The sales landscape is changing, but is your sales organization keeping up? Jay Gaines (VP and Group Director, SiriusDecisions), Mark Roberge (CRO, HubSpot), and Pete Gracey (COO, AGSalesworks) explain what teleprospecting best practices look like today, and why your organization would benefit from implementing them.

1. Teleprospecting the
Inbound Way
Live Webinar:
Tuesday, October 29, 2013, 1pm EST
Speakers:
Jay Gaines, SiriusDecisions
Pete Gracey, AG Salesworks
Mark Roberge, HubSpot
Ask your questions now at #SalesWebinar
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2. #SalesWebinar
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3. MEET YOUR EXPERTS:
Pete Gracey
Chief Operations Officer
AG Salesworks
@Peter_Gracey
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4. MEET YOUR EXPERTS:
Jay Gaines
Vice President & Group Director
SiriusDecisions
@izjay
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5. MEET YOUR EXPERTS:
Mark Roberge
Chief Revenue Officer
HubSpot
@markroberge
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6. HOUSEKEEPING NOTES
 Webinar is being recorded and will be sent
out afterwards
 Interact with us on Twitter: #SalesWebinar
 Ask questions in the questions panel here
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7. AGENDA
1. The Case for Teleprospecting
2. The Case for Inbound Selling
3. Combining Teleprospecting and Inbound
Selling
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8. The Case for
Teleprospecting
Jay Gaines
Vice President and Group Director
SiriusDecisions
@izjay
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9. Agenda
•
The Critical Role of Teleprospecting
– The end-to-end life of a lead
– The glue that binds marketing and sales
– Teleprospecting in the demand waterfall
•
Teleprospecting: Data From The Field
– Lead quality
– Coverage model
– Activity metrics
•
Six Steps To Strategic Teleprospecting
1. Aligned activities
2. Role specialization
3. Career paths
4. Enablement
5. Integration
6. Partners
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9

10. The Critical Role
of Prospecting.
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11. Complex Sale Lead Management Mechanics
SiriusPerspective: For businesses with larger, complex sales a pure teleprospecting
layer is required for effective lead qualification and routing.
Marketing
Target agreement
Programs/tactics
Teleprospecting
Disposition rules
Volume rules
Notification
Source
Sales
Timeframe
Accept/reject rules
Notification
Deliver
Accept/
Reject
Accept
Lead definition
Scoring
Nurture
MQL definition
Engagement rules
DQ rules
Qualify
CRM adoption
Engagement rules
DQ rules
Qualify
Qualify
Accept
Disposition rules
Volume rules
Notification
Timeframe
Accept/reject rules
Notification
Deliver
CRM adoption
DQ rules
Timeframes
Accept/
Reject
Reject
11
Reject
Disqualify
Pipeline
Disqualify
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12. Teleprospecting Makes Marketing and Sales Better
SiriusPerspective: A high-performing teleprospecting function binds
marketing and sales in a cohesive demand process.
Low
Leverage
Sales
• High quality, one-to-one
function
• Focus on deals that are
moving
Teleprospecting
Marketing/Lead Gen
High
Leverage
• Quality/volume
• Purity is key
• High volume
• Focus on
improving
efficiency of
higher value
functions
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13. The Demand Waterfall
Inquiry
Outbound
Inbound
Marketing Qualification
Automation Qualified Leads (AQLs)
Teleprospecting Accepted Leads (TALs)
Teleprospecting Qualified
Leads (TQLs)
Teleprospecting Generated
Leads (TGLs)
Sales Qualification
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Sales Qualified Leads (SQLs)
Close
Won Business
1
3
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14. Phase Two: Marketing Qualification
SiriusPerspective: Our results peel back the particulars on what used to be a
more simplistic marketing qualified lead statistic.
Inquiry
Outbound
Inbound
INQ-AQL
AQL-TAL
TAL-TQL
YP100
47.5
81.0
23.3
8.9
Marketing Qualification
Automation Qualified Leads (AQLs)
Teleprospecting Accepted Leads (TALs)
Teleprospecting Qualified
Leads (TQLs)
Teleprospecting Generated
Leads (TGLs)
Sales Qualification
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Sales Qualified Leads (SQLs)
Close
Won Business
35 percent allow between 75 and 100
percent of inquiries to flow to AQL
Watch for…a decline here and equal/better
results below as a sign of scoring efficacy
90 percent or greater should be the goal to
indicate tight marketing/tele bond
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1
4

