Upload
hubspot
View
2.290
Download
1
Tags:
Embed Size (px)
Citation preview
#SalesWebinar
Teleprospecting the Inbound Way
Live Webinar:Tuesday, October 29, 2013, 1pm EST
Speakers:Jay Gaines, SiriusDecisionsPete Gracey, AG SalesworksMark Roberge, HubSpot
Ask your questions now at #SalesWebinar
#SalesWebinar
#SalesWebinar
#SalesWebinar
MEET YOUR EXPERTS:
Pete Gracey
Chief Operations Officer
AG Salesworks
@Peter_Gracey
#SalesWebinar
MEET YOUR EXPERTS:
Jay Gaines
Vice President & Group Director
SiriusDecisions
@izjay
#SalesWebinar
MEET YOUR EXPERTS:
Mark Roberge
Chief Revenue Officer
HubSpot
@markroberge
#SalesWebinar
HOUSEKEEPING NOTES
Webinar is being recorded and will be sent out afterwards
Interact with us on Twitter: #SalesWebinar
Ask questions in the questions panel here
#SalesWebinar
AGENDA
1. The Case for Teleprospecting
2. The Case for Inbound Selling
3. Combining Teleprospecting and Inbound Selling
#SalesWebinar
The Case for TeleprospectingJay GainesVice President and Group DirectorSiriusDecisions@izjay
#SalesWebinar
Agenda• The Critical Role of Teleprospecting
– The end-to-end life of a lead– The glue that binds marketing and sales– Teleprospecting in the demand waterfall
• Teleprospecting: Data From The Field
– Lead quality
– Coverage model
– Activity metrics
• Six Steps To Strategic Teleprospecting
1. Aligned activities
2. Role specialization
3. Career paths
4. Enablement
5. Integration
6. Partners
9
#SalesWebinar
The Critical Role of Prospecting.
#SalesWebinar
Teleprospecting Sales
Complex Sale Lead Management Mechanics
SiriusPerspective: For businesses with larger, complex sales a pure teleprospecting layer is required for effective lead qualification and
routing.
11
Marketing
Accept
Source
Qualify
Deliver
Target agreementPrograms/tactics
Lead definitionScoringNurture
Disposition rulesVolume rulesNotification
Accept/Reject
TimeframeAccept/reject rules
Notification
Qualify
DeliverDisposition rules
Volume rulesNotification
MQL definitionEngagement rules
DQ rules
Reject
Disqualify
Accept/Reject
Qualify
Pipeline
Reject
Disqualify
TimeframeAccept/reject rules
Notification
CRM adoptionEngagement rules
DQ rules
CRM adoptionDQ rules
Timeframes
Accept
#SalesWebinar
Teleprospecting Makes Marketing and Sales Better
SiriusPerspective: A high-performing teleprospecting function binds marketing and sales in a cohesive demand process.
• High quality, one-to-one function
• Focus on deals that are movingSales
• Quality/volume• Purity is keyTeleprospecti
ng• High volume• Focus on
improving efficiency of higher value functions
Marketing/Lead GenHigh
Leverage
LowLeverag
e
#SalesWebinar
The Demand Waterfall
13
Inquiry
OutboundInbound
Marketing Qualification
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Accepted Leads (TALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated Leads (TGLs)
Sales Qualification
Sales Generated Leads (SGLs)
Sales AcceptedLeads (SALs)
Sales Qualified Leads (SQLs)
PATENT PEN
DIN
G
Close
Won Business
#SalesWebinar
Phase Two: Marketing QualificationSiriusPerspective: Our results peel back the particulars on what used
to be a more simplistic marketing qualified lead statistic.
14
47.5
INQ-AQL
81.0
AQL-TAL
23.3
TAL-TQL
8.9
YP100
Watch for…a decline here and equal/better results below as a sign of scoring efficacy
90 percent or greater should be the goal to indicate tight marketing/tele bond
35 percent allow between 75 and 100 percent of inquiries to flow to AQL
#SalesWebinar
The Demand Waterfall: Inbound
15
Inquiry
OutboundInbound
Marketing Qualification
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Accepted Leads (TALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated Leads (TGLs)
Sales Qualification
Sales Generated Leads (SGLs)
Sales AcceptedLeads (SALs)
Sales Qualified Leads (SQLs)
PATENT PEN
DIN
GClose
Won Business
• Over 60% of inquiries
• Not Web only• Blend of Web,
email, chat, phone
• Strong process, unique skills
#SalesWebinar
Teleprospecting: Data from the Field
#SalesWebinar
Lead Level of QualificationSiriusPerspective: Nearly 75 percent of respondents
indicate that they use teleprospecting to qualify to lead level 3 or higher.
