B2B sales enablement how marketing can help sales double productivity and success

B2B Sales Enablement: How Marketing Can Help Sales Double Productivity & Success Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing Heinz Marketing, Inc Housekeeping • Copy of this deck • Offers for you • • • • • 10 minute brainstorm: “Your hardest problem” Modern Marketer’s Field Guide Content Marketing Best Practice Guide B2B Sales & Marketing Metrics Best Practices Guide Send me an email (matt@heinzmarketing.com) with what you want Heinz Marketing, Inc A direct line to revenue growth Heinz Marketing, Inc My definition of sales enablement Heinz Marketing, Inc This doesn’t write checks! Heinz Marketing, Inc Four steps to a better plan Do the math (quantify what success looks like) Create a clear customer profile Map the sales and buying process Plan to fire lots of bullets Heinz Marketing, Inc Calculating what you need Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 Product B Sales # 10 11 38 58 65 73 80 276 Total Sales # 238 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # Product B Pipeline # 150 170 190 210 25 Heinz Marketing, Inc28 30 33 People & problems, not products Heinz Marketing, Inc Marketing plan in questions What/who are your targets? • • Direct & indirect users, influencers Address entire buyer ecosystem What they care about? What outcome are they seeking? Where you find them? What or who influences them? How they want to engage and (eventually) buy? Heinz Marketing, Inc What your customers care about? Heinz Marketing, Inc The buyer progression Problem/Pain Solution Objective/Outco me Heinz Marketing, Inc Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Next Step Accelerator Ideas Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events Drip Marketing White papers, top ten tips, etc Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Testimonials, Success Stories Profile-Specific Messages New product/service offers Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Opportunity Alerts 1:1 with Existing Customer In-Market Events New Customer Referral & Tell-a-Friend Offers Network / Community Invites Heinz Marketing, Inc 12 Enumerating needs by role Audience Drivers PainPoints ValuePropositions(bulletpoints) KeyMessages Drivers PainPoints ValuePropositions(bulletpoints) KeyMessages Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO Heinz Marketing, Inc keys to successful collaboration Common objectives Common definitions Common compensation/objectives Executive sponsorship Up-front planning Daily-weekly triage Offline relationship-building Measure before & after team satisfaction Heinz Marketing, Inc Leads & Opportunities Stage Definition New lead, has not been attempted or contacted by sales Sales Next Step(s) Begin follow-up to get on the phone live to qualify as opportunity Marketing Next Step(s) Provide scripts and response offers as needed to increase call-backs Open/Not Attempted Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect Provide scripts and response offers as needed to increase call-backs Attempting to Contact live Prospect has expressed interest in ABC Company and/or achieving better results, and is Once prospect has been qualified, either move into a "Qualified" Provide collateral, case studies and other information as needed to help interested in learning more; full qualification criteria intent/purchase timeline still unknown opportunity or move to Nurture (if timeline is long-term or undetermined) prospect determine sales intent Interested Leads Prospect is interested, but there is no near-term opportunity to buy (prospect may have other no action Drip marketing to prospect 1-2 times per month with value-added offers, immediate priorities, or may just need more time to consider interest/intent) until they're ready to engage in a short-term buying cycle again Nurture Haven't been able to get ahold of prospect after repeated attempts no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Unresponsive No Further Action Lead is not a qualified prospect no action no action Prospect has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least Provide additional support tools as needed (case studies, etc.) to help make decision) with prospect accelerate prospect interest and buying cycle Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help Qualified Demo has been scheduled or completed; working through objections & questions accelerate prospect interest and buying cycle Presentation & Demo Opportunities Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Prospect has verbally agreed to business; both sides are working through final Sign, seal and return baby! no action Agreement has been signed and returned victory lap no action Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, Proposal Negotiation Close legal/term/service/fee details until they're ready to engage in a short-term buying cycle again Closed Lost Heinz Marketing, Inc Lead management process Heinz Marketing, Inc Lead scoring & next steps Score A1 A2 A3 A4 B1 B2 B3 Description PERFECT FIT: BANT criteria and Behavior aligned for immediate need with larger opportunity Strong Fit: possible smaller or longer term opportunity within a school district or school Good Fit: BANT and strong interest indicated School-based opportunity Potential Fit: Some key BANT