15. The Demand Waterfall: Inbound
Inquiry
Outbound
Inbound
• Over 60% of
inquiries
• Not Web only
• Blend of Web,
email, chat,
phone
• Strong process,
unique skills
Marketing Qualification
Automation Qualified Leads (AQLs)
Teleprospecting Accepted Leads (TALs)
Teleprospecting Qualified
Leads (TQLs)
Teleprospecting Generated
Leads (TGLs)
Sales Qualification
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Sales Qualified Leads (SQLs)
Close
Won Business
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1
5

16. Teleprospecting:
Data from the
Field
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17. Lead Level of Qualification
SiriusPerspective: Nearly 75 percent of respondents indicate that
they use teleprospecting to qualify to lead level 3 or higher.
10.3%
16.2%
45.6%
7.4%
20.6%
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1

18. Do We Have the Right Teleprospecting Coverage Model?
SiriusPerspective: It can take 9 to 12 contact attempts to reach a lead,
but teleprospectors make just six attempts, on average, over a fourweek period.
6
swings
28
days
59%
36%
5%
phone
email
DM
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1
8

19. Outbound Teleprospecting Activity Metrics
SiriusPerspective: Better targeting and use of technology
contribute to higher connect rates on outbound dials.
Activity Metric (measured daily)
Mean
Median
Call volume
65
50
Connect rate
31%
20%
Conversation rate
25%
20%
Conversation conversion rate
23%
20%
1.17
0.4
Callback rate
11%
8%
Email sends
72
30
14%
10%
TQL per day per rep:
Email response rate
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1

20. Inbound Teleprospecting Activity Metrics
SiriusPerspective: The wide gap between mean and median on inbound
activity metrics reflects how few companies drive huge volume through
inbound marketing.
Activity Metric (measured daily)
Mean
Median
Call volume
20
10
Email volume
22
12
Chat volume
13
2
TQL output
10
3
26%
15%
Inquiry-to-TQL conversion rate
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2

21. Six Steps to
Strategic
Teleprospecting.
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22. Step 1: Align Activities
SiriusPerspective: Align teleprospecting activities with key sales
and marketing go-to-market strategies.
Sales
Teleprospecting
ENABLE
Key
Accts
Marketing
Small-Net
Fishing
SEED
SEED
Enterprise/
Territory
ACCELERATE
CREATE
ENABLE
NURTURE
(and inbound)
Outbound/Inbo
und
ACCELERATE
SEED
Small/Mid-size Business
(Small deals)
CREATE
ENABLE
NURTURE
Inbound
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2
2

23. Two: Role Specialization
SiriusPerspective: Split inbound from outbound to align with
changing buying dynamics and better support sales and
The Lead
The
The Mailman marketing efforts. Networker
The (Social)
The
The First
Whisperer
The
Chatter
Field
Nurse
INBOUND
Recycler
Responder
OUTBOUND
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23

