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Lessons from the Pitcher’s Mound on Sales Team Development
January 26, 2012
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Today’s presenterPaul Rafferty, CEO Sales Engine International
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Ask your questions via Twitter
Tweet: @datadotcom #jigsawcontacts
Or in the Question’s box on your screen
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About Sales Engine International
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Agenda
• Baseball 1.0 vs. Baseball 2.0• Sales 1.0 • Sales 2.0• Demand Generation Stages & Process• Building a Team for the Sales 2.0 World• Case Study
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Baseball 1.0 vs. Baseball 2.0
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Polling Question
Cy Young holds the record for most Complete Games pitched in Major League Baseball history (749).
How many does the current ACTIVE leader have:a) 347
b) 125
c) 66
d) I don’t like baseball or sports analogies!
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Answer: 66
Roy Halladay
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Why the Big Difference
Cy Young at 749 vs. Roy Halladay at 66– Was Cy “Super Human”– Are we getting weaker?
Or, are we approaching things differently– Adjusting to what we learn?
• Statistics? Matchups? Change Momentum?
– Has the economic landscape changed?• TV Contracts? Bigger Staffs? Specialization?
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Accelerating Change
YearGames
StartedGames
Completed% Games Completed
1904 2496 2186 87.6%1914 3758 2067 55.0%1924 2462 1198 48.7%1934 2446 1061 43.4%1944 2484 1123 45.2%1954 2472 840 34.0%1964 3252 797 24.5%1974 3890 1089 28.0%1984 4210 632 15.0%1994 3200 255 8.0%2004 4854 150 3.1%
The game has changed
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SO What’s the Point
• Circumstances have changed• Must revisit “long held” assumptions• Build a Model for the “New Normal”
“You can't do today's job with yesterday's methods and be in
business tomorrow”
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The Sales World We Grew Up In
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The World of Selling has Changed
- 85% of Cold Calls Go to Voice Mail
- 80% of B2B Buyers “Find” the Sellers
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Polling Question #2
How would you describe your current sales model?
a) Sales Rep Pitches “Complete Game”
b) Inside Sales Feeds Outside Sales
c) Integrated Marketing Inside Sales/Nurture Feeds “Closer”
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Demand Generation Stages
Suspect•SEO / PPC•Events• Campaigns
MQL(Marketing
Qualified Lead)
•Fit Score >X•Interest Score >Y•Total Lead Score >Z
SQL(Sales Qualified
Lead)
•Budget•Authority•Need•Timeframe
Opportunity•Sales Stage; or•Opportunity Scorecard
Win/Loss
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Today’s Starting Pitcher
Integrated MarketingProspect DatabaseRich ContentMarketing AutomationExecutionLead Scoring
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Goals of the “Starter”
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Today’s Middle Reliever
Nurture Resource:• Converts MQL’s…
(Marketing Qualified Leads)
• Into SQL’s (Sales Qualified Leads)
• Key Success Factors:– Defined Process– Situational Fluency– Patience &
Persistence
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Timing is Everything
Copyright © 2009 Sales Engine International. All rights reserved
Timing is everything
• 100x more likely to ‘connect’ with lead within 5 minutes vs. 30 minutes
• 21x more likely to ‘convert’ leads contacted within 5 minutes vs. 30 minutes
• 7x more likely to have “meaningful conversations” w/decision makers” in 1st hour
• Only 37% of companies respond within hour
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Today’s “Closer”
Sales Executive:
• Rich Industry Experience• Problem Solver /Adds Value
• Highly Compensated• Large Quota and Pressure
• Focused on the “Now Deal”• Not “wired” to nurture
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Demand-Gen Engagement Process
Suspect
MQL(Marketing Qualified
Lead)
SQL(Sales Qualified
Lead)
Opportunity
Win/Loss
Lead score
>X
Yes
CallSales Ready
Yes
Campaign response, Trigger event, etc.
Opportunity
record
Contactrecord
No
• First “Stage” of sales process; or• First action in “Opportunity
Scorecard”
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Baseball 1.0 & Sales 1.0
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Baseball 2.0 & Sales 2.0
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Starter / Nurture Case Study
Sent eNewsletter to 18,000 recipients
Directed inside sales reps to IMMEDIATELY follow up after launch
Split their calling into groups based on lead score, click activity
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• No lead score • No opens or clicks
• Lead score = Low• Merely opened email(s).. But no
‘clicks’
• Lead score = Medium• Clicked through on 1+ outbound
campaign
• Lead score = High• Opened & clicked on campaigns for
several months and visited web
Cold
MQL #3
MQL #2
MQL #1
Starting Pitcher– Metrics
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Conclusions878% Better Than Cold Calling
Rating 1 Rating 2 Rating 30%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
878%
321%
124%
% Conversations convert to Appointment
Phone conversations with 1,216 leads
– 495 cold leads– 721 scored leads
% Leads converted– Cold = 0.6%– MQL #3 = 0.7%– MQL #2 = 1.9%– MQL #1 = 5.3%
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Sales Engine’s Growth in Sales Opportunities / Month
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Sales Engine’s Growth in Sales Opportunities / Month
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Baseball 2.0 & Sales 2.0
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Map Offer
In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.
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Questions
• Thank you for attending.• We will now begin the Q&A portion of our
presentation.
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About today’s speaker