Salesforce.com Inbound Lead Management Best Practices - BlackBox Revenue

  • View
    2.914

  • Download
    3

Embed Size (px)

DESCRIPTION

Learned from years at salesforce.com

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

Never waste a leadLeveraging Tele-Sales For Marketing Part I: Inbound Lead Management Best PracticesAaron Ross / Erythean Martin BlackBox Revenue wwww.blackboxrevenue.com aaron@alloyventures.com erythean@gmail.com

Experience

Heres you right nowPlenty of leads, but then what? Contacting and converting your leads? Leads never get called, or get only a token effort? Collaboration with sales?

When were done.

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

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 Its 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

Waste of Energy

GARBAGE

How Do You Stack Up?Lead-to-Oppty PipelineConversion to-Close Rate Win Rate Of 1000 leads, # that close

Best in class Average Underperforming Do you know?

30% 20% 10% ?

30% 20% 10% ?

90 40 10 ?

3 Takeaways1.

Treat salespeople as internal customersFewer, better leads = more revenue & higher ROI

3.

Build a Lead Management MachineCommon language and metrics with sales A dedicated sales development function Well-designed tools and processes CRM best practices

CommitmentExecutive understanding & support Pick one thing to start with and DO IT

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

Panning for gold

With a colander?

Its more like this80% 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

How can you plug the holes?

Salespeople

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 deprioritize that entire source of leads Its not the # of leads, its the average quality that is critical

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: Dont Make Me Think

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?

Do less, Qualify more Give quality, not quantity less is more! If you dont have one, create a sales development role If you have a sales development role, improve its qualification criteria and process Train (and train, and train) salespeople on your CRM system and lead processes

Best practices

TaxonomyEveryone uses different termshere 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 Developments 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, prospectingan inside salesperson is proactively contacting cold or stale accounts

Start here Define a common language with sales Whats a lead? Whats a qualified opportunity? What are each groups 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

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 monthly These metrics should also be further sliced by type of lead or market segment

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

Its a journey, not a destination

Executive commitment Common roadblock: executives with pureenterprise 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

The waters fine.

DIVE IN!

3 Takeaways1.

Treat salespeople as internal customersFewer, better leads = more revenue & higher ROI

Build an Inbound Lead MachineCommon language and metrics with sales A dedicated sales development function Well-designed tools and processes CRM best practices

CommitmentExecutive understanding & support Pick one thing to start with and DO IT

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

Next month: Part IIYouve dramatically improved inbound lead management now you want better results from midmarket/enterprise leadgen. How can you leverage tele-sales to break through the clutter and generate more qualified leads?

Thank YouComing: BlackBox RevenueAaron Ross aaron@alloyventures.com 415-312-2579 www.salesmachine.blogspot.com Erythean Martin erythean@gmail.com

Design: David Stychno (david@c2llc.com)

Appendix

Marketing Generated Leads

2. Separate the core functionsSales Development Sales Account Management

OUT

Bound Prospecting

Bound Qualification

IN

Qualified Opportunities

New Customers

Aaron Ross aaron@alloyventures.com 415-312-2579 www.salesmachine.blogspot.com