Sales Start with Lead Generation & Qualification · 2019-04-12 · Sales Start with Lead Generation & Qualification Whether you’re buying lead lists from well-known sources or you’ve

Sales Start with Lead Generation & Qualification

Spring Conference, April 6, 2019© MarketStar Corporation – Confidential

@TODDHANDY

[email protected]

HTTP://BIT.LY/HANDYDIGITAL(FIVE WAYS TO AMP UP DIRECT SALES)

© MarketStar Corporation – Confidential

To start…


LEVERAGE TECHNOLOGY, ANALYTICS & COACHING

4

• Combine technology stack, sales leadership & sales operations to empower sales teams to improve customer interactions, optimize and execute outreach sequences, and analyze results to identify coaching opportunities.

• Enable sales managers to track progress and coach sellers more efficiently to continually improve processes and achieve desired results.

Technology Elements

Advanced Analytics & Coaching Increased Revenue



THE ROLE OF A LEAD QUALIFICATION REPRESENTATIVE

• To ensure that we make contact with new leads early and often, helping us to engage with them when their interest or need for the product is highest

• To determine whether a lead is the right fit for us (and vice versa), with a clear opportunity for a successful campaign for their company

• To help sellers to prioritize their time effectively and pursue the right opportunities, so that we can improve win rates and launch more customers at speed

• To ensure a smooth handover from lead qualification to the appropriate seller, so that prospects receive a seamless buying experience from the right person, and are not “dropped” between LQR and seller


AN END TO END PROCESS

New Contacted RepliedConverted –

New Opportunity

Validate Discover Align Contracting Confirmed Closed Won

LEADLead Qualification Representatives

OPPORTUNITYWorkplace Client Partners

Contact attempt initiated with lead by rep

Seller reviews the notes provided by rep and accepts or rejects

the opportunity

Campaign date confirmed and creative lined up, with final

pre-launch review and best practice coaching

Sales Cycle timeTARGET: 2+ months

% Lead to Opp. ConversionTARGET: ~35%

WHAT

WIL

L HAP

PEN

WHAT

WE’

LL

MEA

SURE % Opp. Win Rate

TARGET: 20-25%

% Leads with contact attempted

TARGET: 100%

% Process AdherenceTARGET: >90%

Initial qualification conversation completed with the lead by the rep against key criteria, and the lead is converted to a New Opportunity,

or Disqualified

Seller confirms drivers and decision making process, support prospect in developing internal business case

Seller works closely with the prospect to drive internal alignment

across different functions and remove potential blockers to a

wider launch

Time to first contact

TARGET: Under 1 hour

% Sales AcceptanceTARGET: 60-70%


8

LEAD IS QUALIFIED – IS SELLER AVAILABLE?

WARM TRANSFER TO

SELLER

LQR SCHEDULES APPT. WITH DM &

SELLER

IMPLEMENT NURTURE CADENCE

(48, SD, 2H)

LQR JOINS, MAKES HANDOFF INTRO &

DROPS

SELLER CONVERTS LEAD OWNERSHIP

IN SFDC

YES

NO

KEY PROCESS ELEMENTS:

• Reducing time to touch

• Enabling immediate transfer

• Keep lead warm & engaged, keep seller prepped

• Clear visibility into stage progression (activities, milestones, best practices, etc.)

•Metric tracking and utilization, lead & pipeline velocity

• Visibility into opportunity progression

LEAD ACCEPTED BY SALES

LQR VETS CONTACTS FROM VARIOUS SOURCES TO DEVELOP

AND QUALIFY LEAD


WHAT DOES A LEAD QUALIFICATION PROCESS INVOLVE?

Step 7:Call / Voicemail #4

Step 8:Email #4


Step 9:Email #5

Day 8 Day 9 Day 10 Day 11 Day 12 Day 13 Day 14

Step 0:Scrub!


Step 2:Email #1

Step 3: LinkedIn InMail


Step 5:Email #2


Step 5:Email #3

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7

Example: NEW PROSPECT FROM APPROVED LIST


Client

EXISTING LIST CLEANSE ENRICH

MANAGE

SOURCENO LIST CLEANSE ANDVALIDATE

Client with existing list:

• Cleansing is done with any list

• Based on data health report, MarketStar may recommend enrichment• Ongoing data management is available

Client with no list:• MarketStar offers data sourcing, starting from wholly owned MarketStar data

• Depending on data MarketStar has available, MarketStar may purchase additional data• Purchased data lists are also cleansed and validated


• Touches (calls, emails, chats, etc.)

