Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

50
Leveraging Tele-Sales For Marketing Part I: Inbound Lead Management Best Practices Aaron Ross / Erythean Martin BlackBox Revenue wwww.blackboxrevenue.com [email protected] [email protected] Never waste a lead

description

Learned from years at salesforce.com

Transcript of Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Page 1: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Leveraging Tele-Sales For Marketing

Part I: Inbound Lead Management Best Practices

Aaron Ross / Erythean MartinBlackBox Revenue

wwww.blackboxrevenue.com [email protected]

[email protected]

Never waste a lead

Page 2: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Experience

Page 3: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Plenty of leads, but then what? 

Contacting and converting your leads?  

Leads never get called, or get only a token effort? 

Collaboration with sales?

Here’s you right now

Page 4: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

When we’re done.

Page 5: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

The problem:

80% of the time, lead management

(processing & qualifying leads coming inbound to your company)

is the best place to quickly increase pipeline and marketing ROI

Page 6: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Three Too-Common Bottlenecks1. Diluted ownership of the marketing-to-sales

“baton pass”– Who owns the qualified pipeline metric?

2. Under-investment in “Sales Development”– Dedicated inbound lead qualification function – It’s less sexy than marketing budget or quota-carrying heads

3. Tasking the same reps to both qualify inbound leads and attempt outbound prospecting

– Oil and water

Page 7: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Waste of Energy

GARBAGE

Page 8: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

How Do You Stack Up?

• Best in class 30% 30% 90• Average 20% 20% 40• Underperforming 10% 10% 10

Do you know? ? ? ?

Lead-to-OpptyConversion

Rate

Pipeline-to-CloseWin Rate

Of 1000 leads, #

that close

Page 9: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

1. Treat salespeople as internal customers• Fewer, better leads = more revenue & higher ROI

2. Build a “Lead Management Machine”• Common language and metrics with sales• A dedicated sales development function • Well-designed tools and processes• CRM best practices

3. Commitment• Executive understanding & support• Pick one thing to start with and DO IT

(4. And a back-of-deck bonus)

3 Takeaways

Page 10: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Panning for gold

Page 11: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

…With a colander?

Page 12: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

It’s more like this

“80% of marketing efforts to generate leads are wasted and ignored by sales“

-Aberdeen

"A majority of sales leads are wasted every day, and 69% of sales leads receive no

follow-up at all”- Brain Carroll

Page 13: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

How can you plug theholes?

Page 14: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Salespeople

Page 15: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Salespersons’ shoes• Salespeople constantly prioritizing• They will call current customers before suspect leads• 80/20 rule:

– If less than 20% of the leads are ‘highly productive’ right away, they might de-prioritize that entire source of leads

– It’s not the # of leads, it’s the average quality that is critical

Page 16: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Simplicity• The better the average quality across

all leads given to sales…• The easier it is to follow up on leads…• The more sales will follow up &

close…• The higher your marketing ROI goes

Sales: “Don’t Make Me Think”

Page 17: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

What to doYour choice: A) Get frustrated, or…B) Consider them as customers

How can you deliver gifts that sales is consistently excited to open?

Page 18: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Do “less”,Qualify more

• Give quality, not quantity – less is more!• If you don’t have one, create a sales

development role• If you have a sales development role, improve

it’s qualification criteria and process• Train (and train, and train…) salespeople on

your CRM system and lead processes

Page 19: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Best practices

Page 20: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

TaxonomyEveryone uses different terms…here is how we use some:

• Lead– A suspect who registered on your website (or responded to a marketing campaign),

but has not yet been qualified• Opportunity

– After a lead is qualified, it is an active sales opportunity • Sales Development

– A function that bridges marketing and sales. Sales Development’s core purpose is to process inbound leads, and route qualified ones to the correct salespeople.

• Inbound / Inbound lead management– the flow of leads coming “inbound” to your website, either because of marketing

programs or word-of-mouth.• Outbound / outbound prospecting

– Tele-marketing, cold-calling, prospecting…an inside salesperson is proactively contacting cold or stale accounts

Page 21: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Start here• Define a common language with sales

– What’s a “lead”? What’s a “qualified opportunity”?– What are each group’s commitments to each other?

• Create a sales development role to qualify leads– Separate “inbound” from “outbound” [!] – Estimate one rep per 400 relevant leads/month

• Excluding junk, wrong markets, duplicates, etc.

– Comp: 50% monthly goals, 50% on revenue

Page 22: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Agree on a few, most important metrics

Most Common:• Inbound lead volume (leads/month)• % of leads converted to qualified opportunities• Qualified pipeline generated per month

– And what is needed per month to hit revenue goals

• Pipeline-to-close rates

Measure these metrics monthlyThese metrics should also be further sliced by

type of lead or market segment

Page 23: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

CRM best practices(principles)

• Leverage tools in stages: – First do more with your CRM system– Then worry about adding in ‘extras’ such as Ringlead, Genius…

• Avoid perfection!– Make it usable and maintainable rather than perfect

• Use dashboards (across the company)– Especially in meetings instead of excel – drive adoption– Create one for your CEO

• “Adoption boosters”– Training, laminated color handouts, contests, donuts…

It’s a journey, not a destination

Page 24: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Executive commitment• Common roadblock: executives with pure

enterprise sales backgrounds– “Website leads are a distraction” (a real VP Sales quote)

• YOU have to believe first!

• Educate them, relentlessly– Dashboards for visibility of issues– Results-based analytical tools (see bonus section)– Demonstrate before-and-after results

Page 25: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 26: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 27: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

The water’s fine.

DIVE IN!

Page 28: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

1. Treat salespeople as internal customers• Fewer, better leads = more revenue & higher ROI

2. Build an “Inbound Lead Machine”• Common language and metrics with sales• A dedicated sales development function • Well-designed tools and processes• CRM best practices

3. Commitment• Executive understanding & support• Pick one thing to start with and DO IT

(4. And a back-of-deck bonus)

3 Takeaways

Page 29: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Next month: Part II

You’ve dramatically improved inbound lead management…

…now you want better results from mid-market/enterprise leadgen.

How can you leverage tele-sales to break through the clutter and generate more qualified leads?

Page 30: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Aaron Rossaaron@alloyventures.com415-312-2579www.salesmachine.blogspot.com

Erythean [email protected]

Design: David Stychno ([email protected])

Coming: BlackBox Revenue

Thank You

Page 31: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Appendix

Page 32: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 33: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 34: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 35: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 36: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 37: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

2. Separate the core functions

OUT

AccountManagement

BoundQualification

SalesSales Development

MarketingGenerated Leads

BoundProspecting

IN Qualified Opportunities

New Customers

Page 38: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 39: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 40: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 41: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 42: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 43: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 44: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 45: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 46: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 47: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 48: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 49: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue
Page 50: Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

Aaron Ross

[email protected]

415-312-2579

www.salesmachine.blogspot.com