How to Improve Sales Productivity in 5 StepsDigital Sales Coverage

March 26, 2014Mike KelleherSVP, Strategic Solutions GroupMarketBridge

Joe BisagnaClient Development DirectorMarketBridge

©2014 MarketBridge Corp.– 2 –

MarketBridge Focus

MarketBridge delivers

technology-enabled digital

customer engagement and

analytics solutions to improve

Sales productivity and

Marketing effectiveness for our

Fortune 1000 clients.

RevenueEngines™Digital Engagement Programs

SMART™Predictive Analytics Platform

Digital programs and tools to increase lead volume, quality, and conversion-to-revenues while enabling sales channels to engage customers

Sales and Marketing Analytics, Reporting and Technology to optimize campaign yield, lead-to-revenue conversion by prioritizing opportunities and personalizing interactions

World-Class Clients Sales & Marketing Technology Platforms

©2014 MarketBridge Corp.– 3 –

Buyers are Changing Their Behavior

The Dilemma for Sales Effectiveness

Digital + Data = Sales Productivity

Gaining an Edge with Digital + Data

©2014 MarketBridge Corp.– 5 –

“57% of a typical purchase decision is made before a customer even talks to a supplier.”

CEB

“67% of the buyer’s journey is now done digitally” Sirius Decisions

“B2B buyers complain that only 29% of sales reps are well prepared to engaged with them”

IDC

MARKET RESEARCH

“76% of B2B customers prefer to receive content unique to their stage in the buying process”

Pardot/SFDC

©2014 MarketBridge Corp.– 6 –

How Do You Sell to Buyers in the Digital Age?

TraditionalMarketing Spend(media buy, direct mail, e-mail, teleprospecting, events)

TraditionalSales Spend(field sales, inside sales, resellers, agents, retail, e-commerce)

©2014 MarketBridge Corp.– 7 –

How Do You Sell to Buyers in the Digital Age?

TraditionalMarketing Spend(media buy, direct mail, e-mail, teleprospecting, events)

TraditionalSales Spend(field sales, inside sales, resellers, agents, retail, e-commerce)

DigitalNurturing• Search, mobile, social media• Content marketing, digital

communities• Sales enablement

DIGITALENGAGEMENT

CUSTOMERANALYTICS

+

SALESPRODUCTIVITY

=

©2014 MarketBridge Corp.– 8 –

“The State of the Union” for Sales

1 The Bridge Group; 2 National Sales Executive Association

❶ Goals Up, Headcount Down

• Corporate mandates prevent the old formula of More Revenue = More Headcount

• Even less expensive sales channels like Inside Sales need to prove more value

❷Increasingly Inefficient “Talk Time”

• Required sales call volume has doubled to make contact with a prospect

• For Inside Sales…1,000 outbound calls generates only 32 real leads1

❸ Ignored Accounts = Ignored Revenue

• 48% of sellers never follow up after first touch2

• Disqualified leads (“Not Ready to Buy”, “Insufficient Funds or Authority” ) are too expensive and time consuming to nurture

• Yet, these leads represent too much revenue potential to be left untouched by sales

©2014 MarketBridge Corp.– 9 –

Priority: LowPreference: Digital

Priority: LowPreference: Digital

Priority: LowPreference: Digital

Matching The Buyer Journey – Low Priority Prospects

Week 1 Week 3 Week 5 Week 7 Week 9

Prospect in the call queue, assigned a territory rep. Gets an unsolicited call that sends to voicemail.

Several outbound calls received. All voicemail. Susan has done some online research but she’s not ready to engage via phone.

Final calls land in Susan voicemail. She’s tagged as inactive lead.

SUSA

N

©2014 MarketBridge Corp.– 10 –

Priority: LowPreference: Digital

Priority: LowPreference: Digital

Call Priority: LowPreference: Digital

Call Priority: HighPreference: Digital

Matching The Buyer Journey – Nurture + Triggers

Week 1 Week 3 Week 5 Week 7 Week 9

Prospect lands in the call queue. Sent email with some persona-specific content

Receives email with a relevant CTA; downloads whitepaper. He hits multiple product webpages

Retargeted with display ads, keeping offering top of mind. Does not click through. Receives call, does not answer.

Clicks through a social post offering Buyer’s Guide. Views more web content correlated with sales readiness

An email custom to buyers guide precedes a phone call that James takes. He books a meeting with a sales rep.

SUSA

NJA

MES

©2014 MarketBridge Corp.– 11 –

Lifting Sales Productivity Through Digital

Engagement and Customer Analytics

Prioritize SalesCall Patterns

EngageCustomers Digitally

•Analytics driven

•Sales-ready

•Likelihood to convert

• “Not ready to buy” prospects

• Low cost coverage

• Systematic lead qualification and scoring

Feed Sales Quality Leads

• Trigger-based

• Fed into SFDC

• History of digital engagement

TRANSITION

©2014 MarketBridge Corp.– 12 –

The Economic Potential

For every

100 inside

reps…

25% increase in rep sales productivity

$1.4M+ in potential labor savings

60%+ increase in per rep quality talk time

17,600 more quality conversation hours

20% lower cost-to-sell

Lower cost per conversation by $5

Up to 20-25% lift in overall sales production

2.5X more touches of nurtured prospects at 81% lower cost

©2012 MarketBridge Corp.– 13 –

.

Dramatically Improve Sales Productivity in 5 Steps

Digital Sales Coverage

STEP 2

TargetHighest Value

Customer Interactions

through Analytics

STEP 1

Quantify the Business Case

& Build the Launch Plan

STEP 3

Launch Digital Engagement Programs to Engage Early

Stage Prospects

STEP 4

DeploySMART™

Analytics to Continually Feed

Reps the Best Prospects

STEP 5

Engage Prospects in aContent-Rich

Community and Build Data Asset

©2014 MarketBridge Corp.– 14 –

What’s Your Economic Potential?

• Web-based calculator

o www.market-bridge.com/digital-sales-coverage-roi-calculator

• Scenario planning

• 6 customized inputs

• 7 business-impact outputs

©2012 MarketBridge Corp.– 15 –

Benefits of Digital + Data Programs

Increased Revenues and Customer Lifetime Value

Expanded Customer Reach and Response

Reduced Cost-to-Sell

Deeper Customer Insight

Improved Customer Experience

©2014 MarketBridge Corp.– 16 –

WEB TOOL

What next?

OnlineDigital Sales Coverage

Calculator

OUR COMMUNITY NEXT EVENT

April 16th

Webinar“Is Marketing Automation Failing You…or Vice Versa?”Be wary of Shiny Object Syndrome

www.market-bridge.com/calculators/sales The-digital-bridge.com

Presented by:Kelly WaffleDigital marketing and technology practice lead