Shorten Your Sales Cycle:How Pardot and SugarCRM empower Sales

Presented by: Derek Grant, SVP of Sales, Pardot

A Little About UsA Team of 12 sales pros and only 2 marketers.

• Marketing automation company founded in 2007

• More Than 750 clients

• Target SMB companies with a complex sales cycle

• 100 % inside sales

Shorten Your Sales Cycles13 Practical Steps

Visitor Report • Lead generation• Validation of responseScan Quickly• Number of pages?• Location?• Search Term?Who do you call?• Your target champion

1. Capture

Sales Drinks From a Fire Hose:

1. Eyeball

2. Score• Implicit Activities

3. Grade• “Ideal Customer” Profile

2. Qualify

Use 3rd Party Data• Jigsaw• Social

• Facebook• Twitter• LinkedIn• Klout

3. Augment

Exceptional Activities:• Search Terms• Key Content• Buying Signals

• Pricing Page• ROI calculator• Trial Registrant

4. Identify

Assign Exceptional Leads• Exclude Tire Kickers • Combination of Activity, Recency and Intent

5. Assign

Review Comments, Referrer and Activity

6. Notify

Pass relevant touchpoints to Sales• Search Terms• Online Activities

7. Enlighten

Once a lead passes to the CRM, adjust your Lead / Contact View• Add Score, Grade, Last Activity as sorting criteria• Suggestion - Start with Grade, then Score, then Activity Date

8. Prioritize

Track Ad-Hoc Emails• Accompany voicemail with

email• Link to value added content• Online Demo, Analyst

Reports, Conference, etc…• Independent Sites

Best Practices:• Mask the Link • 1 Recipient per email

9. Communicate

Alert Sales when Prospects re-engage• In SugarCRM, LeadDeck and Email Alerts

10. Alert

Standardize Prospect Data• Create Fields for +/-10 things that help you sell• Unified Sales & Marketing Data• Rep-supplied data points help target email campaigns• Things you wouldn’t get on a form

11. Supplement

Prospects hate sales• Nurture non-responsive

leads• Give sales access to

campaigns

Fake Sincerity• Appears to be from sales

Automate Closed/Lost

12. Nurture

Accountability• Sales & Marketing work

together• Track the “Status” and

“Created Date”• Identify ignored leadsSome bad still get through…• Mark as Unqualified

• This syncs with Pardot• Stops nurturing

13. Measure

Run a couple of campaigns

Don’t Expose too soon

Phase-in Reports• Visitor Reports • Prospect Reports / LeadDeckSales-Proof• Simple OptionsFind a success story

Tips for Success

Sales Do’s and Don’tsDo

• Focus the conversation on the prospect’s interests

• Respond in a timely manner

• Nurture leads who are not ready to buy today / don’t engage

• Leverage the CRM as the primary way to get data

Don’t• Be creepy

• Let the prospect know that you are responding because of their activity

• Jump on anonymous visitors

• Give info to Sales too soon

Pardot950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326

404.492.6848877.3B2B.ROI@pardotwww.pardot.com

Thanks for Your Time

Derek GrantSVP of Sales

derek.grant@pardot.com

@derekgrant