the era of accountability pointclear 2017
Post on 12-Apr-2017
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We’re Moving Rapidly Into the
Era of Accountability
PointClear, LLC Confidential 2017 2
Today, Sales and Marketing must
Account for their activities
Accept responsibility for them
Disclose results in a transparent way
Making the shift is a mandate for success
PointClear, LLC Confidential 2017 3
Status Quo Accountability Era
Just 42%Leads accepted & worked by Sales
< 60%Sales reps meet quota
50% of LeadsExpected to be sourced by Sales
#1 Sales Execution Issue?Lack of qualified leads
100% Sales QualifiedLeads turned over to Sales
> 5XClose rate over current state
Marketing ROI Measured and credited
Sales Execs
Focus on Deal Making
Accountability Shift
The Era of Accountability
PointClear, LLC Confidential 2017 5
Marketing SalesAccounts
for lead quality
Accepts responsibility
for leads, taking them back to
nurture when needed
Discloses results in a transparent
way, measuring revenue
impact of leads
Accounts
for follow-up activity
Accepts responsibility
for working all leads to the finish,
win or lose
Discloses results in a transparent
way, with realistic forecastsof close probability
Lie #1
Outbound Marketing is Dead
Inbound, Outbound? They both sound pretty good,
right? So, which is the ultimate approach?
You’ve got it—it’s a healthy combination of both.
Why? Inbound drives organic engagement and attracts
leads, while outbound helps you target specific
prospects more accurately.
These approaches work well in both B2B and
consumer marketing, covering the entire length of the
lead funnel and the customer journey, respectively.
Marketo 2017
PointClear, LLC Confidential 2017 7
Lie #2Buying is Over Before Sales Is There
It’s widely believed that 60% to 70% of the buying process is over
before prospects want to engage with a salesperson. The premise
is there’s so much information available online that salespeople are
unnecessary in early stages.
ITSMA’s data says that for high consideration technology solutions,
this is a myth.
We believe the opposite: 70% of B2B technology solution buyers
want to engage with sales reps before they identify their short list.
In fact, buyers perceive value in interacting with sales at every stage
of the buying process.
Julie Schwartz
ITSMA
PointClear, LLC Confidential 2017 8
Lie #3Of Course Sales and Marketing are Aligned
A form completion is a lead. Hogwash! A form
completion is an expression of potential interest in what
your copy describes that the person will get in exchange
for their information. Period.
The only intent a person has when completing the form
is to gain access to what you’ve promised. It’s time
marketers acknowledge that this is a reason salespeople
continue to ignore leads sent to them by marketing.
Ardath Albee
Marketing Interactions
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Accountable Lead Generation,
Qualification, Nurturing
High-Value
Accounts
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Multiple
Decision
Makers
Long
Sales
Cycles
Personalized
Programs
Target
Markets
of One
Accountable Lead Generation,
Qualification, Nurturing
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= Account-based Marketing
ABM Key Ingredients
Market Identification, List Services, Segmentation
Universal Lead Definition
Allbound Approach
Judicial Branch
Embedded Nurturing
Plus, ABM Special Sauce
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PointClear, LLC Confidential 2017 13
Market Identification,
List Services, Segmentation
Marketing Equally Sized Samples
Sample
Size
Lead Rate # of Leads
200 9% 18
200 7% 14
200 5% 10
200 3% 6
200 1% 2
1,000 5% 50
5%
Lead Rate
1,000
Companies
50 Leads
32 leads (64%)
= 40% of spend
42 leads (84%)
= 60% of spend
Universal Lead Definition
PointClear, LLC Confidential 2017 14
Get clarity onwhat a “lead” is to
everyone in your
organization
Allbound Approach
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Multi-touch
multi-media,
multi-cycle
multiplies
results
The Judicial Branch
PointClear, LLC Confidential 2015 17
Determines if lead
meets agreed
upon definition of a
lead by sales and
marketing
Upholds the “laws”
Determines if lead
was ignored by sales
Determines if lead
was justifiably
rejected by sales
PointClear, LLC Confidential 2017
ABM Special Sauce
Lead generation, qualification & nurturing
Response management
Market coverage ▪ Market intelligence
Strategic program planning
Audio FilesAVAILABLE
30-dayONBOARDING
100%SALES TRAINED
COLLEGE GRADUATES
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ABM in Action
PointClear, LLC Confidential 2017 19
Standard Approach ABM Approach
ObjectiveEngage a specific role at hospitals with 300+ beds
Focus 7,500 contacts @ 4,200
hospitals
803 hospitals with 300+
beds
Directive
“Call them all”
“Identify decision makers
and use a multi-touch ,
multi-media, multi-cycle
process to engage and
drive decision”
Cost$172,200 $49,385
PointClear, LLC Confidential 2017
Who is PointClear?
Lead generation, qualification & nurturing
Response management
Market coverage ▪ Market intelligence
Strategic program planning
$15 billionREVENUE
FOR CLIENTS.
100%SALES-QUALIFIED
LEADS.
1,000,000CONVERSATIONS
20YEARS
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PointClear, LLC Confidential 2017
Thank You!
Dan McDade
@dandade
dan.mcdade@pointclear.com
678-533-2722
www.pointclear.com
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