5 New (& a Little Crazy) Ways To Align Sales & Marketing Webinar Slides
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Transcript of 5 New (& a Little Crazy) Ways To Align Sales & Marketing Webinar Slides
From A Salesforce.com Alum:
5 New (& A Little Crazy) Ways To Align Sales & Marketing
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Who’s This Aaron Ross Guy?
• High school coding geek (NASA)• Stanford Undergrad + GSB dropout• CEO of LeaseExchange: -$5 Million• Ironman Triathlon, Boulder Outdoor Survival School• Created Salesforce.com’s Inside Sales Leadgen Team (&
$100 Million In Recurring Revenue)• ‘Entrepreneur-in-Residence’ at Alloy Ventures ($1B)• Author, “CEOFlow: Turn Your Employees Into Mini-CEOs”
Now: I consult with companies on creating predictable revenue & autonomous, happy teams
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Created A $100M Inside Sales Team At Salesforce.com
Grew F5000 bookings by more than 60%...
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And Years Of Consulting/Advising
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Book Coming: “Predictable Revenue”
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Register for a free excerpt at:BuildASalesMachine.com/book
Early reviewer comments:“Entrepreneurial crack”, “I couldn’t put it down”, &
“Freaking awesome”
Sales & Marketing Alignment Must Adapt
All salespeople prospect
ABC / Always Be Closing
Measure activities (Dials)
Cold calls
Manipulative selling
CRM hurts productivity
Long letters & emails
1.0 2.0Dedicated prospecting team
Is there a mutual fit?
Measure results (qualified leads)
Research, referral calls
Short and sweet text emails
CRM multiplies productivity
Authentic selling
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5 New & A Little Crazy Ways To Align Sales & Marketing
1. Specialize Sales To Ensure Every Lead Gets The Attention It Deserves
2. Use Common Terms, Metrics & Compensation3. Pull A Switcheroo4. Discover Your “Unique Genius”5. Turn Your Employees Into Mini-CEOs
+ Bonus Method: “_____”
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Method #1
Specialize Sales Roles To Ensure Every Lead Gets The Attention It
Deserves
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Distinguishing Lead Types
•Highest value/lead•Hard to increase
•Low value per lead•Easy to increase
•High value per lead•Medium work to increase•“Most Controllable”•Grow client revenues 40-100%+
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___ Website Visitors
___ Leads(Registrations)
___ Qualified Leads
___ QualifiedOpportunities
$___ Pipeline
$___ Bookings
__% Conversion
__% Accepted
__% Converted
$___ Avg /Oppty
___% Close
SALESDEVELOPMENT
SALES
MARKETING
Sales Cycle Length ____
__ Lead Qualification Reps per __ Leads per Month
__ Account Execs per $__ Pipeline per Month
Cost per Lead$___
Example Nets Funnel
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Add Target Accounts
Add Contacts
Example Spears Funnel (Cold Calling 2.0)
Prepare
Define Ideal Target Profile
__ Demos/Appointments
__ Call Conversations
ProspectWork Responses (9% Response Rate)
Send __ Cold Emails / Make __ Mapping Calls
__ New Opportunities
__ Closed Deals
Begin SalesCycle
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Critical Success Factor: Specialize Sales Functions
“Outbound”
Customer Success /Account
MgmtAccount
ExecutivesSales
Development
Organic & Marketing
Leads
“Inbound”Qualified Opportunities
New Customers
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You’ve Been Doing It Backwards
Cold Calling 1.0
1. Cold CALL
2. Cold Email
Cold Calling 2.0
1. Cold EMAIL(9% response rate)
2. Warm call people who respond (internal referrals)
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Prospecting Emails: Less Is More
1. You can get a 9%+ response rate asking for referrals
2. State simply why you are reaching out – and be honest! (In every way)
3. Make the first email SHORT & SWEET: easy read & respond to on a blackberry
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Run EmailCampaignsRun EmailCampaigns
Generate Internal
Referrals
Sell TheDreamSell TheDream
Connect TheirNeed To
Your Solution
Pass TheBaton
Pass TheBaton
Seamlessly Handoff To
Quota-Carrying
Salesperson
5-Step Cold Calling 2.0 Outbound Process
Build List
Build List
Import Into
Sales/Marketing
Systems
IdealCustomer
Profile
IdealCustomer
Profile
Highest Revenue
Potential & Close Rates
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Method #2
Align Terms, Metrics & Compensation
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No Common Language…
• Lack of common terms, metrics & even language creates confusion, errors & frustration
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Align Terms
• Prospect: An untouched/cold list or ‘name’• Lead: A prospect that has shown positive
interest (usually by registering)• Opportunity: A lead that has been qualified by
a human (90%+ requires phone call)• Client: Cha-ching! • Champion: They refer you leads, offer
testimonials (not necessarily a client)
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5 Key Metrics For Both Sales & Marketing
1. New Leads per month2. New Qualified Opportunities: a) # of them
and b) dollar value of new opportunities3. Conversion Rate: of leads into opportunities4. Closed Bookings 5. Win Rate: what percentage of your pipeline
is closed/won into bookings?
