Craig Rosenberg TOPO

I need your helpI need your help

Michael BrondelloGlider

Matt HeinzHeinz Marketing

#modernsales

Today’s Speakers

Craig RosenbergCo-Founder, TOPO

© 2013 TOPO

@funnelholic

#modernsales

Matt HeinzCEO, Heinz Marketing

@heinzmarketing

Michael BrondelloGlider

@mikebrondello

Agenda

1. Map the buying

experience

2. Content Selling

3. The Metrics-Driven View

of the World

4. A Commitment to

Coaching

5. Efficient, scalable sales

processes

6. The Automated Sales

Organization © 2013 TOPO

Photo byMikeSchinkel #modernsales

Map the Buying Experience

#modernsales

Delivering a great buying experience is really hardDo you know…1. Who the buyer is?2. The steps the buyer takes to

make a purchase?3. What they want at each step?4. The information they consume

along the way?5. What they really thinks of you at

each step?

6. What the buyer really wants from you?7. How do we design an exceptional buying experience?8. Which touch points will drive the most revenue?9. How to implement that experience?10. How to measure and optimize your buying experience?

#modernsales

Map the Buying Experience

Buyer Stage

Buyer Activity

Status Quo Understand

Requirements/ Options

Engage Vendor(s)Identify Problem/Opportu

nity

Make Decision/Purchase

1. One person support orgOne person handling support cases – CEO/owner or admin does this at 93% of small businesses

2. Using Gmail/Google DocsSingle person using Gmail/Google Docs for customer support issues

3. Number of tickets growingNumber of customers/tickets/complexity of issues growing rapidly

4. Two people now working supportHires/assigns employee to work support issues

5. New employee not self-sufficientNew employee constantly pinging CEO/admin to help with support issues

6. Two person workflow issueCreates workflow issue where company can’t track whether issues have been resolved

7. Assign new employee to find solutionCEO assigns new employee to find technology solution

8. Collects basic infoUses Google -> 3rd party sites -> vendor content to collect basic information and understand market landscape

9. Talks to peersCollects information from peer/end-users on what they did

10. Core features identifiedCore requirements identified as basic ticket management and online support

11. Gathers pricing dataGathers pricing data from well-known vendors’ landing pages

12. Focuses on ease of useRealizes that low set-up costs and ease of use are most important requirement

13. Develops vendor shortlistIdentifies 1-3 vendors who seem to meet requirements at first glance

14. Creates vendor eval planDevelops demo/trial-centric plan to engage shortlisted vendors

15. Visits 1st vendor’s siteBuyer visits perceived leading vendor’s site 1st

16. Signs up for free trialSigns up for free 14 day trial on home page; wants to get started right away

17. Just needs it to workJust wants to make sure software works for core use cases; must be easy

18. Starts using trialTrial actually requires real work to start using, but buyer perseveres

19. No other trialsGiven time that setup takes, buyer will only do one trial

20. Takes call/email from salesSales contacts buyer via phone and email to offer support thru trial

21. Takes 2nd call from sales2nd call from sales reminding buyer that trial is about to expire

22. Internal meeting on decisionQuick meeting with CEO to make recommendation; CEO agrees

23. Buyer decides to purchaseBuyer moves forward with purchase without evaluating other options

24. Enters credit card infoEnters credit card information landing page

25. Buyer becomes customerTrial converts to full customer access and buyer begins using software

#modernsales

The Buyer Your Marketing/SalesWhat is the buying experience from the buyer’s perspective?

Do sales and marketing programs align to the buying experience?

What are the most important steps to the buyer?

Do you prioritize resources based on what’s important to the buyer?

What does the buyer want at each step in the process?

Are you giving the buyer what they want?

Is the buyer satisfied with the buying experience?

How can you continuously improve your buying experience?

Translate the buying experience into your sales and marketing strategy

#modernsales

Content Selling

#modernsales

Sales Stage Approach Qualify, Agree on Need, Presentation Refine Negotiation Close

Buying Stage

Problem Identification

Understand Requirements

Compare Vendors

Shortlist Vendors Negotiation Purchase

Decision

Persona #1 • Changing Buyer

• Content Selling 101

Persona #2 • Executive’s guide to Content Selling

• 10 Habits of Top Sales Leaders

Content mapping happens here

Map content to the buying experience

#modernsales

Awareness

Issue/Question Why do I need this product?

