Rod Sloane presented on improving lead generation strategies. He discussed defining qualified leads, improving sales and marketing alignment, understanding the customer buying cycle, and developing a universal lead definition and sales lead institute program. The key messages were on analyzing current lead generation effectiveness, documenting customer journeys, setting sales and marketing responsibilities, and creating an action plan to improve pipeline generation through better lead management and alignment between teams.
This presentation, given at 2014 ASAE MMCC, provides questions that an Executive Director can ask their Marketing Director to start a conversation that will allow the ED and the Marketing Director to better understand each other and to get on the same page both strategically and tactically.
17 Stats on the Power of Proactive ProspectingOpenView
As if sales development reps didn’t have their jobs cut out for them already. Response rates are dropping, sales are becoming more complex, and as a result it’s getting more and more difficult to break through to the right person.
But does that mean prospecting is dead? Of course not. In fact, as the sales prospecting stats below show, smart SDRs are drawing on new skills and technology to help them develop a much-needed edge.
So don’t just sit there — jump on your leads, get to them first, leverage your network for referrals and connections, and above all, stay persistent and proactive!
Importance of Supporting the End-to-end Customer LifecycleKelley Curtin
A story told with statistics. Why it is so important for marketing, sales and customer service teams to align and work together to support the entire end-to-end customer lifecycle.
www.enablementgroup.com
Our new look newsletter features an insight into hiring managers preferences as well as some of our star candidates this month. Austin Benn are a specialist sales and marketing recruitment agency based in London.
Digital marketing tactics for customer development and valueConfluency Solutions
Most independent insuarance agents have a room for growth through customer development. The key to that development is communication. There are a few digital channels that can help, most are inexpensive, and implementing a customer development program is easy, but it's important to match the channel and content to your target customer. And that all starts with defining your target customer in the first place.
Richardson's 2018 Understanding Selling Challenges Research StudyRichardson
Richardson's 2018 Sales Challenges Research Study received over 350 responses to uncover the challenges faced by sales managers in the upcoming year. The research reveals sales problems and solutions and insights to overcome these obstacles.
This presentation, given at 2014 ASAE MMCC, provides questions that an Executive Director can ask their Marketing Director to start a conversation that will allow the ED and the Marketing Director to better understand each other and to get on the same page both strategically and tactically.
17 Stats on the Power of Proactive ProspectingOpenView
As if sales development reps didn’t have their jobs cut out for them already. Response rates are dropping, sales are becoming more complex, and as a result it’s getting more and more difficult to break through to the right person.
But does that mean prospecting is dead? Of course not. In fact, as the sales prospecting stats below show, smart SDRs are drawing on new skills and technology to help them develop a much-needed edge.
So don’t just sit there — jump on your leads, get to them first, leverage your network for referrals and connections, and above all, stay persistent and proactive!
Importance of Supporting the End-to-end Customer LifecycleKelley Curtin
A story told with statistics. Why it is so important for marketing, sales and customer service teams to align and work together to support the entire end-to-end customer lifecycle.
www.enablementgroup.com
Our new look newsletter features an insight into hiring managers preferences as well as some of our star candidates this month. Austin Benn are a specialist sales and marketing recruitment agency based in London.
Digital marketing tactics for customer development and valueConfluency Solutions
Most independent insuarance agents have a room for growth through customer development. The key to that development is communication. There are a few digital channels that can help, most are inexpensive, and implementing a customer development program is easy, but it's important to match the channel and content to your target customer. And that all starts with defining your target customer in the first place.
Richardson's 2018 Understanding Selling Challenges Research StudyRichardson
Richardson's 2018 Sales Challenges Research Study received over 350 responses to uncover the challenges faced by sales managers in the upcoming year. The research reveals sales problems and solutions and insights to overcome these obstacles.
7 critical points every seller should know before selling their businessPaula Carr
When it comes to selling a business, most business owners don't even know where to start or which questions to ask. The entire selling process may seem confusing and overwhelming. Some owners turn to their accountant or legal professional for advice, but those professionals represent only a fraction of the overall solution. When you consider that in a typical selling situation there are no less than four different professionals involved in the transaction ranging from accountants to investment bankers, it is easy to see why many people are afraid to even begin the process.
