the new science for optimizing your tech sales reach with n3, insidesales + siriusdecisions
TRANSCRIPT
© No part or process to be used without permission.
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Tim KillenbergSVP, Sales + Marketing
Kerry CunninghamSenior Research
DirectorMike Plante
CMO
Today’s Speakers
Outsourced Inside Sales for technology + software
Sales acceleration platform built on a predictive and prescriptive self-learning
engine
Global b-to-b research and advisory firm
© No part or process to be used without permission.
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• This session will be recorded.
• Questions? Please enter them in the chat window. We will answer them at the end of the presentation.
• If you experience technical issues (e.g. screen freeze or audio issues), please use the chat window to make our team aware.
Quick Notes About Today’s Session
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4The Technology + Software Landscape Is Constantly Changing
© No part or process to be used without permission.
5As Technology Innovation Accelerates, So Does Innovation In How Technology Is Marketed + Sold
© No part or process to be used without permission.
6The New Science For Optimizing Your Sales Reach
Technology as Catalyst for Change
Automation + Acceleration
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7The New Science For Optimizing Your Sales Reach
Value vs. Volume
Value + Volume
Value @ Volume
Optimizing Your B-to-B Reach
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Management
The Eight-Factor Model of Lead DevelopmentThe most effective lead development organizations optimize
around the eight key disciplines that comprise the function.
Job Design
Measurement
Development Selection
Culture
Targets Execution
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© 2016 SiriusDecisions. All Rights Reserved
Most Lead Development Calls are Ineffectual
of live connects last less than 3 minutes88% The average call with a decision-maker is just
over 4 minutes 4.2 of outbound calls result in no progress toward qualifying a lead50
%
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
ExecutionPlaybooks support teleprospectors in each of the critical
aspects of the job, especially in working with gatekeepers and intermediaries.
Stopping at voicemail renders the initial call a total waste of time
Playing tricks on or bullying gatekeepers = winning the battle at the expense of winning the war
95% of teleprospector calls end with neutral or negative outcome
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© 2016 SiriusDecisions. All Rights Reserved
Not Talk-time, But Long Calls
LDR Winning Percentage is the percentage of combined wins and losses that were wins (qualified leads).
Talk-time does not help identify what makes a rep successful
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Talk-time and percentage of long calls are nearly unrelated
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Calls over 3 minutes % Winning Percentage
Total Talk Time
32%
2%2%
Reps who consistently engage prospects also convert them
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© 2016 SiriusDecisions. All Rights Reserved
Performance Measurement As Communication
Words Typed
Monday 125Tuesday 175Wednesday 150ThursdayFriday
If your job were measured like this….
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
The Eight-Factor Model: MeasurementMeasurement should account for the key milestones along
the path to producing the end result, focusing on conversations as the key intermediate goal.
Attempts Blocks Conversations Genuine Dialogs
TxL
End Goal
Calls longer than 3 minutes
As % of Attempts
As % of ConversationsAs % of Attempts, Conversations, Dialogs
Engaging Prospects
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Execution: The New World of Prospect OutreachToday, many buyer/seller dialogues take place largely or
entirely through electronic media, but each channel has its own norms and rules of engagement.
Contact DiscoverySynchronous vs. Asynchronous
Opportunity Research
Prospect Outreach The telephone is a purely synchronous medium and is perceived by many as disruptive
• Synchronous communications involve live two-way interactions
• Asynchronous communications allow a delay between receipt of a communication and response
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Execution: The New World of Prospect OutreachToday, many buyer/seller dialogues take place largely or
entirely through electronic media, but each channel has its own norms and rules of engagement.
Schedule live conversations
Qualify leads
1. Establish relevant prospect role first.
2. Offer value before asking for time or information.
3. Don’t simply ask for a phone call – earn the right and be prepared to engage electronically.
Rules of Engagementvvv
v
Contact Discovery
Opportunity Research
Prospect Outreach
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Execution: Selecting and Matching Tactics to ProspectsCarefully consider the key facets of planning, preparation,
execution and optimization to maximize outbound prospecting success.