24. Three: Career Paths
SiriusPerspective: Establish career paths to encourage retention
and improve quality of the teleprospecting function.
• Alternative hiring profiles
• Structured career paths
within the
teleprospecting function
• Defined paths to inside
and field/ channel sales
• Support with formal
mentoring and coaching
programs
2
4
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25. Four: Enablement
SiriusPerspective: Invest in the tools and training specific to the unique
needs of teleprospectors.
PROCESS
SKILLS
KNOWLEDGE
FOUNDATIONAL
ADVANCED
Company, products, solutions  Target
markets  Messaging fundamentals 
Sales territories & org structure
Marketing programs
Playbooks / call guides
Certification  Mrktng
calendar
Portal / website
Targeted Personas / Buying process
Competition & differentiation
Social insights
Written and verbal communication
Active listening
Call prep / premise for each call
Prospect / account research
Contact discovery
Phone / social selling training
Call reviews / role plays
Mentoring / Coaching
Objection handling
Inbound / proactive chat
Light demos / presentations
Trial management
Triage
Handoffs from marketing /to sales or
channel
Lead rejection and disqualification
Activity tracking
Lead routing rules
Service level
agreements
SFA / MAP
Lead management
Pre-MQL and recycle nurture
Lead scoring and profiling
Dashboarding
Segmentation
Required elements
Buyer journey maps
Competitive Matrixes
Social monitoring tools
Enablement vehicles
Sales portal / Chatter-like
tools for knowledge sharing
Product and tools training
SFA / MAP
SLAs
Online training
2
5
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26. Five: Integration
SiriusPerspective: Incorporate teleprospecting into program
planning…as more than an afterthought for “followup.”
• Include
teleprospecting in
planning exercises
• Target account
programs/account
intelligence
• Feedback loops
• Message testing
• Debrief cadence
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2
6

27. Six: Leverage Partners
SiriusPerspective: Think strategically about how you use service providers
to outsource or complement your internal teleprospecting efforts.
• To pilot new programs
• To augment existing skill
sets
• To extend the team
• To reduce complexity
• To scale the effort
• To support specific
programs
or initiatives
• To foster competition
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2
7

28. The Case for
Inbound Sales
Mark Roberge
Chief Revenue Officer, HubSpot
@markroberge
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29. AGENDA
1. Transform the way you target leads
2. Transform the way you prospect leads
3. Transform the way you connect with leads
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30. Transform the
way you target
leads.
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31. Inbound Flips the “Good Fit/Has Pain”
Model on Its Head. Filtering Leads is a
Must.
OUTBOUND SALES
Good Fit
Has Pain
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32. Inbound Flips the “Good Fit/Has Pain”
Model on Its Head. Filtering Leads is a
Must.
OUTBOUND SALES
INBOUND SALES
Good Fit
Has Pain
Has Pain
Good Fit
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33. Transform the
way you prospect
leads.
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34. How a Traditionally Trained Sales Person
Prospects an Inbound Lead
#1
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process
with our state of the art electronic signature
technology. Are you free at 1 PM tomorrow to
discuss?”
5/27 at 3 PM
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35. How a Traditionally Trained Sales Person
Prospects an Inbound Lead
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their
closing process with our state of the art electronic signature technology. Are you free at 1
PM tomorrow to discuss?”
#2
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with our
state of the art electronic signature technology. Are you
free at 1 PM tomorrow to discuss?”
5/29 at 2 PM
#SalesWebinar

36. How a Traditionally Trained Sales Person
Prospects an Inbound Lead
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
#3
“Hi Mark. This is John from XYZ Company. We help sales
executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1
PM tomorrow to discuss?”
6/1 at 4 PM
#SalesWebinar

37. How a Traditionally Trained Sales Person
Prospects an Inbound Lead
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with
our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #3: 6/1 at 4 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
#4
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with
our state of the art electronic signature technology. Are
you free at 1 PM tomorrow to discuss?”
6/4 at 3 PM
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38. How an Inbound Trained Sales
Person Prospects an Inbound Lead
360 View of a Lead’s Engagement with Your Company
Research
Monitor and
React
Inbound Prospecting Approach
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39. Monitor Lead Engagement, Not Their PR
Traditional
Sales
•
Monitors news and press
Inbound Sales
•
about leads
•
Calls on these trigger
Monitors lead engagement with
your company
•
Calls to help
events
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40. How an Inbound Trained Sales
Person Prospects an Inbound Lead
Research
Social Media
Website
Email
Monitor and React
Inbound Prospecting Approach
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41. How an Inbound Trained Sales
Person Prospects an Inbound Lead
http://getsignals.com
Research
Email
Monitor and React
Inbound Prospecting Approach
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42. How an Inbound Trained Sales
Person Prospects an Inbound Lead
Research
Monitor and React
HOW DOES
THAT WORK?
Inbound Prospecting
Approach
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43. How an Inbound Trained Sales
Person Prospects an Inbound Lead
#1
“Hi John. This is Mark from HubSpot. I noticed you
downloaded our eBook on B2B Lead Generation through
Facebook. I took a look at your company Facebook presence
and had two quick ideas to run by you. I will email them to
you now. Let me if you would like to go over them.”
5/27 at 7 AM
#SalesWebinar