If you've been thinking of selling your business, let us guide you through the process, relieving the stress of selling on your own and eliminating any obstacles that may appear along the way.
www.murphybusiness.com/raleigh
Marketing's magic metric
Elasticity is a misunderstood and neglected metric that can help marketers choose the best prices, the best promotions, the best media and so achieve optimum brand value, a leading academic has argued.
Writing in the current issue of Market Leader, Robert Shaw, honorary professor of marketing analytics at Cass Business School, described popular metrics such as awareness, engagement, loyalty and satisfaction as being helpful for brand beauty contests.
"But to pragmatic decision-makers they're as useful as sunroofs on submarines," he said.
Take price – "the litmus test of successful marketing" – where a premium signifies brand strength, differentiation and customer preference.
Cutting the price should theoretically increase revenues and market share, but Shaw pointed to the cautionary tale of General Motors which chased market share and ended up bankrupt.
"Smart decision-makers scrutinise revenue-growth and also take account of cost-growth," he averred, and they can pinpoint the precise price to optimise brand value.
That could mean raising prices and conceding market share while growing brand value. Or the opposite. "There are no cast-iron generalisations and the right decision depends on the details of the value calculations," Shaw advised.
A similarly pragmatic approach needs to be taken to decisions on promotions, which consumers have come to expect, but which can often damage brand value.
Shaw highlighted cannibalisation and rebates as big destroyers of brand value but added that, "judiciously planned, promotions are a major source of value for brand owners".
Turning to media elasticity, Shaw said this was typically much lower than price or promotional elasticity, with the law of diminishing returns setting in rapidly.
But knowledge of diminishing returns curves could enable planners to set an overall media budget that would help them both to find the total budget that optimised value-added and to select a mix of media that optimised value for a given total budget.
"Elasticity is not an esoteric concept," he declared. "This neglected metric deserves to be better known and more widely used."
12 Interview Questions to Ask Every Sales Manager Candidate?HubSpot
Making the right hires is an integral part of creating a successful team, especially in sales. These are 12 interview questions that you should ask every sales manager candidate.
17 Demand Generation Statistics Every CMO Needs to SeeHubSpot
Understanding which KPIs really matter is critical to determining the success of your marketing programs. Check out the highlights from our Demand Generation Benchmarks Report!
Sales enablement technology has been making big waves in the B2B space recently. But do you know how to get the most ROI from your investment? Learn 10 ways that sales enablement can add value to sales and marketing processes and impact the bottom line!
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Live Webinar: Crash Course to Lead Nurturing LinkedIn
Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
30 Must-Know Sales Prospecting Stats InfographicRAIN Group
This infographic highlights 30 must-know stats from the RAIN Group Center for Sales Research's recent analysis of 488 B2B buyers and 489 sellers to determine what's working in prospecting today.
See how a LeadLife customer successfully implemented a lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
By viewing this online presentation, you will also see how they :improved their overall conversation rates by 1.5-3x; increased the quality of leads going to Sales; expanded their transaction size and increased marketing ROI
If you would like to automate lead scoring and nurturing, improve quality of leads passed to sales, or gain visibility into your leads, this presentation is for you!
7 critical points every seller should know before selling their businessPaula Carr
When it comes to selling a business, most business owners don't even know where to start or which questions to ask. The entire selling process may seem confusing and overwhelming. Some owners turn to their accountant or legal professional for advice, but those professionals represent only a fraction of the overall solution. When you consider that in a typical selling situation there are no less than four different professionals involved in the transaction ranging from accountants to investment bankers, it is easy to see why many people are afraid to even begin the process.
If you've been thinking of selling your business, let us guide you through the process, relieving the stress of selling on your own and eliminating any obstacles that may appear along the way.
www.murphybusiness.com/raleigh
Marketing's magic metric
Elasticity is a misunderstood and neglected metric that can help marketers choose the best prices, the best promotions, the best media and so achieve optimum brand value, a leading academic has argued.