17
16.2%
10.3%
45.6%
7.4%
20.6%
#SalesWebinar
Do We Have the Right Teleprospecting Coverage Model?
SiriusPerspective: It can take 9 to 12 contact attempts to reach a lead, but teleprospectors make just six attempts, on average, over a four-week period.
18
6swings
28days
59%phone
36%email
5%DM
#SalesWebinar
Outbound Teleprospecting Activity MetricsSiriusPerspective: Better targeting and use of technology contribute to higher connect rates on outbound dials.
19
Activity Metric (measured daily) Mean Median
Call volume 65 50
Connect rate 31% 20%
Conversation rate 25% 20%
Conversation conversion rate 23% 20%
Callback rate 11% 8%
Email sends 72 30
Email response rate 14% 10%
1.17 0.4
TQL per day per rep:
#SalesWebinar
Inbound Teleprospecting Activity MetricsSiriusPerspective: The wide gap between mean and median on
inbound activity metrics reflects how few companies drive huge volume through inbound marketing.
20
Activity Metric (measured daily) Mean Median
Call volume 20 10
Email volume 22 12
Chat volume 13 2
TQL output 10 3
Inquiry-to-TQL conversion rate 26% 15%
#SalesWebinar
Six Steps to Strategic Teleprospecting.
#SalesWebinar
Step 1: Align ActivitiesSiriusPerspective: Align teleprospecting activities with key
sales and marketing go-to-market strategies.
22
InboundCREATE
NURTURE
SEED
ENABLE
KeyAccts
Small-Net Fishing(and inbound)SEEDACCELERATE
ENABLE
Enterprise/ Territory Outbound/
InboundNURTURE
CREATESEED
ACCELERATE
ENABLE
Sales Marketing Teleprospecting
Small/Mid-size Business(Small deals)
#SalesWebinar
Two: Role SpecializationSiriusPerspective: Split inbound from outbound to align
with changing buying dynamics and better support sales and marketing efforts.
INBOUND OUTBOUND
The Chatter
The FieldNurse
The Mailman The FirstResponder
The (Social) Networker The LeadWhisperer
The Recycler
23
#SalesWebinar
Three: Career PathsSiriusPerspective: Establish career paths to encourage retention and improve quality of the teleprospecting
function.
Alternative hiring profilesStructured career paths within the teleprospecting functionDefined paths to inside and field/ channel salesSupport with formal mentoring and coaching programs
24
SUPPORT
FIELD SALES
INSIDE MARKETING
SR. REP
MANAGEMENT
#SalesWebinar
Four: EnablementSiriusPerspective: Invest in the tools and training specific to the
unique needs of teleprospectors.
25
KN
OW
LED
GE
SKIL
LSPR
OC
ESS
FOUNDATIONAL
Required elements
Company, products, solutions Target markets Messaging fundamentals Sales territories & org structureMarketing programs
Handoffs from marketing /to sales or channelLead rejection and disqualification Activity tracking Lead routing rules
Written and verbal communicationActive listeningCall prep / premise for each callProspect / account researchContact discovery
Enablement vehicles
Playbooks / call guidesCertification Mrktng calendarPortal / website
Phone / social selling trainingCall reviews / role playsMentoring / Coaching
Service level agreementsSFA / MAP
ADVANCED
Targeted Personas / Buying processCompetition & differentiationSocial insights
Lead managementPre-MQL and recycle nurtureLead scoring and profilingDashboardingSegmentation
Objection handlingInbound / proactive chatLight demos / presentationsTrial managementTriage
Buyer journey mapsCompetitive MatrixesSocial monitoring tools
Sales portal / Chatter-like tools for knowledge sharingProduct and tools training
SFA / MAPSLAsOnline training
#SalesWebinar
• Include teleprospecting in planning exercises
• Target account programs/account intelligence
• Feedback loops• Message testing• Debrief cadence
Five: Integration
SiriusPerspective: Incorporate teleprospecting into program planning…as more than an afterthought for
“followup.”
