[webinar] give your sdrs an unfair advantage with predictive

Download [Webinar] Give Your SDRs An Unfair Advantage with Predictive

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  • Give Your Sales Development Reps An Unfair Advantage With Predictive

    Kerry CunninghamSr. Research Director

    SiriusDecisions@KerrySirius

    Presented by:

    Max AltschulerCEO & Co-Founder

    Sales Hacker@MaxAlts

    Tony YangVP Demand Gen

    Mintigo@tones810

  • House Keeping

    Audio CheckAudio is delivered via your computer speakers

    Please let us know in the chat window if there are audio issues

    Webinar Replay AvailableWe will send you a recording of todays session afterwards

    Ask Questions In The Chat WindowAsk questions at anytime & we will answer them during Q&A

  • Terry Flaherty

    Senior Research Director @Tdiddy

    Kerry Cunningham

    Senior Research Director @kerrycunningham

    How Predictive Gives LDRS An Unfair Advantage

  • Kerry Cunningham

    Senior Research Director @KerrySirius

    How Predictive Gives LDRS A Much Needed Assist

  • 5 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Outbound Prospecting in the State of Nature

    The life of mankind in the state of nature solitary, poor, nasty, brutish and short

    Absent: Law Culture Governance

    You get: Chaos Feuds and

    warfare

  • 6 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Outbound Prospecting in the State of Nature

    The life of outbound prospectors in the state of nature solitary, poor, nasty, thankless, unproductive and filled with rejection

    Absent: Precise targeting Strategic cadencing Integrated outreach LDR Enablement

    You get: Chaos Lost productivity Failure

  • 7 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Most Lead Development Calls are Ineffectual

    of live connects last less than 3 minutes 88% The average call with a decision-maker is

    just over 4 minutes 4.2 of outbound calls result in no progress toward qualifying a lead 50%

  • 8 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Average Attempts to Produce A Lead - Outbound

    Call Attempts 0.00 10.00 20.00 30.00 40.00

    Manager

    Director

    Vice President

    C-level

    In the data we examined, more effort was required to reach prospects higher in the organization.

  • 9 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Design Principles The Desired End State

    Systematic | Measurable | Sustainable | Scalable

    Connected to processes that precede and follow it

    Planning Process reviews

    Diagnostic Actionable

    Repeatable processes

    Execution according to plan

    Balanced, consistent performance

    Designed so average performer can succeed

    Process replaces genius

  • SiriusPerspective:

    10 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Management

    The Eight-Factor Model of Lead Development The most effective lead development organizations optimize around the eight key

    disciplines that comprise the function.

    Job Design

    Measurement

    Development Selection

    Culture

    Targets Execution

  • SiriusPerspective:

    11 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-

    reliance on intuition and wishful thinking.

    Typical Lead Development Lead Dev With Predictive

    Planning Poor target selection Left up to LDRs, sales Not fitted to goals

    Predictive prospect selection Leading indicators operationalized Focus on accounts vs. contacts

    Preparation Roll your own messaging and contact strategies Multi-channel outreach Prioritized lists, scientized cadences

    Execution Person-focused contact strategies One-size-fits-all messaging Disciplined, fact-based cadences Account-centric contact strategies Individualized messaging

    Optimization Management by anecdote Outreach governed by yield curves Propensity models optimize performance

    Planning Preparation

    Execution Optimization

  • SiriusPerspective:

    12 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-

    reliance on intuition and wishful thinking.

    Typical Lead Development Lead Dev With Predictive

    Planning Poor target selection Left up to LDRs, sales Not fitted to goals

    Predictive prospect selection Leading indicators operationalized Focus on accounts vs. contacts

    Preparation Roll your own messaging and contact strategies Multi-channel outreach Prioritized lists, scientized cadences

    Execution Person-focused contact strategies One-size-fits-all messaging Disciplined, fact-based cadences Account-centric contact strategies Individualized messaging

    Optimization Management by anecdote Outreach governed by yield curves Propensity models optimize performance

  • SiriusPerspective:

    13 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    The Evolution of Intelligent Outbound Prospecting Typical lead development is characterized by a lack of logic and science and an over-

    reliance on intuition and wishful thinking.

    Typical Lead Development Lead Dev With Predictive

    Planning Poor target selection Left up to LDRs, sales Not fitted to goals

    Predictive prospect selection Leading indicators operationalized Focus on accounts vs. contacts

    Preparation Roll your own messaging and contact strategies Multi-channel outreach Prioritized lists, scientized cadences

    Execution Person-focused contact strategies One-size-fits-all messaging Disciplined, fact-based cadences Account-centric contact strategies Individualized messaging

    Optimization Management by anecdote Outreach governed by yield curves Propensity models optimize performance

  • SiriusPerspective:

    14 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also

    increase the likelihood that prospects will answer LDR calls.

    Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking.

    Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses.

    If using predictive to source leads, you may also be able to target the sourced leads directly.

    Display Advertising

    Responses are not the only reason to provide air cover.

  • SiriusPerspective:

    15 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Integrated Marketing Increases Response Integrated, multi-touch marketing tactics not only drive warm inquiries, but also

    increase the likelihood that prospects will answer LDR calls.

    Mere exposure. A robust finding from the psychology of decisionmaking: Simply being exposed to a name or concept induces a sense of liking.

    Integrated demand creation tactics: Use ad targeting, social and email marketing to generate interest and responses.

    If using predictive to source leads, you may also be able to target the sourced leads directly.

    The Bieber Effect That song you hated but now hum to yourself

    Responses are not the only reason to provide air cover.

  • SiriusPerspective:

    16 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity

    targets, and match them to marketing and sales tactics.

    Optimization Execution Preparation Planning

    Lead Qual

    Prospecting

    Account-Based

    Predictive models Outbound

    Needs, Fit Intent

    Inbound Fit, Interest

    Account Monitoring Interest

    Select: MAP and SFA accounts, contacts

    1

    Prioritize: Accounts, contacts

    3 Engage: Accounts for calls Enable conversations

    4

    Alert: Monitor target accounts, alert account teams

    5

    Machine learning continuously improves prospect models

    2Source: Net new accounts, contacts

    Multi-touch, integrated tactics and programs

    Email Display

    Social Phone

  • SiriusPerspective:

    17 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Deeper Dive: The Role of Predictive Five distinct predictive applications can be used to select and source high-propensity

    targets, and match them to marketing and sales tactics.

    Optimization Execution Preparation Planning

    Lead Qual

    Prospecting

    Account-Based

    Predictive models Outbound

    Needs, Fit Intent

    Inbound Fit, Interest

    Account Monitoring Interest

    Select: MAP and SFA accounts, contacts

    1

    Prioritize: Accounts, contacts

    3 Engage: Accounts for calls Enable conversations

    4

    Alert: Monitor target accounts, alert account teams

    5

    Machine learning continuously improves prospect models

    2Source: Net new accounts, contacts

    Multi-touch, integrated tactics and programs Email Display

    Social Phone

  • 18 2017 SiriusDecisions. All Rights Reserved

    @KerrySirius

    Predictive signals should also drive playbooks for lead development and sales.

    Presentation to Sales

    B