Tailwind Strategies Overview Oct 2009

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Tailwind Strategies Overview Oct 2009

  1. 1. 3.0 Strategies for Improving B2B Sales & Marketing Results Bob Walmsley Tailwind Strategies Overview
  2. 2. Agenda <ul><li>B2B Buying Behavior has changed </li></ul><ul><li>Tailwind Strategies Solutions </li></ul><ul><li>Step 1 – Audit to Identify Bottlenecks </li></ul><ul><li>Step 2 – Modernize Processes </li></ul><ul><li>Step 3 – Best Practices Automation </li></ul><ul><li>Staying Connected </li></ul>
  3. 3. Founder & CEO Background <ul><li>Bob Walmsley </li></ul><ul><li>20 years of applying process and technology best practices to sales & marketing </li></ul><ul><li>Grew IONA Americas revenue from $35 to $103M in 3 years </li></ul><ul><li>B.S. Computer Science MIT </li></ul>
  4. 4. Advisory Board <ul><li>Andrew Clarke, VP Americas Marketing, Cognos </li></ul><ul><ul><li>Former head of field marketing for Siebel </li></ul></ul><ul><ul><li>B.S. USMA & MBA Harvard Business School </li></ul></ul><ul><li>Jim Gildea, Former CEO, Aegis Associates </li></ul><ul><ul><li>Founder </li></ul></ul><ul><ul><li>B.A. Dartmouth </li></ul></ul><ul><li>David James, Partner ,Swift River Investments </li></ul><ul><ul><li>Former CFO IONA Technologies </li></ul></ul><ul><ul><li>B.A. Penn, MBA Darden </li></ul></ul><ul><li>Bob Potter, CEO, Expressor Software </li></ul><ul><ul><li>Previously CEO Kalido </li></ul></ul><ul><ul><li>B.A. Providence, MBA Rhode Island </li></ul></ul><ul><li>Steve Smith, Former CEO, Optas </li></ul><ul><ul><li>His books include Data Warehousing, Data Mining and OLAP and Building Data Mining Applications for CRM </li></ul></ul><ul><ul><li>B.S. MIT, M.S. Harvard </li></ul></ul>
  5. 5. B2B Sales & Marketing Best Practices 90’s
  6. 6. 90’s Best Practices Sales (Give to get) <ul><li>Sales Manager </li></ul><ul><ul><li>Hire the best sales people </li></ul></ul><ul><ul><li>Train professionally and technically and reinforce </li></ul></ul><ul><ul><li>Motivate through compensation and recognition </li></ul></ul><ul><ul><li>Organize fairly </li></ul></ul><ul><ul><li>Stand-back but coach like hell </li></ul></ul><ul><ul><li>Fire quickly if they didn’t cut it </li></ul></ul><ul><li>Sales Rep </li></ul><ul><ul><li>Be the first in the door to “set the table” </li></ul></ul><ul><ul><li>“ Give to get” negotiation with buyer </li></ul></ul><ul><ul><li>“ Leak a week” information stream </li></ul></ul><ul><ul><li>If position A then accelerate sales cycle </li></ul></ul><ul><ul><li>If position B then delay and change requirements </li></ul></ul>
  7. 7. But Buying Behavior has changed…
  8. 8. How B2B Buying Behavior has changed <ul><li>Bottlenecks have often moved up the funnel </li></ul><ul><li>Website is now the first sales call </li></ul><ul><li>Positioning means Goooooooooooooogle </li></ul><ul><li>Buyers have ADD – must respond real-time </li></ul><ul><li>Buying and Selling cycles out of sync </li></ul>
  9. 9. Tailwind Strategies Solutions
  10. 10. Step 1a - Tailwind Performance Profile (TPP) <ul><ul><li>Audit of Sales & Marketing Processes & Tools </li></ul></ul><ul><ul><ul><li>Metrics and document gathering </li></ul></ul></ul><ul><ul><ul><li>Interviews </li></ul></ul></ul><ul><ul><ul><li>Data analysis, verification and benchmarking </li></ul></ul></ul><ul><ul><ul><li>Online Survey </li></ul></ul></ul><ul><ul><ul><li>Report preparation </li></ul></ul></ul><ul><ul><ul><li>“ The Tailwind Performance Profile enabled us to quickly identify the bottlenecks in our marketing and sales processes” – Stan Jaworksi, VP Marketing VBrick </li></ul></ul></ul>
  11. 11. Step 1b – TPP Audit Output <ul><li>Presentation & Report </li></ul><ul><ul><ul><li>Create Key Performance Indicators </li></ul></ul></ul><ul><ul><ul><li>Bottleneck identification and explanation </li></ul></ul></ul><ul><ul><ul><li>Tailwind Scorecard for 6 key areas </li></ul></ul></ul><ul><ul><ul><li>Recommendations for easiest ROI </li></ul></ul></ul><ul><ul><ul><li>“ Tailwind showed us where we could obtain the best ROI for marketing and sales” – John Lunny, CEO Vestmark </li></ul></ul></ul>
  12. 12. Step 2 – Sample Process Re-Design Projects Close Forecast Opportunities Leads Website Suspects AdWords Campaigns Marketing Automation Lead Management SFDC Opp Management SFDC Closed Loop
