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Buildings Don’t Write ChecksHow to develop customer trust and commitment in a digital age

A Predictable Pipeline approach for PROSPECTX

Matt Heinz

Founder & President, Heinz Marketing Inc

Presented November 30, 2017

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Agenda

• Your objectives & targets

• What’s broken & what’s working in B2B today

• The Predictable Pipeline process

• The path forward to results

• A little about Heinz

• Q&A

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The “why”

• $XXXM in sales in 2018

• “Round the buoy” into 2019

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The “who”

• Organizations• More than 100 IT employees

• Individuals• Decision makers: CIO/CTO, CLO?

• Stake holders: Directors of IT with training responsibility

• Influencer: Corporate trainers, HR leaders with training responsibility

• Buying Committee• ??

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Math comes first (sample model)5

Assumptions

Meaghan ASP $65,000 Jennifer ASP $75,000 John ASP $80,000 Opp/Close % 25.0%Lead/Opp % 5.0%

Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16Meaghan Sales # 1 1 2 3 2 4Jennifer Sales # 1 2 2 2 2 2John Sales # 1 1 1 1 2 1Total Sales # 2 3 4 5 4 7Meaghan Sales $ $65,000 $65,000 $130,000 $195,000 $130,000 $260,000 Jennifer Sales $ $75,000 $150,000 $150,000 $150,000 $150,000 $150,000 John Sales $ $75,000 $75,000 $75,000 $75,000 $150,000 $75,000 Total Sales $ $215,000 $290,000 $355,000 $420,000 $430,000 $485,000 Meaghan Pipeline # 4 4 8 12 8 16Jennifer Pipeline # 4 8 8 8 8 8John Pipeline # 4 4 4 4 8 4Total Pipeline # 12 16 20 24 24 28Meaghan Pipeline $ $260,000 $260,000 $520,000 $780,000 $520,000 $1,040,000 Jennifer Pipeline $ $300,000 $600,000 $600,000 $600,000 $600,000 $600,000 John Pipeline $ $300,000 $300,000 $300,000 $300,000 $600,000 $300,000 Total Pipeline $ $860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 Meaghan Leads 80 80 160 240 160 320Jennifer Leads 80 160 160 160 160 160John Leads 80 80 80 80 160 80Total Leads 240 320 400 480 480 560

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Why is selling so hard today?

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What has changed?

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Five customer changes impacting your success

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Your customers are:

1. Busier than ever

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Your customers are:

1. Busier than ever

2. Self-educated

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When do they call you?

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Your customers are:

1. Busier than ever

2. Self-educated

3. Skeptical

4. Distrustful

5. Jaded

6. A lot like you!

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So what IS working today?

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4 lessons from The Challenger Sale

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1. How you sell is more important than what you sell

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2. Challengers teach, tailor & take control

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3. The value of your insights trumps the quality of your product

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4. Be memorable, not agreeable

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How do you break through?

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The Five Foundations of Customer Commitment

1. Attention

2. Interest

3. Trust

4. Interaction

5. Engagement

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The buyer’s journey

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Predictable Pipeline Development Framework

Target Market

Sales Cycle

Team

Message

Reach

Enabling Technology

Metrics of Success

Segments, accounts, personas, qualification criteria, list building

Length of time, number of meetings, decision process, buyer journey, deal size (how people buy)

Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding

“Point of view”, value proposition, subject matter expertise (need/outcome), trust validation

Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects.

Contact details, automated outreach/nurture, deal tracking

Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution

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Initial Ad-Hoc Defined Managed Optimized

Target Market

Lack of clearly defined target market and IdealCustomer Profile (ICP), no personas

Limited/assumption-based approach to market/customer. Limited to no qualification criteria defined

Ideal Customer Profiledefined, personas defined and articulated

Known accounts, defined and agreed to qualification criteria, defined and confirmed personas

Iterative approach to target account identification, dynamic personas, qualification criteria drives targeting

Sales CycleNo known or defined repeatable approach

Ad hoc approach & understanding of how customer buys

Understood time and decision making process,friction remains

Known and articulated buying journey, enablement focus

Selling process aligned with buying process, all known friction removed

Team

Undefined roles and responsibilities, no skills mapping/development

Major functional roles defined, high churn, low performance

Roles, responsibilities, and competency profiles defined and operational

Responsibilities and hand-offs known and operational, team is performing

Aligned team structure, career path and skill milestones

Message

No unified message and/orcompelling value proposition

Confusing and disorganizedmessage, no consistency and company-centric

Defined messaging and positioning mapped to audience, speaking to market and needs vs. feature/benefit

Content editorial calendar in place, major trust validation content in production, defined industry “point of view”

Versioned strategic messaging framework approach, content editorial calendar speaks to customer need/outcome

ReachOne-off bulk emails, direct ask outreach

“Every person for themselves” with no coordination

Sales playbook(s) in place but used for reference vs. execution

Coordinated efforts among email, phone, online, offline channels

Integrated and executed outreach “plays” across channels

Enabling Technology

Limited to no real technology in place. Basic email, phone, spreadsheets

Individual purchase decisions drive technology, low utilization, no integrated plan

Major categories purchased and in place, some coordination among teams

All current tools configured and utilized to justify expenditures

Technology aligned with process, approach in place to test new tools

Metrics of Success

Random and inconsistent measurement

Individual teams and contributors track and promote their metrics

Major categories tracked but bias towards actions vs. outcomes

Alignment around creating opportunities and revenue contribution across all activities

Full funnel measurement and accountability

Predictable Pipeline Maturity Model

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Establish the Foundation - Personas

• Develop “Pathological Empathy” – get out of the company-centric world!

