Creating & Qualifying Sales Ready Leads · Inbound Drivers: Blogging, Webinars, Social Networking,...

Creating Sales Ready Leads

Creating & Qualifying Sales

Ready Leads

Sell More Outsourcing Series

Produced and Sponsored by:


Today’s Speakers

2 ©3FORWARD, LLC

Dan Hudson 3forward President, Co-Founder

Matt Smith 3forward Exec VP, Co-Founder

3forward.com Create. Increase. Accelerate.TM

Dan Goodstein Outsourcing Institute Managing Director


5 Steps to Lead Generation Success

3 ©3FORWARD, LLC

3FORWARD.com Create. Increase. Accelerate.TM

•  Know lead goals

•  Define perfect prospect

•  Segment the database

•  Process, automation, alignment

•  Create and promote content


Fill the Funnel Tools

4 ©3FORWARD, LLC



Define the Perfect Prospect

5 © 3FORWARD, LLC

3FORWARD.com Create. Increase. Accelerate.TM Sweet Spot Matrix © 3FORWARD, LLC

Category Strong Fit Good Fit Neutral Fit Annual

Revenues $250 million to $5 billion $5 to $10 billion Less than $250 million, greater

than $10 billion

Geography •  Global •  Multi-National

•  National or •  Multi-State

Single market, non-supported countries, high-quantity / very low density

Installed Technology

Campus and distributed Tier one PCs, servers, infrastructure

More than 20% non-supported products

Data center, mainframe, high end server, tier 2 OEMs

Seats 2,500 or greater, preferably distributed across multiple regions

1 to 2 thousand seats Less than 500 seats, heavily concentrated in a single site

Client Relationships

•  Existing relationship •  Installed base of equipment

No current or positive past relationship

Negative past relationship

Other Vendor Relationships

•  Numerous, fragmented vendor relationships

•  No concentration with single ITO

Regional providers In place full IT outsource relationship

Cross Selling Opportunities

Opportunity for three or more additional delivered service lines (Hardware, ITO, BPO, PLS)

Opportunity for an additional delivered service line (Hardware, ITO, BPO, PLS)

No additional opportunities


Database Segmentation

6 © 3FORWARD, LLC


•  Establish target characteristics and attributes

–  Industry, Geography, New/Existing

•  Classify buyer drivers

–  Role, Responsibility Level

•  Rank prospect types based on target criteria

–  Separate prospects into Tiers 1, 2, and 3


Formalize Process Sales Readiness: Segmentation, Targeting, Content

Development, Business Intelligence, SEO

Inbound Drivers: Blogging, Webinars, Social Networking, Events

Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking

Lead Nurturing: Promotions, Drip Campaigns, White papers

Warm Lead Engagement

Qualification

Prove Value

Decision

Marketing

Sales

Lead Scoring

7 ©3FORWARD, LLC



Formalize Process

8 © 3FORWARD, LLC


Lead Achieves Target Score

A's: 20, B's: 25, C's: 35

Actively looking to solve problem;Buying decision in 9-18 months; Has functional responsibility;Willing to meet face to face.

Newly realized problem, determining options;Decision likely in 12-24 months;Has functional responsibility;Willing to talk further on phone.

Information gathering, may have a problem;Timeline not defined / not shared;Responsibility to be confirmed;Willing to talk again in 90 days.

Tire kicker;May have need at some point;Timeline not defined.

Not a fit / Does not meet minimum lead criteria.

Set face to face appointment; Pass

Lead to Sales.

Set phone meeting; Pass Lead to 2nd Level Telesales.

Continue nurturing with drip marketing; Place on watch list

for behavior signals.

Continue nurturing with drip marketing; Place on watch list

for behavior signals.

Remove from active database.

Lead Qualification Process Leads

Lead Behavior / Disposition

A

B

C

D

X

TelesalesConfirm Need,

Interest Level and Willingness to

Discuss

TelesalesTarget account or Existing account

Routed to Account

Executive

Assumption:High Interest; Priority Shift Occurred;Researching Options

Promotedto Next Level Qualification


Implement Marketing Automation

9 © 3FORWARD, LLC


What to look for:

•  Analytics (website integration)

•  CRM API

•  Lead Scoring

•  Email, newsletter, landing page campaigns

•  Social media integration


Align Sales & Marketing

10 © 3FORWARD, LLC


Marketing •  Accountable for finding,

crea3ng, developing, nurturing and tracking leads

•  Establish mul3ple out-‐ and in-‐bound lead channels, website, SEO

•  Provide informa3on on Lead scoring, ac3vity and metrics-‐based reviews

Sales •  Accountable for leads that

become qualified

•  Transi3on non-‐progressing leads back to marke3ng for nurturing

•  Accurately maintain CRM tracking data

•  Provide market, compe33ve and prospect intelligence to marke3ng


Shared Sales & Marketing Goals

11 © 3FORWARD, LLC


Co-Create and Jointly Maintain

•  Market Segmenta3on and Sweet Spot Matrix

•  Target profiles and lead defini3ons

•  Lead stages and Sales Ready Qualifica3on criteria

•  Market messages, key dis3nc3ons and proof points

•  Scoring criteria

•  Program success goals and key measurements


Lead Nurturing

12 © 3FORWARD, LLC


Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Brian Carroll, CEO, InTouch and author of Lead Generation for the Complex Sale (McGraw Hill, 2006)


Nurturing Best Practices

13 © 3FORWARD, LLC


•  Establish a blend of messages to reach your full lead database

•  Messages must be relevant to them (industry, role, challenges, etc)

•  Connect lead behavior to lead nurturing strategy

•  Watch your timing (measure and adjust)

•  Call to action (not always to buy from you!)


Summary

14 © 3FORWARD, LLC


•  Specific criteria for lead stage definitions

•  Metrics to assess lead pipeline

•  Triggers for moving leads to sales

•  Tools for engaging and tracking leads

•  Align Sales and Marketing


How We Can Help

15 ©3FORWARD, LLC


•  Lead ReadyTM

•  Sales Strategy and Process

•  Strategic Sales Plans

•  Sales Leader Dashboards

•  Sales Change Management

www.3forward.com


Resources

16 ©3FORWARD, LLC


Finding Your Best Prospects Success Kit

Sweet Spot Matrix Success Kit

Do I Have Enough Leads Calculator

Increase Sales Effectiveness With Marketing Automation

Feel free to contact us at www.3forward.com


Thank you for joining

“Creating Sales Ready Leads”

Sell More Outsourcing Series

Creating & Qualifying Sales Ready Leads · Inbound Drivers: Blogging, Webinars, Social Networking,...

Documents

Transcript of Creating & Qualifying Sales Ready Leads · Inbound Drivers: Blogging, Webinars, Social Networking,...