  13. 13. Google Adwords Campaigns <ul><li>B2B Best Practices </li></ul><ul><ul><ul><ul><li>Competitive Analysis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Real-time Keyword Discovery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bid Management </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ad Copy Recommendations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Landing Page Design Recommendations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>B2B Conversion Tracking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>ROI Analysis based on closed opportunities </li></ul></ul></ul></ul><ul><ul><li>“ Tailwind really helped us on the road to a successful exit” – Carlos Cashman, President, Course Advisor </li></ul></ul>
  14. 14. Marketing Automation – Website Visitor Identification <ul><ul><li>Digital Buying Behavior </li></ul></ul><ul><ul><ul><li>Anonymous Visitor Strategies </li></ul></ul></ul><ul><ul><ul><li>Sales Alerts </li></ul></ul></ul><ul><ul><ul><li>Reports & Dashboards </li></ul></ul></ul><ul><ul><ul><li>Sales Follow up Strategies </li></ul></ul></ul><ul><ul><ul><li>“ Tailwind’s unique real-time processes enabled us to achieve call connect rates of greater than 40%” – Jim Chordas Insides Sales Director, VBrick </li></ul></ul></ul>
  15. 15. Marketing Automation – Lead Scoring <ul><li>BARDS Lead Scoring System* </li></ul><ul><ul><ul><li>BANT </li></ul></ul></ul><ul><ul><ul><li>Activity </li></ul></ul></ul><ul><ul><ul><li>Recency </li></ul></ul></ul><ul><ul><ul><li>Dynamic </li></ul></ul></ul><ul><ul><ul><li>Static </li></ul></ul></ul><ul><ul><ul><li>*Requires Visitor Identification System </li></ul></ul></ul><ul><ul><ul><li>“ Tailwind’s BARDS lead scoring system significantly reduced our lead cycle times” – John Shearman, Internet Marketing Director VBrick </li></ul></ul></ul>
  16. 16. Marketing Tier 1 Telemarketing Tier 2 Partner sales Management Reports & Dashboards Campaigns Leads Qualified? yes Lead Management <ul><li>Lead Capture Mechanisms </li></ul><ul><li>Online Registration Forms </li></ul><ul><li>Import Lists From Excel </li></ul>no <ul><li>Sample Routing Rules </li></ul><ul><li>Territory Based Routing </li></ul><ul><li>Product Based Routing </li></ul><ul><li>TBD </li></ul>Win? Opportunity Management Lead Generation Campaign Effectiveness & ROI Accounts no yes Opportunities <ul><li>Types of Campaigns </li></ul><ul><li>Email Campaigns </li></ul><ul><li>Pay Per Click Ads </li></ul><ul><li>Sample Qualification Questions </li></ul><ul><li>Current Situation </li></ul><ul><li>Pains </li></ul><ul><li>Opportunity Size </li></ul><ul><li>Timeframe </li></ul><ul><li>Budget </li></ul><ul><li>Decision Maker </li></ul><ul><li>Main Competitor </li></ul>Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest. <ul><li>Common Reasons for Duplicate Leads </li></ul><ul><li>Bogus info </li></ul><ul><li>Duplicate lead </li></ul><ul><li>Current customer </li></ul><ul><li>New contact, current opportunity </li></ul>Salesforce.com Tabs Lead Source Lead Status Closed Business Qualify Lead Lead Assignment Archived Leads Check for Duplicates <ul><li>Sample Lead Status </li></ul><ul><li>Open: Followed up on within 48 hours </li></ul><ul><li>Working: Day 1 through day 30 </li></ul><ul><li>Developing: Scheduled follow up beyond 30 days </li></ul><ul><li>Archive: Non-responsive or No Current Interest </li></ul>Work Lead & Adjust Lead Status Opportunity Pipeline Competitive Win/ Lose <ul><li>Sample Sales Stages </li></ul><ul><li>Lead </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Confirmed </li></ul><ul><li>Objection Handling </li></ul><ul><li>Selected </li></ul><ul><li>Negotiating </li></ul><ul><li>Closed/Won </li></ul><ul><li>Closed/Lost </li></ul>Sales Cycle Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest. Archived Opportunities The lead is converted into an opportunity with an associated contact and account. The lead will be handed off to partner sales person to work it through the sales cycle. Lead Conversion Lead Quality Lead Type Neglected Leads Marketing Campaign Lead Capture Active Customer Account becomes an active customer. Lead Conversion Contacts Lead & Opportunity Management Process Design
  17. 17. Step 3 – Best Practices Implementation <ul><li>Google Analytics/Google Adwords </li></ul><ul><li>“ Tailwind’s understanding of website analytics and lead capture have changed our entire perspective on website design” – Niall McCarthy, VP Sales LIM </li></ul><ul><li>Marketing Automation </li></ul><ul><li>“ Tailwind has a deep understanding of the latest tools and techniques for removing the marketing-sales barriers” – David Keller, GM Newsgator </li></ul><ul><li>Salesforce.com </li></ul><ul><li>“ I highly recommend Tailwind to modernize sales processes and implement a best practices Salesforce.com solution” – Jeremy Healey VP Sales Prismtech </li></ul>
  18. 18. Successful Customers
  19. 19. Thank You – Lets Stay Connected Become a fan Follow on Connect on

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