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Align Compensation
• Measuring marketing on new leads is like measuring sales on dials per day
• What matters: qualified opportunities created each month from marketing leads
– # of opportunities– Dollar value of opportunities
• Tie marketing to this number!• Incents marketing to generate better leads and
help sales qualify them
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Method #3
Pull A Switcheroo
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Have Them Walk A Mile In Each Others’ Shoes…
• Busy people lose touch with others’ realities• How can you have sales people & executives
work or intern in marketing roles, and vice versa?
– Switch Sales & Marketing execs for 60 days– Involve sales people in marketing projects– Involve marketing people in sales calls &
opportunities
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How Badly Do You Want Your Results?
• Lots of “We can’t do that” excuses will come up
• How committed are you to aligning sales & marketing?
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Method #4
Discover Your Unique Genius: “Your Purpose, Translated Into
Fulfilling, Profitable Work”
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What Makes You Unique? (Not Just Different?)
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Unique Genius Aligns People & Attracts Results
• A big vision rallies employees around a cause bigger than them
• What is your purpose that is bigger than you? What do you stand for?
• If your company is on the cover of BusinessWeek for changing ____, what did you do?
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The Value Of Unique Genius & Alignment
• Having a clear and actionable mission (& set of core values) will align sales & marketing…
• And every employee…• And your partners and your clients!
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Unique Genius Attracts Results
• It’s not a tagline, it’s everything you do• Are your mission & values words on paper or
do you LIVE by them?• Salesforce.com “No software”• Zappos: “Deliver happiness to the world”• Google: “Organize the world's information and
make it universally accessible and useful”
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Forget About What You “Do”
• Customers care less about what you do than the results you create
– “We are the leading application platform for widget integration on the social graph…blah blah”
• My example: – “I am a sales & management consultant” vs. – “I help companies create predictable revenue” & “I help
companies turn employees into Mini-CEOs”
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Homework
• When someone asks “What do you do?”, pretend they asked “How do you help customers?”
• What is your Ideal Customer Profile?• Talk to your customers & ask them:
– What difference have you made to them?– Why did they do business with you? – Why do they continue to do business with you?– Why would they refer others to you?
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Method #5
Turn Your Employees Into Mini-CEOs
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Command & Control => CEOFlow
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3 Fundamental Values To Creating CEOFlow
• Trust• Transparency• Alignment
…All of which help create an authentic workplace
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Why Turn Employees Into Mini-CEOs?
• When people are empowered with – A common mission & clear goals– Transparent operations & – Decision-making authority
• You get:– Less drama – Higher morale & energy– Higher productivity & creativity
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The CEO Is The Pebble In The Pond
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Three Ways To Begin
1. More Transparency– Operational & financial transparency– Weekly or monthly updates, online dashboards– “Brutal honesty forums”
2. With employees create a joint vision for your “ideal company & culture”
3. “Meeting Of The Minds”– Regular forum for any employee to share any concern
(without discouragement), suggest solutions, and take ownership of improvements
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CEOFlow: The Book
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Register for a free excerpt at:CEOFlow.com
“A must read for every CEO and aspiring CEO…”
Bonus Method:
Just Frickin’ Listen!
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Communication
• Like a marriage, lack of authentic communication creates 90% of the problems
• When people don’t share or listen, minor issues fester and stew into bigger dramas
• Keep it simple & listen to what they are saying : – Weekly meetings / calls– Happy hours– Walk the halls
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5 New & A Little Crazy Ways To Align Sales & Marketing
1. Specialize Sales To Ensure Every Lead Gets The Attention It Deserves
2. Use Common Terms, Metrics & Compensation3. Pull A Switcheroo4. Discover Your “Unique Genius”5. Turn Your Employees Into Mini-CEOs
+ Bonus Method: Just Frickin’ Talk!
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Aaron Ross Services
• A clear, step-by-step plan to create predictable revenue?
• The ability to repeatedly source sales-ready leads from ideal clients who aren’t calling you?
• Attracting & developing top-notch sales talent?• Autonomous, happy employees?
“Build A Sales Machine” Client: WPromote
Michael Stone, VP Sales, Wpromote#1 ranked Inc500 Search Marketing Firm:• “Working with Aaron Ross has been nothing short of
amazing… • We saw at least 40+% new business growth. • Deal size is still growing. • We’re getting in the door with big brands like Overstock,
AT&T, IBM, etc. – people that would have never come to us. • The best part is, we had a blast while doing it!”
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Contact
Best address for speaking, consulting: [email protected]
(My personal email: [email protected])
Thank you!
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