three sure-fire ways to kill your pipeline - and how to avoid them
TRANSCRIPT
CRM360
• 4-part Series brought to you by Ticomix, SugarCRM, D&B, Nurture Marketing and Bristol Strategy Group
• What is CRM360?• Part 3: 3 Sure-Fire Ways to Kill Your Pipeline – And
How to Avoid Them• What’s Next:
• 5/7 @ 10:30 AM ET: Leveraging your CRM for Maximum Success
ABOUT ELLEN• Expert on Sales-Force
Productivity• Researcher, Metrics
Geek• Provocateur• 20 Years Carrying a Bag
(and Scars to Prove It)
3 SURE-FIRE WAYS TO KILL YOUR PIPELINE
• No Prospect Profiling• Ineffective or
Incomplete Lead Scoring
• Mismanaging Pipeline Data
THE LEAKY BUCKET ASSESSMENT
• Leaking Like a Sieve• Prospect Profiling
“Encouraged” – Not Documented
• Lead Scoring Falls to “Hot Money”
• Pipeline Targets? Huh?
LEAKY BUCKET RESULTS – 700 RESPONSES
Leaking Like a Sieve! Call the Help Line! Preventive Maintenance! WATERTIGHT!
HOME TRUTHS ABOUT SALES-FORCE PRODUCTIVITY
• Sales Time Scarce and Precious
• One Hour Puts $1,100 - $15,000 Income at Risk
• How Much Is Your Team Wasting?
PIPELINE KILLER 1: BAD PROSPECT PROFILING
• Focused on SELLER• Anyone with Address
and Pulse Will Do• If They Have Money,
They’re Qualified
THE CURE: PROSPECT PROFILING DONE RIGHT
• Focused on BUYER!• “Cousin Judy” Approach• Focus: Buyer Motivation,
Readiness to Buy• Already Looking for
YOU!!!!
PIPELINE KILLER 2: LEAD SCORING
• Leads Not Scored or Scoring Subjective
• Scoring is Fact-Based; Qualitative Ignored
• Reps Ignore Scores
KILLER 3: ‘BACKWARDS’ PIPELINE MANAGEMENT
• Focus on Wrong End - Closing
• Activity-Defined Stages
• Progress is Subjective• Easy to Game the
System
CRM 360: DRIVING IMPROVED PRODUCTIVITY
• Classic CRM: Expensive Rolodex, Calendar, “Trailing” Pipeline Mgmt
• CRM 360 Live: Business Intelligence, Sales-Force Productivity, Competitiveness• Captures Data Supporting Analysis• Evidence Drives Root-Cause Analysis• Insights for Improvement Initiatives• Feedback Loop for Lead Nurturing, Outreach,
Market ID and Selection
ANALYTICAL INSIGHTS
• Distribution of Accounts by Scorecard Rank • Distribution of Opportunities by Rank, Revenue
and Opportunity Stage• Useful for:
• Root-Cause Analysis• Analyze Cycle Times Based on Data• Understand, Improve Conversion Ratios
SPECIAL OFFER FOR CRM 360 LIVE TOUR PARTICIPANTS
• Complete Your Leaky Bucket Assessment for Sales-Force Productivity
• Free, Private, Confidential Review by Phone• Free Copy of Our E-Book “The Myth-Busters
Handbook: Five Myths that Slow Down Sales and How to Avoid Them”
IS YOUR PIPELINE LEAKING ALL OVER YOUR BOTTOM LINE?
WWW.BRISTOLSTRATEGYGROUP.COM/SALES-LEAKYBUCKET
THANKS!
Ellen Bristolellen@bristolstrategygroup.comwww.bristolstrategygroup.com
@BristolStrategy786-554-2666