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![Good Data + Good Marketing
• Imagine what you could do with good data
• Imagine what you could do with good
marketing content
– Make a list of what you would do if you had both – what’s your new
reality ?
[
Some
Assembly
S5ll
Required
SALES
TEAM
J
]](https://image.slidesharecdn.com/multistakeholdersellingfinal-140917133712-phpapp01/85/Multi-Stakeholder-Selling-A-Modern-Approach-11-320.jpg)
Uploaded byDiscoverOrg
Multi-Stakeholder Selling: A Modern Approach
The document outlines a modern approach to multi-stakeholder selling, emphasizing the importance of engaging multiple contacts within organizations rather than relying on a single point of contact. It highlights the critical role of good data and relevant marketing content in driving sales success, as well as practical strategies for effective prospecting and follow-up. The authors stress the need for a collaborative effort across departments and the significance of understanding company dynamics to improve conversion rates and customer retention.
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Multi-Stakeholder Selling: A Modern Approach
- 1. Multi-Stakeholder Selling AModern Approach Andrew Angus Founder Switch Merge Carolyn Hollowell VP Marke5ng DiscoverOrg Stephen Hays Founder InsideSalesTeam.com 3x the Success
- 2. Not Happy WithL… • Number of New Meetings • Quality of Meetings • Conversion Rate • Win Rate • Sell Cycles Ending In “No Decision” • Sell Cycle Length • # of Prospects Going Dark • Customer Retention Rates • Penetration Rate in Current Accounts • Health of Relationships In Major Accounts
- 3. Childhood Lesson It’sok to ask more than one person. It usually leads to a better outcome. Mom said no. Dad said no. Grandma said yes.
- 4. Don’t Be ARobo-Dialer But calling the wrong person 10 x isn’t what we’re suggesting. Don’t Be Me
- 5. Single Point ofContact • Throughout every step of the lead generation and sales process – too many teams are relying on a single point of contact = Single Point of Failure PS. People Switch Jobs
- 6. Agreed, but whydoes it keep happening? • Original Inquiry • Comfort Zone with lower level “interested” person • Afraid to Rock the Boat • Demo Junkies / Demo Jockeys – Does it feel like your reps are having the same meeting 20 times without progressing the opportunity forward? All show no go
- 7. Multi-Stakeholder Process Poweringthe sale….all the way. • Getting in the door • Good discovery • Solid mutual action plan • Deep business discussions • Empowered champion • Perspective on top priorities – Decisions don’t live in one place any more. The world is more connected. Departments are more connected, budgets are more connected. – Yes, they should buy from you. But they also have 25 other things they should do. It’s not a vacuum.
- 8. Playing Kitchen •Marketing & sales efforts aligned to single point of contact is like playing kitchen. • Everyone looks busy, food is being “cooked” but everyone leaves hungry.
- 9. Ingredients to Success Good Data is Critical – Multi-departmental – Multi-divisional – Business plus functional areas – Peers, subordinates and superiors – Executive assistants are critical at sr. level Relevant Content • Vertical • Role • Situation • “Custom feel” • Credibility • Call to Action • Compelling / Fun / Hard Hitting • Combustion • Referral Support • Use cases are key • Supportive to each part of the sales process Full Integra5on within CRM We use Salesforce.com Click to Send Technology integrated with our marke5ng automa5on plaJorm within salesforce.com
- 10. Elements of GoodData Company Attributes • Size • Geography • Industry • Competitors • Trigger Events/ News – hires – financials – growth / downsizing – new products – mergers and acquisitions – projects / budget Initiatives • Application Usage Contact Attributes • Title • Role • Overview of role • Org Chart • Assistants • Tenure • Previous Employment • Trigger Events • Multi-departmental – IT, Marketing, Finance
- 11. Good Data +Good Marketing • Imagine what you could do with good data • Imagine what you could do with good marketing content – Make a list of what you would do if you had both – what’s your new reality ? [ Some Assembly S5ll Required SALES TEAM J ]
- 12. Mission Critical Investments • Two of our biggest investments are Data and Marketing Content Why… – Because we have to outperform others by 2 X – The level of people we hire demand it – Our customers solutions typically cut across departments and divisions
- 13. Sharing our SecretSauce DiscoverOrg • Information Technology • Marketing • Finance – We actually Track our usage of DiscoverOrg and Results – Direct tie between usage and quota attainment Switch Merge • Our next step forward • Mail Merge for Video • Direct from Salesforce.com – Leveraging our data – Leveraging our discipline – Impact to cost ratio through the roof
- 14. Carolyn demonstrates howto leverage data in multi-stakeholder selling throughout the sales process CAROLYN HOLLOWELL VP MARKETING DISCOVERORG Andrew presents the powerful combination of great data and great marketing content. ANDREW ANGUS FOUNDER SWITCH MERGE
- 15. Case Study forLost Leads • Don’t just work the lead work the company – More than 100 wins per month generated – Sourcing additional contacts – Additional research – Lost Leads + Lost Opportunities + Get Backs – Huge success that proves multi-stakeholder is critical
- 16. Practical Pointers ExecutiveAssistants are Critical to Success Treat them as if they’re the executive I’d prefer to take direction from you Show them you’ve done your homework 1st Know the lay of the land Know key stakeholders and reporting structure – Get on calendar – Get a referral ( identify the point person ) – Set follow ups as meetings
- 17. Prospecting Don’t hidethe fact that you’re reaching out to multiple people Show them you’re a real person, tell them why you’re continuing the effort… persistence counts.
- 18. Run the play…don’tfumble on the handoff • You don’t want to be the surprise behind door #3 • Coach, empower, engage and challenge • Set a minimum goal of “awareness” – Billboard Effect – Put together a champion deck that tells the story if you can’t be there in person It’s your job to make sure your “champion” doesn’t fumble the hand off.
- 19. Multi-Stakeholder Selling Avoidingsingle point of failure • Data Quality + Content + Multi Stakeholder Selling – Great data allows you to invest in great marketing – An effective inside team allows an even greater investment in marketing • Innovative content creation and delivery methods are important • If you’ve got a good story to tell, why would you want to only tell it to 1 person? – What % of your time are you spending selling to people that can only say “no” – At a minimum get decision maker “awareness”
- 20. The stakes arehigh. Treat it like a sport. Don’t Wimp Out Swing Away