creating & qualifying sales ready leads · inbound drivers: blogging, webinars, social...
TRANSCRIPT
Creating Sales Ready Leads
Creating & Qualifying Sales
Ready Leads
Sell More Outsourcing Series
Produced and Sponsored by:
Creating Sales Ready Leads
Today’s Speakers
2 ©3FORWARD, LLC
Dan Hudson 3forward President, Co-Founder
Matt Smith 3forward Exec VP, Co-Founder
3forward.com Create. Increase. Accelerate.TM
Dan Goodstein Outsourcing Institute Managing Director
Creating Sales Ready Leads
5 Steps to Lead Generation Success
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3FORWARD.com Create. Increase. Accelerate.TM
• Know lead goals
• Define perfect prospect
• Segment the database
• Process, automation, alignment
• Create and promote content
Creating Sales Ready Leads
Fill the Funnel Tools
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3FORWARD.com Create. Increase. Accelerate.TM
Creating Sales Ready Leads
Define the Perfect Prospect
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3FORWARD.com Create. Increase. Accelerate.TM Sweet Spot Matrix © 3FORWARD, LLC
Category Strong Fit Good Fit Neutral Fit Annual
Revenues $250 million to $5 billion $5 to $10 billion Less than $250 million, greater
than $10 billion
Geography • Global • Multi-National
• National or • Multi-State
Single market, non-supported countries, high-quantity / very low density
Installed Technology
Campus and distributed Tier one PCs, servers, infrastructure
More than 20% non-supported products
Data center, mainframe, high end server, tier 2 OEMs
Seats 2,500 or greater, preferably distributed across multiple regions
1 to 2 thousand seats Less than 500 seats, heavily concentrated in a single site
Client Relationships
• Existing relationship • Installed base of equipment
No current or positive past relationship
Negative past relationship
Other Vendor Relationships
• Numerous, fragmented vendor relationships
• No concentration with single ITO
Regional providers In place full IT outsource relationship
Cross Selling Opportunities
Opportunity for three or more additional delivered service lines (Hardware, ITO, BPO, PLS)
Opportunity for an additional delivered service line (Hardware, ITO, BPO, PLS)
No additional opportunities
Creating Sales Ready Leads
Database Segmentation
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3FORWARD.com Create. Increase. Accelerate.TM
• Establish target characteristics and attributes
– Industry, Geography, New/Existing
• Classify buyer drivers
– Role, Responsibility Level
• Rank prospect types based on target criteria
– Separate prospects into Tiers 1, 2, and 3
Creating Sales Ready Leads
Formalize Process Sales Readiness: Segmentation, Targeting, Content
Development, Business Intelligence, SEO
Inbound Drivers: Blogging, Webinars, Social Networking, Events
Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking
Lead Nurturing: Promotions, Drip Campaigns, White papers
Warm Lead Engagement
Qualification
Prove Value
Decision
Marketing
Sales
Lead Scoring
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3FORWARD.com Create. Increase. Accelerate.TM
Creating Sales Ready Leads
Formalize Process
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3FORWARD.com Create. Increase. Accelerate.TM
Lead Achieves Target Score
A's: 20, B's: 25, C's: 35
Actively looking to solve problem;Buying decision in 9-18 months; Has functional responsibility;Willing to meet face to face.
Newly realized problem, determining options;Decision likely in 12-24 months;Has functional responsibility;Willing to talk further on phone.
Information gathering, may have a problem;Timeline not defined / not shared;Responsibility to be confirmed;Willing to talk again in 90 days.
Tire kicker;May have need at some point;Timeline not defined.
Not a fit / Does not meet minimum lead criteria.
Set face to face appointment; Pass
Lead to Sales.
Set phone meeting; Pass Lead to 2nd Level Telesales.
Continue nurturing with drip marketing; Place on watch list
for behavior signals.
Continue nurturing with drip marketing; Place on watch list
for behavior signals.
Remove from active database.
Lead Qualification Process Leads
Lead Behavior / Disposition
A
B
C
D
X
TelesalesConfirm Need,
Interest Level and Willingness to
Discuss
TelesalesTarget account or Existing account
Routed to Account
Executive
Assumption:High Interest; Priority Shift Occurred;Researching Options
Promotedto Next Level Qualification
Creating Sales Ready Leads
Implement Marketing Automation
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3FORWARD.com Create. Increase. Accelerate.TM
What to look for:
• Analytics (website integration)
• CRM API
• Lead Scoring
• Email, newsletter, landing page campaigns
• Social media integration
Creating Sales Ready Leads
Align Sales & Marketing
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3FORWARD.com Create. Increase. Accelerate.TM
Marketing • Accountable for finding,
crea3ng, developing, nurturing and tracking leads
• Establish mul3ple out-‐ and in-‐bound lead channels, website, SEO
• Provide informa3on on Lead scoring, ac3vity and metrics-‐based reviews
Sales • Accountable for leads that
become qualified
• Transi3on non-‐progressing leads back to marke3ng for nurturing
• Accurately maintain CRM tracking data
• Provide market, compe33ve and prospect intelligence to marke3ng
Creating Sales Ready Leads
Shared Sales & Marketing Goals
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3FORWARD.com Create. Increase. Accelerate.TM
Co-Create and Jointly Maintain
• Market Segmenta3on and Sweet Spot Matrix
• Target profiles and lead defini3ons
• Lead stages and Sales Ready Qualifica3on criteria
• Market messages, key dis3nc3ons and proof points
• Scoring criteria
• Program success goals and key measurements
Creating Sales Ready Leads
Lead Nurturing
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3FORWARD.com Create. Increase. Accelerate.TM
Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Brian Carroll, CEO, InTouch and author of Lead Generation for the Complex Sale (McGraw Hill, 2006)
Creating Sales Ready Leads
Nurturing Best Practices
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3FORWARD.com Create. Increase. Accelerate.TM
• Establish a blend of messages to reach your full lead database
• Messages must be relevant to them (industry, role, challenges, etc)
• Connect lead behavior to lead nurturing strategy
• Watch your timing (measure and adjust)
• Call to action (not always to buy from you!)
Creating Sales Ready Leads
Summary
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3FORWARD.com Create. Increase. Accelerate.TM
• Specific criteria for lead stage definitions
• Metrics to assess lead pipeline
• Triggers for moving leads to sales
• Tools for engaging and tracking leads
• Align Sales and Marketing
Creating Sales Ready Leads
How We Can Help
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3FORWARD.com Create. Increase. Accelerate.TM
• Lead ReadyTM
• Sales Strategy and Process
• Strategic Sales Plans
• Sales Leader Dashboards
• Sales Change Management
www.3forward.com
Creating Sales Ready Leads
Resources
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3FORWARD.com Create. Increase. Accelerate.TM
Finding Your Best Prospects Success Kit
Sweet Spot Matrix Success Kit
Do I Have Enough Leads Calculator
Increase Sales Effectiveness With Marketing Automation
Feel free to contact us at www.3forward.com
Creating Sales Ready Leads
Thank you for joining
“Creating Sales Ready Leads”
Sell More Outsourcing Series