#XSP18

The Revenue Engine 3.03 Steps to Architecting Your Own Revenue Funnel for Growth

#XSP18

The Revenue Engine 3.0:

• 3 Steps to Architecting Your Own Revenue Funnel for Growth

#XSP18

• CLASSIC SALES FUNNEL • MANAGED FUNNEL

WHAT WORKED IN THE PAST…

AttractConvert

NurtureQualify

NegotiateClose

Cold CallsEventsDemos

Email CampaignsLunch & Learns

Cold Calling

AttractPush Message

QualifyClose

#XSP18

How did we get here?• 2000+: Product Selling

• Promote and Sell Manufacturer Products• 2010: Solution Selling

• Discover Customer Needs and Aligning them with a Solution• 2014: The Buyer’s Journey

• More than 60% of the Buying Journey will take place before the buyer every makes initial contact with your sales team

• 2015: Sales & Marketing Alignment• Leakage in the Funnel: Begin to understand that all leads can’t be treated the

same all of the time• Challenger Sale

• 2016: Revenue Engine 3.0• Differentiate from Marketing Qualified and Sales Qualified Leads• Measure Performance at the top, middle and bottom of the revenue funnel

• 2018: Digital Transformation• Data drives decision making• Consultative Sale

1.02.03.0

#XSP18

We still getting in front of prospectsWe’re still closing deals

WHAT’S THE PROBLEM?

#XSP18

We have a leaky funnel

#XSP18

REP: Calls to determine interest Buy

Go Cold / Non-Responsive?

RIP

Campaign

Opens an Opportunity

Interest? Y

N

SEO

Events

RIP

Stay with Incumbent

Wait

Go with competitor

Sales Generated

Lead

Not Buy

RIP

List

60%

RIP

73% of leads never get called

2 attempts and dead

ONLINE

Cold CallerAppointment Setter

SDR / BDR

#XSP18

Leaky Funnel• We treat every lead like it has the same

level of interest• Nowhere to put leads that are not

ready to talk to sales• No way for getting leads closer to being

“sales ready”• No way to engage non-responsive

leads• No process to send leads back to

marketing when a lead is on hold, does not buy or chooses a competitor

#XSP18

What does data tell us?

Hugh MacFarlaneFounder & CEO of Math Marketing

“Not with Volume but with Quality of Process”

An aligned sales & marketing teams saw an increase in sales closer rates lift from 21% to 35%

• Aberdeen Research Group: Companies with poor sales and marketing alignment have a 4% revenue decline

• Annuitas Group: 47% of large purchases result from nurture leads than non-nurture leads

• ReachForce: • 50% of sales time is wasted on unproductive

prospecting• Sales reps ignore 50% of marketing leads

#XSP18

Anyone spot any patterns?

#XSP18

• “71% of marketing leads never get called by a sales person.”

- David Elkington | CEO, Inside Sales

• “50% of marketing qualified leads are NOT yet ready to talk to sales.”

- Marketo

• Sales people want to have sales-ready conversations

- Ginger Clay

In a nutshell

#XSP18

HOW DO MARKETING & SALES WORK TOGETHER?

• Understand the Buyer’s Journey• Define the role of marketing and sales • Build a Model• Benchmark Results. Improve on Benchmarks.

#XSP18

buyer’s journey

• Do I have a problem?• What’s out there?

Awareness

• Should I make a change?

• Who can help me?• What should it cost?

Consideration• Which solution will I

choose?• Will it deliver on its

promises?• What did I forget to ask?

Decision

Free Assessment

here?

Free Assessment

here?

1

#XSP18

Roles: who does what?Attract

Nurture

Convert

Stick

• Attract leads that have not heard of us or are doing their own search

• Convert leads on our site and reviewing our content

• Nurture leads for a warmer sales-ready conversation

• Keep them stickyto additional services

Qualify

ProposeCommit/Close

• Qualify Opportunities for BANT

• Scope, Propose and design the solution Consult the client on a best in class solution

• Negotiate for a better margin

• Commit the contract

• Close & turn it over for fulfillment

MARKETING SALES

2

#XSP18

MQL OPEN OPP

CLOSE OPP

Lead ON-BOARD

SERVICE

Do I have a problem?

Should I make a change?

AwarenessI should make a change. What’s out there? How much should it

cost?

Consideration

Which vendor will I choose?Will they do what they promise?

Decision

What have you done for me lately?

Top of Mind

ATTRACT• Keyword Search• Blog Article• Google Search• Event

CONVERT• On Site Offers• Retargeting• Optimizing

Online Conversion Path

NURTURE• Content/Email Campaign• Specific Next Action Steps• Email/Social drive to Offers• Lead Score: Online activity

& Interest

QUALIFY• Upcoming Project?• Need more info to

decide?

• Meets Lead Score Threshold.

• WF to BDR

Set Appointment?

YN

Stage 1: QualifyStage 2: DiscoveryStage 3: Quote / ProposalStage 4: NegotiationStage 5: Verbal/Commit

NO DECISION OR WAIT?

LOST?

WON?

CUSTOMER NURTURE• Quarterly Touch• Lead

Scoring/Engagement• Customer Events

Sequence

3

#XSP18

Is the engine revved?

Let’s measure!

#XSP18

Scorecard• Baseline Tracking: How is your marketing performing month over month?

• SEO/Keyword Performance• Online Conversion Performance• Web Performance• Social Performance• Campaign Performance

• Performance Tracking: How is your lead generation performing?• Which offers/ social messages/ campaigns are generating greater engagement?

• KPIs: How close are you to goal?• Pipeline Generation

• Number of new leads generated• Number of leads being nurtured• Number of leads in the Opportunity stages

• Revenue Generation• Number of leads that close with (and w/o) success• Closed Ratios (Lead to MQL, MQL to Opp, Opp to Close)• High lead generating sources

4

#XSP18

Parting Questions

1. What is your process for nurturing a lead through your entire buyer’s journey?

2. Do you treat all leads the same? 3. Do you only have one way to interact with your leads?4. How do you account for leads who are not yet ready

to engage?5. Does everyone know their role?6. Are you a Revenue Generation Team or sales and

marketing people doing a job?7. Do you measure so you can improve?

#XSP18

Ginger Claywww.igniterm.com

ginger@igniterm.com402-810-7269