#B2B (R)Evolution: The SiriusDecisions Demand Waterfall in ... · –The ebb and flow of marketing...

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Driving Demand with Small-Net Fishing Jason Hekl Service Director, Demand Creation Strategies, SiriusDecisions

@the_hekler

Jim Reiss Vice President, Sales, ConnectAndSell

[email protected]

22 August 2013

https://twitter.com/the_hekler

https://twitter.com/the_hekler

mailto:[email protected]


All Rights Protected and Reserved. 4



About Sirius: What We Provide, How We Deliver

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Events

Learning

Consulting

Advisory



It’s All About Persistence…

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Executive Summary

• Key issues

– Overreliance on inbound inquiries can sabotage demand creation

performance

– Traditional outbound cold calling is often inefficient and unproductive

– The ebb and flow of marketing activity and teleprospecting capacity too

often leads to inconsistent results

• What you will walk away with

– A framework for developing small-net fishing capabilities

– Actionable strategies for executing three types of small-net fishing

programs

– Advice on how to scale small-net fishing efforts with marketing automation

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The Rearchitected Demand Waterfall

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Close

Sales Qualification

Marketing Qualification

Inquiry Outbound Inbound

Teleprospecting Qualified

Leads (TQLs)

Teleprospecting Accepted Leads (TALs)

Sales Generated Leads (SGLs)

Sales Accepted Leads (SALs)

Automation Qualified Leads (AQLs)

Teleprospecting Generated

Leads (TGLs)

Sales Qualified Leads (SQLs)

Won Business

FO

CU

S

AR

EA

WHY?

• Self-directed and

target account

cold calling are

two of the most

important

teleprospecting

activities

• Between 5 and 22

percent of sales

accepted leads

originate in the

teleprospecting

organization



Small-Net Fishing, Defined

SiriusPerspective: Small-net fishing improves on cold calling through planning, marketing support and technology utilization.

Foundational Elements

• Execution is teleprospecting-led

• Proactively targets new prospects

• Programs run for limited duration

• Activities performed on a rolling schedule

• Includes outbound calling and email

• Supported by technology

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54%

64%

68%

71%

71%

75%

79%

79%

82%

86%

Mine social networks for contacts

Follow-up marketing program leads

Self-directed cold calling

Attend sales-led calls

Attend meetings

Appointment setting

Perform administrative tasks

Contact discovery

Sales-directed cold calling

Send prospecting emails

Small-Net Fishing Is Not New

SiriusPerspective: Small-net fishing activities are established outbound tele responsibilities; the difference is in how they are performed.

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✔

✔

✔

✔

✔

✔

✔

Small-net fishing utilizes seven of the 10 most common teleprospecting activities



Ways to Fish

SiriusPerspective: Match the small-net fishing approach to the situation, as well as the skills and competencies of lead development reps.

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Marketing-Directed

• Targeted by marketing

• Planned as part of campaigns

Teleprospecting-Triggered

• Targeted by teleprospecting

• Perpetual menu-based plays

Sales-Requested

• Targeted by sales (target accounts)

• Rapid response capability

• Product introductions or launches

• Competitive replacements

• Social discovery and outreach

• Referrals

• Underperforming or new territories

• Market triggers (e.g. M&A)



A Purposeful Approach

SiriusPerspective: Investing time and effort in planning, preparation, execution and optimization of SNF programs is a prerequisite for success.

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1 Planning

Preparation

Execution

Optimization

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3

4

GOAL: Repeatable,

rapid-response demand

creation



Phase One: Planning

SiriusPerspective: Know who is being targeting and why they will care; otherwise, it’s just cold calling to pitch a product.

Key Considerations

① Targeting precision

② Messaging and offer strategy

③ Modeling the program flow

④ Defining the service-level

agreement

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Phase Two: Preparation

SiriusPerspective: Proper preparation will make a small-net fishing effort easy for the teleprospecting team to execute.

Key Considerations

① Sourcing the list

② Assembling the program

③ Training the team

④ Developing call guides

and playbooks

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Phase Three: Execution

SiriusPerspective: Execution of small-net fishing programs is prescriptive, and controlled and supported by automated processes.

Key Considerations

① Launching the first wave

② Managing inflows vs.

outflows to achieve a

daily cadence

③ Managing the program

down the stretch

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Phase Four: Optimization

SiriusPerspective: Use rep feedback and performance monitoring to iterate and tune programs for greater leverage.

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Key Considerations

① Listening programs and

feedback loops

② Performance analysis

③ Automation adjustments

④ Standardize and syndicate

(e.g. templates, playbooks)

⑤ Ongoing training



Execution Cockpit

SiriusPerspective: Configure consoles in the sales force automation system for reps to execute their small-net fishing program activities.

Consoles should include:

• Prioritized list of who to

call, with contact details

• Call, email and

response history

• Place in the program

flow (status)

• Call guidance

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Performance Dashboards

SiriusPerspective: Utilize dashboards to track performance across small-net fishing program types and for each lead development rep.

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Type

Added to

Flow

In

Process

DQ’d

Retired

Promoted

Conversion

Rate

Pipeline Value

Won

MD 745 390 147 171 37 4.97% $1,235,800 $247,160

TT 1,133 721 229 135 48 4.24% $1,603,200 $320,640

SR 319 211 45 45 18 5.64% $601,200 $120,240

Campaign Type - Rollup 30-60-90 day views

Rep

Added to

Flow

In

Process

DQ’d

Retired

Promoted

Conversion

Rate

Pipeline Value

Won

Jones 100 7 28 61 4 4.00% $133,600 $29,392

Cook 250 18 54 172 6 2.40% $200,400 $44,088

Tele Triggered SNF Programs, by SDR



The MAP Backbone: Marketing-Directed

SiriusPerspective: Design and manage small-net fishing programs through systems that adapt to available capacity.

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Continuous Feed: Sourcing and enrichment of

contact records need not be complete before

program starts Schedule First Week: Model the first week based

on number of contacts, program duration and daily

call volume estimate Encourage Proactive Outreach: Schedule

subsequent calls based on evaluation of record

status As People Exit, Drip in More: Use program exit

(promotion, DQ, retired) as trigger for program entry



The Art of the Possible

SiriusPerspective: The technology exists today to create a high-volume, highly targeted and highly personalized small-net fishing environment.

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SFA: Execution Console,

Prioritization

MAP: Define Entry Criteria, Flow

Info Sources: Acquire Contacts,

Enrich Data

Calling: Dynamic Lists, Pre-Seeded Intel

Message Delivery: VM,

Email, Chat, Text

SFA, MAP: Automated Scheduling



Mistakes to Avoid

SiriusPerspective: Don’t let a bias toward action relegate the importance of proper preparation; achieve balance through smart planning.

• Rushing through the segmentation, targeting and contact acquisition

exercise

• Not putting enough emphasis on answering WIIFM

• Focusing too much on activities and not enough on the desired

outcomes

• Not communicating and reinforcing the importance of keeping to the

schedule

• Failing to reconcile the cadence of activity against resource availability

• Losing sight of the most important piece: the quality of the dialogue

between the rep and the prospect

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Action Items

• Marketing

– Integrate technology-supported small-net fishing

programs into your campaign planning

– Build out perpetual and rapid response small-net fishing

capabilities to support teleprospecting and sales

• Sales

– Learn from teleprospecting peers to incorporate small-

net fishing into your personal prospecting efforts

– Collaborate with marketing to develop small-net fishing

program request and fulfillment processes

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Thank you!

#B2B (R)Evolution: The SiriusDecisions Demand Waterfall in ... · –The ebb and flow of marketing...

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