44. How an Inbound Trained Sales
Person Prospects an Inbound Lead
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through
Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email
them to you now. Let me if you would like to go over them.”
#2
“Hi John. This is Mark from HubSpot. I found a case study
of one of you customers that is in your industry that
increased their lead flow by 50% using Facebook. I will
email you the case study and am happy to walk you through
their process when you have a moment.”
5/29 at 6 PM
#SalesWebinar

45. How an Inbound Trained Sales
Person Prospects an Inbound Lead
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased
their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process
when you have a moment.”
#3
“Hi John. This is Mark from HubSpot. I actually ran
your marketing grader report side-by-side with the
HubSpot customer in your vertical. The report yields a
few additional opportunities for lead generation in
social media. I’ll email you the report now and am
happy to walk you through it.”
6/1 at 12 PM
#SalesWebinar

46. How an Inbound Trained Sales
Person Prospects an Inbound Lead
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me
if you would like to go over them.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their
lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you
have a moment.”
6/1 at 12 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in
your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now
and am happy to walk you through it.”
#4
“Hi John. This is Mark from HubSpot. I have not heard
back from you so I am going to assume that generating
more leads through social media in 2013 is no longer a
priority. Call me anytime if things change.”
6/4 at 10 AM
#SalesWebinar

47. LTV COCA
LTV / COCA
Apply Science to Optimize the Prospecting Cadence
Attempt #
Attempt
All Leads
Enterprise
Erin Leads
Small Business
Ollie Leads
Mid Leads
OllieMarket
* Data has been altered from actual HubSpot data for the purposes of this presentation.
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48. Transform the way
you connect with
leads.
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49. The Old School Sales Process: Call High
“Let’s talk profit margins and growth!”
“Yes! Let’s.”
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50. When Old School Tries to Go New School
“Let’s talk profit margins and growth!”
“Huh?”
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51. Transform Your Connect Strategy To Leverage
Influencers
“I noticed you
downloaded our eBook.
What specific questions
did you have?”
“Wow! This is really
helpful. Can you keep
helping me?”
 Build trust with the influencer by helping them with their
problems.
 Ask for the influencers help to engage with the Decision
Maker
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52. Transform the way your
prospects perceive your
sales people.
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53. Always
Be
Closing
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54. Always Be Closing
ALWAYS
BE
HELPING
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55. Train Sales to “Live” in your Prospects’
World
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56. Set Them Up to be Thought Leaders
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57. Inbound Sales feels more
like a Doctor/Patient
relationship than a
Sales/Prospect relationship
#SalesWebinar

58. Teleprospecting
and Inbound
Sales: Discussion
Pete Gracey
COO, AGSalesworks
@Peter_Gracey
#SalesWebinar

59. #SalesWebinar
#SalesWebinar

60. FINAL THOUGHTS
Teleprospecting
• The Critical Role of Teleprospecting
• Teleprospecting: Data From The Field
• Seven Steps To Strategic Teleprospecting
The Case for Inbound Selling
• Transform the way you target leads
• Transform the way you prospect leads
• Transform the way you connect with leads
#SalesWebinar

61. THANK
YOU!
#SalesWebinar

62. YOUR SECONDARY CTA
http://getsignals.com
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63. Stay in
Touch
#SalesWebinar
@SiriusDecisions
@AGSalesworks
@HubSpot
#SalesWebinar