• Who are your primary personas – prioritize to focus content development

• Companies are made of people – consider group dynamics

• Multiple people will likely influence, decide on, and ultimately use or be impacted by your solution.

• Decision makers, stake holders, influencers, end users

• Attributes, motivators and concerns

Department Head Primary Business UserDecision Maker

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Persona FrameworkDecision Maker

How I Buy Concerns Decision Factors Questions Desired Outcomes

How they research, evaluate, lead

Identify motivators based on performance, reputation, success

What matters the most? What areas are negotiable tradeoffs?

What’s the long term value and impact? Will we be successful? Can we trust the vendors?

The vision for success

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Motivational Framework

Workbook – pg9

Customer Journey Stage

Not In Market Stimulated Inquiry

Problem Identified

Research Solutions

Evaluation Decision

Journey Stage Mindset

Status quo works

Needs evolving

Status quo pains

Opportunities emerge

Desire to define problem

Active vendor research

Focus on desired outcomes

Anticipating positive change and achieving vision

Journey Stage Actions & Behaviors

Irregular market research

Peer networking

Informal info gathering and research

Push internal fixes for status quo to work better

Internal assessment or audit

Consensus building to change

Desire to define requirements & needed capabilities

Extensive internal assessment

Review internal dev or third party solution

Pricing inquiry

Ask for referrals

Research reviews

Trial evaluations and bake-off

Vendor matrix mapping to internal requirements

Committee reviews RFP options

Negotiate purchase terms

Internal mobilization for next steps

Next Stage Catalyst Status quo problem emerges

Lost business, cost increases

Who can help fix the problem?

Share requirements & RFP with vendors

Confirmation that final vendors support desired outcomes

Content Topic Suggestions

• Industry trends• Surveys• Case Studies• Interviews

• Innovation guides• Self-assessment

tools• Analyst reports

• Step by step business impact analysis

• Thought leadership

• Evaluation guides• ROI tools• Customer reviews

& success stories• RFP tools

• Sales content• Proof of concept• Customer stories

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Buying Committee Mapping

• Marketing usage: general committee model for market segments

• Long standing approaching to strategic account planning

• Create models for your market segments• Industry• Company size• Solution

• Book Resources:• Full Funnel Marketing – Heinz Marketing• The New Strategic Selling – Robert Miller

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Integrated Campaign ExampleCold Outreach• All prospects• Owned by Marketing

Give, Give, Get• Clicks from above• Opens from above• Balance from above• Owned by Sales or

Marketing

Action Required• Offer acceptance from above• Add to pipeline• Owned by Sales

1. Company Intro

1. Personal Intro

1. Deliver Offer/Schedule

Call

2. Relevant Experience

3. Unique Point of View

2. Helpful Content

3. Direct CTA

• Need/Outcome• Credibility

• Trust Validation

• Need/Outcome• Credibility• 1x1

• Relevant to them/you

• Soft CTA

• Demo, discussion, assessment• Whatever is first step of sales engagement

• Webinar invite• Passive engagement

~2 weeks ~2 weeks

2 days 3 days

2. Schedule Call follow up

2 days3. Schedule

Call follow up2 days

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Practicing the OODA Loop

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Seven quick words about Heinz Marketing

• Values

• Track record

• Team

• Sales orientation

• Results

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Our Predictable Pipeline Model

Outsourced

Execution

Strategic• Market – landscape, segments, buyer journey• Message – value proposition, positioning• Offering – product/service definition, packaging, pricing• Measurement – performance metrics, attribution (MPM)• Team – roles & responsibilities, incentives & compensation,

productivity & efficiency

Programmatic• Campaigns – lead generation, events, inbound marketing,

account-based marketing, SEO, social, influencer marketing, inside sales

• Content – leverage existing, create new, custom research, custom events, amplification

• Technology – Marketing automation (Marketo, Eloqua), Attribution (Bizible)

Results

• More Qualified Leads• New Sales

Opportunities• Higher Conversion

Rates• More Closed/Won

Deals• Performance

Improvement• Incremental Revenue

Advisory

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High-level potential timeline

• December:• Persona & buying committee development

• Messaging framework development

• January:• Sales enablement kit developed

• Marketing campaigns developed & launched

• February-forward:• Execution, optimization, scale

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Thank you!

Matt HeinzPresident, Heinz Marketing@heinzmarketingmatt@heinzmarketing.com