Phone and Social Outreach
MAP | SFA
Known visitors
Retiredprospects
Anonymous visitors in MAP
Predictive Filter
Email sequence
Digital Outreach
• Responders• High-propensity
non-responders
• Phone• Twitter• InMail• Communities
Human-Directed
Net new• Third party• Predictive
+Targeted display by IP
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
The Role of Advanced Analytics/ PredictiveFive distinct predictive applications can be used to select and
source high-propensity targets, and match them to marketing and sales tactics.
OptimizationExecutionPreparationPlanning
Teleprospect(Outbound)
Tele-qual(Inbound)
Account-Based
Predictive models• Ideal customer
models•Profile and behavior
• Tactic matching
• Account monitoring
Select: MAP and SFA accounts, contacts
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Match: Contacts to best-fit tactic and message
3Engage: Accounts for calls
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Alert: Monitor target accounts, alert account teams
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Machine learning continuously improves prospect models
2 Source: Net new accounts, contacts
Multi-touch, integrated tactics and programs• Email• Display
• Social• Phone
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Poor Conversion: Contact EngagementFrom determining when and how often to call, to the style of
language to use, machine learning is driving efficiencies in the ability to engage contacts.
From when to call… To how often to call… To what to say…
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Acme
Template: Wins
Acme
Predictive Sourcing: Building a Look-Alike ModelLook-alike modeling works by generating a big-data profile of
high propensity targets to use as a template for identifying net new matches to the template.
Lost
Predictive Model
MAP
SFAWeb Traffic
Customer Experience
3rd Party Attributes/ Intent
Addressable Market
Won
SiriusPerspective:
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© 2016 SiriusDecisions. All Rights Reserved
Too Many: PrioritizationPrioritization models work like look-alike models,
mathematically comparing known prospects to an ideal and prioritizing accordingly.
Results fed back into model for continuous improvement
Aggregate multiple individuals to accounts
Acme
Individuals take actions, enter map
Predictive Model
MAPSFA
Web TrafficCustomer Experience
3rd Party Attributes/Intent
Using Predictive to Optimize Reach
Science + Data = Revolutionized our Personal Lives8AM7AM6AM5AM 12PM 6PM 8PM9AM
?1PM
?
Elements Of a Winning A.I. Solution
ApplicationMath Data
BestProspect QualityWorst
Effort
Clos
e Ra
te
NO-LIFT A.I.
BestProspect QualityWorst
Effort
Clos
e Ra
te
APPS INCREASE PRODUCTIVITYIncreased Capacity
DevelopGame Plan
AlwaysAccessible
ProfileTargets
Introducing PlaybooksSell more through personalized engagement
KnowWHOto sell to
Companies People
(in or out of the CRM)
KnowHOW
to engage them
(beyond email and phone)
KnowWHAT
to say and sell
(personalize to gain access and loyalty)
KnowWHENto engage
Be Persistent
Current Practice
1.5Attempts
Best Practice
6-9Attempts
Lift
3xInitial Contact Rates
Establish Cadence
Current Practice
noOutreach Strategy
Best Practice
10dOutreach Strategy
Lift
26%Increase in
Appointments
Motivate
Current PracticeManual
WhiteboardsCash & Prizes
Best PracticeReal-Time
Points Leaderboard
Lift
38%Increase in Sales
Activities
PREDICTIVE PLATFORM ACCELERATES REVENUE
IncreasedRevenue
15% - 30%
© No part or process to be used without permission.
37
Tim KillenbergSVP, Sales + Marketing
Kerry CunninghamSenior Research
Director
Thank you for attending. Time for Q+A
Outsourced Inside Sales for technology + software
Global b-to-b research and advisory firm
Mike PlanteCMO
Sales acceleration platform built on a predictive and prescriptive self-learning
engine