complex sales cycles for saas
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The Complex sales cycle for SaaSHow to create influencers and advocates network
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c
CIO SecurityArchitectCISO
NetworkOperationsManager
Question 1: The complex and large organization sales challenge“There are usually 3 or 4 decision makers involved in the purchase of a managed service, not including the financial and legal functions. These people can be CIO, CISO, Network manager, Operations managers, Security architect, Procurement and finance. We should really have worked out the titles of the people in our existing customers who were the decision makers / influencers so we sought out the right people!”
How would you find all of these people, how would you start communicating with them? How would you continue communicating with them? How would you meet them? How would you then carry on the relationship until there were in a position to buy from us?How and what would be the best channels market to them?Why would it work? What would 100 days marketing consultancy plan look like?
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Think of each large complex sale as a royal family tree. Some are influencers to the sales cycle, while others are advocates.
Identifying who is who is vital a long sales cycle, where members of both your company and you clients can leave their role, leaving your sales efforts at a dead end.
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“ Coming together is a beginning; keeping together is progress; working together is success.— Henry Ford
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Complex Sale is discovering and nurturing relationships and regularly updating an organisation chartCrucial throughout the sales process is the need to determine and validate frequently who will make the buying decision. By mapping and updating the client decision process, sales and marketing can clarify client decision-making roles and assure focused selling time on the right person at the right time.
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– Build connections, individual testimonialsLinkedin
– Define and populate marketing actions fieldSalesforce
Welcome pack - Thank you for choosing us - (6mths - year)New business
ORG ChartA knowledge resource based on the structure of each company and key individuals within it.
Influencer Advocate
Decision Maker
Customer life cycle databaseQuestion 1
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Customer life cycle database
Customer life cycle sales - Titles and Names database of contacts we have; – NO/Limited interaction with but would like an intro – ALREADY interaction with – NEED to engage with to make the purchasing decision – WILL NEED engage with to complete the purchase – SHOULD INFLUENCE to create further buying opportunities
Customer life cycle support /maintenance - Titles and Names database of contacts we;
– have NO/Limited interaction with but would like an intro – have regular interaction with – NEED to engage with to make the IT servicing decisions – WILL NEED liaise with to complete the service – SHOULD INFLUENCE to create further operational opportunities
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Use Linkedin to update your database of Movers & shakers
9Example Banking TeamQuestion 1
Jane DoeCEO & Founder
Motivation95%
Inspiration90%
Positive Mindset75%
John DoeCEO & Founder
Motivation95%
Inspiration90%
Positive Mindset75%
Jane DoeCEO & Founder
Motivation95%
Inspiration90%
Positive Mindset75%
John DoeCEO & Founder
Motivation95%
Inspiration90%
Positive Mindset75%
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About John DoeDecision makerIndustry: Banking
6 Security Pain Points
90%
Number One
30%
Number Two
70%
Number Three
50%
Number Four
80%
Number Five
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01 DECISION MAKERS
02 ADVOCATES
03 INFLUENCERS
Round tables, PR, Premier league tickets, thought leader content, Industry influencer comment
Decision Makers
Round table, whitepapers,Landing pages, videos, peer to peer groups
Advocates
Email campaigns. videos,PPC, Social Media, digital updates
Influencers
MARKETING & CONTENT STRATEGYQuestion 1
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INDENTIFY
QUALIFY
KPI’S
SALESFORCE & HUBSPOT
Every interaction countsQuestion 1
Thought leader content
14On-boardingQuestion 1
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SALES PIPELINE SIZE NEW MARKETS BANKING INSURANCE PUBLIC
SECTOR
0701 02 03 04 05 06
based on;1. SALES – IT Managed Service Contracts, 2. POTENTIAL SALES, PROSPECTS,3. SIZE/GLOBAL REACH, AQUISTIONS/MERGERS4. INFLUENCERS /RECOMMEDATIONS
Top 10 clientsQuestion 1
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Regulations &
Compliance
INNOVATION CUSTOMER DATA
ENDPOINTS CLOUD NETWORK
DECISION MAKER
BANKING
01 02 03 04 05 06
Map out the security pressures by Industry6 key security pain points – roles, challenges they want to over come, industry regulations, Identify who heads up the functions or divisionsTarget messaging and campaign relevant marketing channels and touch points
Top 6 Pain PointsQuestion 1
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01 ComplianceThis is our agreed sales and marketing messaging and keywords for each channel
02 Digital technologiesThis is our agreed sales and marketing messaging and keywords for each channel
04 CloudThis is our agreed sales and marketing messaging and keywords for each channel
05 Customer dataThis is our agreed sales and marketing messaging and keywords for each channel
03 InnovationThis is our agreed sales and marketing messaging and keywords for each channel
06 Training This is our agreed sales and marketing messaging and keywords for each channel
DECISION MAKER
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1
6
5 3
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Top 6 Pain PointsQuestion 1
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6 Company Persona
Messaging and keywords should be aligned to; Managed serviceConsultancyTraining2 Factor Risk authentication (Cloud) • What are their main concerns? • Main drivers for communicating with us?• Frequently asked questions• Who they are? (Blueprint role mapping)• What makes them tick? • What content do they consume? • Where do they eat/Socialise/ Sports interests
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100 days Marketing touch pionts for SaaS organizations
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What specific marketing results do you want most to be delivered in 100 days?
Determine and set expectations: Focussing on top priorities aligned to overall annual goals.Meet with, and get to know the team, partners and customers.Look for trends in data: Salesforce & HubspotUnderstand the market place, clients, partners, competitorsSetting up industry updates and alerts,Media analysts, editors, influencers
Define marketing plan.Determine KPI’sMonitor response and trends: Salesforce, Hubspot
Question?
Objectives Plan
Strategy
100 days
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+ new and existing opportunities = sales leads and prospects
XXX%
PPC Thought leadership Events Digital SEO Direct
Feb 500 5 0 5 12 12
March 500 2 0 10 24 8
April 400 4 0 20 36 10
May 300 12 4 30 48 12
100 Days overview
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25% 50% 100% 25% 75% 35%
100 Days overview
What specific marketing results do you want most to be delivered in 100 days?
Determine and set expectations: Focussing on top priorities aligned to overall annual goals.Meet with, and get to know the team, partners and customers.Look for trends in data: Salesforce & HubspotUnderstand the market place, clients, partners, competitorsSetting up industry updates and alerts,Media analysts, editors, influencers
Define marketing plan.Determine KPI’sMonitor response and trends: Salesforce, Hubspot
Question?
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• MDF funding opportunities partnership campaigns• Bi weekly marketing updates – Account managers look after what
accounts
PARTNER MARKETING TEAM
• Case studies • Co-branded technology overview documents• Training webinars – YouTube tutorials – Product updates
CO BRANDED MARKETING
• Expert views series; Co-content creation • Engage content to the partner channel social network
,
THOUGHT LEADER CONTENT
• CO PARTNERSHIP EVENTS• Industry workshops• Training and education days
TARGETED EVENTS
Technology Partnership Plan
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TARGET GOALS
OUTCOMES
MARCHTARGETGOALS
OUTCOMES
APRILTARGETGOALS
OUTCOMES
MAY
Marketing Plan – Budget, Implementation, Channels, KPI’s Question 4
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INDUSTRY WHO WHAT WE DID HOW WE DID IT
OUTCOME
Co-partnership consultancy & solution document
26Industry Experts & Peer to Peer Networks