Writing in the current issue of Market Leader, Robert Shaw, honorary professor of marketing analytics at Cass Business School, described popular metrics such as awareness, engagement, loyalty and satisfaction as being helpful for brand beauty contests.
"But to pragmatic decision-makers they're as useful as sunroofs on submarines," he said.
Take price – "the litmus test of successful marketing" – where a premium signifies brand strength, differentiation and customer preference.
Cutting the price should theoretically increase revenues and market share, but Shaw pointed to the cautionary tale of General Motors which chased market share and ended up bankrupt.
"Smart decision-makers scrutinise revenue-growth and also take account of cost-growth," he averred, and they can pinpoint the precise price to optimise brand value.
That could mean raising prices and conceding market share while growing brand value. Or the opposite. "There are no cast-iron generalisations and the right decision depends on the details of the value calculations," Shaw advised.
A similarly pragmatic approach needs to be taken to decisions on promotions, which consumers have come to expect, but which can often damage brand value.
Shaw highlighted cannibalisation and rebates as big destroyers of brand value but added that, "judiciously planned, promotions are a major source of value for brand owners".
Turning to media elasticity, Shaw said this was typically much lower than price or promotional elasticity, with the law of diminishing returns setting in rapidly.
But knowledge of diminishing returns curves could enable planners to set an overall media budget that would help them both to find the total budget that optimised value-added and to select a mix of media that optimised value for a given total budget.
"Elasticity is not an esoteric concept," he declared. "This neglected metric deserves to be better known and more widely used."
12 Interview Questions to Ask Every Sales Manager Candidate?HubSpot
Making the right hires is an integral part of creating a successful team, especially in sales. These are 12 interview questions that you should ask every sales manager candidate.
17 Demand Generation Statistics Every CMO Needs to SeeHubSpot
Understanding which KPIs really matter is critical to determining the success of your marketing programs. Check out the highlights from our Demand Generation Benchmarks Report!
Sales enablement technology has been making big waves in the B2B space recently. But do you know how to get the most ROI from your investment? Learn 10 ways that sales enablement can add value to sales and marketing processes and impact the bottom line!
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Live Webinar: Crash Course to Lead Nurturing LinkedIn
Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
30 Must-Know Sales Prospecting Stats InfographicRAIN Group
This infographic highlights 30 must-know stats from the RAIN Group Center for Sales Research's recent analysis of 488 B2B buyers and 489 sellers to determine what's working in prospecting today.
See how a LeadLife customer successfully implemented a lead scoring and nurturing system within their organization that increased their qualified leads by 78% and decreased their buy cycle time from months to weeks.
By viewing this online presentation, you will also see how they :improved their overall conversation rates by 1.5-3x; increased the quality of leads going to Sales; expanded their transaction size and increased marketing ROI
If you would like to automate lead scoring and nurturing, improve quality of leads passed to sales, or gain visibility into your leads, this presentation is for you!
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpadsaastr
According to a study from SiriusDecisions, the majority of buyers (81%) today make purchase decisions based on buying experience, over product or price. To meet buyers’ high expectations and manage the challenging sales landscape, companies must involve their entire organization in maturing the sales process- including after prospects sign on the dotted line. This session will outline a practical approach to growing revenue and retention by aligning sales, marketing, and customer success.
How Silicon Valley's Fastest Growing Companies Add a $100m in Revenue
The Truth about your Lead Generation
1.
2. Welcome to The
Truth about Your
Lead Generation
Rod Sloane
O2 TCR
#TTAYLG
June 19th 2012
3. About Rod
• Worked for IBM, CA, BAT, BT & BCPD
• Roles Sales, Marketing, Business Development
• Author 2 books, Sales and Marketing Alignment
Podcast
• Married, live in Ealing, play tennis and support
Blackpool FC
• Core Process "Showing Up"
6. What is Lead Generation?
"Lead generation is a marketing term used to
describe the generation of consumer interest or
inquiry into products or services of a business.
