3.0 Strategies for Improving B2B Sales & Marketing Results

Bob Walmsley

Tailwind Strategies Overview

Agenda

B2B Buying Behavior has changed

Tailwind Strategies Solutions

Step 1 – Audit to Identify Bottlenecks

Step 2 – Modernize Processes

Step 3 – Best Practices Automation

Staying Connected

Founder & CEO Background

Bob Walmsley

• 20 years of applying process and technology best practices to sales & marketing

• Grew IONA Americas revenue from $35 to $103M in 3 years

• B.S. Computer Science MIT

Advisory Board

Andrew Clarke, VP Americas Marketing, Cognos• Former head of field marketing for Siebel • B.S. USMA & MBA Harvard Business School

Jim Gildea, Former CEO, Aegis Associates• Founder • B.A. Dartmouth

David James, Partner ,Swift River Investments• Former CFO IONA Technologies• B.A. Penn, MBA Darden

Bob Potter, CEO, Expressor Software• Previously CEO Kalido• B.A. Providence, MBA Rhode Island

Steve Smith, Former CEO, Optas• His books include Data Warehousing, Data Mining and OLAP and

Building Data Mining Applications for CRM• B.S. MIT, M.S. Harvard

B2B Sales & Marketing Best Practices 90’s

90’s Best Practices Sales (Give to get)

Sales Manager• Hire the best sales people• Train professionally and technically and reinforce• Motivate through compensation and recognition• Organize fairly• Stand-back but coach like hell• Fire quickly if they didn’t cut it

Sales Rep• Be the first in the door to “set the table”• “Give to get” negotiation with buyer• “Leak a week” information stream• If position A then accelerate sales cycle• If position B then delay and change requirements

But Buying Behavior has changed…

How B2B Buying Behavior has changed

1. Bottlenecks have often moved up the funnel

2. Website is now the first sales call

3. Positioning means Goooooooooooooogle

4. Buyers have ADD – must respond real-time

5. Buying and Selling cycles out of sync

Tailwind Strategies Solutions

Step 1a - Tailwind Performance Profile (TPP)

Audit of Sales & Marketing Processes & Tools

• Metrics and document gathering• Interviews• Data analysis, verification and benchmarking• Online Survey• Report preparation

“The Tailwind Performance Profile enabled us to quickly identify the bottlenecks in our marketing and sales processes” – Stan Jaworksi, VP Marketing VBrick

Step 1b – TPP Audit Output

Presentation & Report

• Create Key Performance Indicators• Bottleneck identification and explanation• Tailwind Scorecard for 6 key areas• Recommendations for easiest ROI

“Tailwind showed us where we could obtain the best ROI for marketing and sales” – John Lunny, CEO Vestmark

Step 2 – Sample Process Re-Design Projects

Close

Forecast

Opportunities

Leads

Website

Suspects

AdWords CampaignsAdWords Campaigns

Marketing AutomationMarketing Automation

Lead Management SFDCLead Management SFDC

Opp Management SFDCOpp Management SFDC

Closed Loop Closed Loop

Google Adwords Campaigns

B2B Best Practices

• Competitive Analysis

• Real-time Keyword Discovery

• Bid Management

• Ad Copy Recommendations

• Landing Page Design Recommendations

• B2B Conversion Tracking

• ROI Analysis based on closed opportunities

“Tailwind really helped us on the road to a successful exit” – Carlos Cashman, President, Course Advisor

Marketing Automation – Website Visitor Identification

Digital Buying Behavior

• Anonymous Visitor Strategies• Sales Alerts• Reports & Dashboards• Sales Follow up Strategies

“Tailwind’s unique real-time processes enabled us to achieve call connect rates of greater than 40%” – Jim Chordas Insides Sales Director, VBrick

Marketing Automation – Lead Scoring

BARDS Lead Scoring System*

• BANT• Activity• Recency• Dynamic• Static

• *Requires Visitor Identification System

“Tailwind’s BARDS lead scoring system significantly reduced our lead cycle times” – John Shearman, Internet Marketing Director VBrick

Marketing

Tier 1 Telemarketing

Tier 2 Partner sales

Management Reports & Dashboards

Campaigns Leads

Qualified?

yes

Lead Management

Lead Capture Mechanisms• Online Registration Forms• Import Lists From Excel

no

Sample Routing Rules• Territory Based Routing• Product Based Routing• TBD

Win?

Opportunity ManagementLead Generation

Campaign Effectiveness

& ROI

Accounts

no

yes

Opportunities

Types of Campaigns• Email Campaigns• Pay Per Click Ads

Sample Qualification Questions• Current Situation• Pains• Opportunity Size• Timeframe• Budget• Decision Maker• Main Competitor

Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.

Common Reasons for Duplicate Leads• Bogus info• Duplicate lead• Current customer• New contact, current opportunity

Salesforce.com Tabs

Lead Source

Lead StatusClosed

Business

Qualify LeadLead

Assignment

Archived

Leads

Check for Duplicates

Sample Lead Status• Open: Followed up on within 48 hours• Working: Day 1 through day 30• Developing: Scheduled follow up beyond 30 days• Archive: Non-responsive or No Current Interest

Work Lead & Adjust Lead Status

Opportunity Pipeline

Competitive Win/ Lose

Sample Sales Stages• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost

Sales Cycle

Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest.

Archived

Opportunities

The lead is converted into an opportunity with an associated contact and account. The lead will be handed off to partner sales person to work it through the sales cycle.

Lead Conversion

Lead QualityLead Type

Neglected Leads

Marketing Campaign

Lead Capture

Active Customer

Account becomes an active customer.

Lead Conversion

Contacts

Lead & Opportunity Management Process Design

Step 3 – Best Practices Implementation

Google Analytics/Google Adwords“Tailwind’s understanding of website analytics and lead capture have changed our entire perspective on website design” – Niall McCarthy, VP Sales LIM

Marketing Automation

“Tailwind has a deep understanding of the latest tools and techniques for removing the marketing-sales barriers” – David Keller, GM Newsgator

Salesforce.com“I highly recommend Tailwind to modernize sales processes and implement a best practices Salesforce.com solution” – Jeremy Healey VP Sales Prismtech

Successful Customers

Thank You – Lets Stay Connected

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