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DISCOVER the REAL MVP of YOUR SALES FUNNEL
HINT: IT’S NOT YOUR PROSPECT
PRESENTED
BY
RIC RIDDLE, VP DEMAND GENERATION
AN
COMPANY
Twitter: @SalesStaffLeads; #MVPWebinar
Twitter: @SalesStaffLeads; #MVPWebinar
• Why too many leads can be bad for funnel health
• Why your salespeople should not prospect
• How to accelerate lead flow in your sales funnel
• How to build the perfect team
Twitter: @SalesStaffLeads; #MVPWebinar
When sales and marketing teams are in
sync, companies became 67% better
at closing deals3
70% of the Buyer’s journey
is complete before a
salesperson is contacted2
53% of sales time is
wasted on unproductive
prospecting1
Sales reps ignore half of
all marketing leads4
1. 101 B2B Marketing and Sales Tips from The B2B Lead; 2. Sirius Decisions; 3. Marketo; 4. 101 B2B Marketing and Sales Tips from The B2B Lead
Twitter: @SalesStaffLeads; #MVPWebinar
Marketing
• Is measured on total leads generated
• Is compensated for reducing lead cost
• Is not empowered with technology
• Is not enabling the sales conversation
Twitter: @SalesStaffLeads; #MVPWebinar
Sales
• Does not trust the leads from Marketing
• Wants all of the leads…quickly
• Does not follow up quickly…or at all
• Treats every lead the same
Twitter: @SalesStaffLeads; #MVPWebinar
1. Establish a Service Level Agreement
2. Link performance to revenue
3. Integrate data, marketing and sales technology
4. Enable the selling discussion
5. Communicate, measure and analyze often
Twitter: @SalesStaffLeads; #MVPWebinar
8% of B2B
companies say
they have tight
alignment
between sales and
marketing.
92%
That means that
of B2B organizations
have a marketing and
sales alignment problem.
Twitter: @SalesStaffLeads; #MVPWebinar
Expensive use of resources
Distracting – lack of focus
It’s not in their DNA
Short term fix – does not scale
Not trained, motivated or compensated
Doesn’t align with today’s Buyer
Twitter: @SalesStaffLeads; #MVPWebinar
Prospect
Touch 1
50% of salespeople have given up
Touch 2
65% of salespeople have given up
Touch 3
79% of salespeople have given up
Touch 4
89% of salespeople have given up
You are becoming a factor in your prospect’s mind
Touch 5
Touch 6
By nurturing, your prospect is getting to know you
Touch 7
You are probably the only person to
make 8 contacts with this prospect
You are earning top of mind awareness
Touch 8
Touch 9
When this prospect is ready to buy, you
have a 90% chance of being called
Source: Microsoft
Twitter: @SalesStaffLeads; #MVPWebinar
Touch 10
Touch 11
Customer
Twitter: @SalesStaffLeads; #MVPWebinar
Sales Accepted Leads x Win Rate (%) x Average Sales Price
Average Length of Sales Cycle
Twitter: @SalesStaffLeads; #MVPWebinar
SALs (meetings) 10
SALs (meetings) 12
Win Rate
Win Rate
A$P
25%
$100K
Sales Cycle 60 days
Pipeline velocity = 4.16
A$P
25%
$100K
Sales Cycle 50 days
Pipeline velocity = 6.0
44% Improvement
Twitter: @SalesStaffLeads; #MVPWebinar
Twitter: @SalesStaffLeads; #MVPWebinar
Inbound Lead Reps
Sales Closers
Marketing
Qualified
Lead
Outbound
Prospecting Reps
Twitter: @SalesStaffLeads; #MVPWebinar
• Personally engage and guide prospects
• Qualify prospects before involving sales
No matter what you do,
do not pass leads directly
to the sales team.
Craig Rosenberg, The Funnelholic
• Prospect intelligence to assist marketing and sales
• Rapid lead response time – superior conversions
• Metrics designed to improve sales cycle velocity
Twitter: @SalesStaffLeads; #MVPWebinar
“I am not a lead or a click”
“I am not a persona”
“I am not a transaction”
“I don’t want to be in your funnel”
“I research everything”
“I trust no one”
“I can’t say yes, but I can say NO”
Twitter: @SalesStaffLeads; #MVPWebinar
Prospect
Prospect
Prospect
Prospect
Inquiry/Behavior
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
Prospect
• Website interaction
• Email / Phone
• Event / Campaign
MQL
Marketing
Qualified Lead
Nurture
• Fits Ideal Prospect Profile
• Total Lead Score >X
• Lead qualification begins
SAL
Sales Accepted
Lead
MQL
• Verify Influence
• Confirm Interest
• Guide to Sales
SAL
SQL
SQL
Nurture
Sales Qualified
Lead
Nurture
• Add to sales pipeline
• Forecast
• Revenue
Closed
Won/Lost
Twitter: @SalesStaffLeads; #MVPWebinar
• Proliferate
• Analyze
Client
Better lead
conversion rate
107%
Greater average
deal size
43%
Improved
pipeline velocity
32%
21%
Twitter: @SalesStaffLeads; #MVPWebinar
Telemarketing and cold calling are rapidly
becoming extinct.
If you build an effective lead
generation machine, it will drive
results even if your salespeople
and process aren’t perfect.
David Balzen
Founder & CEO, SalesStaff
Twitter: @SalesStaffLeads; #MVPWebinar
SM
INBOUND
• Establish thought
leadership
OUTBOUND
• Engage in human
conversation
• Earn Buyer trust
• Guide decision
making process
• Cultivate best
relationships
• Qualify best
relationships
• Determine interest
• Determine authority,
issues, pains
Twitter: @SalesStaffLeads; #MVPWebinar
SalesStaff.com
888.591.8022
info.salesstaff.com
@SalesStaffLeads
SalesStaff, LLC
SalesStaff LLC
Twitter: @SalesStaffLeads; #MVPWebinar
Ric Riddle
Vice President, Demand Generation
832.539.2127
[email protected]
: linkedin.com/in/ric.riddle