Businesses strive to generate 'quality' leads.
Quality is usually determined by the propensity
of the inquirer to take the next action towards a
purchase."
8. How do Sales People define a Qualified
Lead?
1. Buyer in target market willing to meet
53
2. Budget, Authority, Need & Timeframe
%
3. Authority, Need backed by trigger event 6
%
4. Contract and pen in hand, press hard
ha ses
r P urc
ajo
of M OT f y ear
7 3% N rt o rt
sta
at
ted Gen R epo
bu dge nd
De ma
9.
10.
11.
12.
13. Your new responsibility,
should you choose to
accept it is...
"To meet the short and
long term revenue
targets of your company
within the context of the
corporate strategy.”
14. About today
• Not tactical i.e. NOT 121 Lead Generation
Ideas
• Strategic
• What is your current Lead Gen doing for you?
• What's it costing you?
• How you can fix it.
16. CEO Speak on Lead Generation
"We need more better clients!"
"We need to lear n to ear n new
business better than we do today!"
What would your CEO say?
"We need to...."
17. According to the SLMA....
In the average company, what
percentage of marketing generated
raw leads ever make it to a closed
won deal? f
es t o
in b
3% 1 5% lass
c
18. Statistics for Qualified
Leads
10% will close within first three months
Another 16% will close within six months
Another 19% will close within one year
45% of all Qualified Leads buy within a year
How ef fective is your company at staying on
top of qualified leads?
27. Whatever you do don't
give unfiltered,
unqualified raw leads
to your Sales Team
28. Please discuss in pairs, at
a strategic level
• What Sales wants from Marketing
• What Marketing wants from Sales
• What the business wants from both of them
43. "Be an intelligent team,
learn when to do take the
appropriate action at the
appropriate time."
44. Average growth in Annual Company
Revenue
Top 20% had 31.6% average growth
Middle 50% had an 18.2% average growth
Bottom 30% a 6.7% average decrease
45. What do the top 20% do that's
different?
Sales and Marketing 1.9 meetings per
week, 69% more than other firms
Relationship between Sales and Marketing
is strong by 79% average is 61%
46. Percentage of the Sales
Forecasted
Pipeline Generated by Marketing
Top 20% had 40%
Middle 50% was 22%
Bottom 30% was 13%
47. Who is responsible for
what...
hold Marketing responsible for
quality and value of leads...
hold Sales responsible for quality
feedback and results
48.
49. What your company
needs to do. Focus on
1. Clients
2. Revenue
3. Culture
4. Language
5. People
50. An Action Plan
Plan
Customer Survey
Lead Definition Workshop
Build Customer Buying Cycle
Regular Sales and Marketing Alignment
meetings based on the Plan, CRM & clients
51. Required Actions - Level
1
Establish a formal planning process between
Sales and Marketing (Lead Definition, Scoring
and Go-to-market messaging)
Define roles and responsibility for Lead
Management Activity
Plan to adopt marketing technology
52. Required Actions - Level
2
Identify an individual or group responsible
for improving marketing performance
-- a marketing operations position
Marketing should involve sales in obtaining
"voice of the customer" input
Share results with key stakeholders
and decision makers
53. Required Actions - Level
3
Accelerate adoption of lead management &
MA
Invest in campaign management capabilities
- CBA for individual marketing campaigns
Sales better understands the goals and action
of marketing to better understand the buyers
per-sales journey
54. Universal Lead
Definition Workshop
1. Refine ULD as sales ready
2. Qualify leads based as ULD
3. Nuture early stage leads until sales ready
4. Define handoff process
5. Work on closing the loop
55. What I can work with
you on
Universal Lead Definition Workshop
Buying Cycle Workshop
Sales & Marketing Alignment Plan
56. The Sales Lead Institute
Starting Autumn 2012
6 month programme for you to decide which
of the latest SalesLead strategies you need
to adopt in your business
Small non competitive groups
57.
58. Thank You for
Listening
Please complete and return the
feedback form
Pickup your copy of Alignment