Messaging Soundbyte(s)

“Buyers prefer to consume content then listen to a sales person”“Legacy selling approaches are not as effective today?

Sales Play Focus on the problemUnderstand current environmentDeliver “Changing Buyer” presoSend Ultimate Guide to Content Selling

Content The Changing Buyer (Preso)The Ultimate Guide to Content Selling (Preso)

Process Next Step -Identify persona in CRM for nurturing-Set Follow

Prospect advances when

They identify there is a problem

Create individual content plays for each stage

#modernsales

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Sales and marketing collaborate on buying experience

Sales and marketing need to collaborate when designing a remarkable buying experience for your customers.

Fill gaps in buyer experience map

Marketing needs to create content to satisfy the different steps in the buying process map.

Answer questions Pay close attention to the questions and objections buyers need to know during each stop in the sales cycle and address these questions with content.

Understand why buyers fall out

Create content to help sales save buyers from dropping out of the buying cycle.

Create content offers your buyers want

Content offers are white papers, video, etc. When you understand how buyer’s buy, find out how they like to consume content as well.

Optimize Retire content and add new assets over time.

Build effective sales content

6

#modernsales

The Metrics-Driven View of the World

#modernsales

The metrics and reporting slippery slope

Just because you can track it:• doesn’t mean you should• doesn’t mean it’s important• doesn’t mean it should be on your

exec dashboard

Choose the right metrics to drive your business to higher sales, greater

pipeline yield and profitability

#modernsales

Five metrics you should not track

1. Dials

2. Demos or appointments

scheduled

3. Talk time

4. Salesforce.com logins

5. Logged activities

#modernsales

Ten metrics every revenue organization must track

1. Marketing Cost per Sales2. Customer Lifetime Value3. Nurture Database Success4. Addressable Market Size5. Sales Cycle Length6. Lead- Opportunity – Sales

Conversion Rates7. Deal Size8. Qualified Leads9. Referrals10.Customers

#modernsales

A commitment to coaching

#modernsales

6 ideas for building a great sales culture

1. Get executives involved– Exec sponsorship promotions– Call observations & follow-up

reports

2. Gamification3. Celebrate the big and little things4. Get their families involved

– Awards dinners

5. Mentors6. Open communication

#modernsales

15 sales coaching tips1. Focus on the numbers2. Focus on what they can control3. Compare current and previous habits and

performance measures4. Peer shadowing5. Deal walkthroughs6. Evaluate effort, attitude, and drive7. Use positive reinforcement and constructive

feedback8. Make a comp plan that requires consistent

performance9. Be aware of personal issues10. Create friendly but spirited competition between

reps11. Create a longer version of s contest contingent on

hitting quota12. Go back to basics13. Watch the video tape (be like Pujols)14. Be willing to use a performance plan15. Make sure YOU didn’t add to much process #modernsales

Efficient, scalable sales processes

#modernsales

Training the team

Standardized training programs develop reps to perform at a baseline

“Master the Fundamentals”

#modernsales

Keys to getting data from the funnel

1. Know your process!

2. Use descriptive titles for prospect categories

3. Every prospect needs a home

4. If it’s making the data confusing, you don’t need it!

#modernsales

Defined = automated

An automate process, is a streamlined process.

#modernsales

The Automated Sales Organization

#modernsales

Customer relationship management

• Information

• Opportunities

• Organization

• Scalability

• Automation

#modernsales

Contract management

“Prospects not Process”

#modernsales

Questions?

Matt HeinzCEO, Heinz Marketing

@heinzmarketing

Craig RosenbergCo-Founder, TOPO

@funnelholic

Michael BrondelloGlider

@mikebrondello

Thank You for Joining Us!

Please join us again at our upcoming events at funnelholic.com/events

Next up:

October 2, 2013 Sales Summit :

Quota Busting Sales Strategies from the World’s Top Sales Leaders