This session at ProductCamp Toronto 2012 was a "kitchen table conversation" on understanding the key elements of your sales process and how you can optimize for success.

1. Re-Engineering Your Sales Process
Lee Garrison
JULY 28 TH
TED ROGERS SCHOOL OF MANAGEMENT,
RYERSON UNIVERSITY
www.productcamptoronto.wordpress.com

2. A “kitchen table” conversation
 What is a “kitchen table” conversation?
 Is there a sales process?
 How do you know you have a problem?
 What are the symptoms of an
undefined sales process?
 How does it effect product
management?

3. How do you know you have a problem?
 Lost sales are increasing
 Sales is selling stuff we don’t have
 Sales cycle is too long or increasing
 Sales is selling to a different problem
 Sales activities are not transparent
 There is no CRM
 Pricing and discounting are inconsistent
 Sales is ignoring a new product

4. Lead Generation
PURCHASE FUNNEL ONLINE SUCCESS METRICS
➭ Target Reach %
➭ Increase in searches for brand
➭ Increase in all site traffic
Awareness ➭ Control survey awareness increase
➭ Increase in any blog mentions (buzz)
➭ Viral pass-along
➭ Leads Generated
➭ Interaction Rates
Consideration ➭ Control survey consideration increase
➭ Increase in product review page traffic
➭ Increase in opt-in/subscription rates
➭ Control survey favourability increase
Favourability ➭ Increase in positive blog mention (buzz)
➭ Viral pass-along
Purchase ➭ Control survey purchase intent increase
Intent ➭ Strong website event
➭ Contact requested
➭ Purchase/Conversion
Purchase ➭ Quality/Amount
➭ Repeat Purchase/Conversion
➭ Lifetime Quality/Amount
Loyalty ➭ Share of Wallet
➭ Recommendation

5. Sales Process

6. Align Sales Stages
Sales Stage Forecast Process Sales Tools
Factor
1. Lead 0 a. Marketing gathers qualifying information (status = open)
a. Company name, basic business info
b. Qualification Criteria #1
c. Qualification Criteria #2, etc.
b. Qualified Leads assigned to sales rep (status = qualified)
c. Sales makes initial contact (status = contacted, deferred, inactive)
2. Qualified 5% a. Initial contact made Qualification checklist
Prospect b. Contact has interest in initial presentation
c. Convert from Lead to Account
d. Create Opportunity with $ and close date
3. Qualified 10% a) Initial presentation Standard sales deck
Opportunity b) Contact has interest MNDA/CDA
c) Pain points validated
d) Agree to follow up meeting
e) Agree to sign MNDA
f) Update Opportunity
4. Impact 20% a) Present draft business case Business Case/Impact
Assessment b) Validate value propositions Assessment Template
c) Key stakeholders involved with buying/decision
process identified (business sponsor, tech Whitepapers
team, finance team, marketing team)
d) Agree to assist us in setting up meetings with
key stakeholders
5. Presentation 40% a) Presentation of Business Case to the key Presentation deck for each
to Team stakeholders completed. stakeholder category
b) Interest in continuing by key stakeholders Sales objections handling list
including business sponsor Competitive differentiators
Case studies
Customer references

7. e) Agree to sign MNDA
f) Update Opportunity
4. Impact 20% a) Present draft business case Business Case/Impact
Align Sales Stages
Assessment b) Validate value propositions Assessment Template
c) Key stakeholders involved with buying/decision
process identified (business sponsor, tech Whitepapers
team, finance team, marketing team)
d) Agree to assist us in setting up meetings with
key stakeholders
Sales Stage Forecast Process Sales Tools
Factor
5. Presentation 40% a) Presentation of Business Case to the key Presentation deck for each
to Team stakeholders completed. stakeholder category
b) Interest in continuing by key stakeholders Sales objections handling list
including business sponsor Competitive differentiators
Case studies
Customer references
6. Technical 50% a) Review and technical validation, understanding Presentation deck for tech
Validation of implementation requirements and timelines buyer
7. Verbal 60% a) Business sponsor on board Implementation methodology
agreement b) Verbal agreement to move forward. Best practices resources
c) Understanding of the contracting/signoff Implementation presentation
process Marketing presentation
d) Implementation planning and scheduling in
progress (technical + marketing)
e) Statement of Work (SOW) prepared
8. Contract 70% a) Standard contract forwarded Standard agreement
submitted b) Application form submitted SOW template
c) Implementation schedule and timelines agreed
to in SOW
9. Contract in 80%
redlines
10. Contract 90% a) Agreement signed. Marketing launch plan
signed b) PO in process PR readiness
11. Integration 100% a) Agreement on KPIs
completed b) Marketing launch