• Talk time, EM reponse rates

• Time to touch

• DM contact rate DMC/VAC

• Conversion rates (contact to MQL, SQL/SQO, etc)

• Leads contacted, qualified, passed

• Appointments kept, leads converted, leads closed

• CSAT/Promotor Scoring

LQR Metric Considerations

• Touches (calls, emails, chats, etc.), Lead conversion

• Opportunity creation, staging, progression

• Pipeline velocity

• Account development, progression, growth, retention

• Pipeline/Deal Accuracy

• Closed Won (IO)/Lost

• Revenue, initial and on-going

• CSAT/ Promoter Scoreing

• Daily/monthly spend, budget utilization

• Program execution, performance, growth

ISR Metric Considerations

Metrics are broken down to daily, weekly, monthly activities and can include:



MARKETSTAR CLIENT CASE STUDY

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Methodology§ Accounts with the following criteria

§ Include only prospects with company revenue data§ Include only prospects without Client sales closed

§ Total ~58K prospects (non-sold)

§ Seed with 327 accounts (sold) provided by Client to inform & predict the targeted non-sold prospects


PURPOSE OF ANALYSIS

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327 accounts

58,398 prospects

Group of prospects with highly predictive propensity to be like the

target accounts

5,612 prospects


• Predictions grouped (y-axis)

• Observed where the target accounts fell in prediction groups

• 79% of target accounts fell in 90% prediction group

• 16% fell in the 80% prediction group


• The makeup of these industries is slightly different than the average population

• Greatest increases• Junior Colleges – 5x• Colleges and Universities – 4x

• Museums and Art Galleries 3.6x• Executive Offices 3.4x

• Television Broadcasting Stations –3x

Industries that represent at least 2x the proportion in the 90% group vs. the entire population• i.e. Junior Colleges represent 0.56% of the

general population, but 2.95% of the 90% population (5.2x difference)


• Higher annual revenue

• ~Same credit approval amount

• Higher employee counts



Core Stack

OPTIMIZING INBOUND & OUTBOUND SALES TOOLS

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Inbound Outbound

InContact- Used for incoming call, chat, and voicemail, while allowing for managers to monitor interactions and provide analytics for coaching to improve rep effectiveness

Outreach- Email templating and automated contact sequencing to maximize rep activity and follow up in a prescribed method

Gong- Web-based tool that imports recordings from InContact and Outreach, transcribes, and analyzes calls for coaches to monitor and improve rep sales conversations

MyCoach- Creates visible dashboards for reps and coaches to measure interactions, enable meaningful training, and document goals for rep improvement

Optional($)



A

O

R



AActivities

By Combining the Activities, Objectives, Results (AOR) methodology with coaching and analytics, you can track and coach to which Activities are driving Objectives to achieve desired Results.

OObjectives

RResults

• Calls / Emails• Leads Touched• Call Quality

• DM Convos• Qualification %• Leads Created• Sales

Acceptance %

• Leads Qualified• Opportunities

Closed• Pipeline• Revenue

Weekly Coaching

Weekly Team Reviews

Example Sales/Customer Success Metrics


24

50 Closes/Mo.

2.3 Closes/ Day

~8 Opps/Day

~38 DMC/Day

~700 Calls/Day

AActivities

OObjectives

RResults

• 700 touches/day38 DM convos/day

• 8 opportunities/day

• 2.3 closes/day• ~$4,600/day

Required for Team of 10 to Close 600 Accounts/Yr.


§Activities Lead to Objectives Which Lead to Results§Coaching AOR = ?§Coach to ROA- what matters most?


What Gets Measured Gets Managed…

…What Gets Rewarded Gets Repeated© MarketStar Corporation – Confidential

THANK YOU!

@TODDHANDY

[email protected]

Sales Start with Lead Generation & Qualification

Whether you’re buying lead lists from well-known sources or you’ve handed a phone book to your sellers and said “go get ‘em” [yeah, that’s very 90’s, right?], one thing is for sure- sales start with good, qualified leads. In this session recommended for sales leaders of all levels, we’ll cover designing the proper qualifying criteria (BANT? ANUM?), prospecting best practices and tools, how to use “AOR” to maximize prospecting results, and discuss other best practices designed to ensure your sales teams maximize their selling time with the right prospects at the right team for the right opportunity.


Documents

Sales Start with Lead Generation & Qualification · 2019-04-12 · Sales Start with Lead Generation & Qualification Whether you’re buying lead lists from well-known sources or you’ve