26
#SalesWebinar
Six: Leverage PartnersSiriusPerspective: Think strategically about how you use service
providers to outsource or complement your internal teleprospecting efforts.
27
To pilot new programsTo augment existing skill setsTo extend the teamTo reduce complexityTo scale the effortTo support specific programsor initiativesTo foster competition
#SalesWebinar
The Case for Inbound Sales
Mark RobergeChief Revenue Officer, HubSpot@markroberge
#SalesWebinar
AGENDA
1. Transform the way you target leads
2. Transform the way you prospect leads
3. Transform the way you connect with leads
#SalesWebinar
Transform the way you target leads.
#SalesWebinar
Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain
#SalesWebinar
INBOUND SALES
Good Fit
Has Pain
Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain
#SalesWebinar
Transform the way you prospect leads.
#SalesWebinar
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
5/27 at 3 PM
#1
How a Traditionally Trained Sales Person Prospects an Inbound Lead
#SalesWebinar
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
#2
How a Traditionally Trained Sales Person Prospects an Inbound Lead
#SalesWebinar
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/1 at 4
PM
#3
How a Traditionally Trained Sales Person Prospects an Inbound Lead
#SalesWebinar
How a Traditionally Trained Sales Person Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #3: 6/1 at 4 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/4 at 3
PM
#4
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
360 View of a Lead’s Engagement with Your Company
#SalesWebinar
Monitor Lead Engagement, Not Their PR
• Monitors news and press
about leads
• Calls on these trigger
events
Traditional Sales
Inbound Sales
• Monitors lead engagement
with your company
• Calls to help
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
Social Media Website Email
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
http://getsignals.com
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
HOW DOES THAT WORK?
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.”
5/27 at 7 AM
#1
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.”
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM
#2
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side-by-side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.”
6/1 at 12 PM
#3
#SalesWebinar
How an Inbound Trained Sales Person Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.”
6/1 at 12 PM
6/4 at 10 AM
“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.”
#4
#SalesWebinar
Apply Science to Optimize the Prospecting Cadence
LTV
/ C
OC
A
Attempt #
LTV
/ C
OC
A
* Data has been altered from actual HubSpot data for the purposes of this presentation.
Erin LeadsAll Leads Ollie Leads Ollie Leads
Attempt #
Enterprise
Small Business Mid Market
#SalesWebinar
Transform the way you connect with leads.
#SalesWebinar
The Old School Sales Process: Call High
“Let’s talk profit margins and growth!” “Yes! Let’s.”
#SalesWebinar
When Old School Tries to Go New School
“Let’s talk profit margins and growth!” “Huh?”
#SalesWebinar
Transform Your Connect Strategy To Leverage Influencers
“I noticed you downloaded our eBook. What specific questions did you have?”
“Wow! This is really helpful. Can you keep helping me?”
Build trust with the influencer by helping them with their problems.
Ask for the influencers help to engage with the
Decision Maker
#SalesWebinar
Transform the way your prospects perceive your sales people.
#SalesWebinar
Always
Be
Closing
#SalesWebinar
Always Be Closing
ALWAYS BE HELPING
#SalesWebinar
Train Sales to “Live” in your Prospects’ World
#SalesWebinar
Set Them Up to be Thought Leaders
#SalesWebinar
Inbound Sales feels more like a Doctor/Patient relationship than a Sales/Prospect relationship
#SalesWebinar
Teleprospecting and Inbound Sales: DiscussionPete GraceyCOO, AGSalesworks@Peter_Gracey
#SalesWebinar
#SalesWebinar
#SalesWebinar
FINAL THOUGHTS
Teleprospecting• The Critical Role of Teleprospecting• Teleprospecting: Data From The Field• Seven Steps To Strategic Teleprospecting
The Case for Inbound Selling• Transform the way you target leads• Transform the way you prospect leads• Transform the way you connect with leads
#SalesWebinar
THANK YOU!
#SalesWebinar
YOUR SECONDARY CTA
http://getsignals.com
#SalesWebinar
Stay in Touch
#SalesWebinar
@SiriusDecisions
@AGSalesworks
@HubSpot