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The Art of the Hand-Off
- 1. The Art of the Hand-Off
- 3. Today’s Presenters Anneke Seley Atri Chatterjee Founder, Phone Works CMO, Act-On Software Coauthor, Sales 2.0
- 4. “….organizations that have tightly integrated marketing and sales around the shared task of demand creation close between two and seven times the number of deals of those that do not.” Sirius Decisions
- 6. Marketing/Sales Alignment Strategy Process People Technology Alignment & Measurable Open Enabling tools Resource Predictable Team-oriented, Allocation Customer-centric Relationship- focused Increased Revenue Results / Decreased Cost
- 7. Best-Performing Companies’ Sales & Marketing Practices Common goals/compensation Significant marketing investment Work together to engage/nurture prospects Personalized, relevant messages by buyer type Lead nurturing (automated & flexible) Metrics and process-driven, ROI tracked Dedicated functional groups through customer acquisition cycle Measure marketing’s impact on revenue
- 8. Best-Performing Companies Sales and Marketing Agree On: Investment per Rep & Budget Allocation Consistent Messaging Target prospect & “Qualified Lead” definition Lead Scoring Roles and Responsibilities Lead response time, data captured (“SLA”) When Marketing hands-off to Sales When Sales hands-back to Marketing Using social media to go where customers are
- 9. Phone Works Marketing/Sales 2.0 Framework Engage/Nurture: Marketing Educate/Qualify: Sales Development Sell New: Sales Manage Adoption: Customer Success Sell Renewal/Add-on: Sales
- 10. POLL – Do you have…. 1. Clear roles for marketing & sales 2. Sales Dev Inside sales team for lead qualification 3. Consistent messaging from Marketing to Sales 4. Clear processes for lead follow-up and handoff 5. Feedback on leads from sales to marketing 6. Tracking & reporting of key sales & marketing data 7. Regular review of the scoring/rating criteria
- 12. Act-On Situational Analysis • Small company • Fastest growing marketing automation company • Efficiency and speed are core company competitive advantages • Budget follows growth
- 13. Parameters for Success Strategy Process People Technology Alignment & Measurable Open Enabling tools Resource Predictable Team-oriented, Allocation Customer-centric Relationship- focused Increased Revenue Results / Decreased Cost
- 14. Company Strategy • Focused on providing integrated marketing solution that fits into existing environments • Target market: midmarket and departmental use in enterprise • Product design emphasizes user experience, speed of deployment and flexibility
- 15. Sales and Marketing Strategy • Alignment • Efficient cost of sales • Increased leverage
- 16. Process • Need for a process with agreed upon definitions • Minimum friction between transition points • Flexibility for modification • Easily transferrable
- 17. Process: The Funnel Word of mouth • Top of funnel: Marketing Marketing • Middle of funnel: SDR qualification Raw leads SDR • Bottom of funnel: Qualified leads Sales team Sales prospects Sales
- 18. People • Hiring – Proven track record – Intelligence and ambition – Cultural fit • Consistent training – Playbook – Messaging templates • Continuous development – Best practice sharing – Frequent and clear communication
- 19. Technology • Single database of record = CRM • Marketing automation Need a graphic integrates with key here that is techy. technologies needed for sales Maybe a small and marketing (webinars, version of the integrtion slide on external data sources, the investor pitch analytics, social media) • Emphasis on using our own technology to understand customer experience
- 20. Score Card Strategy Process People Technology • Company • Common • Positive culture • Well Working Well strategy well definitions • Hiring integrated in defined & • Refinement & process • Training communicated iteration based • Used heavily • Mobility on results • Continuous improvement Needs Improvement • Increasing • Inertia of • Career • Regular leverage transition development alignment in sales & marketing
- 21. Next Steps
- 22. Getting Started 1. Draft a strategy 2. Start the dialogue within your organization 3. Start small – don’t get overwhelmed 4. Measure and refine
- 23. Need Help? Reality Check Reality Review Sign up for a demo www.actonsoftware.com
- 24. Contact Us Anneke Seley Atri Chatterjee aseley@phoneworks.com CMO, Act-On Software Twitter: @annekeseley atri@actonsoftware.com #sales20 Blog: sales20book.com LinkedIn: annekeseley (510) 749 9073
Notas do Editor
- Anneke: provide intro of best practicesShawn – showcase Act-On strategy, people, process, technology and results
- Intros.
- Get stronger quote related to overall integration? Grabber Opening - Anneke2009 research on the demand waterfall
- Background on Phone Works (Need help on messaging)E.g.Twenty years ago, after leaving a ten-year-career at Oracle, I started Phone Works with the goal of taking the practices we created at Oracle that weren’t yet industry standard and share them with our clients. We now have an international team of specialists from some of the best-known companies across industries that have helped over 400 companies build, expand, and optimize sales organizations, with a specialty phone/Web/social selling or inside sales. We are your inside sales implementation resource to help managers like you not only optimize your inside sales results but also serve as an outside champion for inside sales
- Marketing & Sales alignment is part of the Phone Works Sales 2.0 FrameworkWe first look at a company’s sales strategies and compare against Sales 2.0 Best Practices.Then we move into execution mode and work on developing process, people and enabling technology initiatives to meet strategic objectives.I’m going to focus today on the Sales 2.0 Strategies.
- Anneke
- AnnekeWe’ve applied these organizational best practices now at over 400 companies and shown that the results are repeatable.Message: experiences led to best practices.From the Oracle experience, we learned that that best results come from separating the functions of sales development and inside salesFrom this, we built the framework at Phone Works that we use as best practice in our consulting practice, which we’ve proven at over 400 companies and shown that its repeatable.increase the bottom line with sales dev. In the book we take you through a scenario that shows by adding 4 sales dev reps to a sales force of 16, the ROI is over 1,000%
- Objective: How to Perfect the Hand-Off (Bi-Directional)Perfecting the Hand-Off We all know that sales and marketing must work together to generate revenue. Once Marketing has done its job – created marketing qualified leads -- it’s time to pass the leads over to sales for sales qualification. This stage of the cycle is critical – and must be carefully planned out and executed. This webinar will provide tips for ensuring the hand-off is smooth – and that the sales and marketing machine is well-oiled. · Roadmap for success: Roles for marketing, SDRs, AM· Inside sales team for lead qualification and follow-up best practices, including metrics management· Ensuring consistent messaging· Account hand-offs to sales AM· Communication is key: providing feedback on leads to marketing· Tracking & reporting key sales & marketing data – program results, messages, lists, offers, target audience
- Growing rapidly: 405% 2011Most employees at Act-On <1 year
- Marketing & Sales alignment is part of the Phone Works Sales 2.0 FrameworkWe first look at a company’s sales strategies and compare against Sales 2.0 Best Practices.Then we move into execution mode and work on developing process, people and enabling technology initiatives to meet strategic objectives.I’m going to focus today on the Sales 2.0 Strategies.
- Defined targets and prospect profilesAgreed upon terminology and definitionsClear roles for marketing, SDRs, Sales, RSMsOngoing review of process, flow and scoring
- SDRsPass to salesReturn to marketing for further nurturing
- HiringConsistent training: Replicatable process and training procedures Continuous development: sharing best practices
- Key technology decisions
- Needs work.
- Do you know how your Marketing/Sales strategy, process, people and technology compare to best-performing companies?Act-On Software's cloud-based integrated marketing platform is rapidly becoming the foundation for successful marketing departments in organizations of all sizes. Act-On's highly intuitive user interface, complete online marketing tool set and affordable pricing starting at just $500/month have enabled the adoption of marketing automation technologies without dedicated IT support.www.actonsoftware.com