criteria not yet determined Potential Fit: School district opportunity but more BANT definition required Potential Fit: School or classroom opportunity More BANT definition required Potential Fit: Longer term prospecting opportunity May take longer to evaluate the solution and secure budget approval Follow Up Action Immediate Follow Up within hours of reaching Sales Queue Promote Dreambox Trial Immediate follow up within hours of reaching Sales Queue Promote Dreambox Trial or Demo Immediate follow up within hours of reaching Sales Queue Introduce demo if a Project and Timeframe are being defined Follow Up within 24 hours of reaching Sales Queue Qualify further for BANT details Provide white paper or webcast resources Follow Up within 24 hours of reaching the Sales Queue Qualify further for BANT details Provide white paper or webcast resources Follow Up within 48 hours of reaching the Sales Queue Attempt further qualification Potential move back to Marketing Nurture Follow Up within 48 hours of reaching the Sales Queue Attempt further qualification and provide informative resources Potential move into Nurture Heinz Marketing, Inc Getting sales to use your content How does your content help them make money? Get sales leadership to buy in first Show examples of how it works Teach, train, launch, reinforce, measure & celebrate Create systems to make it easy Heinz Marketing, Inc How to measure collaboration Focus on fewer metrics (not more) Establish a baseline first, then measure the lift Compare opportunity & sales output to total cost of resources Measure before & after satisfaction Heinz Marketing, Inc If you want more… Heinz Marketing, Inc Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com Heinz Marketing, Inc [...]... use your content 1 How does your content help them make money? 2 Get sales leadership to buy in first 3 Show examples of how it works 4 Teach, train, launch, reinforce, measure & celebrate 5 Create systems to make it easy Heinz Marketing, Inc How to measure collaboration 1 Focus on fewer metrics (not more) 2 Establish a baseline first, then measure the lift 3 Compare opportunity & sales output to total... reaching the Sales Queue Qualify further for BANT details Provide white paper or webcast resources Follow Up within 48 hours of reaching the Sales Queue Attempt further qualification Potential move back to Marketing Nurture Follow Up within 48 hours of reaching the Sales Queue Attempt further qualification and provide informative resources Potential move into Nurture Heinz Marketing, Inc Getting sales to... then measure the lift 3 Compare opportunity & sales output to total cost of resources 4 Measure before & after satisfaction Heinz Marketing, Inc If you want more… Heinz Marketing, Inc Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com Heinz Marketing, Inc ... Follow Up Action Immediate Follow Up within 4 hours of reaching Sales Queue Promote Dreambox Trial Immediate follow up within 4 hours of reaching Sales Queue Promote Dreambox Trial or Demo Immediate follow up within 8 hours of reaching Sales Queue Introduce demo if a Project and Timeframe are being defined Follow Up within 24 hours of reaching Sales Queue Qualify further for BANT details Provide white paper... CEO Heinz Marketing, Inc 8 keys to successful collaboration 1 Common objectives 2 Common definitions 3 Common compensation/objectives 4 Executive sponsorship 5 Up-front planning 6 Daily-weekly triage 7 Offline relationship-building 8 Measure before & after team satisfaction Heinz Marketing, Inc Leads & Opportunities Stage Definition New lead, has not been attempted or contacted by sales Sales Next... interest in ABC Company and/ or achieving better results, and is Once prospect has been qualified, either move into a "Qualified" Provide collateral, case studies and other information as needed to help interested in learning more; full qualification criteria intent/purchase timeline still unknown opportunity or move to Nurture (if timeline is long-term or undetermined) prospect determine sales intent Interested... has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least Provide additional support tools as needed (case studies, etc.) to help make decision) with prospect accelerate prospect interest and buying cycle Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help Qualified Demo... follow-up to get on the phone live to qualify as opportunity Marketing Next Step(s) Provide scripts and response offers as needed to increase call-backs Open/Not Attempted Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect Provide scripts and response offers as needed to increase call-backs... dead no action Drip marketing to prospect 1-2 times per month with value-added offers, Proposal Negotiation Close legal/term/service/fee details until they're ready to engage in a short-term buying cycle again Closed Lost Heinz Marketing, Inc Lead management process Heinz Marketing, Inc Lead scoring & next steps Score A1 A2 A3 A4 B1 B2 B3 Description PERFECT FIT: BANT criteria and Behavior aligned... accelerate prospect interest and buying cycle Presentation & Demo Opportunities Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Prospect has verbally agreed to do business; both sides are working through final Sign, seal and return baby! no action Agreement has been signed and returned victory lap no