Embed Size (px)
Citation preview
How to Grow Your Sales Pipeline While Increasing Conversions
Michael Hanna President
Hanna Strategy Group
Host: Amanda Nelson Director of Marketing
RingLead
Donato Diorio CEO
RingLead
Channa Heng Sales Consultant
Yesware
Agenda
• Amanda Nelson - Introduction • Michael Hanna
1. The Problem 2. Pipeline Pests 3. Pipeline Pesticides 4. Pipeline Development Practices
• Donato Diorio - RingLead Capture Demo • Channa Heng - Yesware Demo • Q&A
The Problem
Problem: This crop is infected with pests. • Lower production volume • Higher cost of production • Poor quality output • Lower market value
Solution: • Increase land size? • Kill the pests?
Pipeline Pests
Problem: This pipeline is infected with pests. • Lower volume of qualified leads • Higher cost per qualified lead • Poor conversation rates • Frustrated sales rep
Pipeline Pest #1
Ambiguous qualification criteria with discrete tracking.
• Low sales acceptance rate • Poor feedback loop, therefore no
continuous improvement • Frustrated BDR • Frustrated Field Sales • Frustrated Marketing Team
Pipeline Pesticide #1
Ambiguous qualification criteria with discrete tracking.
• High Sales Acceptance Rate • Clarity • Continuous Improvement
Graded qualification criteria with weighted tracking.
Pipeline Pesticide #1 Score: 0 1 2 3 4
Budget:Has no budget and does not know if any can be created
Has no current budget, but may create budget by jus9fying the cost
Has some budget, but may not be sufficient for our
solu9on
Has a dedicated budget for several items that may
include a solu9on like ours
Has a dedicated budget specifically for our a solu9on
like ours
Authority:Has no authority and has no direct access to decision
makers
Has no authority, but has direct
access to a decision maker
Has influence and has direct access to a decision maker
Is one of several decision makers
Has complete authority as the sole decision
maker
Need: Has no need for our solu9ons
May benefit from our solu9ons, but requires educa9on
Sees benefit in our solu9ons and wants to learn
more
Has no defined project, but
recognizes a need for our solu9ons
Has a defined project that requires our solu9ons
Timeframe: Has no 9meframe defined
Has no defined 9meline, but a general sense of
urgency
Has a defined project with a specific 9meline
within 9-‐18 months
Has a defined project with a specific 9meline within 6 6 – 9
months
Has a defined project with a specific 9meline within 6 months
Qualified Lead = Total Qualification Score of 8 or more
Pipeline Pest #2
Large generic lists.
• High volume with low conversion is than low volume with low conversion because it wastes selling time in the field.
• Lots of inaccurate data. ISR’s become manual data cleansers rather than pipeline builders.
• Leads become stale over time.
Pipeline Pesticide #2
Large generic lists.
• Leads are caught while they’re hot. • Higher conversion rates. • The optimal rate of lead creation equals
the rate of lead consumption. • Do you know your lead consumption
rate?
Highly targeted leads, dripped steadily into the database.
Pipeline Pest #3
Extensive manual research (enterprise accounts).
• Low volume • High risk • High reward
Pipeline Pesticide #3
Extensive manual research (enterprise accounts).
• An enterprise account is its own territory • Known targets • More talk-time -> high volume • Intelligent, value-added opening
conversations -> high conversion
Automated, auto-updated, intelligence and context.
Pipeline Development Practices
Random Targeted Mapped
One-‐Time Frequent Real-‐Time
Bulk Segmented Individualized
Blind Manually Researched
Automa9cally Researched
High Volume Low Conversion
Low Volume High Conversion
High Volume High Conversion
Doesn’t Work! Doesn’t Scale! Doesn’t hurt anymore!
Q & A
Michael Hanna @michael_hanna
Donato Diorio @idonato
Channa Heng @ChannaHeng
![[Recording] New Techniques and Technologies To Grow Pipeline Faster](https://img.pdfslide.us/doc/110x75/55b9e912bb61eb96338b45a6/recording-new-techniques-and-technologies-to-grow-pipeline-faster.jpg)
