Presentation
• Recap what you’ve learned about the prospect’s goals and challenges so they
know you completely understand their situation.
• Suggest ways to achieve their goals and overcome their challenges using your
service or product.
• Conﬁrm the prospect’s budget, decision-making process, and timeline.
• Commit them to follow through on the plan you’ve worked with them to
develop.

PRESENTATION FLOW
TRADITIONAL - OLD INBOUND - NEW
1. Here’s who we are.
2. Here’s who we’re working with.
3. Here are the things that you told me.
4. Here’s how we’re going to solve the
problem.
5. Here’s where you sign.
THE PRESENTATION IS ALL ABOUT ADDING VALUE.
1. Here’s what I heard you tell me.
2. Here’s how most people in your situa=on think about
making this change.
3. Here are the pros and cons to the diﬀerent
approaches you can take.
4. Here’s the approach that will yield the best outcome
for you.
5. Here’s why this choice makes the most sense for you.

RECAPPING WHAT YOU’VE
LEARNED FROM PREVIOUS
SALES CONVERSATIONS.
The plan you’re about to present will close the gap
between where they want to be and where they are now

IMPRESS UPON YOUR BUYER
THAT YOU’RE UNIQUELY SUITED
TO HELP THEM.

AVOID SHOWING OFF ALL THE FEATURES OF YOUR PRODUCT.
MOST BUYERS AREN’T CONCERNED WITH LEARNING ABOUT ALL THE
FEATURES OF YOUR PRODUCT OR SERVICE.
MOST BUYERS ARE INTERESTED IN DISCOVERING WHICH OF THOSE
FEATURES TRANSLATE INTO VALUE FOR THEM.
Ensure you have complete buy -in from your prospect that your offering is the
right one for them.
Confirm how and when they’ll make the decision and how they’ll afford the
investment.

CONFIRM THE DECISION
• Confirm the timing.
• Confirm your prospect’s budget.
• Confirm the prospect’s budget, decision-making process, and timeline.
• Understand how your prospect typically goes about making a purchase.
HELP THE BUYER MAKE THE DECISION

The 1–10 Closing Technique
1. From 1 to 10, where 1 is “I’m not interested in working with you,” and 10 is “Sign
me up now,” what number are you?
2. Really? I’m surprised you picked a number so high. Based on our
conversations, I ﬁgured you’d be much closer to a [lower number]. Why did you
pick [their number]?
GET THE PROSPECT TO TELL YOU WHY THEY WANT TO BUY.

YOU’RE NOT TRYING TO SELL —
YOU’RE TRYING TO HELP THEM
BUY.

WORD OF MOUTH ENABLEMENT

OUR CURRENT CLIENTS ARE
ALSO OUR BEST PROMOTERS

DON’T LEAVE WORD OF MOUTH
IT TO CHANCE

CUSTOMER SUCCESS MANAGEMENT
Listening
80 %
Talking
20 %

The FUTURE of retail

Inbound Guidelines - The Crunch

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